Air Care in India

PROSPECTS

Air care becoming more sophisticated

Consumers traditionally associate a pleasant-smelling home with cleanliness which is one of the key drivers of air care sales, with lemon, lavender, jasmine and vanilla being the most popular fragrances. As incomes rise and consumer tastes become more sophisticated however, there is growing demand for products with additional claims.

Busy roads and high pollution levels drive demand for car air fresheners

Affordable unit prices and increased car ownership supported dynamic growth in car air fresheners in 2019, with it being the second largest category within air care. Urbanisation and increasing commute times have led consumers to perceive their car as a part of their personal space that needs to be kept clean and pleasant smelling, thereby boosting sales for car air fresheners.

Bathroom air fresheners a common feature of homes in India

Other air care is the largest category in India with this being largely down to strong demand for bathroom air freshener blocks, which act as odour neutralisers and which are widely purchased across Indian households. Consumers are quite conscious about maintaining cleanliness and ensuring that they remove odours from their bathrooms.

COMPETITIVE LANDSCAPE

Godrej rises to the top with innovative range of air care

Indian company Godrej Consumer Products Ltd overtook another local player, Dabur India Ltd, to become the leading company in air care. The company saw strong growth during the review period with its AER brand rapidly finding favour with locals, driven by innovation and new product development.

Dabur loses lead but continues to invest in new product development

Dabur India Ltd lost its lead in air care in 2019, although it still registered double-digit value growth due to the popularity of its Odonil brand. The brand offers a wide range of air care including electric, gel and spray/aerosol air fresheners, along with the leading line of odour neutralisers.

Private label looks to gain a foothold in air care

Multinational giants Procter & Gamble and Reckitt Benckiser are the two other significant players with their Ambi-Pur and Air Wick brands, respectively. Aside from these the category remains highly fragmented with many smaller local and regional players competing in the market.

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