Fragrance has become a purchasing driver in home care and consumers are seeking experiential and sophisticated scents enhancing their indoor living space. This is particularly true for urban consumers in metro and tier-2 cities.
Lifestyles, standard of living and spending habits determine the purchasing decision for air care. Affordable unit prices and increased car ownership aided car air fresheners’ performance, contributing the second highest value sales of overall air fresheners.
Other air care contributed the highest value share to overall air care sales in India. Among other air care, bathroom air freshener blocks, which act as odour neutralisers, are widely purchased across Indian households.
Dabur India Ltd retained its leadership of air care in 2018. Its brand Odonil, displayed a strong performance, registering double-digit value growth in 2018.
Supermarkets and hypermarkets are increasingly becoming the preferred retail distribution channel for urban consumers to purchase air care. This can be attributed to the impulse purchase tendency of consumers on seeing the products on shelves, and a variety of options from which to choose in addition to discounts/offers available in these retailers.
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This industry report originates from Passport, our Home Care market research database.