Air Care in India

PROSPECTS

Air care posts healthy growth with fragrance being associated with cleanliness

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.

Standard of living determines purchasing decisions for car fresheners

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.

Bathroom air fresheners continues to enjoy popularity amid new product developments

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.

COMPETITIVE LANDSCAPE

Dabur India launches new product and maximises marketing efforts

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.

Urbanisation aids popularity of modern retailers distributing air care

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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