Air Care in Indonesia

PROSPECTS

Car air fresheners continue to grow along with rising demand for cheap cars

In Indonesia, demand for cars is relatively high since public transportation is still under construction. People still depend on a car or a motorcycle on a daily basis.

The spray/aerosol air freshener is the favourite type of room air care

For room air care, spray/aerosol air fresheners is the favourite category in Indonesia. People like to use spray the products for easier usage; whenever they want to refresh a room’s air, they simply push the spray.

Electric air fresheners with timers are more practical, while gel air fresheners is developing a consumer base

Over time, air care has developed. Modern people are looking for more practical products.

COMPETITIVE LANDSCAPE

Car air fresheners has several familiar brands, while Ace Hardware adds to distribution

In the car air fresheners category, Stella (by Godrej Group) Glade (by SC Johnson & Son (Indonesia) Ltd PT) and Ambi-Pur (by The Procter & Gamble Co) are among the most familiar brands to consumers. Unlike Stella and Glade, Ambi-Pur tends to focus more on car air care than room air care.

Room air care: Glade vs Stella

For room air care, in spray/aerosol, gel or electric format, Glade by SC Johnson and Stella by Godrej are among the key brands. They compete tightly for shelf space, with Glade just eclipsing Stella in electric air fresheners in value sales share terms.

Fumakilla Indonesia PT leads the other air care category through Gajah Kulkas, though it has strong competition

Besides air care products for rooms and cars, items with specific purposes such as keeping wardrobes and refrigerators smelling fresh are classified under the other air care category. In this category, Fumakilla Indonesia leads value sales through its Gajah Kulkas brand.

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