After seeing solid retail volume growth over most of the review period, air care turned to decline in 2020, with current value sales continuing to rise due to price increases. The vast majority of air care sales come from car air fresheners.
Air care products are seen as less necessary home care products compared with hygiene products such as laundry care products. They are considered nice to have, but expensive and non-essential, and during the tough economic conditions in the country as a result of COVID-19 in 2020, and with the rising prices of many basic necessities, some consumers turned away from air care products to focus their budgets on purchasing essentials.
Despite the decline in volume sales in 2020, air care managed to post positive current value growth. This was driven by purchases by higher-income consumers, who became even more sophisticated and continued to purchase various air care products, but especially those with value-added benefits at more premium prices.
Air care is set to return to growth in retail volume terms in 2021, along with a return to a higher rate of current value growth. In fact from 2022, air care is expected to see even higher rates of growth than in the review period.
However, amongst the various air care categories, car air fresheners will continue to dominate value sales of air care over the forecast period, and is set to see strong growth. With the “new normal” concept being introduced in late 2020, a number of consumers started to return to working in their offices, and started to travel by car once again, which is set to return the largest category, car air fresheners, to volume growth in 2021, with even faster rates of growth moving forward.
In the forecast period, demand for air care products will continue to come mainly from middle- to higher-income consumers. Due to hectic lifestyles for many working consumers in urban areas, it is likely that Indonesia will follow the trend in many developed countries in the forecast period, where air care products have become lifestyle products.
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Understand the latest market trends and future growth opportunities for the Air Care industry in Indonesia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Air Care
This report originates from Passport, our Air Care research and analysis database.
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