Air Care in Israel

PROSPECTS

Candles driven by global lifestyle trends

Air care is driven by lifestyle trends, with consumers becoming more attentive to their surroundings, design and atmosphere and seeking to use pleasant fragrances. Corresponding with global lifestyle and design trends, to which consumers are increasingly exposed through online media and travels overseas, candles have become popular locally also, despite the hot climate.

Liquid air fresheners gain popularity

Liquid air fresheners are growing at faster rates than spray/aerosol air fresheners as they are better suited to the lifestyle trends mentioned above and provide a constant pleasant fragrance. The variety of liquid air fresheners available continues to grow, with more companies offering these products and even private label ranges.

Price trends vary in different areas

Unit prices are affected by opposing trends: both premiumisation and rising competition. Therefore, we are seeing different price trends in different areas.

COMPETITIVE LANDSCAPE

Air Wick continues to lead air care

Reckitt Benckiser remains the leading player within air care as a result of the popularity of its well-known Air Wick brand, which offers a range of different products within important areas such as electric air fresheners, liquid air fresheners and aerosol/spray air fresheners.

Innovation key to success

Reckitt Benckiser is an innovator and launches new products frequently. For example, in 2018, it launched the new Essential Mist scent diffuser, which targets the clean-living trend with scents based on essential oils, while also benefitting from premium positioning and a higher price point.

Online retailing growing rapidly

Internet retailing sales increased strongly in 2017 and 2018 thanks to the entry of brands that are sold mainly through online stores, such as Yankee Candles. In addition, air care products are often purchased through grocery retailers.

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