Air Care in Israel

PROSPECTS

Electric products benefit from convenience, liquid air fresheners benefit from variety

Air care saw a strong uptick in growth in 2019 compared with the previous year. This increased performance was driven by lifestyle trends, with consumers becoming more attentive to their surroundings, design and atmosphere, and seeking pleasant fragrances.

New fragrances are important to maintain consumer interest

Fragrance is the most significant factor for consumers when deciding which product to buy. Furthermore, price commonly overcomes a price gap, as long as that gap is small.

Contrasting unit price trends in evidence between formats

Unit prices are affected by the opposing trends of premiumisation and rising competition. Consequently, we see different price trends in different areas.

COMPETITIVE LANDSCAPE

New diffuser launch extends Reckitt Benckiser’s air care lead

Reckitt Benckiser Ltd consolidated its leading position of the air care category in 2019 with a notable value share gain. The company launched a new decorative diffuser with essential oils.

Air Wick dominates, Sano suffers from lack of agility

Reckitt Benckiser’s Air Wick is a premium brand that was marketed extensively when first launched in Israel, which underpins its continued dominance. Price positioning, packaging design and the wide variety of fragrances on offer further underpin the brand’s strong showing.

Internet sales continue to gain share

In terms of distribution, internet retailing continued to gain value share in 2019. This was thanks to the increasing popularity of brands sold mainly via online stores, such as Yankee Candles.

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