Air care is set to see marginal volume growth in 2021, a slight improvement from 2020. Demand is being driven by the gradual relaxation of many pandemic-related measures across the year.
The economic impact of the pandemic on household incomes means that price-sensitivity is impacting purchasing decisions. While home care products like surface care and laundry are still seen as staples, air care is not.
Sustainability and ‘natural’ trends have strengthened in Latvia in 2021, in line with consumer trends in most local countries. As a result, liquid air fresheners have seen strong growth, especially those products that are made with essential oils.
Volume sales of air care are forecast to see marginal volume gains over the forecast period. Ongoing economic difficulties in the aftermath of the pandemic mean that many consumers will seek to cut expenditure on non-essentials.
There is scope for product development in line with emerging green and wellness trends. spray/aerosol air fresheners, by far the largest part of the market, are set to see minimal volume growth over the forecast period, although their low prices make them appealing.
Lidl entered the market at the end of 2021, and its offer of very low prices and a very credible portfolio of private label and fantasy brand air care is likely to see it rapidly grow value share over the forecast period. This will increase price pressure in the category.
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This is the aggregation of spray/aerosol air fresheners, electric air fresheners, gel air fresheners, liquid air fresheners, candles, car air fresheners and other air care.See All of Our Definitions
This report originates from Passport, our Air Care research and analysis database.
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