Air Care in Lithuania

PROSPECTS

Saturated area in majority of households

Air care posted moderate growth in 2018. Products in this area became key home care devices in the majority of Lithuanian households during the review period, with sales now being fairly saturated.

Rising demand for sophisticated air care products

Rising purchasing power is resulting in increasing consumer expenditure, thus boosting demand for more sophisticated products. For example, despite high average unit prices, liquid air fresheners saw the fastest growth in the area, with consumers being willing to pay extra for value added products.

Modest outlook, but opportunities in niche areas

Demand for more sophisticated products is expected to continue to boost value growth within air care over the forecast period. Premium products are expected to enter all areas, thus driving value sales, except within spray/aerosol air fresheners, which is set to see a significant slow-down in growth.

COMPETITIVE LANDSCAPE

Procter & Gamble and Reckitt Benckiser continue to lead sales

Procter & Gamble and Reckitt Benckiser further increased their value shares within air care in 2018, with these companies together dominating the area. Both players enjoy a long-lasting presence, thus creating strong brand awareness.

Strong promotional activity

Competition between companies within air care is gaining pace. In order to maintain their sales shares, price discounting is common, with companies sometimes offering as much as 50% off.

Premiumisation of air care

With increasing purchasing power, consumers are shifting to more premium segments, thus increasing competition within liquid, electric and candle air fresheners. Consumers purchasing premium products are seeking quality over price and are sometimes ready to pay 10x as much for mass production counterparts, thus driving sales of niche manufacturers.

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