Air Care in Lithuania

PROSPECTS

Maturity of spray/aerosol fresheners dampens overall retail volume growth in air care

Air care continued to register moderate retail volume growth in 2019, while a move to more sophisticated products exerted upward pressure on unit prices and fuelled healthy current value growth. These products have become standard home care devices in most households.

Sophistication and convenience boost the demand for liquid and electric products

Higher purchasing power is increasing consumer confidence and stimulating demand for more sophisticated products. Despite a relatively high average unit price, compared with the spray/aerosol format, liquid air fresheners is seeing fast retail volume and current value growth, as consumers are more willing to pay extra for added-value products.

Move towards eco-friendly products set to accelerate amid sophistication trend

The growing demand for more sophisticated products is expected to continue to boost retail current value growth across air care over the forecast period. Premium products are expected to enter all categories and drive value growth.

COMPETITIVE LANDSCAPE

Strong brand names and investments dampen competition to Air Wick and Ambi-Pur

Reckitt Benckiser and Procter & Gamble compete for the leadership of air care in Lithuania. As both companies continued to see steady retail value share increases in 2019, the gap between Reckitt Benckiser and Procter & Gamble remained small.

Local players focus on sophistication to gain significant retail value shares

The presence of local manufacturers is most visible in liquid, candle and “other” air care. Domestic players tend to target higher-priced segments with sophisticated scents and natural ingredients.

Players need to respond to changing consumer habits to stimulate car air fresheners

Car air fresheners, despite carrying the highest per kg average unit price, is traditionally a popular format with car owners. However, demand is being hampered by changing consumer habits, especially the decline in smoking in cars and a shift among smokers to e-vapour products.

Files are delivered directly into your account within a few minutes of purchase.