Having declined during 2020, retail current value sales of air care rebounded in 2021 as restrictions on movement eased somewhat, but they remained well below their pre-pandemic peak. Car air fresheners dominate retail current value sales of air fresheners in Malaysia and are regarded as a necessity by many car owners, but local consumers have been spending more time at home and less time in their cars since the onset of the pandemic.
Retail current value sales of most types of air care – with the exception of gel air fresheners and particularly liquid air fresheners – declined during 2020. Air care is not considered a priority by most, so local consumers cut back their spending on it in a difficult economic environment.
Alternatives to air care, such as diffusers that utilise essential oils, are growing in popularity in Malaysia, particularly among affluent, health conscious consumers – especially those with young children. Popular brands of diffusers include Young Living, doTERRA, Muji and Xiaomi.
The rate of growth in retail current value sales of air care will accelerate sharply during 2022 as the threat posed by COVID-19 diminishes and Malaysians return to their workplaces in growing numbers and spend more time in their cars (car air fresheners will remain the top performer). An improving economic environment will also play a role in this, with growth set to remain robust throughout the forecast period.
Despite the promising outlook, air care products will have to meet growing consumer demand for green labels and air care with natural ingredients during the forecast period. In fact, concerns regarding chemical ingredients/contents in air care products may impede demand, as concerns surrounding health detrimental ingredients will heighten in the forecast period.
E-commerce has grown significantly in importance as a distribution channel for air care since the onset of the pandemic (albeit from a relatively low base) due to restrictions on movement and some Malaysians becoming more reluctant to shop in person due to the risk of contagion, and its retail value share is likely to continue to increase during the forecast period. Competitive pricing and convenience will be the main drivers of this, as local consumers steadily become more comfortable shopping for FMCG online and the country’s e-commerce infrastructure continues to mature.
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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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