Car air fresheners is the main contributor to air care sales in 2018. As consumers spend relatively long periods of time in their cars commuting to and from work, demand for scented products soars as these products make the journey less unpleasant and more soothing.
Concerns about hazardous chemical ingredients in air fresheners are negatively affecting electric air fresheners but demand for the spray/aerosol format remains strong as growth is driven by ease of use and competitive pricing. The harmful effects of air fresheners to health and the environment does not seem to impede growth for spray/aerosol air fresheners largely because these products do not emit fragrance on a regular interval like electric air fresheners.
Procter & Gamble, SC Johnson & Son and Reckitt Benckiser remain the top three companies in the air care industry. Procter & Gamble’s Ambi-Pur continues to lead in car air fresheners and electric air fresheners categories.
A new player, Energizer (M) Sdn Bhd, is seen entering Malaysia in early 2018 with four different formats and a series of variants for car air fresheners with its brand Refresh Your Car! The interesting innovation worth noting for this brand is the dual-scent feature. This dual-scent innovation allows consumers the luxury to enjoy two different scents in one go.
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This industry report originates from Passport, our Home Care market research database.