Air care continued to record solid growth in 2021 as many Mexicans spent further time at home working and studying for part of the year, and appreciated a clean and fresh smelling environment. The largest category of spray/aerosol air fresheners remained the most dynamic performer, offering affordability and ease of use.
Products claiming to help eliminate viruses including COVID-19 have also emerged during the pandemic. Most brands, especially those with a presence in spray/aerosol air fresheners have changed their product image accordingly to include this claim and attract consumers who became more focused on disinfecting and antibacterial properties when making their purchasing decisions.
Householders not only used spray/aerosol air fresheners during the pandemic to maintain pleasant fragrances around the home, but also often to give them a mood lift during the long periods of boredom and to help them maintain a positive attitude given the dire news being announced daily around the number of infections and deaths. Products with aroma/scent innovation are extremely important attributes for Mexican consumers.
Air care is expected to record steady demand over the forecast period, albeit at marginally slower retail volume growth rates compared to the category’s performance during home seclusion. Gel air fresheners, liquid air fresheners and other air care are anticipated to be more subdued performers over the forecast period; while liquid air fresheners, like candle air fresheners, adds a décor element to a room, these products tend to be expensive in Mexico with prices are likely to increase further over the forecast period, discouraging some consumers from these options.
Spray/aerosol air fresheners will remain the most popular option within air care going forward. These products offer convenience and a rapid way to improve the ambience around the home.
FamilyGuard (SC Johnson & Son) launched a complete product portfolio which includes a spray/aerosol in a 400ml can in two aromas Freshness and Floral for use at home, in the office, or schools on a range of surfaces to remove offensive odours and kill the bacteria that causes them, in addition to a smaller 55ml presentation for on-the-go usage. The brand ran a large marketing campaign in 2020 with the brand Oust and then changed the name to FamilyGuard by Oust to more effectively position it in the Mexican market to differentiate from the wide product range in both the category, and the wider home care landscape.
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Understand the latest market trends and future growth opportunities for the Air Care industry in Mexico with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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