Executive Summary

Feb 2019
PROSPECTS
Strong growth is based on rising income levels

As Mexico’s middle-income population continues to grow, consumers are finding themselves in a better economic situation. This means that they are able to buy certain goods that were previously unaffordable for them, including air care products for the home.

Essential oils and diffusers become more popular

Recent years have seen essential oils became very popular in Mexico. Consumers are increasingly using these types of products to aromatise their homes and maintain a pleasant scent, with many believing that these products are safe and free from chemicals.

Private label continues to record positive sales growth

Sales of private label products are growing across home care and air care saw a strong increase in sales of private label items during 2018, in line with overall category growth. Hypermarkets chains such as Walmart and H-E-B have developed their own private label lines featuring very wide ranges of goods, including food products and home care items, and air care products are invariably included.

COMPETITIVE LANDSCAPE
The two most important air care manufacturers remain dominant

The two leading air care companies SC Johnson & Son and Reckitt Benckiser continued to dominate sales in the category in 2018. Their strong leadership has been strengthened in recent years as both manufacturers have improved their distribution networks throughout the country.

Glade launches its new Air Sensations range of products

2018 saw Glade launch its new product range called Air Sensations Magnet in Mexico. These new products aim to personalise each room of the home with a different scent.

Christmas heralds the arrival of new scents in air care

During the last months of the year, Christmas celebrations take place and this often results in major increases in air care sales. In response, the category’s leading manufacturers have developed special scents for the crucial Christmas sales period between November and January and these include aromas such as Christmas tree, apple and cinnamon, vanilla cake and apple pie and these have become among the most typical scents for this time of the year.

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Air Care in Mexico

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Overview

Discover the latest market trends and uncover sources of future market growth for the Air Care industry in Mexico with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Air Care industry in Mexico, our research will save you time and money while empowering you to make informed, profitable decisions.

The Air Care in Mexico market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Air Care in Mexico?
  • What are the major brands in Mexico?
  • How do plug-in electric air fresheners perform compared to the battery-operated ones?
  • What is the most dynamic air care category?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Air Care in Mexico - Category analysis

HEADLINES

PROSPECTS

Strong growth is based on rising income levels
Essential oils and diffusers become more popular
Private label continues to record positive sales growth

COMPETITIVE LANDSCAPE

The two most important air care manufacturers remain dominant
Glade launches its new Air Sensations range of products
Christmas heralds the arrival of new scents in air care

CATEGORY DATA

Table 1 Sales of Air Care by Category: Value 2013-2018
Table 2 Sales of Air Care by Category: % Value Growth 2013-2018
Table 3 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 4 NBO Company Shares of Air Care: % Value 2014-2018
Table 5 LBN Brand Shares of Air Care: % Value 2015-2018
Table 6 Forecast Sales of Air Care by Category: Value 2018-2023
Table 7 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Home Care in Mexico - Industry Overview

EXECUTIVE SUMMARY

Home care continues to register positive growth trends
Promotional activities support sales growth across the category
The rise of e-commerce remains a major, growing trend
Relaunches of existing products and the introduction of new products remain key
Home care is expected to continue registering positive growth

MARKET INDICATORS

Table 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources