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