Although there has been some economic growth in 2021 relative to 2020, high inflation in the overall economy has led to restrained consumer spending power, thereby limiting the performance of air care, especially for categories that are less essential. Demand has continued to grow for the more essential categories of gel air fresheners and spray/aerosol air fresheners as congested urban conditions boost demand for air care products to freshen homes; however, with weakened consumer spending power, growth is weaker than it was in 2020.
Gel air fresheners saw the best overall performance in the category as it is the most affordable product type, but it is also quite dynamic in terms of diversity and new product types. The brand range has increased well over the review period, with brands such as GBC Gel launched in 2020, despite the poor economic conditions, helping to widen competition even further.
The competitive landscape of air care continued to be led by multinationals in 2021, with overall leader Reckitt Benckiser ahead at some distance from Procter & Gamble (Ambi-Pur) and Johnson Wax Nigeria (Glade) in terms of value share. Air Wick from Reckitt Benckiser remained the leading brand of air care in 2021 due to an established brand name, strong reputation for quality and a robust distribution network.
With economic recovery, air care in Nigeria is expected to show strong growth recovery over the forecast period. As the products in air care are increasingly thought to be essential in congested urban conditions, growing affordability coupled with a rising urban population will drive growth.
Gel air fresheners, spray/aerosol air fresheners and car air fresheners are expected to drive overall growth over the forecast period, being the largest and most dynamic categories. The large, growing population of car users will drive car air fresheners’ growth, whilst gel air fresheners is expected to continue to see growing sophistication and diversity.
Liquid air fresheners and electric air fresheners are niche products with good potential. Both categories are far from mature and are expected to see a strong performances over the forecast period to 2026 as economic growth will help drive consumer interest in more sophisticated types of air care products as consumers become more confident in their spending.
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Understand the latest market trends and future growth opportunities for the Air Care industry in Nigeria with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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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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