Spray/aerosol air fresheners looks set to remain the largest air care category in Pakistan in value terms over the forecast period. Spray/aerosol products are widely distributed, and most air care brands present in the country are offered in this format.
Car and electric air fresheners remained by far the smallest air care categories in Pakistan in 2018, with limited consumer awareness and comparatively high prices restricting demand for both product types. Demand was further hampered by the fact that many people traditionally prefer to use spray/aerosol air fresheners in their cars and homes, partly to save money but also for the sake of convenience.
Demand for air care products in Pakistan has historically been concentrated among higher-income urban households. However, recent years have seen a steady increase in the use of these products in middle- and even low-income homes.
King Chemical Corp remained the overall leader in air care in value terms in 2018. The company’s King Air Fresheners range incorporates several distinct product lines and fragrances, and this variety enables it to appeal to consumers with differing requirements and preferences.
Reckitt Benckiser was the highest-ranked multinational in air care in 2018, finishing fourth overall in value terms with its Air Wick brand. At the end of the review period, distribution of this brand was still confined to modern grocery retailers outlets.
Smaller players, including regional brands and private label products marketed by supermarkets chains, maintained a strong presence in air care in 2018. However, it is likely that the aggregate value share of such players will fall over the forecast period as rising disposable incomes encourage more consumers to trade up to well-established brands that are considered to offer superior quality.
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This industry report originates from Passport, our Home Care market research database.