Executive Summary

Apr 2019
PROSPECTS
Spray/aerosol air fresheners projected to remain the biggest category in value terms

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 air fresheners set to benefit from rising car ownership in Pakistan

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.

Consumer base for air care products expected to continue expanding

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.

COMPETITIVE LANDSCAPE
King Chemical Corp continues to lead air care

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.

Improvements in distribution and promotion likely to support further gains for Air Wick

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.

Leading brands expected to gain ground at expense of smaller competitors

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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Air Care in Pakistan

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Overview

Discover the latest market trends and uncover sources of future market growth for the Air Care industry in Pakistan 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 Pakistan, our research will save you time and money while empowering you to make informed, profitable decisions.

The Air Care in Pakistan 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 Pakistan?
  • What are the major brands in Pakistan?
  • 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 Pakistan - Category analysis

HEADLINES

PROSPECTS

Spray/aerosol air fresheners projected to remain the biggest category in value terms
Car air fresheners set to benefit from rising car ownership in Pakistan
Consumer base for air care products expected to continue expanding

COMPETITIVE LANDSCAPE

King Chemical Corp continues to lead air care
Improvements in distribution and promotion likely to support further gains for Air Wick
Leading brands expected to gain ground at expense of smaller competitors

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 NBO Company Shares of Air Care: % Value 2014-2018
Table 4 LBN Brand Shares of Air Care: % Value 2015-2018
Table 5 Forecast Sales of Air Care by Category: Value 2018-2023
Table 6 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Home Care in Pakistan - Industry Overview

EXECUTIVE SUMMARY

Rising incomes and marketing activities drive positive performance of home care
Price remains highly influential in home care purchasing decisions
Multinationals maintain leading positions in most home care categories
Traditional grocery retailers continue to dominate home care distribution
Increasing competition likely to fuel higher investment in advertising and innovation

MARKET INDICATORS

Table 7 Households 2013-2018

MARKET DATA

Table 8 Sales of Home Care by Category: Value 2013-2018
Table 9 Sales of Home Care by Category: % Value Growth 2013-2018
Table 10 NBO Company Shares of Home Care: % Value 2014-2018
Table 11 LBN Brand Shares of Home Care: % Value 2015-2018
Table 12 Distribution of Home Care by Format: % Value 2013-2018
Table 13 Distribution of Home Care by Format and Category: % Value 2018
Table 14 Forecast Sales of Home Care by Category: Value 2018-2023
Table 15 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources