Air Care in Poland

PROSPECTS

New fragrances attract consumers

2018 saw a large number of new products in the category, with many featuring improved formulas or new fragrances. Many consumers who buy air care appreciate the offer of new scents, which can help improve the ambience in their homes.

Liquid air fresheners the best performing category

While spray/aerosol air fresheners remained the largest air care category in 2018, liquid air fresheners posted the strongest value sales growth. Liquid air fresheners is a comparatively new category, which, in addition to freshening the air also often offers decorative aspects.

Other air care offers a widening product range

With rising interest in air care in general, many consumers are looking for products to provide some fragrance in specific areas. For example, Poles are showing a growing interest in refrigerator fresheners and odour neutralisers, which are typically used in dishwashers.

COMPETITIVE LANDSCAPE

SC Johnson remains the leading player

SC Johnson, which offers the Glade/Brise brand, remained the leading player in air care in Poland in 2018, albeit closely followed by Procter & Gamble with its Ambi-Pur brand. SC Johnson’s leading position can be attributed to an extensive product portfolio, which includes a wide range of formats and fragrances, as well as an ongoing focus on new product development and innovation.

Jeronimo Martins further develops its Aril private label air care range

In 2018, Jeronimo Martins continued to grow its share in air care thanks to the further development of its Aril private label range. With the expansion of the company’s Biedronka discounter chain, its air care line has been able to reach more consumers.

Rossmann performs well in spray/aerosol air fresheners

The health and beauty retailer Rossmann has become a very popular outlet for home care products in Poland. Its wide range of products, which includes private label, appeals to consumers looking for a good price/quality ratio.

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