Air Care in Poland

PROSPECTS

Liquid air fresheners the most dynamic of the main air care categories

While spray/aerosol air fresheners remained the largest air care category in 2019, liquid air fresheners posted the strongest current value growth among the main air care categories. Liquid air fresheners is a comparatively new category, so that growth is coming from a small base.

Other air care sales being helped by a widening product range

Other air care continues to gain popularity, recording dynamic growth in 2019. Consumers are increasingly seeing the need for products such as waste bin fresheners and odour neutralisers, which are enjoying strong growth in demand.

New fragrances attract consumers

Players have continued to introduce new products in the category, with many featuring improved formulas or new fragrances. Many consumers who buy air care products appreciate the offer of new scents, which can help improve the ambience in their homes.

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 2019, 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 in line with the latest trends, such as 2in1 air and fabric fresheners as well as new attractive packaging that stands out on the store shelf.

Private label most dynamic in air care, with Aril leading the way

Private label recorded the strongest share growth in 2019. The Aril line from Jeronimo Martins was most dynamic, gaining a lot of share in spray/aerosol air fresheners, while Rossmann’s Domol line also made major advances in liquid air fresheners.

Premium brand Yankee Candle enjoys a good 2019

The Yankee Candle brand continues to develop, recording the fastest growth in 2019 in overall air care value sales. Although some of the dynamism of the Newell Brands line, distributed in Poland by Grupa Zachodnia, can be attributed to growing from a very low sales base, Yankee candles also benefited from being sold via more distribution channels, including e-commerce and health and beauty specialist retailers.

Files are delivered directly into your account within a few minutes of purchase.