Air Care in Portugal

PROSPECTS

Creating demand and maintaining frequent purchases are the main challenges

Air care saw a slight increase in retail current value terms in 2019, although retail volume sales continued to decline, as manufacturers continued to struggle to boost sales. This was mainly related to the difficulties attracting new consumers to the category, and above all in maintaining frequency of purchase amongst existing customers.

Car and liquid air fresheners perform well

The widespread habit of using cars on a daily basis, particularly in urban areas, combined with the fact that Portugal has a rather old car fleet, resulted in a good performance for car air fresheners in 2019. This category saw the fastest retail current value growth within air care in 2019.

Spray/aerosol air fresheners continues to decline

With an increasing range of alternative formats available in the market that release scents continuously, together with the negative image of aerosols, spray/aerosol air fresheners continued to decline in 2019. Also, the competition from toilet care products, which are seeing rising penetration and frequency of use, hampered the growth of the spray format, which is often used in the bathroom.

COMPETITIVE LANDSCAPE

Multinational companies dominate the competitive landscape

No significant changes were registered in the competitive landscape in air care in 2019. Reckitt Benckiser Portugal continued to lead by some distance and extended its lead slightly, ahead of Johnson’s Wax de Portugal, which saw a slight share decline.

Private label remains strong, whilst the share of local players is low

Private label accounts for a significant share of sales in air care, and this share continued to increase slightly in 2019. The leading private label brand remained Continente, followed by Ultra Pro from Pingo Doce.

New lifestyle trends bring new challenges and opportunities

Grocery retailers, in particular hypermarkets and supermarkets, continued to dominate sales of air care products in 2019. These channels stock a wide variety of formats and brands, and offer attractive prices during promotional campaigns.

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