Air Care in Portugal

PROSPECTS

Solving category loyalty issue is the main challenge

Air care sales rose only slightly in current terms in 2018, as manufacturers continue to struggle to boost sales. This is mainly related to the difficulty in attracting new consumers to the category, and above all in maintaining frequency of purchase.

Car 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, averaging 12.6 years in 2017, resulted in a good performance for car air fresheners.

Spray format continue to decline

With an increasing range of alternative formats available in the market that release scents continuously, together with the negative image of aerosols, the spray format continued to decline in 2018. Also, competition from toilet care products, which are seeing rising penetration and frequency of use, affected spray formats used in the bathroom.

COMPETITIVE LANDSCAPE

Multinational companies dominate competitive landscape

No significant changes in the competitive landscape were registered in 2018. Reckitt Benckiser Portugal leads by some distance, ahead of Johnson Wax de Portugal.

Local players hold a niche presence in air care

Manulena Lda is the only national manufacturer of significance, with a presence in candle air fresheners. The company specialises in the manufacturing of different type of candles, under the Sensia brand.

New lifestyle trends bring new challenges and opportunities

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

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