Rising consumer sophistication and recovering consumer confidence are having a positive effect on the evolution of the air care category. Consumers are more aware of the available products and are willing to try new formats and fragrances.
Greater consumer sophistication and rising disposable incomes will maintain strong demand for air care products over the forecast period. Romanians will become more demanding and they will look for products with perfumes that seem natural.
Product innovation is generally welcomed by Romanians. Consequently, electric air fresheners have registered soaring popularity since they were introduced on the market.
Value sales of air care are dominated by large multinationals. Reckitt Benckiser Romania SRL was the leading player within air care in 2018, based on the success of its Air Wick brand.
The air care category also features the presence of some notable private label products, for example Carrefour, K-Classic and 365. Romanian private label products are generally positioned at the lower end of the category in terms of price, but brand owners are making efforts to push private label products in the mid-priced segment.
New product developments are often concentrated on the launch of specialised products. This is the case of Air Wick VIPoo, the first specifically WC air care product on the Romanian market.
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This industry report originates from Passport, our Home Care market research database.