Air care saw a degree of stability compared with home care overall in Russia in 2018. The category covers a range of product types across different price segments, and sales are large enough to attract numerous international and local manufacturers.
Spray/aerosol air care in 300ml cans remains the main pillar of the Russian air care category. This format is very well known to consumers and is easy to produce.
Electric air fresheners returned to growth in 2018, after significant decreases earlier in the review period. These products have higher unit prices than spray/aerosol air fresheners, but appeal to consumers who appreciate innovative products and are looking for convenience of use.
Air care sales are fairly evenly distributed between international and local brands, particularly in spray/aerosol air fresheners and, to some extent, car air fresheners. The leading local manufacturers are Arnest OAO and Upeco OOO.
SC Johnson OOO and Eureka Hellas SA, which own the Glade and Chirton brands, continued to lead air care in Russia in 2018, owing to their strong presence in the dominant aerosol/spray air fresheners category. Both brands managed to maintain their market shares during the times of economic uncertainty through offering good value for money products, which are highly demanded by local consumers.
Private label has a strong position in air care in Russia, in particular in aerosol/spray air fresheners. Private label products from modern retailers like Auchan or O’Key are significantly cheaper than the leading Glade and Chirton branded aerosol/spray air fresheners.
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This industry report originates from Passport, our Home Care market research database.