Executive Summary

Feb 2019
PROSPECTS
Consumers demand more than a scent

Chemical air fresheners, which can be a source of volatile organic chemicals that cause health issues, is a growing concern for health-conscious consumers in Singapore. Alternatives such as diffusers with essential oil for wellness are gaining popularity.

Female purchasing power drives growth

Women are the main consumer segment for air care products. Singapore has a high female employment rate.

Fragrance is key

Fragrance is considered as the core feature of air care products, because such products are mainly designed to provide a pleasant fragrance. For consumers, scent can trigger emotions and is associated with memories.

COMPETITIVE LANDSCAPE
Three key players continue to lead

Air care is dominated by three main players: Reckitt Benckiser, SC Johnson & Son, and Procter & Gamble. Reckitt Benckiser leads in gel air fresheners and spray/aerosol air fresheners, which are the two most commonly used air fresheners in Singapore.

Large players trying to solve the paradox of air fresheners

Air care products are designed to freshen and improve indoor environments, however there are increasing concerns about the adverse effect of the emissions from air fresheners. Ingredients of air fresheners are not required to be disclosed, and most manufacturers typically do not disclose, or use general names for certain chemical ingredients.

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Air Care in Singapore

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Overview

Discover the latest market trends and uncover sources of future market growth for the Air Care industry in Singapore with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Air Care industry in Singapore, our research will save you time and money while empowering you to make informed, profitable decisions.

The Air Care in Singapore market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Air Care in Singapore?
  • What are the major brands in Singapore?
  • How do plug-in electric air fresheners perform compared to the battery-operated ones?
  • What is the most dynamic air care category?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Air Care in Singapore - Category analysis

HEADLINES

PROSPECTS

Consumers demand more than a scent
Female purchasing power drives growth
Fragrance is key

COMPETITIVE LANDSCAPE

Three key players continue to lead
Large players trying to solve the paradox of air fresheners

CATEGORY DATA

Table 1 Sales of Air Care by Category: Value 2013-2018
Table 2 Sales of Air Care by Category: % Value Growth 2013-2018
Table 3 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 4 NBO Company Shares of Air Care: % Value 2014-2018
Table 5 LBN Brand Shares of Air Care: % Value 2015-2018
Table 6 Forecast Sales of Air Care by Category: Value 2018-2023
Table 7 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Home Care in Singapore - Industry Overview

EXECUTIVE SUMMARY

Rising needs remain in mature home care market
Private label is growing in demand
Brand names that remain synonymous with associated products continue to enjoy market dominance
Fragrances and natural eElements introduced into new products
Growth continues to be driven by new product innovation and organic players

MARKET INDICATORS

Table 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

SOURCES

Summary 1 Research Sources