Sales of air care products increased in Singapore in current value terms in 2021, after seeing a decline in 2020. COVID-19 saw consumers prioritise cleaning and hygiene products in 2020, leaving them with little budget left over for air care products, but this situation reversed as the situation improved and the country started to open up in 2021.
Car air fresheners had already been seeing a declining trend even prior to the pandemic. However, the category saw a massive current value decline in 2020, which continued, although at a slower pace, in 2021.
Reckitt Benckiser continued to lead air care in Singapore in 2021 through its brand Air Wick. However, the brand faces very close competition from Glade (SC Johnson & Son) and Ambi-Pur (Procter & Gamble), with the shares of all these brands remaining fairly similar.
Over the forecast period air care in Singapore is expected to see solid retail current value growth, driven mainly by continued strong growth and high sales for gel air fresheners, although spray/aerosol air fresheners will not be far behind, with products that are designed to help sanitise likely to be preferred over others. On the other hand, volume and value sales of car air fresheners are expected to continue to decline, due to the diminished growth prospects for cars in Singapore.
The rising trend for fragrances is not only visible in air care, but in almost all home care categories. From laundry care to toilet care, manufacturers are looking to incorporate new fragrances to attract consumers.
According to a survey conducted in 2021, seven out of 10 employees in Singapore were stressed because of COVID-19. Whilst work-related stress was already high in Singapore, COVID-19 further aggravated the situation.
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This is the aggregation of spray/aerosol air fresheners, electric air fresheners, gel air fresheners, liquid air fresheners, candles, car air fresheners and other air care.See All of Our Definitions
This report originates from Passport, our Air Care research and analysis database.
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