Air Care in Slovakia

PROSPECTS

Convenience and premiumisation major growth drivers

Electric air care products grew in popularity in 2018, driven largely by strengthening consumer demand for convenient-to-use products and the improving economic situation of Slovak households. With product innovation, more sophisticated marketing support and an increasing number of design options, electric air care is expected to witness further growth over the forecast period.

Eco-friendly product options gain popularity

In 2018, the growing environmental consciousness among consumers was increasingly visible in air care, leading to a gradual shift from spray/aerosol air fresheners to sprays/sprinklers or gel air fresheners.

Health concerns related to air care products not sufficiently addressed

As consumers become increasingly aware of allergies, concerns about heavily perfumed air care products are rising. The number of Slovaks who suffer from allergies or asthma is expected to grow over the forecast period, and this will likely become a legitimate barrier for growth.

COMPETITIVE LANDSCAPE

Product safety for children to become more visible

In terms of product innovation, fragrance mixes are becoming more popular with a growing product assortment in place. Combining traditional fragrances with an innovative ingredient, such as cinnamon, is the normal approach.

Product labelling plays a major role

More sophisticated product labelling in air care is expected over the forecast period, with manufacturers increasingly using claims and product logos from market research companies or government institutions (such as “the best-selling product in a specific category or region”). Innovating labels in terms of design, limited editions or adding selling points is a relatively inexpensive and efficient method of brand promotion and manufacturers are expected to make this a focus area.

Private label continues to flex its muscles in 2018

Private label had a strong impact on air care in 2018 by offering superior value for money compared to the competition. The products were advertised in stores and on printed leaflets issued by retailers, often informing consumers about price promotions.

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