Air care continued to record strong growth in 2018, profiting from greater consumer demand for freshness and a pleasant ambience at home. With increasingly busy lifestyles and stress at work, consumers are regarding their homes as an oasis of peace and relaxation.
Candle air fresheners continued their robust performance in 2018. Candle air fresheners are often perceived as less harmful to health than spray/aerosol air fresheners or electric air fresheners.
Growing consumer awareness of sustainability issues is also giving rise to demands for air care with natural ingredients, and by extension fragrance with a fresh and natural scent. New product development of air care was focused on new scents and different packaging types in 2018.
In 2018, SC Johnson and Reckitt Benckiser (Schweiz) continued to be the top players in current value terms in air care. Brise and Air Wick continued to be the leading brands and hold a dominant combined value share.
Spirig Kerzen increased its value sales based on the strength of its Yankee Candle brand, which is positioned at the high end of the category in candle air fresheners and is noted for its higher-end packaging, with some candles sold in stylish glass jars, which distinguish them from rival brands with a premium look. In 2018, the company launched a car and travel range called Charming Scents, which looks more like a decoration than an air freshener.
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This industry report originates from Passport, our Home Care market research database.