Electric air fresheners has contributed the highest value sales in air care over the historic period, partly due to its higher unit prices, but it is also the only subcategory to record both negative volume and value growth since 2007. This contrast is caused by its limited product offerings and unnatural aromas.
Spray/aerosol air fresheners registered the fastest growth in 2018, which is attributed to diversified new product development in product designs and new aromas. Updated packaging designs from previous metal aerosol cans to glass bottles support demand from consumers seeking enhanced taste and better quality of life.
Despite lower prices in air care, not being regarded as daily essentials hinders the category from further growth. For example, car air fresheners has reached a point where consumers are now concerned about the dangers of exposure to product ingredients in smaller enclosed spaces.
Farcent has been the leader in air care since 2008, which is attributed to its solid position across all five air care subcategories. Due to its continuous product innovation focusing on formats, fragrances and new models, its share has continued increasing over the historic period.
Local brands account for the majority of air care, which is attributed to their familiarity with local consumption habits, reasonable prices and more marketing campaigns in supermarkets. Magic Amah owned by Nice Group is another active larger local brand with its presence in four subcategories except for car air fresheners.
Similar to most home care products, hypermarkets and supermarkets remain the major distribution channels in air care. In the meantime, internet retailing also witnesses moderate growth as more companies have chosen to operate their own flagship stores on multiple online shopping websites.
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This industry report originates from Passport, our Home Care market research database.