Air care has benefited to some extent from the fact that consumers have spent more time at home during the COVID-19 crisis and have, therefore, placed a greater emphasis on maintaining a comfortable and appealing domestic environment. However, it has also been adversely affected by the fact that air care products are generally deemed non-essential and are, therefore, easy for consumers to reject in favour of items such as cleaning and washing products during periods of heightened budget-consciousness, as has resulted from measures imposed to contain COVID-19.
Manufacturers’ focus on new product development and promotion of air care products helped to support sales in 2021. Yankee Candle has introduced new scents, shapes and designs to its product portfolio.
RB (Hygiene Home) Czech Republic spol sro remained the top player in air care in 2021, thanks to its Air Wick brand, holding a small lead on second-placed, SC Johnson sro, with its Glade/Brise brand. Together, these two multinationals account for approximately half of the overall value sales in air care, as they benefit from their well-established, strong brand images.
Air care offers limited growth opportunities, with the category expected to see stagnation in both volume and constant value terms over the forecast period. The revival of more normal social and economic activity, with consumers spending more time away from home, will act as a significant constraint on growth.
Demand for air care products with a minimal environmental impact is likely to grow during the forecast period. The rise in eco-consciousness will go hand-in-hand with the growing consumer concern about the impact of chemicals on human health.
With low demand for car air fresheners, the category is not expected to see significant levels of innovation during the forecast period. Manufacturers are likely to focus on more popular air care categories, such as liquid air fresheners and candle air fresheners.
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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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