Air care registered slight growth in 2018 both in volume and value terms as consumers were seeking different scents to freshen up their homes. This was necessitated by the ongoing positive economic climate in the Netherlands as consumers had more disposable income to spend on unnecessary items.
Candle air fresheners remained the most dynamic within air care with candle air fresheners recording the fastest growth. Demand for candle air fresheners remained high due to their aesthetic nature and the versatility of use from decoration to air purifying.
Internet retailing sales of air care increased in 2018 thanks to efforts by leading online supermarket chain Ah.nl to offer free delivery services of certain brands with a certain minimum expenditure.
Procter & Gamble Nederland retained its leading position in air care in the Netherlands with its Ambi Pur brand, just ahead of SC Johnson Benelux. SC Johnson Benelux successfully rebranded its Glade and Brise brands into one umbrella brand Glade.
Drawing on its strength in laundry care, Unilever Nederland introduced liquid air fresheners in the Netherlands in 2018 under the Robijn brand. The company introduced scents familiar with consumers already such as Zwitsal with the intention of ensuring that consumers continuously enjoy the scent from the laundry detergents they use in their homes.
The success of internet retailing is having a positive effect on small companies bringing new products into the air care category. Yankee International is one such brand which is successful internationally but slowly making roadways into the Dutch market.
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This industry report originates from Passport, our Home Care market research database.