Executive Summary

Feb 2019
PROSPECTS
Air care registers slight growth as consumers look for scents to freshen their homes

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 and liquid air fresheners revive air care with new products

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 retail sales of air care increase in 2018

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.

COMPETITIVE LANDSCAPE
Procter & Gamble Nederland retains leading position ahead of SC Johnson Benelux

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.

Unilever Nederland enters air care within liquid air fresheners

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.

Small companies make roadway in air care

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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Air Care in the Netherlands

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Overview

Discover the latest market trends and uncover sources of future market growth for the Air Care industry in Netherlands with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Air Care industry in Netherlands, our research will save you time and money while empowering you to make informed, profitable decisions.

The Air Care in Netherlands market research report includes:

  • Analysis of key supply-side and demand trends
  • Historic volumes and values, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent market research methodology, conducted in-country

Our market research reports answer questions such as:

  • What is the market size of Air Care in Netherlands?
  • What are the major brands in Netherlands?
  • How do plug-in electric air fresheners perform compared to the battery-operated ones?
  • What is the most dynamic air care category?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Home Care market research database.

Air Care in the Netherlands - Category analysis

HEADLINES

PROSPECTS

Air care registers slight growth as consumers look for scents to freshen their homes
Candle air fresheners and liquid air fresheners revive air care with new products
Internet retail sales of air care increase in 2018

COMPETITIVE LANDSCAPE

Procter & Gamble Nederland retains leading position ahead of SC Johnson Benelux
Unilever Nederland enters air care within liquid air fresheners
Small companies make roadway in air care

CATEGORY DATA

Table 1 Sales of Air Care by Category: Value 2013-2018
Table 2 Sales of Air Care by Category: % Value Growth 2013-2018
Table 3 Sales of Air Care by Fragrance: Value Ranking 2013-2018
Table 4 NBO Company Shares of Air Care: % Value 2014-2018
Table 5 LBN Brand Shares of Air Care: % Value 2015-2018
Table 6 Forecast Sales of Air Care by Category: Value 2018-2023
Table 7 Forecast Sales of Air Care by Category: % Value Growth 2018-2023

Home Care in the Netherlands - Industry Overview

EXECUTIVE SUMMARY

Value sales of home care positive again in 2018
Internet retailing makes value share gains as consumers order products online
Unilever Nederland continues to grow faster than its competitors
New products and reformulations focused on premiumisation in 2018
Home care value sales expected to be positive but promotions limit growth

MARKET INDICATORS

Table 8 Households 2013-2018

MARKET DATA

Table 9 Sales of Home Care by Category: Value 2013-2018
Table 10 Sales of Home Care by Category: % Value Growth 2013-2018
Table 11 NBO Company Shares of Home Care: % Value 2014-2018
Table 12 LBN Brand Shares of Home Care: % Value 2015-2018
Table 13 Penetration of Private Label in Home Care by Category: % Value 2013-2018
Table 14 Distribution of Home Care by Format: % Value 2013-2018
Table 15 Distribution of Home Care by Format and Category: % Value 2018
Table 16 Forecast Sales of Home Care by Category: Value 2018-2023
Table 17 Forecast Sales of Home Care by Category: % Value Growth 2018-2023

DEFINITIONS

SOURCES

Summary 1 Research Sources