Air Care in the US

PROSPECTS

Technology and “premium” air care gain ground

Traditional air care such as gel air fresheners and liquid air fresheners experienced eroding value share due to growing consumer preference for candle air fresheners and electric air fresheners. In 2018, however, the greatest excitement within the category originated from essential oil diffusers and their benefits.

Ride hailing services and car sales are driving factors for car air fresheners

Towards the end of the review period, a resurgent automotive market in the US propelled sales of car air fresheners to unprecedented heights. In 2018, the US automotive market did not perform as well as in the past, as sales of new vehicles slowed.

Candle air fresheners shifting in distribution

Air care is recording fairly strong sales growth through internet retailing. As with most other categories of consumer goods in the US, this trend is expected to continue into the forecast period, as online shopping becomes increasingly popular and convenient for consumers.

COMPETITIVE LANDSCAPE

Reckitt Benckiser increases presence with new release

In 2018, Reckitt Benckiser looked to capitalise on its position as the largest player in electric air fresheners. Essential Mist Diffuser (under Air Wick) was released at the beginning of 2018 as a more premium alternative to its established products.

Febreze achieves success with new launch

Febreze further cemented its position in the US as both the leading name in spray/aerosol air fresheners (Febreze Air Effects) and the dominant brand in fabric fresheners (Febreze Fabric Refresher) by launching a new dual-purpose product that it promotes as being equally effective for use in either capacity, dubbed Febreze ONE Fabric & Air Mist. This product was named the product of the year for 2018, by “Product of the Year USA”.

“Healthier” air care options witness increasing demand in 2018

Many of the smaller brands that are niche and focused on providing health benefits, are experiencing an increase in demand from consumers. This is especially important as it will be the guide for future activities for many of the larger, more established brands.

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