Air Care in Venezuela

PROSPECTS

Availability of air care products remains limited in 2017

The number of air care products available remained limited in 2017. With the exception of spray/aerosol air fresheners, products in air care were imported and negatively affected by lower and erratic foreign currency allocation.

Two fragances dominate

Lavender and apple remained the most common fragrances in air care in Venezuela. No new fragrances entered the category from 2014 until the end of the review period as difficult operating conditions in the country discouraged new releases.

Car air fresheners and electric air fresheners outperform in 2017

Car air freshener and electric air fresheners outperformed air care in 2017. Price increases boosted current retail value growth despite declining retail volume sales.

COMPETITIVE LANDSCAPE

SC Johnson & Son de Venezuela CA dominates air care

SC Johnson & Son de Venezuela CA dominated air care in 2017 thanks to its well-known brand Glade. The favourable competitive positions achieved by this company in air care over the review period can be attributed to the wide portfolios of products offered in all categories, and strong distribution.

International brands lead air care

International brands and manufacturers led air care in 2017. The majority of smaller domestic companies participated in standard spray/aerosol air fresheners, as this category had the highest penetration among low-income households.

No key launches or packaging innovations

Overall, the competitive positions of the brands present in air care did not change significantly in 2017. With product availability limited it remained difficult to predict movements between company and brand shares.

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