The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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Learn moreMay 2018
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Air care appears to have reached a consumption ceiling in Western Europe, where its market size remains significantly smaller than its North American counterpart. The category managed to bounce back post-crisis, boosted by the success of candle air fresheners in key countries. While the market remains dominated by a handful of brands, private label keeps gaining momentum. The growing rejection of chemically-loaded products due to health concerns will remain challenging in the near future.
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The rising prevalence of allergies and asthma is impacting sales of air care, with consumers being more and more concerned about the impact of products on their health within the confined space of the home. Products perceived as more natural (such as candles or liquid air fresheners using essential oil) are benefiting from this trend. Paradoxically, some consumers display a continued strong attraction towards artificial scents, a phenomenon highlighted by the recent launch in Western Europe of the Unstoppable line.
Attractive pricing and rising product quality have not gone unnoticed by European consumers, who are increasingly deeming private label products has a worthy alternative to some established brands. This trend is also fuelled by the rise of discounters, and an increase in shelf space across all channels.
Air care products are not generally considered staples within the home care environment, and as such are directly affected during challenging economic times. Lower-income countries in Western Europe are experiencing a spending decrease in this category, with consumers prioritising the purchase of more “staple” home care goods instead.
Sales of candle air fresheners experienced strong growth across key markets, boosted by the large product availability across channels, as well as a good utility/price ratio.
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.