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Strategy Briefing

Air Care in Western Europe

May 2018

US$1,325

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About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

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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Overview

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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.

Consumers are trying to reduce their exposure to potentially harmful chemicals, impacting some air care products

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.

Private label products keep gaining market share, threatening second tier brands across Western Europe

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.

Challenging economic situation affects air care utility perception in some markets

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.

Air care growth is being driven by a strong rise in the popularity of candle air fresheners

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.

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Introduction

Scope

Key findings

Regional Overview

Western Europe in context

Air care expected to grow at a slow pace

Candles are lighting up the region

Major growth in Candle air fresheners across Western Europe

Significant decline in Electric Air Fresheners in France and Italy

Non-store retailing is starting to take off across Western Europe

Leading Companies and Brands

Private label keeps gaining share in almost every market

RB takes the podium: Private label maintains steady growth

Major companies have their sales concentrated within five key markets

Stable brand podium, while Yankee Candle shoots up

Forecast Projections

Forecast projections

Air care set for further growth, mainly relying on candle love

Drivers’ effects on overall air care sales: Focus on key markets

Unmet potential: Important room for growth in Germany and the UK

Country Snapshots

UK: Market context

UK: Competitive and retail landscape

France: Market context

France: Competitive and retail landscape

Spain: Market context

Spain: Competitive and retail landscape

Germany: Market context

Germany: Competitive and retail landscape

Italy: Market context

Italy: Competitive and retail landscape

Switzerland: Market context

Switzerland: Competitive and retail landscape

Austria: Market context

Austria: Competitive and retail landscape

Netherlands: Market context

Netherlands: Competitive and retail landscape

Portugal: Market context

Portugal: Competitive and retail landscape

Belgium: Market context

Belgium: Competitive and retail landscape

Turkey: Market context

Turkey: Competitive and retail landscape

Ireland: Market context

Ireland: Competitive and retail landscape

Sweden: Market context

Sweden: Competitive and retail landscape

Norway: Market context

Norway: Competitive and retail landscape

Finland: Market context

Finland: Competitive and retail landscape

Denmark: Market context

Denmark: Competitive and retail landscape

Greece: Market context

Greece: Competitive and retail landscape

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Megatrends

Strategy Briefing

Air Care in Western Europe

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

Consumers are trying to reduce their exposure to potentially harmful chemicals, impacting some air care products

Private label products keep gaining market share, threatening second tier brands across Western Europe

Challenging economic situation affects air care utility perception in some markets

Air care growth is being driven by a strong rise in the popularity of candle air fresheners

Want to find out more about this report?

Table of Contents

Introduction

Scope

Key findings

Regional Overview

Western Europe in context

Air care expected to grow at a slow pace

Candles are lighting up the region

Major growth in Candle air fresheners across Western Europe

Significant decline in Electric Air Fresheners in France and Italy

Non-store retailing is starting to take off across Western Europe

Leading Companies and Brands

Private label keeps gaining share in almost every market

RB takes the podium: Private label maintains steady growth

Major companies have their sales concentrated within five key markets

Stable brand podium, while Yankee Candle shoots up

Forecast Projections

Forecast projections

Air care set for further growth, mainly relying on candle love

Drivers’ effects on overall air care sales: Focus on key markets

Unmet potential: Important room for growth in Germany and the UK

Country Snapshots

UK: Market context

UK: Competitive and retail landscape

France: Market context

France: Competitive and retail landscape

Spain: Market context

Spain: Competitive and retail landscape

Germany: Market context

Germany: Competitive and retail landscape

Italy: Market context

Italy: Competitive and retail landscape

Switzerland: Market context

Switzerland: Competitive and retail landscape

Austria: Market context

Austria: Competitive and retail landscape

Netherlands: Market context

Netherlands: Competitive and retail landscape

Portugal: Market context

Portugal: Competitive and retail landscape

Belgium: Market context

Belgium: Competitive and retail landscape

Turkey: Market context

Turkey: Competitive and retail landscape

Ireland: Market context

Ireland: Competitive and retail landscape

Sweden: Market context

Sweden: Competitive and retail landscape

Norway: Market context

Norway: Competitive and retail landscape

Finland: Market context

Finland: Competitive and retail landscape

Denmark: Market context

Denmark: Competitive and retail landscape

Greece: Market context

Greece: Competitive and retail landscape

Why buy this report?

Want to find out more about this report?

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