Air Care

Unilever is one of the leading home care companies worldwide, with a strong market presence in the Asia-Pacific African region and Latin America. The company has 13 brands, whereas five belong to the home care industry, namely Seventh Generation,…

Procter & Gamble remains the global leader in home care, where much of the growth is stemming from the continued expansion of the laundry care category. Its high brand recognition, coupled with multiple advantageous brand positions, is expected to be…

Amid high inflationary pressure and economic uncertainty in markets around the globe, the home care industry is also facing a deceleration in sales growth due to a softening of pent-up demand after the pandemic. SC Johnson’s growth potential within…

As the fourth largest home care player in the world, Henkel derives most of its industry revenue from its laundry care business, while dishwashing and toilet care have grown the strongest. Despite a decline in market share, the company managed to…

The evolution of modern, post-pandemic lifestyles, which included spending more time at home, led to an increase demand for air care in 2023. With a high proportion of consumers adopting hybrid working patterns, they were keen to use these products…

In 2023, air care experienced a moderate upswing in both volume and value terms, largely due to inflationary trends and rising prices. Despite this growth, the category's consumer base remains primarily concentrated in urban areas, with limited…

Air care continued to be a popular product in Uruguay in 2023, though as with other home care products, it was negatively impact by cross-border shopping in Argentina and registered a fall in volume sales. Although inflation has soared in Argentina,…

Car air fresheners showed the highest (and only positive) volume sales growth within the overall category of air care in 2023, with the rise primarily linked to the surge in the number of cars in Ukraine. The imposition of martial law has prompted…

In 2023, the prices of air care products experienced a significant rise, driven by the devaluation of the Turkish Lira. This devaluation led to higher expenses in importing, producing, and distributing these products, compelling manufacturers to…

Home-made candle air fresheners has emerged as a key category trend in Tunisia. This trend gained momentum in the review period, with a further increase in interest witnessed in 2023. The offer is characterised by the crafting of air care products,…

Air care in the US suffered a current value drop of 5% in 2023, marking the second consecutive year of decline. This downturn represents a corrective phase following the robust growth observed by the category during the pandemic. Throughout 2023, air…

Air care was one of the top performers in home care in 2023, recording the third highest retail value growth after surface care and home insecticides. In terms of volume, the only formats experiencing volume declines were gel air fresheners and car…

The current surge in inflation has significantly increased local consumers' price sensitivity, influencing their buying preferences when choosing air care. This adjustment is reflected in altered shopping behaviours, as consumers now prioritise…

Air care saw dynamic retail volume and current value growth in 2023. The discernible surge in sales can be attributed to rising consumer awareness of the health benefits of air care products in the post-COVID-19 era. The COVID-19 pandemic has had a…

Dutch consumers are increasingly aware of the harmful effects of chemicals on their health and look to refrain from buying air care products that might potentially emit harmful chemicals, opting for more natural solutions instead. As a consequence,…

Candle and electric air fresheners became increasingly popular among Czech consumers in 2023, as many looked for cheap but highly convenient products. This helped air care to record positive retail volume growth during a time of rising price points.…

Overall retail volume sales of air care products displayed a modest uptick in 2023. However, this growth narrative unfolded against the backdrop of notable shifts in unit prices. The incremental growth observed in overall volume sales of air care…

In line with trends noted over the review period, air care continued to record positive retail value and volume growth in 2023, despite rising price points. Even though many consumers have travelled overseas following lifted restrictions, while…

With consumers spending more time at home during the COVID-19 crisis, demand for air care increased. People looked to improve the ambience of their home, removing bad smells and replacing them with ones that could enhance the home environment and…

Household sustainability and environmental awareness drive a demand for natural ingredient air care products. Manufacturers respond with innovations, such as the 2023 launch of Air Wick Active Fresh Room Spray, a spray/aerosol air freshener…

Compared to many other areas of home care, air care was relatively resilient to inflationary pressures, reporting a slight increase in retail volume. During the pandemic, long periods of home seclusion changed the way many people viewed their living…

In 2023, air care witnessed moderate single-digit growth in current value terms, due to the shifting perspective of air care as a component of self-care, particularly among the younger generations. This signifies a departure from viewing air care…

Demand for air care in South Africa continued to rise in 2023, albeit with marginally slower volume sales growth compared to the previous year, as the country experienced a surge in inflation. This contributed to higher company revenues and profits…

Inflation is a driving force behind the growth of air care products in value terms in Slovenia. With rising unit prices, consumers are adopting a more cautious approach to their spending habits, leading to a decline in volume sales. Although…

Air care is managing to achieve small positive volume gains, while value sales are supported by the price hikes which are affecting home care overall. Indeed, air care attracts consumers who are keen to try new formats and scents and move from the…

The use of natural ingredients in air care is gaining substantial appeal among consumers in Singapore. This growing trend reflects a shift towards more sustainable and environmentally-friendly choices, aligning with the increasing awareness and…

Rising price points led to double-digit value growth in 2023, while growing prices encouraged some consumers to purchase less and shift to private label goods. In addition, branded players focused on deals and discounts to retain sales. Despite these…

Despite greater time spent at home at the height of the pandemic, demand for air care notably declined in 2020, as many local consumers, faced with mounting financial pressures, reduced their spending on perceived non-essential home care. In…

Romanian consumers remained very attached to their homes, and there was still a large part of the population that worked from home (or in a hybrid work system). In general, consumers are placing a higher importance on having a pleasant environment at…

The air care category performed well in both value and volume terms in 2023. The increased relevance that the home environment gained during the COVID-19 crisis continued at the end of the review period, favouring the development of the air care…

Following the outbreak of COVID-19, many consumers are spending more time at home, with hybrid working becoming increasingly common. The rise in home offices has increased the demand for air care products, including scented candles, liquid air…

Prior to the pandemic there was a surge in demand for newer and more innovative air care products such as candle, electric and gel air fresheners. However, the pandemic had a significant impact on demand with demand for many products slumping as…

The demand for air fresheners continued to rise in 2023. All significant categories saw strong retail volume growth rates, although candle, gel and liquid air fresheners remained negligible. Spray/aerosol and "other" air fresheners dominated demand,…

Norwegians tend to prefer clean, natural and scent-free homes, and many do not deem air care to be a necessity. Moreover, concerns over the impact of harmful chemicals on personal health and the environment placed a downward pressure on sales of air…

Air care overall recorded a decline in volume sales growth in 2023 as current value sales rose in response to rising unit prices. Inflationary pressures and diminished disposable personal incomes prompted many consumers tend to trade down to…

Most areas in air care recorded a retail volume sales decline in 2023 due to high inflation and the increase in unit prices that triggered the double-digit retail value growth in current terms. The affordability of gel air fresheners and…

The absence of COVID-19 restrictions in 2023 marked a significant shift in consumer behaviour in the air care category. With New Zealanders spending more time at home between 2020 and 2022 due to lockdowns and various restrictions, there was a…

.Air care in Morocco witnessed a positive growth in current value terms in 2023, continuing the trend of the previous year. Spray/aerosol air fresheners continued to be the most widely used product type, as well as posting the strongest overall…

Air care recorded retail volume growth in 2023, albeit at a slower pace than for several years. The largest category, spray/aerosol air fresheners, saw a healthy performance, due to the affordability and ease of use of these products. This popular…

Air care maintained retail volume and current value growth in 2023, with increases seen across all categories. However, car air fresheners saw the strongest increase in this year. Car is the main mode of transportation for locals, and the majority of…

Price inflation has softened in 2023, providing a welcome relief for consumers. Air care registered double-digit current value growth and steady volume growth reflecting the significance of this product area. Spray/aerosols is the main category in…

In 2023, gel air fresheners saw strong growth rates in both retail value and volume. These fresheners are crafted with formulations designed to impart a longer-lasting fragrance, distinguishing them from other formats and appealing to consumers…

Air care in Kenya enjoyed further strong retail volume and current value growth in 2023, supported by fragrance innovations and a growing middle-class consumer base amid rising urbanisation. Considerable growth in the category was stimulated as…

Though air care in Kazakhstan saw rising value sales in 2023, volume sales were in decline. Spray/aerosol air fresheners continued to account for the largest share of volume sales in the overall category, while electric air fresheners showed the most…

Air care had been seeing steady growth in value sales in the pre-pandemic years, and in 2020, when the pandemic hit Japan, there was further significant growth. As interest in indoor air quality improved along with much more time spent at home and…

Throughout 2022 and 2023, sales of air care products were negatively impacted by tough economic conditions, which saw cash-strapped consumers seek to rationalise their expenditure by switching away from non-essential products. This was accompanied by…

While overall retail volume sales of air care continued to decline in 2023, this trend was mostly driven by the larger spray/aerosol format, as an increasing number of consumers are moving away from these products due to concerns over the impact of…

While retail value sales posted a positive performance in 2023, this was driven by rising inflation and increased price points across air care. In comparison, retail volume sales struggled, as higher price points saw consumers reducing their…

Air care is seeing fair growth, which is attributed to the ongoing growth of urbanisation in Indonesia. Electric air fresheners is seeing the strongest sales, achieving double-digit value growth in 2023. This underscores a shifting preference among…

Air care experienced positive retail volume and current value growth in India in 2023, driven by factors such as greater consumer awareness, increasing urbanisation, and improved distribution channels. The growing trend towards self-care and wellness…