Home Care

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…

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…

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…

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…

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…

While retail value sales were double-digit, retail volume sales declined in areas such as gel air freshers, car air fresheners and spray/aerosol air fresheners. Sales were negatively impacted by rising inflation and reduced consumer spending power.…

Air care in Georgia faces moderate volume growth in 2023, with current value growth stimulated by rising retail prices. As in other categories, modern retail is the main catalyst for rising consumption of air care products in Georgia. Indeed, air…

Overall, air care performed well in terms of volume growth. However, the standout performer in 2023 was liquid air fresheners, which in spite of significant price rises, also registered double-digit percentage volume growth. The strong performance…

Air care was one of the few categories that did not suffer from sharp price growth in 2022, but prices caught up in 2023, impacting demand in the year. However, air care overall still managed to achieve positive volume growth due to tourism as sales…