New Market Research Report: Air Care in Estonia

As economic confidence rose towards the end of the review period, consumers' demands from air care became more sophisticated. Increasingly, consumers are seeking products that offer an attractive appearance as well as a pleasant fragrance, with air care increasingly being used as a feature of home décor. This trend notably benefited candle air fresheners and gel air fresheners, with the latter offering attractive options such as Ambi Pur Gel Crystals in dual colour minimalist containers.

Competitive Landscape

Reckitt Benckiser is the clear leader in air care, with this company accounting for a strong 41% value share in 2015. This company benefits from offering a wide range of products, being present in all product areas across air care other than car air fresheners. The company also benefits from the strength of its Air Wick brand and its focus on attractive design, such as with its Air Wick Decosphere range. With a growing focus on design within air care, the company also achieved the strongest growth in value share among the leading players in 2015, gaining almost two percentage points in share. Growth was also supported by the company's use of price promotions to attract customers at the end of the review period.

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Industry Prospects

Air care is expected to benefit from rising disposable income levels in the forecast period. Air care is not viewed as an essential area in home care by many consumers, instead being viewed as an indulgence purchase. This is particularly true of air care other than spray/aerosol air fresheners. While many households keep spray/aerosol air fresheners in the toilet or bathroom to remove unpleasant smells, rising income levels will encourage a growing number to buy air care for other rooms in their homes. This will result in a stronger focus on premium and natural scents and on attractive design.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Air Care industry in Estonia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Air Care industry in Estonia, our research will save you time and money while empowering you to make informed, profitable decisions.

The Air Care in Estonia market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth
* Robust and transparent market research methodology, conducted in-country

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