The wide range of products with different formats, fragrances and methods of application are the main factors stimulating the category’s development. Women are the main buyers of air care products and they are taking care not only in regard to household cleaning issues, but also in regard to pleasant smells at home. For this reason, manufacturers are offering an extended range of different fragrances, trying to meet diversified consumer tastes.
SC Johnson remained the category leader in terms of value sales with a 29% share in 2015. It success is attributable to its well-known and recognisable Glade/Brise brand. The company is present in nearly all categories of air care, providing consumers with a wide selection of different formats and scents.
Over the forecast period, air care is set to post a value CAGR of 2% at constant 2015 prices. An increasing number of consumers is likely to use air care on a regular basis, aiming to enrich interiors with pleasant scents. They will eagerly opt for more-complex scent compositions, being particularly interested in relaxing fragrances, which help to improve mood and create a special atmosphere at home.
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