The leading format of air care in Germany, spray/aerosol air fresheners, is expected to see a further decline in demand over the forecast period, as local consumers purchase natural oils and reed diffusers as alternatives. This shift is mainly because consumers are placing their health first and choosing air filters over artificial scents, especially in terms of small particles being propelled into the atmosphere through spray/aerosol options.
Once the impact of inflation eases in Germany, demand for electric air fresheners is likely to improve, notably in the second half of the forecast period, due to advancements in smart technology. These devices can be customised and controlled through smartphone apps, allowing users to easily adjust scent intensity and receive low-refill notifications.
Over the forecast period, leading players such as SC Johnson (Glade), Reckitt Benckiser (Air Wick), and Procter & Gamble (Febreze) are expected to continue to drive air care sales, but they will face growing competition from private label. These products from various retailers, including dm-Drogerie Markt (Denkmit) and Dirk Rossmann (Domol), offer a wide variety of scents, formats, and formulations that change frequently to match consumers’ requirements.
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Understand the latest market trends and future growth opportunities for the Air Care industry in Germany with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Air Care
This is the aggregation of spray/aerosol air fresheners, electric air fresheners, gel air fresheners, liquid air fresheners, candles, car air fresheners and other air care.
See All of Our DefinitionsThis report originates from Passport, our Air Care research and analysis database.
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