Home Care

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…