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Global Air Care: The Sweet Smell of Success or Olfactory Fatigue?

February 2010

Household Care: Global Air Care

© Euromonitor International

Introduction Global Snapshot Regional Analysis

Category Analysis
Competitive Environment

Future Outlook

2

Introduction

Household Care: Global Air Care

© Euromonitor International

Scope
• All historic values expressed inthis report are in US dollar terms, using a fixed exchange rate (2008). • All forecast data are expressed in constant terms; inflationary effects are discounted. Conversely, all historical data

are expressed in current terms; inflationary effects are taken into account.

AIR CARE COVERAGE AIR CARE US$7.9 billion

Spray/aerosol US$2.6 billion

Electric US$1.7 billion

Gel US$0.9 billionLiquid US$0.5 billion

Candle US$0.7 billion

Car US$1.1 billion

Other US$0.4 billion

Disclaimer Much of the information in this briefing is of a statistical nature and, while every attempt has been made to ensure accuracy and reliability, Euromonitor International cannot be held responsible for omissions or errors Figures in tables and analyses are calculated from unrounded data andmay not sum. Analyses found in the briefings may not totally reflect the companies' opinions, reader discretion is advised

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Introduction

Household Care: Global Air Care

© Euromonitor International

Key Findings
Market slowing Despite the global economic downturn the air care market has continued to grow albeit more slowly than in previous years. Theslowdown originated largely from North America where economic conditions led to a switch from positive growth in years 2003-2007 to decline in 2008. The economic downturn has not been entirely negative in its impact as it has encouraged cocooning, i.e. growth in a home-centred lifestyle which stimulates spending on products to enhance the home environment, such as air care.

Economic benefits Mostdynamic region Category winner

There are exceptions to the economic gloom as certain markets continue to strive for more affluent lifestyles. Eastern Europe is the most dynamic region in this respect having consistently seen double-digit growth in the air care market.
New air care formats abound as innovation has characterised the market. However sprays/aerosols remain the most popular air careformat and continue to see major growth across all regions. New fragrances/product improvements still boost sales. Although there are many manufacturers and brands across the globe, Glade/Brise stands out as the number one brand. It is available in multiple formats and plays an important role across all regions. In a market characterised by a few large players the exit of a major manufacturer opensup the opportunity for a shift in the balance of power. As P&G is reported to take over Sara Lee's Ambi-Pur brand, this will significantly strengthen its role in the air care market. It is perhaps ironic that there is a growth towards 'natural' aromas. Consumers want their air care products to deliver fresh and clean smells rather than masking 'artificial' fragrances. Extending this to the use ofmore natural ingredients may be an obvious trend. The developed regions are showing a growing concern for environmental issues which is reflected in sales. Manufacturers need to take this on board as the importance of sustainability is bound to increase further.
4

Brand leaders

Manufacturer exit

Natural trends

Green light

Household Care: Global Air Care

© Euromonitor...
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