Boston, MA -- (ReleaseWire) -- 06/09/2014 -- Sales of air care products increased by 4% in current terms in 2013. Product innovation and strong spending on advertising maintained interest in air care in Australia. Reckitt Benckiser (Australia) Pty, the category leader, launched in July a massive campaign to support the new Air Wick multicolour black edition candles. The company built tunnels over the main escalators at several Westfield shopping centres across Australia, simulating the ambience created by candles. Inside the tunnels, the new purple blackberry fig fragrance of the Air Wick candle was released, and scented brochures were handed out.
The top three competitors within air care in Australia are the multinational players Reckitt Benckiser (Australia) Pty, SC Johnson & Son Pty and Procter & Gamble Australia Pty, which accounted for a combined value share of 87% in 2013.
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Product innovation and heavy spending on advertising from global brands will maintain consumer interest in the category over the forecast period. Sales of air care are expected to growth at a CAGR of 3% at constant 2013 prices over the forecast period. Manufacturers have successfully created value propositions that will continue to appeal to consumers. Product innovation and extensions within air care will continue to be the main themes across the category. Increasingly, manufacturers will attempt to add value with new features to create unique offerings, such as candle glasses or gel handlers.
Discover the latest market trends and uncover sources of future market growth for the Air Care industry in Australia with research from Euromonitor's team of in-country analysts.
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If you're in the Air Care industry in Australia, our research will save you time and money while empowering you to make informed, profitable decisions.
The Air Care in Australia 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
Our market research reports answer questions such as:
- What is the market size of Air Care in Australia?
- What are the major brands in Australia?
- How do plug-in electric air fresheners perform compared to the battery-operated ones?
- What is the most dynamic air care category?
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