Boston, MA -- (ReleaseWire) -- 06/03/2014 -- The performance of air care in 2013 was an improvement relative to the average growth recorded during the review period, when value sales declined at a current CAGR of 3% and volume sales declined at a CAGR of 6%. Volume sales of air care did not decline in 2013 for the first time during the review period, in spite of the ongoing trend of consumers shifting towards more-concentrated product variants. Air care products are increasingly getting more shelf space in grocery stores, as manufacturers look to boost their consumer bases.
Reckitt Benckiser Adriatic, SC Johnson Wax and Proct er & Gamble led air care sales in Bosnia-Herzegovina in 2013, with respective value shares of 44%, 34% and 7%. Reckitt Benckiser Adriatic and SC Johnson Wax invest the most in advertising and product development. They also leverage on their wide portfolios outside of air care to boost their influence on key retailers in the country.
Air care is expected to register a better performance in Bosnia-Herzegovina over the forecast period than that recorded during the review period. During the review period, sales declined due to a contraction of consumers' disposable incomes. The category is expected to begin recovering in value sales terms over the forecast period. The expected decline in volume sales over the forecast period is due to the growing concentration of products in the category - smaller packs for the same effects.
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