Boston, MA -- (ReleaseWire) -- 06/23/2014 -- 2013 was an uneventful year for air care. There were not many TV ads like in previous years and manufacturers are not launching new products. Instead, it seems as if producers are waiting for the effects of the economic crisis to completely wear-off before starting aggressive marketing campaigns. One reason for this might be that air care products are far from being essential and that consumers are thus quick to exclude them from their shopping lists when disposable incomes contract.
SC Johnson & Son, which markets the Glade and Oust brands, led sales in 2013 with a value share of 27% and was followed by RB (Reckitt Benckiser) with 22% (Air Wick), Julius Samann with 17% and Procter & Gamble with 16% (Ambi Pur brand). Other companies were far behind, with no other player accounting for more than 6% of air care retail value sales. The success of the three leading players in the area can be attributed to strong brand image as a result of extensive advertising and widespread product availability.
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Consumer disposable incomes are expected to rise over the forecast period and air care products will increasingly be purchased regularly. As a result, high positive growth rates are expected in almost all areas over the coming years.
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