Boston, MA -- (ReleaseWire) -- 06/13/2014 -- In 2013 companies in air care continued to take advantage of the general premiumisation of some categories which began two years earlier. Even though this product valorisation trend was more evident in candle, electric, spray/aerosol and other air fresheners, premiumisation has also been seen in some other categories, thereby alleviating structural decline. The category remained dynamic in 2013, thanks to frequent communication campaigns over 2011-2012 which revived the interest in novelties such as multicoloured candle air fresheners, elegantly designed electric air fresheners and the glamorous air care sticks and envelopes in other air care. Besides, the category was also favoured by the prevailing cocooning trend amongst French households, air care grew by 3% in current value terms in 2013.
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Reckitt Benckiser France lost ground in air care in France in recent years; however, in 2013 the company still managed to account for a 29% share of value sales to lead overall. Its performance was mainly sustained by the launch of novelties under the Air Wick brand during the final quarter of 2013, which helped to counter the offensive from major competitors as well as smaller players. Its closest rival, SC Johnson, was static in 2012 but managed to stabilise its second position in 2013 with a 23% value share. The top four air care brands in 2013 - with each brand capturing at least a 5% value share - were Air Wick, Brise, Ambi Pur and Febreze, in order of ranking.
Air care is set to see a positive value outlook at constant 2013 prices, even though volume sales are likely to remain flat. The category is likely to continue its premiumisation trend to see a positive value CAGR of 2% at constant 2013 prices over the next five years. Key players are expected to continually adopt traits of luxury, and perpetually refine their products in order to keep pace with market dynamics. The differentiation between standard and economy brands is likely to widen, and consumers will prefer to spend on sophisticated products which provide high-quality utility rather than basic substitutes.
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The Air Care in France market research report includes:
- Analysis of key supply-side and demand trends
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