Boston, MA -- (ReleaseWire) -- 07/17/2014 -- Standard spray/aerosol air fresheners continued to dominate sales of air care at the end of the review period, accounting for 69% of overall value sales. These products are popular due to offering lower prices and a quick means of scenting and deodorising homes. However, consumers became increasingly sophisticated in their demand within air care during the review period. There was a growing focus on creating an attractive ambience in homes, with this resulting in consumers shifting to air care products that offer an attractive design and ambience.
SC Johnson was the clear leader in air care throughout the review period and accounted for 30% value share in 2013. The company owes the bulk of its sales to the well-established Glade brand, which offers a wide range of scents and products across air care. This brand notably dominated concentrated spray/aerosol air fresheners and gel air fresheners with 90% and 84% value share in 2013, being the only brand offered in these product areas in many retailers, and also led standard spray/aerosol air fresheners with 30%. The company also Oust, which is positioned as eliminating odours rather than covering them up.
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Domestic players are expected to become increasingly significant in air care during the forecast period. Increasingly, these players will not simply differentiate their ranges by offering low prices but will seek to offer added-value and attractive design. Upeco's Deliss Auto range is for example likely to attract many consumers due to its innovations in design, function and packaging, with scented stickers on packaging set to attract many consumers' interest. Russian players are seeking to upgrade their image and product ranges in air care. Sibiar for example extended its Do-Re-Mi brand with the launch of the Do-Re-Mi Premium range in February 2014. This launch offers a dry spray that does not cause splashes and offers stylish packaging and wide range of fragrances including Coffee, Lemon, Lilac, Sea, Strawberry, Apple and Anti-Tobacco.
Discover the latest market trends and uncover sources of future market growth for the Air Care industry in Russia with research from Euromonitor's team of in-country analysts.
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The Air Care in Russia market research report includes:
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Our market research reports answer questions such as:
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Product coverage: Candle Air Fresheners, Car Air Fresheners, Electric Air Fresheners, Gel Air Fresheners, Liquid Air Fresheners, Other Air Care, Spray/Aerosol Air Fresheners.
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