Air Care - US - February 2018
Sales in the air care industry remain nearly flat from 2016-17, contracting 0.3% to reach just more than $6 billion. While the need to eliminate temporary smells and create a pleasant ambiance drive demand, competition from other industries, disengagement with the category, and a lack of major innovation are hindering incremental sales growth. The industry enjoys wide penetration, with most using air care more than once a month. However, non-users avoid these products due to preferences for an unscented space.
This report examines the following issues:
Unscented preferences, absence of odors prohibit use for some
Importance of discounts signals disengagement in the category