2014 was a year of low or static growth in most home care categories in Russia. However, within air care, consumer demand remained strong enough in 2014 to ensure that volume sales continued growing. This can be explained by reference to the high proportion of mid-priced and premium products in air care as the consumers of these more expensive products are generally less price-sensitive. Furthermore, air care remains popular among those consumers who keep pets.
SC Johnson led air care throughout the review period, accounting for 29% of value sales in 2014. 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. The brand notably dominated spray/aerosol air fresheners and gel air fresheners with respective value shares of 34% and 84% in 2014, remaining the only brand offered in these categories in many retail outlets. The company also offers Oust, which is positioned as eliminating odours rather than covering them up. However, it was noted during the review period that SC Johnsonís share was in gradual decline as it lost one percentage point between 2010 and 2014.
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Domestic players are expected to become increasingly significant in air care during the forecast period. In addition to differentiating their product ranges by offering them at low prices, these players are also expected to offer value-added products with attractive designs. Arnest and Sibiar have already updated their product portfolios to include premium air fresheners which are able to compete with rival products offered by multinational companies, mostly in the category of spray/aerosol air fresheners. Overall, Russian players are seeking to upgrade their images and improve their product ranges in air care.
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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