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Canadian air care market led by SC Johnson & Son

Press Release   •   Feb 20, 2013 09:50 GMT

The Canadian air care market posted current value growth of 3% through 2012, to hit a market value of C$277 million.

Driven by consumers' desire for their homes to smell good, approximately 80% of all adult Canadians purchased some type of air care product in the past year, including candles and candle accessories, sprays, plug-ins, room fresheners, potpourri, air fresheners, air purifiers and more.

A tremendous shift has occurred among home fragrance consumers, as people realised that having a pleasant smelling home is not just for holidays or special occasions anymore. People expect their homes to smell great year around, thus buying and using home fragrance products has become an everyday necessity.

The influence of aromatherapy has been profound in the Canadian air care market. Aromatherapy is a concept defining the use of fragrances in enhancing the mood and health of an individual and represents a major factor driving the air care industry.

The Canadian air care market is highly concentrated, with three manufacturers accounting for 86% of value sales in 2012. The leading player was SC Johnson & Son with a 33% value share, closely followed by Reckitt Benckiser also with 33% and Procter & Gamble with 20%.

Both Reckitt Benckiser and Procter & Gamble have been catching up fast, introducing new products and varieties and thus growing share of sales significantly since 2005 to re-shape the competitive landscape previously largely dominated by SC Johnson

Car air fresheners registered the strongest current value growth of 4% in 2012, with sales exceeding C$20 million. Car air fresheners accounted for 7% of total category value in 2012. This rise was underpinned in large part by Febreze Car Vent Clips, which were launched in 2012.

Procter & Gamble had an established presence in the category through Ambi Pur, while the extension of the Febreze brand into cars invigorated the category and caused a slight growth spurt.

For more information on the Canadian air care market, see the latest research: Canadian Air Care Market

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