The Indian air care market grew by 17% in current value terms to touch Rs1.7 billion in 2012, which was marginally faster than growth across the previous three years, mainly due to the growing number of consumers who were willing to experiment with the modern formats such as aerosols to keep their homes odour free.
Air care began to be associated as a lifestyle product and attracted the consumers to buy different variants including spray/aerosol air fresheners such as Air Wick.
Positioned and promoted as a lifestyle product, air care emerged as a promising category over the review period. Urban consumers continued to switch from traditional offerings such as incense sticks known as agarbattis locally, to the more sophisticated spray/aerosol format for their homes in 2012.
Additionally, to leverage on the growing shift and potential growth of modern air fresheners, leading players such as Godrej Consumer Products Ltd introduced air fresheners under the brand AER.
Air care products continued to be available in sprays, solid formats, and electric air fresheners in 2012. Of all, spray/aerosol started to gain strength mainly due to the ease of use and effective action associated with it.
Spray/aerosol brands such as Odonil, Air Wick, Ambi Pur, and Premium continued to witness a rise in sales due to growing acceptance and uptake. Further, manufacturers such as Reckitt Benckiser started to launch aerosols in different fragrance variants to suit consumers' preferences.
According to a recent report, 'Air Care in India,' lavender continued to be the most popular fragrance in air care in 2012. However, jasmine gained more popularity to shift sandalwood to gain the second leading position, followed by rose and sandalwood. Such natural fragrances continued to gain popularity amongst consumers.
Dabur India Ltd continued to dominate air care with value share of 38% in 2012. The company has a long established leadership in air care under its brand Odonil which has continued to enjoy huge popularity amongst consumers for years. Furthermore, with the launch of Odonil Occasions that offered different formats of air care during the late months of 2011, the company tried to gain further penetration of urban and rural homes.
Procter & Gamble experienced the biggest increase in share, gaining two percentage points due to its brand Ambi Pur which was promoted across the country in 2012. The brand witnessed a rapid increase in sales mainly due to its affordability and easy availability in different formats and variants including aqua, lavender and vanilla for car air fresheners.
For more information on the Indian air care market, see the latest research: Indian Air Care Market
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