Boston, MA -- (SBWIRE) -- 06/13/2014 -- Frequent innovation and advertising of new products was successful in retaining the interest of consumers, which was reflected in positive retail volume and value sales growth. Manufacturers constantly offered new fragrances, and promoted new designs and formats on television. Wealthier customers were eager to try out new products besides buying existing ones, even at higher prices. Thanks to the strong advertising of electric and spray/aerosol air fresheners and the growing presence of cheaper alternatives, air care was able to expand in terms of both retail volume and value sales. However, retail value sales growth was mainly driven by higher average unit prices.
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Sara Lee Hungary Zrt continued as the leading player in air care in Hungary in 2013, accounting for a retail value sales share of 33%.Sara Lee offered renowned brands and a wide choice of high quality products. Its key brand Ambi Pur continued as the second leading brand in overall air care. Sara Lee's Ambi Pur was present in nearly all categories of air care, with the exception of liquid air fresheners. The company offered premium quality products and frequently presented new innovative versions, while the Ambi Pur brand also enjoyed strong advertising support and wide distribution. Ambi Pur remained highly popular in 2013, which was reflected in it seeing retail value sales growth of 7% and a further marginal increase in retail value sales share. Sara Lee Hungary remained the leading company in car air fresheners, the largest category, while it ranked second or third in all of the remaining categories in which it was present
Product innovation is predicted to strongly influence air care in Hungary over the forecast period. Leading manufacturers are expected to improve their existing products and launch new formats and designs. The introduction of new concepts is most likely in electric, gel and candle air fresheners. As the purchasing power of consumers is expected to recover, albeit slowly, they will be able to buy more air care products. Due to the growing range of high quality products available, consumers are expected to increase their purchases in both volume and value terms. Limited unit price increases are also expected to help in driving demand.
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