Boston, MA -- (SBWIRE) -- 07/16/2014 -- After years of bleak performances, air care seemed to recover slightly from 2011. In fact, scents played a growing role in the product mix of laundry detergents, dishwashing and even in beauty and personal care. Thanks to this, and the fact that Belgians also adopted the cocooning trend, the recovery of air care was logical, as air care products help to create a better atmosphere in the home, mainly when consumers entertain at home. Until the middle of the review period air care products lost favour amongst Belgian consumers, due to increasing environmental concerns. This disaffection started just prior to the review period, due to a scandal initiated by consumer trade associations. UFC-Que Choisir in France and Test Achat in Belgium questioned the side-effects of some air care products. According to their tests, many products gave off cancer-causing gases, such as a high rate of toluene. Although new tests led by manufacturers and mainly independent laboratories showed that there was no danger in these products, "the evil has been done".
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Air care has one of the most concentrated competitive environments in Belgium. The three leading multinationals, SC Johnson Benelux, Procter & Gamble Benelux and Reckitt Benckiser, accounted for a combined retail value share of 75% in 2013. The premium brands of these manufacturers enjoy widespread consumer awareness and loyalty. Holding a 40% retail value share, SC Johnson Benelux was the clear leader thanks to its presence in all areas of air care. This position notably relies on a strategy geared towards the quick recruitment and brand loyalty of consumers; for instance in candle air fresheners with Brise Bougies 3 parfums. Thanks to discount coupons the company stimulated sales and capitalised on the future demand for refills in electric air fresheners.
Procter & Gamble's offensive throws the cards into the air, and could trigger a reaction from SC Johnson Benelux and Reckitt Benckiser in the forecast period. Consumers should be increasingly receptive to products which are less damaging to the environment or to items which match their home decor. However, given the flat performance of Belgian GDP, there are uncertainties about manufacturers' capacity to maintain appreciable growth in the forecast period. Air care is expected to see a negative value CAGR of 1% at constant 2013 prices during the forecast period.
Discover the latest market trends and uncover sources of future market growth for the Air Care industry in Belgium with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Air Care industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.
The Air Care in Belgium market research report includes:
- Analysis of key supply-side and demand trends
- Historic volumes and values, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent market research methodology, conducted in-country
Our market research reports answer questions such as:
- What is the market size of Air Care in Belgium?
- What are the major brands in Belgium?
- How do plug-in electric air fresheners perform compared to the battery-operated ones?
- What is the most dynamic air care category?
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Product coverage: Candle Air Fresheners, Car Air Fresheners, Electric Air Fresheners, Gel Air Fresheners, Liquid Air Fresheners, Other Air Care, Spray/Aerosol Air Fresheners.
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