Boston, MA -- (SBWIRE) -- 06/13/2014 -- A slight premiumisation trend was noted in air care, reflected by the development of more advanced products such as automatic fragrance sprays and more fragrances. These new air care products not only release a new scent but also neutralise bad odours thanks to more advanced chemical formulations. For example, in 2013 the company Avir Psagot started to import more concentrated forms of spray/aerosol air fresheners. In addition, the new Air Wick Air & Fabric from Reckitt Benckiser Ltd extended a trend first seen in the floor cleaners category that started in 2012 of adding fragrances seen in laundry softeners to home care products. The brand won a product of the year award in 2013.
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Sano Bruno's Enterprises Ltd continued to lead sales with a 43% value share thanks to its long-standing presence in the market and its wide variety of spray/aerosol air fresheners. In 2013, its overall share fell by one percentage points, largely as a result of the strengthening of its competitor.
The addition of laundry fragrance to air care is not expected to expand to other brands besides Air Wick, since manufacturers are set to focus on other fragrances for their own products, while Reckitt Benckiser Ltd's Air & Fabric variant will gain a certain share but will not influence the whole category.
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