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Air Care in Italy

Italy air care market: Fall of -7% witnessed in 2012

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2014-02-17 14:03:01 - Air Care in Italy - a new market research report on

The competitive environment is highly concentrated in the Italy air care market; in fact, the three leaders, Johnson Wax SpA, Reckitt Benckiser Italia and Procter & Gamble Italia, covered over 75% of total value sales in 2012. Johnson Wax SpA occupied the leading position, holding 36% value share in 2012 and leading in almost every category except car air care and liquid air fresheners and other air care, where it is not present at all.

Its competitive advantage comes from spray/aerosol and gel air fresheners where it held respectively 45% and 44% share but also from candle air fresheners where it held almost 65% value share of the category, confirming its success throughout both 2011 and 2012 with its Glade brand



and gaining across the whole category more than one percentage point increase in value share in 2012, the biggest increase in air care.

Considering the macroeconomic scenario, candle air fresheners registered an unexpected increase in both current value by 16% in 2011 and 11% in 2012 and in volume respectively by 14% and 9%. An evident general trend in air care was determined by the fact that customers opted for products with lower unit price. However, in the case of candle fresheners, consumers considered this kind of product as a treat in addition to its primary function and were attracted by its exotic taste; the reason for this was that, spending more time at home because they could afford to go out less often, Italians were willing to spend on an indulgent item that was certainly cheaper than many others.

No major changes are expected over the forecast period in air care. Consumers will continue to be receptive to innovation and premium products. Although the trend in both volume and constant value terms will remain in decline because air care products are still not considered as an everyday necessity but are bought mainly on impulse, as the financial difficulties ease, these impulse purchases are expected to pick up slightly over the forecast period and hence the CAGR decline will be modest.

Key Headlines

- In 2012, air care registers a decline, shifting the positive trend of the previous few years, decreasing by almost 7% in current value sales
- Consumers curtailing household expenditure has finally impacted negatively on air care product sales
- Unit prices are maintained throughout 2011 and 2012 thanks to innovation and the search for a relaxing treat at home
- Johnson Wax SpA leads in 2012 with value share reaching 36%
- Air care is expected to see stability in volume over the forecast period although shrinking in constant value terms due to unsustainable unit price increases over the review period

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Mike King
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