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Air Care in the Netherlands

Netherlands air care market: 14% CAGR value growth forecast between 2012-17

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2014-01-23 00:41:01 - Air Care in the Netherlands - a new market research report on

The Netherlands air care market remains highly concentrated among a few multinationals, including SC Johnson Benelux NV, Procter & Gamble Nederland BV and Reckitt Benckiser Nederland BV, which continued to account for a combined retail share of nearly 85% in 2012.

In a traditional country such as the Netherlands, air care products need a fair amount of promotion and support from manufacturers to become standard products. This has happened in past years, especially with spray/aerosol air freshener products and candle air fresheners. In 2012, the air care category had no overall clear direction but ventured in several directions. The most prominent one was the decline in sales of liquid air fresheners as a reaction to product promotion within other formats.

Air care



remains a dynamic category in the Netherlands thanks to manufacturers´ efforts to keep demand high. During the forecast period overall air care is expected to record growth of 5% in volume terms, and 14% in constant value terms, with new product developments are expected. Another trend shaping up in this category is the development of high-end products. This will be achieved mainly through fragrance and packaging.

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