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Air Care in the United Kingdom

UK air care market: £400 million industry in 2012

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2014-02-21 02:33:02 - Air Care in the United Kingdom - a new market research report on

Reckitt Benckiser continued to hold the leading position in the UK air care market during 2012, when it registered a value share of 26%. However, the manufacturer saw a slight drop in share after a gain in 2011. Reckitt Benckiser saw a decline of its Air Wick brand in 2012, due to the increased competition from SC Johnsons Glade brand.

Air care recorded 1% growth in value terms in 2012, slightly below the review period average. Candle air fresheners registered by far the highest growth within air care in 2012, reflecting the continuation of a trend seen throughout the review period. Although car, gel and liquid air fresheners also registered growth in terms of value sales, all lost share to candle



air fresheners. Consumers seem to be drawn to candles for a number of different reasons. For example, many appear to like the ambience they offer and find candles to be a more holistic and, in many cases, more cost-efficient than other air care options.

Air care is expected to register an annual decline of 1% in constant value terms over the forecast period. All categories are set to see declines, with the exception of candle air fresheners, which will register a positive 4% CAGR; this will mitigate the overall category decline.

Key Headlines

- Air care grows by 1% in current value terms to reach sales of £396 million in 2012
- The main air care trend of 2012 was the increased variety in terms of presentation
- Candle air fresheners registers the fastest current value growth in 2012, with a rise of 10%
- The average unit price for most air care products increases in 2012
- Reckitt Benckiser Ltd continues to lead air care with a 26% value share in 2012
- Over the forecast period, sales of air care are set to decline at a CAGR of 1% in constant value terms.

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Mike King
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