Air care in India continued to post double-digit growth in 2024, fuelled by rising consumer interest in fragrance-led ambience, hygiene, and aesthetic upliftment of indoor spaces. Spray and aerosol formats remained the most popular choice due to their affordability, instant impact, and broad availability. These products are especially favoured in urban and semi-urban households, where demand is often occasion-driven for entertaining guests, post-cleaning routines, or festive periods. However, br

Air care in Germany recorded a positive performance in 2024, driven by the increasing relevance of the fragrance trend. Post-pandemic, the concept of the home as a cosy, clean and comfortable space helped drive category growth. This was further supported by players investing in developing novel fragrances and increasing pet ownership. Furthermore, the high average unit price and greater demand for brands in the category enabled air care to achieve higher current value growth in 2024 than the pre

Although Austrian consumers continue to seek a fresh and clean atmosphere at home, air care's current value sales growth was marginal in 2024, with volume sales declining across various product types such as spray, electric, candle, and gel air fresheners. Increased prices, the high cost of living, and general financial constraints led many consumers to reduce spending on non-essential items, including air care products. Some opted for less expensive alternatives or homemade solutions, while oth

Air care in the US saw slow declines in both retail volume and current value terms in 2024, as persistent economic pressures and rising living costs led to strained consumer budgets, therefore limiting discretionary spending on air care products. Within air care, electric air fresheners and spray/aerosol air fresheners were the only categories to experience retail current value growth, but this was driven entirely by price increases rather than volume gains, as volume sales remained almost stati

Having surged in 2023, the rate of growth in retail current value sales of air care slowed significantly in 2024. Air care in Cameroon is dominated by spray/aerosol air fresheners and candle air fresheners, with car air fresheners accounting for most of the remainder. This slowdown was mainly due to the maturation of candle air fresheners, where retail current value sales had more than doubled in 2023. Nonetheless, they remained the top performer in 2024. Overall, demand for air care remains ver

Air care volume sales in Tunisia slowed down in 2024 due to the remarkable increase in retail prices. High inflation and economic crisis has resulted in lower purchasing power. Even domestic brands such as Kiordor and Nassim that are usually sold at affordable prices compared to imported brands were affected by lower demand. The increase in distribution, production and raw materials costs has pushed up retail prices in air care, both on imported and local products.

Candle air fresheners is still a niche area of the market in Kenya but these products are becoming more popular due to their dual function as both decorative items and air care products. Consumers are becoming increasingly drawn to products that provide a long-lasting fragrance while also enhancing the ambiance of their homes?. Candle air fresheners are also perceived to be safer in terms of the ingredients and are also perceived to be more environmentally friendly. The popularity of candle air

Overall, air care in Morocco posted a further slight drop in retail volume sales in 2024, while there was a moderate rise in retail current value sales amid rising prices. The downturn in the demand for the traditional and dominant format, spray/aerosol, shaped the performance of the category. Spray/aerosol but also gel and electric air fresheners are being perceived as outdated or even obsolete in some cases. The new trend in air care in Morocco focuses on diffusions of the scents of natural es

In 2024, air care in Nigeria recoded retail value growth of 59%, boosted by rising unit prices. However, very high inflation in the overall economy weakened consumer spending power, leading to a retail volume decline of 18%, with a deeper decline in categories deemed less essential, such as candle and car air fresheners.

Having declined in 2023, retail constant value sales of air care in Pakistan rebounded strongly in 2024, as the annual rate of inflation eased somewhat. Nonetheless, price sensitivity remained a critical factor in 2024, influencing consumer choices in air care. With inflation still affecting household budgets, many consumers are opting for cost-effective options, such as basic aerosol air fresheners and smaller pack sizes. Local brands are capitalizing on this trend by offering affordable altern

Air care in Hong Kong continued to record both retail volume and current value sales growth in 2024. Post-pandemic, many local consumers are in the habit of creating a pleasant home environment. Growth was particularly dynamic for liquid air fresheners, spray/aerosol air fresheners and other air care, due to a wider range of new products from both established and new players.

Air care maintained solid retail volume and current value growth in Taiwan in 2024. An increasing number of consumers in the country have shifted focus to their own physical and psychological health. Even with shrinking purchasing power, more consumers have been willing to purchase products with clearer benefits for their personal wellbeing. Considering this consumption mindset, more products have been launched by key players and multiple new players in recent years, which has helped develop sal

Retail current value sales of air care rebounded in 2024, but they continued to decline in constant value terms, albeit at a slower rate than in previous years. Earlier in the review period, air care demand in Uruguay was negatively impacted by cross-border shopping in Argentina, but this trend weakened in 2024, as the foreign-exchange value of the Argentine peso stabilised somewhat.

Following two years of decline, air care in North Macedonia saw retail volume sales tip back into positive territory in 2024. Because these types of products are much less likely to be considered necessities than other home care items, the category was a key beneficiary of increased confidence and purchasing power among consumers as the recent spike in inflation receded. However, this non-essential status also limited the extent to which demand recovered, with volume growth remaining marginal as

Traditional air care in Finland is experiencing a decline as consumers increasingly turn to air purifiers and other solutions that are seen as more effective and long-lasting. Air purifiers, which offer both odour removal and air quality improvement, are becoming a trendy choice in homes, particularly with heightened awareness of indoor air pollution. Consumers are shifting towards these products for healthier, more sustainable air care, viewing them as more versatile alternatives to conventiona

In 2024, both volume and value sales of air care products in Georgia posted solid positive growth, driven by increased consumer awareness, strategic marketing efforts and the expansion of modern retail outlets into regional areas beyond the capital. The development of these retail channels has played a crucial role in enhancing product availability, making air care products more accessible to a broader customer base.

In 2024, the air care category in Guatemala recorded positive growth in both volume and value terms. However, the rate of value growth was curbed by the only modest price increases observed throughout the year. Price stabilisation played a key role in this trend, as it made air care products more accessible, contributing to increased volume demand. The growing popularity of air care products further supported this rise in demand. Among the various product formats, spray and aerosol products rema

In 2024, air care in the Philippines saw low retail volume and current value growth rates, with increases across all categories. However, as air care products are generally regarded as non-essential by Filipinos, value sales remain relatively low compared with many other home care categories in the country. Gel air fresheners continued to reign as the most popular air care category in the Philippines, with leading brands such as Glade, Ambi-Pur, and Albatross maintaining significant retail value

In 2024, air care in Uzbekistan saw sales volumes growing at a moderate pace. However, the category has seen a significant rise in prices, with double-digit increases attributed to import tariffs and related cost pressures. Despite this growth, the market remains limited in scope, with a consumer base predominantly concentrated in urban areas, leaving rural regions underdeveloped in terms of demand.

Air care in Japan experienced a surge in value sales in the first year of the pandemic in 2020, followed by declines as the situation eased. However, a return to minimal growth was seen in retail current value terms in 2024 as sales normalised, although volume sales remained fairly static. Liquid air fresheners accounted for the highest sales in 2024, and despite this, also saw the strongest growth. These are popular for continuous fragrance, with demand linked to the wider health and wellness t

In 2024, the air care category in Kazakhstan continued to face stagnation, with no signs of full recovery. Such lack of growth is primarily due to ongoing product supply disruptions, which have affected the availability of products across the market. Additionally, consumer demand remains subdued as air care products are not perceived as essential, limiting sales volume growth. While volume declined slightly in 2024, prices within the category have experienced some upward movement. The increase i

Air care was the best performing home care product in Ecuador in 2024, registering both healthy current value and volume growth. This was in spite of ongoing economic challenges. The desire for a more pleasant living space during challenging times fuelled demand for air care, as it is seen as an affordable way to improve wellbeing. Air care brands leverage this by promoting their products as small luxuries that can make a big difference.

The air care market in Slovenia experienced solid growth in current value terms in 2024. This was partly due to rising prices, in response to recent inflationary pressures. This pricing strategy has helped the category navigate stagnating consumer demand caused by more cautious spending and the prioritising of essential purchases, often to the exclusion of perceived less necessary items, like air care.

Air care posted robust growth in 2024, with all categories registering increases in retail volume growth. Sales were stimulated by the launch of novelties with leading players expanding premium lines containing natural ingredients. When marketing these products, the messaging is focused on the connection with mood and wellbeing. Spray/aerosols are slowly being replaced by automatic air fresheners in Serbia although the higher price is a hindrance which prevents uptake among less affluent consume