The competitive landscape of air care was characterised by small differences between three strong international manufacturers who fought for leadership in 2013. The most successful company was SC Johnson with a 24% value share as the company attracts consumers with prize competitions and offers small gifts when buying their products. The second ranked company was Reckitt Benckiser holding a 23% value share thanks to the popularity of its Air Wick brand, which was promoted on television during the review period and many consumers know it very well. Moreover, its large product portfolio, including all categories of air care, led to the company's success. Therefore, Reckitt Benckiser recorded the highest growth of one percentage point in its share in 2013, over the previous year. Third ranked company Procter & Gamble held a 22% value share thanks to its offering of low-priced products that were popular among lower income households.
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Growth in sales of air care will suffer from a fairly gloomy economic climate in the country as consumers are expected to save more money on non-essential products, such as air care. However, new added-value products that will be introduced by manufacturers over the forecast period, which will lower the unit prices of air care leading to a CAGR of 1% in value sales at constant 2013 prices.
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The Air Care in Slovakia market research report includes:
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