Air Care - Country Reports

Abstract

The series is a collection of reports providing data on Air Care market by country or region. It includes the overview of each country and the economical/environmental factors influencing the current and future trends in local market. It also covers the industry structures, the company market share, and the profile of major players of local markets worldwide.

Through the use of the excellent industry knowledge, the reports help clients understand the market potentials, measure their opportunity and develop successful strategies.

CHECK the list of Countries

EXAMPLE Country Report

The following is the table of contents of one selected report in the series and serves as an example of the typical items covered in each country report. Certain sections in each report may be removed or altered based on the availability and relevance of data.

* This series will be available by country.
* The price and the publishing date may vary depending on the country. Please contact us for details.

Air Care in Germany

HEADLINES

TRENDS

Published reports, product tests or the public advice/warnings of consumer watchdogs such as Stiftung Warentest or Okotest, as well as official health and environmental authorities, which claim that air fresheners could contain chemicals which may be harmful to people and the environment, continued to hamper the consumer demand for air care products in Germany in 2010.

COMPETITIVE LANDSCAPE

Reckitt Benckiser Deutschland and SC Johnson together held a value share of 48% in 2010, and therefore dominated air care. Reckitt Benckiser held a 26% value share in overall air care, as well as a 98% value share in electric air fresheners, a 44% share in gel air fresheners, 23% in liquid air fresheners and 8% in spray/aerosol air fresheners in 2010.

PROSPECTS

Air care is expected to register a decline of 2% in constant value terms in the forecast period. The lack of strong investment in ground-breaking product innovation by the leading players which would be able to revive the category, as well as the image of these products as a health hazard and damaging to the environment, will continue to hamper the consumer demand for air care products in the next five years.

SCENTED CANDLES

• Table 1 Total Candles Market Size 2008-2012
• Table 2 Total Candles Brand Rankings 2008-2010

CATEGORY DATA

• Table 3 Sales of Air Care by Category: Value 2005-2010
• Table 4 Sales of Air Care by Category: % Value Growth 2005-2010
• Table 5 Battery Operated vs Plug-in Electric Air Fresheners: % Value Breakdown 2008-2010
• Table 6 Air Care Fragrances Rankings by Value 2007-2010
• Table 7 Air Care Company Shares 2006-2010
• Table 8 Air Care Brand Shares 2007-2010
• Table 9 Forecast Sales of Air Care by Category: Value 2010-2015
• Table 10 Forecast Sales of Air Care by Category: % Value Growth 2010-2015

Air Care in Germany - Company Profiles

• Procter & Gamble GmbH in Home Care (Germany)
• Reckitt Benckiser Deutschland GmbH in Home Care (Germany)
• Werner & Mertz GmbH in Home Care (Germany)

Home Care in Germany - Industry Context

EXECUTIVE SUMMARY

• Home care continues to decline
• The green trend continues to grow
• The competition intensifies
• Distribution is in the hands of the leading retailers
• Economic growth expected to support an improved performance

KEY TRENDS AND DEVELOPMENTS

• Home care suffers stagnation in spite of economic growth in Germany
• Private label - a force to be reckoned with
• Home care benefits from the presence of multinationals
• Green products grow in importance
• Demographic and lifestyle changes influence buying habits

MARKET INDICATORS

• Table 11 Households 2005-2010

MARKET DATA

• Table 12 Sales of Home Care by Category: Value 2005-2010
• Table 13 Sales of Home Care by Category: % Value Growth 2005-2010
• Table 14 Home Care Company Shares 2006-2010
• Table 15 Home Care Brand Shares 2007-2010
• Table 16 Penetration of Private Label by Category 2005-2010
• Table 17 Sales of Home Care by Distribution Format: % Analysis 2005-2010
• Table 18 Sales of Home Care by Category and Distribution Format: % Analysis 2010
• Table 19 Forecast Sales of Home Care by Category: Value 2010-2015
• Table 20 Forecast Sales of Home Care by Category: % Value Growth 2010-2015
• Table 21 Forecast Sales of Home Care by Region: Value 2010-2015
• Table 22 Forecast Sales of Home Care by Region: % Value Growth 2010-2015
• Table 23 Forecast Sales of Home Care by City: Value 2010-2015
• Table 24 Forecast Sales of Home Care by City: % Value Growth 2010-2015

DEFINITIONS