GROWING CUSTOMER DEMAND DRIVING THE ADOPTION OF AIR CARE PRODUCTS IN INDIA
When it comes to the adoption of air care products in India, it can be safely said that yesterday's compulsion has become today's necessity. Air care products, which gained prominence for their ability to neutralise bad odours are fast becoming a style statement. Fragrance is gradually becoming a purchasing driver for air care products, and consumers are seeking experiential and sophisticated fragrances to enhance their indoor living space. This is particularly prominent amongst urban consumers in metro and tier-2 cities.
Air care products market treads growth path
The nascent air care market in India, which is expected to be worth INR 13.54 Bn by the end of 2020, is abuzz with a number of product launches and rising consumer demand for having a clean environment. With product innovations like automatic sprays that release periodic bursts of fragrances, and electrical room fresheners, brands such as Odonil, Glade and Airwick are driving the adoption of air care products, not as a novelty but a generic product. This is primarily resulting in the category being pitched as a mood refresher rather than an odour remover, and driving the market for air care products in India by almost 22.1% every year. Consumers are increasingly adopting these products as freshening solutions for every space in their homes. This has led to a surge in demand for fragrance products and formats.
Growing demand driving product diversification
Consumers, off late, have become more open to experimenting with different variants of air care products, including spray, aerosol air fresheners. In the wake of changing consumer preference, Odonil, which claims almost 85% share of the air freshener category, is steadily offering distinctive solutions to spread the fragrance in indoor living spaces. The brand has launched sprays and an electric plug-in device for the living space. Apart from the usual sprays and aerosols, the brand recently came up with a special package of different formats of home fresheners, containing a reed diffuser, an oil burner, a potpourri, a pillar candle and aromatic floating candle, which marked its entry into the aroma products market. The move was primarily aimed at converting agarbatti users who are aware of the benefits of fragrances to the brand as well as streamlining a largely unorganised sector.
Odonil’s direct competitor, Reckitt Benckiser's Air Wick has also launched a line of room freshening products including Air Wick Freshmatic, which releases periodic bursts of fragrance. The format was largely considered a novelty two or three years ago, thanks to Air Wick Freshmatic are becoming generic today. Not only homes, Reckitt Benckiser and other brands are fast expanding within the car fragrance market as well.
Increasing availability bodes well for market growth
The ever increasing popularity of e-commerce shopping sites and hyper-local markets, especially in tier I and tier II cities, augur well for the overall adoption of air care products in the country. These are the preferred retail distribution channels for urban consumers to purchase air care products. Moreover, changing consumer preference as well as the tendency to purchase impulsively on seeing the products on shelves amongst consumers, a variety of options from which to choose, and discounts/offers available in these retailers are also driving the adoption of air care products in India.