Competitive Landscape
Leading Brands Maintain Dominance through Innovation
The air care market in Australia remained concentrated in 2025, with the top three manufacturers holding significant share. In 2025, Reckitt Benckiser (Australia) led with a 40% share, followed by SC Johnson & Son with 10% and Procter & Gamble ?Australia with 8%.
Strategic Restructuring Reshapes Competitive Landscape
In July 2025, Reckitt Benckiser announced the sale of a 70% majority stake in its Essential Home division to private equity firm Advent International in a deal valued up to AUD4.8 billion.
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Overview:
Understand the latest market trends and future growth opportunities for the Air Care industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Air Care industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Air Care in Australia report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Air Care in Australia?
- Which are the leading brands in Air Care in Australia?
- How are products distributed in Air Care in Australia?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Air Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Air Care in Australia - Category analysis
Key Data Insights
Mood-Boosting Ingredients Drive Innovation and Premium Growth
Mood-Boosting Ingredients Drive Innovation and Premium Growth
Premiumisation Reshapes Category From Odour Control to Lifestyle
Health and Wellness Trends Transform Air Care into Holistic Living Category
Health and Wellness Position Air Care as Emotional Wellbeing Category
Sustainable Innovation Becomes Both a Compliance Necessity and a Differentiation Driver
Smart Technology Merges with Fragrance Science for Premium Segment
Leading Brands Maintain Dominance through Innovation
Strategic Restructuring Reshapes Competitive Landscape
Supermarkets Channel Maintains Lead as E-Commerce Captures Premium Segment
Home Care in Australia - Industry Overview
Evolving Product Formats Drive Home Care Growth Amid Economic Pressures
Key Data Insights
Evolving Product Formats Drive Home Care Growth Amid Economic Pressures
Private-Label Expansion Reshapes Competitive Dynamics
Sustainability Initiatives Gain Traction across Categories
Consumers Drive Multifunctional Product Demand
Sustainability to Reshape Product Portfolios and Consumer Expectations
E-Commerce and Private Label Drive Market Dynamics
Leading Brands Maintain Dominance through Innovation and Divestiture
Divestiture Reshapes Competitive Dynamics
Supermarkets Channel Maintains Dominance as E-Commerce Enjoys Further Growth
Bunnings and Chemist Warehouse Lead Emerging Retail Concepts
Country Reports Disclaimer
The following categories and subcategories are included:
Air Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Air Care research and analysis database.
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