Competitive Landscape
Reckitt Benckiser and Procter & Gamble Maintain Dominance
Air care in Belgium is highly concentrated, with the top two companies, Reckitt Benckiser SA NV and Procter & Gamble Benelux SA NV, holding significant shares. In 2025, Reckitt Benckiser SA NV led the category with a 30% share, followed by Procter & Gamble Benelux SA NV with 16%.
Emerging Brands Gain Traction in Health and Wellness
With the market's shift towards essential oil diffusion, specialist brands such as Pranarom and Puressentiel are emerging as significant market players. Both brands are available in health and wellness stores such as Medi-Market.
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Overview:
Understand the latest market trends and future growth opportunities for the Air Care industry in Belgium 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 Belgium, 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 Belgium 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 Belgium?
- Which are the leading brands in Air Care in Belgium?
- How are products distributed in Air Care in Belgium?
- 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 Belgium - Category analysis
Key Data Insights
Stagnant Sales Due to Shifting Consumer Preferences
Stagnant Sales Due to Shifting Consumer Preferences
Spray/Aerosol Air Fresheners and Odour Neutralisers Drives Sales with Personalisation
Sustainability and Natural Ingredients Shape Air Care Trends
Financial Pressures to Drive Volume Decline Despite Value Growth
Shift to Non-Traditional Retail Channels Expected to Gain Momentum
Smart Home Integration Set to Drive Air Care Evolution
Reckitt Benckiser and Procter & Gamble Maintain Dominance
Emerging Brands Gain Traction in Health and Wellness
Traditional Channels Lead Sales Alongside Emerging Channels
E-Commerce Drive Diversification
Home Care in Belgium - Industry Overview
Strong Promotions Drive Growth in Home Care
Key Data Insights
Strong Promotions Drive Growth in Home Care
Mood-Boosting Ingredients Drive Fragrance Innovation
Convenience Shape Home Care Trends
Promotions and Innovation Drive Value Growth
Innovation and Convenience to Shape Future Trends
Leading Companies Maintain Grip through Innovation and Promotions
Innovative Launches and Emerging Players Reshape Market Dynamics
Supermarkets Remain Dominant Despite E-Commerce Growth
E-Commerce Drives Channel Growth
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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