COMPETITIVE LANDSCAPE
Shanghai Johnson Ltd Maintains Its Lead Despite Share Decline
Air care in China is moderately concentrated, with the top three companies together holding a 32% share of retail value sales. In 2025, Shanghai Johnson remained the largest player with a 15% value share, followed by Jiangsu Johnson Tongda Co Ltd with a 10% share, and Shanghai Kobayashi Daily Chemicals Co Ltd with a 7% share.
Private Label and Dtc Brands Are Driving Innovation and Growth
The rise of private label and direct-to-consumer (DTC) brands is redefining the competitive landscape. Value-conscious consumers are seeking affordable alternatives to premium home fragrance brands.
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Overview:
Understand the latest market trends and future growth opportunities for the Air Care industry in China 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 China, 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 China 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 China?
- Which are the leading brands in Air Care in China?
- How are products distributed in Air Care in China?
- 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 China - Category analysis
KEY DATA INSIGHTS
Air Care Products Have an Evolving Role in Consumers' Homes
Air Care Products Have an Evolving Role in Consumers' Homes
Health Concerns Drive Demand for Hygiene-Focused Products
Mood-Boosting Ingredients Fuel Growth in Air Care
Meituan and Taobao to Drive Growth through Rapid Delivery, and Consumers Look for Self-Care
Liquid Air Fresheners to Remain the Largest Category and See the Strongest Growth
Ai-Powered Fragrance Creation Expected to Shape Air Care
Shanghai Johnson Ltd Maintains Its Lead Despite Share Decline
Private Label and Dtc Brands Are Driving Innovation and Growth
Offline Retail Remains Dominant, with Supermarkets Particularly Significant
Retail E-Commerce Accelerates Growth with Instant Delivery
Home Care in China - Industry Overview
Laundry Care Dominates Sales in a Low-Growth Environment
KEY DATA INSIGHTS
Laundry Care Dominates Sales in a Low-Growth Environment
Lycocelle Achieves Rapid Growth with Mood-Boosting Laundry Detergent
Health and Wellness Trend Reshapes Product Development and Marketing
Effortless Living Drives Innovation in Cleaning Efficiency
Laundry Care Anticipated to Maintain Dominance with Emotional Value and Premiumisation
Smart Home Technology and Ai to Reshape the Industry Dynamics
Challenges Likely to Persist Amidst Growth Opportunities
Liby Maintains Its Lead through Deep Penetration and a Focus on Niches
Emerging Brands Are Dynamic and Take Share From the Leaders
Offline Retail Continues to Dominate Despite Rapid E-Commerce 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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