Competitive Landscape
Reckitt Benckiser and Sc Johnson Maintain the Leading Positions
Air care in Germany is concentrated, with the top two companies, Reckitt Benckiser Deutschland GmbH and SC Johnson GmbH, together holding a 52% retail value share in 2025. Reckitt Benckiser led with a 27% share, while SC Johnson followed closely with a 26% share.
Private Label Sees Solid Growth in 2025 as Inflation Impacts Purchasing Behaviour
In air care in Germany, private label experienced significant sales and share growth in 2025, as inflation-driven value-seeking behaviour reshaped consumer habits. No longer perceived merely as budget alternatives, private label lines now compete directly with national labels on quality, with a substantial proportion of consumers viewing them as equivalent.
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Overview:
Understand the latest market trends and future growth opportunities for the Air Care industry in Germany 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 Germany, 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 Germany 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 Germany?
- Which are the leading brands in Air Care in Germany?
- How are products distributed in Air Care in Germany?
- 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 Germany - Category analysis
Key Data Insights
Premium Air Care Products Drive Growth
Premium Air Care Products Drive Growth
Spray/Aerosol Air Fresheners Leads, but Car Air Fresheners Sees the Highest Growth
Sustainability Contributes to Innovation and Growth in Air Care
Growth Expected to Be Driven by Premium and Smart Demands
Spray/Aerosol Air Fresheners Will Maintain Its Lead, but May Face Challenges
Sustainablity, Design, and Fragrance Personalisation Will Be Important
Reckitt Benckiser and Sc Johnson Maintain the Leading Positions
Private Label Sees Solid Growth in 2025 as Inflation Impacts Purchasing Behaviour
Retail E-Commerce Leads Air Care as Consumers Value Convenience
Offline Channels Still Account for Notable Shares, with Discounters Rising
Growth Potential for Retail E-Commerce in the Forecast Period
Home Care in Germany - Industry Overview
Growth in Home Care as Incomes and Confidence Are on the Rise
Key Data Insights
Growth in Home Care as Incomes and Confidence Are on the Rise
Laundry Care Dominates Sales with Established Consumer Habits
Sustainability Drives Evolving Product Formats
Sustainability Also Evident in Ingredients and Packaging
Laundry Care Will Maintain Its Dominance, but Home Insecticides Set to See the Strongest Rise
Sustainability Expected to Drive Innovation and Growth
Digital and Demand for Convenience to Reshape Home Care
Henkel and Procter & Gamble Maintain Their Leading Positions
Everdrop Turns Sustainability into Brand Strategy with Success
Health and Beauty Specialists Leads, Closely Followed by Discounters
Retail E-Commerce Gains Traction with Convenience and Variety
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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