Competitive Landscape
Top Players Drive Concentration through Premiumisation
The air care market in Ireland is concentrated, with the top four players holding a significant combined share. In 2025, Reckitt Benckiser Ireland Ltd led with a 27% share, followed by SC Johnson & Son Inc with 18%, Procter & Gamble (Mfg) Ireland Ltd with 17%, and Yankee Candle Co (Europe) Ltd with 15%.
New Products Introduced by Yankee Candle and Air Wick
Recent innovations in air care in Ireland include Yankee Candle's Hello, Italy! collection, launched in January 2025, featuring four new fragrances inspired by Italian landscapes and experiences. The products were introduced in updated packaging and formats, targeting regular home fragrance shoppers.
Future Opportunities in Premium and Sustainable Offerings
The changes in the competitive landscape present opportunities for businesses in the air care market. With a forecast CAGR of 3% for retail current value sales over the next five years, companies can capture market share by focusing on premium and sustainable offerings.
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Overview:
Understand the latest market trends and future growth opportunities for the Air Care industry in Ireland 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 Ireland, 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 Ireland 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 Ireland?
- Which are the leading brands in Air Care in Ireland?
- How are products distributed in Air Care in Ireland?
- 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 Ireland - Category analysis
Key Data Insights
Consumers Drive Shift Towards Premium and Sustainable Air Care
Consumers Drive Shift Towards Premium and Sustainable Air Care
Yankee Candle and Air Wick Lead Premiumisation and Sustainability Efforts
Health and Wellness Trends Reshape Air Care Product Offerings
Premium and Sustainable Trends to Drive Growth
Electric and Candle Air Fresheners Expected to Lead Growth
Sustainability and Wellness Will Shape Future Business Strategies
Top Players Drive Concentration through Premiumisation
New Products Introduced by Yankee Candle and Air Wick
Future Opportunities in Premium and Sustainable Offerings
Grocery Retailers Dominate Air Care Sales Thanks to Their Convenience
Retail E-Commerce Gains Traction with Trusted Brands
Established Players Lead with Premiumisation and Sustainability
Home Care in Ireland - Industry Overview
Steady Growth Driven by Evolving Consumer Preferences and Innovation
Key Data Insights
Steady Growth Driven by Evolving Consumer Preferences and Innovation
Laundry Care Dominates Market Share with Essential Products
Unilever Drives Growth with Innovative Bleach Foam Format
Sustainability and Innovation to Drive Home Care Growth
Dishwashing Leads Growth with Innovative Formats and Rising Penetration
Premiumisation and Eco-Friendliness to Shape Future Business Strategies
Procter & Gamble and Unilever Lead with Significant Shares
Ecover and Unilever Lead the Way in Innovative Sustainable Products
Reckitt Benckiser Divestment Reshapes Competitive Dynamics
Supermarkets Dominate Home Care Sales with Strong Brand Visibility
Retail E-Commerce Grows Modestly as a Supplementary Channel
Discounters and E-Commerce Drive Competition in Home Care
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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