Competitive Landscape
Leading Players Maintain Their Positions through Diverse Portfolios
The air care market in Israel is relatively concentrated, with the top two players, Reckitt Benckiser and Sano Bruno's Enterprises, holding significant shares of 33% and 19%, respectively, in 2025. The industry did not experience significant changes in company or brand rankings over the 2020-2025 period?, with the leading players broadly maintaining their positions.
Recent Innovations Showcase Natural and Premium Offerings
Recent innovations in air care in Israel include the natural lemon reed fragrance diffuser, which allows users to personalise scent intensity by adjusting the number of reeds and placement in different rooms. This product aligns with the growing demand for modular, mood-tailored air-care experiences and targets wellness-orientated households seeking non-toxic, aromatherapy-inspired options.
No Significant Mergers or New Product Launches Reported
There were no significant mergers or acquisitions in 2025 or anticipated in 2026. Similarly, there were no notable and innovative product launches in late 2025 or planned for 2026.
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Overview:
Understand the latest market trends and future growth opportunities for the Air Care industry in Israel 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 Israel, 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 Israel 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 Israel?
- Which are the leading brands in Air Care in Israel?
- How are products distributed in Air Care in Israel?
- 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 Israel - Category analysis
Key Data Insights
Premium and Wellness Trends Drive Air Care Value Growth
Premium and Wellness Trends Drive Air Care Value Growth
Spray/Aerosol Air Fresheners Remain Largest Format, Despite Decline
Electric Air Fresheners and Gel Air Fresheners Drive Dynamic Growth
Premium Formats to Drive Growth with a Wellness Focus
Spray/Aerosol Air Fresheners to Remain the Largest Format in Volume Terms
Wellness Trends and Premiumisation to Shape Industry Future
Leading Players Maintain Their Positions through Diverse Portfolios
Recent Innovations Showcase Natural and Premium Offerings
No Significant Mergers or New Product Launches Reported
Discounters Lead Air Care Sales with Value Offerings
Retail E-Commerce Benefits From Sales of Premium Air Care Products
Distribution Landscape Split between Value and Premium Offerings
Home Care in Israel - Industry Overview
Modest Growth Driven by Price Increases and Premiumisation
Key Data Insights
Modest Growth Driven by Price Increases and Premiumisation
Sano Drives Premiumisation with Innovative Product Formats
Rami Levy Expands Private Label Portfolio to Capture Value-Driven Demand
Discounters and Private Label Products Drive Market Growth
Laundry Care Will Maintain the Largest Share, Boosted by Premium Offerings
Sustainability and Premiumisation to Shape Future Trends
Innovation Helps Leaders Sano and Reckitt Benckiser Maintain Their Positions
Sano Drives Premiumisation with Innovative Product Formats and Fragrances
Opportunities Arise From Sustainability and Premiumisation Trends
Discounters Lead Home Care Sales with Their Strong Value Proposition
Retail E-Commerce Offers Convenience and Variety
No New Retail Brands or Concepts Emerge in 2026
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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