Competitive Landscape
Leading Brands Maintain Share through Innovation
Air care in New Zealand remains highly concentrated, with the top two companies, Reckitt Benckiser New Zealand and SC Johnson & Son (NZ), holding a significant share of the market. In 2025, Reckitt Benckiser led with a 45% share, while SC Johnson & Son held 37%.
Innovation From Emerging Players Aromaplan and Blueair Drive Growth
AromaPlan and Blueair are emerging as strong performers in air care in New Zealand. AromaPlan DAP PRO 2025 stands out in both residential and commercial settings, offering app-controlled fragrance delivery and HVAC compatibility, distinguishing it within the personalised air care segment.
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Overview:
Understand the latest market trends and future growth opportunities for the Air Care industry in New Zealand 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 New Zealand, 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 New Zealand 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 New Zealand?
- Which are the leading brands in Air Care in New Zealand?
- How are products distributed in Air Care in New Zealand?
- 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 New Zealand - Category analysis
Key Data Insights
Premium Formulations Drive Sales Growth
Premium Formulations Drive Sales Growth
Personalised Air Care Gains Traction through Innovative Launches
Liquid Air Fresheners Sees Growth with Wellness Focus
Brands Invest More in Smart Technology
Demand for Premium Products Expected to Increase
Sustainability and Wellness Set to Shape Innovation and Brand Appeal
Leading Brands Maintain Share through Innovation
Innovation From Emerging Players Aromaplan and Blueair Drive Growth
Supermarkets Remains Dominant Channel for Air Care Products
Premium Products Expand Significantly in Retail E-Commerce
Emerging Direct Selling Brands Drive Personalised Air Care Growth
Home Care in New Zealand - Industry Overview
Home Care Sees Strong Growth Driven by Smart Home Care Expansion
Key Data Insights
Home Care Sees Strong Growth Driven by Smart Home Care Expansion
Laundry Care and Toilet Care Dominate Sales as Health and Wellness Trends Accelerate
Sustainability Concerns Inform Innovation
Laundry Care and Dishwashing to Remain Dominant with a Sustainability Focus
Technology and Convenience Set to Drive Further Growth
Health and Wellness Trends Shape Home Care Choices
Reckitt, Unilever and Sc?Johnson Maintain Leadership through Innovation and Distribution
Emerging Players and Innovation Drive Future Growth Opportunities
Supermarkets Channel Dominates Home Care Distribution
E-Commerce Gains Traction through Convenience and Variety
Emerging Brands Focus on Sustainability and Wellness
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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