Competitive Landscape
Established Brands Maintain Dominance in Highly Concentrated Market
The air care market in Serbia is highly concentrated, with the top two players, Reckitt Benckiser Group Plc and Sc Johnson & Son Inc, accounting for over half the market. In 2025, Reckitt Benckiser held a 29% share, while SC Johnson held 27%.
Divestiture to Reshape Competitive Dynamics in 2026
A significant merger and acquisition took place in 2025, with Reckitt agreeing to sell its Essential Home division, including the Air Wick brand, to Advent International, potentially altering the competitive dynamics in 2026. The new owner plans to create a focused home care platform and unlock the brands' full potential, suggesting a renewed emphasis on product innovation and marketing for Air Wick.
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Overview:
Understand the latest market trends and future growth opportunities for the Air Care industry in Serbia 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 Serbia, 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 Serbia 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 Serbia?
- Which are the leading brands in Air Care in Serbia?
- How are products distributed in Air Care in Serbia?
- 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 Serbia - Category analysis
Key Data Insights
Consumers Drive Growth with Premium and Affordable Options
Consumers Drive Growth with Premium and Affordable Options
Private Label Gains Traction in Air Care
Wellness and Mood-Boosting Trends Drive Innovation
Consumers Seek Value and Wellness in Air Care Products
Liquid Air Fresheners Drive Growth Amidst Wellness Trend
Regulatory Alignment and Technological Advancements Fuel Innovation
Established Brands Maintain Dominance in Highly Concentrated Market
Divestiture to Reshape Competitive Dynamics in 2026
Supermarkets Lead Air Care Sales through Wide Assortments
Retail E-Commerce Gains Traction with Convenience and Promotions
Home Care in Serbia - Industry Overview
Convenience and Quality Drive Home Care Sales
Key Data Insights
Convenience and Quality Drive Home Care Sales
Private Label Products Gain Traction among Value-Conscious Consumers
Health and Wellness Trend Reshapes Product Offerings and Consumer Preferences
Value-Driven Consumers Drive Growth through Affordability
Laundry Care Holds Largest Shares, Dishwashing Drives Growth
Wellness and Sustainability Resonate with Consumers
Supermarkets Lead Home Care Sales, Discounters Gain Traction
Retail E-Commerce Grows Steadily Driven by Convenience
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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