Competitive Landscape
Glade and Air Wick Maintain Lead through Strong Branding
Air care in South Africa remains fragmented, with the top players holding less than 10% of the market share and other smaller players collectively holding over 80%. SC Johnson & Son of South Africa leads with a 5% value share in 2025, followed closely by Reckitt Benckiser South Africa (Pty) Ltd with 4%.
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Overview:
Understand the latest market trends and future growth opportunities for the Air Care industry in South Africa 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 South Africa, 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 South Africa 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 South Africa?
- Which are the leading brands in Air Care in South Africa?
- How are products distributed in Air Care in South Africa?
- 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 South Africa - Category analysis
Key Data Insights
Mood-Boosting Fragrances Drive Air Care Value Growth
Mood-Boosting Fragrances Drive Air Care Value Growth
Spray/Aerosol Air Fresheners Dominate Market Share, Driven by Comfort and Convenience
Consumer Preferences for Health and Wellness Drive Demand for Products That Improve Indoor Air Quality
Increasing Urbanisation and Affluent Consumers Anticipated to Drive Air Care Growth
Spray/Aerosol Air Fresheners Will Maintain Dominance, While Car Air Fresheners Is Set to Lead Growth
Promotions Anticipated to Drive Sales and Shape Competitive Landscape
Glade and Air Wick Maintain Lead through Strong Branding
Supermarkets Drive Air-Care Sales through Wide Reach
Retail E-Commerce Experiences Flat Performance
Home Care in South Africa - Industry Overview
Multifunctionality Drives Growth in Home Care Products
Key Data Insights
Multifunctionality Drives Growth in Home Care Products
Laundry Care Dominates Market Share with Sustained Demand
Shifting Consumer Demand Rives Innovation in Product Formats
While Price Sensitivity Is Set to Remain High, Promotional Activity Is Expected to Drive Home Care Growth
Health and Wellness Trends Expected to Drive Growth in Laundry Care and Surface Care
Evolving Product Formats and Convenience-Driven Innovation Anticipated to Remain Relevant
Unilever South Africa (Pty) Ltd Maintains Lead in Concentrated Home Care Market
Supermarkets Dominate Home Care Distribution with Strong Presence
Retail E-Commerce Displays Flat Performance but Is Set to Gain Traction through Loyalty and Rewards Programmes
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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