Competitive Landscape
SC Johnson Ag and Reckitt Benckiser (Schweiz) Ag Lead with Strong Brand Portfolios
The air care market in Switzerland remains relatively concentrated, with SC Johnson AG leading at a 33% value share in 2025, followed by Reckitt Benckiser (Schweiz) AG at 18%. Together, these two players account for over 51% of the market, highlighting a high level of concentration.
Divestment of Reckitt’S Essential Home Division Signals Strategic Shift
In 2025, Reckitt Benckiser exited the surface care category by divesting its Essential Home division to private equity firm Advent International. The move reflects a broader strategic shift toward Reckitt’s higher-growth core categories, streamlining its portfolio to sharpen competitive focus.
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Overview:
Understand the latest market trends and future growth opportunities for the Air Care industry in Switzerland 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 Switzerland, 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 Switzerland 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 Switzerland?
- Which are the leading brands in Air Care in Switzerland?
- How are products distributed in Air Care in Switzerland?
- 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 Switzerland - Category analysis
Key Data Insights
A Focus on Wellness Drives Growth in Air Care in Switzerland
A Focus on Wellness Drives Growth in Air Care in Switzerland
Candle Air Fresheners Dominate While Liquid Air Fresheners Gain Ground
Sustainability Shapes Innovation as Consumers Favour Eco-Friendly Solutions
Innovation and Mood-Enhancing Properties Will Continue to Support Growth in Air Care
Liquid Air Fresheners Are Set to Drive Growth through the Introduction of Fragrances
Sustainability and Personalisation Drive Future Growth
SC Johnson Ag and Reckitt Benckiser (Schweiz) Ag Lead with Strong Brand Portfolios
Divestment of Reckitt’S Essential Home Division Signals Strategic Shift
Supermarkets Drive Air Care Sales with Wide Product Variety
Retail E-Commerce Grows Rapidly with Convenience and Expanding Offers
Home Care in Switzerland - Industry Overview
Stagnant Home Care Sales Reflects Market Maturity in Switzerland
Key Data Insights
Stagnant Home Care Sales Reflects Market Maturity in Switzerland
Laundry Care Drives Sales with Innovative and Sustainable Formats
Evolving Product Formats Enhance the User Experience
Gradual Expansion in Home Care Will Be Supported by Rising Affluence and Urbanisation
Concentrated Liquid Laundry Detergent and Laundry Pods Are Set to Drive Growth in Laundry Care
Innovative and Eco-Friendly Products Are Expected to Shape Home Care
Migros Genossenschafts, Henkel & Cie, and Procter & Gamble Switzerland Lead through Trusted Products
Private Label Disruption Reshapes Competition in Home Care
Grocery Retailers Dominate Home Care Sales through In-Person Benefits
Retail E-Commerce Gains Traction with Convenience and Promotions
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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