Competitive Landscape
Procter & Gamble and Sc Johnson Lead through Premiumisation
The air care market in the Netherlands is highly concentrated, with the top three manufacturers holding significant share in 2025. Procter & Gamble Nederland BV led with a 23% share, followed by SC Johnson Benelux NV with 21%, and Reckitt Benckiser Group Plc with 13%.
Private Label Growth and Emerging Premiumisation Shape Air Care
Private label products, including those from Albert Heijn, Lidl, Etos, and Kruidvat, continue to grow, particularly in spray/aerosol and basic plug-in formats, where affordability and adequate scent longevity outweigh brand loyalty. Share gains reflect persistent household cost consciousness and retailers’ focus on premium-appearing own-range assortments.
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Overview:
Understand the latest market trends and future growth opportunities for the Air Care industry in Netherlands 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 Netherlands, 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 Netherlands 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 Netherlands?
- Which are the leading brands in Air Care in Netherlands?
- How are products distributed in Air Care in Netherlands?
- 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 the Netherlands - Category analysis
Key Data Insights
Mood-Boosting Ingredients Drive Air Care Growth
Mood-Boosting Ingredients Drive Air Care Growth
Premiumisation Driving Growth, Led by Candle and Electric Air Fresheners
Private Label Gains Share as Consumers Seek Affordable Options
Premium Products and Multifunctionality Expected to Drive Future Growth
Private-Label Development Set to Shape Industry Dynamics
Procter & Gamble and Sc Johnson Lead through Premiumisation
Private Label Growth and Emerging Premiumisation Shape Air Care
Modern Grocery Retailers Lead Air Care Sales through Weekly Shopping Trips
Retail E-Commerce Drives Growth through Convenience, Variety and Pricing
Home Care in the Netherlands - Industry Overview
Dutch Home Care Shows Strength through Premiumisation
Key Data Insights
Dutch Home Care Shows Strength through Premiumisation
Sustainability Trend Is Prompting Innovation Amongst Manufacturers
Private-Label Development Drives Dutch Home Care Trends
Consumers Drive Demand for Effective and Sustainable Products
Private Label Expected to Lead Volume Sales by Expansion
Sustainability to Shape Future Industry Landscape
Premium Offerings Keep Leaders Ahead
Consumer Trust Fuelling Shift to Private Labels
Grocery Retailers Lead Home Care Sales through Supermarkets
Retail E-Commerce Drives Growth with Convenience and Competitive Pricing
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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