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Globally, scented candles and in-car air fresheners increased their share of global market value. In-car air freshener grew most strongly in Asia Pacific while scented candles enjoyed rising importance in Europe, Latin America and Asia Pacific. The growth of in-care fresheners and candles has been at the expense of aerosols and slow release fresheners.

The fastest growing countries over the last five years (in local currencies) are Russia, India, Indonesia, Turkey and South Korea. Growth in South Korea is mainly due to increasing sales of scented candles which are used decorate homes. India, Indonesia and Turkey are generally fast growing markets as a result of rising incomes and booming populations and are marked by increasing in-car air freshener sales. Russia is notable for air freshener (and insect killer & repellent) retail sales nearly doubling over the last five years.

The contraction in Western European markets is mainly a result of falling sales of plug-in and electric air fresheners and, to a lesser extent, increasing private label share.

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