2020
9
Germany Air Care Market Report 2020
2020-09-24T15:04:15+01:00
REPD69E5F22_CEBE_4C7A_8933_6146EBD22F8C
2195
125179
[{"name":"Aircare","url":"https:\/\/store.mintel.com\/industries\/household-home\/aircare"},{"name":"Household and Home","url":"https:\/\/store.mintel.com\/industries\/household-home"}]
Report
en_GB
The COVID-19 crisis can drive greater usage of air care products if brands capitalise on the importance of the home, go green/natural & communicate health benefits. Dr. Christina Wessels,…

Germany Air Care Market Report 2020

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the Air Care – Germany market including the behaviours, preferences and habits of the consumer.

Germans demand air care brands to be eco-friendly and are seeking natural products. However such claims are often missing from new launches. To boost engagement, brands must show greater concern for the environment, promote innovative natural formulations and increase transparency about the content of their products.

Quickly Understand

  • How to capitalise on the home as a multifunctional space?
  • How to revamp air care with a green and natural profile?
  • What are the market and innovation leaders within the category?
  • How to expand your brand’s environmental appeal?
  • How are German consumers’ growing concerns affecting the industry?
  • How to make room for disinfecting and wellness claims?

Covered in this report

Brands mentioned: Air Wick, Esteban, Febreze, Frosch, Glade, Kneipp, L’Occitane, Öpso, Poliboy, Price’s, Primavera, Reckitt Benckiser Group PLC, Rituals, Rossmann, S. C. Johnson & Son, Inc., Sodasan, The Body Shop, The Handmade Soap Co, The Procter & Gamble Company, Wax Lyrical, Werner & Mertz GmbH, Wunderbaum, Yankee Candle, etc.

Products mentioned:

  • Aerosol and pump sprays
  • Continuous electrical air fresheners, including plug-ins and battery-operated/automatic sprays, including timed release
  • Continuous non-electrical air fresheners, including blocks/gels, non-battery-powered click sprays and scented oils/reed diffusers
  • Scented candles and oil burners
  • Kitchen appliance fresheners
  • Carpet/vacuum fresheners
  • Car fresheners

Expert analysis from a specialist in the field

Written by Dr. Christina Wessels, a leading analyst in the Household & Leisure sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The COVID-19 crisis can drive greater usage of air care products if brands capitalise on the importance of the home, go green/natural & communicate health benefits.
Dr. Christina Wessels
Senior Analyst – Household Care

Table of Contents

  1. Executive summary

    • Market context
    • Mintel predicts
    • What consumers want, and why
    • [Graph] Germany: usage of types of air care products in the last 12 months, by gender, June 2020
    • [Graph] Germany: attitudes towards air care products, June 2020
    • [Graph] Germany: interest in air care behaviours to limit impact on the environment, June 2020
    • Opportunities
    • The competitive landscape
    • Marketing mix
  2. THE IMPACT OF COVID-19

  3. market drivers

    • COVID-19
    • [Graph] Germany: consumer concern about risk of exposure to the virus, % of respondents, 3 March-20 August 2020
    • [Graph] Germany: consumer concern about lifestyle impacts of COVID-19/coronavirus, % of respondents, 3 March- 3 March-20 August 2020
    • Ageing population
    • [Graph] Germany: share of maximum adult population projections, by age group, 2020-30
    • Mental health
    • Sustainability
    • Indoor air pollution
  4. What consumers want, and why

    • Usage and purchase of air care products
    • [Graph] Germany: usage of air care products in the last 12 months, June 2020, NET
    • [Graph] Germany: usage of types of air care products in the last 12 months, by gender, June 2020
    • [Graph] Germany: usage of air care products in the last 12 months, by gender and age, June 2020
    • [Graph] Germany: top three preferred scent types, by age and gender, September 2019
    • [Graph] Germany: usage of air care products in the last 12 months, by parental status, June 2020,
    • [Graph] Germany: repertoire of types of air care products used in the last twelve months, by age, June 2020
    • [Graph] Germany: purchase of air care products in the last 12 months, by age, June 2020
    • Usage of air care products per room type
    • [Graph] Germany: usage of air care products in the last 12 months in different rooms, June 2020
    • Environmental impact of air care products
    • [Graph] Germany: interest in air care behaviours to limit impact on the environment, June 2020
    • Attitudes towards air care products
    • [Graph] Germany: attitude towards air cair products, June 2020
    • Brand associations for air care products
    • [Graph] Germany: associations with different tiers of air care brands, June 2020
  5. Launch activity and innovation

    • [Graph] Germany: NPD in air care products, by subcategory, January 2016-July 2020
    • [Graph] Germany: NPD in air care, by leading claims, January 2016 -July 2020
    • [Graph] Germany: most appealing on-pack claims when buying household care products, 2019
    • [Graph] Germany: share of NPD in air care, by launch type, January 2016-July 2020
    • [Graph] Germany: NPD in air care, by top 10 fragrance component groups, 2018-2020 (Jan-Jul)
    • [Graph] Germany: NPD in air care products, by top 10 companies, 2019
    • Advertising and marketing activity
  6. Market share

    • Note
  7. market segmentation, size and forecast

    • Note
    • Forecasting during the COVID-19 pandemic
  8. Appendix

    • Note on COVID-19
    • Appendix – products covered, abbreviations and consumer research methodology
    • Appendix – market size and forecast

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

The consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

Below is a sample report, understand what you are buying.

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Germany Sample Report Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

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