Recently published research from Euromonitor International, "Air Care in Georgia", is now available at Fast Market Research



[USPRwire, Thu Jun 19 2014] In 2013 the network of shops specialised in home care production increased in Georgia. Drugstores like Dea, Millenium and many other non-branded stores brought together all types of air fresheners. Earlier only aerosols were available in independent shops close to the residential areas. All the rest of the production could be found in supermarkets, which are not as convenient for quick shopping as small shops. Therefore, development of such pharmacies that offers all types of home care products and cosmetics makes it easy for consumer to make quick and better choices. The air fresheners are often put close to the checkout counter and people whose primary shopping intention was not air care products often take one before leaving the store. The spontaneous sales significantly increase the indexes. In addition to this, sales consultants in specialised shops have a positive impact on the category as long as they explain and offer different types of air fresheners to the clients, which in most cases prompts the latter to start experimenting.

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Competitive Landscape

Leading companies and brands on the market are Reckitt Benckiser (its brand Air Wick held a 52% value share in 2013), SC Johnson & Son with Glade (12%) and Oust (4%) for a 17% value share and Balev Corp with Areon (6%). Air Wick, Glade and Oust are old brands on the Georgian market and they are intensively advertised on TV as well as at points of sale. Areon, which has also been on the Georgian market for years, primarily focuses on car air fresheners and on gels. It offers wide assortment of products.

Industry Prospects

Over the forecast period value and volume growth of spray/aerosol air fresheners is expected to be slower than that of all the other formats. Consumers already expect air fresheners to have additional function, too. Therefore, companies will react to customers' demand and produce air fresheners with additional abilities, for example the ability to fight against mosquitoes or other insects.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Air Care industry in Georgia with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Air Care industry in Georgia, our research will save you time and money while empowering you to make informed, profitable decisions.

The?Air Care in?Georgia market research report includes:

* Analysis of key supply-side and demand trends
* Historic volumes and values, company and brand market shares
* Five year forecasts of market trends and market growth

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