Battery-operated air fresheners energise the market

Last year the air freshener market produced a two-digit expansion, but this year growth is losing pace. One third of the market is covered by aerosol products and battery-operated devices expand the fastest. Besides the around-the-year demand for products which mitigate unpleasant odours, at the end of the summer producers come out with seasonal, mood-setting products. – Market growth was slowing down in the past few months, but trends vary among different segments. Innovations characterise the category, therefore new scents and devices can be expected until the end of the year. Consumer habits are slightly changing, partly due to low prices offered by discount stores. But those who have been buying branded products keep doing so, only they might buy less – says Szilvia Pető, brand manager at Sara Lee Hungary Zrt. (Ambi Pur). Battery-operated air fresheners represent one fifth of the market and sales are growing dynamically. These products provide automatic, periodical scent dispensing. – Although the main profile of SCA’s Tork division is professional hygiene paper products, we do offer a programmable air freshener with citrus, fruit and flower scents. It is important that these devices do not simply suppress unpleasant odours, but neutralise them. The impressions we get in restrooms largely contribute to our opinion about an office or a restaurant – says Anikó Rédey, marketing manager of SCA Hygiene Products Tork. Ádám Gerei from Kimberly-Clark Professional also emphasizes the importance of clean, hygienic toilets: – Kimberly-Clark Professional offers two solutions to professional users. These are environmentally friendly systems, with recycled packaging and CFC-free scents. Wall-mounted electronic dispensers come with four types of scent capsules. Our mechanical scent dispenser is a new system with low operating costs. Szilvia Pető, Ambi Pur’s brand manager is of the opinion that constant innovation is the key for success with battery-operated devices for home use. This year, most large producers equipped these devices with motion sensors, therefore fresh scent is only sprayed when needed. Different scents create different moods, consequently producers offer a large number of varieties, from exotic to natural. Some electronic devices are even capable of dispensing two or three different scents. This year, Ambi Pur focused on introducing electronic air fresheners, especially with exotic scents like Japanese Tatami grass. In the car segment, they introduce the new Ambi Pur hanging air freshener, which provides a pleasant scent as long as seven weeks.