Airfreshners: Reckitt Benckiser, Sara Lee H&BC Play Major

Last week’s M2 weekly open market survey reveals that Air Wick, a brand on the stable of Reckitt Benckiser and Ambi Pur on the stable of Sara Lee Household and Body Care are the major players in the Airfreshner segment of the markets.
Traders who spoke to M2 during the survey said that although there are several other brands in that segment, the actual struggle for dominance is between Air Wick range and Ambi Pur range. Air Wick ranges include the popular Drummer Gel Airfreshner and spray variants while Ambi Pur ranges are odour neutralizer (spray), Ambi Pur bermanente and Ambi Pur car.
According to market sources, the two major brands however appear to have their areas of dominance. While Air Wick appear to have a firm grip on households and offices with drummer and Air Wick odour neutralizer (one of its spray variants) and Air Wick Xpress (automatic spray variant which works with an ultra dispensing unit), Ambi Pur has a stronger hold on cars.
However some argue that Ambi Pur is also making appreciable impact with its odour neutralizer and the bermanente. Mr. Chuks Nwanka, a trader at Iyana Ipaja however says, “I think it is more of a matter of taste and what one wants to achieve.. Despite the perceived popularity of these two brands some, people still come to my store and request for either Sunshine or Marina airfreshners (which still come in block form) because they have insect repelling abilities.”
Other brands in that category include Galle spray, by Johnson Wax, Pavan, Top Breeze and Sola Fresh among others.