Competitive Landscape
Reckitt Benckiser Remains the Leading Branded Player, with Private Label a Strong Presence
Private label leads sales in electric air fresheners and spray/aerosol air fresheners, the two biggest categories, meaning that it accounts for almost half of total retail value in the overall air care market. Retailer Mercadona remained the leading player in air care in 2025, holding a 24%?share, while Reckitt Benckiser maintained its position as the leading brand manufacturer, with a 15%?share.
New Launches From Loewe Perfumes and Esencias Moles
Loewe Perfumes introduced Palo Santo, a new addition to its luxury home fragrance line, in October 2025. The scent is inspired by the "woody, spiritual essence of palo santo, designed to evoke warmth and introspection".
Strategic Mergers and Acquisitions Reshape Competitive Dynamics
Significant merger and acquisition activity occurred in 2025, involving Reckitt Benckiser, which is transferring its Air Wick division in Europe to a new entity called Essential Home as part of a divestment deal with Advent International. Reckitt will retain a 30% equity stake, and the transition was expected to be finalised by December 2025.
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Overview:
Understand the latest market trends and future growth opportunities for the Air Care industry in Spain with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Air Care industry in Spain, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Air Care in Spain report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Air Care in Spain?
- Which are the leading brands in Air Care in Spain?
- How are products distributed in Air Care in Spain?
- How is the rise of e-commerce changing the retail and competitive landscape?
- How has COVID-19 impacted demand? Where have sales increased due to stockpiling amidst national lockdown?
- How have enforced home seclusion and social distancing measures following COVID-19 changed usage patterns for Air Care products?
- Where is future growth expected to be most dynamic?
- How important will sustainability and recycling be in generating future growth?
Air Care in Spain - Category analysis
Key Data Insights
Premium Brands Drive Sales with Luxury Offerings
Premium Brands Drive Sales with Luxury Offerings
Loewe Perfumes and Esencias Moles Lead with Innovative Products
Sustainability Becomes Key Driver in Product Development
Luxury Brands and Sustainability to Drive Future Growth
Concentrated Liquid Air Fresheners and Candle Air Fresheners Lead Growth
Private Label Expansion and Sustainability to Reshape the Competitive Landscape
Reckitt Benckiser Remains the Leading Branded Player, with Private Label a Strong Presence
New Launches From Loewe Perfumes and Esencias Moles
Strategic Mergers and Acquisitions Reshape Competitive Dynamics
Grocery Retailers Dominate Air Care Sales with Their Strong Presence
Retail E-Commerce Gains Traction in Premium Air Care Segment
Specialised Brands Drive Growth through Direct-To-Consumer Models
Home Care in Spain - Industry Overview
Endemic Biotech and Yaselicor Lead Sustainable Packaging Shift
Key Data Insights
Endemic Biotech and Yaselicor Lead Sustainable Packaging Shift
Sustainability Drives Innovation and Consumer Loyalty
Private Label and Dtc Brands Reshaping the Competitive Landscape
Dry Formats and Dtc Brands Expected to Drive Sustainable Growth
Laundry Care Will Maintain Its Leading Position, Boosted by Evolving Formats
Sustainability and Convenience to Drive Innovation and Growth
Procter & Gamble and Mercadona Lead Thanks to Their Diversified Portfolios
Sustainable Innovations and Private Label Reshape Market Dynamics
Grocery Retailers Dominate Home Care Sales in Spain
Retail E-Commerce Gains Traction in Niche and Premium Segments
Emerging Trends and Future Outlook
Country Reports Disclaimer
The following categories and subcategories are included:
Air Care
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- Candle Air Fresheners
- Car Air Fresheners
- Electric Air Fresheners
- Gel Air Fresheners
- Liquid Air Fresheners
- Spray/Aerosol Air Fresheners
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- Carpet Fresheners
- Odour Neutralisers
- Refrigerator Fresheners
- Waste Bin Fresheners
- Other Other Air Care
Why buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Air Care research and analysis database.
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