North America Car Air Fresheners market to be worth US$952.01 mn by 2020

Car fresheners in North America have become a staple in personal cars and commercial vehicles segments. These include paper car air fresheners, vent clips and sticks, gels/cans, aerosols, and novelty car air fresheners. Organic car air fresheners and innovative packaging and designs will boost sale of these products in North America over the next six years. Increased spending on discretionary products due to economic recovery 2011 onwards supports the growth in this market over the forecast period. Furthermore, longer time spent in cars due to traffic snarls will drive the demand for organic/natural car fresheners in the U.S. and Canada during the forecast period. Car fresheners have become an important part of the car care industry in North America. Moreover, increasing number of car owners in Mexico will further escalate the consumption of car fresheners in the Mexican market.

Widening distribution channels such as supermarkets/hypermarkets and departmental stores, fuel stations, car wash stations, and automotive shops will drive sales of car fresheners over the next six years. Strategic positioning of car fresheners in retail channels, coupled with strategic advertisements by leading brands across North America, will drive consumption of these products. However, concerns about allergens and stringent regulations imposed by regulatory authorities can act as potential hurdles for the car fresheners market.

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Innovations in novelty car air fresheners, gels, and cans will ensure introduction of new products in this market over the forecast period. Furthermore, vents and clips are likely to show highest growth over the next six years in North America, as these fresheners can be easily installed in vehicles and eliminate car odor instantly. Moreover, vent clips are easy to fit and last for over 30 days.

The car fresheners market in North America was valued at USD 744.5 million in 2013 and is expected to reach USD 952.01 million in 2020, growing at a CAGR of 3.65% from 2014 to 2020. Canada is likely to grow at the fastest rate, followed by the U.S. Mexico however, is anticipated to experience sluggish growth over the forecast period.

The car fresheners market is segmented according to product types such as gels and cans, sprays/aerosols, papers, vents and clips, and others. Paper car fresheners accounted for majority of the market share in 2013, followed by vents clips. The U.S. presents a large consumer base for car fresheners and is thus the largest market for these products.

Demand for organic/natural car fresheners products is anticipated to increase over the next six years due to rising awareness about the side effects of synthetic chemicals in car fresheners. Higher number of organic products is likely to be launched in categories such as gels and cans, sprays/aerosols and vents, and clips over the forecast period.

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Mass-retailing channels such as supermarkets and hypermarkets are the most preferred distribution channels by key market players as they accounted for the largest market share in 2013. Mass retailing channels are likely to hold strategic importance in the distribution strategies of the market players, as they would dominate the North American market over the forecast period. Furthermore, automotive shops and car wash shops are expected to contribute significantly to the revenue in this market. Online retailers will attract large volume of consumers over the next six years through data mining techniques.

The car fresheners market in North America is concentrated with the top five players accounting for over 60% of the global market share in 2013. Key players in this market include Procter & Gamble Co., S.C. Johnson & Son, Inc., Reckitt Benckiser Group Plc, Handstands, and CAR-FRESHNERS Corporation. Furthermore, the number of private label brands is expected to rise in the U.S. and Canada over the next six years with the expansion of auto after-market category through mass merchandisers, online stores, and other retail channels.

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