Homecare firm SC Johnson has injected Sh30 million into its flagship air care brand, Glade, as it seek to grow its market share in Kenya.
The firm manufactures and sells household goods and products for home-cleaning, home storage, air care, personal care and insect control.
“We are spending about Sh30 million to deepen the engagement between the general public and our Glade range of air care products,” said Country Manager Anthony Mulinge in a statement Friday.
He added that the concepts of scented buildings, especially establishments such as hotels and restaurants had spurred a new market for air fresheners.
“Residential usage is the largest application segment, accounting approximately for half of the market, as adoption of air care products in households becomes large scale. However, in terms of growth, the application segments of cars and commercial spaces, such as hotels and malls, are expected to witness higher growth rates in future,” he said.
The global air freshener market was valued at $10 billion in 2016, and is expected to reach $12 billion in 2023, growing at of 3.2 peer cent from 2017 to 2023.
An air freshener is designed to eliminate unpleasant odour with the emission of fragrance.
Air fresheners contain different ingredients, such as aerosol propellants; fragrances and solvents, such as 2-butoxyethanol, mineral oil and glycol ethers, that neutralize the unpleasant sell.
Growth in importance of air care and increase in concerns over indoor air quality have led to high demand for air fresheners worldwide.
The consumers' willingness to use premium air freshener, increase in need for aromatherapy, high focus on healthcare improvement, rise in ownership of cars and pets, and improvement in life style of consumers drive the market growth.