Chemical air fresheners, which can be a source of volatile organic chemicals that cause health issues, is a growing concern for health-conscious consumers in Singapore. Alternatives such as diffusers with essential oil for wellness are gaining popularity.
Women are the main consumer segment for air care products. Singapore has a high female employment rate.
Fragrance is considered as the core feature of air care products, because such products are mainly designed to provide a pleasant fragrance. For consumers, scent can trigger emotions and is associated with memories.
Air care is dominated by three main players: Reckitt Benckiser, SC Johnson & Son, and Procter & Gamble. Reckitt Benckiser leads in gel air fresheners and spray/aerosol air fresheners, which are the two most commonly used air fresheners in Singapore.
Air care products are designed to freshen and improve indoor environments, however there are increasing concerns about the adverse effect of the emissions from air fresheners. Ingredients of air fresheners are not required to be disclosed, and most manufacturers typically do not disclose, or use general names for certain chemical ingredients.
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This industry report originates from Passport, our Home Care market research database.