With more time spent at home during 2020, due to COVID-19, consumers invested more time and money in creating a nice and cosy atmosphere – including pleasant scents to promote freshness, cleanliness (a clean feel) and wellbeing. This has benefitted air fresheners to varying degrees across different sub-categories, with candle air fresheners, decorative air fresheners and liquid air fresheners growing in demand.
In line with growing consumer concerns about potentially harmful effects from air fresheners, new formats such as wax melts, or premium products and brands with a strong focus on wellness and aromatherapy rather than just appealing scents, continue to grow in popularity. Candle air fresheners, in particular, show the strongest growth in 2020.
Multinational SC Johnson AG maintains its lead in air care in 2020, thanks to its top Brise brand. In this category, another multinational comes in second place, namely Reckitt Benckiser (Schweiz) AG with Air Wick, before private label player Migros’ M-Fresh brand.
As consumers are expected to gradually spend less time at home again over the forecast period after 2021, growth rates for air fresheners are likely to decline slightly too. Nevertheless, the demand in ways and products to create a pleasant atmosphere at home, including a clean, fresh and pleasant scent throughout the home, is likely to maintain growing demand over time.
Manufacturers are set to continue driving awareness and interest in air fresheners, by continuously launching innovative products and formats including a variety of new scents, seasonal fragrances, and premium products catering to currently emerging and growing consumer trends. These include natural, free-from, aromatherapy, essential oils, and appealing individual designs which complement home décor.
Products with a strong focus on both enhancing and improving the smell in a home, alongside adding accents to individual home décor, are set to be driving sales over the forecast period. Candle air fresheners, electric air fresheners and liquid air fresheners are most likely to be able to create that balanced atmosphere with individual designs, while remaining convenient and easy to use and potentially refill.
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