Growth in air care in 2018 was mainly driven by the functional need to remove bad odours from cigarettes, pets and humidity, mostly via the use of spray and electric air fresheners. Also, the desire to create a cosy atmosphere at home is boosting sales of candle and liquid air fresheners such as reed diffusers.
Candle air fresheners posted the strongest growth in value terms in 2018, closely followed by liquid air fresheners, with both areas seeing double-digit growth and projected to continue expanding over the forecast period. This performance can be attributed to the increasing use of scented candles and reed diffusers for decorative, cocooning and stress relief purposes.
Spray/aerosol air fresheners value sales continued to increase in 2018. However, the area is not expected to grow significantly over the forecast period due to increasing consumer concerns regarding potentially harmful chemical ingredients.
Reckitt Benckiser’s Air Wick remained the best-selling air care brand in 2018, despite the ongoing loss of value share in candle air fresheners to Yankee Candle and other smaller players. This can be attributed to the brand’s widely recognised status as a leading innovator, high-quality positioning and continued dominance in areas like electric and gel air fresheners.
Yankee Candle remains the leading player within candle air fresheners. Most Yankee Candle sales are made online and in specialised home décor stores like Zara Home or Ikea, following a general trend towards sales of candle air fresheners outside traditional channels.
Procter & Gamble’s Febreze range has introduced a new line of innovative spray air fresheners, including heavy duty 2X Odour Elimination sprays designed to remove odours from pets and smoke, as well as 2X Scent sprays with exotic scents. These launches are part of the company’s continuous investment in air care in recent years, both in product development and marketing, with the aim of reversing the loss of value share.
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This industry report originates from Passport, our Home Care market research database.