Air Care in the US

PROSPECTS

Candles and car air fresheners continue significant growth in 2019

Non-traditional air care such as candles and car air fresheners experienced rising value share due to growing consumer preference for premium and functional air products. Candles also provided US consumers with more scent variety and design customisation, generating the most excitement within air care in 2019.

Internet retailing and home improvement channels increase share of sales in 2019

Sales of air care products in the US have been more increasingly being sold in channels such as internet retailing and home improvement stores. Internet retailing in air care and most fmcg industries in the US has been the go- to choice for consumers to shop for its ease and convenience; companies such as Amazon have same-day delivery services for their members, which is eliminating the need to visit physical stores for immediate needs.

COMPETITIVE LANDSCAPE

Newell Brands still growing in 2019, capturing largest share to date

In 2019, Newell Brands looked to capitalise on its position as the largest player in candle air fresheners, and air care in general. Its Scent of the Year line (under Yankee Candle) was launched at the beginning of 2019 as a product that was created in partnership with “global trend experts” in fashion, wellness, lifestyle and culture.

More customisation and scent variety preferred by consumers in 2019

Many of the smaller brands that are focused on providing an extensive line of scents, which appeal to different types of consumers, are experiencing an increase in demand from consumers. This is especially important as it will be the guide for future activities for many of the larger, more established brands.

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