Air care saw strong growth in both volume and current value terms in 2020. As US consumers spent more time at home due to COVID-19, they looked to create a comfortable atmosphere, which became very important as they sought to destress during the pandemic.
Newell Brands’s Yankee Candle and L Brands’s Bath & Body Works continued to hold the largest shares in air care in the US in 2020, and both saw increases in their value shares in this year. Both players saw a surge in growth via e-commerce, as they had to shut down their physical stores or were impacted by the closure of non-essential retailers that sell their products.
In spray/aerosol air fresheners, The Procter & Gamble Co’s Febreze and SC Johnson & Son’s Glade continued to hold the largest value shares in 2020. However, both brands saw share declines, as a large proportion of the demand for spray/aerosol air fresheners was directed towards products with disinfectant properties.
Air care is expected to see continued growth in both current value and volume terms over the forecast period. US consumers had already been purchasing these products regularly in recent years.
As in many other home care categories, there is strong interest among consumers for natural fragrances in air care. Home fragrance has increasingly become a way of self-expression, as well as a wellness practice for many consumers.
Consumers are expected to demonstrate a growing interest in alternative products within air care, most notably electric diffusers and air purifiers or humidifiers that use essential oil diffusers. These products resonate with the growing wellness trend to practice self-care or aromatherapy at home and use the natural properties of essential oils.
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This report originates from Passport, our Air Care research and analysis database.
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