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Air Care - US - March 2016

"After struggling in recent years, the air care market posted stronger gains in 2015 reflected in growth across all segments. Opportunities exist to engage adults by expanding claims beyond scent, focusing on natural or environmentally friendly options as well as health and wellness benefits. A focus on innovative formats may also boost market growth by promoting additional usage occasions."
- Margie Nanninga, Home & Personal Care Analyst

This report discusses the following key topics:

  • Air care sees growth in 2015 amid recent struggles
  • Flat market penetration furthers air care market challenges
  • Ingredient concerns weigh on consumers

For the purposes of this Report, Mintel has used the following definitions:

  • Candles – A body of wax formed around a wick, which provides a flame, and in many cases fragrance, when lit. Includes tea lights, votives, pillars, tapers (dinner candles), and birthday candles. Candles can stand alone or be designed for use in a holder or metal container. Both scented and unscented candles are included.
  • Home air fresheners – Includes the aerosols/sprays, slow-release (solid, gel, liquid, reed diffusers), and plug-in and electric/battery-operated devices.
  • Vehicle air fresheners

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Air care sees growth in 2015 amid recent struggles
            • Figure 1: Total US sales and fan chart forecast of air care products, at current prices, 2010-20
          • Flat market penetration furthers air care market challenges
            • Figure 2: Percentage of households using air care, by type, July 2010-September 2015
          • Ingredient concerns weigh on consumers
            • Figure 3: Attitudes toward air care – Ingredient concerns, by 18-34 age group and Hispanics, January 2016
          • The opportunities
            • Expand claims beyond seasonality, scent
              • Figure 4: Share of air care product launch claims, 2011-15
            • Innovations provide additional usage occasions
              • Figure 5: Interest and willingness to spend for air care product innovations, January 2016
            • Engage Hispanics, who are more involved in air care
              • Figure 6: Air care products used in the past 12 months, by Hispanic origin, January 2016
            • What it means
            • The Market – What You Need to Know

              • Air care finally sees growth in 2015 amid recent struggles
                • Most spend allocated toward candles, vehicle segment leads growth
                  • Environmental and ingredient concerns become increasingly important
                    • Hispanics boost air care sales, while an aging population tempers growth
                    • Market Size and Forecast

                      • Air care sees growth in 2015 amid recent struggles
                        • Figure 7: Total US sales and fan chart forecast of air care products, at current prices, 2010-20
                        • Figure 8: Total US sales and forecast of air care products, at current prices, 2010-20
                    • Market Breakdown

                      • Candles are largest segment, strongest gains in vehicle air fresheners
                        • Figure 9: Total US sales of air care products, by segment, 2010-15(est.)
                      • Drug store sales suffer the most
                        • Figure 10: Total US retail sales of air care products by channel, at current prices, 2013 and 2015
                    • Market Perspective

                      • Transparency of ingredients
                        • Powered air fresheners becoming more popular
                          • Figure 11: Share of air care launches, by product type, 2011-15
                        • Focus shifting from scent-based claims to environmental claims
                          • Figure 12: Share of air care product launch claims, 2011-15
                        • Most formats used in the living room, sprays eliminate bathroom odors
                          • Figure 13: Correspondence analysis of air care formats by room, January 2016
                          • Figure 14: Air care formats by room, January 2016
                      • Market Factors

                        • Growing US population to benefit air care market
                          • Figure 15: US population, by age, 2010, 2015, and 2020
                        • Population of Hispanics to boost sales
                          • Figure 16: US population by race and Hispanic origin, 2010-20
                        • Declining percentage of homes with children adds to market struggles
                          • Figure 17: US households, by presence of own children, 2005-15
                        • Stabilizing incomes may encourage increased spend on air care
                          • Figure 18: Median household income, in inflation-adjusted dollars, 2004-14
                        • Declining homeownership rates challenge market
                          • Figure 19: Repertoire of products used in the past 12 months, by primary residence, January 2016
                          • Figure 20: Air care products used in the past 12 months, by primary residence, January 2016
                        • An increase in Millennial car ownership boosts vehicle air care sales
                        • Key Players – What You Need to Know

                          • S.C. Johnson & Son continues to lead market, smaller players see growth
                            • Brands stand out by creating an “experience”
                              • Consumers seek benefits beyond low price and odor elimination
                                • New formats, luxury options provide new take on air care
                                • Manufacturer Sales of Air Care

                                  • S.C. Johnson & Son leads market, continues to grow
                                    • Manufacturer sales of air care
                                      • Figure 21: Manufacturer sales of air care, 2014 and 2015
                                  • What’s Working?

                                    • A focus on “experience” boosts Air Wick and Glade
                                        • Figure 22: MULO sales of select Glade and Air Wick products, rolling 52-weeks ending Nov. 29, 2015
                                      • Vehicle air fresheners continue to thrive
                                        • Figure 23: MULO sales of select vehicle air fresheners, rolling 52-weeks ending Nov. 29, 2015
                                      • Seasonal lines keep consumers engaged
                                        • Environmental claims elevate category
                                          • Figure 24: MULO sales of select natural air care products, rolling 52-weeks ending Nov. 29, 2015
                                        • Premium candle brands capitalize on rising incomes
                                        • What’s Struggling?

                                          • Emphasis on low price proves costly
                                            • Figure 25: MULO sales of select value air care brands, 2012-14
                                          • Focus on odor elimination leads to struggles for Febreze
                                            • Figure 26: MULO sales of select Febreze air care products, 2012-14
                                        • What’s Next?

                                          • Air care becomes easier to use at home and on-the-go
                                            • Luxury air care gains steam as household incomes rise
                                              • Brands attract men through masculine scents, unique benefits
                                                • Cause marketing inspires limited edition lines
                                                • The Consumer – What You Need to Know

                                                  • Younger adults, Hispanics more engaged in air care
                                                    • Different formats used in different rooms
                                                      • Consumers unfamiliar with the benefits of wax melts
                                                        • Younger adults more adventurous with scent selection
                                                          • Ingredient concerns weigh on air care consumers
                                                            • Product innovations provide opportunities to boost flat market
                                                            • Product Usage

                                                              • Air care market profits from high market penetration
                                                                • Figure 27: Air care products used in the past 12 months, January 2016
                                                                • Figure 28: Repertoire of air care products used in the past 12 months, January 2016
                                                              • Younger adults, parents more engaged in air care
                                                                • Figure 29: Air care products used in the past 12 months, by ages 18-34 and 55+ and parental status, January 2016
                                                                • Figure 30: Repertoire of air care products used in the past 12 months, by age and parental status, January 2016
                                                              • Household income impacts formats purchased
                                                                • Figure 31: Air care products used in the past 12 months, by household incomes of <$25K and $100K+, January 2016
                                                                • Figure 32: Repertoire of air care products used in the past 12 months, by household income, January 2016
                                                              • Hispanics purchase broader range of products
                                                                • Figure 33: Air care products used in the past 12 months, by race and Hispanic origin, January 2016
                                                                • Figure 34: Repertoire of air care products used in the past 12 months, by race and Hispanic origin, January 2016
                                                            • Format Perceptions

                                                              • Opportunities to improve perceptions around wax melts
                                                                • Figure 35: Correspondence analysis – Format characteristics, January 2016
                                                                • Figure 36: Format characteristics, January 2016
                                                              • Parents, Hispanics associate formats with a wider variety of benefits
                                                                • Figure 37: Format characteristics of wax melts, by race, Hispanic origin, and parental status, January 2016
                                                            • Purchase Influencers – Scents

                                                              • Younger consumers more adventurous when picking a scent
                                                                  • Figure 38: Factors influencing choice of scent, by age, January 2016
                                                                • Recommendations on scents reach Hispanic users
                                                                  • Figure 39: Factors influencing choice of scent, by race/Hispanic origin, January 2016
                                                              • Attitudes toward Air Care

                                                                • Consumers have mixed attitudes on scent
                                                                  • Ingredient concerns relevant for consumers
                                                                    • Figure 40: Attitudes toward air care, January 2016
                                                                  • Younger adults see benefits in wax melts, more engaged in scents
                                                                    • Figure 41: Attitudes toward air care, by age and parental status, January 2016
                                                                  • Hispanics more aware of ingredients
                                                                    • Figure 42: Attitudes toward air care, by race/Hispanic origin, January 2016
                                                                • Product Innovations

                                                                  • Product innovations could boost flat market sales
                                                                    • Figure 43: Interest and willingness to spend for air care product innovations, January 2016
                                                                  • Younger adults driving interest in product innovations
                                                                    • Figure 44: Product innovations – Interested in and willing to pay more for, by age, January 2016
                                                                  • Men willing to spend more for product innovations
                                                                    • Figure 45: Product innovations – Interested in and willing to pay more for, by gender, January 2016
                                                                  • Innovations present opportunities with Hispanics
                                                                    • Figure 46: Product innovations – Any interest^, by race/Hispanic origin, January 2016
                                                                • Appendix – Data Sources and Abbreviations

                                                                  • Data sources
                                                                    • Sales data
                                                                      • Fan chart forecast
                                                                        • Consumer survey data
                                                                          • Abbreviations and terms
                                                                            • Abbreviations
                                                                            • Appendix – Market

                                                                                • Figure 47: Total US sales and forecast of air care products, at inflation-adjusted prices, 2010-20
                                                                                • Figure 48: Total US retail sales and forecast of air care products, by segment, at current prices, 2010-20
                                                                                • Figure 49: Share of US sales of air care products, by segment, 2015(est.)
                                                                                • Figure 50: Homeownership rate, by age of householder, 2004-14
                                                                            • Appendix – Key Players

                                                                                • Figure 51: MULO sales of candles, by leading companies and brands, rolling 52-weeks 2014 and 2015
                                                                                • Figure 52: MULO sales of home air fresheners, by leading companies and brands, rolling 52-weeks 2014 and 2015
                                                                                • Figure 53: MULO sales of vehicle air fresheners, by leading companies and brands, rolling 52-weeks 2014 and 2015
                                                                            • Appendix – Consumer

                                                                                • Figure 54: Percentage of households using air care, by type, July 2010-September 2015
                                                                                • Figure 55: Brands of air fresheners used, July 2010-September 2015
                                                                              • Correspondence analysis Methodology

                                                                              Companies Covered

                                                                              • Walmart Stores (USA)

                                                                              Air Care - US - March 2016

                                                                              US $3,995.00 (Excl.Tax)