Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

UK Air Care market report

“Although scent is a vital part of the air care category, many people still look towards the category for pure function: removing odours. As a result, fragrance-free products may provide a future area of growth as brands try to allay concerns over ingredients, and reduce discouraging factors such as scents being too artificial or too strong.”
– Richard Hopping, Brand and Household Analyst

This report examines the following:

  • The effects of air pollution on the air care market
  • An opportunity for fragrance-free

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Value growth slows
              • Figure 1: Best- and worst-case forecast of UK retail sales of air care products, 2012-22
            • Companies and brands
              • Glade and Wax Lyrical biggest movers in non-electric segment
                • Figure 2: Brand shares in value sales of continuous non-electric air fresheners, year ending June 2017
              • Air Wick looks to Pure technology to rejuvenate electric performance
                • Figure 3: Brand shares in value sales of continuous electric air fresheners, year ending June 2017
              • Febreze remains most popular manual air freshener brand
                • Figure 4: Brand shares in value sales of manual air fresheners, year ending June 2017
              • Yankee Candle set to become contender in car segment
                • Figure 5: Brand shares in value sales of car air fresheners, year ending June 2017
              • Increase in NPD as demand for candles grows
                • Figure 6: New product development in the air care products category, by sub-category, January 2014-April 2017
              • Adspend increases in line with NPD
                • Figure 7: Total above-the-line, online display and direct mail advertising expenditure on air care products, January 2014-April 2017
              • The consumer
                • Penetration stabilises year on year
                  • Figure 8: Usage of air care products in the last 12 months, April 2016 and April 2017
                • Shift towards more usage
                  • Figure 9: Changes in air care usage, April 2017
                • Price a bigger barrier for users than non-users
                  • Figure 10: Barriers to air care usage, by users and non-users of air care products, April 2017
                • Candles used to set overall atmosphere
                  • Figure 11: Scented candle usage triggers, April 2017
                • People often base scent choice on prior experience
                  • Figure 12: Factors influencing choice of scent, April 2017
                • Concern over open flames does not diminish candle popularity
                  • An opportunity for fragrance-free products
                    • Figure 13: Air care behaviours, April 2017
                  • What we think
                  • Issues and Insights

                    • The effects of air pollution on the air care market
                      • The facts
                        • The implications
                          • An opportunity for fragrance-free
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Value growth slows
                                  • Non-electric segment influenced by candle growth
                                    • Discounter influence likely to wane from 2017
                                      • Finances improving but reasons to be cautious
                                        • A rise in one-person households could dampen growth
                                        • Market Size and Forecast

                                          • Value growth slows
                                            • Figure 14: UK retail value sales and forecast of air care products, at current and constant prices, 2012-22
                                            • Figure 15: Best- and worst-case forecast of UK retail sales of air care products, 2012-22
                                          • Forecast methodology
                                          • Market Segmentation

                                            • Non-electric segment influences total category growth
                                              • Figure 16: UK retail sales of air care products, by segment, 2015-17 (est)
                                            • Value sales of manual fresheners decline in spite of Air Wick Pure
                                              • Continuous electric fresheners stutter
                                                • Car freshener segment remains stable
                                                • Channels to Market

                                                  • Discounter influence likely to wane from 2017
                                                    • Increased product lines likely to have boosted grocery multiples
                                                      • Figure 17: UK retail value sales of air care products, by outlet type, 2015-17 (est)
                                                  • Market Drivers

                                                    • Ageing population puts limits on growth
                                                      • Figure 18: Trends in the age structure of the UK population, 2012-22
                                                    • Finances improving but confidence takes a knock
                                                      • Figure 19: Trends in how respondents would describe their financial situation, February 2009-April 2017
                                                      • Figure 20: Trends in consumer sentiment for the coming year, January 2009-June 2017
                                                    • A rise in one-person households could dampen growth
                                                      • Figure 21: UK households, by size, 2012-22
                                                    • Uses of fragrance in other products
                                                      • Government drafts air pollution plan
                                                        • Indoor pollution studies continue
                                                          • Fragrance technology may limit advantage for aerosols
                                                            • Netflix and fragrance
                                                              • Figure 22: Usage of streaming and on-demand services, December 2016
                                                          • Companies and Brands – What You Need to Know

                                                            • Yankee Candle and Ambi Pur experience highest growth
                                                              • Air Wick looks to Pure to rejuvenate electric value sales
                                                                • Increase in NPD as demand for candles grows
                                                                  • 2016 attempts to encourage year-round appeal
                                                                    • Febreze odour removal creates higher trust among consumers
                                                                      • Brands struggle to stand out
                                                                      • Market Share

                                                                        • Yankee Candle and Ambi Pur experience highest growth
                                                                          • Figure 23: Brand shares of value sales of air care products, years ending June 2016 and 2017
                                                                        • Glade and Wax Lyrical biggest movers in non-electric segment
                                                                          • Figure 24: Brand shares in value sales of continuous non-electric air fresheners, years ending June 2016 and 2017
                                                                        • Air Wick looks to Pure to rejuvenate electric value sales
                                                                          • Figure 25: Brand shares in value sales of continuous electric air fresheners, years ending June, 2016 and 2017
                                                                        • Febreze remains most popular manual air freshener brand
                                                                          • Figure 26: Brand shares in value sales of manual air fresheners, years ending June 2016 and 2017
                                                                        • Yankee Candle set to become contender in car segment
                                                                          • Figure 27: Brand shares in value sales of car air fresheners, years ending June 2016 and 2017
                                                                      • Launch Activity and Innovation

                                                                        • Increase in NPD as demand for candles grows
                                                                          • Figure 28: New product development in the air care products category, by sub-category, January 2014-April 2017
                                                                        • Fragrance focus means opportunity for new products
                                                                          • Figure 29: New product development in the air care products category, by launch type, January 2014-April 2017
                                                                          • Figure 30: Examples of new product launches in the air care products category, 2016
                                                                        • Brands continue to dominate
                                                                          • Figure 31: New product development in the air care products category, own-label vs branded, January 2014-April 2017
                                                                          • Figure 32: Examples of new product launches from Tesco in the air care products category, 2016
                                                                        • Air Wick launches push RB to top company
                                                                          • Figure 33: Examples of Air Wick launches (Reckitt Benckiser), 2016
                                                                        • Wax Lyrical rises in the rankings, SC Johnson slips
                                                                          • Figure 34: New product development in the air care products category, by top ultimate companies and other, 2014-16
                                                                        • Febreze gives consumer guidance
                                                                          • Figure 35: Examples of Febreze launches (Procter & Gamble), 2017
                                                                        • Reduced focus on functionality
                                                                          • Figure 36: Leading claims in the air care products category, based on top claims for 2016, 2015 and 2016
                                                                        • Seasonal and limited edition still prominent in candles
                                                                          • Figure 37: Limited edition and seasonal claims on new launches, by sub-category, 2015 and 2016
                                                                        • Gourmet/edible fragrances take the lead from floral
                                                                          • Figure 38: Leading fragrances in the air care products category, based on top fragrance component groups for 2016, 2015 and 2016
                                                                          • Figure 39: Examples of product launches in the air care products category with gourmet/edible fragrances, 2016
                                                                        • Smart candles
                                                                          • Figure 40: LuDela smart candle, September 2016
                                                                      • Advertising and Marketing Activity

                                                                        • Adspend increases in line with NPD
                                                                          • Figure 41: Total above-the-line, online display and direct mail advertising expenditure on air care products, January 2014-April 2017
                                                                        • Autumn feast, Summer famine
                                                                          • Figure 42: Total above-the-line, online display and direct mail advertising expenditure on air care products, by month, 2014-16
                                                                        • 2016 attempts to encourage year-round appeal
                                                                          • P&G runs biggest campaigns
                                                                            • Figure 43: Total above-the-line, online display and direct mail advertising expenditure on air care products, by advertiser, January 2014-April 2017
                                                                          • RB pushes Air Wick
                                                                            • Figure 44: Air Wick Summer Delight Wax Melts, June 2016
                                                                          • SC Johnson spend on Glade declines
                                                                            • Figure 45: Glade “Feel Glade” Relaxing Zen, August 2016
                                                                          • Life Scents increases digital share of adspend
                                                                            • Figure 46: Total above-the-line, online display and direct mail advertising expenditure on air care products, by media type, January 2014-April 2017
                                                                          • Nielsen Ad Intel coverage
                                                                          • Brand Research

                                                                              • Brand map
                                                                                • Figure 47: Attitudes towards and usage of selected brands, May 2017
                                                                              • Key brand metrics
                                                                                • Figure 48: Key metrics for selected brands, May 2017
                                                                              • Febreze odour removal builds confidence in the product
                                                                                • Figure 49: Attitudes, by brand, May 2017
                                                                              • Ambi Pur, Air Wick and Glade have similar images
                                                                                • Figure 50: Brand personality – Macro image, May 2017
                                                                              • Yankee Candle promotes emotional response
                                                                                • Figure 51: Brand personality – Micro image, May 2017
                                                                              • Brand analysis
                                                                                • Yankee Candle stands out from the crowd
                                                                                  • Figure 52: User profile of Yankee Candle, May 2017
                                                                                • Febreze promotes greater proportion of trust
                                                                                  • Figure 53: User profile of Febreze, May 2017
                                                                                • Air Wick Pure helps to increase trust but differentiation remains a battle
                                                                                  • Figure 54: User profile of Air Wick, May 2017
                                                                                • Ambi Pur seen in similar terms to other brands
                                                                                  • Figure 55: User profile of Ambi Pur, May 2017
                                                                                • Glade’s lower NPD and adspend may have limited development of brand image
                                                                                  • Figure 56: User profile of Glade, May 2017
                                                                                • Oust focus on sprays means it is more likely to be seen as basic
                                                                                  • Figure 57: User profile of Oust, May 2017
                                                                              • The Consumer – What You Need to Know

                                                                                • Penetration stabilises year on year
                                                                                  • Shift towards more usage
                                                                                    • Price a bigger issue for users than non-users
                                                                                      • Candles to set overall atmosphere
                                                                                        • People often base choice on prior experience
                                                                                          • Fragrance-free may be untapped area
                                                                                          • Usage of Air Care Products

                                                                                            • Penetration stabilises year on year
                                                                                              • Figure 58: Usage of air care products in the last 12 months, April 2016 and April 2017
                                                                                            • Aerosol users more likely to stick to one product
                                                                                              • Figure 59: Repertoire of usage of air care products in the last 12 months, April 2017
                                                                                          • Changes in Air Care Usage

                                                                                            • Shift towards more usage
                                                                                              • Figure 60: Changes in air care usage, April 2017
                                                                                            • Financial situation contributes towards shifts in usage
                                                                                              • Figure 61: Changes in air care usage, by household income, April 2017
                                                                                            • Over-55 usage slowing down
                                                                                              • Figure 62: Changes in air care usage, by age, April 2017
                                                                                          • Barriers to Air Care Usage

                                                                                            • Price a bigger barrier for users than non-users
                                                                                              • Figure 63: Barriers to air care usage, by users and non-users of air care products, April 2017
                                                                                            • People on their own struggle to see the need
                                                                                              • Figure 64: Agreement with “I don’t feel they are necessary”, by household size, April 2017
                                                                                            • Non-users have negative perception of scents
                                                                                              • Competition from natural sources
                                                                                                • Figure 65: Agreement with “I prefer to open a window to freshen the air instead”, by age, April 2017
                                                                                            • Scented Candle Usage Triggers

                                                                                              • Candles used to set overall atmosphere
                                                                                                • Figure 66: Emotional triggers for using scented candles, by gender, April 2017
                                                                                              • Candles as a solution to malodours
                                                                                                • Figure 67: Situational triggers for using scented candles, by gender, April 2017
                                                                                              • Candles to accompany the TV
                                                                                                • Women more likely to respond to emotional triggers
                                                                                                • Factors Influencing Choice of Scent

                                                                                                  • People often base scent choice on prior experience
                                                                                                    • Figure 68: Factors influencing choice of scent, April 2017
                                                                                                  • Pushing interest in new scents
                                                                                                  • Air Care Behaviours

                                                                                                    • Candle usage not always diminished by safety concerns
                                                                                                      • Figure 69: Air care behaviours, April 2017
                                                                                                    • Fragrance-free may be untapped area
                                                                                                      • Figure 70: Agreement with “I only use air fresheners to remove bad odours”, by gender and age, April 2017
                                                                                                    • Concerns over air
                                                                                                      • Figure 71: Agreement with “I am concerned about the quality of outdoor air where I live” and “I am concerned about the quality of air in my home”, by region and area, April 2017
                                                                                                    • Allergies could exacerbate concerns over air pollution
                                                                                                      • Communication requires a subtle touch
                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                          • Abbreviations
                                                                                                            • Consumer research methodology
                                                                                                              • Forecast methodology

                                                                                                              Companies Covered

                                                                                                              To learn more about the companies covered in this report please contact us.