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Description

Description

“There has been a shift in consumer demand for air care products, from being functional for eliminating odours, to focus on personal wellbeing by improving indoor air quality, enhancing home ambience and mood, which will be a key growth driver in the future. New product development and marketing in air care category need to keep up with this change, such as tackling indoor pollutants (such as formaldehyde), including aromatherapy claims and offering more natural products.”

- Alice Li, Senior Analyst

This report will look at the following areas:

  • Category shifts away from odour elimination to ambience/mood-enhancing
  • Scented candles in need of a lift
  • Focus on indoor air quality impacts the air care category

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
      • Executive Summary

          • The market
            • Figure 1: Best- and worst-case forecast of market value of air care, China, 2014-24
          • Companies and brands
            • Figure 2: Leading manufactures' share in value sales of air care products, China, 2018-19 (est)
          • The consumer
            • Flat penetration year on year
              • Figure 3: Air care products used in the last 12 months, 2019 vs 2016
            • Established mindset of where to use air care products
              • Figure 4: Areas of home to use air care products in the last 12 months, October 2019
            • Preference for floral fragrances across categories
              • Figure 5: Favourite scent for car air freshener, October 2019
            • From odour control to focus on indoor air quality and emotional needs
              • Figure 6: Reasons for using air care products, by product type, October 2019
            • A need to wind down
              • Figure 7: Mood-enhancing effects looked for air care products, October 2019
            • Focus on fragrance rather than decorative features
              • Figure 8: Purchase and usage habits of scented candles, October 2019
            • What we think
            • Issues and Insights

              • Category shifts away from odour elimination to ambience/mood-enhancing
                • The facts
                  • The implications
                    • Scented candles in need of a lift
                      • The facts
                        • The implications
                          • Focus on indoor air quality impacts the air care category
                            • The facts
                              • The implications
                                • Figure 9: Xi Lan odour and formaldehyde removing air freshener, China, 2019
                                • Figure 10: Febreze anti-mould car air freshener, China, 2019
                                • Figure 11: Examples of air care products with anti-allergen claims, Canada, France, 2019
                            • The Market – What You Need to Know

                              • A growing category with bottlenecks
                                • Car air fresheners drive category growth
                                • Market Size and Forecast

                                  • Modest growth due to flat penetration and low innovation
                                    • Figure 12: Market value of air care, China, 2015-19
                                    • Figure 13: Best- and worst-case forecast of market value of air care, China, 2014-24
                                • Market Factors

                                  • Ambience and mood-enhancing products enables category growth
                                    • Indoor air quality still concerns consumers
                                      • New car sales has started to slide
                                        • Figure 14: New passenger car sales, China, 2014-19 (est)
                                      • Household care products extend the benefit of fragrance
                                        • Low category innovation limits growth
                                        • Market Segmentation

                                          • Mixed performance across segments
                                            • Figure 15: Segment value share of air care, China, 2015-19
                                          • Aerosols lost the most share
                                            • Car air freshener as the biggest growth driver
                                              • Figure 16: Floral Collection Formaldehyde Purification Car Air Spray, China, 2019
                                            • Scented candles experienced fast growth, but faced with bottlenecks
                                            • Key Players – What You Need to Know

                                              • Market leader SCJ losing to smaller competitors
                                                • Leading brands upgrade product offerings
                                                  • Innovation remains at a low level
                                                  • Market Share

                                                    • Small players are eating into market leader SCJ’s share
                                                      • Figure 17: Leading manufactures' share in value sales of air care products, China, 2018-19
                                                  • Competitive Strategies

                                                    • Glade upgraded in fragrance and ingredients
                                                      • Figure 18: Examples of Glade new launches, China, 2019
                                                    • Febreze builds a ‘Japan best sellers’ image
                                                      • Figure 19: Febreze car air freshener, China, 2019
                                                    • Perfume brands expand presence in air care
                                                      • Figure 20: Examples of Scent Library home fragrance products, China, 2019
                                                      • Figure 21: RE:CLASSIFIED air freshener spray, China, 2019
                                                    • Scented candles positioned as good gifts
                                                      • Figure 22: The Beast Le Petit Prince music box scented candle gift set, China, 2018
                                                      • Figure 23: The Palace Museum imperial splendor scented candle, China, 2018
                                                    • Collaboration with museum to express good taste
                                                      • Figure 24: Examples of air care products in collaboration with museums, China, 2019
                                                  • Who’s Innovating?

                                                    • A small category in household care
                                                      • Figure 25: Segment of new household care launches, US, UK, South Korea, Japan and China, 2019
                                                      • Figure 26: Segment of new household care launches, China, 2017-19
                                                    • True innovation in decline
                                                      • Figure 27: Launch type of new air care launches, China, 2017-19
                                                      • Figure 28: Examples of new variety/range extension launches of air care products, China, 2019
                                                    • Strong focus on odour neutralising
                                                      • Figure 29: Top claims of new air care launches, US, UK, South Korea, Japan and China, 2017-19
                                                      • Figure 30: Examples of seasonal air care products, US, UK, 2019
                                                    • Floral scents dominate
                                                      • Figure 31: Top fragrance component groups of new air care launches, China, 2017-19
                                                    • Innovation highlights
                                                      • Aromatherapy air care
                                                        • Figure 32: Examples of aromatherapy air care products, UK, Germany and US, 2018-19
                                                      • Feel good on-the-go
                                                        • Figure 33: Examples of aromatherapy air care products for on-the-go occasions, US, 2019
                                                      • Air care blurring with personal care
                                                        • Figure 34: The Apothecary Dew on the Garden Herbal Air Freshener & Skin Spritzer, South Africa, 2018
                                                        • Figure 35: ttouchme massage scented candle, China, 2019
                                                      • Air care for families with children or pets
                                                        • Figure 36: Examples of air care products for pet owners, UK, Canada, Colombia, 2018-19
                                                      • Charcoal reed diffuser
                                                        • Figure 37: Kobayashi Seiyaku Sumi No Shoshugen Relaxed Charcoal Air Freshener Sticks, Japan, 2018
                                                      • Air care to complement and accent food and drink
                                                        • Figure 38: Examples of air care products that can complement food and drink, US, New Zealand, 2018
                                                    • The Consumer – What You Need to Know

                                                      • Flat penetration across all air care
                                                        • Consumers are most likely to use air care products in the living room, bedroom and washroom
                                                          • Prominent preference for floral fragrances
                                                            • Indoor air quality and mood-enhancing become focus of air care
                                                              • Comfortable and relaxing are primary emotional needs
                                                                • More consumers use scented candles for home fragrance instead of for decoration
                                                                • Usage of Air Care Products

                                                                  • Penetration stabilises in recent years
                                                                    • Figure 39: Air care products used in the last 12 months, 2019 vs 2016
                                                                  • Consumer repertoire is narrow
                                                                    • Figure 40: Repertoire of usage of air care products in the last 12 months, October 2019
                                                                    • Figure 41: Repertoire of usage of air care products in the last 12 months, by usage of air care products, October 2019
                                                                  • Low tier cities catch up in usage of air care products
                                                                    • 25-29-year olds are core users
                                                                      • Figure 42: Air care products used in the last 12 months, by age, October 2019
                                                                  • Areas of Home to Use Air Care Products

                                                                    • Air care products are mostly used in the living room, washroom and bedroom
                                                                      • Figure 43: Areas of home to use air care products in the last 12 months, October 2019
                                                                    • High earners have more uses of sprays
                                                                      • Figure 44: Areas of home to use spray air fresheners in the last 12 months, by monthly personal income, October 2019
                                                                    • Older consumers are more likely to use scented candles in living room
                                                                      • Figure 45: Areas of home to use scented candles in the last 12 months, by age, October 2019
                                                                    • 18-24 and 30-39 year olds tend to use reed diffusers in the washroom
                                                                      • Figure 46: Areas of home to use reed diffusers/scented oils in the last 12 months, by age, October 2019
                                                                  • Fragrance Preference for Car Air Freshener

                                                                    • Consistent fragrance preference across categories
                                                                      • Figure 47: Favourite scent for car air freshener, October 2019
                                                                    • Some consumers ask for ‘no scent’ options
                                                                      • Fruity fragrances appeal to women
                                                                        • Figure 48: Favourite scent for car air freshener, by gender, October 2019
                                                                    • Reasons for Using Air Care Products

                                                                      • Odour elimination no longer the primary reason
                                                                        • Figure 49: Reasons for using selected air care products, October 2019
                                                                      • Mood-enhancing is a universal demand across demographics
                                                                        • Some age differences prevail
                                                                          • Figure 50: Reasons for using selected air care products – ‘to purify/clean indoor air’, by age, October 2019
                                                                          • Figure 51: Reasons for using selected air care products – ‘to enhance the sense of ritual of daily life’, by age, October 2019
                                                                      • Mood-enhancing Benefits of Air Care Products

                                                                        • To unwind rather than to uplift
                                                                          • Figure 52: Mood-enhancing effects looked for air care products, October 2019
                                                                        • Calming is interestingly more sought after by young consumers
                                                                          • Figure 53: Mood-enhancing effects looked for air care products, by age, October 2019
                                                                        • Women want to create a warm and joyful atmosphere
                                                                          • Figure 54: Mood-enhancing effects looked for air care products, by gender, October 2019
                                                                      • Purchase and Usage Habits of Scented Candles

                                                                        • Fragrance matters more than the appearance
                                                                          • Figure 55: Purchase and usage habits of scented candles, October 2019
                                                                        • Practical attitude towards fragrance
                                                                          • Figure 56: Purchase and usage habits of scented candles, October 2019
                                                                          • Figure 57: Examples of Yankee Candle products, China, 2019
                                                                        • Sophisticated usage habits
                                                                          • Figure 58: Purchase and usage habits of scented candles, October 2019
                                                                      • Meet the Mintropolitans

                                                                        • Mintropolitans are more engaged category users…
                                                                          • Figure 59: Air care products used in the last 12 months, by consumer classification, October 2019
                                                                        • …but their usage is in decline
                                                                          • Figure 60: Air care products used in the last 12 months, Mintropolitans, 2019 vs 2016
                                                                        • Mintropolitans have stronger emotional needs
                                                                          • Figure 61: Gaps between Mintropolitans and Non-Mintropolitans (as benchmark) in terms of reasons for using spray/plug-in/solid/gel air fresheners, October 2019
                                                                          • Figure 62: Mood-enhancing effects looked for air care products, by consumer classification, October 2019
                                                                      • Appendix – Market Size and Forecast

                                                                          • Figure 63: Market value of air care products, China, 2014-24 (fore)
                                                                      • Appendix – Methodology and Abbreviations

                                                                        • Methodology
                                                                          • Fan chart forecast
                                                                            • Abbreviations

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