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Air Care - UK - September 2019

Covered in this report

The report examines the retail market for the following air care products:

  • Aerosol and pump sprays
  • Continuous electrical air fresheners, including plug-ins and battery-operated/automatic sprays, including timed release
  • Continuous non-electrical air fresheners, including blocks/ gels, non-battery-powered click sprays and scented oils/reed diffusers
  • Scented candles and oil burners
  • Kitchen appliance fresheners
  • Carpet/vacuum fresheners
  • Car fresheners

“The air care market is facing a paradigm shift away from being a functional category, and towards one more closely aligned with the wellbeing sector. Supporting consumers by being more transparent about products and innovating to cater to emotional desires will help brands achieve a superior consumer connect and stand out from the growing influence of own-label.”
– Arpita Sharma, Global Household Analyst

This report looks at the following areas:

  • Be transparent about the ingredients
  • Category shifts from functional to wellbeing

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Table of contents

  1. Overview

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

          • The market
            • Air care market weakens
              • Figure 1: Best- and worst-case forecast of UK retail value sales of air care products, 2014-24
            • Companies and brands
              • Private label continues to dominate non-electric air fresheners
                • Figure 2: Brand shares in value sales of continuous non-electric air fresheners, year ending March 2019
              • Continuous electric air fresheners struggle to register presence
                • Figure 3: Brand shares in value sales of continuous electric air fresheners, year ending March 2019
              • Manual air fresheners witness slump
                • Figure 4: Brand shares in value sales of manual air fresheners, year ending March 2019
              • Air care NPD witnesses decline
                • Figure 5: New product development in the air care products category, by sub-category, January 2016-July 2019
              • The consumer
                • Decline in consumer usage across all air care
                  • Figure 6: Usage of air care products in the last 12 months, May 2018 and July 2019
                • Consumers show clear desire for natural products
                  • Figure 7: Behaviours around buying air care products, July 2019
                • Category perception shifts from functional requirements to emotional needs
                  • Figure 8: Reasons for using air care products, July 2019
                • Potential for brands to tap desire for personalisation
                  • Figure 9: Interest in innovative air care products, July 2019
                • Cleaning products act as source of fragrance
                  • Figure 10: Air care behaviours in the last 12 months, July 2019
                • Transparency concerns acting as a barrier
                  • Figure 11: Attitudes towards air care products, July 2019
                • What we think
                • Issues and Insights

                  • Be transparent about the ingredients
                    • The facts
                      • The implications
                        • Category shifts from functional to wellbeing
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Air care market weakens
                                • Non-electrical air fresheners continue to rule
                                  • Discounters gain significant momentum
                                    • Desire for personalisation could intensify further
                                      • Dire need for greater transparency on ingredients
                                      • Market Size and Forecast

                                        • Air care market weakens
                                          • Own-label exerts more influence
                                            • Opportunity for wellbeing-based growth
                                              • Figure 12: UK retail value sales and forecast of air care products, at current and constant prices, 2014-24
                                            • Stagnation expected in air care market
                                              • Figure 13: Best- and worst-case forecast of UK retail value sales of air care products, 2014-24
                                            • Forecast methodology
                                            • Market Segmentation

                                              • Non-electrical air fresheners continue to rule
                                                • Figure 14: UK retail value sales of air care products, by segment, 2017-19 (est)
                                              • Manual and continuous air fresheners continue to decline
                                              • Channels to Market

                                                • Discounters gain significant momentum
                                                  • Figure 15: UK retail value sales of air care products, by outlet type, 2017-19 (est)
                                                • Own-label provides a way back for grocery multiples
                                                • Market Drivers

                                                  • Consumer desire for personalisation will enable category growth
                                                    • Decline in population of younger age groups
                                                      • Figure 16: Trends in the age structure of the UK population, 2013-23
                                                    • The Brexit influence on the air care market
                                                      • Figure 17: Trends in consumer sentiment for the coming year, January 2009-July 2019
                                                    • Impact of health concerns households with children
                                                      • Figure 18: How respondents described their financial situation, by any children in household, July 2019
                                                    • Household cleaning products extend the functional benefit of fragrance
                                                      • Need for greater transparency on product ingredients
                                                        • Clean air for healthy living
                                                        • Companies and Brands – What You Need to Know

                                                          • Own-label stands out across categories
                                                            • Air care NPD witnesses decline
                                                              • Rise in NPD of floral fragrances
                                                                • Intensified adspend by air care brands in 2018
                                                                  • Air care could move from being seasonal to year-round consumer need
                                                                    • Yankee Candles focuses on wellbeing
                                                                    • Market Share

                                                                      • Own-label continues to dominate non-electric air fresheners
                                                                        • Figure 19: Brand shares in value sales of continuous non-electric air fresheners, years ending March 2018 and 2019
                                                                      • Continuous electric air fresheners struggle to register presence
                                                                        • Figure 20: Brand shares in value sales of continuous electric air fresheners, years ending March 2018 and 2019
                                                                      • Manual air fresheners witness slump
                                                                        • Figure 21: Brand shares in value sales of manual air fresheners, years ending March 2018 and 2019
                                                                    • Launch Activity and Innovation

                                                                      • Category NPD declines for the first time since 2013
                                                                        • Figure 22: New product development in the air care products category, by sub-category, January 2016-July 2019
                                                                      • Rise in launch of new varieties and extensions in air care
                                                                        • Figure 23: New product development in the air care products category, by launch type, January 2016-July 2019
                                                                        • Figure 24: Examples of new variety/extensions with seasonal/limited edition claim, 2018
                                                                      • Yankee Candles wins the NPD battle
                                                                        • Figure 25: New product development in the air care products category, by top ultimate companies and other, 2018
                                                                        • Figure 26: Examples of NPD from Yankee Candle innovations, 2018
                                                                        • Figure 27: Examples of new product launches by Sainsbury’s, July 2018-July 2019
                                                                      • The upsurge of own-label within a declining category
                                                                        • Figure 28: New product development in the air care products category, own-label vs branded, January 2016-July 2019
                                                                        • Figure 29: Examples of own-label candle launches with seasonal claims, 2018
                                                                      • Lidl enters the luxury candle segment
                                                                        • Figure 30: Lidl’s new luxury candle range, February 2019
                                                                      • AromaWorks enters exclusive agreement with Sainsbury’s
                                                                        • Figure 31: AromaWorks Balance Natural Home Fragrance Candle, August 2018
                                                                      • Category shifting from functional benefits to emotional wellbeing
                                                                        • Figure 32: Leading claims in the air care products category, based on top claims for 2017 and 2018
                                                                        • Figure 33: New product launches with botanical/herbal claims, July 2018-July 2019
                                                                      • Brands have factored in environmental concerns, but not all
                                                                        • Figure 34: New product launches with ethical – environmentally friendly package and ethical – recycling claims, July 2018-July 2019
                                                                      • Floral fragrances increase in popularity
                                                                        • Figure 35: Leading fragrances in the air care products category, based on top fragrance component groups, January 2017-July 2019
                                                                        • Figure 36: New product launches with rose and lavender fragrances, July 2018-July 2019
                                                                    • Advertising and Marketing Activity

                                                                      • Rise in adspend in 2018 against declining NPD
                                                                        • Figure 37: Total above-the-line, online display and direct mail advertising expenditure on air care products, January 2015-July 2019
                                                                      • Yankee Candle reduces above-the-line spend
                                                                        • Figure 38: Yankee Candle Charming Scents TV advert, 2018
                                                                        • Figure 39: Total above-the-line, online display and direct mail advertising expenditure on air care products, by leading advertisers, January 2017-July 2019
                                                                      • Ambi Pur and Febreze went for cinema ads
                                                                        • Figure 40: Total above-the-line, online display and direct mail advertising expenditure on air care products, by media type, January 2015-July 2019
                                                                      • Air care could move from being seasonal to year-round consumer need
                                                                        • Figure 41: Total above-the-line, online display and direct mail advertising expenditure on air care products, by month, 2015-18
                                                                        • Figure 42: Yankee Candle Garden Hideaway Collection to launch in January 2020 as publicised on the Yankee Candle website
                                                                      • Yankee Candle brings Christmas to July
                                                                        • Figure 43: Yankee Candle “Christmas in July” Tweet, July 2019
                                                                      • Air Wick Pure extends into the botanical/herbal category
                                                                        • Figure 44: Air Wick Pure essential oils collection, March 2018
                                                                      • Nielsen Ad Intel coverage
                                                                      • Brand Research

                                                                          • Brand map
                                                                            • Figure 45: Attitudes towards and usage of selected brands, July 2019
                                                                          • Key brand metrics
                                                                            • Figure 46: Key metrics for selected brands, July 2019
                                                                          • Wax Lyrical’s botanical and natural products resonates with customers’ health and wellbeing concerns
                                                                            • Figure 47: Attitudes, by brand, July 2019
                                                                          • Yankee Candle perceived as a fun brand
                                                                            • Figure 48: Brand personality – Macro image, July 2019
                                                                          • Febreze seen as effective and reliable
                                                                            • Figure 49: Brand personality – Micro image, July 2019
                                                                          • Brand analysis
                                                                            • Yankee Candle plays on consumers’ emotional wellbeing
                                                                              • Figure 50: User profile of Yankee Candle, July 2019
                                                                            • Febreze fulfils functional needs of air care consumers
                                                                              • Figure 51: User profile of Febreze, July 2019
                                                                            • Glade favoured by high income group Millennials
                                                                              • Figure 52: User profile of Glade, July 2019
                                                                            • Perceived as a family brand, Air Wick favoured by all income groups
                                                                              • Figure 53: User profile of Air Wick, July 2019
                                                                            • Wax Lyrical’s natural perception appeals equally to men and women
                                                                              • Figure 54: User profile of Wax Lyrical, July 2019
                                                                          • The Consumer – What You Need to Know

                                                                            • Decline in consumer usage across all air care
                                                                              • Category perception shifts from functional requirements to emotional needs
                                                                                • Consumers show clear desire for natural products
                                                                                  • Potential for brands to tap into desire for personalisation
                                                                                    • Cleaning products act as source of fragrance
                                                                                      • Transparency concerns acting as a barrier
                                                                                      • Usage of Air Care Products

                                                                                        • Decline in scented candles and scented oils
                                                                                          • Figure 55: Usage of air care products in the last 12 months, May 2018 and July 2019
                                                                                        • Consumer interest in car air fresheners lowers
                                                                                          • Air care repertoire narrows
                                                                                            • Figure 56: Repertoire of air care products used in the last 12 months, May 2018 and July 2019
                                                                                        • Reasons for Using Air Care Products

                                                                                          • From functional requirements to emotional needs
                                                                                            • Consumers underline the need for a pleasant atmosphere
                                                                                              • Figure 57: Reasons for using air care products, July 2019
                                                                                          • Air Care Buying Behaviours

                                                                                            • Consumers stick to preferred formats …
                                                                                              • … but are spending more on them
                                                                                                • Figure 58: Behaviours around buying air care products, July 2019
                                                                                              • Consumers show a clear desire for natural products
                                                                                                • Transparency about ingredients is a vital consumer need
                                                                                                • Consumer Interest in Innovative Products

                                                                                                  • Potential for brands to tap into desire for personalisation
                                                                                                      • Figure 59: Interest in innovative air care products, July 2019
                                                                                                    • Technology enablement in air care has a long way to go
                                                                                                      • Convince consumers about benefits to fetch premium
                                                                                                      • Air Care Behaviours in the Last 12 Months

                                                                                                        • Cleaning products act as source of fragrance
                                                                                                          • Figure 60: Air care behaviours in the last 12 months, July 2019
                                                                                                        • Millennials driving experimentation in category
                                                                                                          • Air quality becomes of greater concern
                                                                                                          • Attitudes towards Air Care Products

                                                                                                            • Transparency concerns acting as a barrier
                                                                                                              • Figure 61: Attitudes towards air care products, July 2019
                                                                                                            • Understanding of naturality and healthiness
                                                                                                            • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                                • Abbreviations
                                                                                                                  • Consumer research methodology
                                                                                                                    • Forecast methodology

                                                                                                                    Air Care - UK - September 2019

                                                                                                                    £1,995.00 (Excl.Tax)