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Air Care - US - January 2019

"Air care experiences high penetration, resulting in nearly flat market sales over the last five years. While 31% of consumers report using air care products more often as opposed to less often in the past year, long-established formats saw a decline in usage amid ingredient concerns and cross-category competition. In spite of category challenges, a focus on natural, healthier, and ecofriendly options as well as enhancing the user experience are pockets of opportunity to boost the market."

- Rebecca Cullen, Household Care Analyst

This report will look at the following areas:

  • Consumers doing more with less
  • Long-standing formats losing favor amid ingredient concerns
  • Category engagement drops with age
  • Retail landscape highly fragmented, reflects save versus splurge mentality
  • Mass most purchased, but not by much
  • Innovation areas provide additional usage occasions

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Overview
          • Figure 1: Total US retail sales and forecast of air care, by segment, at current prices, 2013-23
        • The challenges and opportunities
          • Consumers doing more with less
            • Figure 2: Frequency of air care use, repertoire of air care product usage, October 2018
          • Long-standing formats losing favor amid ingredient concerns
            • Figure 3: Select reasons for using air care products less often, October 2018
          • Category engagement drops with age
            • Figure 4: Repertoire of air care product usage, five or more, by age, parental status, October 2018
          • Retail landscape highly fragmented, reflects save versus splurge mentality
            • Figure 5: Primary and secondary retailers shopped, by segment, October 2018
          • Mass most purchased, but not by much
            • Figure 6: Select candle shopping behaviors and attitudes, October 2018
          • Innovation areas provide additional usage occasions
            • Figure 7: Interest in innovations, October 2018
          • What it means
          • The Market – What You Need to Know

            • Air care product sales grow by 2%
              • Most spend allocated toward candles, vehicle segment leads growth
                • Scented household products threaten air freshener sales
                  • Shifts in population will impact market growth
                    • Natural, eco-friendly, free-from claims will be key to future growth
                    • Market Size and Forecast

                      • Air care market sees slight uptick amid recent struggles
                        • Figure 8: Total US sales and fan chart forecast of air care products, at current prices, 2013-23
                        • Figure 9: Total US retail sales and forecast of air care products, at current prices, 2013-23
                    • Future of Air Care

                      • Health and environmental concerns will drive future category claims
                        • Figure 10: Total US retail sales and forecast of air care products, at current prices, by select US air care product launch claims, 2013-23
                    • Market Breakdown

                      • Candles are largest segment, vehicle air fresheners see strongest growth
                        • Figure 11: Total US retail sales of air care products, by segment, at current prices, 2016 and 2018
                      • Other channels dominate sales
                        • Figure 12: Total US retail sales of air care products, by channel, at current prices, 2013-18
                    • Market Perspective

                      • Scented household products pose a threat to air care
                      • Market Factors

                        • Population and living trends impact air care usage
                          • Figure 13: Population aged 18 or older, by age, 2013-23
                      • Key Players – What You Need to Know

                        • S.C. Johnson & Son maintains market lead, smaller players see growth
                          • Brands incorporating natural, eco-focused claims see growth
                            • Value candle brands struggle
                              • Shake up the category by innovating around scent, experiences
                              • Manufacturer Sales of Air Care

                                • SCJ leads market, small brands see stronger growth
                                  • Sales of air care by company
                                    • Figure 14: MULO sales of air care products, by leading companies, rolling 52 weeks 2017 and 2018
                                • What’s Working?

                                  • Seasonality remains important for category
                                    • Figure 15: Share of US product launch claims, 2013-18*
                                  • Natural and eco-friendly meet demand for safer products
                                    • Figure 16: Share of US air care product launches with botanical/herbal, environmental friendly product claims, 2013 and 2018*
                                  • Laundry scents strike familiar cord, underscore scent substitution threat
                                    • Figure 17: MULO sales of home and vehicle air fresheners with identifiable laundry scents, rolling 52-weeks ending Oct. 7, 2018
                                • What’s Struggling?

                                  • Mass brands, private label candles can’t live up to premium interests
                                    • Figure 18: MULO sales of select candles, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                • What’s Next?

                                  • Disrupt scent sameness
                                    • Create unique experiences
                                      • Home automation will drive smart air care forward
                                      • The Consumer – What You Need to Know

                                        • Slight shifts in product usage reflect challenges and opportunities
                                          • Usage motivations two pronged while health concerns persist
                                            • Convenience, cost influence shopping for air fresheners, essential oils
                                              • Younger candle users driven by lifestyle interests
                                                • Familiar scents in adjacent categories could pique interest
                                                  • Younger adults, parents drive air care innovation interest
                                                  • Air Care Usage

                                                    • Shifts in usage shaped by ingredient concerns, new formats
                                                      • Figure 19: Repertoire of air care product usage, December 2016 and October 2018
                                                      • Figure 20: Air care usage, December 2016 and October 2018
                                                    • Lifestage drives air care usage
                                                      • Figure 21: Usage of select air care products, by age, parental status, October 2018
                                                      • Figure 22: Repertoire of air care product usage, by age, parental status, October 2018
                                                    • Hispanics, particularly Millennials, engaged in category
                                                      • Figure 23: Repertoire of air care product usage – five or more, by Hispanic origin and generation, October 2018
                                                      • Figure 24: Air care usage, by Hispanic origin and generation, October 2018
                                                  • Changes in Air Care Usage

                                                    • Nearly one third using air care more often
                                                      • Figure 25: Frequency of air care usage, October 2018
                                                    • Usage frequency sheds light on core target groups
                                                      • Figure 26: Using air care more often – Percent difference from average, by age, parental status, Hispanic origin, living location, October 2018
                                                  • Reasons for Using Air Care More

                                                    • Functional and experiential needs drive increased usage
                                                      • Figure 27: Reasons for using air care products more often, October 2018
                                                    • Millennials, parents find most benefits to air care
                                                      • Figure 28: Reasons for using air care products more often, by generation and parental status, October 2018
                                                  • Reasons for Using Air Care Less

                                                    • Health concerns, cost hinder air care usage
                                                      • Figure 29: Reasons for using air care less, October 2018
                                                  • Retailers Shopped for Air Fresheners and Essential Oils

                                                    • Convenience drives choice of retailer
                                                      • Figure 30: Marianos air care inventory (alongside household paper products), Oak Lawn (Chicago), November 2018
                                                      • Figure 31: Retailers shopped for air fresheners and essential oils, October 2018
                                                    • 25-34-year-olds shop across channels
                                                      • Figure 32: Retailers shopped for air fresheners and essential oils, by age, October 2018
                                                  • Shopping for Candles

                                                    • Candle purchases made at variety of retailers
                                                      • Figure 33: Retailers shopped for candles, October 2018
                                                      • Figure 34: TJMaxx & HomeGoods, Chicago, November 2018
                                                    • Younger shoppers shop around, older adults stick to traditional retailers
                                                      • Figure 35: Select retailers shopped for candles, by age, October 2018
                                                    • Mass brands lead, but not by much
                                                      • Figure 36: Candle brand preferences, by age, October 2018
                                                      • Figure 37: Interest in mass candle brand improvements, by age, October 2018
                                                    • Change of season triggers purchases, particularly for those 45+
                                                      • Figure 38: Bath & Body Works Email flyer, November 2018, Seasonal candle
                                                      • Figure 39: Candle purchase drivers and challenges, by age, October 2018
                                                  • Interest in Scents

                                                    • Food and beauty ingredients should migrate into air care
                                                        • Figure 40: Interest in scents, October 2018
                                                      • 18-44’s open-minded when it comes to new scents
                                                        • Figure 41: Interest in select scents, by age and gender, October 2018
                                                    • Interest in Innovations

                                                      • Innovations could provide additional usage occasions
                                                        • Cleaning the air could be the next “big thing”
                                                          • Health and wellness evolves beyond aromatherapy
                                                            • Smart technology will drive future growth of air care market
                                                              • Customization for a more personalized scent experience
                                                                • Figure 42: Interest in innovations, October 2018
                                                              • Customizable and on-the-go air care drive appeal
                                                                • Figure 43: Interest in customizable and portable air care innovations, have not used, but interested in trying, by age, October 2018
                                                              • 18-54’s, parents drive interest in tech innovations
                                                                • Figure 44: Interest in select technology air care innovations – Have not used, but interested in trying, by age, parental status, October 2018
                                                              • Air care innovations have prime audience among urban dwellers
                                                                • Figure 45: Interest in select innovations – Have used, by living location, October 2018
                                                            • Appendix – Data Sources and Abbreviations

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

                                                                              • Figure 46: Total US retail sales and forecast of air care products, at inflation-adjusted prices, 2013-23
                                                                              • Figure 47: Total US retail sales and forecast of air care products, by segment, at current prices, 2013-23
                                                                              • Figure 48: Total US retail sales of air care products, by segment, at current prices, 2016 and 2018
                                                                              • Figure 49: Total US retail sales and forecast of candles, at current prices, 2013-23
                                                                              • Figure 50: Total US retail sales and forecast of home air fresheners, at current prices, 2013-23
                                                                              • Figure 51: Total US retail sales and forecast of vehicle air fresheners, at current prices, 2013-23
                                                                              • Figure 52: Total US retail sales of air care products, by channel, at current prices, 2013-18
                                                                              • Figure 53: Total US retail sales of air care products, by channel, at current prices, 2016 and 2018
                                                                          • Appendix – Key Players

                                                                              • Figure 54: MULO sales of candles, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                              • Figure 55: MULO sales of home air fresheners, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                              • Figure 56: MULO sales of car air fresheners, by leading companies and brands, rolling 52 weeks 2017 and 2018
                                                                          • Appendix – The Consumer

                                                                              • Figure 57: Air care product launches with aromatherapy claims, 2013-17
                                                                              • Figure 58: Households, by presence of related children, 2007-17

                                                                          Air Care - US - January 2019

                                                                          US $4,395.00 (Excl.Tax)