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Description

Description

"Aircare had another year of growth as consumers turn to aircare for reasons beyond functional odor control, presenting new growth and engagement opportunities for brands and retailers to boost the sluggish aircare market. Optimal growth will hinge on brands addressing ingredient concerns, which are in part contributing to shrinking inventories. Brands that offer greater transparency and deliver on consumers’ interest in safer, healthier options that elevate the user experience will find a receptive audience."

-Rebecca Cullen, Household Care Analyst

This Report looks at the following areas:

  • Market experiences moderate gains
  • Consumers find reasons to use fewer aircare products
  • Format fatigue gives rise to newer formats
  • Fragmented retail market turns to customization to engage shoppers

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • Market overview
          • Market experiences moderate gains
            • Figure 1: Total US sales and fan chart forecast of aircare market, at current prices, 2014-24
          • Top takeaways
            • Key trends
              • Consumers find reasons to use fewer aircare products
                • Figure 2: Repertoire of product usage, by age, parental status, November 2019
              • Format fatigue gives rise to newer formats
                • Figure 3: Usage of select aircare products, December 2016, October 2018 and November 2019
              • Fragmented retail market turns to customization to engage shoppers
                • Figure 4: Retailers shopped, November 2019
              • Brands move toward new era of transparency
                • Figure 5: Attitudes and behaviors toward aircare ingredients and scents, November 2019
              • What it means
              • The Market – What You Need to Know

                • Market maintains stable growth
                  • Majority of spend allocated toward candles
                    • Adjacent categories, technology threaten sales
                    • Market Size and Forecast

                      • Aircare sales experience slow gains
                        • Figure 6: Total US sales and fan chart forecast of aircare market, at current prices, 2014-24
                        • Figure 7: Total US retail sales and forecast of aircare products, at current prices, 2014-24
                    • Market Breakdown

                      • Candles are largest segment, post strongest gains
                        • Figure 8: WoodWick Humidor Scented Candle
                        • Figure 9: Total US retail sales and forecast of aircare products, by segment, at current prices, 2014-19
                      • Other channels command majority of sales
                        • Figure 10: Total US retail sales of aircare products, by channel, at current prices, 2017 and 2019
                    • Market Perspective

                      • Competition from within and outside of the category will challenge brands
                        • Air monitoring exposes the home
                          • Scent substitution challenges value of aircare
                            • Figure 11: SC johnson glade, Mrs. Meyer’s Clean Day
                        • Market Factors

                          • For some, the home no longer “feels” like home
                            • Figure 12: Homeownership rate, 2008-18
                            • Figure 13: Homesick New York City Home Fragrance Oil
                        • Key Players – What You Need to Know

                          • SCJ maintains lead but losing share
                            • Green goes mainstream, wellbeing becomes one with aircare
                              • Mass, value-focused brands struggles to compete with private label
                                • Science, technology and sustainability will play a role in future market
                                • Manufacturer Sales of Aircare

                                  • SCJ losing share to P&G, smaller brands
                                    • Figure 14: Opalhouse target private label line
                                  • Sales of aircare by company
                                    • Figure 15: MULO sales of aircare products, by leading companies, rolling 52 weeks 2018 and 2019
                                • What’s Happening

                                  • Seasonality claims decline, natural and eco claims gain momentum
                                    • Figure 16: Share of US aircare product launches, by select claims, 2014-19
                                    • Figure 17: Everspring
                                  • Removing odor and unwanted ingredients
                                    • Figure 18: Fresh Wave Lavender Odor Removing Spray
                                  • Brands flex around holistic wellbeing trends
                                    • Figure 19: US aircare NPD with aromatherapy claims, Jan 2014-Dec 2019
                                • What’s Struggling

                                  • Private label challenging mass and value-focused brands
                                    • Figure 20: MULO sales of select candles, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                    • Figure 21: Private label candles
                                • What to Watch

                                  • Candle gift sets could make a comeback
                                    • Figure 22: Diptyque advent calendar, October 2019
                                  • Balancing bacteria for cleaner air
                                      • Figure 23: Counter culture clean, November 2019
                                    • New formats and scent diffusion experiences: technology and portables
                                      • Figure 24: Diptyque Prêts-à-Parfumer Perfumed Brooch
                                    • Sustainability will become an expectation
                                      • Figure 25: SunLeaf Orange Ginger Candle in a Glass
                                      • Figure 26: Convivial refill Instagram story
                                  • The Consumer – What You Need to Know

                                    • Majority of adults use one or two products
                                      • Motivations moving from functional to discretionary
                                        • Candle market becomes more fragmented
                                          • Younger shoppers spread their spend across retailers
                                            • Consumers seek ingredient transparency
                                              • Adults adventurous with new scents, but perhaps not brands
                                              • Aircare Usage

                                                • Shifts in usage reflect format fatigue, healthier alternative interests
                                                  • Figure 27: Aircare usage, December 2016, October 2018 and November 2019
                                                • Aircare inventory narrows
                                                  • Figure 28: Repertoire of product usage, November 2019
                                                • Elevated usage among younger adults, parents
                                                  • Figure 29: Repertoire of product usage, by age, parental status, November 2019
                                                  • Figure 30: Aircare usage, by age, parental status, November 2019
                                              • Aircare Usage Motivators

                                                • A paradigm shift in motivations
                                                  • Figure 31: Aircare usage motivators, November 2019
                                                  • Figure 32: Select aircare usage motivators, by aircare product usage, November 2019
                                                • Younger adults use aircare for variety of reasons
                                                  • Figure 33: Select aircare usage motivators, by age, November 2019
                                              • Shopping for Candles

                                                • The candle retail market remains highly fragmented
                                                  • Figure 34: Retailers shopped for scented candles, by age, November 2019
                                                  • Figure 35: The candle bar
                                                • Scent tops the priority list for candles
                                                  • Figure 36: Scented candle purchase influencers, November 2019
                                                • Younger candle shoppers value ingredients and eco-benefits
                                                  • Figure 37: Select scented candle purchase influencers, by age, November 2019
                                              • Shopping for Air Fresheners and Essential Oils

                                                • Air freshener, essential oil shopping driven by value, convenience
                                                  • Figure 38: Target Everspring line, August 2019
                                                  • Figure 39: Retailers shopped for air freshener and essential/scented oil, November 2019
                                                • Younger shoppers skipping mass for lifestyle retailers
                                                  • Figure 40: Select retailers shopped for air freshener and essential/scented oil, by age, November 2019
                                                • Function drives air fresheners, health drives essential oils
                                                  • Figure 41: Air freshener and essential/scented oil purchase influencers, November 2019
                                                • Younger shoppers look for ingredient claims
                                                  • Figure 42: Select air freshener and essential/scented oil purchase influencers, by age, November 2019
                                              • Attitudes and Behaviors toward Aircare Ingredients

                                                • A call for greater transparency
                                                  • Figure 43: Febreze ONE candle and Everspring essential oil
                                                  • Figure 44: Attitudes and behaviors toward ingredients, November 2019
                                                • Heavier users experience heightened ingredient concerns
                                                  • Figure 45: Select attitudes and behaviors toward ingredients, by repertoire of product usage, November 2019
                                                • Importance of ingredients, natural claims decline with age
                                                  • Figure 46: Select attitudes and behaviors toward ingredients, by age, November 2019
                                              • Attitudes and Behaviors toward Aircare

                                                • Scent variety remains critical
                                                  • Figure 47: Attitudes and behaviors toward aircare, November 2019
                                                • Customized and controlled scent experiences interest 18-54’s
                                                  • Figure 48: Select attitudes and behaviors toward aircare scents and innovations, by age, November 2019
                                              • Appendix – Data Sources and Abbreviations

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

                                                              • Figure 49: Total US retail sales and forecast of aircare products, at inflation-adjusted prices, 2014-24
                                                              • Figure 50: Total US retail sales and forecast of aircare products, by segment, at current prices, 2014-19
                                                              • Figure 51: Total US retail sales of aircare products, by segment, at current prices, 2017 and 2019
                                                              • Figure 52: Total US retail sales and forecast of candles, at current prices, 2014-19
                                                              • Figure 53: Total US retail sales and forecast of home air fresheners, at current prices, 2014-19
                                                              • Figure 54: Total US retail sales and forecast of vehicle air fresheners, at current prices, 2014-19
                                                          • Appendix – Retail Channels

                                                              • Figure 55: Total US retail sales of aircare products, by channel, at current prices, 2014-19
                                                              • Figure 56: Total US retail sales of aircare products, by channel, at current prices, 2017 and 2019
                                                          • Appendix – Key Players

                                                              • Figure 57: Multi-outlet sales of candles, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                              • Figure 58: Multi-outlet sales of home air fresheners, by leading companies and brands, rolling 52 weeks 2018 and 2019
                                                              • Figure 59: Multi-outlet sales of vehicle air fresheners, by leading companies and brands, rolling 52 weeks 2018 and 2019

                                                          This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                          • Market

                                                            Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

                                                          • Consumer

                                                            Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                          • Brand/Company

                                                            Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                          • Data

                                                            Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

                                                          Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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