2023
0
China Aircare Market Report 2023
2023-01-31T03:03:49+00:00
OX1155749
3695
159963
[{"name":"Aircare","url":"https:\/\/store.mintel.com\/industries\/household-home\/aircare"}]
Report
en_GB
“With the rise of ‘scent economics’, all types of air care products are expected to offer pleasant olfactory experiences. In addition, while air fresheners are positioned as odour solutions based…

China Aircare Market Report 2023

£ 3,695 (Excl.Tax)

Report Summary

“With the rise of ‘scent economics’, all types of air care products are expected to offer pleasant olfactory experiences. In addition, while air fresheners are positioned as odour solutions based on strong functionality, scented air care has greater potential in advancing emotional values, such as fulfilling the pursuit of home aesthetics.”

– Tina He, Research Analyst

Key Issues covered in this Report

  • Market overview and growth of China’s air care market
  • Competitive landscape and new product trends in China’s air care market
  • Product usage and area of usage
  • Interested claims of air fresheners
  • Preferred brand types of scented air care products
  • Future spending plans by product type

Table of Contents

  1. Overview

    • What you need to know
      • Key Issues covered in this Report
        • Definitions
          • Subgroup definitions (by monthly household income):
          • Executive Summary

              • The market
                • Figure 1: Best- and worst-case forecast of retail value of air care market, China, 2017-27
              • Companies and brands
                • Figure 2: Leading manufacturers’ share in value sales of air care market, China, 2021-22
              • The consumer
                • Usage of scented air care products exceeds that of air fresheners
                  • Figure 3: Product usage, 2022
                • The washroom is the most popular usage occasion of air care products, followed by the living room and the bedroom
                  • Figure 4: Area of usage, 2022
                • For air fresheners, long-lasting, mood-improving and odour prevention are top claims of interest
                  • Figure 5: Interested claims of air fresheners, 2022
                • Consumers are open to various brand types
                  • Figure 6: Preferred brand types of scented air care products, 2022
                • Air care consumers show loyalty in purchase behaviours and are interested in the decorative function
                  • Figure 7: Purchase behaviours, 2022
                • Market potential lies among non-users who are interested in trying
                  • Figure 8: Future spending plans, 2022
                • What we think
                • Issues and Insights

                  • Apart from functionality, air fresheners need to level up product scents
                    • Figure 9: Example of a scented air freshener, France, 2022
                  • For scented air care, leverage product diversity in the growth stage, and dive deep into emotional values for the future
                    • Figure 10: Examples of comprehensive product lines in one scented air care series, China, 2022
                • Market Size and Forecast

                  • Market growth with the rise of ‘scent economics’
                    • Figure 11: Best- and worst-case forecast of retail value of air care market, China, 2017-27
                • Market Segmentation

                  • Aerosols/sprays and slow release grew steadily
                    • Scented candles continued its momentum
                      • Figure 12: Value sales and growth rate of total air care market, by segment, China, 2018-22
                  • Market Factors

                    • Stable usage and optimistic spending despite pandemic disruptions
                      • Emotional values of air care well appreciated by consumers
                        • Further development of both mass and prestige markets
                        • Market Share

                          • Top manufacturers of scented air care gained an advantage
                            • Figure 13: Leading manufacturers’ share in value sales of air care market, China, 2021-22
                          • Market players focusing on air fresheners are faced with challenges
                          • Marketing Activities

                            • Extend my brand with product diversity and occasion expansion
                              • Figure 14: Examples of air care brand extension, China, 2022
                            • Integrate air care with home aesthetics
                              • Figure 15: Example of collaboration between air care and home furnishing brands, China, 2022
                            • Sustain owned IP with product launches and brand collaboration
                              • Figure 16: Example of an air care brand-owned IP and co-branding by IP collaboration, China, 2022
                            • Weigh in live streaming platforms with competitive pricing
                              • Figure 17: Examples of competitive price promotion of air care products on Douyin, China, 2023
                          • New Product Trends

                            • New product launch of air care grows steadily among household care categories
                              • Figure 18: New product launches in household care market, by category, China, 2018-22
                            • Rise of gourmet/edible fragrance components and combined fragrance groups
                              • Figure 19: Top fragrance component groups of new air care launches, China, 2018-22
                              • Figure 20: Examples of air care products with combined fragrance groups, China, 2022
                            • Weakened voices of functional claims
                              • Figure 21: Top claims of new air care launches, China, 2018-22
                              • Figure 22: Example of an air care product with aromatherapy claims, China, 2022
                            • Upgrade formats of air fresheners
                              • Figure 23: Examples of air freshener products in new formats, China, 2022
                            • Decorative product designs to realise the decorative function
                              • Figure 24: Examples of air care products with decorative designs, China, 2022
                            • Infuse air care with cultural heritage
                              • Figure 25: Examples of air care launches with cultural background, China, 2022
                            • Mind travels with designer scents
                              • Figure 26: Examples of air care products with geographic connections, China, 2022
                          • Product Usage

                            • Usage of scented air care products exceeds that of air fresheners
                              • Figure 27: Product usage, 2022
                            • Only scented candles saw usage growth
                              • Figure 28: Product usage – selected items, 2021 vs 2022
                            • High earners have higher usage of certain air care products
                              • Figure 29: Product usage, by monthly household income, 2022
                          • Area of Usage

                            • The washroom dominates usage area for air care products, followed by the living room and the bedroom
                              • Figure 30: Area of usage, 2022
                            • Consumers from tier one cities demonstrate diverse usage of air care products
                              • Usage areas for scented diffusers differ with age
                              • Interested Claims of Air Fresheners

                                • Long-lasting, mood-improving and odour prevention are top claims of interests
                                  • Figure 31: Interested claims of air fresheners, 2022
                                • Users of both air fresheners and scented air care products demand more
                                  • Figure 32: Interested claims of air fresheners, by product usage, 2022
                                • High earners prefer unique scents, while parents are interested in non-scented products
                                  • Figure 33: Examples of air care products with unique scents, US and China, 2021 and 2022
                                • Long-lasting, mood-improving and odour prevention gauge the interests of the majority
                                  • Figure 34: TURF Analysis- Interested claims of air fresheners
                              • Preferred Brand Types of Scented Air Care Products

                                • Consumers are open to various brand types
                                  • Figure 35: Preferred brand types of scented air care products, 2022
                                • High earners show preferences of fragrance, luxury and independent home air care brands
                                  • Pet owners are explorative in brand choices
                                    • For scented candles, females show higher interest in multiple brand types
                                    • Purchase Behaviours

                                      • Air care consumers show loyalty in purchase behaviours
                                        • Figure 36: Purchase behaviours, 2022
                                      • Females, consumers aged 30-49 and high earners are premium brand audiences
                                        • Home decoration is an attractive function of air care products
                                          • Figure 37: Examples of air care products with unique scents, US and China, 2021 and 2022
                                      • Future Spending Plans

                                        • Greater spending driven by females and high earners
                                          • Figure 38: Future spending plans, 2022
                                        • Non-users are the majority in the air care market but show potential for conversion
                                        • Appendix – Market Size and Forecast

                                            • Figure 39: Total value sales and forecast of air care market, China, 2017-27
                                        • Appendix – Methodology and Abbreviations

                                          • Methodology
                                            • Abbreviations

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