“As consumers cut back on spending, discretionary categories like air care will be tasked with reminding shoppers what value they bring to the table. Highlighting the added advantages associated with air care beyond straightforward odour control, like ambiance and wellness benefits, will help defend against budget cutbacks. Premium scents and designs help drive perceptions of value.”
– Meghan Ross, Senior Analyst – Home & BPC
This Report looks at the following areas
- Market factors influencing the air care market
- Air care market participation
- Change in air care usage frequency over the past year
- Motivating factors impacting a change in air care usage frequency
- Purchase factors influencing air care buying decisions
- Air care shopping behaviours
- Air care attitudes.
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
- What you need to know
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Executive Summary
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- Top Takeaways
- Consumer trends
- Category usage is widespread, but format repertoires are limited
- Figure 1: Air care products used in the past 12 months, 2022
- Air care purchases are driven strongly by scent and cost
- Figure 2: Air care purchase factors, 2022
- Competitive strategies
- Make mental wellness connections
- Scented in style
- Figure 3: ‘Premium brands have better packaging than mass brands’ (% agree), by age, 2022
- Market predictions
- Figure 4: Air care category outlook, 2023-28
- Opportunities
- Prioritizing health and safety messaging will reassure hesitant shoppers
- Capitalize on the increased time spent at home
- Paint a detailed picture to aid with scent discovery
- Consumers are willing to pay a premium
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Market Drivers
- Budget pressures will impact air care purchase decisions
- Figure 5: 12-month change in the Consumer Price Index, January 2022-January 2023
- Figure 6: Those who have reduced their air care usage over the past 12 months because of cost, 2022 vs 2019
- Impact of COVID-19 on air care
- Figure 7: Those who have increased their use of air care since last year, by work location, 2022
- Planned immigration patterns should support air care growth
- Figure 8: Distribution of foreign-born population, by region of birth, 1996-2036*
- Canada’s aging population is less engaged in the air care category
- Figure 9: Population aged 0-14 and 65+, 1988-2068*
- Budget pressures will impact air care purchase decisions
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Competitive Strategies and Market Opportunities
- Air care products support holistic wellness goals
- Figure 10: Mintel Trend Driver: Wellbeing
- Figure 11: Saje Wellness Instagram post, February 2023
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- Figure 12: Nest Wellness Lime Zest & Matcha Scented Candle (US), February 2023
- Figure 13: Glade Aromatherapy Choose Calm Lavender + Sandalwood Cool Mist Diffuser with Light (US), February 2023
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- Figure 14: Vitruvi Instagram post, January 2023
- Figure 15: Foton Candle Instagram post, December 2022
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- Figure 16: BIO Absorbant Lavender Natural Air Purifier (Canada), January 2023
- Figure 17: Scentsy air purifier, July 2021
- Consumers will be looking for added value
- Figure 18: Mintel Trend Driver: Value
- Figure 19: Better Homes & Gardens Amber & Tonka Duo Candle (US), February 2023
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- Figure 20: Emma J Shipley Instagram post, February 2023
- Figure 21: Glade Instagram post, June 2021
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- Figure 22: Floral Street Mini Scented Candle Discovery Set (US), November 2022
- Express yourself
- Figure 23: Birthdate Co Instagram post, December 2022
- Figure 24: Martha Freud Instagram post, October 2022
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- Figure 25: The Candier Instagram post, November 2022
- It’s what’s on the outside that counts
- Figure 26: “Premium brands have better packaging than mass brands” (% agree), by age, 2022
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- Figure 27: Foton Candle Instagram post, December 2022
- Figure 28: Harlem Candle Company Instagram post, February 2023
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- Figure 29: SajeWellness Instagram post, February 2023
- It’s my specialty
- Figure 30: Renuzit Clean Citrus Pet Gel Air Freshener (US), March 2022
- Figure 31: E-Z Pur Spring Bloom Smoke and Cannabis Odour Remover (Canada), Dec 2022
- Air care products support holistic wellness goals
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The Air Care Consumer – Fast Facts
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Air Care Product Usage
- The majority of Canadians use air care products
- Figure 32: Air care products used in the past 12 months, 2022 vs 2019
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- Figure 33: Repertoire of air care products used in the past 12 months, 2022
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- Figure 34: Air care products used in the past 12 months, men vs women, 2022
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- Figure 35: Air care products used in the past 12 months, 18-44s vs over-45s, 2022
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- Figure 36: Air care products used in the past 12 months, by household size, 2022
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- Figure 37: Air care products used in the past 12 months, Chinese and South Asian consumers vs overall, 2022
- The majority of Canadians use air care products
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Changes in Air Care Usage
- Air care usage has remained consistent
- Figure 38: Change in air care usage vs last year, 2022 vs 2019
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- Figure 39: Change in air care usage vs last year, men vs women, 2022
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- Figure 40: Change in air care usage vs last year, by age, 2022
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- Figure 41: Change in air care usage vs last year, Chinese consumers and South Asians vs overall, 2022
- Air care usage has remained consistent
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Motivations for Increasing Air Care Usage
- The desire to create a pleasant atmosphere drives usage increases
- Figure 42: Reasons for increasing the use of air care, 2022 vs 2019
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- Figure 43: Reasons for increasing the use of air care, men vs women, 2022
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- Figure 44: Reasons for increasing the use of air care, 18-44s vs over-45s, 2022
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- Figure 45: Reasons for increasing the use of air care, those who use 4+ types of air care products vs overall, 2022
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- Figure 46: Those who are using more air care products because they are home more often, by work location, 2022
- The desire to create a pleasant atmosphere drives usage increases
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Motivations for Decreased Air Care Usage
- Cost is a significant barrier
- Figure 47: Reasons for using less air care since last year, 2022 vs 2019
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- Figure 48: Reasons for using less air care since last year, men vs women, 2022
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- Figure 49: Reasons for using less air care since last year, 18-44s vs over-45s, 2022
- Cost is a significant barrier
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Air Care Purchase Drivers
- Scent and price drive purchase decisions
- Figure 50: Air care purchase factors, 2022
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- Figure 51: Air care purchase factors, men vs women, 2022
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- Figure 52: Chemical Guys Instagram post, February 2023
- Figure 53: Air care purchase factors, 18-44s vs over-45s, 2022
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- Figure 54: Air care purchase factors, men vs women, South Asians vs overall, 2022
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- Figure 55: Those who cite price as an important purchase factor when purchasing air care products, by perceived financial health, 2022
- Scent and price drive purchase decisions
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Shopping for Air Care
- Shoppers struggling with online purchases
- Figure 56: Air care shopping attitudes and behaviours, 2022
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- Figure 57: Puig Official Instagram post, December 2022
- Figure 58: Air care shopping attitudes and behaviours, 18-44s vs over-45s, 2022
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- Figure 59: Air care shopping attitudes and behaviours, South Asians vs overall, 2022
- Shoppers struggling with online purchases
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Air Care Attitudes
- Value attitudes
- Figure 60: Air care value attitudes (% agree), 2022
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- Figure 61: Air care value attitudes (% agree), 18-44s vs over-45s, 2022
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- Figure 62: Air care value attitudes (% agree), South Asians vs overall, 2022
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- Figure 63: ‘Premium brands are worth paying more for’ (% agree), by perceived financial health, 2022
- Scent attitudes
- Figure 64: Air care scent attitudes (% agree), 2022
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- Figure 65: Air care scent attitudes (% agree), men vs women, 2022
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- Figure 66: Air care scent attitudes (% agree), 18-44s vs over-45s, 2022
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- Figure 67: Air care scent attitudes (% agree), South Asians vs overall, 2022
- Value attitudes
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Appendix – Data Sources and Abbreviations
- Data sources
- Consumer survey data
- Consumer qualitative research
- Mintel Trend Drivers
- Abbreviations
- Data sources
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