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The market
- Market size and forecast
- The aircare market keeps growing
- Market segmentation
- Continuous-release products see steady growth, with scented candles/incense rising the fastest
- Graph 1: aircare market growth rate, by segment, 2019-24 (fore)
- Graph 2: aircare market value sales, by segment, 2019-24 (fore)
- Market factors
- Riding the olfactory economy to boost the development of the aircare market
- Emotional value becomes an important driver in consumer decision-making.
- Graph 3: future financial planning, 2019-24
- Consumers pay attention to their own living space and quality of life
- Graph 4: personal space and quality of life, 2023
- Favourable policies drive the upgrade of cultural consumption, bringing new growth opportunities for aircare products
- Home scented products have made it to consumers’ shopping lists
- Graph 5: BPC products bought in the last 12 months, 2023
- The usage rate of home scented products has increased, and the category choices have become more diverse.
- Graph 6: home scented product usage over the past 12 months, 2023-24
- The outdoor sports hype continues, driving products towards scenario-based development
- Graph 7: overall participation rate in outdoor sports, 2024
- Car trade-in + new energy vehicle subsidies rev up the car market, potentially bringing up the demand for car air fresheners
- Low brand concentration in the aircare market means both innovation opportunities and business challenges
- Graph 8: value sales market share of the top 10 aircare manufacturers, 2024
- The low price segment remains the main price range for aircare products
- Graph 9: share of aircare product volume sales on Tmall, by price range, 2022-24
- Graph 10: share of aircare product volume sales on Douyin, by price range, 2022-24
- Consumption tiers by price range have been formed in the scents/scented product market
- Graph 11: The sales share of scent/aromatherapy products, differentiated by price range, Douyin platform, 2022-24
- Graph 12: share of scented/aromatherapy product volume sales on Tmall by price range, 2022-24
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The consumer
- Product usage and willingness to try new products
- Usage of scented products for the home is rising, and choices are becoming more diverse
- Graph 13: aircare product usage in the past 12 months, 2022-24
- Usage habits and purchase behaviour
- Usage habits are becoming more refined and diverse
- Graph 14: usage habits and purchasing behaviour, 2024
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Issues and insights
- Develop personalised scent solutions for home scenarios to meet consumers’ emotional and functional needs
- Optimise the sleep-enhancing scent experiences with traditional wellness incense formulas
- Leverage portability, multi-sensory experiences and traditional cultural elements to evoke emotional resonance in consumers
- Drawing on local culture and pop culture symbols, brands can imbue products with more symbolic meaning and win the favour of consumers
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Appendix – market size and forecast, research methodology and abbreviations
- Market size and forecast
- Methodology
- Abbreviations
This Market Dynamics report features market data extracted from Mintel’s China Aircare Market Report 2025. Giving you direct access to key market information and analysis from our category experts. This report is ideal for those looking for a topline summary of the China aircare market. The full report is available to purchase here.
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