2025
8
Germany Aircare Market Report 2025
2025-11-24T10:04:36+00:00
REP61C2F5A0_16D4_492D_B6C3_699D82C1A5D0
2195
188855
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Report
en_GB
Despite 39% of aircare users purchasing products with natural ingredients, Germans barely associate popular formats such as sprays/aerosols (6%) and scented candles (11%) with containing such ingredients. Similarly, 60% of…
Germany
Aircare
simple

Germany Aircare Market Report 2025

"To keep aircare users engaged long term, brands can innovate by enhancing the wellness and personalisation aspects of their products."

Yasemin Holtemayer, Household Care Research Analyst, Germany

Yasemin Holtemayer, Household Care Research Analyst, Germany

Market Intelligence ReportsAircareGermany

German Aircare Market – Trends and Insights

  • Despite 39% of aircare users purchasing products with natural ingredients, Germans barely associate popular formats such as sprays/aerosols and scented candles with containing such ingredients.
  • 60% of aircare users wish brands would provide more information about the aromatherapy benefits of different scents; however, aromatherapy claims remain relatively low despite their appeal. Thus, increasing information about both natural ingredients used and aromatherapy benefits will appeal to a large share of Germans.
  • German aircare users are also looking for personalisation, having used different scents in different seasons and in different rooms. 41% also look for aircare products designed to be used at a certain time of the day, a gap that has yet to be filled in the market.
  • Odour-neutralising products are also sought after. However, while sprays and aerosols are most commonly associated with such properties, they’re also associated with having too strong a scent, which can deter many. To convince consumers that products are actually neutralising, rather than just masking, brands should reduce scent strength or make it an optional add-on.

This Report Looks at the Following Areas:

  • Market size for aircare and forecast for the next five years
  • Reasons and types of aircare purchased, including mass market vs premium and purchase of new brands, products or scents
  • Behaviours towards aircare products, including usage by season and room, and awareness about health- and environment-related issues
  • Positive and negative perceptions of different aircare formats
  • Launch activity and innovation opportunities
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  1. EXECUTIVE SUMMARY

    • What you need to know
    • Outlook
    • Opportunities
    • Tap into wellness and personalisation to boost aircare
    • Enhance aircare with natural ingredients for hormone health
    • Improve odour-neutralising properties to appeal to Germans

  2. MARKET

    • Market size and forecast
    • Consumers and the economic outlook
    • Market factors
    • CPI for candles rises significantly after an effort to keep it stable in 2024
    • Graph 1: candles, 2023-25
    • Holistic health and wellbeing at home
    • Gourmand scents are highly popular across categories
    • Market size and forecast
    • Aircare will continue its positive trajectory in the coming years
    • Graph 2: market value forecast for aircare, 2019-30
    • The market’s upward trajectory is set to continue
    • Many aircare segments experienced steep growth
    • Market share remains relatively stable

  3. THE CONSUMER

    • Reasons and types of aircare products shopped
    • Experimenting is OK, as long as it stays affordable
    • Aircare is indulgence
    • Usage of aircare by season, room and time of day
    • Personalisation and combatting odours drive the use of different scents in the home
    • Financially healthy workers splurge on different scents for different rooms
    • Busy workers are investing in home personalisation
    • Personalising the home hasn’t reached its peak yet
    • Gen Zs seek personalisation throughout their day
    • Gen Zs are looking to personalise their days
    • Associations with different aircare formats
    • Sprays and aerosols make functional claims while scented candles are associated with improving one’s mood
    • Graph 3: associations with types of aircare, 2025
    • Sprays and electronic devices shine with their odour-neutralising ability
    • Strong scents detract from sprays’ and aerosols’ positive attributes
    • Mood-enhancing properties have room to grow
    • Natural ingredients are not associated with popular formats despite demand
    • Behaviours towards aircare
    • Dual-parent households are the most concerned about using sprays and aerosols
    • Dual-parent households express the greatest concern about using sprays and aerosols
    • Graph 4: behaviours toward aircare, agreement with ‘concerns around health implications make me avoid using spray/aerosol aircare products too much/at all’, 2025
    • Aerosols are not fully understood
    • Aircare users look to AI for shortcuts

  4. PRODUCT, INNOVATION AND MARKETING

    • Gourmand evolves in aircare, just like in perfume
    • Product launches bring the vacation feel into Germans’ homes
    • Rituals launches car air fresheners
    • Aromatherapy is on the rise but needs to be wary of Germans’ need for information
    • A plethora of different brands tap into aromatherapy to increase appeal
    • Odour elimination is uncommon in aircare
    • Odour-neutralising claims remain surprisingly low despite demand
    • Graph 5: odour-neutralising claim in aircare NPD, 2023-25
    • Discover how global brands are addressing odour challenges

  5. APPENDIX

    • Market definition
    • The market
    • Forecast methodology
    • Forecast methodology – fan chart
    • Market size and forecast of aircare
    • Market size of aircare, by segment
    • Market forecast and prediction intervals
    • The consumer
    • Consumer research questions
    • Consumer research methodology – EMEA
    • CHAID analysis methodology
    • Repertoire analysis methodology
    • Generations
    • Abbreviations
    • A note on language – Germany

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