What we’ve seen
- Electric air purifiers are now essential in Thai homes, overtaking traditional air fresheners in popularity because of their multifunctionality.
- Traditional aircare products face declining market presence, despite strong repeat use, due to slow innovation.
- Emotional benefits like relaxation and mental clarity are driving interest, especially among younger consumers.
- Aircare is shifting towards lifestyle enhancement, with growing potential for premiumisation as consumers seek emotional and sensory value.
Mintel recommends
- Reimagine aircare with improved scent delivery and emotional appeal to stand out from electric purifiers.
- Appeal to younger consumers by highlighting emotional and lifestyle benefits.
- Go beyond basic functions with premium products that support stress relief, focus and overall emotional wellness as part of a holistic lifestyle.
Electric air purifiers have reshaped Thailand’s aircare market. To stay competitive, brands must evolve from functional claims to lifestyle-focused positioning.
Chayapat Ratchatawipasanan, Associate Director, Beauty and Personal Care
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EXECUTIVE SUMMARY
- What you need to know
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MARKET LANDSCAPE
- Traditional aircare products are still the main powerhouse of aircare worldwide
- Graph 1: aircare launches, by sub-category, 2020-25
- Electric air purifiers have reshaped Thailand’s aircare market landscape
- Aircare shows the highest potential for premiumisation among household care categories
- Graph 2: household care products consumers would be most likely to spend more on when their financial situation improves, 2025
- Younger consumer groups are the prime target for premium, lifestyle-focused aircare products
- Graph 3: electric diffuser usage, by generation, 2023-25
- Reimagine traditional aircare with lifestyle-focused approaches
- Air freshener innovations reflect the growing demand for a better user experience
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DIVERSIFY AIR PURIFICATION APPLICATIONS
- Now: Thailand’s air pollution problem persists, emphasising the need for air purification
- Now: aircare product applications go beyond basic functions
- Next: extend aircare claims beyond the respiratory system
- Graph 4: part of the body where consumers experience PM2.5 allergic reactions, 2025
- Next: multifunctional aircare solutions that go beyond air fresheners, offering safety for both the skin and eyes
- Next: expand air cleaners to include ambience improvement
- Next: enhance the home cooking experience with an air purifier for the kitchen
- Next: provide air purification for spaces shared by pets and family members
- Future: air purifiers will be integrated as a part of smart homes
- Future: leverage AI technology to integrate aircare solutions into smart home systems
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AIRCARE FOR FOCUS TIME AT HOME
- Now: a room-by-room guide to managing one’s emotional environment at home
- Now: aircare products tailored to specific rooms and odours
- Next: enhance workspaces at home to be comfort zones
- Next: promote aircare for workspaces at home to white collar men
- Next: position aircare products as essential for the modern home workspace
- Next: reposition air disinfectant products as holistic healthy air solutions
- Next: provide humidity management solutions to reduce hygiene distractions for Focus-seeking, Cohabiting Men
- Next: integrate functional beauty fragrances into aircare innovations to enhance productivity
- Future: aircare will reach hyper-personalisation through AI and smart devices, enhancing wellbeing and efficiency
- Future: integrate multiple ambience control systems in workspaces
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TAP INTO EMOTIONAL WELLNESS ACROSS AIRCARE SUB-CATEGORIES
- Now: Thai consumers face challenges in mental wellness, presenting untapped opportunities in aircare solutions
- Graph 5: consumers rating various aspects of their lifestyle and wellbeing as ‘poor’ or ‘fair’, 2024
- Now: showcase the benefits of aromatherapeutic aircare through wellness activities
- Now: tap into the wellness space among single working women
- Now: link sleep quality with elevated beauty benefits
- Next: improve living environment hygiene to reduce stress and health risks
- Next: reposition aircare from freshener and deodoriser to emotional enhancer
- Next: leverage the synergistic effects of sleep supplements and aircare products infused with relaxing aromas
- Graph 6: association between types of aroma and bedroom, Aircare Wellness Seekers vs Non–Aircare Wellness Seekers, 2025
- Next: improving sleep quality requires a multifaceted approach
- Next: transform the car ambience to promote stress relief and create a calming driving experience
- Future: aircare will elevate holistic wellness through science-backed solutions
- Future: use neuroscience to innovate aircare products that enhance sleep and alleviate stress
- Key takeaways
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APPENDIX
- Consumer research methodology
- TURF analysis
- Social data research methodology
- Abbreviations
- Generations
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