2022
9
UK Aircare Market Report 2022
2022-11-01T03:02:22+00:00
OX1102617
2195
157033
[{"name":"Aircare","url":"https:\/\/store.mintel.com\/industries\/household-home\/aircare"}]
Report
en_GB
“The air care industry is likely to suffer during the current cost of living crisis. Its discretionary nature means that consumer engagement may fade, while competition between brand and own-label…

UK Aircare Market Report 2022

£ 2,195 (Excl.Tax)

Description

The UK Air Care Market Report examines consumers purchasing behaviours in relation to air care products, launch activity and the impact of rising inflation on the air care market. This report covers the air care market size, market forecast, market segmentation and air care market trends.

Current Landscape of the Air Care Market

The cost of living crisis is encouraging consumers to scrutinise their purchases, and the air care market is one of the categories most likely to be affected within the household care category. Air care purchases, different to many other household categories, are often discretionary and dispensable for those who most feel the impacts of the current cost of living crisis. Brands in the air care market will face the challenge of demonstrating the value of air care products to retain engagement.

Air Care Market Size and Key Air Care Market Trends

Because of the economic scenario, air care products may be vulnerable to competition from other household care categories. For example, scented products that clean as well as provide odour removal benefits will be more sought after in this climate and are likely to appeal to consumers looking to save money in any way they can.

  • Air care market size: The air care market is reverting back to normality, recording a market value of £522.8 million in 2022.
  • 41% of the UK have used sprays or aerosols in the last 12 months.
  • 30% of Brits bought own-label air care products.
  • 72% of consumers say that the scent is the most important factor when purchasing air care products.

 

Future Air Care Market Trends

Brands within the air care market have the opportunity to begin the process of highlighting the importance of using synthetic ingredients as a replacement for certain natural ingredients. As consumers become more sensitive to the sustainability and exhaustion of our planet’s natural resources, finding more sustainable production methods will become essential. Nature-identical components can protect the environment while still meeting the needs of consumers who seek out the perceived benefits of natural ingredients.

To discover more about the UK Air Care Market Report 2022, read our UK Household Cleaning Equipment Market Report 2022, or take a look at our House and Home Market Research Reports.

 

Quickly Understand

  • The impact of the rising cost of living on the air care market.
  • Launch activity in the air care market in the past year and innovation opportunities for 2023 and beyond.
  • The air care products consumers use and how often they purchase them.
  • What makes people buy certain air care products over others.
  • The key motivating factors behind using air care products.
  • Consumer behaviours in the air care market.
  • What consumers think about air care products, including added value features.
  • Explores the air care market and air care market trends.

 

Covered in this Report

Brands: Surf, Yankee Candle, Glade, Air Wick, Daylesford, Eco Wax, Febreeze, Ambi Pur, Calpol, M&S, Johnsons & Johnsons, Sainsbury’s, John Lewis, Morrisons, Chickidee, Psychic Sisters, Revolution Beauty, Reckitt, Newell Brands, Walmart, Procter & Gamble.

Products: Aerosol and pump sprays, continuous electrical air fresheners, continuous non-electrical air fresheners, scented candles and oil burners, kitchen appliance fresheners, carpet/vacuum fresheners, and car fresheners.

 

Expert Analysis from a Specialist in the Household Sector

This report, written by Luke Santos, a leading analyst in the household sector, delivers in-depth commentary and analysis to highlight current trends in the UK digital subscription market and add expert context to the numbers.

The air care market is likely to suffer during the current cost of living crisis. Its discretionary nature means that consumer engagement may fade, while competition between brand and own-label products will increase. It is essential that brands emphasise the value of their products to prevent attrition, or to avoid being replaced by other products in the household category – for example scented cleaning products that can substitute the role of air care products as well as provide more functional benefits.”

Luke Santos
Household Care and Brand Analyst

 

 

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
  2. Executive Summary

    • The five-year outlook for air care products
      • Figure 1: Category outlook, 2022-27
    • The market
    • The air care market is reverting back to normality
    • Benefits beyond the norm can add value to the market
      • Figure 2: Market forecast for air care products, 2022-27
    • Companies and brands
    • Non-powered fresheners overtake candles on NPD
      • Figure 3: Share of air care product launches, by sub-category, 2018-22
    • Gourmet/edible fragrances take the lead from floral
      • Figure 4: Share of air care product launches, by fragrance component group, 2020-22
    • The consumer
    • Sprays/aerosols and scented candles still dominate air care
      • Figure 5: Types of air care products used in the last 12 months, 2021-22
    • Consumers are using more than one air care product less frequently
      • Figure 6: Repertoire of air care products used in last 12 months, 2022
    • Consumers are now buying air care products less frequently
      • Figure 7: Frequency of air care product purchase, 2022
    • Multibenefit products can limit the perception of expendability
      • Figure 8: Factors when choosing which air care products to buy, 2022
    • The economic situation means own-label air care represents a threat to brands
    • Consumer concerns around ingredients are growing
      • Figure 9: Behaviours when purchasing air care products
    • Odour removal is still a critical motivator of usage
      • Figure 10: Reasons for using air care products, 2022
    • Adapt to evolving home environments
      • Figure 11: Attitudes towards air care products, 2022
  3. Issues and Insights

    • The air care market is vulnerable to rising cost of living
    • The future of natural compositions
  4. Market Size and Performance

    • Air care market regresses after record high in 2021
      • Figure 12: Market size for air care, 2017-22 (prepared on 27 August 2022)
  5. Market Forecast

    • The five-year outlook for air care products
      • Figure 13: Category outlook, 2022-27
    • Market trends back towards normality
    • The future of air care
      • Figure 14: Market forecast for air care products, 2022-27
    • Learnings from the last income squeeze
    • Forecast methodology
  6. Market Segmentation

    • The non-electric segment drove the category forward in 2021
    • Economic situation will cause decline for non-electric segment in 2022
      • Figure 15: UK retail value sales of air care products, by segment, 2020-22 (est)
    • Manual segment will be the most stable
    • Car fresheners influenced by inclination to drive
  7. Channels to Market

    • Consumers continue to shop through grocery multiples
      • Figure 16: UK retail value sales of air care products, by outlet type, 2020-22 (est)
    • Grocery multiples attempt to prevent shifts to discounters
  8. Market Drivers

    • Inflation is the key concern for consumers and brands…
    • …and despite Government support, energy prices are still a major concern
    • Rising interest rates mean that the pressure will move up to middle- and higher-income households
    • High inflation and rising interest rates will weigh down the post-COVID recovery
    • Consumer spending power will be curbed
    • The conflict in Ukraine is hurting the UK economy in a number of ways
    • Consumers’ financial wellbeing has fallen from the highs of 2021…
      • Figure 17: Household financial wellbeing index, 2016-22
    • …and most people are feeling the effects of price rises
    • Air care will suffer from income squeeze due to its discretionary nature
    • Consumers may turn to alternative household products to fragrance the home
      • Figure 18: Surf’s Tropical Lily Concentrated Disinfectant, 2022
  9. Market Share

    • Sales decline but biggest players increase their share
      • Figure 19: Brand shares in value sales of continuous non-electrical air fresheners, year ending June 2021 and 2022
    • Febreze’s reputation for efficacy maintains value sales
      • Figure 20: Brand shares in value sales of manual air fresheners, year ending June 2021 and 2022
    • Calpol promotes potential for health-based air fresheners
      • Figure 21: Brand shares in value sales of continuous electrical air fresheners, year ending June 2021 and 2022
  10. Launch Activity and Innovation

    • Air care category dominates household care product development
      • Figure 22: Share of household care product launches, by category, 2018-22
    • Non-powered fresheners overtake candles on NPD
      • Figure 23: Share of air care product launches, by sub-category, 2018-22
    • New fragrances drive new product launches
      • Figure 24: Share of air care product launches, by launch type, 2018-22
      • Figure 25: Examples of new launches in the air care category, 2022
    • Share of branded launches remains stable
      • Figure 26: Share of air care product launches, by branded vs own-label, 2018-22
      • Figure 27: Examples of Glade launches with aromatherapy claims, 2021
    • The air care market remains fragmented
      • Figure 28: Share of air care product launches, by ultimate company, 2021
      • Figure 29: Examples of Walmart product launches in the air care category, 2021
      • Figure 30: Febreze Bathroom air fresheners, 2021
    • Environmental claims increase to keep pace with the overall category
      • Figure 31: Top claims on air care product launches, by top claims in 2020, 2021 and Jan-Jul 2022
    • Seasonal product launches take on new importance
      • Figure 32: Air Wick Advent Calendar Candle Collection, 2021
    • Gourmet/edible fragrances take the lead from floral
      • Figure 33: Share of air care product launches, by fragrance component group, 2020-22
      • Figure 34: Examples of air care product launches with vanilla as a fragrance component, 2021
  11. Advertising and Marketing Activity

    • Advertising activity is dominated by Procter & Gamble and Reckitt
      • Figure 35: Total above-the line, online display and direct mail advertising expenditure on air care products, by top advertisers, 2021
    • Reckitt’s shift towards environmental responsibility
    • Let nature lift you campaign focuses on wellbeing
    • A wellness lesson from Wax Lyrical
    • Nielsen Ad Intel coverage
  12. Brand Research

    • Brand map
      • Figure 36: Attitudes towards and usage of selected brands, 2022
    • Key brand metrics
      • Figure 37: Key metrics for selected brands, 2022
    • Brand attitudes: Consumers believe that Febreze is innovative
      • Figure 38: Attitudes, by brand, 2022
    • Brand personality: Yankee Candle is perceived as exclusive
      • Figure 39: Brand personality – Macro image, 2022
    • Febreze is seen as reliable, effective and efficient
      • Figure 40: Brand personality – Micro image, 2022
    • Brand analysis
    • Yankee Candle provides excellent customer satisfaction
    • Questions surround the value of Yankee Candle
    • Febreze gets the job done
    • Air Wick awareness does not translate into usage
    • Air Wick targets eco-conscious consumers to help with ethical perception
    • Glade could grow in popularity during cost of living crisis
  13. Usage of Air Care Products

    • Sprays/aerosols and scented candles still dominate air care
      • Figure 41: Types of air care products used in the last 12 months, 2021-22
    • Air care usage is higher amongst women and young people
      • Figure 42: Types of air care product usage by gender, 2022
    • Consumers are using more than one air care product less frequently
      • Figure 43: Repertoire of air care products used in last 12 months, 2022
    • Different purposes for different forms of air care
  14. Frequency of Buying Air Care Products

    • Consumers are now buying air care products less frequently
      • Figure 44: Frequency of air care product purchase, 2021-22
    • Household income influences purchase frequency
  15. Influential Factors on Purchase of Air Care Products

    • Fragrance trends are critical in differentiating brands
      • Figure 45: Factors when choosing which air care products to buy, 2022
    • Multi-benefit products can limit the perception of expendability
    • Consumers will increase their focus on value
    • Address the natural ingredient conundrum
  16. Air Care Buying Behaviours

    • The economic situation means own-label air care represents a threat
      • Figure 46: Behaviours when purchasing air care products, 2022
    • Consumer concerns around ingredients are growing
    • Ensure consumers can achieve their goals through refillable air care
      • Figure 47: Percentage of product launches triggering the refill/refillable claim in the UK, 2020-22
  17. Reasons for Using Air Care Products

    • Odour removal is still a critical motivator of usage
      • Figure 48: Reasons for using air care products, 2022
    • Aromatherapy benefits are responsible for a lot of air care usage
      • Figure 49: Air care launches with Aromatherapy claim, 2021-22
    • Air purity concerns are not matched by product development
  18. Attitudes towards Air Care Products

    • Product benefits beyond the norm help add value
      • Figure 50: Attitudes towards air care products, 2022
    • Adapt to evolving home environments
    • Aromatherapy can help people through difficult times
  19. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  20. Appendix: Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 51: UK central forecast value sales of air care products market (prepared 27 August 2022), 2012-27
    • Market drivers and assumptions
    • Forecast methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

Market reports provide appendices of data to support the research and insight produced. Our databooks* are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

*databooks not available with UK B2B Industry reports.

Below is a sample report, understand what you are buying.

Click to show report
2024 Sample Consumer Cover

Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted. Our reports are available to download in PDF and PPT formats.

Trusted by companies. Big and small.

Want to speak to us directly?

Contact us with your enquiry and our expert global team can help.

Get in touch