US Aircare Market Report 2024

With the US air care market experiencing growth challenges over the next five years, adapting to consumer behavior and preferences will be pivotal to remaining competitive. This air care market report provides essential market performance analysis and insights to inform your business strategy.

Below, we’ve provided the topics analyzed and insights from the report.

For the purposes of this page, “aircare” and “air care” are used interchangeably, and refer to the products outlined in the Report Scope.

Topics Analyzed

• Aircare market performance (market size, share, segmentation).
• Competitive dynamics with brand analysis.
• Innovation trends now and in the future.
• Aircare format usage.
• Consumer interest in innovations and wider preferences.

US Air Care Market Overview

Aircare products are considered to be nonessential by many consumers. This puts the industry at risk of poor growth, with economizing habits increasing. Unfortunately, inflation-adjusted growth isn’t much more promising. However, brands can revive the category by repositioning their products as essential in wellness and looking to innovation for low-cost solutions to consumer needs.

Air care market share

Aggregating across all aircare segments, P&G is the dominant player, gaining sales and market share at the expense of other market leaders.

Air Care Market Trends

Parents over-index in use of most formats

In light of an overall higher air care usage among parents, wax melts and incense are particular draws for this key demographic. This is important considering this year’s move away from wax melts and incense.

Helping stressed parents unwind with bolder aromatherapy—even mood boosting—claims could be an uplifter for these formats. Brands can look to interweave scent exploration with products that have clinical research to back up further-reaching claims such as for nausea or mental clarity.

Cost is among barriers moving consumers away

Air care products can be relegated to “luxury” in times of economic challenges. Nearly half of consumers cite expensiveness as a reason for using air care less often this year, indicating cost will be an issue to face going forward.

Other reasons for reduced usage include chemical concerns and indoor air pollution. For brands, narrowing focus on why consumers are reducing their air care product usage can encourage distancing consumers to take a step back toward the category.

What’s Next For Aircare in the US?

Looking ahead, the home air freshener segment will be a key category growth driver. Integrated intelligence will make air fresheners more customizable and convenient for consumers. As these features start to become mainstream, prices will decline, putting more smart air fresheners on shelves in the future.

Buy the full report for a complete analysis of the US air care market.

You can also take a deeper dive into innovation in the aircare market.

Report Scope

For the purposes of this Report, Mintel defines the US aircare market as consisting of the following product categories:

• Candles – a body of wax formed around a wick that provides a flame and, in many cases, fragrance when lit. Includes tea lights, votives, pillars, tapers (dinner candles) and birthday candles. Candles can stand alone or be designed for use in a holder or metal container. Both scented and unscented candles are included.
• Home air fresheners – including aerosol/spray, slow-release (solid, gel, liquid, reed diffusers) and plug-in and electric/battery-operated devices.
• Vehicle air fresheners.
• Excluded from the Market Size but discussed in the Consumer section includes wax melts, which consist of a burner device that melts wax pieces as a means of releasing fragrance; potpourri and flameless candles, which use LED lights or light bulbs to create the appearance of a candle flame and incense, an aromatic material that releases fragrant smoke when burned.

Meet the Expert

Jamie is an expert in competitive intelligence, strategic thinking, product development, and consumer trends. He uses this background to identify category-level trends that allow brands to think further ahead and develop more future-proof innovation, marketing, and portfolio management strategies.

Growth is tepid, and big innovations are rare. Still there’s cause for optimism as brands embed intelligence into their products and launch innovative campaigns.

Jamie Rosenberg
Associate Director, Global Household and Personal Care