US Aircare Market Report 2022
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“Following 2020’s accelerated growth brought on by the pandemic, 2021 category sales were tempered yet still in the double-digits, reflecting both the lingering nature of the pandemic’s impact balanced with, for many, a return to some old routines and lifestyles, such as increased time outside of the home. However, the challenges that plagued the category pre-pandemic have not disappeared and may even be strengthened as consumers reevaluate the necessity of aircare as they try to economize, making this a critical time for aircare brands to connect with consumers.”
– Rebecca Watters, Associate Director of Household and Health
This Report looks at the following areas:
- The impact of COVID-19 on consumer behavior and the aircare market
- Aircare usage and engagement trends
- Aircare purchase factors
- Shifts in consumers’ approach to shopping for aircare
Collapse All
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Overview
- What you need to know
- This Report looks at the following areas
- Definition
- Market context
- COVID-19: US context
- Economic and other assumptions
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Executive Summary
- Top takeaways
- Market overview
- Post-pandemic sales to slow following sustained surge
- Figure 1: Total US sales and fan chart forecast of aircare, at current prices, 2016-26
- Impact of COVID-19 on aircare
- Figure 2: Category outlook, 2022-27
- Opportunities and challenges
- Increased usage behaviors show signs of sticking
- Figure 3: Aircare usage frequency, 2020-21
- Use cost-conscious mindset to your advantage
- Figure 4: Using aircare less often due to cost, 2020-21
- Brand is up for grabs for nearly half
- Find ways to encourage interaction and play online
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Market Size and Forecast
- Aircare maintains stronger than average growth in 2021
- Figure 5: Total US sales and fan chart forecast of aircare, at current prices, 2016-26
- Figure 6: Total US sales and forecast of market, at current prices, 2015-25
- Aircare maintains stronger than average growth in 2021
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Segment Performance
- All segments build on 2020 success
- Figure 7: Total US retail sales of aircare products, by segment, at current prices, 2016-21
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- Figure 8: Average household spending on aircare products, 2016-21
- All segments build on 2020 success
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Market Factors
- The home means more, and with that comes greater attention to details
- Remote work is here to stay
- Population becoming more diverse
- Figure 9: Harlem Candle Co, 2022
- Air pollution widely acknowledged health threat
- Economic and supply chain disruption will amplify value-driven mindset
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Market Share
- P&G strengthens lead over SCJ
- Sales of aircare by company
- Figure 10: Multi-outlet sales of aircare products, by leading companies, rolling 52 weeks 2020 and 2021
- Save-versus-splurge mentality benefits opposite ends of candle market
- Figure 11: Multi-outlet sales of candles, by leading companies and brands, rolling 52 weeks 2020 and 2021
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- Figure 12: Target private label candles, 2022
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Competitive Strategies and Market Opportunities
- Can’t beat ’em, join ’em: external competition keeps coming
- Figure 13: Ouai Instagram post, 2021
- Nuance of nostalgia
- Air-cleaning claims will offset health concerns
- A focus on experiences, design elevates home air fresheners
- Figure 14: Multi-outlet sales of Febreze and Airwick home air fresheners, rolling 52 weeks 2020 and 2021
- Figure 15: Premium scented launches from mass brands, 2022
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- Figure 16: Diptyque electric wall diffuser, 2022
- Figure 17: Mass brand air freshener launches with technology innovations, 2022
- Use social to connect, explore and shop
- Explore digital scent delivery
- Figure 18: Scentee Machina, 2022
- Can’t beat ’em, join ’em: external competition keeps coming
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Competitive Threats
- A new focus on air health will heat up air treatment space
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The Aircare Consumer: Fast Facts
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Aircare Usage
- Fluctuations echo volatility in category; innovation lifts some established formats
- Figure 19: Repertoire of aircare usage, trended, 2019-21
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- Figure 20: Aircare usage, 2016-21
- Women use a variety of products, yet young men present opportunity
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- Figure 21: Usage of select aircare products, by gender and age, 2021
- Multicultural groups engaged in category, need to be reached
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- Figure 22: Repertoire of aircare products, by race and Hispanic origin, 2021
- Fluctuations echo volatility in category; innovation lifts some established formats
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Aircare Usage Frequency and Motivators
- Usage behaviors maintain positive trajectory for aircare
- Figure 23: Aircare usage frequency, 2020-21
- A (slight) reversal of trends
- Figure 24: Motivators for using aircare more often, 2020-21
- Adults limiting discretionary aircare spend
- Figure 25: Motivators for using aircare less often, 2020-21
- Usage behaviors maintain positive trajectory for aircare
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Aircare Purchase Locations
- Convenience, value drive aircare shopping destinations
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- Figure 26: Purchase location, any purchase (net), 2021
- COVID-19 shifts shopping destinations
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- Figure 27: Aircare purchase locations, 2021
- Age, income dictate channel
- Figure 28: Select purchase location, any purchase (net), by age and income, 2021
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Aircare Purchase Drivers
- Price, scent-longevity trump claims in product choice
- Figure 29: Aircare purchase drivers, 2021
- Young adults look for deeper meaning beyond product claims
- Figure 30: Select aircare purchase drivers, by age, 2021
- Value, familiarity give aircare brands a head start with multicultural adults
- Figure 31: Select aircare purchase drivers, by race and Hispanic origin, 2021
- Price, scent-longevity trump claims in product choice
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Attitudes toward Shopping
- Retailers need to pivot to fuel product discovery
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- Figure 32: Attitudes toward shopping, 2021
- Older shoppers stick with routine, younger adults ready to break from norm
- Figure 33: Select attitudes toward shopping, by age, 2021
- Urban dwellers need new avenues for scent discovery
- Figure 34: Select attitudes toward shopping, by living location, 2021
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Attitudes toward Aircare
- Bring scent descriptions to life
- Figure 35: Attitudes toward aircare, 2021
- Aircare can be a form of self-expression for young and multicultural adults
- Figure 36: Select attitudes toward aircare, by age, race and Hispanic origin, 2021
- Future of work will create pockets of growth, drive targeted messaging
- Figure 37: Select attitudes toward aircare, by work from home status, 2021
- Bring scent descriptions to life
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Appendix – Data Sources and Abbreviations
- Data sources
- Sales data
- Forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
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Appendix – The Market
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- Figure 38: Total US retail sales and forecast of aircare products, at inflation-adjusted prices, 2016-26
- Figure 39: Total US retail sales and forecast of aircare products, by segment, at current prices, 2016-21
- Figure 40: Total US retail sales of aircare products, by segment, at current prices, 2019 and 2021
- Figure 41: Total US retail sales and forecast of candles, at current prices, 2016-21
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- Figure 42: Total US retail sales and forecast of candles, at inflation-adjusted prices, 2016-21
- Figure 43: Total US retail sales and forecast of home air fresheners, at current prices, 2016-21
- Figure 44: Total US retail sales and forecast of home air fresheners, at inflation-adjusted prices, 2016-21
- Figure 45: Total US retail sales and forecast of vehicle air fresheners, at current prices, 2016-21
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- Figure 46: Total US retail sales and forecast of vehicle air fresheners, at inflation-adjusted prices, 2016-21
- Figure 47: Total US retail sales of aircare products, by channel, at current prices, 2016-21
- Figure 48: Total US retail sales of aircare products, by channel, at current prices, 2019 and 2021
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Appendix – Companies and Brands
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- Figure 49: Multi-outlet sales of home air fresheners, by leading companies and brands, rolling 52 weeks 2020 and 2021
- Figure 50: Multi-outlet sales of vehicle air fresheners, by leading companies and brands, rolling 52 weeks 2020 and 2021
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Appendix – The Consumer
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- Figure 51: Candle purchase location, 2019-21
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