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UK Air Care market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Air Care market, its consumers and the major players who make up that market.

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Expert analysis from a specialist in the field

Written by Richard Hopping, a leading analyst in the Household and Brand sector, his extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Although scent is a vital part of the air care category, many people still look towards the category for pure function: removing odours. As a result, fragrance-free products may provide a future area of growth as brands try to allay concerns over ingredients, and reduce discouraging factors such as scents being too artificial or too strong. Richard Hopping
Household and Brand Analyst

Mintel has the answers you’re looking for

What are the key challenges facing the industry and how fast are its rates of growth? Who is the consumer and what do they want? Where are the opportunities, where are the risks and what lies ahead?

This report discusses the following key topics:

Products covered in this Report

For the purposes of this Report, Mintel has used the following definitions:

The Report examines the retail market for the following air care products:

  • Aerosol and pump sprays

  • Continuous electrical air fresheners, including plug-ins and battery-operated/automatic sprays, including timed release

  • Continuous non-electrical air fresheners, including blocks/ gels, non-battery-powered click sprays and scented oils/reed diffusers

  • Scented candles and oil burners

  • Kitchen appliance fresheners

  • Carpet/vacuum fresheners

  • Car fresheners

Excluded from market size data in this Report are fabric fresheners (for upholstery and clothing), incense and household fragrances primarily used for repelling insects (eg citronella), although usage of incense is examined in the consumer research. Market size data covers products sold through supermarkets, convenience stores, discounters and chemists/drugstores.

Sales of products through retailers of housewares such as department stores, home furnishing stores, card and gift shops, beauty stores, garden centres and internet specialists are excluded. For car fresheners, estimates of sales through DIY/car shops are included.

What you get

What's included

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Value growth slows
              • Figure 1: Best- and worst-case forecast of UK retail sales of air care products, 2012-22
            • Companies and brands
              • Glade and Wax Lyrical biggest movers in non-electric segment
                • Figure 2: Brand shares in value sales of continuous non-electric air fresheners, year ending June 2017
              • Air Wick looks to Pure technology to rejuvenate electric performance
                • Figure 3: Brand shares in value sales of continuous electric air fresheners, year ending June 2017
              • Febreze remains most popular manual air freshener brand
                • Figure 4: Brand shares in value sales of manual air fresheners, year ending June 2017
              • Yankee Candle set to become contender in car segment
                • Figure 5: Brand shares in value sales of car air fresheners, year ending June 2017
              • Increase in NPD as demand for candles grows
                • Figure 6: New product development in the air care products category, by sub-category, January 2014-April 2017
              • Adspend increases in line with NPD
                • Figure 7: Total above-the-line, online display and direct mail advertising expenditure on air care products, January 2014-April 2017
              • The consumer
                • Penetration stabilises year on year
                  • Figure 8: Usage of air care products in the last 12 months, April 2016 and April 2017
                • Shift towards more usage
                  • Figure 9: Changes in air care usage, April 2017
                • Price a bigger barrier for users than non-users
                  • Figure 10: Barriers to air care usage, by users and non-users of air care products, April 2017
                • Candles used to set overall atmosphere
                  • Figure 11: Scented candle usage triggers, April 2017
                • People often base scent choice on prior experience
                  • Figure 12: Factors influencing choice of scent, April 2017
                • Concern over open flames does not diminish candle popularity
                  • An opportunity for fragrance-free products
                    • Figure 13: Air care behaviours, April 2017
                  • What we think
                  • Issues and Insights

                    • The effects of air pollution on the air care market
                      • The facts
                        • The implications
                          • An opportunity for fragrance-free
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Value growth slows
                                  • Non-electric segment influenced by candle growth
                                    • Discounter influence likely to wane from 2017
                                      • Finances improving but reasons to be cautious
                                        • A rise in one-person households could dampen growth
                                        • Market Size and Forecast

                                          • Value growth slows
                                            • Figure 14: UK retail value sales and forecast of air care products, at current and constant prices, 2012-22
                                            • Figure 15: Best- and worst-case forecast of UK retail sales of air care products, 2012-22
                                          • Forecast methodology
                                          • Market Segmentation

                                            • Non-electric segment influences total category growth
                                              • Figure 16: UK retail sales of air care products, by segment, 2015-17 (est)
                                            • Value sales of manual fresheners decline in spite of Air Wick Pure
                                              • Continuous electric fresheners stutter
                                                • Car freshener segment remains stable
                                                • Channels to Market

                                                  • Discounter influence likely to wane from 2017
                                                    • Increased product lines likely to have boosted grocery multiples
                                                      • Figure 17: UK retail value sales of air care products, by outlet type, 2015-17 (est)
                                                  • Market Drivers

                                                    • Ageing population puts limits on growth
                                                      • Figure 18: Trends in the age structure of the UK population, 2012-22
                                                    • Finances improving but confidence takes a knock
                                                      • Figure 19: Trends in how respondents would describe their financial situation, February 2009-April 2017
                                                      • Figure 20: Trends in consumer sentiment for the coming year, January 2009-June 2017
                                                    • A rise in one-person households could dampen growth
                                                      • Figure 21: UK households, by size, 2012-22
                                                    • Uses of fragrance in other products
                                                      • Government drafts air pollution plan
                                                        • Indoor pollution studies continue
                                                          • Fragrance technology may limit advantage for aerosols
                                                            • Netflix and fragrance
                                                              • Figure 22: Usage of streaming and on-demand services, December 2016
                                                          • Companies and Brands – What You Need to Know

                                                            • Yankee Candle and Ambi Pur experience highest growth
                                                              • Air Wick looks to Pure to rejuvenate electric value sales
                                                                • Increase in NPD as demand for candles grows
                                                                  • 2016 attempts to encourage year-round appeal
                                                                    • Febreze odour removal creates higher trust among consumers
                                                                      • Brands struggle to stand out
                                                                      • Market Share

                                                                        • Yankee Candle and Ambi Pur experience highest growth
                                                                          • Figure 23: Brand shares of value sales of air care products, years ending June 2016 and 2017
                                                                        • Glade and Wax Lyrical biggest movers in non-electric segment
                                                                          • Figure 24: Brand shares in value sales of continuous non-electric air fresheners, years ending June 2016 and 2017
                                                                        • Air Wick looks to Pure to rejuvenate electric value sales
                                                                          • Figure 25: Brand shares in value sales of continuous electric air fresheners, years ending June, 2016 and 2017
                                                                        • Febreze remains most popular manual air freshener brand
                                                                          • Figure 26: Brand shares in value sales of manual air fresheners, years ending June 2016 and 2017
                                                                        • Yankee Candle set to become contender in car segment
                                                                          • Figure 27: Brand shares in value sales of car air fresheners, years ending June 2016 and 2017
                                                                      • Launch Activity and Innovation

                                                                        • Increase in NPD as demand for candles grows
                                                                          • Figure 28: New product development in the air care products category, by sub-category, January 2014-April 2017
                                                                        • Fragrance focus means opportunity for new products
                                                                          • Figure 29: New product development in the air care products category, by launch type, January 2014-April 2017
                                                                          • Figure 30: Examples of new product launches in the air care products category, 2016
                                                                        • Brands continue to dominate
                                                                          • Figure 31: New product development in the air care products category, own-label vs branded, January 2014-April 2017
                                                                          • Figure 32: Examples of new product launches from Tesco in the air care products category, 2016
                                                                        • Air Wick launches push RB to top company
                                                                          • Figure 33: Examples of Air Wick launches (Reckitt Benckiser), 2016
                                                                        • Wax Lyrical rises in the rankings, SC Johnson slips
                                                                          • Figure 34: New product development in the air care products category, by top ultimate companies and other, 2014-16
                                                                        • Febreze gives consumer guidance
                                                                          • Figure 35: Examples of Febreze launches (Procter & Gamble), 2017
                                                                        • Reduced focus on functionality
                                                                          • Figure 36: Leading claims in the air care products category, based on top claims for 2016, 2015 and 2016
                                                                        • Seasonal and limited edition still prominent in candles
                                                                          • Figure 37: Limited edition and seasonal claims on new launches, by sub-category, 2015 and 2016
                                                                        • Gourmet/edible fragrances take the lead from floral
                                                                          • Figure 38: Leading fragrances in the air care products category, based on top fragrance component groups for 2016, 2015 and 2016
                                                                          • Figure 39: Examples of product launches in the air care products category with gourmet/edible fragrances, 2016
                                                                        • Smart candles
                                                                          • Figure 40: LuDela smart candle, September 2016
                                                                      • Advertising and Marketing Activity

                                                                        • Adspend increases in line with NPD
                                                                          • Figure 41: Total above-the-line, online display and direct mail advertising expenditure on air care products, January 2014-April 2017
                                                                        • Autumn feast, Summer famine
                                                                          • Figure 42: Total above-the-line, online display and direct mail advertising expenditure on air care products, by month, 2014-16
                                                                        • 2016 attempts to encourage year-round appeal
                                                                          • P&G runs biggest campaigns
                                                                            • Figure 43: Total above-the-line, online display and direct mail advertising expenditure on air care products, by advertiser, January 2014-April 2017
                                                                          • RB pushes Air Wick
                                                                            • Figure 44: Air Wick Summer Delight Wax Melts, June 2016
                                                                          • SC Johnson spend on Glade declines
                                                                            • Figure 45: Glade “Feel Glade” Relaxing Zen, August 2016
                                                                          • Life Scents increases digital share of adspend
                                                                            • Figure 46: Total above-the-line, online display and direct mail advertising expenditure on air care products, by media type, January 2014-April 2017
                                                                          • Nielsen Ad Intel coverage
                                                                          • Brand Research

                                                                              • Brand map
                                                                                • Figure 47: Attitudes towards and usage of selected brands, May 2017
                                                                              • Key brand metrics
                                                                                • Figure 48: Key metrics for selected brands, May 2017
                                                                              • Febreze odour removal builds confidence in the product
                                                                                • Figure 49: Attitudes, by brand, May 2017
                                                                              • Ambi Pur, Air Wick and Glade have similar images
                                                                                • Figure 50: Brand personality – Macro image, May 2017
                                                                              • Yankee Candle promotes emotional response
                                                                                • Figure 51: Brand personality – Micro image, May 2017
                                                                              • Brand analysis
                                                                                • Yankee Candle stands out from the crowd
                                                                                  • Figure 52: User profile of Yankee Candle, May 2017
                                                                                • Febreze promotes greater proportion of trust
                                                                                  • Figure 53: User profile of Febreze, May 2017
                                                                                • Air Wick Pure helps to increase trust but differentiation remains a battle
                                                                                  • Figure 54: User profile of Air Wick, May 2017
                                                                                • Ambi Pur seen in similar terms to other brands
                                                                                  • Figure 55: User profile of Ambi Pur, May 2017
                                                                                • Glade’s lower NPD and adspend may have limited development of brand image
                                                                                  • Figure 56: User profile of Glade, May 2017
                                                                                • Oust focus on sprays means it is more likely to be seen as basic
                                                                                  • Figure 57: User profile of Oust, May 2017
                                                                              • The Consumer – What You Need to Know

                                                                                • Penetration stabilises year on year
                                                                                  • Shift towards more usage
                                                                                    • Price a bigger issue for users than non-users
                                                                                      • Candles to set overall atmosphere
                                                                                        • People often base choice on prior experience
                                                                                          • Fragrance-free may be untapped area
                                                                                          • Usage of Air Care Products

                                                                                            • Penetration stabilises year on year
                                                                                              • Figure 58: Usage of air care products in the last 12 months, April 2016 and April 2017
                                                                                            • Aerosol users more likely to stick to one product
                                                                                              • Figure 59: Repertoire of usage of air care products in the last 12 months, April 2017
                                                                                          • Changes in Air Care Usage

                                                                                            • Shift towards more usage
                                                                                              • Figure 60: Changes in air care usage, April 2017
                                                                                            • Financial situation contributes towards shifts in usage
                                                                                              • Figure 61: Changes in air care usage, by household income, April 2017
                                                                                            • Over-55 usage slowing down
                                                                                              • Figure 62: Changes in air care usage, by age, April 2017
                                                                                          • Barriers to Air Care Usage

                                                                                            • Price a bigger barrier for users than non-users
                                                                                              • Figure 63: Barriers to air care usage, by users and non-users of air care products, April 2017
                                                                                            • People on their own struggle to see the need
                                                                                              • Figure 64: Agreement with “I don’t feel they are necessary”, by household size, April 2017
                                                                                            • Non-users have negative perception of scents
                                                                                              • Competition from natural sources
                                                                                                • Figure 65: Agreement with “I prefer to open a window to freshen the air instead”, by age, April 2017
                                                                                            • Scented Candle Usage Triggers

                                                                                              • Candles used to set overall atmosphere
                                                                                                • Figure 66: Emotional triggers for using scented candles, by gender, April 2017
                                                                                              • Candles as a solution to malodours
                                                                                                • Figure 67: Situational triggers for using scented candles, by gender, April 2017
                                                                                              • Candles to accompany the TV
                                                                                                • Women more likely to respond to emotional triggers
                                                                                                • Factors Influencing Choice of Scent

                                                                                                  • People often base scent choice on prior experience
                                                                                                    • Figure 68: Factors influencing choice of scent, April 2017
                                                                                                  • Pushing interest in new scents
                                                                                                  • Air Care Behaviours

                                                                                                    • Candle usage not always diminished by safety concerns
                                                                                                      • Figure 69: Air care behaviours, April 2017
                                                                                                    • Fragrance-free may be untapped area
                                                                                                      • Figure 70: Agreement with “I only use air fresheners to remove bad odours”, by gender and age, April 2017
                                                                                                    • Concerns over air
                                                                                                      • Figure 71: Agreement with “I am concerned about the quality of outdoor air where I live” and “I am concerned about the quality of air in my home”, by region and area, April 2017
                                                                                                    • Allergies could exacerbate concerns over air pollution
                                                                                                      • Communication requires a subtle touch
                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                          • Abbreviations
                                                                                                            • Consumer research methodology
                                                                                                              • Forecast methodology