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US 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 Jana Vyleta, a leading analyst in the Health & Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

Sales in the air care industry remain nearly flat from 2016-17, contracting 0.3% to reach just more than $6 billion. While the need to eliminate temporary smells and create a pleasant ambiance drive demand, competition from other industries, disengagement with the category, and a lack of major innovation are hindering incremental sales growth. The industry enjoys wide penetration, with most using air care more than once a month. However, non-users avoid these products due to preferences for an unscented space. Jana Vyleta
Health & Personal Care 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:

Definition

Mintel defines the US air care market as consisting of the following product categories:

  • Candles – a body of wax formed around a wick which 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/batteryoperated devices.
  • Vehicle air fresheners
  • Wax melts, which consist of a burner device that melts wax pieces as a means of releasing fragrance are excluded from the Market Size, but they are discussed in the Consumer sections of this report. Potpourri and flameless candles, which use LED lights or light bulbs to create the appearance of a candle flame, are not included in the Market Size and are discussed minimally in the Market sections of the Report.

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The market
          • Market contracts slightly from 2016-17; slow future projected growth
            • Figure 1: Total US sales and fan chart forecast of air care products, at current prices, 2012-22
          • The issues
            • Unscented preferences, absence of odors prohibit use for some
              • Figure 2: Select usage barriers, November 2017
            • Importance of discounts signals disengagement in the category
              • Figure 2: Select purchase Influencers, by product type, November 2017
            • The opportunities
              • Emphasize fun and celebration to widen penetration and increase demand
                • Yankee Candle is one example of a brand whose products embrace fun and celebration, as unique scents such as Peeps allow adults to act like kids again, and a wide variety of scents encourage experimentation (see What’s Working?).
                  • Figure 3: Select usage drivers, November 2017
                • Strengthen product association with specific odors to compel users
                  • Figure 4: Select smell sources, by select product usage, November 2017
                • Target certain demographics to reach a captive audience
                  • Figure 5: Select product usage, by those aged 18-34, parental status, and Hispanic origin, November 2017
                • What it means
                • The Market – What You Need to Know

                  • Market contracts slightly from 2016-17, slow future projected growth
                    • Candle sales decline while home, vehicle air fresheners grow
                      • Smoking trends, scent delivery from other industries impact market
                        • Consumer confidence levels, demographic growth help industry
                        • Market Size and Forecast

                          • Market contracts slightly from 2016-17, future is slow
                            • Figure 6: Total US sales and fan chart forecast of air care products, at current prices, 2012-22
                            • Figure 7: Total US sales and forecast of air care products, at current prices, 2012-22
                        • Market Breakdown

                          • Safety issues, declines within Glade challenge candle sales
                            • Figure 8: Total US retail sales of air care products, by segment, at current prices, 2012-17
                          • Brand growth, innovations help home air freshener sales
                            • Momentum slows for vehicle air freshener sales
                              • Figure 9: Total US retail sales of air care products, by segment, at current prices, 2012-17 (est)
                          • Market Perspective

                            • Smoking declines are good news for public health, affect demand
                              • Figure 10: Smokers in the US, by high school students and adults, 1965-2014
                            • Scented surface cleaners, trash bags hinder air care market
                              • Air pollution issues bring opportunity to widen health benefits
                              • Market Factors

                                • Consumer confidence bodes well for spending in air care
                                    • Figure 11: Consumer Sentiment Index, January 2007-December 2017
                                  • Hispanic, Black population growth is positive for air care market
                                    • Figure 12: Population by race and Hispanic origin, 2017-22
                                • Key Players – What You Need to Know

                                  • Market share leader experiences flat sales and share growth
                                    • Products, brands addressing usage drivers experience growth
                                      • Broad-line candles, private label air fresheners beat out by more expensive options
                                        • Hygge, essential oils begin to shape the industry
                                        • Company and Brand Sales of Air Care

                                          • Most MULO manufacturers struggle to achieve growth
                                            • Leader S.C. Johnson sees flat sales and share growth
                                              • P&G capitalizes on market trends to achieve growth
                                                • Figure 13: Multi-outlet sales of air care, by leading companies, rolling 52 weeks 2016 and 2017
                                            • What’s Working?

                                                • Products addressing (and communicating) consumer needs grow
                                                  • Air care items that create a pleasant ambiance see growth
                                                    • Brands encourage experimenting with scents and having fun
                                                      • Subtler scents gain traction as some prefer an unscented space
                                                        • Figure 14: Febreze ONE fabric and air mist commercial, October 30, 2017
                                                      • Male-positioned air care products establish a presence
                                                      • What’s Struggling?

                                                        • Specialty brands challenge broad-line candles such as Glade
                                                          • Private label air fresheners struggle to keep pace
                                                          • What’s Next?

                                                            • New wave of demand for air care possible as hygge takes hold
                                                              • Mass brands make the leap into essential oils, diffusers
                                                              • The Consumer – What You Need to Know

                                                                • Use of air care is widespread
                                                                  • Usage drivers are both functional and experiential
                                                                    • Users rely on different products to treat various odors
                                                                      • Users appreciate promotions, experimenting in the category
                                                                        • Category users prioritize scent, discounts regardless of format
                                                                          • Preferring an unscented space is top usage barrier
                                                                          • Product Usage and Frequency

                                                                            • Products addressing usage drivers have highest penetration
                                                                              • Figure 15: Product usage, November 2017
                                                                            • Category enjoys frequent use
                                                                              • Figure 16: Usage frequency of air fresheners, wax melts, and scented candles, November 2017
                                                                            • Women are heavier category users than men
                                                                              • Figure 17: Select product usage, by gender, November 2017
                                                                            • 18-34s, parents use wider variety of air care products
                                                                              • Figure 18: Select product usage, by age, November 2017
                                                                              • Figure 19: Select product usage, by parental status, November 2017
                                                                            • Hispanics, Black consumers are above-average category users
                                                                              • Figure 20: Select product usage, by Hispanic origin and race, November 2017
                                                                          • Usage Drivers

                                                                            • Primary usage drivers are two-pronged
                                                                              • Secondary usage drivers address persistent smells, cleanliness
                                                                                • Supplemental usage drivers focus on fun and celebration
                                                                                    • Figure 21: Usage drivers, November 2017
                                                                                  • Heavier users report more reasons for using air care
                                                                                    • Figure 22: Usage drivers, by usage group, November 2017
                                                                                  • Women cite experiential drivers, men take functional approach
                                                                                    • Figure 2: Usage drivers, by age and gender, November 2017
                                                                                  • A clean home is a heightened priority for Hispanics, Black consumers
                                                                                    • Figure 23: Usage drivers, by race and Hispanic origin, November 2017
                                                                                • Smell Sources

                                                                                  • Air care used more for temporary odors
                                                                                    • Figure 24: Smell sources, November 2017
                                                                                  • Consumers rely on certain products to eliminate specific smells
                                                                                    • Figure 25: Select smell sources, by select product usage, November 2017
                                                                                  • Air care use for specific odors varies by age group, life stage
                                                                                      • Figure 26: Select smell sources, by age, November 2017
                                                                                    • Pet ownership, smoking explain differences by race and Hispanic origin
                                                                                      • Figure 27: Select smell sources, by race and Hispanic origin, November 2017
                                                                                  • Purchase Behavior

                                                                                    • Category is promotional, experimental to users
                                                                                        • Figure 28: Purchase behavior, November 2017
                                                                                      • Reasons for purchase inform behaviors
                                                                                        • Figure 29: Purchase behavior, by select usage drivers, November 2017
                                                                                      • Age influences purchase behavior
                                                                                        • Figure 30: Select purchase behaviors, by age, November 2017
                                                                                      • Parents are promotionally driven, experiential
                                                                                        • Figure 31: Select purchase behaviors, by parental status, November 2017
                                                                                    • Purchase Influencers

                                                                                      • Purchase influencers similar across products
                                                                                        • Scent dictates air care purchases, followed by discounts
                                                                                          • Secondary criteria can further differentiate products
                                                                                              • Figure 32: Purchase influencers, by product, November 2017
                                                                                            • 18-34s are prime audience for new air care launches
                                                                                              • Figure 33: Select purchase influencers, by age and parental status, November 2017
                                                                                          • Usage Barriers

                                                                                            • Unscented preferences are primary barrier to use
                                                                                              • Some don’t have odors to eliminate
                                                                                                • Figure 34: Usage barriers, November 2017
                                                                                              • Female non-users report more strongly felt barriers
                                                                                                • Figure 35: Select usage barriers, by gender, November 2017
                                                                                            • Appendix – Data Sources and Abbreviations

                                                                                              • Data sources
                                                                                                • Sales data
                                                                                                  • Fan chart forecast
                                                                                                    • Consumer survey data
                                                                                                      • Consumer qualitative research
                                                                                                        • Abbreviations and terms
                                                                                                          • Abbreviations
                                                                                                            • Terms
                                                                                                            • Appendix – The Market

                                                                                                                • Figure 36: Total US sales and forecast of air care products, at inflation-adjusted prices, 2012-22
                                                                                                                • Figure 37: Total US sales and forecast of air care products, by segment, at current prices, 2012-22
                                                                                                                • Figure 38: Total US retail sales and forecast of candles, at current prices, 2012-22
                                                                                                                • Figure 39: Total US retail sales and forecast of home air fresheners, at current prices, 2012-22
                                                                                                                • Figure 40: Total US retail sales of air care products, by channel, at current prices, 2012-2017
                                                                                                                • Figure 41: Total US retail sales of air care products, by channel, at current prices, 2015 and 2017
                                                                                                            • Appendix – Key Players

                                                                                                                • Figure 42: Multi-outlet sales of candles, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                                                • Figure 43: Multi-outlet sales of home air fresheners, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                                                • Figure 44: Multi-outlet sales of vehicle air fresheners, by leading companies and brands, rolling 52 weeks 2016 and 2017
                                                                                                            • Appendix – The Consumer

                                                                                                              • TURF analyses
                                                                                                                • Methodology
                                                                                                                    • Figure 45: TURF Analysis – Purchase influencers for wax melts, November 2018
                                                                                                                    • Figure 46: Table – TURF Analysis – Purchase influencers for wax melts, November 2018
                                                                                                                    • Figure 47: TURF Analysis – Purchase influencers for air fresheners, November 2018
                                                                                                                    • Figure 48: Table – TURF Analysis – Purchase influencers for air fresheners, November 2018
                                                                                                                    • Figure 49: TURF Analysis – Purchase influencers for scented candles, November 2018
                                                                                                                    • Figure 50: Table – TURF Analysis – Purchase influencers for scented candles, November 2018
                                                                                                                    • Figure 51: Target air care seasonal end-cap display, December 2017