Description

“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

Table of Contents

  1. Overview

    • What you need to know
      • This Report looks at the following areas
        • Definition
          • Market context
            • COVID-19: US context
              • Economic and other assumptions
              • 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
                          • 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
                          • Segment Performance

                            • All segments build on 2020 success
                              • Figure 7: Total US retail sales of aircare products, by segment, at current prices, 2016-21
                              • Figure 8: Average household spending on aircare products, 2016-21
                          • 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
                                  • 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
                                        • Figure 12: Target private label candles, 2022
                                    • 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
                                            • 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
                                          • Competitive Threats

                                            • A new focus on air health will heat up air treatment space
                                            • The Aircare Consumer: Fast Facts

                                              • Aircare Usage

                                                • Fluctuations echo volatility in category; innovation lifts some established formats
                                                  • Figure 19: Repertoire of aircare usage, trended, 2019-21
                                                  • Figure 20: Aircare usage, 2016-21
                                                • Women use a variety of products, yet young men present opportunity
                                                    • Figure 21: Usage of select aircare products, by gender and age, 2021
                                                  • Multicultural groups engaged in category, need to be reached
                                                      • Figure 22: Repertoire of aircare products, by race and Hispanic origin, 2021
                                                  • 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
                                                  • Aircare Purchase Locations

                                                    • Convenience, value drive aircare shopping destinations
                                                        • Figure 26: Purchase location, any purchase (net), 2021
                                                      • COVID-19 shifts shopping destinations
                                                          • Figure 27: Aircare purchase locations, 2021
                                                        • Age, income dictate channel
                                                          • Figure 28: Select purchase location, any purchase (net), by age and income, 2021
                                                      • 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
                                                      • Attitudes toward Shopping

                                                        • Retailers need to pivot to fuel product discovery
                                                            • 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
                                                        • 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
                                                        • Appendix – Data Sources and Abbreviations

                                                          • Data sources
                                                            • Sales data
                                                              • Forecast
                                                                • Consumer survey data
                                                                  • Abbreviations and terms
                                                                    • Abbreviations
                                                                      • Terms
                                                                      • Appendix – The Market

                                                                          • 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
                                                                          • 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
                                                                          • 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
                                                                      • Appendix – Companies and Brands

                                                                          • 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
                                                                      • Appendix – The Consumer

                                                                          • Figure 51: Candle purchase location, 2019-21

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