Description
Inflation has hurt household penetration, but the emergence of new technologies and innovative marketing suggests that aircare products could become more essential.
Jamie Rosenberg, Associate Director, Global Household and Personal Care
Table of Contents
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What you need to know
- Where we are now
- Mintel recommends: in the next two years
- Mintel recommends: in five years and beyond
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In the next two years
- Create value with the associative aspects of scent
- Focus on the bigger value picture
- Graph 1: consumers who buy the least expensive aircare products, by income level, 2024
- Leverage the strengths of scented candles to increase usage occasions
- Graph 2: selected attributes associated with aircare, by format, 2024
- Look to Netflix's successful candle partnerships for inspiration
- Candles are dragging down the category
- Graph 3: total retail sales and forecast of aircare products, by segment, at current prices, 2019-29
- Diptyque deepens the association with place, memory and emotion
- Use the smell and taste overlap as an additional associative lever
- Candles that link to food and drink
- Air Wick partners with 1-800-Flowers.com to make its floral air fresheners more evocative
- Create value by expanding the focus on wellness
- Consumers will open their wallets for wellness
- Graph 4: desired wellness benefits in aircare products, 2023
- As aromatherapy gains further evidence, the link to wellness will grow
- Graph 5: consumers who believe that aromatherapy has a positive health impact, 2023
- Aromatherapy claims are beginning to mainstream
- Graph 6: launches of aircare products with aromatherapy claims, 2015-24
- Examples of bolder aromatherapy claims
- Look for new ways to achieve healthy indoor air
- Air quality claims are evolving from doing no harm to measurably improving the air
- Prepare for category blurring with air purifiers
- Air purifiers with scent dissemination
- Create value with functional innovation
- Long-lasting products are another way of highlighting value
- Graph 7: consumers who prioritize long-lasting aircare products, all adults vs parents by age of their children, 2024
- Use long-burning wax to merge economy and sustainability messages
- Air fresheners focus on long-lasting fragrance
- Innovation in long-lasting air fresheners
- Use scent intensity as part of a value-oriented regional segmentation strategy
- Adjustable fragrance strength for the home and car
- In emerging economies, smaller packs will be seen as offering value
- Graph 8: consumers who are interested in smaller pack sizes, by city tier, 2024
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In five years and beyond
- Adopt new technologies to enhance personalization
- Give consumers more control
- Brands that have successfully created scent mashups
- Use embedded intelligence for healthier homes
- Use evolving tech to enhance wellness
- HVAC brands represent the "hidden competition"
- Use AI to reach new consumers
- Think about how shifting demographic trends will change aircare needs
- AI will also revolutionize aircare manufacturing
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Key takaways
- Key takeaways
About the report
This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.
The consumer
What They Want. Why They Want It.
The Competitors
Who’s Winning. How To Stay Ahead.
The Market
Size, Segments, Shares And Forecasts: How It All Adds Up.
The Innovations
New Ideas. New Products. New Potential.
The Opportunities
Where The White Space Is. How To Make It Yours.
The Trends
What’s Shaping Demand – Today And Tomorrow.
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