The US Aircare Market Report 2023 provides you with insight into US air care market growth, identifies US air care industry trends, and how inflation impacts air care in the US. This report covers the US air care market size, the US air care market forecast, market segmentation and US air care industry trends.

Aircare in the US: Current Market Landscape

Mintel’s air care in the US report shows that consumers are cutting back on discretionary spending because of the rising cost of living. As a result, the US air care market growth has struggled, and sales have plummeted.

Air care in the US market research shows that the industry’s higher prices, which are contributing to the global inflation, are also contributing to the reduced sales volume as many people cut down on non-essential items. This lengthens purchase cycles, and causes consumers to turn to cheaper alternatives in the US air care market.

US Aircare Market Share and Key Industry Trends

The US air care market forecast predicts that the economy is to experience a short recession, resulting in a slow return to category spending as consumers continue to reduce spending via less frequent usage.

Once the economy recovers there are plenty of opportunities for US air care market growth, as many consumers merely cut back on spending on US air care but have not stopped their purchases altogether. According to our air care in the US report, this echoes the elevated position many air care formats have come to hold in consumers’ homes and lives as the paradigm continues to shift from function to wellbeing and indulgence.

  • US air care market growth: Total sales in the US air care market have dropped by 4% between 2021 and 2022.
  • US air care market share: The market share has slightly improved over the last year from 18% to 22%.
  • US air care industry trends: 28% of females aged 18 to 34 seek scents that reflect their personality.
  • Air care in the US market research: Candles make up 60% of the entire US air care market.

Future Trends in the US Aircare Market

Mintel’s US air care market forecast shows that sales levels will normalize as the economy rebounds and consumers return to their typical spending patterns.

According to our air care in the US market research, consumers associate quality with value. Long-lasting claims are important for air care users, sustaining the popularity of long-standing formats with strong ties to this attribute. Promoting this will help bring a sense of value to consumers who will feel the need to use products less. This rings especially true for premium brands.

Read on to discover more details or take a look at all of our US Air Care Market Research.

Quickly Understand

  • Air care product usage trends.
  • Air care product usage frequency shifts and motivators.
  • Approach to shopping the category.
  • Attitudes toward scent and premium air care products.
  • Perceptions of specific air care formats: scented candles, wax melts, air fresheners, and incense.

Covered in this Report

Products: Candles (scented and unscented, tea lights, votives, pillars, tapers, dinner candles, birthday candles), home air fresheners (aerosol/spray, slow-release, solid, gel, liquid, reed diffusers, plug-in, electric/battery-operated devices), vehicle air fresheners.

Brands: Procter & Gamble Company (Febreze), Reckitt Benckiser Group plc (Air Wick), S. C. Johnson & Son Inc, Newell Brands Inc, Julius Sämann Ltd, Walmart, Amazon, and many more.

Expert Analysis from a Specialist in US Aircare

This report, written by Rebecca Watters, a leading analyst in the US air care, delivers in-depth commentary and analysis to highlight current trends in the US air care market 2023, and adds expert context to the numbers.

Although US air care continues to enjoy relatively high incidence of use, as consumers continue to cut back on spending, discretionary products like air care will be challenged to prove value. Product efficacy, added benefits, and expanded offerings to align with evolving lifestyle needs will be crucial to reinvigorate US air care sales.

Rebecca Watters, Household Care Analyst
Rebecca Watters
Household Care Analyst

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
  2. Executive Summary

    • Top takeaways
    • Market overview
      • Figure 1: Total US sales and fan chart forecast of aircare market, at current prices, 2017-27
      • Figure 2: Aircare category outlook, 2022-27
    • Opportunities and challenges
    • Less is more when economizing
      • Figure 3: Repertoire of aircare products, by household income and age, 2022
    • Speak to younger generations’ desire for self-expression
      • Figure 4: Attitudes toward scent – Personalized scent, by age and gender, 2022
    • Social media and online shopping alter scent discovery
    • Layer benefits, starting with superior performance, to add premium value
      • Figure 5: Attitudes toward premium, 2022
    • Key consumer insights
  3. Market Size and Forecast

    • Consumers buying less in more discretionary categories
      • Figure 6: Total US sales and fan chart forecast of aircare market, at current prices, 2017-27
      • Figure 7: Total US retail sales and forecast of aircare products, at current prices, 2017-27
  4. Segment Performance

    • All segments falter
      • Figure 8: Total US retail sales and forecast of aircare products, by segment, at current prices, 2017-22
      • Figure 9: Average annual household spending on aircare products, 2017-22
  5. Market Factors

    • As cost of living climbs, adoption of innovation will slow
    • Climate change threatens the future of scent
  6. Key Players

    • Leading players see sales slide
    • Sales of aircare by company
      • Figure 10: Multi-outlet sales of aircare products, by leading companies, rolling 52 weeks 2021 and 2022
  7. Competitive Strategies and Market Opportunities

    • Air fresheners (also) enter the beauty aisle
      • Figure 11: US aircare launches featuring premium claims, 2017-22
      • Figure 12: vitruvi home air freshener, 2022
      • Figure 13: DedCool Taunt air freshener
    • External competition continues to trickle in
      • Figure 14: Brooklinen Up & Up set
    • Slow scent: Pioneer upcycled ingredients as the next step in sustainability
      • Figure 15: US launches of aircare products, by leading ethical and environmental claims, 2018-22
      • Figure 16: Shiseido baum brand film
    • Break binary boundaries
      • Figure 17: Etat Libre d’Orange You Or Someone Like You candle
  8. The Air Care Consumer: Fast Facts

  9. Aircare Usage

    • Cutting down, but not cutting out: consumers shift usage behaviors
      • Figure 18: Repertoire of aircare products – Trended, 2019-22
      • Figure 19: Aircare usage – Trended, 2016-22
    • Younger women loyal to the category
      • Figure 20: Repertoire of aircare products, by gender and age, 2022
    • Celebrate diversity in home fragrance
      • Figure 21: Repertoire of aircare products, by race and Hispanic origin, 2022
      • Figure 22: Frères Branchiaux Wakanda Forever candle
  10. Aircare Usage Frequency and Motivators

    • Reduce use to save: behavioral shifts driven by cost-conscious mentality
      • Figure 23: Aircare usage frequency – Trended, 2020-22
    • Wellbeing, scent discovery drive usage
      • Figure 24: Motivators for using aircare more often – Trended, 2020-22
    • Cost-conscious mindset limits usage
      • Figure 25: Motivators for using aircare less often – Trended, 2020-22
  11. Aircare Shopping Behaviors and Considerations

    • Build loyalty by expanding lifestyle offerings
      • Figure 26: Aircare shopping behaviors and considerations, 2022
    • Reach young shoppers on social
      • Figure 27: Select aircare shopping behaviors and considerations, by age and income, 2022
  12. Attitudes toward Scent

    • Create a home fragrance wardrobe
      • Figure 28: Attitudes toward scent, 2022
    • Empower young men to become scent savvy
      • Figure 29: Attitudes toward scent, by gender and age, 2022
    • Support parents through times of fatigue
      • Figure 30: Attitudes toward scent, by parental status, 2022
      • Figure 31: Candier Who Run The World? Moms candle
  13. Attitudes toward Premium

    • Premium products carry stigma of being overpriced
      • Figure 32: Attitudes toward premium, 2022
      • Figure 33: vitruvi x Mejuri diffusor
    • Dupe it out: the rise of luxury in affordable form
      • Figure 34: Select attitudes toward premium, by age, 2022
  14. Format Perceptions

    • Traditional formats excel in fragrance experience, wax melts lack quality associations
      • Figure 35: Format perceptions, 2022
  15. Appendix – Data Sources and Abbreviations

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

      • Figure 36: Total US retail sales and forecast of aircare products, at inflation-adjusted prices, 2017-27
      • Figure 37: Total US retail sales and forecast of aircare products, by segment, at current prices, 2017-22
      • Figure 38: Total US retail sales of aircare products, by segment, at current prices, 2020 and 2022
      • Figure 39: Total US retail sales of aircare products, by channel, at current prices, 2017-22
      • Figure 40: Total US retail sales of aircare products, by channel, at current prices, 2020 and 2022
  17. Appendix – Key Players

      • Figure 41: Multi-outlet sales of candles, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 42: Multi-outlet sales of home air fresheners, by leading companies and brands, rolling 52 weeks 2021 and 2022
      • Figure 43: Multi-outlet sales of vehicle air fresheners, by leading companies and brands, rolling 52 weeks 2021 and 2022

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.


Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.


Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.


Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.


Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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