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The air freshener market size is forecast to increase by USD 5.54 billion, at a CAGR of 6.48% between 2023 and 2028. The market in Europe is witnessing significant growth attributed to factors like urbanization, improving living standards, and rising disposable incomes of the middle class. This surge in spending on home care products, including air fresheners, reflects a growing preference for a luxurious lifestyle. Additionally, the market sees momentum in premium air freshener trends. Car sales and pet ownership further contribute to market expansion. Notably, the automotive industry is focusing on enhancing indoor air quality through air fresheners. Amway Corp. offers advanced car accessories like car air purifiers, catering to this trend. These innovative devices filter pollutants and impurities, ensuring a pleasant and healthier driving experience. With consumers prioritizing health and comfort in vehicles, the integration of air purification technology represents a significant trend in the market.
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The market encompasses a wide range of products designed to enhance living spaces with pleasing fragrances. This market caters to various sectors, including car sales and luxury lifestyles. Pets' ownership and healthcare centers also contribute significantly to the demand due to the need to maintain clean and odor-free environments. The cost of production of air fresheners varies, with premium options made from high-quality chemicals and innovative packaging techniques, such as Gel Air Fresheners and Automatic Air Fresheners, commanding a higher price point. These products are often associated with the change in lifestyle & spending habit and are popular in retail infrastructure like malls and shopping outlets. Innovative air fresheners, such as Spray Fresheners and Hangings with stickers, continue to gain popularity due to their convenience and unique designs. Urbanization and rising living standards have further fueled the growth of this market. Despite the diverse offerings, bacterial infections remain a concern, necessitating the development of advanced air freshening technologies to ensure optimal freshness and cleanliness. Our market growth analysis report analyzed the market growth and forecasting data with 2023 as the base year, along with the key trends, and challenges. A holistic analysis of market growth and trends, drivers, and challenges will help stakeholders in the value chain refine their marketing strategies to gain a competitive advantage.
Product launches are notably driving market growth. The market experiences significant growth due to the continuous introduction of new products. Vendors leverage product launches to boost revenue, expand market share, and enhance brand visibility. In February 2023, Procter & Gamble, a leading consumer goods company, unveiled its latest addition to the Febreze Air Freshener line: a gel-based air freshener designed to effectively neutralize damp odors, particularly during the rainy season.
Moreover, this innovative product, featuring a protective coating, is available in various scents such as Cotton & Blue Jasmine, Lilac & Peony, and White Tea & Lily. By catering to the residential market and offering air fresheners for various applications like towels, shower curtains, footwear, and more, the market continues to create an ambiance of freshness and comfort for consumers.
The market is witnessing an upward trend as companies introduce technologically advanced and innovative products to cater to global consumers. Febreze, a renowned brand, offers the Febreze ONE air and fabric freshener, which is particularly effective against damp odors common during rainy seasons. This product, free from aerosols, dyes, and heavy perfumes, features a two-in-one formula that eliminates unpleasant odors from both the air and fabrics.
However, the scents of mandarin, orchid, and bamboo create an ambiance that refreshes residential spaces. Febreze ONE is versatile and can be used on various items such as towels, shower curtains, footwear, and fabrics to leave a long-lasting protective coating and eliminate odor molecules. Other popular scents include Cotton & Blue Jasmine, Lilac & Peony, and White Tea & Lily, providing consumers with a wide range of choices to enhance their living spaces.
Threat from counterfeit products is a significant challenge hindering marke growth. The proliferation of counterfeit Air Freshener products, such as those resembling Febreze, has posed a significant challenge to global market growth. These imitation items, which mimic the packaging and features of authentic brands, are predominantly sold through online retail channels and unauthorized distributors. In price-sensitive markets like China and India, the allure of lower prices has led to an increase in demand for these counterfeit items. During the rainy season, when damp odors become prevalent, consumers often turn to air fresheners to maintain a pleasant ambiance in their homes. However, the availability of counterfeit products, which may not effectively neutralize odor molecules, can result in a false sense of security. Authentic Air Fresheners, like those with scents such as Cotton & Blue Jasmine, Lilac & Peony, or White Tea & Lily, often come with a protective coating that ensures long-lasting freshness.
Further, the counterfeit Air Fresheners, on the other hand, may not offer the same level of protection. These products can be found on various third-party online retail platforms, including Amazon, Flipkart, and Walmart. The use of these counterfeit items can lead to the dilution of original brands, as consumers may be unable to distinguish between authentic and imitation products. At the residential level, consumers use Air Fresheners in various forms, such as towels, shower curtains, and even in footwear. The scents of these products contribute significantly to the overall ambiance of a space. However, the presence of counterfeit Air Fresheners can negatively impact the consumer experience and potentially harm the reputation of authentic brands.
The market research report growth by the residential segment will be significant during the forecast period. Air fresheners have gained significant traction in the residential market, serving as essential solutions for managing unpleasant odors in halls, bedrooms, kitchens, and restrooms. The increasing awareness regarding indoor air quality and the various fragrances emitted indoors, particularly in residential units, fuel the market's growth. This trend has resulted in the increased adoption of various air purification products, including air fresheners, within the residential sector. Moreover, the rising luxury lifestyle and consumer spending habits have led to an increasing demand for premium air fresheners among consumers. The popularity of aromatherapy for mood enhancement and its therapeutic properties has further boosted the demand for essential oils and aromatic compounds in air freshener products, especially among residential consumers. Car sales and pet ownership contribute to the market's expansion, as vehicles and pets can introduce unpleasant odors into living spaces.
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The residential segment was the largest and was valued at USD 3.75 billion in 2018 Air fresheners are also essential in healthcare facilities, such as hospitals and healthcare centers, to maintain a clean and fresh environment, reducing the risk of bacterial infections. The retail infrastructure's growth, urbanization, and rising living standards have led to an increased focus on air care and indoor air quality. R&D activities and local manufacturers cater to the demand for innovative air fresheners, including gel air fresheners, spray fresheners, and automatic air fresheners. Retail stores, malls, shopping outlets, and commercial locations, including hotels and restaurants, also utilize air fresheners to create a pleasant ambiance for their customers. Consumer goods companies offer a wide range of air fresheners, from cutting-edge technologies like automatic air fresheners to traditional air freshener candles, catering to diverse consumer preferences. The unorganized distribution channels pose a challenge to market growth, but private labels and branded products continue to dominate the market. The market's future looks promising, with ongoing research and development activities and the introduction of innovative air fresheners.
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APAC is estimated to contribute 38% to the growth of the global market research and growth during the forecast period. Technavio's analysts have provided an extensive insight into the market forecasting, detailing the regional trends and drivers influencing the market's trajectory throughout the forecast period. Another region offering significant growth opportunities to the company is Europe. In addition, hospitals and healthcare centers prioritize maintaining optimal indoor air quality, leading to increased demand for air care solutions. Chemical-based air fresheners and those with essential oils are popular choices. Innovative packaging techniques, such as gel air fresheners, spray fresheners, hangings, and stickers, cater to diverse consumer preferences.
Automatic air fresheners and cutting-edge technologies, like air freshener candles, are increasingly adopted in commercial locations, HRI (Hotel, Restaurant, and Institution) locations, and retail stores. Retail infrastructure development, including malls and shopping outlets, provides ample opportunities for air freshener sales. Local manufacturers and private labels are also significant players in the market, while unorganized distribution channels pose challenges. R&D activities and innovative air fresheners continue to shape the market landscape. Key players invest in cost-effective production methods and sustainable practices to cater to evolving consumer needs and preferences.
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, which forecasts to enhance their presence in the market report.
The market growth and forecasting report also includes detailed analyses of the competitive landscape of the market and information about 20 market companies, including:
The market analysis and report of qualitative and quantitative analysis of companies has been conducted to help clients understand the wider business environment as well as the strengths and weaknesses of key market players. Data is qualitatively analyzed to categorize companies as pure play, category-focused, industry-focused, and diversified; it is quantitatively analyzed to categorize companies as dominant, leading, strong, tentative, and weak.
The market research report includes the adoption lifecycle of the market, covering from the innovator’s stage to the laggard’s stage. It focuses on adoption rates in different regions based on penetration. Furthermore, the report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their market growth and trends strategies.
Customer Landscape
The market research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in "USD Billion" for the period 2024-2028, as well as historical data from 2018 - 2022 for the following segments.
The market is a significant sector within the consumer goods industry, encompassing a wide range of products designed to enhance indoor environments with pleasing scents. These products include spray air fresheners, gel air fresheners, car air fresheners, and essential oils. The market is driven by factors such as increasing consumer awareness of the importance of indoor air quality and the growing preference for convenient and effective air freshening solutions. Additionally, the market is influenced by trends like the shift towards natural and eco-friendly products and the integration of technology into air freshening devices. The market is segmented by product type, application, and region. Companies are focusing on innovation and product development to cater to diverse consumer preferences and stay competitive in the market.
Market Scope |
|
Report Coverage |
Details |
Page number |
192 |
Base year |
2023 |
Historic period |
2018 - 2022 |
Forecast period |
2024-2028 |
Growth momentum & CAGR |
Accelerate at a CAGR of 6.48% |
Market Growth 2024-2028 |
USD 5.54 billion |
Market structure |
Fragmented |
YoY growth 2023-2024(%) |
5.68 |
Regional analysis |
Europe, North America, APAC, South America, and Middle East and Africa |
Performing market contribution |
APAC at 38% |
Key countries |
US, Germany, China, UK, and Canada |
Competitive landscape |
Leading Companies, Market Positioning of Companies, Competitive Strategies, and Industry Risks |
Key companies profiled |
ABC Compounding Co. Inc., Air Delights Inc., Amway Corp., Aromate Industries Co. Ltd., Beaumont Products Inc., CAR-FRESHNER Corp., Church and Dwight Co. Inc., Dabur India Ltd., Energizer Holdings Inc., Enviroscent Inc., Farcent Enterprise Co. Ltd., Godrej Consumer Products Ltd., Henkel AG and Co. KGaA, Kobayashi Pharmaceutical Co. Ltd., Newell Brands Inc., Reckitt Benckiser Group Plc, S.T. Group, S.C. Johnson and Son Inc., The Procter and Gamble Co., and Xiaomi Communications Co. Ltd. |
Market dynamics |
Parent market analysis, Market growth inducers and obstacles, Fast-growing and slow-growing segment analysis, COVID-19 impact and recovery analysis and future consumer dynamics, Market condition analysis for the market forecast period. |
Customization purview |
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1 Executive Summary
2 Market Landscape
3 Market Sizing
4 Historic Market Size
5 Five Forces Analysis
6 Market Segmentation by Application
7 Market Segmentation by Product
8 Market Segmentation by End-user
9 Customer Landscape
10 Geographic Landscape
11 Drivers, Challenges, and Opportunity/Restraints
12 Competitive Landscape
13 Competitive Analysis
14 Appendix
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