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The air freshener market size is forecast to increase by USD 4.59 billion at a CAGR of 5.75% between 2022 and 2027. Market expansion hinges on several factors, notably product launches, the surge in online sales, and the thriving fragrance market. As companies introduce new offerings, consumers are provided with a wider array of choices, stimulating demand. The proliferation of e-commerce platforms further amplifies market reach, enabling consumers to access products conveniently. Moreover, the robust growth of the fragrance market, driven by evolving consumer preferences and lifestyle changes, contributes significantly to the overall market growth trajectory. Furthermore, the report includes historic market data from 2017 to 2021.
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This report extensively covers market segmentation by application (residential, corporate office, car, and others), product (spray/aerosol, electric, and others), end-user (individual users and enterprise users), and geography (Europe, North America, APAC, South America, and Middle East and Africa).
The market share growth by the residential segment will be significant during the forecast period. In residential applications, air fresheners are primarily used to mask unpleasant odors from halls, bedrooms, kitchens, and restrooms. Rising concerns over indoor air quality and the different odors released in indoor spaces, especially in residential units, are driving the demand for these products in residential applications.
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The residential segment was valued at USD 3.50 billion in 2017. The rise in consumer spending on lifestyle products is propelling the demand for premium products from consumers. In addition to this, the growing popularity of aromatherapy for uplifting mood and its other therapeutic properties has led to the increasing use of and demand for essential oils and aromatic compounds in such products, especially among consumers in the residential segment. Moreover, companies operating in the global market are increasingly launching new products to address the growing demand from consumers. Therefore, such factors will drive the growth of this segment during the forecast period.
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Europe is estimated to contribute 33% to the growth of the global market during the forecast period. Technavio’s analysts have elaborately explained the regional trends and drivers that shape the market during the forecast period. Germany, France, and the UK are some of the major countries contributing to the growth of the market in Europe. The major factor driving the growth of the market in Europe is increasing urbanization, which is leading to better living standards for people in the region and encouraging people to invest more in-home care products.
Additionally, air fresheners with essential oils are also gaining traction among the urban population in European countries like Germany and the UK. More people living in urban areas in Europe are realizing the health benefits of essential oils like lemon essential oil, rosemary oil, and tea tree oil. As a result, there is a growing tendency among consumers to use home care products with essential oils. Thus, the abovementioned factors will significantly drive the growth of the market in Europe during the forecast period.
The market is witnessing growth due to rising concerns over indoor air quality, influenced by factors such as disposable income and evolving lifestyle & spending habits. Increased car sales and the rise in pets' ownership have also contributed to market expansion. Consumers are inclined towards premium air fresheners, despite the high cost of production, driven by a preference for a luxury lifestyle. Additionally, the market addresses the need for odor control in sensitive environments like hospitals or healthcare centers, where bacterial infections are a concern. Retail offerings include gel and spray fresheners with innovative packaging techniques, available in various formats such as hangings, stickers, and automatic options, catering to diverse settings like malls and shopping outlets. Our researchers analyzed the data with 2022 as the base year, along with the key drivers, trends, and challenges. A holistic analysis of drivers will help companies refine their marketing strategies to gain a competitive advantage.
Product launches is the key factor notably driving market growth. One of the major factors influencing the growth of the global market is the increasing number of product launches. By launching new products, companies not only can increase their revenue and market share but also attract customers by increasing their visibility in the market. Thus, several brands are increasingly launching different types of air freshener products, which is expected to have a positive impact on their sales and will drive the growth of the market. Further, innovative packaging techniques for air fresheners include hangings and stickers, offering versatile and visually appealing options to enhance consumer experience and convenience.
Furthermore, a few of the recent product launches in the global market include Dabur Ltd, an Indian multinational consumer goods company, that announced the expansion of its Odonil portfolio with the launch of a gel-based air freshener called Odonil gel pocket in 2022. Further, they encompass various forms such as gel air fresheners, automatic air fresheners, and innovative air fresheners types, leveraging a combination of chemicals and retail infrastructure to provide consumers with convenient and effective solutions for refreshing indoor environments. Thus, the frequent launch of products will boost the growth of the global market during the forecast period.
The growing prominence of digital media platforms is an emerging trend in the market. The proliferation of internet-enabled smartphones is a major factor contributing to the growing prominence of digital media as a key communication and marketing channel for companies operating in the market. Manufacturers are investing in various social media campaigns, particularly in developed markets, to promote their products and widen their marketing reach.
Moreover, the popularity of social media influencers in these countries has led major brands such as P&G and Godrej Consumer Products Ltd. to develop strategic partnerships with influencers, especially for household products. Micro-influencers, who generally have followers in the range of 2,000-50,000 in any particular social media channel and focus on a niche passion, topic, or market, have grown in stature as opinion leaders in the global market over the last few years. Hence, companies are increasingly roping in several micro-influencers rather than opting for expensive celebrity endorsements. Therefore, such factors will boost the growth of the global market during the forecast period.
The threat of counterfeit products is a major challenge impeding the market growth. Counterfeit products generally have the same packaging and features as established brands and are sold at lower prices than branded products through online retail channels and unauthorized distributors, particularly in price-sensitive markets such as India. Therefore, the rise in the sales of household products through third-party online retail channels, such as Amazon, has widened the availability of counterfeit products.
Moreover, the availability of counterfeit products leads to the dilution of original brands as consumers cannot differentiate between counterfeit products and original ones. Consumers who purchase counterfeit products without being aware of product authentication put the blame on genuine brands if the duplicate products purchased malfunction, and this damages the brand reputation of genuine, reliable firms. Furthermore, the digital era has also made it possible for counterfeiters to sell their products without a prior product review or inspection. Therefore, the presence of numerous counterfeit products can lead to market fragmentation, which can lead to the lack of price standardization, an uneven competitive scenario, and the erosion of the market share of established companies. Therefore, such factors will hinder the market growth during the forecast period.
The 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 market forecasting report also includes key purchase criteria and drivers of price sensitivity to help companies evaluate and develop their growth strategies.
Market Customer Landscape
Companies are implementing various strategies, such as strategic alliances, partnerships, mergers and acquisitions, geographical expansion, and product/service launches, to enhance their presence in the market.
The report also includes detailed analyses of the competitive landscape of the market and information about 15 market companies, including:
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 forecasts market growth by revenue at global, regional & country levels and provides an analysis of the latest trends and growth opportunities from 2017 to 2027.
The market encompasses a range of products aimed at improving air care through R&D activities focusing on natural and chemical-free options. With the presence of both local manufacturers and private labels, distribution channels can be unorganized, but advancements in cutting-edge technologies drive product innovation. Offerings include air freshener candles for commercial and HRI locations, available in various scents like floral and pleasant perfumes such as Febreze Air Freshener. These products combat damp odors during the rainy season, neutralizing odor molecules and leaving behind a refreshing ambiance at residential levels with options like the Febreze Air Freshener plug.
Additionally, the market is witnessing a surge in demand for natural and chemical-free air fresheners options, offering consumers a safer and eco-friendly alternative. However, the market faces challenges due to unorganized distribution channels, despite its availability in commercial locations and retail stores. Innovative features such as protective coating ensure longevity and effectiveness. With enticing scents like Cotton & Blue Jasmine, Lilac & Peony, and White Tea & Lily, air fresheners are not only used for traditional purposes but also to freshen up items like towels, shower curtains, and even footwear, catering to diverse consumer needs.
Market Scope |
|
Report Coverage |
Details |
Page number |
188 |
Base year |
2022 |
Historic period |
2017-2021 |
Forecast period |
2023-2027 |
Growth momentum & CAGR |
Accelerate at a CAGR of 5.75% |
Market growth 2023-2027 |
USD 4.59 billion |
Market structure |
Fragmented |
YoY growth 2022-2023(%) |
5.36 |
Regional analysis |
Europe, North America, APAC, South America, and Middle East and Africa |
Performing market contribution |
Europe at 33% |
Key countries |
US, Canada, China, Germany, and UK |
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. Corp., S.C. Johnson and Son Inc., The Procter and Gamble Co., and Xiaomi Inc. |
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, and Market condition analysis for the forecast period. |
Customization purview |
If our report has not included the data that you are looking for, you can reach out to our analysts and get segments customized. |
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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 Trends
12 Vendor Landscape
13 Vendor Analysis
14 Appendix
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