Table of Contents
Executive Summary
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- The market
- COVID-19 has led to increased engagement with the market
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- Figure 1: UK central forecast value sales of air care products (prepared 14 September 2020), 2015-25
- Adapt to the new role of the home
- Promote affordable luxury to keep consumers engaged
- The impact of COVID-19 on air care
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- Figure 2: Short, medium and long term impact of COVID-19 on air care, 14 September 2020
- The consumer
- Stress levels have influenced an increase in usage of premium formats
- People use air care to make a place feel like home
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- Figure 3: Types of air care products used in the last 12 months, July 2019 and June 2020
- Broaden the functionality of air care products around the home
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- Figure 4: Room(s) used for each of the following air care products in the last 12 months, June 2020
- Target gift purchasing to increase exposure
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- Figure 5: Frequency of air care product purchase, June 2020
- Focus on value, not price
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- Figure 6: Factors prioritised while choosing air care products, June 2020
- Adjust packaging to make an immediate impact
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- Figure 7: Behaviours most interested in adopting while thinking about the environmental impact of air care products
- Improve health profiles to avoid drift to alternatives
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- Figure 8: Attitudes towards air-care products, June 2020
- Standard brands offer an all-round strong proposition
- Own-labels are well placed to take market share
- Premium brands need to reassert their positioning
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- Figure 9: Perceptions of different air care brand tiers, June 2020
- Companies and brands
- Reassert value to push back against own-label in the continuous non-electric segment
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- Figure 10: Brand shares in value sales of continuous non-electric air fresheners, year ending June 2020
- Air Wick relies on essential oils to reverse decline in continuous electric segment
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- Figure 11: Brand shares in value sales of continuous electric air fresheners, year ending June 2020
- Febreze’s functionality leads to a significant boost in the manual segment
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- Figure 12: Brand shares in value sales of manual air fresheners, year ending June 2020
- Air care innovation will take on an important role in the festive period
- Own-labels sense an opportunity in premium formats
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- Figure 13: New product development in the air care products category, by sub-category, January 2016-July 2020
The Impact of COVID-19 on Air Care
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- The impact on the market
- COVID-19 has led to increased engagement with the market
- More time at home has created more usage occasions
- Adapt to the new role of the home
- Broaden functionality to fit new tasks carried out in the home
- Promote air care as affordable luxury
- Keep young people engaged with the market in spite of job losses
- The impact on the consumer
- COVID-19 concerns will keep people at home
- A need to reassert environmental credentials
- Stress levels have influenced an increase in usage of premium formats
- Make living spaces feel like home
- Focus on value to avoid drift to own-label
- Adjust to the renewed focus on health because of COVID-19
- The impact on companies and brands
- Use festive innovation to create feelings of familiarity
- Own-labels sense an opportunity to increase luxury connotations
- Brands can target mental wellbeing to support consumers
Issues and Insights
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- COVID-19 encourages people to reassess the value of living spaces
- Make an immediate impact with packaging adjustments
- COVID-19 will increase the importance of a healthy profile
The Market – Key Takeaways
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- COVID-19 will influence an increase in air care sales
- Adapt to the new role of the home
- Retail habits have been impacted by the pandemic
Market Size and Forecast
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- Impact of COVID-19 on air care
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- Figure 14: Short, medium and long term impact of COVID-19 on air care, 14 September 2020
- Air care market experiences value sales decline in 2019
- A boost to the market in 2020 is expected
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- Figure 15: UK value sales of air care products (prepared on 14 September 2020), 2015-2025
- A return to previous performance as life returns to normal
- Align with the new functions of the home
- Go further on sustainability to encourage usage
- Health focus will drive the natural movement
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- Figure 16: UK central forecast value sales of air care products (prepared 14 September 2020), 2015-25
- Market drivers and assumptions
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- Figure 17: Key drivers affecting Mintel’s market forecast (prepared 14 September 2020), 2015-2025
- A different type of recession compared to 2008
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- Figure 18: UK value sales of air care, 2007-2017
- Forecast methodology
Market Segmentation
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- Non-electrical air fresheners keep the lead
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- Figure 19: UK retail value sales of air care products, by segment, 2018-20 (est)
- Manual air fresheners see significant growth
- Continuous electric segment pushes natural ingredients
- Car fresheners see opportunities to grow
Channels to Market
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- Grocery multiples continue to dominate but discounters gain
- Retail habits impacted by the pandemic
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- Figure 20: UK retail value sales of air care, by outlet type, 2018-20 (est)
- Overcome online shopping limitations
Market Drivers
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- Consumer confidence remains robust…for now
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- Figure 21: Trends in consumer sentiment for the coming year, July 2011-August 2020
- Position air care as support for wellbeing in the home
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- Figure 22: Causes of stress over the last 12 months, February 2018
- Interest in ingredients is growing
- The next step towards healthy products
Companies and Brands – Key Takeaways
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- Own-labels are increasing their presence
- Use festive innovation to create feelings of familiarity
- Febreze’s odour-removal reputation drives manual segment
Market Share
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- Own-labels dominate the continuous non-electric segment
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- Figure 23: Brand shares in value sales of continuous non-electrical air fresheners, year ending June 2019 and 2020
- Air Wick experiences decline in value sales
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- Figure 24: Brand shares in value sales of continuous electrical air fresheners, year ending June 2019 and 2020
- Febreze’s odour-removal reputation drives manual segment
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- Figure 25: Brand shares in value sales of manual air fresheners, year ending June 2019 and 2020
Launch Activity and Innovation
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- Air care NPD continues to grow
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- Figure 26: NPD in the household care sector, by category, January 2016- August 2020
- Use festive innovation to create feelings of familiarity
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- Figure 27: New product development in the air care products category, by sub-category, January 2016-July 2020
- New product launches drop in 2019
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- Figure 28: New product development in the air care products category, by launch type, January 2016- August 2020
- Febreze relaunches aerosol ranges
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- Figure 29: Example of P&G Febreze relaunches, 2019
- Brands up focus on packaging changes
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- Figure 30: Examples of new packaging launches in the air care category, 2019
- SC Johnson pushes its Glade brand
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- Figure 31: New product launches in air-care category, by ultimate company and other, 2019
- Own-labels sense an opportunity to engage consumers
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- Figure 32: New product launches in air-care category, by own-label vs branded products, January 2016-August 2020
- Own-labels target segments on the rise
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- Figure 33: Examples of premium launches from own-label brands, 2020
- Air care ingredients take centre stage
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- Figure 34: Leading claims in the air care products category, based on top claims for 2019, January 2018 – July 2020
- A shift towards more natural formulations
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- Figure 35: Examples of air care products launches with botanical/herbal claims, 2019
- The environment still means something to consumers
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- Figure 36: Examples of air care product launches with both environmentally friendly packaging and recycling claims, 2019
- Functional claims have dipped but remain crucial
- Floral remains the most prominent scent
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- Figure 37: Leading fragrances in air care product launches, by top fragrance component groups in 2019, January 2018-August 2020
- Air care supporting mental wellbeing
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- Figure 38: Examples of air care product launches containing lavender, January - July 2020
- Glade uses music to aid escapism
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- Figure 39: SC Johnson Glade automatic spray products designed for use alongside Spotify playlists, February 2020
Advertising and Marketing Activity
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- RB and P&G are the major advertising investors
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- Figure 40: Total above-the-line, online display and direct mail advertising expenditure on air care products, by leading advertisers, 2019
- Figure 41: Total above-the-line, online display and direct mail advertising expenditure on air care products, by leading brands, 2019
- Air Wick Essential Mist bets on aromatherapy
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- Figure 42: Air Wick ‘Experience the power of scent’ advert, 2020
- Febreze with a beat
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- Figure 43: Febreze ‘Nobody Do It Fresher’ #FebrezeSong, 2019
- Glade teams up with Spotify
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- Figure 44: Glade teams up with Spotify, 2020
- New focus on digital advertising
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- Figure 45: Total above-the-line, online display and direct mail advertising expenditure on air care products, by media type, 2019
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- Figure 46: Air Wick ‘Introducing Botanica by Air Wick: new exotic fragrances’ advert, 2020
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 47: Attitudes towards and usage of selected brands, August 2020
- Key brand metrics
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- Figure 48: Key metrics for selected brands, August 2020
- AromaWorks seen as caring about health
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- Figure 49: Attitudes, by brand, August 2020
- Air Wick, Ambi Pur and Glade are noted for accessibility
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- Figure 50: Brand personality – macro image, August 2020
- Yankee Candle has a reputation for high performance
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- Figure 51: Brand personality – micro image, August 2020
- Brand analysis
- Febreze is a trusted odour-remover
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- Figure 52: User profile of Febreze, August 2020
- Yankee Candle carries premium associations
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- Figure 53: User profile of Yankee Candle, August 2020
- Air Wick pushes aromatherapy to aid brand image
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- Figure 54: User profile of Air Wick, August 2020
- Glade has a potential advantage on value
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- Figure 55: User profile of Glade, August 2020
- Ambi Pur’s shift to Febreze brand will positively impact sales
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- Figure 56: User profile of Ambi Pur, August 2020
- Wax Lyrical is likely to increase its ethical profile
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- Figure 57: User profile of Wax Lyrical, August 2020
- AromaWorks’ therapeutic products provide a point of difference
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- Figure 58: User profile of AromaWorks, August 2020
The Consumer – Key Takeaways
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- Stress levels have influenced an increase in premium formats
- Broaden functional air care for different occasions in the home
- Packaging changes can make an immediate impact
- Reassure about health with greater transparency
The Impact of COVID-19 on Consumer Behaviour
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- Concerns will keep people at home
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- Figure 59: Concern of exposure risk to COVID-19/coronavirus, 28 February – 30 July 2020
- Hygiene measures threaten usage of air care products
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- Figure 60: Reckitt Benckiser, Dettol All in One Disinfectant Spray launches, 2016-20
- Consumers invest in their home environment
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- Figure 61: Spending expectations in the last three months and over the next three months, August 2020
- The environment has grown in prominence
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- Figure 62: Change in priority given to the environment since the COVID-19 outbreak, 7-14 May 2020
Air Care Product Usage
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- Stress levels influence increase in premium formats
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- Figure 63: types of air care products used in the last 12 months, July 2019 and June 2020
- People use air care to make a place feel like home
- Stress relievers to take on more prominence
- Increase in botanical herbal claims may reassure consumers
- Other air care product penetration remains stable
Where Air Care Products are Used
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- Sprays are used for bathroom functionality
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- Figure 64: Room(s) used for each of the following air care products in the last 12 months, June 2020
- Broaden functional air care for different occasions in the home
- Opportunities to increase usage in the kitchen
Air Care Product Purchase Frequency
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- Purchasing tends to be infrequent
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- Figure 65: Frequency of air care product purchase, June 2020
- Target gifting to increase exposure
Important Purchase Factors
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- Price focus may lead to trading down
- Improve perceptions of value, not just price
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- Figure 66: Factors prioritised while choosing air care products, June 2020
- Use health and wellbeing to promote higher quality
Interest in Environmental Behaviours
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- The environment still matters
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- Figure 67: Behaviours most interested in adopting while thinking about the environmental impact of air care products
- A chance to reengage through refills
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- Figure 68: Ecover Zero sensitive washing up liquid, 2020
- Partner with recycling agencies and promote these collaborations
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- Figure 69: Air care product launches carrying the TerraCycle logo, 2019-20
- The environment is unlikely to encourage a switch to unscented products
Attitudes towards Air Care Products
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- Transparency will become an expectation
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- Figure 70: Attitudes towards air care products, June 2020
- Improve health profiles to avoid drift to alternatives
- Health comes into focus during COVID-19
Perceptions of Air Care Brand Tiers
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- Standard brands are all-rounders
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- Figure 71: Perceptions of different air care brand tiers, June 2020
- Own-labels are well placed to take market share
- Premium brands need to reassert their position
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- Figure 72: Perceptions of different air care brand tiers, June 2020
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
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