Table of Contents
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of market value of air care, China, 2014-24
- Companies and brands
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- Figure 2: Leading manufactures' share in value sales of air care products, China, 2018-19 (est)
- The consumer
- Flat penetration year on year
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- Figure 3: Air care products used in the last 12 months, 2019 vs 2016
- Established mindset of where to use air care products
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- Figure 4: Areas of home to use air care products in the last 12 months, October 2019
- Preference for floral fragrances across categories
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- Figure 5: Favourite scent for car air freshener, October 2019
- From odour control to focus on indoor air quality and emotional needs
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- Figure 6: Reasons for using air care products, by product type, October 2019
- A need to wind down
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- Figure 7: Mood-enhancing effects looked for air care products, October 2019
- Focus on fragrance rather than decorative features
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- Figure 8: Purchase and usage habits of scented candles, October 2019
- What we think
Issues and Insights
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- Category shifts away from odour elimination to ambience/mood-enhancing
- The facts
- The implications
- Scented candles in need of a lift
- The facts
- The implications
- Focus on indoor air quality impacts the air care category
- The facts
- The implications
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- Figure 9: Xi Lan odour and formaldehyde removing air freshener, China, 2019
- Figure 10: Febreze anti-mould car air freshener, China, 2019
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- Figure 11: Examples of air care products with anti-allergen claims, Canada, France, 2019
The Market – What You Need to Know
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- A growing category with bottlenecks
- Car air fresheners drive category growth
Market Size and Forecast
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- Modest growth due to flat penetration and low innovation
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- Figure 12: Market value of air care, China, 2015-19
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- Figure 13: Best- and worst-case forecast of market value of air care, China, 2014-24
Market Factors
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- Ambience and mood-enhancing products enables category growth
- Indoor air quality still concerns consumers
- New car sales has started to slide
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- Figure 14: New passenger car sales, China, 2014-19 (est)
- Household care products extend the benefit of fragrance
- Low category innovation limits growth
Market Segmentation
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- Mixed performance across segments
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- Figure 15: Segment value share of air care, China, 2015-19
- Aerosols lost the most share
- Car air freshener as the biggest growth driver
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- Figure 16: Floral Collection Formaldehyde Purification Car Air Spray, China, 2019
- Scented candles experienced fast growth, but faced with bottlenecks
Key Players – What You Need to Know
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- Market leader SCJ losing to smaller competitors
- Leading brands upgrade product offerings
- Innovation remains at a low level
Market Share
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- Small players are eating into market leader SCJ’s share
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- Figure 17: Leading manufactures' share in value sales of air care products, China, 2018-19
Competitive Strategies
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- Glade upgraded in fragrance and ingredients
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- Figure 18: Examples of Glade new launches, China, 2019
- Febreze builds a ‘Japan best sellers’ image
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- Figure 19: Febreze car air freshener, China, 2019
- Perfume brands expand presence in air care
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- Figure 20: Examples of Scent Library home fragrance products, China, 2019
- Figure 21: RE:CLASSIFIED air freshener spray, China, 2019
- Scented candles positioned as good gifts
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- Figure 22: The Beast Le Petit Prince music box scented candle gift set, China, 2018
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- Figure 23: The Palace Museum imperial splendor scented candle, China, 2018
- Collaboration with museum to express good taste
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- Figure 24: Examples of air care products in collaboration with museums, China, 2019
Who’s Innovating?
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- A small category in household care
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- Figure 25: Segment of new household care launches, US, UK, South Korea, Japan and China, 2019
- Figure 26: Segment of new household care launches, China, 2017-19
- True innovation in decline
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- Figure 27: Launch type of new air care launches, China, 2017-19
- Figure 28: Examples of new variety/range extension launches of air care products, China, 2019
- Strong focus on odour neutralising
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- Figure 29: Top claims of new air care launches, US, UK, South Korea, Japan and China, 2017-19
- Figure 30: Examples of seasonal air care products, US, UK, 2019
- Floral scents dominate
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- Figure 31: Top fragrance component groups of new air care launches, China, 2017-19
- Innovation highlights
- Aromatherapy air care
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- Figure 32: Examples of aromatherapy air care products, UK, Germany and US, 2018-19
- Feel good on-the-go
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- Figure 33: Examples of aromatherapy air care products for on-the-go occasions, US, 2019
- Air care blurring with personal care
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- Figure 34: The Apothecary Dew on the Garden Herbal Air Freshener & Skin Spritzer, South Africa, 2018
- Figure 35: ttouchme massage scented candle, China, 2019
- Air care for families with children or pets
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- Figure 36: Examples of air care products for pet owners, UK, Canada, Colombia, 2018-19
- Charcoal reed diffuser
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- Figure 37: Kobayashi Seiyaku Sumi No Shoshugen Relaxed Charcoal Air Freshener Sticks, Japan, 2018
- Air care to complement and accent food and drink
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- Figure 38: Examples of air care products that can complement food and drink, US, New Zealand, 2018
The Consumer – What You Need to Know
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- Flat penetration across all air care
- Consumers are most likely to use air care products in the living room, bedroom and washroom
- Prominent preference for floral fragrances
- Indoor air quality and mood-enhancing become focus of air care
- Comfortable and relaxing are primary emotional needs
- More consumers use scented candles for home fragrance instead of for decoration
Usage of Air Care Products
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- Penetration stabilises in recent years
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- Figure 39: Air care products used in the last 12 months, 2019 vs 2016
- Consumer repertoire is narrow
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- Figure 40: Repertoire of usage of air care products in the last 12 months, October 2019
- Figure 41: Repertoire of usage of air care products in the last 12 months, by usage of air care products, October 2019
- Low tier cities catch up in usage of air care products
- 25-29-year olds are core users
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- Figure 42: Air care products used in the last 12 months, by age, October 2019
Areas of Home to Use Air Care Products
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- Air care products are mostly used in the living room, washroom and bedroom
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- Figure 43: Areas of home to use air care products in the last 12 months, October 2019
- High earners have more uses of sprays
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- Figure 44: Areas of home to use spray air fresheners in the last 12 months, by monthly personal income, October 2019
- Older consumers are more likely to use scented candles in living room
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- Figure 45: Areas of home to use scented candles in the last 12 months, by age, October 2019
- 18-24 and 30-39 year olds tend to use reed diffusers in the washroom
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- Figure 46: Areas of home to use reed diffusers/scented oils in the last 12 months, by age, October 2019
Fragrance Preference for Car Air Freshener
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- Consistent fragrance preference across categories
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- Figure 47: Favourite scent for car air freshener, October 2019
- Some consumers ask for ‘no scent’ options
- Fruity fragrances appeal to women
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- Figure 48: Favourite scent for car air freshener, by gender, October 2019
Reasons for Using Air Care Products
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- Odour elimination no longer the primary reason
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- Figure 49: Reasons for using selected air care products, October 2019
- Mood-enhancing is a universal demand across demographics
- Some age differences prevail
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- Figure 50: Reasons for using selected air care products – ‘to purify/clean indoor air’, by age, October 2019
- Figure 51: Reasons for using selected air care products – ‘to enhance the sense of ritual of daily life’, by age, October 2019
Mood-enhancing Benefits of Air Care Products
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- To unwind rather than to uplift
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- Figure 52: Mood-enhancing effects looked for air care products, October 2019
- Calming is interestingly more sought after by young consumers
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- Figure 53: Mood-enhancing effects looked for air care products, by age, October 2019
- Women want to create a warm and joyful atmosphere
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- Figure 54: Mood-enhancing effects looked for air care products, by gender, October 2019
Purchase and Usage Habits of Scented Candles
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- Fragrance matters more than the appearance
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- Figure 55: Purchase and usage habits of scented candles, October 2019
- Practical attitude towards fragrance
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- Figure 56: Purchase and usage habits of scented candles, October 2019
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- Figure 57: Examples of Yankee Candle products, China, 2019
- Sophisticated usage habits
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- Figure 58: Purchase and usage habits of scented candles, October 2019
Meet the Mintropolitans
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- Mintropolitans are more engaged category users…
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- Figure 59: Air care products used in the last 12 months, by consumer classification, October 2019
- …but their usage is in decline
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- Figure 60: Air care products used in the last 12 months, Mintropolitans, 2019 vs 2016
- Mintropolitans have stronger emotional needs
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- Figure 61: Gaps between Mintropolitans and Non-Mintropolitans (as benchmark) in terms of reasons for using spray/plug-in/solid/gel air fresheners, October 2019
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- Figure 62: Mood-enhancing effects looked for air care products, by consumer classification, October 2019
Appendix – Market Size and Forecast
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- Figure 63: Market value of air care products, China, 2014-24 (fore)
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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