The air care market appears stable and set for slight growth going forward. More than simply a way to control odors, air care products play an important role in setting and enhancing the mood in consumers’ homes. Shoppers have a huge variety of scents, formats and price points to choose from, making the category accessible to everyone. The varied and fragmented retail space provides consumers with the choice of whether to save or splurge on their products. Increased awareness of personal and environmental health is shaping purchasing behaviours, as consumers are demanding cleaner, safer air care for their families.

This Report looks at consumer purchase and usage of air care products, motivations for changes in their air care routines, the retailers they turn to for air care, candle shopping habits and openness to trying new air care innovations.

Mintel defines the Canadian air care market as consisting of the following product categories:

• Candles – a body of wax formed around a wick that provides a flame and, in many cases, fragrance, when lit. Includes tea lights, votives, pillars, tapers (dinner candles) and birthday candles. Candles can stand alone or be designed for use in a holder or metal container.

• Home air fresheners – including aerosol/spray, slow-release (solid, gel, liquid, reed diffusers), and plug-in and electric/battery-operated devices.

• Vehicle air fresheners.

• Wax melts, which consist of a burner device that melts wax pieces as a means of releasing fragrance.

• Potpourri and flameless candles, which use LED lights or light bulbs to create the appearance of a candle flame, are not included in the Report.