The pandemic has provided a tailwind to a previously sluggish aircare category, resulting in strong sales increases across all segments and for players both big and small. However, the challenges that plagued the category pre-pandemic have not disappeared, and may even be strengthened as consumers reevaluate the necessity of aircare as they try to economize, suggesting this sales spike will be short-lived. Brands have the opportunity to use the current momentum to make headway on category hurdles, like broadening functionality and leaning in to new ways to appeal to consumers and their evolving lifestyle and wellness needs.

• The impact of COVID-19 on consumer behavior and the aircare market

• Impact of recessionary spending on mainstream aircare brands

• How to leverage the wellness connection of aircare

• How retailers and brands can reach consumers in a changing retail landscape

• Mintel defines the US aircare 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. Both scented and unscented candles are included.

• 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 are excluded from the Market Size, but they are discussed in the Consumer sections of this Report. Potpourri and flameless candles, which use LED lights or light bulbs to create the appearance of a candle flame, are not included in the Market Size and are discussed minimally in the Market sections of the Report.

Consumer research for this Report was fielded in October 2020 and reflects consumers’ attitudes and behaviors during the COVID-19 pandemic when restrictions on movement were in place and businesses were open with limits. This Report was written November 1-December 10, 2020, when some states were open but others began rolling back and reinstating restrictions due to resurgence of the COVID-19 virus.

The market forecast has been created by analyzing projected trends in personal disposable income, unemployment levels and population growth of those aged 21+, which closely correlate with the value of aircare products in the past, alongside Mintel’s understanding and expectations of the market.