The air care market in China is expected to continue growing in 2020 with people spending more time at home after the COVID-19 outbreak, reaching value sales of RMB2,972 million. The most important opportunity for this category is to position air care as an effective way to make people feel more comfortable at home, which requires air care products to adapt to consumers’ changing lifestyles and create new usage occasions, such as tackling kitchen smoke and bad cooking smells, or for use when working, exercising or taking a shower/bath at home.

Key issues covered in this Report

  • How consumers’ time spent at home has changed after the COVID-19 outbreak?

  • What indoor air pollutants concern consumers most?

  • Trends in the usage of air care products

  • Usage occasions and purchase factors of scented candles

  • Consumer preferences towards different approaches to improving indoor air quality


Air care products in this Report cover air fresheners and home fragrance products.


  • Aerosols: manual sprays including both standard mist and liquid sprays or triggers.

  • Slow release: gel, liquid, home fragrance oils and diffusers, deodoriser (eg used in fridges), hanging scent sachets (eg for closets), refills, incense sticks (unless primarily used for purposes other than room ambience, such as for religious reasons).

  • Electric/plug in: auto spray (currently insignificant in China).

  • Scented candles: excluding unscented candles used primarily for providing light.

  • Car air fresheners: products designed and marketed specifically for the car (eg can be hung easily on driving mirror, or easy to fix to dashboard).

Sub-group definitions (by monthly household income)

Mintel divides consumers into three groups based on their monthly household income.

Tier one cities Tier two and lower cities
High household income RMB18,000 and above RMB16,000 and above
Mid household income RMB10,000-17,999 RMB9,000-15,999
Low household income RMB6,000-9,999 RMB5,000-8,999
Back to top