Table of Contents
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of value sales of air care products, China, 2015-25
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- Figure 2: Segment value share of air care products, China, 2015-20
- Companies and brands
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- Figure 3: Leading manufacturers’ share in value sales of air care products, China, 2019-20
- The consumer
- The home has become a place to exercise, study, work and have fun
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- Figure 4: Changes in time spent on at-home activities after the COVID-19 outbreak, December 2020
- Consumers are concerned about kitchen smoke and lampblack most
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- Figure 5: Most concerning indoor air pollutants, December 2020
- Scented candles saw steady growth in penetration
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- Figure 6: Air care products used in the last 12 months, 2016-20
- Scented candles are used when working and bathing more than dining
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- Figure 7: Usage occasions of scented candles, December 2020
- Consumers take multiple factors into account in addition to scent
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- Figure 8: Most important purchase factors of scented candles, December 2020
- Unscented products are also in demand
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- Figure 9: Preference for home fragrance, December 2020
- What we think
Issues and Insights
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- Potential to increase usage in the kitchen
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- Figure 10: Examples of scented candles designed for the kitchen, Australia and France, 2019-20
- Leverage health benefits to expand appeal
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- Figure 11: Examples of air care products with sleep-aiding benefits, Germany and UK, 2019
- Figure 12: Uma Pure Energy Wellness Incense, India, 2020
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- Figure 13: Primavera Kids room spray, Germany, 2019
The Market – Key Takeaways
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- The market achieved steady growth amid the COVID-19 outbreak
- Mixed performance across segments continues
Market Size and Forecast
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- An emphasis on indoor air quality and home ambience drives category growth
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- Figure 14: Total value sales of air care products, China, 2015-20
- Figure 15: Best- and worst-case forecast of value sales of air care products, China, 2015-25
Market Segmentation
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- Slow release and car air fresheners contribute most to category growth
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- Figure 16: Segment value share of air care products, China, 2015-20
Market Factors
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- The pandemic has brought people closer to their homes
- Consumers are trading up to more natural products
- Pets create new demand for odour control products
- Cross-category competition could diminish the importance of air care
Companies and Brands – Key Takeaways
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- Weaker sales of traditional products dampen market leaders’ share
- Scented candles and diffusers see more launches and innovations
Market Share
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- Big companies losing share due to weaker sales of traditional products
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- Figure 17: Leading manufacturers’ share in value sales of air care products, China, 2019-20
Competitive Strategies
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- International companies push imported products
- Mainstream brands focus on added functions to boost appeal
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- Figure 18: Examples of anti-bacterial and mosquito repellent air fresheners, China, 2020
- Fragrance and lifestyle brands still lead in scented candles
Launch Activity and Innovation
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- New brands elevate the design aesthetic of candles and diffusers
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- Figure 19: Examples of Cosmic Speculation scented candles and diffusers, China, 2020
- Figure 20: Examples of He Xi scented candles, China, 2020
- Launched with shower and bath products
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- Figure 21: Lux L’art Du Bain Celestial Escape Bathtime Diffuser, China, 2021
- Figure 22: Rituals…The Ritual of Sakura Rice Milk & Cheery Blossom set, China, 2020
- On-trend ingredients make their way into air care
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- Figure 23: Examples of air care products that contain probiotics, US, 2020
- Explore novel fragrances to drive interest
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- Figure 24: Examples of air care products with innovative fragrances, global, 2019-20
- Extend the consumer experience with creative ideas
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- Figure 25: Example of a scented candle with a creative idea, Poland, 2019
- Connect with consumers emotionally
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- Figure 26: Anecdote Candles candle of the year, US, 2020-21
The Consumer – Key Takeaways
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- Consumers are most concerned about kitchen smoke and lampblack
- The penetration of scented candles grew steadily
- Scented candles are used when working and bathing more than dining
- The décor element of scented candles is also important, while scent remains key
Changes in At-home Activities
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- The home has taken on new roles
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- Figure 27: Changes in time spent on at-home activities after the COVID-19 outbreak, December 2020
- Target the 30-39 year olds who spend more time at home
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- Figure 28: Changes in time spent on at-home activities after the COVID-19 outbreak – More than before the outbreak, by age, December 2020
Most Concerning Indoor Air Pollutants
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- Kitchen smoke and lampblack has a greater impact on indoor air quality
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- Figure 29: Most concerning indoor air pollutants, December 2020
- Odour control is more important to 18-24 year olds
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- Figure 30: Most concerning indoor air pollutants, by age, December 2020
- Homeworkers are more concerned about toxic emissions from everyday products
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- Figure 31: Most concerning indoor air pollutants, by changes in time spent on working at home, December 2020
Usage of Air Care Products
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- Shifts in usage of home fragrance products
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- Figure 32: Air care products used in the last 12 months, 2016-20
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- Figure 33: Air care products used in the last 12 months – Potpourri and scented candles, by gender and age, December 2020
- Sprays regain relevance among young consumers
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- Figure 34: Air care products used in the last 12 months – Spray air fresheners, by age, 2019 and 2020
- Consumers pay increasing attention to fragrance for clothes
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- Figure 35: Air care products used in the last 12 months – Closet fragrance sachets, by selected demographics, December 2020
- Lower tier cities start to lead usage of car air fresheners
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- Figure 36: Air care products used in the last 12 months – Car air fresheners, by city tier, 2016, 2019 and 2020
Usage Occasions of Scented Candles
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- Scented candles are used to create a relaxing atmosphere
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- Figure 37: Usage occasions of scented candles, December 2020
- Men are more likely to use scented candles to impress others
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- Figure 38: Usage occasions of scented candles, by gender, December 2020
- Decoration is more important for high earners
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- Figure 39: Usage occasions of scented candles, by monthly household income, December 2020
Purchase Factors of Scented Candles
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- Scent is the most important, but more factors are being taken into account
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- Figure 40: Most important purchase factors of scented candles, December 2020
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- Figure 41: To Summer Scented Wood Wick Candle, China
- 18-24 year olds are more likely to consider the container’s appearance, as well as brand and price
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- Figure 42: Most important purchase factors of scented candles, by age, December 2020
Preferences for Improving Indoor Air Quality
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- Unscented products are also in demand
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- Figure 43: Preference for home fragrance, by gender and age, December 2020
- Consumers focus on the ‘natural’ way
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- Figure 44: Preference for removing indoor odours, December 2020
- Figure 45: Preference for removing indoor odours, by concern about outdoor air pollution, December 2020
- Air care products could rival air purifiers
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- Figure 46: Preference for cleaning indoor air, by age and monthly household income, December 2020
- Figure 47: Preference for home fragrance, by preference for cleaning indoor air, December 2020
- Families with children have greater needs for air care products
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- Figure 48: Preferences for removing indoor air and cleaning indoor air, by family structure, December 2020
Appendix – Market Size and Forecast
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- Figure 49: Total value sales of air care products, China, 2015-25
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Appendix – Methodology and Abbreviations
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- Consumer research methodology
- Abbreviations
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