Table of Contents
Executive Summary
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- Impact of COVID-19 on air care products
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- Figure 1: Short-, medium- and long-term impact of COVID-19 on air care category, 2021
- The market
- Air care products get a boost due to staying at home during pandemic led lockdowns
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- Figure 2: UK central forecast value sales of air care products market (prepared 27 august 2021), 2016-26
- Companies and brands
- Own-label leads non-electric market share with extensive investment in NPD
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- Figure 3: Brand shares in value sales of continuous non-electric air fresheners, 2021
- Air Wick leads the continuous electric air care products segment
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- Figure 4: Brand shares in value sales of continuous electric air fresheners, 2021
- Functional benefits led to manual air fresheners’ double digit growth
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- Figure 5: Brand shares in value sales of manual air fresheners, 2021
- New fresh product launches led launch activity and innovations
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- Figure 6: New product development in the air care products category, by launch type, 2016-21
- The consumer
- Invest in innovation to fight the declining penetration
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- Figure 7: Types of air care products used in the last 12 months, 2019-21
- Tackle decline in frequency of purchase with experiential shopping
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- Figure 8: Frequency of air care product purchase, 2021
- Develop online channel to cater to growing demand of online shopping
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- Figure 9: Point of purchase of air care products, 2021
- Experiential products can drive growth of premium products
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- Figure 10: Behaviours around usage of air care products, 2021
- Health and wellbeing claims will lead air care innovations
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- Figure 11: Interest in air care innovation, 2021
- Make ingredients the core of future innovations
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- Figure 12: Attitudes towards air care products, 2021
Issues and Insights
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- COVID-19 increases the emotional buying process
- Ingredient transparency will become more critical
The Market – Key Takeaways
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- COVID -19 steered air care products towards substantial growth
- Pandemic will pave the way for online sales of air care products
- Health and environmental concerns will be under the spotlight
Market Size and Performance
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- Air care category witnesses an unprecedented growth
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- Figure 13: Short-, medium- and long-term impact of COVID-19 on the air care category, 1 September 2021
- Air care market will register a record growth in 2021
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- Figure 14: Market size for air care, 2016-21 (prepared on 27 August 2021)
Market Forecast
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- Expect the air care market to stabilise by 2023
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- Figure 15: UK central forecast value sales of air care products market, 2016-26
- Ingredient transparency and innovations will give brands leverage
- Market drivers and assumptions
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- Figure 16: Key drivers affecting Mintel’s market forecast, 2015-25
- Forecast methodology
COVID-19 Scenario Performance
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- Mintel’s approach to predicting the impact of COVID-19
- Fundamental differences in how COVID-19 is affecting consumer markets
- Air care category will continue to stay in demand
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- Figure 17: COVID-19 scenario forecasts for the air care market, 2016-26
- Expect air care market to gain in central scenario and extended recovery
- Rapid recovery will be detrimental for the category
- COVID-19 market disruption: risks and outcomes
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- Figure 18: Summary of Mintel scenario expectations and the impact on the air care market, 2021
Market Segmentation
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- Non-electric segment continues to lead the air care market
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- Figure 19: UK retail value sales of air care products, by segment, 2019-21 (est)
- Continuous electrical air fresheners lose market share
- Manual air fresheners boast functional claims
- Car fresheners decline due to reduced driving occasions
Channels to Market
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- Grocery multiples continue to dominate the market
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- Figure 20: UK retail value sales of air care products, by outlet type, 2019-21 (est)
- Discounters continued operations despite roadblocks
Market Drivers
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- Consumer confidence rolls up
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- Figure 21: Trends in consumer sentiment for the coming year, 2009-21
- Spotlight air purification properties
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- Figure 22: Estimated total greenhouse gas emissions, UK, 1990-2020 (provisional)
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- Figure 23: IBUKI air purifier & essential oil diffuser for aromatherapeutic effect, 2021
- Call for transparency about sustainability initiatives
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- Figure 24: Beefayre teams up with bbc radio for Big Bee Challenge and launch of bee-themed playlist, 2021
- Urgent imminent need to reduce carbon emissions
- Demand for ingredient transparency reaches new heights
- Cater to the growing online trade channel
Companies and Brands – Key Takeaways
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- Expect an increase in demand of health and wellbeing related claims
- Focus on basic functionalities of air care products
- Distribute media plan to relevant channels
Market Share
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- Continuous non-electric segment witnesses an upsurge
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- Figure 25: Brand shares in value sales of continuous non-electrical air fresheners, year ending June 2020 and 2021
- Play a balancing act on product claims in continuous electric air care segment
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- Figure 26: Brand shares in value sales of continuous electrical air fresheners, year ending June 2020 and 2021
- Manual air fresheners served functional needs during lockdowns
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- Figure 27: Brand shares in value sales of manual air fresheners, year ending June 2020 and 2021
Launch Activity and Innovation
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- Air care continues to grow amidst pandemic
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- Figure 28: Share of NPD in the household care sector, by category, 2016- 21
- Candles grow during the pandemic due to wellbeing focus
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- Figure 29: New product development in the air care products category, by sub-category, 2016-21
- Figure 30: Candles with specific mental wellbeing claims, 2020
- Demand during pandemic led to investment in new product launches
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- Figure 31: New product development in the air care products category, by launch type, 2016-21
- Figure 32: Distinct new air care product launches, 2020
- Keep basic functional products alive
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- Figure 33: New product laucnhes with functional claims, 2020
- Decline in NPD share for major brands
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- Figure 34: New product launches in air-care category, by ultimate company and other, 2020
- Wax Lyrical plays on provenance and aromatherapy
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- Figure 35: Wax Lyrical’s new notes added to its mindfulness collection, 2020
- Rituals unique take on religious and spiritual beliefs
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- Figure 36: Rituals taps religious beliefs in its new mini home fragrance sticks range, 2020
- Yankee Candle invests in devices
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- Figure 37: Yankee candle introduces devices in the UK market, 2020-21
- Growth in private label attributes to new product development
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- Figure 38: New product launches in air-care category, by own-label vs branded products, 2016-2021
- Figure 39: Private label new product launches with natural claims, 2020
- Botanical and herbal claims tap into health concerns
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- Figure 40: Leading claims in the air care products category, based on top claims, 2019-21
- Figure 41: Botanical/ Herbal new product launches within powered air fresheners, 2020
- M&S expands Apothecary range of candles and sprays
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- Figure 42: Marks and Spencer’s Apothecary range carrying botanical/herbal claim, 2020
- Tap into aromatherapy to position as wellbeing enhancers
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- Figure 43: Aromatherapy new product launches in non-powered air fresheners segment, 2020
- Figure 44: Aromatherapy candles with additional claims, 2020
- Fragrances with calming effect gain momentum
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- Figure 45: Leading fragrances in air care product launches, by top fragrance component groups, 2019-21
- Figure 46: Botanica by Air Wick’s Green/ Herbal/ Woody fragrances launches with provenance claims, 2020
Advertising and Marketing Activity
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- Procter & Gamble as the forerunner in campaign activity
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- Figure 47: Total above-the-line, online display and direct mail advertising expenditure on air care products, by leading advertisers, 2020
- Figure 48: Total above-the-line, online display and direct mail advertising expenditure on air care products, by leading brands, 2020
- Febreze targets “stay at home” trend
- Tap into consumer inquisitiveness by talking about ingredients
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- Figure 49: Puressentiel’s air spray with 41 essential oils, 2020
- Botanica by Air Wick’s ‘Inspired by Nature’ campaign focusses on ingredients
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- Figure 50: Air Wick Botanica – Inspired by Nature talks about ingredients , 2020
- Television expands to dominate above-the-line ad sales
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- Figure 51: Total above-the-line, online display and direct mail advertising expenditure on air care products, by media type, 2019-21
- Glade’s Lapland collection will take winner to Lapland in 2022
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- Figure 52: Glade’s Limited Edition range launched at Christmas, 2020
- Brands look beyond sustainability to regeneration
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- Figure 53: Botanica by Air Wick – Bring Nature Back talks about regeneration , 2020
- Figure 54: Puressentiel launches Fondation puressentiel 2022 Call for Projects
- Create long lasting memories through unique campaigns
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- Figure 55: Urban Apothecary’s dramatised digital campaign, 2020
- Figure 56: ASMR inspired Air Wick connect to nature advertisement, 2021
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 57: Attitudes towards and usage of selected brands, 2021
- Key brand metrics
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- Figure 58: Key metrics for selected brands, 2021
- Febreze is a highly trusted brand
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- Figure 59: Attitudes, by brand, 2021
- Yankee Candle is known for being fun
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- Figure 60: Brand personality – macro image, 2021]
- Air Wick and Glade stand for efficacy and reliability
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- Figure 61: Brand personality – micro image, 2021
- Brand analysis
- Wax Lyrical’s premium positioning captures interest among high income groups
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- Figure 62: User profile of Wax Lyrical, 2021
- Febreze benefits from its functional reputation
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- Figure 63: User profile of Febreze, 2021
- Yankee Candle fun quotient appeals to women
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- Figure 64: User profile of Yankee Candle, 2021
- Rituals continues to hold a premium brand image
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- Figure 65: User profile of Rituals, 2021
- Air Wick can target young consumers with green credentials
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- Figure 66: User profile of Air Wick, 2021
- Glade’s mainstream brand boost accessibility
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- Figure 67: User profile of Glade, 2021
- Neutradol’s functional claims benefit larger households
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- Figure 68: User profile of Neutradol, 2021
- Reading word clouds
The Consumer – Key Takeaways
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- Innovations will be the key to maintain post-pandemic growth
- Ingredient transparency will be the key to consumer trust
- Cater to online shoppers
Impact of COVID-19 on Consumer Behaviour
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- Waning consumer concerns around coronavirus
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- Figure 69: Concern of exposure risk to COVID-19/coronavirus, 2020-21
- Time to emphasise product innovations
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- Figure 70: Puressentiel Pure Scents Purifying Air Spray and Rest & Relax Air Spray
- Design marketing strategy around transparent communication
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- Figure 71: Candle launches with Ethical – Charity claims, 2020-21
- Build sales strategy to cater to online consumers
Usage of Air Care Products
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- Address the change in product’s usage pattern
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- Figure 72: Types of air care products used in the last 12 months, 2019-21
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- Figure 73: Repertoire of air care products used in the last 12 months, 2021
- Invest in innovation to increase penetration
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- Figure 74: – Bio Spectra Attitude Nature + Technology Green Apple & Basil Natural Air Purifier made with activated carbon to purify air by absorbing pollutants and eliminating odours, 2021
- Solve the chemical versus natural muddle to encourage usage
- Drop in car fresheners due to reduced driving occasions
Air Care Product Purchase Frequency
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- Use purchase frequency to parse target audience
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- Figure 75: Frequency of air care product purchase, 2021
- Offer experiential purchase environment to experimental consumers
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- Figure 76: Iggy Box’s monthly subscription service for artisan candles, 2021
- Communicate to increase purchase frequency
Point of Purchase of Air Care Products
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- Tend to the growing online channel
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- Figure 77: Point of purchase of air care products, 2021
- Bring back the pre-pandemic momentum for in-store
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- Figure 78: In-store purchase of air care products, 2021
- Create distinct image for ecommerce channel
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- Figure 79: Online purchase of air care products, 2021
Usage Behaviours around Air Care Products
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- Cater to the experimental consumer
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- Figure 80: Behaviours around usage of air care products, 2021
- Tap into nostalgia-driven consumers
- Premium products have potential to grow
Interest in Air Care Innovation
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- Lingering health concerns bring spotlight to indoor air quality
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- Figure 81: Interest in air care innovation, 2021
- Room for air care products targeting pet odour
- Focus on self-care is expected to continue
Attitudes towards Air Care products
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- Use packaging to share product ingredients information
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- Figure 82: Attitudes towards air care products, 2021
- Find ways to make ingredient information accessible
- Prove efficacy of naturalness
- Establish consumer connect over heightened concerns about the planet
- Address parents’ anxiousness around health impacts
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
Appendix – Central Forecast Methodology
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- Market forecast and prediction intervals
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- Figure 83: UK central forecast value sales of air care products market (prepared 27 august 2021), 2016-26
- Market drivers and assumptions
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- Figure 84: Key drivers affecting Mintel’s market forecast, 2021-26
- Forecast methodology
Appendix: COVID Scenario Performance Methodology and Assumptions
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- Scenario performance
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- Figure 85: COVID-19 scenario forecasts for the UK air care market, 2016-26
- Rapid COVID recovery, central and extended COVID disruption scenarios outline
- Scenario methodology
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