Air freshener sales have been declining over the last few years as a result of macroeconomic conditions that have caused consumers to cut back on their spending, particularly on products such as air fresheners, which are a more discretionary purchase. However, some air freshener brands and product segments have posted sales growth during the review period, indicating that air freshener companies have the potential to drive sales and grow brand awareness in difficult economic conditions. Air fresheners continue to be widely used by many different types of consumers, and air freshener manufacturers and brands should continue exploring ways to engage consumers and secure their purchases even though consumers have cut down on their spending in this category.

The key to success in the air freshener category seems to be in creating and launching products that deliver both odor-fighting capabilities and create freshness in the home. Those attributes give consumers the sense that they are getting the most value for their money, in that they know they can depend on a product’s performance. Ultimately, it’s important that air freshener companies communicate both the functional and emotional benefits that come with using air fresheners, most notably to women and younger consumers.

In order to help companies better understand the air freshener consumer and create products and messaging that drive growth, this report looks to understand how U.S. retail sales have performed in the last few years, what the market forecast looks like between 2012 and 2017, and how macroeconomic conditions are impacting air freshener sales and consumer purchasing behavior. In addition, this report will address competitive categories, what attributes air fresheners can leverage against the competitive set, and how some of the leading brands in the market have achieved success despite the economy being in a state of recovery. Consumer attitudes and purchase habits will also be analyzed in this report so that air freshener manufacturers and brands can understand how consumers are purchasing air fresheners, their product usage, and what scents they are looking for.