After a couple of sluggish years, the air fresheners market is showing signs in early 2014 of renewed value growth, with sales estimated to increase by 5% to £460 million by the end of the year. Compared to a few years ago, the sector is seeing less innovation in terms of format development and new functionality for air fresheners, but a bigger focus on the regular updating of scents and fragrance collections.

During 2013/14, the leading brands have been adding a wide range of new fragrances to their existing product ranges, with an important element of this being seasonal and limited edition fragrances. In early 2014 the Air Wick UK National Parks Collection was launched, but other ranges receiving strong support are the Febreze Sleep Serenity Collection targeted at bedrooms and Glade Discreet.

This report examines all of the major products making up the UK air fresheners market, and uses consumer research to look at usage of different products, where air fresheners are used most frequently, how often users of air freshener units replace refills, attitudes towards scented candles and other product types and what might encourage more people to use car air fresheners.


The report examines the retail market for the following air care products:

  • Aerosol and pump sprays

  • Continuous electrical air fresheners, including plug-ins and battery-operated/automatic sprays, including timed release

  • Continuous non-electrical air fresheners, including blocks/gels, non-battery-powered click sprays and scented oils/reed diffusers

  • Scented candles and oil burners

  • Kitchen appliance fresheners

  • Carpet/vacuum fresheners

  • Car fresheners.

Excluded from market size data in this report are fabric fresheners (for upholstery and clothing), incense and household fragrances primarily used for repelling insects (eg citronella), although usage of fabric fresheners and incense is examined in the consumer research.

Market size data cover products sold through supermarkets, convenience stores, discounters and chemist/drugstores. Sales of products through retailers of housewares such as department stores, home furnishing stores, card and gift shops, beauty stores and garden centres are excluded. For car fresheners, estimates of sales through DIY/car shops are included.

Value figures throughout this report are at retail selling prices (rsp) unless otherwise stated. Market sizes at constant 2013 prices are calculated using Mintel’s Household Goods deflator.

Crown copyright material is reproduced with the permission of the Controller of HMSO and the Queen’s Printer for Scotland.


AISE International Association for Soaps, Detergents and Maintenance Products
BCA British Car Auctions
DIY Do it Yourself
GNPD Global New Products Database. For more information please contact Mintel on +44 (0)20 7606 4533
IRI Information Resources, Inc.
NPD New Product Development
P&G Procter & Gamble
RB Reckitt Benckiser
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