Table of Contents
Overview
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- What you need to know
- Covered in this Report
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast of retail sales of air care market, China 2011-21
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- Figure 2: Segment share of air care retail market, by sales value, China 2011-16
- Companies and brands
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- Figure 3: Leading companies’ market share in air care, by sales value, China 2014-16
- The consumer
- Growing usage of car air fresheners, incense, scented oils and candles
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- Figure 4: Air care products used in past 12 months, November 2016 vs August 2013
- Gifting opportunities arising in air care
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- Figure 5: Who purchased air care products, November 2016
- Gel air fresheners need to lift product image
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- Figure 6: Correspondence analysis – Perceptions of different types of air care products, November 2016
- Floral, light and fresh fragrances are winning hearts
- Air care products need to go beyond odour elimination
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- Figure 7: Functions expected from an ideal air care product, November 2016
- Competition will intensify in premium air care
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- Figure 8: Purchase intention of air care products with different innovative features, % of definitely would buy, November 2016
- What we think
Issues and Insights
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- Growing demand for natural scents
- The facts
- The implications
- Opportunities for air care brands in addressing pollution concerns
- The facts
- The implications
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- Figure 9: Examples of air care products addressing pollution, UK and Canada, 2015-16
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- Figure 10: Example of air care products claiming to improve air quality and family health, UK 2016
- Responding to consumer demand for emotional wellbeing
- The facts
- The implications
The Market – What You Need to Know
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- Slowing growth, but still strong in household care
- Mixed performance across segments
- Key trends: demand for natural products, pollution treatment and home ambience
Market Size and Forecast
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- Slower growth resulted from mixed segment performance
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- Figure 11: Retail sales of total air care market, China 2011-16
- Figure 12: Growth rate of retail market sales in household care, by segment, China 2013-15
- Stronger growth might come back as living standards improve
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- Figure 13: Best- and worst-case forecast of retail sales of air care market, China 2011-21
Market Factors
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- Lifestyle changes bring different needs in deodorising
- Demand for natural products
- Addressing indoor pollution becomes an important yet unmet need
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- Figure 14: Concerns about different types of pollution, May 2015
- More demand for home ambience and personal wellbeing
- Growth in passenger car sales drives car air fresheners
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- Figure 15: New passenger car sales, China 2012-16
- Low innovation is limiting growth
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- Figure 16: Segment share of new product launches in household care, by China, Japan, South Korea, US and UK, 2014-16
- Figure 17: Share of air care sales in total household care, by China, Japan, UK and US 2015
Market Segmentation
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- Leading segments give way to niche segments
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- Figure 18: Segment share of air care retail market, by sales value, China 2011-16
- Struggling aerosol segment
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- Figure 19: Retail sales value and annual growth of air care market, by segment, China 2011-16
- Mixed performance in slow release
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- Figure 20: Value of imported air care products to China, 2014-16
- Car air fresheners and scented candles continue their strong growth
Key Players – What You Need to Know
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- Premium brands perform stronger, but new competition is emerging
- More creative ways of naming fragrances, yet fragrance choices are limited
- Ways to justify premiumness
Market Share
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- Premium brands drive success
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- Figure 21: Leading companies’ market share in air care, by sales value, China 2014-16
- Newcomers to notice
Competitive Strategies
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- Technology and imported ingredients as premium justification
- Channels to market becoming more diversified
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- Figure 22: E-commerce value, by B2C and C2C, China 2011-15
- Figure 23: Imported air care products in high-end supermarket, Shanghai 2016
- A gap in fragrance varieties for brands to fulfil
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- Figure 24: Top 10 fragrance component groups in new air care product launches, China, Japan, UK and US, 2014-16
- More creative ways of naming fragrances
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- Figure 25: Fragrance collections by local air care brand, Shanghai 2016
- Figure 26: Fragrance names by local air care brand, Shanghai 2016
Who’s Innovating?
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- Tapping into consumer needs for natural and clean fragrances
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- Figure 27: Share of fresh & clean fragrance in new air care products, China, Japan, UK and US, 2014-16
- Figure 28: Top 10 fragrances in new air car products with fresh & clean fragrance group, China, Japan, UK and US 2014-16
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- Figure 29: Examples of new air care products with fresh & clean fragrance, US and UK
- Innovative product design
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- Figure 30: Electric-powered gel air care product, Shanghai 2016
- Asian markets are still focusing on odour neutralising claims
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- Figure 31: Top ten claims in air care new product launches, by China, Japan, Korea, US and UK, 2013-16
- Figure 32: Examples of new air care products with instant odourising claims, Japan 2016
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- Figure 33: Examples of new air care products with environmentally-friendly claims, US 2016
- Global innovation worth knowing
- High tech innovations emerging in air care
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- Figure 34: Febreze Connect, US 2016
- Mood-changing scents
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- Figure 35: Mood-changing scents, US 2016
- Air fresheners for vacuum cleaners
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- Figure 36: Examples of new air care products for vacuum cleaners, Denmark and Germany
- Anti-odour fridge air freshener to keep vegetables fresh for longer
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- Figure 37: Example of new air care product for fridge, Vietnam 2015
- Good enough to eat
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- Figure 38: Examples of new air care products with food and beverage-inspired fragrances, US, Canada and Brazil 2015-16
- SC Johnson’s format innovations in North and Latin America
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- Figure 39: Example of Glade air care new product in US, 2016
- Figure 40: Examples of Glade new air care products in Latin America, 2015-16
The Consumer – What You Need to Know
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- Usage is up in car air care, scented oils, incense and scented candles
- Premium air care users are skewed to females under-30
- Product perception explains usage trends
- Floral fragrances still popular but consumers are open to explore scents
- High demand for products addressing pollution and emotional wellbeing
Usage of Air Care Products
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- Trends in product usage
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- Figure 41: Air care products used in past 12 months, November 2016 vs August 2013
- Different profile of instant and continuous air care users
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- Figure 42: Air care products used in past 12 months, by type of users, November 2016
- Who are using ambience-enhancing air care products?
- City and regional differences prevail
Purchase of Air Care Products
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- Scented oils, candles and incense show highest gifting opportunities
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- Figure 43: Who purchased air care products, November 2016
- 25-39-year-old females are more likely to be main purchasers
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- Figure 44: Who purchased reed diffusers and scented candles, November 2016
Product Perception
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- Solid/gel air fresheners are considered most harmful to health
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- Figure 45: Correspondence analysis – Perceptions of different types of air care products, November 2016
- Young males and females think differently
Fragrance Preference
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- Floral fragrances still by far the most popular
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- Figure 46: Favourite scent in daily life, November 2016
- Open-minded yet not very imaginative
Appealing Product Functions
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- Anti-pollution and mood-lifting as important as odour elimination
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- Figure 47: Functions expected from an ideal air care product, November 2016
- Be realistic about solving air pollution for high earners
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- Figure 48: Gap between high and low earners in expected air care product functions, November 2016
- Premium air care product users more likely to look for emotional benefits
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- Figure 49: Selected functions expected from an ideal air care product, by air care products used in past 12 months, November 2016
Innovation Opportunities
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- Household care brands still lead, but only by a small margin
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- Figure 50: Purchase intention of air care products launched by different types of brands, November 2016
- Floral and plant scent garner strongest interest
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- Figure 51: Purchase intention of air care products with different types of scent, November 2016
- Premium buyers show more interest in seasonal products, adjustable scent strength and multi-scents
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- Figure 52: Purchase intention of air care products with different innovative features, November 2016
- Figure 53: Purchase interest in selected air care products, % of definitely would buy, by selected types of air care products used in the past 12 months, November 2016
Meet the Mintropolitans
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- An essential for MinTs
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- Figure 54: Air care products used in past 12 months, by consumer classification, November 2016
- Still an opportunity for premium gel air fresheners
- Stress/fatigue-relieving benefits best differentiating MinTs and Non-MinTs
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- Figure 55: Top six differentiating functions expected from an ideal air care product, by consumer classification, November 2016
- Seasonal products can be an innovation priority
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- Figure 56: Top six differentiating innovation opportunities in air care, % of definitely would buy, by consumer classification, November 2016
Appendix – Market Size and Forecast
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- Figure 57: Retail sales of total air care market, China 2011-21
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Appendix – Fragrance Preference in Word Cloud
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- Figure 58: Favourite scent in daily life, November 2016
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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