Table of Contents
Executive Summary
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- The market
- Market contracts slightly from 2016-17; slow future projected growth
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- Figure 1: Total US sales and fan chart forecast of air care products, at current prices, 2012-22
- The issues
- Unscented preferences, absence of odors prohibit use for some
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- Figure 2: Select usage barriers, November 2017
- Importance of discounts signals disengagement in the category
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- Figure 2: Select purchase Influencers, by product type, November 2017
- The opportunities
- Emphasize fun and celebration to widen penetration and increase demand
- Yankee Candle is one example of a brand whose products embrace fun and celebration, as unique scents such as Peeps allow adults to act like kids again, and a wide variety of scents encourage experimentation (see What’s Working?).
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- Figure 3: Select usage drivers, November 2017
- Strengthen product association with specific odors to compel users
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- Figure 4: Select smell sources, by select product usage, November 2017
- Target certain demographics to reach a captive audience
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- Figure 5: Select product usage, by those aged 18-34, parental status, and Hispanic origin, November 2017
- What it means
The Market – What You Need to Know
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- Market contracts slightly from 2016-17, slow future projected growth
- Candle sales decline while home, vehicle air fresheners grow
- Smoking trends, scent delivery from other industries impact market
- Consumer confidence levels, demographic growth help industry
Market Size and Forecast
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- Market contracts slightly from 2016-17, future is slow
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- Figure 6: Total US sales and fan chart forecast of air care products, at current prices, 2012-22
- Figure 7: Total US sales and forecast of air care products, at current prices, 2012-22
Market Breakdown
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- Safety issues, declines within Glade challenge candle sales
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- Figure 8: Total US retail sales of air care products, by segment, at current prices, 2012-17
- Brand growth, innovations help home air freshener sales
- Momentum slows for vehicle air freshener sales
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- Figure 9: Total US retail sales of air care products, by segment, at current prices, 2012-17 (est)
Market Perspective
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- Smoking declines are good news for public health, affect demand
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- Figure 10: Smokers in the US, by high school students and adults, 1965-2014
- Scented surface cleaners, trash bags hinder air care market
- Air pollution issues bring opportunity to widen health benefits
Market Factors
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- Consumer confidence bodes well for spending in air care
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- Figure 11: Consumer Sentiment Index, January 2007-December 2017
- Hispanic, Black population growth is positive for air care market
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- Figure 12: Population by race and Hispanic origin, 2017-22
Key Players – What You Need to Know
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- Market share leader experiences flat sales and share growth
- Products, brands addressing usage drivers experience growth
- Broad-line candles, private label air fresheners beat out by more expensive options
- Hygge, essential oils begin to shape the industry
Company and Brand Sales of Air Care
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- Most MULO manufacturers struggle to achieve growth
- Leader S.C. Johnson sees flat sales and share growth
- P&G capitalizes on market trends to achieve growth
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- Figure 13: Multi-outlet sales of air care, by leading companies, rolling 52 weeks 2016 and 2017
What’s Working?
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- Products addressing (and communicating) consumer needs grow
- Air care items that create a pleasant ambiance see growth
- Brands encourage experimenting with scents and having fun
- Subtler scents gain traction as some prefer an unscented space
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- Figure 14: Febreze ONE fabric and air mist commercial, October 30, 2017
- Male-positioned air care products establish a presence
What’s Struggling?
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- Specialty brands challenge broad-line candles such as Glade
- Private label air fresheners struggle to keep pace
What’s Next?
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- New wave of demand for air care possible as hygge takes hold
- Mass brands make the leap into essential oils, diffusers
The Consumer – What You Need to Know
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- Use of air care is widespread
- Usage drivers are both functional and experiential
- Users rely on different products to treat various odors
- Users appreciate promotions, experimenting in the category
- Category users prioritize scent, discounts regardless of format
- Preferring an unscented space is top usage barrier
Product Usage and Frequency
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- Products addressing usage drivers have highest penetration
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- Figure 15: Product usage, November 2017
- Category enjoys frequent use
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- Figure 16: Usage frequency of air fresheners, wax melts, and scented candles, November 2017
- Women are heavier category users than men
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- Figure 17: Select product usage, by gender, November 2017
- 18-34s, parents use wider variety of air care products
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- Figure 18: Select product usage, by age, November 2017
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- Figure 19: Select product usage, by parental status, November 2017
- Hispanics, Black consumers are above-average category users
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- Figure 20: Select product usage, by Hispanic origin and race, November 2017
Usage Drivers
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- Primary usage drivers are two-pronged
- Secondary usage drivers address persistent smells, cleanliness
- Supplemental usage drivers focus on fun and celebration
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- Figure 21: Usage drivers, November 2017
- Heavier users report more reasons for using air care
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- Figure 22: Usage drivers, by usage group, November 2017
- Women cite experiential drivers, men take functional approach
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- Figure 2: Usage drivers, by age and gender, November 2017
- A clean home is a heightened priority for Hispanics, Black consumers
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- Figure 23: Usage drivers, by race and Hispanic origin, November 2017
Smell Sources
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- Air care used more for temporary odors
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- Figure 24: Smell sources, November 2017
- Consumers rely on certain products to eliminate specific smells
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- Figure 25: Select smell sources, by select product usage, November 2017
- Air care use for specific odors varies by age group, life stage
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- Figure 26: Select smell sources, by age, November 2017
- Pet ownership, smoking explain differences by race and Hispanic origin
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- Figure 27: Select smell sources, by race and Hispanic origin, November 2017
Purchase Behavior
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- Category is promotional, experimental to users
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- Figure 28: Purchase behavior, November 2017
- Reasons for purchase inform behaviors
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- Figure 29: Purchase behavior, by select usage drivers, November 2017
- Age influences purchase behavior
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- Figure 30: Select purchase behaviors, by age, November 2017
- Parents are promotionally driven, experiential
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- Figure 31: Select purchase behaviors, by parental status, November 2017
Purchase Influencers
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- Purchase influencers similar across products
- Scent dictates air care purchases, followed by discounts
- Secondary criteria can further differentiate products
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- Figure 32: Purchase influencers, by product, November 2017
- 18-34s are prime audience for new air care launches
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- Figure 33: Select purchase influencers, by age and parental status, November 2017
Usage Barriers
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- Unscented preferences are primary barrier to use
- Some don’t have odors to eliminate
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- Figure 34: Usage barriers, November 2017
- Female non-users report more strongly felt barriers
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- Figure 35: Select usage barriers, by gender, November 2017
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations and terms
- Abbreviations
- Terms
Appendix – The Market
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- Figure 36: Total US sales and forecast of air care products, at inflation-adjusted prices, 2012-22
- Figure 37: Total US sales and forecast of air care products, by segment, at current prices, 2012-22
- Figure 38: Total US retail sales and forecast of candles, at current prices, 2012-22
- Figure 39: Total US retail sales and forecast of home air fresheners, at current prices, 2012-22
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- Figure 40: Total US retail sales of air care products, by channel, at current prices, 2012-2017
- Figure 41: Total US retail sales of air care products, by channel, at current prices, 2015 and 2017
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Appendix – Key Players
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- Figure 42: Multi-outlet sales of candles, by leading companies and brands, rolling 52 weeks 2016 and 2017
- Figure 43: Multi-outlet sales of home air fresheners, by leading companies and brands, rolling 52 weeks 2016 and 2017
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- Figure 44: Multi-outlet sales of vehicle air fresheners, by leading companies and brands, rolling 52 weeks 2016 and 2017
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Appendix – The Consumer
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- TURF analyses
- Methodology
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- Figure 45: TURF Analysis – Purchase influencers for wax melts, November 2018
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- Figure 46: Table – TURF Analysis – Purchase influencers for wax melts, November 2018
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- Figure 47: TURF Analysis – Purchase influencers for air fresheners, November 2018
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- Figure 48: Table – TURF Analysis – Purchase influencers for air fresheners, November 2018
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- Figure 49: TURF Analysis – Purchase influencers for scented candles, November 2018
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- Figure 50: Table – TURF Analysis – Purchase influencers for scented candles, November 2018
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- Figure 51: Target air care seasonal end-cap display, December 2017
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