What you need to know
The air care category experienced a decline of 0.2% in 2018 compared to 2017, mainly due to a decline in consumer interest and rise in apprehension towards the category. The market is expected to remain flat at £501 million in 2019.
The increase of influence from own-label, concerns over the environment and lack of clarity of product content are inhibiting market growth. However, the category seems to have had a paradigm shift away from being functional and drifting more towards a wellbeing category, offering potential for brands to broaden their product range and positioning them in line with the wellbeing and lifestyle category.
Products covered in this Report
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 incense is examined in the consumer research.
Market size data covers products sold through supermarkets, convenience stores, discounters and chemists/drugstores. Sales of products through retailers of housewares such as department stores, home furnishing stores, card and gift shops, beauty stores, garden centres and internet specialists are excluded. For car fresheners, estimates of sales through DIY/car shops are included.
