Table of Contents
Executive Summary
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- Market overview
- Market experiences moderate gains
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- Figure 1: Total US sales and fan chart forecast of aircare market, at current prices, 2014-24
- Top takeaways
- Key trends
- Consumers find reasons to use fewer aircare products
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- Figure 2: Repertoire of product usage, by age, parental status, November 2019
- Format fatigue gives rise to newer formats
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- Figure 3: Usage of select aircare products, December 2016, October 2018 and November 2019
- Fragmented retail market turns to customization to engage shoppers
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- Figure 4: Retailers shopped, November 2019
- Brands move toward new era of transparency
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- Figure 5: Attitudes and behaviors toward aircare ingredients and scents, November 2019
- What it means
The Market – What You Need to Know
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- Market maintains stable growth
- Majority of spend allocated toward candles
- Adjacent categories, technology threaten sales
Market Size and Forecast
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- Aircare sales experience slow gains
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- Figure 6: Total US sales and fan chart forecast of aircare market, at current prices, 2014-24
- Figure 7: Total US retail sales and forecast of aircare products, at current prices, 2014-24
Market Breakdown
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- Candles are largest segment, post strongest gains
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- Figure 8: WoodWick Humidor Scented Candle
- Figure 9: Total US retail sales and forecast of aircare products, by segment, at current prices, 2014-19
- Other channels command majority of sales
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- Figure 10: Total US retail sales of aircare products, by channel, at current prices, 2017 and 2019
Market Perspective
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- Competition from within and outside of the category will challenge brands
- Air monitoring exposes the home
- Scent substitution challenges value of aircare
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- Figure 11: SC johnson glade, Mrs. Meyer’s Clean Day
Market Factors
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- For some, the home no longer “feels” like home
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- Figure 12: Homeownership rate, 2008-18
- Figure 13: Homesick New York City Home Fragrance Oil
Key Players – What You Need to Know
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- SCJ maintains lead but losing share
- Green goes mainstream, wellbeing becomes one with aircare
- Mass, value-focused brands struggles to compete with private label
- Science, technology and sustainability will play a role in future market
Manufacturer Sales of Aircare
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- SCJ losing share to P&G, smaller brands
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- Figure 14: Opalhouse target private label line
- Sales of aircare by company
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- Figure 15: MULO sales of aircare products, by leading companies, rolling 52 weeks 2018 and 2019
What’s Happening
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- Seasonality claims decline, natural and eco claims gain momentum
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- Figure 16: Share of US aircare product launches, by select claims, 2014-19
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- Figure 17: Everspring
- Removing odor and unwanted ingredients
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- Figure 18: Fresh Wave Lavender Odor Removing Spray
- Brands flex around holistic wellbeing trends
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- Figure 19: US aircare NPD with aromatherapy claims, Jan 2014-Dec 2019
What’s Struggling
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- Private label challenging mass and value-focused brands
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- Figure 20: MULO sales of select candles, by leading companies and brands, rolling 52 weeks 2018 and 2019
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- Figure 21: Private label candles
What to Watch
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- Candle gift sets could make a comeback
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- Figure 22: Diptyque advent calendar, October 2019
- Balancing bacteria for cleaner air
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- Figure 23: Counter culture clean, November 2019
- New formats and scent diffusion experiences: technology and portables
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- Figure 24: Diptyque Prêts-à-Parfumer Perfumed Brooch
- Sustainability will become an expectation
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- Figure 25: SunLeaf Orange Ginger Candle in a Glass
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- Figure 26: Convivial refill Instagram story
The Consumer – What You Need to Know
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- Majority of adults use one or two products
- Motivations moving from functional to discretionary
- Candle market becomes more fragmented
- Younger shoppers spread their spend across retailers
- Consumers seek ingredient transparency
- Adults adventurous with new scents, but perhaps not brands
Aircare Usage
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- Shifts in usage reflect format fatigue, healthier alternative interests
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- Figure 27: Aircare usage, December 2016, October 2018 and November 2019
- Aircare inventory narrows
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- Figure 28: Repertoire of product usage, November 2019
- Elevated usage among younger adults, parents
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- Figure 29: Repertoire of product usage, by age, parental status, November 2019
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- Figure 30: Aircare usage, by age, parental status, November 2019
Aircare Usage Motivators
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- A paradigm shift in motivations
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- Figure 31: Aircare usage motivators, November 2019
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- Figure 32: Select aircare usage motivators, by aircare product usage, November 2019
- Younger adults use aircare for variety of reasons
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- Figure 33: Select aircare usage motivators, by age, November 2019
Shopping for Candles
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- The candle retail market remains highly fragmented
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- Figure 34: Retailers shopped for scented candles, by age, November 2019
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- Figure 35: The candle bar
- Scent tops the priority list for candles
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- Figure 36: Scented candle purchase influencers, November 2019
- Younger candle shoppers value ingredients and eco-benefits
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- Figure 37: Select scented candle purchase influencers, by age, November 2019
Shopping for Air Fresheners and Essential Oils
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- Air freshener, essential oil shopping driven by value, convenience
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- Figure 38: Target Everspring line, August 2019
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- Figure 39: Retailers shopped for air freshener and essential/scented oil, November 2019
- Younger shoppers skipping mass for lifestyle retailers
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- Figure 40: Select retailers shopped for air freshener and essential/scented oil, by age, November 2019
- Function drives air fresheners, health drives essential oils
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- Figure 41: Air freshener and essential/scented oil purchase influencers, November 2019
- Younger shoppers look for ingredient claims
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- Figure 42: Select air freshener and essential/scented oil purchase influencers, by age, November 2019
Attitudes and Behaviors toward Aircare Ingredients
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- A call for greater transparency
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- Figure 43: Febreze ONE candle and Everspring essential oil
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- Figure 44: Attitudes and behaviors toward ingredients, November 2019
- Heavier users experience heightened ingredient concerns
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- Figure 45: Select attitudes and behaviors toward ingredients, by repertoire of product usage, November 2019
- Importance of ingredients, natural claims decline with age
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- Figure 46: Select attitudes and behaviors toward ingredients, by age, November 2019
Attitudes and Behaviors toward Aircare
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- Scent variety remains critical
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- Figure 47: Attitudes and behaviors toward aircare, November 2019
- Customized and controlled scent experiences interest 18-54’s
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- Figure 48: Select attitudes and behaviors toward aircare scents and innovations, by age, November 2019
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – The Market
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- Figure 49: Total US retail sales and forecast of aircare products, at inflation-adjusted prices, 2014-24
- Figure 50: Total US retail sales and forecast of aircare products, by segment, at current prices, 2014-19
- Figure 51: Total US retail sales of aircare products, by segment, at current prices, 2017 and 2019
- Figure 52: Total US retail sales and forecast of candles, at current prices, 2014-19
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- Figure 53: Total US retail sales and forecast of home air fresheners, at current prices, 2014-19
- Figure 54: Total US retail sales and forecast of vehicle air fresheners, at current prices, 2014-19
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Appendix – Retail Channels
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- Figure 55: Total US retail sales of aircare products, by channel, at current prices, 2014-19
- Figure 56: Total US retail sales of aircare products, by channel, at current prices, 2017 and 2019
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Appendix – Key Players
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- Figure 57: Multi-outlet sales of candles, by leading companies and brands, rolling 52 weeks 2018 and 2019
- Figure 58: Multi-outlet sales of home air fresheners, by leading companies and brands, rolling 52 weeks 2018 and 2019
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- Figure 59: Multi-outlet sales of vehicle air fresheners, by leading companies and brands, rolling 52 weeks 2018 and 2019
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