Aircare - US - January 2020

OVERVIEW
What you need to know
Definition
EXECUTIVE SUMMARY 
Market overview
Market experiences moderate gains
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
Figure 2: Repertoire of product usage, by age, parental status, November 2019
Format fatigue gives rise to newer formats
Figure 3: Usage of select aircare products, December 2016, October 2018 and November 2019
Fragmented retail market turns to customization to engage shoppers
Figure 4: Retailers shopped, November 2019
Brands move toward new era of transparency
Figure 5: Attitudes and behaviors toward aircare ingredients and scents, November 2019
What it means
THE MARKET – WHAT YOU NEED TO KNOW
Market maintains stable growth
Majority of spend allocated toward candles
Adjacent categories, technology threaten sales
MARKET SIZE AND FORECAST
Aircare sales experience slow gains
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
Candles are largest segment, post strongest gains
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
Figure 10: Total US retail sales of aircare products, by channel, at current prices, 2017 and 2019
MARKET PERSPECTIVE
Competition from within and outside of the category will challenge brands
Air monitoring exposes the home
Scent substitution challenges value of aircare
Figure 11: SC johnson glade, Mrs. Meyer’s Clean Day
MARKET FACTORS 
For some, the home no longer “feels” like home
Figure 12: Homeownership rate, 2008-18
Figure 13: Homesick New York City Home Fragrance Oil
KEY PLAYERS – WHAT YOU NEED TO KNOW 
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
SCJ losing share to P&G, smaller brands
Figure 14: Opalhouse target private label line
Sales of aircare by company
Figure 15: MULO sales of aircare products, by leading  companies, rolling 52 weeks 2018 and 2019
WHAT’S HAPPENING
Seasonality claims decline, natural and eco claims gain momentum
Figure 16: Share of US aircare product launches, by select claims, 2014-19
Figure 17: Everspring
Removing odor and unwanted ingredients
Figure 18: Fresh Wave Lavender Odor Removing Spray
Brands flex around holistic wellbeing trends
Figure 19: US aircare NPD with aromatherapy claims, Jan 2014-Dec 2019
WHAT’S STRUGGLING
Private label challenging mass and value-focused brands
Figure 20: MULO sales of select candles, by leading companies and brands, rolling 52 weeks 2018 and 2019
Figure 21: Private label candles
WHAT TO WATCH
Candle gift sets could make a comeback
Figure 22: Diptyque advent calendar, October 2019
Balancing bacteria for cleaner air
Figure 23: Counter culture clean, November 2019
New formats and scent diffusion experiences: technology and portables
Figure 24: Diptyque Prêts-à-Parfumer Perfumed Brooch
Sustainability will become an expectation
Figure 25: SunLeaf Orange Ginger Candle in a Glass
Figure 26: Convivial refill Instagram story
THE CONSUMER – WHAT YOU NEED TO KNOW 
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
Shifts in usage reflect format fatigue, healthier alternative interests
Figure 27: Aircare usage, December 2016, October 2018 and November 2019
Aircare inventory narrows
Figure 28: Repertoire of product usage, November 2019
Elevated usage among younger adults, parents
Figure 29: Repertoire of product usage, by age, parental status, November 2019
Figure 30: Aircare usage, by age, parental status, November 2019
 AIRCARE USAGE MOTIVATORS 
A paradigm shift in motivations
Figure 31: Aircare usage motivators, November 2019
Figure 32: Select aircare usage motivators, by aircare product usage, November 2019
Younger adults use aircare for variety of reasons
Figure 33: Select aircare usage motivators, by age, November 2019
SHOPPING FOR CANDLES 
The candle retail market remains highly fragmented
Figure 34: Retailers shopped for scented candles, by age, November 2019
Figure 35: The candle bar
Scent tops the priority list for candles
Figure 36: Scented candle purchase influencers, November 2019
Younger candle shoppers value ingredients and eco-benefits
Figure 37: Select scented candle purchase influencers, by age, November 2019
SHOPPING FOR AIR FRESHENERS AND ESSENTIAL OILS 
Air freshener, essential oil shopping driven by value, convenience
Figure 38: Target Everspring line, August 2019
Figure 39: Retailers shopped for air freshener and essential/scented oil, November 2019
Younger shoppers skipping mass for lifestyle retailers
Figure 40: Select retailers shopped for air freshener and essential/scented oil, by age, November 2019
Function drives air fresheners, health drives essential oils
Figure 41: Air freshener and essential/scented oil purchase influencers, November 2019
Younger shoppers look for ingredient claims
Figure 42: Select air freshener and essential/scented oil purchase influencers, by age, November 2019
ATTITUDES AND BEHAVIORS TOWARD AIRCARE INGREDIENTS 
A call for greater transparency
Figure 43: Febreze ONE candle and Everspring essential oil
Figure 44: Attitudes and behaviors toward ingredients, November 2019
Heavier users experience heightened ingredient concerns
Figure 45: Select attitudes and behaviors toward ingredients, by repertoire of product usage, November 2019
Importance of ingredients, natural claims decline with age
Figure 46: Select attitudes and behaviors toward ingredients, by age, November 2019
ATTITUDES AND BEHAVIORS TOWARD AIRCARE
Scent variety remains critical
Figure 47: Attitudes and behaviors toward aircare, November 2019
Customized and controlled scent experiences interest 18-54’s
Figure 48: Select attitudes and behaviors toward aircare scents and innovations, by age, November 2019
APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Abbreviations and terms
Abbreviations
APPENDIX – THE MARKET 
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
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
APPENDIX – RETAIL CHANNELS  
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
APPENDIX – KEY PLAYERS 
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
Figure 59: Multi-outlet sales of vehicle air fresheners, by leading companies and brands, rolling 52 weeks 2018 and 2019