The air freshener market is expected to grow at a significant pace from 2016 to 2024 owing to the global rising air care and quality importance. Air fresheners eliminate bad odor by emitting pleasant fragrances. It contains odor neutralizing agents such as mineral oil, 2-butoxyethanol, and glycol ether. Various types of air fresheners are used extensively in households, offices, restrooms and cars.
Aromatherapy entails usage of different fragrances to deal with diseases. It uses air fresheners as they come in various scents. The therapy is being adapted globally due to its effectiveness in disease treatment. Increased demand in aromatherapy is expected to benefit the air freshener market over the next eight years.
Major air freshener product types include sprays/aerosols, gels, candle, and electric air fresheners. Gels, sprays have found increased usage in automobiles. The global car sales have grown due to decreased price & fuel rates and are expected to continue a similar trend over the next eight years. This increase in automobile sales will further fuel the demand for air fresheners. Other application segments consist of residential and corporate offices. Customer type segmentation includes enterprise and individual customers.
There has been a surge in demand for air freshener’s usage among urban population owing to rising disposable income and applications in home care. The innovations such as introduction of flower fragrances, battery operated air fresheners, multiple fragrance dispensers are also expected to drive the market. The anticipated rise in urban demand is expected to further fuel the air freshener market growth.
Henkel KGaA, S.C. Johnson & Son Inc, Procter & Gamble Co., Reckitt Benckiser Group plc, Godrej Household Products Ltd, and Procter & Gamble Co are the key players in air fresheners market. The two primary sales channels for the market participants include retail and business to business. The companies try to increase sales by efficient channel distribution. Also, companies offer a broad range of air fresheners to cater to customer requirements. Supermalls, car wash stations, convenience stores are contributing to increased sales.
Henkel was founded in 1876 and is one of the leading companies in the market. Renuzit and Iba are the two air freshener brands of the enterprise. The company claims that the scent in Iba lasts for 4-6 weeks. Also, the Renuzit brand is used in home care and enhancement purposes.
Procter & Gamble is another major market player headquartered in the Ohio, the U.S. The company tries to maintain its market position by introducing innovative products. P&G's Sci-Fi Air freshener is one such product which contains motion sensors, LED light, and temperature & humidity sensor. The company also developed an application for ordering refills of air fresheners.
Europe dominated the global air fresheners market in 2015. Asia Pacific countries like India and China have a huge potential market due to the rising middle class. The growing income and standard of living of the people are also the contributing factors. The market players have introduced a wide variety of products in these regional markets.
UK, France, Italy, and Belgium are contributing to the European market demand. The effectiveness of electric air fresheners, high standard of living and availability of a vast number of brands are the prime reasons for the overall growing market demand. The steps taken by UK government to increase the disposable income coupled with ongoing construction activity saw an increase in sales of domestic air fresheners.
South Africa, Kenya, and Nigeria are expected to witness significant growth over the next eight years. The dusty environment and stressful traffic conditions in Nigeria are driving the car air fragrance market. Kenya air fragrance market has grown considerably due to rise in car and apartment ownership. The ease of air freshener’s usage is also a major driving factor for sales in the less developed regions of Kenya.
Research Support Specialist, USA