| Study Period | 2019 - 2030 |
| Base Year For Estimation | 2024 |
| Forecast Data Period | 2025 - 2030 |
| CAGR | 4.05 % |
| Fastest Growing Market | Asia Pacific |
| Largest Market | Europe |
| Market Concentration | Low |
Major Players
*Disclaimer: Major Players sorted in no particular order |
Air Freshener Market Analysis
The Air Freshener Market is expected to register a CAGR of 4.05% during the forecast period.
The increasing urbanization, better living standards, availability of new and innovative air fresheners, rising concern for air quality, and increasing demand from commercial users are expected to drive the growth of the air freshener market. Also, the increasing investments in R&D activities to introduce natural and chemical-free air fresheners are expected to propel the market growth in the coming years.
- Air fresheners from local manufacturers and private labels are majorly used by consumers in mass markets for their native and affordable prices. Air fresheners of different forms that are produced by locals are extensively available in unorganized distribution channels such as convenience stores, departmental stores, and other small retailers. Moreover, major companies operating in the market are focusing on penetrating the market with single-unit packaging to gain a competitive edge in the market.
- Gel air fresheners and spray fresheners are often preferred by the majority of the consumers in the market as they are easily available in the retail market. The usage of air fresheners in the automotive segment is one of the driving factors of the market. Having a fresh and sweet ambiance inside the vehicle is preferred by the majority of the consumers in the market.
- Innovative packaging techniques such as hangings, stickers, and other conventional packaging are often observed as they are easily installable inside the vehicle. Additionally, automatic air fresheners are preferred in commercial places such as malls, shopping outlets, and hospitals to create a fresh ambiance in the retail space.
Air Freshener Market Trends
Innovative Air Fresheners Are Gaining Importance in the Market
- By using cutting-edge technologies, air freshener manufacturers are increasingly concentrating on creating novel and cutting-edge products to satisfy consumers' changing needs and demands. Customers in the market use air freshener candles because of their fragrance and ambiance-creating qualities.
- Commercial locations, including HRI locations and other retail stores for consumer goods, frequently use these products to preserve a fresh atmosphere in terms of fragrance and appearance. These candle air fresheners are also favored at a residential level for their usefulness and refreshing air element as a result of growing exposure to unique tastes and trends.
- Manufacturers frequently provide floral and pleasant perfumes in retail settings. Additionally, local and international firms retail the products in this market. Owing to the demand, key players are differentiating their offerings in terms of functionalities, flavors, nature of ingredients, size, and packaging format, to gain a competitive advantage and increase their customer base.
- For instance, in July 2022, for usage in confined spaces, P&G Korea introduced the Febreze Air Freshener plug to combat damp odors at home entrances, bathrooms, and closets during the rainy season. The ground-breaking air freshener decreases the main source of moisture and aromas in homes by removing odor molecules and creating a protective coating on the surface of towels, shower curtains, and footwear to retain a pleasant aroma for the ensuing 1,400 hours. Three different scents are available in the air freshener: "Cotton & Blue Jasmine," "Lilac & Peony," and "White Tea & Lily."
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North America is the Fastest Growing Region in the Market
- Due to public awareness of health and environmental issues, especially the dangerous use of aerosol sprays, North America dominated the market. As a result, the demand for aromatherapy and candle air fresheners has increased. In contrast to electric air fresheners and sprays, consumers have begun switching to candle air fresheners since they are seen to be more environmentally friendly and encourage a healthier lifestyle.
- Additionally, air fresheners contain fewer phthalates and other chemicals than other chemical ingredients because they are harmful when inhaled for an extended length of time. These substances could potentially result in irregular heartbeat, skin irritation, and other health problems. These elements encourage customers to choose products with naturally derived fresheners over those with conventional fresheners.
- US companies that make air fresheners for homes, businesses, and cars primarily focus on delivering health benefits to their customers. Therefore, they include natural and essential oil ingredients in their product lineup. Some of the companies selling these products are The Crown Choice and Reckitt Benckiser Group PLC.
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Air Freshener Industry Overview
The market is occupied by numerous local and international players, along with private labels offering various air freshener products in the market. The major strategies adopted by the companies operating in the air freshener market are product innovations, expansions, and mergers and acquisitions. Sustainable competitive advantage through innovation is the main criterion for the growth of the market share of major players across the globe. Companies are increasing their investments in research and development (R&D) and marketing and are expanding their distribution channels to maintain their position in the market. A few of the major companies operating in the segment include the Godrej Group, Henkel AG & Company, Church & Dwight Co Inc, Reckitt Benckiser Group plc, and Proctor & Gamble.
Air Freshener Market Leaders
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Procter & Gamble Company
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S. C. Johnson & Son, Inc.
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Reckitt Benckiser Group PLC
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Henkel AG & Co. KGaA
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Newell Brands, Inc.
- *Disclaimer: Major Players sorted in no particular order
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Air Freshener Market News
- November 2022: Newbell Brands subsidiary company Yankee Candle launched its new air freshener candle collection in the United States. Some products included in the collection are Snow Globe Wonderland, Snowflake Kisses, Spun Sugar Flurries, Winter Night Star, and others.
- April 2022: S.C. Johnson launched its new air freshener product through its product line Glade. The new fragrance offered by the company is offered in Coastal Sunshine Citrus flavor. The company claims the product lasts up to 100 days. These products are designed with smart light technology and air freshener oils which are offered along with refills.
- February 2022: P&G's Febreze brand launched its first-ever Scent of the Year. Ember is a fiery new fragrance that features notes of mandarin, amber, and lava, with experts at the Febreze Fragrance Group designing the Scent of the Year to reflect how consumers today are feeling and the scents they are craving in their home.
Air Freshener Industry Segmentation
Air freshener is a products that is usually used to mask the odors or freshening,cleaning, scenting or dedeodrizing the surrounding air. The air freshener market is segmented into product type, application, distribution channel, and geography. Based on product type, the market is segmented into spray, gel air fresheners, electric air fresheners, candle air fresheners, and other types. Based on application, the market is segmented into residential, commercial, and automotive. Based on the distribution channel, the market is segmented into supermarkets/ hypermarkets, convenience stores, online retail stores, and other distribution channels. The study covers the global level analysis of the major regions, such as North America, Europe, Asia-Pacific, South America, and Middle-East, & Africa. For each segment, the market sizing and forecasts have been done on the basis of value(in USD million).
| Product Type | Spray | ||
| Gel Air freshener | |||
| Electric Air freshener | |||
| Candle Air freshener | |||
| Other Types | |||
| Application | Residential | ||
| Commercial | |||
| Automotive | |||
| Distribution Channel | Supermarkets/Hypermarkets | ||
| Convenience Stores | |||
| Online Retail Stores | |||
| Other Distribution Channels | |||
| Geography | North America | United States | |
| Canada | |||
| Mexico | |||
| Rest of North America | |||
| Europe | Spain | ||
| United Kingdom | |||
| Germany | |||
| France | |||
| Italy | |||
| Russia | |||
| Rest of Europe | |||
| Asia Pacific | China | ||
| Japan | |||
| India | |||
| Australia | |||
| Rest of Asia-Pacific | |||
| South America | Brazil | ||
| Colombia | |||
| Rest of South America | |||
| Middle East and Africa | South Africa | ||
| United Arab Emirates | |||
| Rest of Middle East and Africa | |||
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Air Freshener Market Research FAQs
What is the current Air Freshener Market size?
The Air Freshener Market is projected to register a CAGR of 4.05% during the forecast period (2025-2030)
Who are the key players in Air Freshener Market?
Procter & Gamble Company, S. C. Johnson & Son, Inc., Reckitt Benckiser Group PLC, Henkel AG & Co. KGaA and Newell Brands, Inc. are the major companies operating in the Air Freshener Market.
Which is the fastest growing region in Air Freshener Market?
Asia Pacific is estimated to grow at the highest CAGR over the forecast period (2025-2030).
Which region has the biggest share in Air Freshener Market?
In 2025, the Europe accounts for the largest market share in Air Freshener Market.
What years does this Air Freshener Market cover?
The report covers the Air Freshener Market historical market size for years: 2019, 2020, 2021, 2022, 2023 and 2024. The report also forecasts the Air Freshener Market size for years: 2025, 2026, 2027, 2028, 2029 and 2030.
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Air Freshener Industry Report
The global air freshener market is on a growth spurt, with diverse offerings from air freshener manufacturers addressing needs across residential, commercial, and automotive sectors. Innovations like smart air fresheners equipped with GPS and USB ports, alongside a variety of forms including sprays, gels, and candles, are driving consumer demand for products that combine convenience, health benefits, and eco-friendliness. The rise in luxury vehicle sales and increasing awareness about indoor air quality are boosting the demand for premium air fresheners. The market, detailed by Mordor Intelligence™ reports, is exploring scent marketing and leaning towards natural and organic products, expanding consumer engagement through supermarkets, hypermarkets, and online platforms. This trend underscores the air freshener brand's focus on aesthetics and functionality, highlighting residential use and opening up new opportunities for market growth. Get a sample of this industry analysis as a free report PDF download.
