U.S. Air Fresheners Market Size, Share & Trends Analysis Report By Product Type (Aerosol/Spray, Electric Air Fresheners, Gels, Candles, Others), By Application (Residential, Commercial, Cars, Others), By Region, And Segment Forecasts, 2018 - 2025

Report Overview

The U.S. air fresheners market size to be valued at USD 2.18 billion by 2025 and is expected to grow at a compound annual growth rate (CAGR) of 3.4% during the forecast period, owing to rising economic indicators such as disposable income, population growth, and per capita income. The U.S. is recovering and exhibiting a trend of increasing per capita growth in the last quarter of 2017 after a drastic fall in the period 2015-2016 hinting positive growth trend for the “non-essential” air freshener market.

Wide-scale consumer awareness coupled with product modifications is a few of the significant trends which are estimated to exhibit healthy growth in this market. Manufacturers are experimenting drastically with fragrances in order to pacify consumer preferences in this market, and this trend is subsequently successfully being adopted by consumers in this region. Essential oil demand for various fragrances is at an all-time high currently, therefore hinting progressive product diversification in this region.

The trend of consumers willing to pay a premium price for aesthetic fragrances is encouraging air freshener manufacturers to expand their product portfolio, therefore, prompting growth in revenue in this region. This market is being driven by the consumer’s quest for their homes to smell good. In a recent survey conducted by the Census data and Simmons National Consumer Survey (NHCS), more than 80% of the U.S. population uses air freshener products, primarily for residential applications.

In 2017, the total number of air freshener cans that have been sold were estimated to be more than 300 million, considering more than 30 million residents in the U.S. have used 6 cans or more than in a year. These figures have shown an excellent positive co-relation with disposable income indexes in this region.

U.S. Air Fresheners Market Trends

The increase in car sales combined with the surge in pet ownership and the willingness amongst the consumers to purchase premium products such as air fresheners act as drivers for growth of the market. Foul odor in hospitals, public toilets, restaurants, and healthcare centers caused by  excessive use of cleaning chemicals and inorganic bacteria is expected to trigger the demand for air fresheners. The increased need for hygiene and good air quality in public places are drivers for the growth of the industry in the forecast period.

The increasing disposable income and purchasing power has shifted the consumer demand toward higher-quality products in an anticipation to further fuel the market growth. An increase in demand for high-end lifestyles and luxury products in everyday life creates lucrative opportunities for the widespread use of air fresheners.

The high cost of production and product distribution hampers is expected to create roadblocks in the market. The rise in allergies to specific air freshener components is predicted to have an unfavorable impact on market growth.

Product innovation and introduction of new product offerings capable of providing freshness is driving the market growth. The majority of consumers are switching toward electric air fresheners for long-lasting fragrances, portability, and the convenience it has over traditional air fresheners. Electric air fresheners present a lot of opportunities to grow in the forecast period as more consumers get to know about this product and its advantages over traditional counterparts.

Product Type Insights

The sprays/aerosol accounted for the largest product type segment within this industry in 2017. This product generated the maximum amount of demand among consumers owing to its excellent odor-neutralizing properties which are enhanced by the chemicals present in the aerosol/spray cans. However, this segment is under serious threat as research studies indicate adverse health effects associated with this segment, therefore, limiting its growth prospect in the near future.

The electric air freshener segment was estimated to be the fastest-growing segment of the U.S. air freshener market. This segment would likely generate a combined demand from both the residential as well as the car application segment therefore effectively widening its consumer base. Air freshener manufacturers are aggressively introducing lasting effect fragrances under this category realizing a rising demand from this segment.

One of the significant challenges associated with air freshener manufacturers is to cope up with the rising trend among consumers to choose their air freshener fragrance by the season as consumers prefer their home to smell the similar way the smell of the surroundings.

The candles segment will likely project healthy growth, owing to its aesthetic fragrance and is directly dependent on disposal income. This region’s disposable income is exhibiting stability after an initial downfall in the 2014 - 2016 period. This segment is one of the largest consumed “gift items,” and the survey indicates the majority of the consumers being women. Consumers in this segment do not hesitate from spending more than their desired budget for better fragrances, therefore, giving rise to modified retail outlets like “fragrance boutique” and “home décor shops”.

Application Insights

The residential segment is the largest and the fastest-growing segment of the U.S. air freshener market. This segment accounts for more than 70% of the market share. This estimation is in line with the rising trend where consumers are gradually realizing a good smelling house is only not reserved for special occasions and holiday gathering but is an essential criterion throughout the year. A survey indicates one out of 10 customers has an air freshener product in their grocery bag.

The car segment is expected to exhibit the second-largest growth during the forecast period. The U.S. car sales is growing optimistically and is expected to continue this growth trend by the end of the forecast period with a marginal upset in 2018. Air freshener manufacturers are drastically targeting this segment for product modifications as survey points out, a working American spends at least three to four hours on an average daily in his car. Air freshener manufacturers are launching innovative products such as musk, floral, and others to associate some consumer characteristics with their car. Other innovative products include cigarette odor pacifiers and “new car smell” fragrance.

Online stores are anticipated to benefit the air freshener product manufacturers on a large scale because of its ability to offer more engaging retail experience, operating efficiency, and ease of use. Growing number of online stores is strengthening business for manufacturers. Provision of various air fresheners through online stores with exclusive offers have increased demand for such confections by consumers.

The air freshener market is also expected to benefit from the rising trend of non-essential spending’s outpacing essential spending in this demographic. The commercial segment in this market was estimated at USD 223.4 million in 2017 and is expected to grow at a CAGR of 3.2% during the period 2018-2025.

Key Companies & Market Share Insights

Product diversity is a key aspect of this market which is driving innovation and research activities. Swiftly altering technology coupled with more demanding customer outcomes in the push for new product development and product augmentation. Key industry participants are heavily spending on R&D activities for developing new products and fragrances meet regulations and standards implemented across regions. Product extension is a major factor in achieving success in this market.

Febreze and Air Wick registered the highest sale in this market. Febreze is estimated to have a market share of 34.09 whereas Airwick accounts for more than 15 % market share. Some of the companies engaged in the expansion of this market include Procter & Gamble Co, Reckitt Benckiser Inc, Henkel KgaA.and others.

Recent Developments

• In April 2022, Phoenix Aromas & Essential Oils, LLC. acquired Innovative Fragrances, Inc. (“IFI”). IFI is an Atlanta-based company for compounder of fragrance compounds with  products ranging from home fragrances, personal care, air fresheners, and personal care. The acquisition has facilitated the Phoenix Flavors and Fragrances to improve and increase its product lineup and meet customer-specific needs and requirements.

• In April 2022, Glade a brand owned by S.C. JOHNSON & SON, INC. launched Coastal Sunshine Citrus Glade Aerosol Spray air freshener room spray. The air freshener contains fragrances with essential oils and is made without parabens, phthalates, and formaldehyde. The automatic freshener gives fresh bursts of fragrance every 9 minutes.

U.S. Air Fresheners Market Report Scope

U.S. Air Fresheners Market Segmentation

This report forecasts revenue growth at global, regional & country levels and provides an analysis of the industry trends in each of the sub-segments from 2014 to 2025. For the purpose of this study, Grand View Research has segmented the U.S. air freshener market report on the basis of product and application:

• Product Type Outlook (Revenue, USD Million, 2014 - 2025)

  • Sprays/ Aerosols

  • Electric Air Fresheners

  • Gels

  • Candles

  • Others

• Application Outlook (Revenue, USD Million, 2014 - 2025)

  • Residential

  • Commercial

  • Cars

  • Other