Air Freshener Market Expected to Reach $12 billion, Brief Analysis on Top Key players Procter & Gamble Co., Reckitt Benckiser Inc., Henkel KGaA, Church & Dwight Co. Inc., Car-Freshener Corporation, SC Johnson & Son Inc., Kobayashi Pharmaceutical Co. Ltd.,

Global Air Freshener Market was valued at $10 billion in 2016, and is expected to reach $12 billion by 2023, registering a CAGR of 3.2% from 2017 to 2023. An air freshener is a product that typically emits fragrance to eliminate unpleasant odor in a room. These air fresheners adsorb the bad odor, thereby purifying the air. They contains different ingredients such as aerosol propellants, fragrances, and solvents such as 2-butoxyethanol, mineral oil, and glycol ethers, which neutralize the unpleasant odor.

Air freshener is an innovative technology in aircare dispensers which is used to eliminate unpleasant odor by emitting fragrances. Different ingredients such as aerosol propellants, solvents such as 2-butoxyethanol, mineral oil and glycol ethers, are used as main constituents in air-freshener to neutralize unpleasant odor. They have widespread applications to dispense aroma and eliminate bad odor in compact places including residential and corporate spaces, and vehicles.

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Increasing concerns over maintaining aroma of air in indoor space is key factor driving the growth of the market across regions. The market demand is increasingly driven by the rapidly rising vehicle ownership, and rise in pet ownership. The rising demand of premium air fresheners by consumers along with general rise in spending of a large part of disposable on lifestyle products foster the growth of the market. Growing popularity of aromatherapy in uplifting mood and use of essential oil products and aromatic compounds in air fresheners will unlock exciting opportunities in the market. However, the market players face the challenge of creating wide awareness about availability of various types of aroma and fragrance in freshener that may restrain the market growth in various regions. Key manufacturers adopt pioneering technology such as sub-micron technology to dispense superior fragrance to end-users, and at times relate memory senses and to aroma.

Some of the prominent types of products marketed by companies are spray/aerosol, electric, gels, candles and others in which aerosol type air fresheners segment contributed the maximum market share of the overall market in the year 2014. The segment is expected to maintain its lead position through the forecast period, driven by rapidly increasing demand in home segment. Gel air fresheners is expected to witness high growth potential during the forecast period, because of increasing demand of these fresheners in cars. Furthermore, products with battery operated dispenser systems are gaining prominence as they do not need external plug-in source.

Most market players and vendors popularly use retail and business-to-business channels as the two major sales channels of products where retail sales channel occupies a larger market share. As per a recent report by Allied Market Research titled “World Air Freshener Market - Opportunities and Forecasts, 2014 – 2020”, globally the world market is estimated to garner $11.04 billion by 2020, registering a CAGR of 2.8% during the forecast period, 2015–2020. As per the report, Asia-Pacific would witness maximum growth, registering a CAGR of 4.5% during the forecast period. Godrej Consumer Products Ltd (GCPL), a major home and personal care company in India has recently launched Aer bathroom freshener in a bid to expand to expand its portfolio of Aer fresheners and expects to become a market leader in the next three years. Besides capturing the domestic market, the company also plans to introduce the product in other Asian countries such as Bangladesh and Sri Lanka.

Researches and constant olfactory appraisals are being made to understand the effects of aromatherapy on the wellbeing of individuals and to find innovative blend of fragrance. This would create further growth opportunities in the market.

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Air in cars gets polluted due to emission of pollutants from petrol, diesel, and alternative fuels. As per the data released by the German Association of the Automotive Industry (VDA), sales of cars has increased in 2015 over 2014 in almost every region. Therefore, air freshener is an important product in the car aftermarket, especially in countries such as the U.S. and UK, which is expected to boost the air freshener market. Moreover, air fresheners are preferred by pet owners in Europe and North America, which report high pet ownership, to maintain rooms free of pet odor. Increased number of pet ownership is expected to favor the market growth.

The global air freshener market is expected to witness significant growth during the forecast period, owing to increase in demand in China, Japan, India, and other countries of the Asia-Pacific region. Europe dominated the global air freshener market in 2016 in terms of revenue.

The global air freshener market is segmented on the basis of product, application, type of customer, and geography. Based on application, it is divided into household, corporate, cars, and others. In 2016, the household segment generated the highest revenue, followed by the corporate segment. However, the cars and others segment are projected to be the potential areas for investment in the near future.

The key players operating in the market include Procter & Gamble Co., Reckitt Benckiser Inc., Henkel KGaA, Church & Dwight Co. Inc., Car-Freshener Corporation, SC Johnson & Son Inc., Kobayashi Pharmaceutical Co. Ltd., Godrej Household Products Ltd., Farcent Enterprise Co. Ltd. and Jarden Corporation. These players focus on the development of organic air fresheners to increase their market share.

List of Figures

FIGURE 1. AIR FRESHENER MARKET SEGMENTATION
FIGURE 2. TOP IMPACTING FACTORS
FIGURE 3. TOP INVESTMENT POCKETS, BY APPLICATION
FIGURE 4. TOP WINNING STRATEGIES: PERCENTAGE DISTRIBUTION (2014-2016)
FIGURE 5. MARKET SHARE ANALYSIS, 2016
FIGURE 6. VALUE CHAIN ANALYSIS
FIGURE 7. BARGAINING POWER OF BUYERS
FIGURE 8. BARGAINING POWER OF SUPPLIERS
FIGURE 9. THREAT OF NEW ENTRANTS
FIGURE 10. THREAT OF SUBSTITUTION
FIGURE 11. COMPETITIVE RIVALRY
FIGURE 12. GLOBAL AIR FRESHENER MARKET SEGMENTATION, BY PRODUCT TYPE
FIGURE 13. COMPARATIVE REGIONAL SHARE ANALYSIS OF AIR FRESHENER MARKET FOR SPRAYS/AEROSOLS, 2016 & 2023 (%)
FIGURE 14. GLOBAL AIR FRESHENER MARKET FOR SPRAYS/AEROSOLS, 2016-2023 ($MILLION)
FIGURE 15. COMPARATIVE REGIONAL SHARE ANALYSIS OF AIR FRESHENER MARKET FOR ELECTRIC AIR FRESHENERS, 2016 & 2023 (%)
FIGURE 16. GLOBAL AIR FRESHENER MARKET FOR ELECTRIC AIR FRESHENERS, 2016-2023 ($MILLION)
FIGURE 17. COMPARATIVE REGIONAL SHARE ANALYSIS OF AIR FRESHENER MARKET FOR GELS, 2016 & 2023 (%)
FIGURE 18. GLOBAL AIR FRESHENER MARKET FOR GELS, 2016-2023 ($MILLION)
FIGURE 19. COMPARATIVE REGIONAL SHARE ANALYSIS OF AIR FRESHENER MARKET FOR CANDLES, 2016 & 2023 (%)
FIGURE 20. GLOBAL AIR FRESHENER MARKET FOR CANDLES, 2016-2023 ($MILLION)
FIGURE 21. COMPARATIVE REGIONAL SHARE ANALYSIS OF AIR FRESHENER MARKET FOR OTHERS, 2016 & 2023 (%)
FIGURE 22. GLOBAL AIR FRESHENER MARKET FOR OTHERS, 2016-2023 ($MILLION)
FIGURE 23. GLOBAL AIR FRESHENER MARKET SHARE, BY APPLICATION
FIGURE 24. COMPARATIVE REGIONAL SHARE ANALYSIS OF AIR FRESHENER MARKET FOR RESIDENTIAL APPLICATION, 2016 & 2023 (%)
FIGURE 25. GLOBAL AIR FRESHENER MARKET FOR RESIDENTIAL APPLICATION, 2016-2023 ($MILLION)
FIGURE 26. COMPARATIVE REGIONAL SHARE ANALYSIS OF AIR FRESHENER MARKET FOR CORPORATE APPLICATION, 2016 & 2023 (%)
FIGURE 27. GLOBAL AIR FRESHENER MARKET FOR CORPORATE APPLICATION, 2016-2023 ($MILLION)
FIGURE 28. COMPARATIVE REGIONAL SHARE ANALYSIS OF AIR FRESHENER MARKET FOR CARS, 2016 & 2023 (%)
FIGURE 29. GLOBAL AIR FRESHENER MARKET FOR CARS, 2016-2023 ($MILLION)
FIGURE 30. COMPARATIVE REGIONAL SHARE ANALYSIS OF AIR FRESHENER MARKET FOR OTHER APPLICATIONS, 2016 & 2023 (%)
FIGURE 31. GLOBAL AIR FRESHENER MARKET FOR OTHER APPLICATIONS, 2016-2023 ($MILLION)
FIGURE 32. GLOBAL AIR FRESHENER MARKET SHARE, BY TYPE OF CUSTOMER
FIGURE 33. COMPARATIVE REGIONAL SHARE ANALYSIS OF AIR FRESHENER MARKET FOR INDIVIDUAL CUSTOMERS, 2016 & 2023 (%)
FIGURE 34. GLOBAL AIR FRESHENER MARKET FOR INDIVIDUAL CUSTOMERS, 2016-2023 ($MILLION)
FIGURE 35. COMPARATIVE REGIONAL SHARE ANALYSIS OF AIR FRESHENER MARKET FOR ENTERPRISE CUSTOMERS, 2016 & 2023 (%)
FIGURE 36. GLOBAL AIR FRESHENER MARKET FOR ENTERPRISE CUSTOMERS, 2016-2023 ($MILLION)
FIGURE 37. CHURCH & DWIGHT CO. INC.: COMPANY FINANCIALS
FIGURE 38. GODREJ CONSUMER PRODUCTS LIMITED: COMPANY FINANCIALS
FIGURE 39. HENKEL AG & CO. KGAA: COMPANY FINANCIALS
FIGURE 40. KOBAYASHI PHARMACEUTICAL CO. LTD.: COMPANY FINANCIALS
FIGURE 41. NEWELL BRANDS: COMPANY FINANCIALS
FIGURE 42. PROCTER & GAMBLE COMPANY: COMPANY FINANCIALS
FIGURE 43. RECKITT BENCKISER GROUP PLC: COMPANY FINANCIALS

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