AIR FRESHENERS MARKET OVERVIEW AND DEFINITION

The air fresheners market was valued at 14.20 Bn. USD in 2024 is expected to reach 24.77 Bn. USD by 2032, reflecting a CAGR of 7.2 % over the forecast period.

The air fresheners market is steadily changing as people expect more than just products that cover bad smells. Today, many want options that also support wellness and sustainability. Concerns about indoor air quality, especially after the pandemic, have increased demand for air fresheners that not only provide fragrance but also offer antibacterial, antiviral, or air‑purifying benefits. Lifestyle changes, such as more people owning cars, spending more time indoors, and following premium home décor trends, are also driving growth in household, automotive, and commercial use. Innovation is playing a big role in shaping the market.

Brands are launching natural and organic formulas, using eco‑friendly packaging, and creating smart diffusers that connect to mobile apps or smart home systems. While sprays and aerosols are still the most common choice because they are affordable and easy to use, other formats like gel‑based products, plug‑ins, and premium scented oils are becoming more popular as people look for longer‑lasting and more customizable experiences. North America and Europe currently lead the market, supported by high consumer awareness, strong spending power, and well‑established retail channels.

Asia‑Pacific is growing the fastest thanks to rapid urbanization, rising incomes, and a growing middle class. Latin America and the Middle East & Africa are also expanding, driven by a cultural love of fragrance, more car ownership, and better retail access. As sustainability, technology, and premium scent experiences continue to gain importance, the air fresheners market is likely to keep evolving into a more diverse and innovation‑focused industry.

MARKET DYNAMICS

Market Drivers

Rising car ownership & automotive use

More people are buying cars and spending time in them, which is helping the global air freshener market grow, especially in the in‑car segment. As incomes rise and cities expand, more consumers are purchasing personal vehicles. Since the pandemic, health concerns and lifestyle changes have made private transport even more appealing. With longer hours spent in cars, whether for daily commutes, leisure trips, or ridesharing, drivers want ways to make their vehicles feel fresher and more comfortable. In‑car air fresheners, like hanging paper cards, vent clips, gels, and plug‑in diffusers, offer an easy and affordable solution. Car makers are also focusing more on premium interiors and comfort, creating opportunities for air freshener brands to market their products as lifestyle accessories rather than just odour removers. Scents that are seasonal, luxurious, or long‑lasting are becoming especially popular. Ride-hailing and taxi drivers are also using air fresheners to make rides more pleasant for passengers.

Health & hygiene awareness post‑pandemic

Since the pandemic, health and hygiene awareness has become one of the biggest factors influencing how people choose air fresheners. COVID‑19 made consumers more aware of indoor air quality, cleanliness, and the possible health risks linked to stale or unpleasant Odors. As a result, people no longer see air fresheners as just a way to mask smells, they now view them as part of creating a fresher, cleaner, and healthier environment. This shift has boosted demand for air fresheners that do more than add fragrance. Products with antibacterial, antiviral, and odour‑eliminating features are becoming more popular. Many consumers also prefer natural options, such as those made with essential oils, plant‑based deodorizing agents, and low‑VOC ingredients, because they are safer and more eco‑friendly. With greater awareness of allergens and respiratory comfort, there is also growing interest in hypoallergenic air fresheners and products free from harsh synthetic chemicals.

Market Restraint

Highly competitive and fragmented market

The air freshener market is very competitive and made up of many players, big global brands, regional companies, and small local makers, all fighting for market share. Well‑known multinationals like Procter & Gamble, Reckitt Benckiser, SC Johnson, and Henkel lead the premium and mass‑market segments. They have strong brand reputations, wide distribution, and keep attracting buyers through constant product updates. Smaller regional brands and store‑brand products compete mainly on price and often make scents that match local tastes. This leads to strong price competition, especially in markets where shoppers look for discounts and are willing to switch brands. Online shopping has increased competition even more. E‑commerce allows small brands to sell directly to consumers and be seen alongside well‑known companies without needing to be in big retail stores. To succeed, brands now focus on making their products stand out, targeting specific customer groups, and forming partnerships to compete in a crowded market.

Market Opportunity

Natural / organic formulations and eco‑friendly packaging,

Natural and organic air fresheners with eco‑friendly packaging are becoming a big growth area in the market. More consumers now care about sustainability and wellness when choosing products. In recent years, people have been moving away from synthetic, chemical‑based scents and toward options made with plant‑based essential oils, natural extracts, and biodegradable ingredients. These products appeal to health‑conscious shoppers who worry about indoor air quality, allergies, and the long‑term effects of chemicals like VOCs found in many conventional air fresheners. At the same time, growing environmental awareness is increasing demand for eco‑friendly packaging. This includes refillable containers, recyclable bottles, compostable pouches, and packaging that uses little or no plastic. As sustainability becomes a standard expectation rather than just a niche preference, natural ingredients and eco‑friendly packaging are becoming important ways for brands to stand out and grow in the market.

Technology‑enabled products

Technology is changing the air freshener market by making fragrance products smarter, more convenient, and more personalized. Smart air fresheners and diffusers, which connect through Bluetooth or Wi‑Fi, let users control scent intensity, set fragrance schedules, and switch between scents using mobile apps or voice assistants like Alexa and Google Assistant. Some advanced models use Internet of Things (IoT) technology to track air quality, humidity, and room occupancy, then automatically adjust the scent to keep the space fresh. This customization appeals to tech‑savvy shoppers and premium buyers who want more than just basic odour control. Features like low‑refill alerts, scent‑mixing options, and integration with home automation systems add extra convenience and engagement.

Market Trends

Shift toward multifunctional and wellness-oriented air fresheners

A major trend in the air freshener industry is the move toward multifunctional and wellness-focused products that do more than just cover bad smells. Consumers now want air fresheners that also offer extra benefits, such as purifying the air, controlling humidity, providing aromatherapy, or even improving mood. This change is driven by growing health awareness, the post-pandemic focus on hygiene, and the rise of wellness‑cantered lifestyles. Many brands are adding essential oils to their products, like lavender for relaxation, eucalyptus for easier breathing, or citrus for energy and focus, so they can be used as part of a daily self-care routine. Some newer devices combine HEPA air filtration with scent diffusion, which both cleans the air and makes it smell pleasant. Aromatherapy-based air fresheners are also being marketed for benefits like reducing stress and helping with better sleep, making them appealing to people who want to improve their mental well-being through their home environment. This wellness trend is spreading beyond homes into commercial spaces. Hotels, spas, offices, and even healthcare facilities are using functional fragrances to create positive, health-supportive atmospheres.

SEGMENTATION ANALYSIS

By Product Type

Sprays and aerosols are still the most popular type of air freshener because they are affordable, easy to use, and provide instant fragrance. They are available in almost every kind of store, from supermarkets to convenience shops, making them accessible to nearly everyone. Sprays are especially common in homes for quickly removing Odors in kitchens, bathrooms, and living areas.

While sprays lead in sales, other formats are growing quickly. Gel‑based air fresheners are becoming more popular because they release fragrance over a long period and require little maintenance, making them great for continuous use in both homes and cars.

Electric plug‑ins and diffusers are also expanding fast, offering adjustable scent levels and, in some cases, smart‑home integration for tech‑savvy buyers.

Candles and scented oils play a smaller role but are important in the premium and gift markets, as they add both fragrance and ambiance.

By Application

Household use is the largest application for air fresheners, driven by more people living in urban areas, rising home ownership, and a stronger focus on creating pleasant indoor environments. Many consumers now use air fresheners not only to remove odours but also to improve ambiance, match home décor, and support wellness. This segment includes everything from budget‑friendly sprays to high‑end aroma diffusers.

Automotive use is the second‑largest segment and continues to grow as more people own cars, especially in developing countries. Car owners and drivers value air fresheners for keeping their vehicles fresh and welcoming, with vent clips, gels, and hanging paper fresheners being the most popular.

The commercial sector, which covers offices, hotels, restaurants, shops, and healthcare facilities, is also a key growth area. Businesses use air fresheners to create a positive experience for customers and employees, improve brand image, and sometimes as part of hygiene measures. Hotels, in particular, invest in signature scents and premium diffusers to enhance their brand identity.

REGIONAL INSIGHTS

North America is one of the largest air freshener markets. People here have high buying power, know the value of keeping homes and cars fresh, and can easily find products in stores. In the U.S., demand is strong because many households’ own cars and homes, and people use air fresheners regularly. Premium products, like natural, eco‑friendly, and wellness‑focused air fresheners, are becoming more popular. New ideas such as smart diffusers, fragrance subscriptions, and aromatherapy products are also helping the market grow. Businesses like hotels, offices, and shops use air fresheners to create pleasant spaces and strengthen their brand image.

Europe is another major market, with strong demand for eco‑friendly and low‑VOC products. Strict environmental laws push companies to use natural ingredients, biodegradable packaging, and refillable systems. Consumers in countries like the UK, Germany, France, and Italy buy air fresheners for both homes and businesses. Hotels and tourism businesses often use fragrance as part of their atmosphere, while many households prefer premium diffusers, scented candles, and essential‑oil products. Europe leads the way in sustainable air freshener innovation.

Asia‑Pacific is the fastest‑growing region for air fresheners. Rapid urban growth, higher incomes, and a larger middle class in countries like China, India, Indonesia, and Vietnam are driving sales. More people own cars, which increases demand for automotive air fresheners. Western lifestyle influences and better living standards are boosting household use. Online shopping makes products easier to get, even in smaller cities. Younger buyers are trying premium scents and smart diffusers, creating opportunities for both global and local brands.

Latin America’s market is growing steadily. Urbanization, new retail stores, and a love for scented home products keep demand strong. Brazil and Mexico are the biggest markets, where people want affordable but long‑lasting air fresheners. Aerosols and gels are most popular, but more households, especially higher‑income ones, are starting to try natural and decorative options like reed diffusers.

The Middle East & Africa is a smaller market but has strong growth potential. In the Middle East, rich, long‑lasting scents like oud, musk, and floral blends are very popular. Hotels and luxury stores use fragrances to improve customer experiences. In African cities like Johannesburg, Lagos, and Nairobi, more middle‑class households are using air fresheners. Price is important, so sprays and gels are the most common.

KEY INDUSTRY DEVELOPMENTS

In 2024, Reckitt, under its Air Wick brand, introduced the Advanced Plug‑In Diffuser. The device features timed fragrance pulses, anti‑fade scent technology, a boost button for instant scent enhancement, and a refill indicator. Designed for long‑lasting freshness, it promises up to 60 days of continuous fragrance.

AIR FRESHENERS MARKET REPORT SCOPE AND SEGMENTATION

MARKET REGIONAL COVERAGE

North America (United States, Canada)

Europe (France, Germany, United Kingdom)

Asia-Pacific (China, South Korea, India, Japan)

Middle-East & Africa (South Africa, Israel, UAE, Iran, Saudi Arabia, Qatar, Rest of Middle East and Africa)

Latin America (Brazil, Mexico, Colombia)

MARKET ACTIVE PLAYERS

Procter & Gamble (Febreze, Ambi Pur)
Reckitt Benckiser Group plc (Air Wick)
SC Johnson & Son, Inc. (Glade)
Henkel AG & Co. KGaA
Godrej Consumer Products Limited (Godrej Aer)
Car‑Freshner Corporation (Little Trees)
California Scents
Church & Dwight Co., Inc.
Kobayashi Pharmaceutical Co., Ltd.
Farcent Enterprise Co., Ltd.
Poo‑Pourri, Inc.
Blue Magic, Inc.
Newell Brands (Yankee Candle)
Ada Electrotech (Xiamen) Co., Ltd.
Air Delights, Inc.