Air Freshener Market By Product (Sprays/Aerosols, Electric Air Fresheners, Gels, Scented Candles), By Application (Residential, Commercial, Automotive), and By Region; Global Insights & Forecast (2024 – 2030)

As per Intent Market Research, the Air Freshener Market was valued at USD 13.5 billion in 2023 and will surpass USD 21.9 billion by 2030; growing at a CAGR of 7.1% during 2024 - 2030.

The air freshener market is witnessing significant growth, driven by increasing consumer demand for enhanced indoor air quality and pleasant environments. Air fresheners, ranging from sprays and gels to automatic dispensers and plug-ins, are widely used in homes, offices, hotels, and public spaces to mask odors and create an inviting atmosphere. As consumers become more conscious of the role of air quality in their overall well-being, there is a growing preference for products that not only eliminate unpleasant smells but also provide long-lasting freshness. Innovations in fragrance technology and the introduction of new scents are further contributing to the market's expansion, catering to diverse consumer preferences for both functional and aesthetic benefits in their living and working spaces.

Sustainability is also becoming a significant trend in the air freshener market, with consumers increasingly seeking products made from natural ingredients and eco-friendly materials. The demand for air fresheners that are free from harmful chemicals and packaged in recyclable or biodegradable materials is on the rise, reflecting broader environmental concerns. Additionally, the growing awareness of the therapeutic benefits of scents, such as lavender for relaxation and citrus for energy, is influencing consumer choices in the air freshener market. With advancements in product formulations and increasing awareness of indoor air quality, the air freshener market is expected to continue expanding, driven by innovations that meet both environmental and sensory needs.

Sprays/Aerosols Segment is Largest Owing to Widespread Consumer Preference

The global air freshener market encompasses various product types that cater to both residential and commercial needs, with sprays/aerosols being the largest segment in terms of market share. The popularity of sprays and aerosols can be attributed to their convenience, effectiveness, and ease of use. Consumers across diverse regions prefer these products due to their instant impact in freshening up the air. Sprays and aerosols are also cost-effective, which makes them a preferred choice for both residential and commercial applications. As a result, this segment holds a dominant position in the air freshener market.

Sprays and aerosols are particularly favored in the residential segment where households use them for quick and efficient odor removal. These products offer an immediate solution to undesirable smells, which makes them ideal for consumers seeking on-the-spot freshness. Additionally, sprays and aerosols are commonly used in commercial settings, such as offices and retail stores, where maintaining a pleasant environment is crucial for customer satisfaction. The versatility and ease of accessibility, including their availability in various scents and formulations, continue to make sprays and aerosols a top choice globally.

Residential Segment is Largest Due to Consumer Demand for Home Fragrance Solutions

The air freshener market is divided into several key applications, with the residential segment leading the way in terms of market share. The residential application has witnessed significant growth, largely driven by increasing consumer interest in home hygiene and the desire to create a pleasant living environment. With the growing awareness of indoor air quality and the need for freshness in personal spaces, residential consumers are actively seeking air fresheners in various forms, including sprays, gels, and electric air fresheners.

This segment’s dominance is also fueled by the increasing disposable incomes in emerging markets, where households are investing in home care products to enhance their living experience. In developed regions, the residential segment remains strong as well, with consumers preferring air fresheners not only for odor control but also for creating ambient scents that contribute to a cozy, welcoming atmosphere. The growth in e-commerce platforms has also boosted the residential demand, as consumers now have greater access to a wide range of air freshener products.

North America is Largest Due to High Consumer Awareness and Disposable Income

North America remains the largest region in the global air freshener market, driven by high consumer awareness, disposable income, and a well-established retail infrastructure. The region’s consumers are increasingly focusing on home aesthetics and cleanliness, which has led to higher demand for air care products. With a robust consumer base in the U.S. and Canada, North America enjoys consistent growth in the air freshener market, especially with innovations in eco-friendly and sustainable air freshening solutions.

In addition, the region benefits from a high rate of innovation, with major companies frequently launching new air freshener products that cater to evolving consumer preferences. The growing trend toward natural and eco-conscious products is also gaining traction in North America, further contributing to the region's dominance. The established retail and online distribution networks ensure that air fresheners are easily accessible to a wide range of consumers, making North America a key region for the global air freshener market.

Competitive Landscape and Leading Companies

The air freshener market is highly competitive, with several well-established companies dominating the landscape. Some of the key players include Procter & Gamble, Reckitt Benckiser, SC Johnson, and Henkel, all of which have a strong presence in the market through their extensive product portfolios and global distribution networks. These companies continue to innovate with new product lines, particularly in eco-friendly and sustainable air fresheners, to meet the rising consumer demand for environmentally conscious options.

The competitive dynamics are also shaped by smaller, niche companies offering unique and specialized air care products. With innovations in scent formulations and an increasing emphasis on natural ingredients, these players are catering to a growing segment of consumers who prioritize health, wellness, and sustainability. The market is characterized by frequent product launches, partnerships, and acquisitions, which help companies expand their reach and improve their product offerings. The presence of both large multinational corporations and smaller players ensures a diverse and dynamic competitive landscape, where innovation and consumer-centric products drive market growth.

List of Leading Companies:

• Procter & Gamble
• Reckitt Benckiser Group PLC
• Henkel AG & Co. KGaA
• S. C. Johnson& Son, Inc.
• Air-Scent International
• Renegade Products USA.
• Good & Well Supply Co.
• The Yankee Candle Company, Inc.
• Bath & Body Works Direct, Inc.
• ILLUME Candles

Recent Developments: -

• SC Johnson Professional introduced a new range of air fresheners that are designed with sustainability in mind, featuring biodegradable and natural ingredients.
• Reckitt Benckiser unveiled several new scents in their popular Air Wick product line, targeting a wider range of consumer preferences for home fragrances.
• Procter & Gamble acquired an eco-friendly air freshener brand to expand its footprint in the natural products sector, aiming to meet rising consumer demand for sustainable solutions.
• The European Union introduced stricter regulations regarding the chemical contents in air fresheners, aiming to reduce VOC emissions and improve indoor air quality.
• ScentAir Technologies announced a new partnership with a major hospitality chain to provide customized scent solutions across their hotels worldwide, enhancing the guest experience.

Report Scope: