From 1999 to 2004, sales of air fresheners rose nearly 30% in current dollars. While the increase in the market is substantial, the bulk of the growth occurred in 2000 and 2001 following the advent of air freshener candles and widespread acceptance of plug-in air fresheners, and year-on-year sales growth has been significantly slower. While consumer interest in air freshening products has remained consistently strong, a lack of innovation coupled with competition from products in other markets (like fabric refreshers and scented cleaning products) have depressed growth.

From 1999 to 2004, sales of air fresheners rose nearly 30% in current dollars. While the increase in the market is substantial, the bulk of the growth occurred in 2000 and 2001 following the advent of air freshener candles and widespread acceptance of plug-in air fresheners, and year-on-year sales growth has been significantly slower. While consumer interest in air freshening products has remained consistently strong, a lack of innovation coupled with competition from products in other markets (like fabric refreshers and scented cleaning products) have depressed growth.

The growing Hispanic population of the U.S., identified by the Fall 2003 Simmons NCS as being more probable and more frequent air freshener users (more than whites or Asians), promises to spur increased growth. Continued solid revenue growth is virtually assured based on the prevalence of consumer interest in a wide range of products. However, another round of more vigorous growth is highly dependent on renewed innovation in the marketplace.

This report covers air fresheners for use in the home or car, including aerosols, slow-release and plug-in, and candles positioned as air freshener products. Specifically the segments presented in the report are:

-- Scented and air freshener candles

-- Home air freshener sprays, solids, gels and plug-ins

-- Auto air fresheners

-- Potpourri.

Excluded from this report are all-purpose products which kill germs, clean surfaces and leave a pleasant fragrance, like Lysol. These have been covered in Mintel’s Household Cleaning Products Volume I: The Market—U.S. consumer intelligence, March 2004.

Additionally, there is some overlap here with Mintel’s report Candles—U.S., consumer intelligence, January 2003, in that air freshener, aromatherapy and regular scented candles cannot be separated from total scented candle sales.