PUBLISHER: Markets & Data | PRODUCT CODE: 1904978
PUBLISHER: Markets & Data | PRODUCT CODE: 1904978
Global Air Freshener Market Assessment, By Product Type [Spray/Aerosols, Electric Air Fresheners, Gels, Others], By Distribution Channel [Supermarkets/Hypermarkets, Convenience Stores, Online, Others], By Region, Opportunities, and Forecast, 2018-2032F
Air freshener market is projected to witness a CAGR of 5.73% during the forecast period 2025-2032, growing from USD 15.51 billion in 2024 to USD 24.22 billion in 2032, driven by rising health awareness, which has led consumers to seek products that not only neutralize odors but also purify the air. The rise of product options like smart diffusers and long-lasting air freshening gels emphasize convenience, whereas new, all-natural or essential oil-based products leverage increased demand for items based on environmental stewardship. The automotive sector and hospitality industries are integrating air freshening ingredients into their consumer offerings to create engaging user experiences. Additionally, urbanization has increased air freshener sales in smaller living environments as sprays and plug-ins help keep the space feeling fresh and clean. In addition, access has never been easier through online purchasing convenience, streamlined access, subscription services, and social media marketing that provides greater access to personalized scents. Stricter regulations on environmentally harmful products are also compelling companies to expand their offerings with refillable and eco-friendly options. Overall, the air freshener industry continues to grow, driven by health-focused trends, ongoing product innovation, rising commercial adoption, and increasing emphasis on sustainability within the broader home care category.
For instance, in August 2023, Pura introduced the Pura 4 smart fragrance diffuser, featuring a completely redesigned build and next-generation smart capabilities powered by Puralast technology. The device automatically selects the optimal scent output for medium to large rooms and provides up to 120 hours of fragrance. It also self-adjusts scent intensity based on room temperature and automatically detects inserted fragrance vials. By removing the guesswork, Pura allows users to control or customize scent intensity, schedules, timers, and more directly through the Pura app, with seamless integration into Amazon Alexa and Google Home.
Shifting Consumer Perception of Air Fresheners Toward Indoor Air Quality and Well-being
Rising consumer focus on indoor air quality, comfort, and home aesthetics is contributing to steady growth in global air freshener demand. As consumers pay more attention to the quality of their indoor air, fresh air becomes easier to associate with odors that signal cleanliness and well-being. This marks a shift in the perception of air fresheners, from simple odor-masking commodities to valuable tools that support proper hygiene and the cleanliness of living and working environments.
One key area is the relationship between scent and mental health. Scientific studies showing that certain aromas can influence mood and reduce stress have broadened the role of air fresheners to include aromatherapy benefits. For example, lavender is associated with relaxation, while citrus scents are known to boost energy. Major brands such as Aura Cacia and Pura now market air fresheners specifically for stress relief and sleep enhancement, aligning seamlessly with current wellness trends.
In addition, increased fear of airborne pathogens can increase interest in air fresheners that provide antibacterial and purifying effects, too. Products that include essential oils, like tea trees or eucalyptus, which are known to have antimicrobial properties, will be even more in demand. These boundaries are blurred even further by innovations such as UV-C sanitizing diffusers, which position the product as more than an air freshener, and in some cases, as an air purifier. Beyond household consumers, the commercial sector has also embraced air fresheners as part of enhanced hygiene protocols in today's environment, particularly in offices, hotels, and healthcare facilities. Also, an environmentally conscious health trend is increasing the demand for non-toxic, allergen-free formulas. Companies such as Grove Co. and Blueland are positioned perfectly for today's more health-focused consumer, as they are free of synthetic chemicals.
For instance, in June 2023, Lysol launched the first and only air-care product in the U.S. approved by the EPA to kill 99.9% of airborne viruses and bacteria, including cold, influenza, and coronavirus strains. Lysol Air Sanitizer eliminates odors by destroying odor-causing bacteria, setting it apart from traditional air fresheners and standard surface disinfectants, which typically mask odors rather than sanitize the air. Developed in collaboration with aerobiologists and the EPA, the product underwent extensive experimentation and rigorous testing protocols to meet regulatory standards.
Innovation in Product Formats is Driving Global Demand for Air Fresheners
The air freshener category is currently experiencing strong growth, driven by new product formats that align with today's consumer preferences for convenience, sustainability, and multifunctionality. Today's consumer is opting for products appealing to their lifestyle, transitioning more towards smart, environmentally aware and hybrid variants instead of traditional sprays and plug-ins.
The major factor is the emergence of smart diffusers, such as Pura, which can be controlled by an app and allow consumers to choose when to turn on, the scent intensity, and the scent schedule. These products appeal to technology-driven consumers and allow them to bring their first smart home ecosystem into their homes. Similarly, there are ultrasonic and UV-C sanitizing diffusers that combine the features of reminding the user to bring fragrance into their environment, while providing sanitizing options, answering two questions, such as fragrance and healthy air for the astute consumer, two trends that have been initiated by a heightened concern regarding health arising from the COVID-19 pandemic. Some formats appeal to eco-consumers.
Companies like Blueland and Grove Co. have introduced refillable, plastic-free alternatives, such as dissolvable tablets and biodegradable spray products, which align with zero-waste principles, while solid air fresheners, such as bamboo charcoal bags, fit a sustainable design for a growing number of buyers who are driven by a focus on sustainability. Moreover, the automotive industry is also innovating with the introduction of magnetic vent clips and car-specific essential oil diffusers to improve in-car air quality.
Electric Air Fresheners are Dominating the Growth of the Air Freshener Market
Electric air fresheners have used technology, convenience, and modern living receptiveness to take over the market. Electric air fresheners, or diffusers, provide continuous fragrance and allow users to adjust scent intensity according to their preference, while traditional sprays or gels offer only a temporary, single-use burst of fragrance. Measuring things like easy to use, fit my lifestyle, lasts longer than alternatives, technology, and ways to customize my space, aligned perfectly with electric air freshener advertising efforts. A substantial part of their appeal is their emphasis on smart technology. Pura and Aera now offer devices that can be controlled through mobile apps, allowing users to adjust scent intensity, schedule fragrance release times, and sync the devices with voice assistants such as Alexa.
These represent the type of marketing developments that appeal to consumers' perspectives of seamlessly integrated and connected home living, especially for the younger age categories. In addition, refillable cartridge systems support sustainability objectives by reducing plastic waste and enabling controlled dispensing into reusable vessels, avoiding the inefficiencies and disposal issues associated with single-use plastic bottles. Commercial spaces continue to drive demand for electric air fresheners as well, with hotels, offices, and retail environments using them for consistent, hands-free fragrance delivery. Innovations, such as UV-C air freshener-purifier hybrids, combine scent diffusion with air purification, further expanding their appeal in health-focused markets.
North America Holds a Significant Share of the Air Freshener Market
North America leads the global air freshener market due to a powerful combination of consumer trends, technological innovation, and commercial demand. The region's high disposable income and health-conscious culture drive premium purchasing behaviors, with consumers prioritizing smart, antibacterial, and natural products such as Pura's app-controlled diffusers and Clorox's disinfecting sprays.
Technology adoption is a key differentiator. North America leads in smart air freshener sales as brands incorporate Wi-Fi connectivity, voice control, and AI-driven features, for example, Aera's learning diffuser. The region's strong e-commerce ecosystem, led by platforms like Amazon and Walmart, further enhances accessibility, while subscription services such as Scentbird help drive recurring revenue. Additionally, the commercial sectors further accelerate growth. Hotels, offices, and ride-sharing services deploy advanced systems, like HVAC scenting by AirAroma USA, while car air fresheners thrive with Febreze's auto purifier.
Impact of the U.S. Tariff on the Global Air Freshener Market
The U.S. tariffs on imported air freshener components have increased production costs for global manufacturers, leading to higher consumer prices and reduced affordability in price-sensitive markets, potentially slowing market growth.
Asian manufacturers, particularly those in China and India, are shifting focus to alternative markets like Europe and Latin America to bypass U.S. tariffs, altering global supply chain dynamics and trade flows.
Domestic U.S. air freshener brands are gaining a competitive edge as imported products become more expensive, accelerating local production but limiting access to cost-effective foreign innovations.
Smaller international companies are struggling to absorb tariff-related cost increases, leading to industry consolidation as larger players with diversified supply chains dominate the market.
Key Players Landscape and Outlook
Continuous innovation characterizes the global air freshener market landscape as companies compete to outperform each other primarily through advancements in product features, technology, sustainability, and consumer customization. The market prognosis remains positive due to rising health and hygiene awareness and innovations in product formats. Air freshener manufacturers worldwide are increasingly focused on technological innovation, customization, and personalization, factors that are poised to shape the future of the industry. Collaborations and emerging technologies are projected to intensify competition in this fast-paced market.
For instance, in November 2023, Procter & Gamble launched the Febreze AIRIA Smart Scent Diffuser, featuring patented SmartJet technology inspired by thermal ink-jet printers. It consistently dispenses micro-scent droplets through 32 nozzles and uses printed micro-heaters to release fragrance rapidly and uniformly. The device is compatible with Amazon Alexa and includes an app for personalized scheduling and control. AIRIA is non-toxic, safe for families and pets, and its fragrance evaporates quickly from surfaces.
Table of Contents
1. Project Scope and Definitions
2. Research Methodology
3. Impact of U.S. Tariffs
4. Executive Summary
5. Voice of Customers
- 5.1. Respondent Demographics
- 5.2. Brand Awareness
- 5.3. Factors Considered in Purchase Decisions
- 5.4. Challenges Faced Post Purchase
- 5.5. Preferred Distribution Channel
6. Global Air Freshener Market Outlook, 2018-2032F
- 6.1. Market Size Analysis & Forecast
- 6.1.1. By Value
- 6.2. Market Share Analysis & Forecast
- 6.2.1. By Product Type
- 6.2.1.1. Spray/Aerosols
- 6.2.1.2. Electric Air Fresheners
- 6.2.1.3. Gels
- 6.2.1.4. Others
- 6.2.2. By Distribution Channel
- 6.2.2.1. Supermarkets/Hypermarkets
- 6.2.2.2. Convenience Stores
- 6.2.2.3. Online
- 6.2.2.4. Others
- 6.2.3. By Region
- 6.2.3.1. North America
- 6.2.3.2. Europe
- 6.2.3.3. Asia-Pacific
- 6.2.3.4. South America
- 6.2.3.5. Middle East and Africa
- 6.2.4. By Company Market Share Analysis (Top 5 Companies and Others - By Value, 2024)
- 6.2.1. By Product Type
- 6.3. Market Map Analysis, 2024
- 6.3.1. By Product Type
- 6.3.2. By Distribution Channel
- 6.3.3. By Region
7. North America Air Freshener Market Outlook, 2018-2032F
- 7.1. Market Size Analysis & Forecast
- 7.1.1. By Value
- 7.2. Market Share Analysis & Forecast
- 7.2.1. By Product Type
- 7.2.1.1. Spray/Aerosols
- 7.2.1.2. Electric Air Fresheners
- 7.2.1.3. Gels
- 7.2.1.4. Others
- 7.2.2. By Distribution Channel
- 7.2.2.1. Supermarkets/Hypermarkets
- 7.2.2.2. Convenience Stores
- 7.2.2.3. Online
- 7.2.2.4. Others
- 7.2.3. By Country
- 7.2.3.1. United States
- 7.2.3.2. Canada
- 7.2.3.3. Mexico
- 7.2.1. By Product Type
- 7.3. Country Market Assessment
- 7.3.1. United States Air Freshener Market Outlook, 2018-2032F*
- 7.3.1.1. Market Size Analysis & Forecast
- 7.3.1.1.1. By Product Type
- 7.3.1.1.1.1. Spray/Aerosols
- 7.3.1.1.1.2. Electric Air Fresheners
- 7.3.1.1.1.3. Gels
- 7.3.1.1.1.4. Others
- 7.3.1.1.2. By Distribution Channel
- 7.3.1.1.2.1. Supermarkets/Hypermarkets
- 7.3.1.1.2.2. Convenience Stores
- 7.3.1.1.2.3. Online
- 7.3.1.1.2.4. Others
- 7.3.1.1.1. By Product Type
- 7.3.1.1. Market Size Analysis & Forecast
- 7.3.2. Canada
- 7.3.3. Mexico
- 7.3.1. United States Air Freshener Market Outlook, 2018-2032F*
All segments will be provided for all the regions and countries covered
8. Europe Air Freshener Market Outlook, 2018-2032F
- 8.1. Germany
- 8.2. France
- 8.3. Italy
- 8.4. United Kingdom
- 8.5. Russia
- 8.6. Netherlands
- 8.7. Spain
- 8.8. Turkey
- 8.9. Poland
9. Asia-Pacific Air Freshener Market Outlook, 2018-2032F
- 9.1. India
- 9.2. China
- 9.3. Japan
- 9.4. Australia
- 9.5. Vietnam
- 9.6. South Korea
- 9.7. Indonesia
- 9.8. Philippines
10. South America Air Freshener Market Outlook, 2018-2032F
- 10.1. Brazil
- 10.2. Argentina
11. Middle East and Africa Air Freshener Market Outlook, 2018-2032F
- 11.1. Saudi Arabia
- 11.2. UAE
- 11.3. South Africa
12. Demand Supply Analysis
13. Import and Export Analysis
14. Value Chain Analysis
15. Porter's Five Forces Analysis
16. PESTLE Analysis
17. Pricing Analysis
18. Market Dynamics
- 18.1. Market Drivers
- 18.2. Market Challenges
19. Market Trends and Developments
20. Case Studies
21. Competitive Landscape
- 21.1. Competition Matrix of Top 5 Market Leaders
- 21.2. SWOT Analysis for Top 5 Players
- 21.3. Key Players Landscape for Top 10 Market Players
- 21.3.1. The Procter & Gamble Company
- 21.3.1.1. Company Details
- 21.3.1.2. Key Management Personnel
- 21.3.1.3. Key Products Offered
- 21.3.1.4. Key Financials (As Reported)
- 21.3.1.5. Key Market Focus and Geographical Presence
- 21.3.1.6. Recent Developments/Collaborations/Partnerships/Mergers and Acquisitions
- 21.3.2. S.C. Johnson & Son Inc.
- 21.3.3. Reckitt Benckiser Group PLC
- 21.3.4. Energizer Holdings, Inc. (California Scents)
- 21.3.5. S.T. Corporation
- 21.3.6. Armaly Brands, Inc.
- 21.3.7. Amway Corporation
- 21.3.8. KOBAYASHI Pharmaceutical Co., Ltd.
- 21.3.9. OMI Industries (Fresh Wave)
- 21.3.10. Church & Dwight Co. Inc.
- 21.3.1. The Procter & Gamble Company
Companies mentioned above DO NOT hold any order as per market share and can be changed as per information available during research work.
22. Strategic Recommendations
23. About Us and Disclaimer
List of Tables
- Table 1. Competition Matrix of Top 5 Market Leaders
- Table 2. Mergers & Acquisitions / Joint Ventures (If Applicable)
- Table 3. About Us - Regions and Countries Where We Have Executed Client Projects
List of Figures
- Figure 1. Global Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 2. Global Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 3. Global Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 4. Global Air Freshener Market Share (%), By Region, 2018-2032F
- Figure 5. North America Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 6. North America Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 7. North America Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 8. North America Air Freshener Market Share (%), By Country, 2018-2032F
- Figure 9. United States Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 10. United States Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 11. United States Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 12. Canada Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 13. Canada Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 14. Canada Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 15. Mexico Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 16. Mexico Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 17. Mexico Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 18. Europe Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 19. Europe Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 20. Europe Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 21. Europe Air Freshener Market Share (%), By Country, 2018-2032F
- Figure 22. Germany Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 23. Germany Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 24. Germany Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 25. France Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 26. France Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 27. France Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 28. Italy Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 29. Italy Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 30. Italy Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 31. United Kingdom Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 32. United Kingdom Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 33. United Kingdom Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 34. Russia Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 35. Russia Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 36. Russia Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 37. Netherlands Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 38. Netherlands Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 39. Netherlands Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 40. Spain Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 41. Spain Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 42. Spain Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 43. Turkey Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 44. Turkey Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 45. Turkey Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 46. Poland Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 47. Poland Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 48. Poland Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 49. South America Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 50. South America Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 51. South America Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 52. South America Air Freshener Market Share (%), By Country, 2018-2032F
- Figure 53. Brazil Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 54. Brazil Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 55. Brazil Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 56. Argentina Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 57. Argentina Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 58. Argentina Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 59. Asia-Pacific Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 60. Asia-Pacific Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 61. Asia-Pacific Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 62. Asia-Pacific Air Freshener Market Share (%), By Country, 2018-2032F
- Figure 63. India Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 64. India Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 65. India Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 66. China Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 67. China Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 68. China Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 69. Japan Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 70. Japan Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 71. Japan Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 72. Australia Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 73. Australia Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 74. Australia Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 75. Vietnam Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 76. Vietnam Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 77. Vietnam Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 78. South Korea Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 79. South Korea Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 80. South Korea Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 81. Indonesia Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 82. Indonesia Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 83. Indonesia Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 84. Philippines Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 85. Philippines Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 86. Philippines Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 87. Middle East & Africa Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 88. Middle East & Africa Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 89. Middle East & Africa Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 90. Middle East & Africa Air Freshener Market Share (%), By Country, 2018-2032F
- Figure 91. Saudi Arabia Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 92. Saudi Arabia Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 93. Saudi Arabia Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 94. UAE Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 95. UAE Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 96. UAE Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 97. South Africa Air Freshener Market, By Value, In USD Billion, 2018-2032F
- Figure 98. South Africa Air Freshener Market Share (%), By Product Type, 2018-2032F
- Figure 99. South Africa Air Freshener Market Share (%), By Distribution Channel, 2018-2032F
- Figure 100. By Product Type Map - Market Size (USD Billion) & Growth Rate (%), 2024
- Figure 101. By Distribution Channel Map - Market Size (USD Billion) & Growth Rate (%), 2024
- Figure 102. By Region Map - Market Size (USD Billion) & Growth Rate (%), 2024
