Air Freshener Market – Global Industry Size, Share, Trends, Opportunity and Forecast, By Product Type (Spray/Aerosols, Electric Air Fresheners, Gels, Others), By Sales Channel (Supermarket/Hypermarket, Convenience Stores, Online, Others), By Region & Competition, 2021-2031F

Forecast Period	2027-2031
Market Size (2025)	USD 16.35 Billion
CAGR (2026-2031)	7.16%
Fastest Growing Segment	Online
Largest Market	North America
Market Size (2031)	USD 24.76 Billion

Market Overview

The Global Air Freshener Market will grow from USD 16.35 Billion in 2025 to USD 24.76 Billion by 2031 at a 7.16% CAGR. The Global Air Freshener Market comprises products designed to eliminate unpleasant odors or introduce fragrances into indoor environments, available in various formats such as aerosols, electric diffusers, gels, and candles. The primary drivers supporting market growth include heightened global awareness regarding hygiene and the increasing necessity for odor management in densely populated urban living spaces. Furthermore, rising rates of pet ownership have created a sustained demand for effective air care solutions that can maintain indoor freshness across residential and commercial settings.

However, the industry faces a significant challenge arising from growing health and environmental concerns related to volatile organic compounds found in synthetic fragrances, which hinders expansion by prompting stricter regulations. This issue is compelling manufacturers to reformulate products to align with rigorous safety standards. According to A.I.S.E., in 2024, the European household care sector, which includes the air freshener category, was valued at €37.8 billion, demonstrating the substantial economic scale of the industry despite these regulatory hurdles.

Key Market Drivers

The rising disposable incomes and premiumization of home care are fundamentally reshaping the market, as consumers increasingly view home fragrance as an affordable luxury and a key element of interior décor. This trend has fueled the success of specialty retailers that offer sophisticated, aromatherapy-based scents and decorative dispensing mechanisms, distinguishing them from traditional functional odor eliminators. The resilience of this high-value segment is evident in recent financial disclosures from leading specialty brands which rely heavily on experiential scents. According to Bath & Body Works, November 2025, in the 'Q3 2025 Earnings Results', the company reported net sales of $1.6 billion for the quarter, demonstrating the substantial revenue volume generated by premium home fragrance products despite broader economic pressures.

Concurrently, the growing awareness of indoor air quality and hygiene continues to drive widespread adoption of functional air care solutions, particularly those that promise active odor neutralization and germ elimination alongside fragrance. This driver has integrated air fresheners into the essential cleaning routines of households globally, ensuring stable demand for major hygiene-centric portfolios. According to Reckitt, March 2025, in the 'Annual Report and Accounts 2024', the Hygiene business unit, which includes the flagship Air Wick brand, achieved net revenue of £6.14 billion, driven by broad-based growth across its power brands. This performance underscores the critical role of hygiene-positioned air care in the broader market. Furthermore, major conglomerates continue to invest heavily to capture this steady demand; according to Procter & Gamble, in 2025, the Home Care segment delivered organic sales growth in the low single digits, fueled by innovation-driven volume increases in North America.

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Key Market Challenges

The Global Air Freshener Market faces significant impediments due to escalating health and environmental apprehensions regarding volatile organic compounds (VOCs) present in synthetic fragrances. This scrutiny drives stricter regulatory frameworks and heightens consumer caution, directly constraining market expansion. Manufacturers are compelled to divert substantial resources toward reformulating products to meet rigorous safety standards, which slows innovation cycles and increases operational costs. Consequently, the industry struggles to maintain volume growth in mature markets where consumers increasingly prioritize indoor air quality and chemical-free environments over traditional fragrance delivery methods.

This negative impact is evident in recent industrial output figures. According to the British Aerosol Manufacturers' Association, in 2024, while the total UK aerosol sector grew to 1.45 billion units, the household category performance slowed, reinforced by a sharp drop in air freshener fillings. This reduction in manufacturing volume illustrates how regulatory pressures and shifting consumer sentiment regarding product ingredients are tangibly hampering the growth trajectory of the traditional air care segment, forcing a contraction in specific high-volume categories despite broader industry resilience.

Key Market Trends

The adoption of AI-enabled and app-controlled smart diffusers is fundamentally altering the user experience by shifting value from passive scent delivery to personalized, interactive environments. Consumers are increasingly favoring high-tech devices that allow for precise intensity control, scheduling, and remote management via smartphones, effectively moving the category toward a subscription-based model. This technological integration is increasingly supported by major ingredient suppliers who are leveraging artificial intelligence to create optimized scent profiles for these advanced systems. According to dsm-firmenich, August 2025, in the 'Half-Year 2025 Results', the company reported first-half sales of €6.51 billion, representing 7% organic growth, a performance explicitly attributed to strategic investments in innovation and new technologies like AI for scent creation.

Simultaneously, the rising preference for plant-based and non-toxic formulations is reshaping product development as consumers scrutinize ingredient safety and environmental impact. This trend drives the replacement of synthetic petrochemicals with botanical extracts and essential oils, compelling brands to highlight "clean label" transparency to retain trust in mature markets. The market viability of this shift is confirmed by the robust financial performance of suppliers specializing in natural ingredients. According to Symrise, January 2025, in the 'Annual Report 2024', the Scent & Care segment generated sales of €1,908 million, with the application areas for Active & Botanicals recording the strongest growth rates, validating the surging industrial demand for nature-derived air care solutions.

Segmental Insights

The Online segment is recognized as the fastest-growing distribution channel in the Global Air Freshener Market due to the significant expansion of the global e-commerce sector. This trajectory is primarily driven by the convenience of home delivery and the capacity of digital platforms to offer a wider inventory of fragrances compared to physical stores. Additionally, the rising popularity of automated subscription models for household goods ensures recurring sales and sustained consumer engagement. These elements, combined with the ease of comparing prices and reviewing products, fundamentally accelerate the migration of consumers toward online retail channels.

Regional Insights

North America maintains a leading position in the global air freshener market due to high consumer spending on home care products and a widespread preference for maintaining ambient indoor quality. The region benefits from a well-established retail infrastructure that ensures broad product availability across the United States and Canada. Furthermore, market stability is reinforced by strict adherence to safety and environmental mandates from the U.S. Environmental Protection Agency. These regulations ensure consistent product quality, which sustains high consumer confidence and supports the continuous demand for various air care solutions in this region.

Recent Developments

• In September 2024, Reckitt’s home fragrance division launched an upgraded version of its Essential Mist Diffuser, featuring enhanced functionality and a modern aesthetic. The new device was engineered to offer superior fragrance control with adjustable intensity settings and a built-in light that glows during mist release to add visual ambiance. It was designed to be cordless and portable, utilizing pre-blended refills infused with natural essential oils that provide freshness for up to 45 days. This strategic product launch aimed to deliver a complete multi-sensorial experience, catering to consumers looking to transform their homes into a relaxing and welcoming sanctuary.
• In July 2024, Everspray launched a new aerosol air freshener utilizing breakthrough nanoparticle technology designed to significantly enhance scent longevity. The company announced that this innovation allows fragrance particles to remain airborne for extended periods compared to traditional aerosols, while simultaneously minimizing surface settling and residue. The product was developed to be non-flammable and fully compliant with strict volatile organic compound regulations, ensuring environmental safety. This launch represented a major technological advancement in the industry, aiming to disrupt the market by offering a more effective delivery system that transforms how consumers experience air care products in their daily lives.
• In January 2024, a leading brand under Procter & Gamble unveiled its third annual "Scent of the Year" titled Romance & Desire. This innovative fragrance was crafted to foster personal connection, blending delicate notes of pink rose petals with the effervescent aroma of champagne. The launch responded to consumer research highlighting a craving for in-person interaction in a digital society. The collection was made available across major retailers in diverse formats, including air sprays, plug-ins, and small space fresheners. The scent profile was specifically designed to ignite an inner passion for connection and set a welcoming, intimate mood in residential spaces.
• In January 2024, the smart home fragrance company Pura announced a strategic collaboration with the lifestyle brand Mersea to launch a new fragrance collection. This partnership introduced three exclusive scents designed to evoke the essence of a classic beach vacation, including notes of pine, coconut sugar, and sea salt. The fragrances were developed to be compatible with Pura’s smart diffuser technology, allowing users to control scent intensity and schedules via a mobile app. This collaboration highlighted the company's focus on combining high-quality, non-toxic fragrances with advanced smart home technology to create immersive and customizable sensory experiences for customers.

Key Market Players

• The Procter & Gamble Company
• S.C. Johnson & Son Inc.
• Reckitt Benckiser Group PLC
• Henkel AG & Co. KGaA
• Church & Dwight Co., Inc.
• Energizer Holdings, Inc.
• S.T. Corporation
• Nakoma Products LLC
• Amway Corporation
• KOBAYASHI Pharmaceutical Co., Ltd.

By Product Type	By Sales Channel	By Region
Spray/Aerosols Electric Air Fresheners Gels Others	Supermarket/Hypermarket Convenience Stores Online Others	North America Europe Asia Pacific South America Middle East & Africa

Report Scope:

In this report, the Global Air Freshener Market has been segmented into the following categories, in addition to the industry trends which have also been detailed below:

• Air Freshener Market, By Product Type:

• Spray/Aerosols
• Electric Air Fresheners
• Gels
• Others

• Air Freshener Market, By Sales Channel:

• Supermarket/Hypermarket
• Convenience Stores
• Online
• Others

• Air Freshener Market, By Region:

• North America
• United States
• Canada
• Mexico
• Europe
• France
• United Kingdom
• Italy
• Germany
• Spain
• Asia Pacific
• China
• India
• Japan
• Australia
• South Korea
• South America
• Brazil
• Argentina
• Colombia
• Middle East & Africa
• South Africa
• Saudi Arabia
• UAE