Household Air Care Product Market – Global Industry Size, Share, Trends, Opportunity and Forecast, By Product Type (Candles, Home Fragrances, Air Freshener, Others), By Distribution Channel (Supermarket & Hypermarket, Convenience Stores, Specialty Stores, Online, Others), By Region & Competition, 2020-2030F

Market Overview

Global Household Air Care Product market was valued at USD 67.12 billion in 2024 and is expected to grow to USD 82.45 billion by 2030 with a CAGR of 4.67% during the forecast period. The Household Air Care Product market is experiencing significant growth, driven by rising concerns over indoor air quality and pollution levels. With increasing awareness of airborne pollutants, allergens, and respiratory health issues, consumers are actively investing in air fresheners, purifiers, and odor-neutralizing solutions. The growing trend of aromatherapy and wellness-focused lifestyles has further boosted demand for fragrance-based air care products, including essential oil diffusers and scented sprays. Also, urbanization, rising disposable income, and premiumization in home care products have led to the expansion of eco-friendly, non-toxic, and natural air fresheners. Technological advancements, such as smart air purifiers and automatic scent dispensers, are also driving innovation in the market. The expansion of e-commerce and consumer preference for convenient, long-lasting air care solutions continue to shape industry growth.

Key Market Drivers

Rising Air Pollution Levels

The global household air care product market is significantly driven by the rising levels of air pollution and increasing concerns over indoor air quality. As a part of this, according to the United States Environmental Protection Agency, as of 2023, the United States released over 66 million tons of pollutants into the atmosphere. With worsening airborne pollutants, dust, allergens, and harmful chemicals infiltrating homes, consumers are actively seeking air fresheners, purifiers, and odor-neutralizing solutions to maintain a healthier living environment. Indoor air pollution, caused by cooking fumes, pet dander, mold, and household chemicals, has led to a surge in demand for air care products that eliminate pollutants and enhance air freshness. Also, rising cases of respiratory issues such as asthma, allergies, and sinus infections have further increased consumer awareness and adoption of air purification and fragrance-based solutions. Governments and health organizations are emphasizing the importance of improving indoor air quality, driving innovation in eco-friendly, chemical-free, and natural air fresheners. The integration of smart air purification technologies, essential oil diffusers, and long-lasting air fresheners is also shaping market trends. As pollution concerns continue to escalate, the demand for household air care products is expected to grow steadily.

Growing Disposable Income & Changing Lifestyles

The global household air care product market is experiencing strong growth, driven by rising disposable incomes and evolving consumer lifestyles. As a part of this, according to a recent study, as of 2023, India's per capita disposable income increased from USD 2.11 thousand in 2019 to USD 2.54 thousand. As income levels increase, particularly in emerging economies, consumers are more willing to spend on premium home care products, including air fresheners, odor neutralizers, and smart air purifiers. This shift reflects a growing preference for enhanced home ambiance, wellness, and hygiene.Modern lifestyles, influenced by urbanization and busier schedules, have also contributed to the demand for convenient and long-lasting air care solutions. With more time spent indoors, whether for work or leisure, individuals are prioritizing fresh, clean, and pleasant-smelling indoor environments. The popularity of aromatherapy and wellness-focused living has further fueled the adoption of natural and eco-friendly air care products. Also, the expansion of e-commerce and digital marketing has made premium and niche air care products more accessible to a wider audience. As consumer preferences shift toward healthier and more fragrant living spaces, the demand for household air care products is expected to rise steadily in the coming years.

Innovation & Product Development

 The global household air care product market is witnessing significant growth, fueled by continuous innovation and product development. As a part of this, as of October 2024, Homedics launched the SereneScent Waterless Home Fragrance Diffuser and SereneScent Fragrance Oils, designed to elevate the home fragrance experience. Leading manufacturers are investing in advanced formulations, smart technology integration, and eco-friendly solutions to cater to evolving consumer preferences. The demand for long-lasting, natural, and chemical-free air care products has led to the introduction of organic air fresheners, essential oil diffusers, and plant-based odor neutralizers.Technological advancements have also revolutionized the market with smart air purifiers, automatic scent dispensers, and app-controlled fragrance systems. Consumers are increasingly seeking personalized air care solutions, including customizable scents, allergen-reducing sprays, and antibacterial air fresheners for enhanced indoor hygiene.Sustainability has become a key focus, prompting brands to develop biodegradable packaging, refillable air freshener systems, and eco-conscious aerosol alternatives. Also, the rise of multipurpose air care products—such as air fresheners with disinfectant properties—is reshaping consumer choices.As competition intensifies, brands continue to differentiate themselves through unique scents, improved longevity, and smart home integration, ensuring sustained market expansion and increased consumer adoption.

Download Free Sample Report

Key Market Challenges

Fluctuating Prices of Raw Material

The global household air care product market faces a significant challenge due to the fluctuating prices of raw materials. Essential components such as fragrances, essential oils, aerosol propellants, packaging materials, and chemicals used in air fresheners, diffusers, and purifiers are highly dependent on global supply chains and commodity prices. Volatility in the cost of natural ingredients like lavender, citrus extracts, and essential oils due to climate change, seasonal variations, and geopolitical tensions directly impacts production costs. Also, petroleum-based derivatives used in aerosol sprays and plastic packaging are subject to crude oil price fluctuations, further increasing cost unpredictability for manufacturers. Rising transportation and logistics costs, coupled with supply chain disruptions, add to the financial strain on companies, forcing them to either absorb the costs or pass them on to consumers. To mitigate these challenges, manufacturers are exploring alternative raw materials, eco-friendly packaging, and localized supply chains. However, sustaining profitability while maintaining product affordability remains a persistent challenge in the highly competitive household air care market.

Intense Competition Among Players

The global household air care product market is highly competitive, with numerous established brands and new entrants vying for market share. Leading players, including multinational corporations and regional brands, compete aggressively on factors such as pricing, product innovation, sustainability, and marketing strategies. This intense competition puts pressure on companies to constantly innovate and differentiate their products to retain customer loyalty.Consumers today seek high-quality, long-lasting, and eco-friendly air care solutions, forcing brands to invest in research and development (R&D) for advanced formulations, smart home integration, and natural ingredient-based alternatives. Also, the rise of private-label brands and local manufacturers offering cost-effective air fresheners and purifiers has further heightened competition.Marketing expenditures have surged as companies focus on celebrity endorsements, influencer collaborations, and digital advertising to capture consumer attention. However, with an abundance of choices available, brand differentiation remains a significant challenge. Also, price sensitivity among consumers in emerging markets creates further hurdles for premium product manufacturers. To stay ahead, companies must balance cost-efficiency, innovation, and effective branding while navigating an increasingly saturated and dynamic market landscape.

Key Market Trends

Growing Demand for Natural & Organic Air Fresheners

The global household air care product market is witnessing a significant shift towards natural and organic air fresheners, driven by increasing consumer awareness of health, wellness, and environmental sustainability. Traditional air fresheners, often formulated with synthetic chemicals and artificial fragrances, have raised concerns over potential health risks such as allergies, respiratory issues, and skin sensitivities. As a result, consumers are actively seeking plant-based, non-toxic, and chemical-free alternatives. Brands are responding by introducing essential oil-infused air fresheners, biodegradable scent diffusers, and water-based sprays that eliminate odors without the use of harsh chemicals. These natural formulations not only enhance indoor air quality but also align with the growing trend of eco-conscious living. Also, many companies are focusing on sustainable packaging solutions, including refillable bottles and recyclable materials, to further reduce environmental impact. The rising popularity of aromatherapy has also fueled demand for organic air fresheners that promote relaxation, stress relief, and overall well-being. As consumers become more selective about the ingredients in household products, the demand for natural and organic air care solutions is expected to grow, shaping the future of the market.

Surging E-Commerce Growth

The global household air care product market is experiencing significant growth due to the rapid expansion of e-commerce and direct-to-consumer (DTC) sales channels. As a part of this, according to a recent study, as of 2023, global retail e-commerce revenues are projected to reach USD 5.8 trillion. Consumers are increasingly turning to online platforms to purchase air fresheners, diffusers, and purifiers, driven by the convenience of home delivery, wider product selection, and access to customer reviews. This shift has been further accelerated by the rise of digital marketing, influencer endorsements, and subscription-based purchasing models.Leading air care brands are investing in robust e-commerce strategies, offering personalized recommendations, discounts, and exclusive online deals to attract digital-first shoppers. Marketplaces like Amazon, Walmart, and regional e-commerce giants have become crucial sales channels, allowing both established brands and new entrants to reach a broader consumer base. Also, social media-driven commerce (social shopping) is gaining traction, with brands leveraging platforms like Instagram, TikTok, and Facebook to engage consumers through targeted ads and influencer partnerships. As more consumers shift towards online shopping, companies in the household air care market are prioritizing seamless digital experiences, fast shipping, and eco-friendly packaging to meet evolving customer expectations and sustain long-term growth.

Rising Popularity of Water-Based & Non-Aerosol Fresheners

The global household air care product market is witnessing a significant shift towards water-based and non-aerosol fresheners, driven by growing concerns over environmental sustainability, indoor air quality, and health safety. Traditional aerosol sprays often contain volatile organic compounds (VOCs), chemical propellants, and synthetic fragrances, which have been linked to respiratory issues, allergies, and negative environmental impacts. As a result, consumers are actively seeking safer, eco-friendly alternatives that deliver effective odor elimination without harmful chemicals. Manufacturers are responding to this demand by introducing water-based air fresheners, which utilize natural ingredients, essential oils, and biodegradable formulations. These products offer long-lasting freshness without releasing pollutants into the air. Also, the market has seen a rise in non-aerosol delivery systems, such as automatic mist dispensers, plug-in diffusers, reed diffusers, and solid air fresheners, which provide a cleaner, residue-free fragrance experience. Regulatory pressures to reduce carbon footprints and eliminate harmful propellants are also accelerating this trend, with brands innovating to meet green certification standards. As sustainability and health-consciousness continue to shape consumer preferences, water-based and non-aerosol air fresheners are set to dominate the household air care market.

Segmental Insights

Product Type Insights

Air Freshener dominated the global Household Air Care Product market driven by its widespread consumer adoption, affordability, and variety of fragrance options. Air fresheners are a staple in homes, offices, and commercial spaces, offering an easy and effective solution for eliminating odors and enhancing indoor environments. Their popularity is further fueled by increasing urbanization, rising disposable incomes, and growing consumer preference for scented living spaces. Manufacturers continue to innovate with natural, water-based, and essential oil-infused formulations, catering to the rising demand for eco-friendly and non-toxic air care solutions. Also, the market has seen advancements in automated air freshening systems, plug-in diffusers, and smart fragrance dispensers, which provide long-lasting freshness with minimal effort.

Download Free Sample Report

Regional Insights

North America dominated the global Household Air Care Product market, driven by high consumer spending, strong awareness of indoor air quality, and a preference for premium and eco-friendly air fresheners. The region’s fast-paced urban lifestyles and demand for convenient, long-lasting air care solutions have fueled the adoption of automated air freshening systems, plug-in diffusers, and smart home-integrated fragrance devices. Also, Europe Household Air Care Product market is driven by factors such as growing consumer awareness of indoor air quality, increasing demand for natural and eco-friendly products, and stringent environmental regulations. Consumers are shifting towards organic, biodegradable, and VOC-free air fresheners, leading manufacturers to develop water-based, non-aerosol, and essential oil-infused formulations.

Recent Developments

• In November 2023, Below 60° launched its latest 100% natural air fragrance devices, crafted to enhance home, office, and commercial spaces with premium, nature-inspired scents. The collection, formulated exclusively from essential oils, debuts with three distinct fragrances: Mint Disco on Ice, If Citrus Were a Feeling and Vanilla Buys a Timeshare in Paradise.
• In August 2023, Dabur India launched ‘Odonil Gel Pocket’, an innovative gel-based air freshener designed to deliver superior, long-lasting fragrance. This latest addition to the Odonil portfolio features advanced gel technology, ensuring a consistent and enduring scent experience. Infused with essential oils, the product not only enhances indoor ambiance but also offers germ protection, making it an ideal air care solution for every space in the home.

Key Market Players

• Reckitt Benckiser
• Pour Home
• Sneh Chemical Industries
• Parveen Industries
• Aroma360
• N. Ranga Rao & Sons Pvt. Ltd
• Newell Brands Inc.
• Diptyque SAS
• Rad Brands Pvt. Ltd
• Welburn Candles

Report Scope:

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

•   Household Air Care Product Market, By Product Type:

o   Candles

o   Home Fragrances

o   Air Freshener

o    Others

• Household Air Care Product Market, By Distribution Channel:

o   Supermarket & Hypermarket

o   Convenience Stores

o   Specialty Stores

o   Online

o   Others

• Household Air Care Product Market, By Region:

o   North America

§  United States

§  Canada

§  Mexico

o   Asia-Pacific

§  China

§  Japan

§  India

§  Australia

§  South Korea

o   Europe

§  France

§  United Kingdom

§  Italy

§  Germany

§  Spain

o   South America

§  Argentina

§  Colombia

§  Brazil

o   Middle East & Africa

§  South Africa

§  Saudi Arabia

§  UAE

§  Turkey

Competitive Landscape

Company Profiles: Detailed analysis of the major companies presents in the Global Household Air Care Product Market.

Available Customizations:

Global Household Air Care Product Market report with the given market data, TechSci Research offers customizations according to a company's specific needs. The following customization options are available for the report:

Company Information

• Detailed analysis and profiling of additional market players (up to five).

Global Household Air Care Product Market is an upcoming report to be released soon. If you wish an early delivery of this report or want to confirm the date of release, please contact us at [email protected]