Air Freshener Market - Global Industry Size, Share, Trends, Opportunity, and Forecast, 2021-2031

The Global Air Freshener Market is projected to expand from USD 16.35 Billion in 2025 to USD 24.76 Billion by 2031, reflecting a compound annual growth rate of 7.16%. This market encompasses a wide array of formats, including electric diffusers, gels, aerosols, and candles, all engineered to neutralize unpleasant smells or enhance indoor ambiance with fragrance. The primary factors propelling this growth are a global increase in hygiene awareness and a growing need for odor control in high-density urban areas. Additionally, rising pet ownership rates have generated a continuous need for efficient air care products capable of sustaining freshness in both residential and commercial environments.

Conversely, the industry encounters significant hurdles due to escalating health and environmental worries regarding volatile organic compounds present in synthetic scents, a factor that impedes growth by triggering tighter regulations. This pressure forces manufacturers to modify their formulations to comply with stringent safety protocols. Despite these regulatory challenges, the sector maintains considerable economic magnitude; according to A.I.S.E., the European household care sector - which encompasses the air freshener category - was valued at €37.8 billion in 2024, highlighting the industry's substantial scale even amidst compliance obstacles.

Market Drivers

Rising disposable incomes and the trend toward premium home care are transforming the landscape, as consumers increasingly treat home fragrance as an accessible luxury and an integral part of interior design. This shift has bolstered the performance of specialty retailers offering complex, aromatherapy-inspired scents and decorative devices, setting them apart from standard functional products. Leading specialty brands underscore the strength of this high-value market; according to Bath & Body Works' Q3 2025 Earnings Results released in November 2025, the company achieved net sales of $1.6 billion for the quarter, confirming the significant revenue driven by premium home fragrance items despite external economic strains.

Concurrently, heightened attention to indoor air quality and hygiene is fueling the adoption of functional air care solutions, specifically those combining fragrance with active odor neutralization and germ protection. This dynamic has cemented air fresheners as staples in global household cleaning regimens, ensuring consistent demand for hygiene-focused product lines. According to Reckitt's Annual Report and Accounts 2024 published in March 2025, their Hygiene unit - home to the Air Wick brand - recorded net revenue of £6.14 billion, propelled by broad growth across key brands. Similarly, major conglomerates continue to invest in this sector; according to Procter & Gamble in 2025, their Home Care segment realized low single-digit organic sales growth, driven by innovation-led volume gains in North America.

Market Challenges

The Global Air Freshener Market confronts substantial obstacles stemming from intensifying health and environmental concerns regarding volatile organic compounds (VOCs) found in synthetic fragrances. This scrutiny leads to more rigorous regulatory environments and increased consumer hesitation, which directly limits market expansion. Manufacturers are forced to allocate significant resources toward reformulating products to satisfy strict safety requirements, a process that decelerates innovation and raises operational expenses. Consequently, the industry faces difficulties maintaining volume growth in mature markets where consumers increasingly favor chemical-free environments and superior indoor air quality over conventional scent delivery systems.

The adverse effect of these pressures is reflected in recent production statistics. According to the British Aerosol Manufacturers' Association, while the total UK aerosol sector expanded to 1.45 billion units in 2024, the household category experienced a slowdown, largely driven by a precipitous decline in air freshener fillings. This decrease in manufacturing output demonstrates how regulatory demands and evolving consumer preferences regarding ingredients are tangibly obstructing the growth of the traditional air care segment, resulting in a contraction within specific high-volume categories despite the general resilience of the wider industry.

Market Trends

The integration of AI-enabled and app-controlled smart diffusers is fundamentally altering the user experience, moving the value proposition from passive scenting to personalized, interactive atmospheres. Consumers are increasingly opting for advanced devices that offer precise control over intensity, scheduling, and remote management via smartphones, pushing the category toward subscription-oriented business models. This technological evolution is bolstered by major ingredient suppliers utilizing artificial intelligence to develop optimized scent profiles; according to dsm-firmenich's Half-Year 2025 Results in August 2025, the firm posted first-half sales of €6.51 billion with 7% organic growth, a success attributed to strategic investments in innovation and technologies like AI for scent creation.

Simultaneously, a growing preference for plant-based and non-toxic formulations is reshaping product development as consumers examine ingredient safety and environmental footprints. This trend is driving the substitution of synthetic petrochemicals with botanical extracts and essential oils, compelling brands to emphasize "clean label" transparency to maintain trust in established markets. The commercial viability of this transition is supported by the strong financial results of suppliers focused on natural ingredients; according to Symrise's Annual Report 2024 released in January 2025, their Scent & Care segment achieved sales of €1.90 billion, with Active & Botanicals recording the highest growth rates, confirming the rising industrial demand for nature-derived air care solutions.

Key Players Profiled in the Air Freshener Market

• 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.

Report Scope

In this report, the Global Air Freshener Market has been segmented into the following categories:

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
• Europe
• Asia-Pacific
• South America
• Middle East & Africa

Competitive Landscape

Company Profiles: Detailed analysis of the major companies present in the Global Air Freshener Market.

Available Customization

The analyst offers customization according to your specific needs. The following customization options are available for the report:

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

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