Air Freshener

Air Freshener Market Outlook

The global air freshener market is estimated to reach USD 12.4 billion by 2025, growing at a CAGR of around 4.6% from 2023 to 2030. This growth is largely attributed to the increasing consumer awareness regarding hygiene and the need for pleasant ambiance in both residential and commercial spaces. The rising trend of urbanization coupled with busy lifestyles has led to a surge in demand for air fresheners as they effectively combat odors and enhance indoor air quality. Additionally, the growing focus on health and wellness is steering consumers towards products that offer not only fragrance but also purifying properties. Furthermore, innovation in product formats and fragrance options continues to attract a larger consumer base, fostering growth in the air freshener market.

Growth Factor of the Market

The air freshener market is experiencing impressive growth primarily due to several contributing factors. One of the major factors driving this growth is the increasing demand for air treatment solutions across various sectors including residential, commercial, and industrial spaces. As consumers become more conscious of their living and working environments, they seek products that not only mask bad odors but also create a welcoming atmosphere. Moreover, the rising trend of e-commerce has made air fresheners more accessible to consumers, allowing for a wider range of options and convenient purchasing methods. Additionally, manufacturers are focusing on eco-friendly formulations and sustainable packaging, which align with the increasing consumer preference for greener products. The growth of the hospitality and travel industries is also fostering demand for air fresheners, especially in hotels and vehicles where maintaining a pleasant scent is paramount. Lastly, the continuous introduction of innovative products, such as smart air fresheners and customizable fragrance options, is further driving market growth.

Key Highlights of the Market

• The air freshener market is projected to reach USD 12.4 billion by 2025 with a CAGR of 4.6%.
• Increasing consumer awareness regarding hygiene and ambiance is fueling the market growth.
• Urbanization and busy lifestyles are leading to a surge in demand for air fresheners.
• Innovation in product formats and eco-friendly options is attracting a larger consumer base.
• The growth of e-commerce platforms is enhancing product accessibility for consumers.

By Product Type

Spray:

Spray air fresheners represent one of the most popular product types within the air freshener market. These products are favored for their instant odor-neutralizing capabilities and ease of use. The convenience of being able to target specific areas with a quick spray makes them particularly appealing for consumers seeking immediate freshness. Moreover, sprays often come in a variety of fragrances, catering to diverse consumer preferences. The growth of the spray segment is supported by the increasing number of households adopting these products as part of their daily cleaning routine. Additionally, the availability of travel-sized spray air fresheners has expanded their market appeal, making them highly desirable for on-the-go consumers.

Gel:

Gel air fresheners have gained popularity due to their long-lasting fragrance release and their ability to be placed discreetly in various locations. Unlike sprays that require active application, gel air fresheners slowly release fragrance over time, providing a consistent scent in the environment. This makes them particularly suitable for smaller spaces such as bathrooms and closets. The versatility of gel air fresheners, which can come in decorative containers or be packaged in simple, functional designs, has attracted a broad customer base. Furthermore, the growing trend of home decor has led to an increased demand for aesthetically pleasing gel air fresheners that complement interior designs.

Electric:

Electric air fresheners, often categorized as plug-in devices, are increasing in popularity due to their convenience and effectiveness in scent dispersion. These devices work continuously to provide a steady stream of fragrance, which is particularly appealing for consumers looking for long-term solutions. The ability to control the intensity of the fragrance, along with the option for various scent refills, enhances the functionality of electric air fresheners. Moreover, advancements in technology have led to the development of smart electric air fresheners that can be controlled via mobile applications, further attracting tech-savvy consumers. The electric segment is expected to see robust growth as consumers increasingly favor products that require minimal manual intervention.

Reed Diffusers:

Reed diffusers represent a segment of the air freshener market that appeals to those seeking a more subtle and sustained fragrance experience. Unlike sprays or electric devices, reed diffusers provide a continuous release of fragrance through the reeds that absorb scented oil. This method is not only effective in scent distribution but also adds an element of decor to living spaces. The growth in the popularity of reed diffusers can be attributed to the increasing consumer demand for ambient fragrances that contribute to a soothing environment. Additionally, the range of fragrance options available in reed diffusers, paired with aesthetically pleasing designs, makes them an attractive choice for home decorators and fragrance enthusiasts alike.

Car Air Fresheners:

Car air fresheners are a specialized segment catering specifically to the automotive market. These products are designed to eliminate unwanted odors in vehicles while providing pleasant fragrances that enhance the driving experience. The increasing number of vehicle owners coupled with a growing awareness of interior vehicle cleanliness is driving the demand for car air fresheners. Various forms of car air fresheners are available, including hanging cards, vent clips, and even electronic devices that can be plugged into the car's power outlet. The convenience and effectiveness of these products make them essential for maintaining a pleasant atmosphere in vehicles, thus contributing to the growth of this specific segment within the air freshener market.

By Application

Household:

The household segment holds a significant share of the air freshener market, driven by the desire for clean and pleasant living spaces. Consumers are increasingly using air fresheners to manage odors from cooking, pets, or other daily activities, enhancing their overall home environment. The variety of formats like sprays, gels, and diffusers available in the household segment caters to different consumer preferences and usage occasions. As home hygiene becomes a priority, especially in the wake of the global pandemic, the demand for air fresheners in households has surged. Consumers are not only focused on fragrance but also on products that offer air purifying benefits, leading to a broader range of formulations entering the market.

Commercial:

The commercial application of air fresheners is growing rapidly, particularly in sectors such as hospitality, healthcare, and retail. Businesses are recognizing the importance of a pleasant atmosphere for customer satisfaction and employee productivity. Air fresheners are extensively used in hotels, restaurants, fitness centers, and office spaces to create welcoming environments that leave a lasting impression on guests and clients. Additionally, the trend of branding through scent marketing is becoming prevalent, wherein businesses use specific fragrances to enhance their brand identity. As a result, the commercial segment is expected to witness significant growth as more businesses invest in air freshening solutions to improve their ambiance.

Industrial:

The industrial segment of the air freshener market, although smaller compared to household and commercial applications, is gaining traction. Industries such as manufacturing and food processing are increasingly adopting air freshening solutions to combat unpleasant odors associated with production processes. Maintaining a pleasant environment is crucial for worker morale and productivity, prompting industries to implement air fresheners in their facilities. Additionally, regulations regarding workplace safety and cleanliness are pushing companies to invest in effective air treatment solutions. As awareness of the importance of air quality in industrial settings increases, the demand for specialized industrial air fresheners is expected to grow.

By Distribution Channel

Supermarkets/Hypermarkets:

Supermarkets and hypermarkets are one of the most significant distribution channels for air fresheners, accounting for a substantial share of overall sales in the market. These retail formats provide consumers with a wide variety of options to choose from, including multiple brands and product types. The convenience of shopping for air fresheners in supermarkets, combined with promotional offers and discounts, drives consumer purchases. Additionally, the ability to physically inspect products, read labels, and assess scents before buying enhances the shopping experience. Supermarkets often feature air freshener products prominently, making them easily accessible to consumers while encouraging impulse purchases.

Convenience Stores:

Convenience stores serve as a vital distribution channel for air fresheners, particularly for consumers seeking quick and efficient purchasing options. These stores typically offer a limited but essential selection of air fresheners that cater to on-the-go consumers. The advantage of convenience stores lies in their extended operating hours and strategic locations, making them a popular choice for last-minute purchases. The rapid urbanization and the busy lifestyles of consumers have led to increased foot traffic in convenience stores, thus boosting the sales of air fresheners. As such, this channel is crucial for capturing impulse purchases and catering to the needs of a fast-paced consumer base.

Online Retail:

Online retail is witnessing explosive growth in the air freshener market as more consumers turn to e-commerce for their shopping needs. The convenience of browsing a vast selection of products from the comfort of home, combined with the ability to read reviews and compare prices, is driving online sales. E-commerce platforms often provide exclusive deals and fast delivery options, making them an attractive choice for consumers. Moreover, the ongoing digital transformation and the rise of mobile shopping are encouraging consumers to purchase air fresheners online. As a result, the online retail segment is expected to grow rapidly, catering to a diverse consumer base looking for convenience and variety.

Specialty Stores:

Specialty stores play a crucial role in the air freshener market by offering unique and niche products that may not be available in larger retail formats. These stores often focus on high-quality or artisanal air fresheners, appealing to consumers who prioritize premium products or specific fragrance types. Specialty stores offer a personalized shopping experience where consumers can receive expert advice on fragrance selections, enhancing customer satisfaction. The growing trend of consumers seeking distinctive and unique products is driving the popularity of specialty stores, contributing to their significant role in the air freshener distribution landscape.

Others:

This segment encompasses various distribution channels such as drugstores, discount stores, and direct sales that contribute to the overall sales of air fresheners. While these channels may not be as dominant as supermarkets or online retail, they still play an essential role in reaching specific consumer demographics. Drugstores, for instance, often carry air fresheners with additional air-purifying claims or health benefits, catering to health-conscious consumers. Discount stores attract price-sensitive shoppers looking for cost-effective air freshening solutions. The diversity of this segment allows manufacturers to reach a wider audience and adapt to different shopping preferences.

By Fragrance Type

Citrus:

Citrus fragrances are among the most sought-after scents in the air freshener market due to their refreshing and invigorating properties. These fragrances, which include lemon, orange, and lime scents, are commonly used to quickly uplift the mood and create a vibrant atmosphere. The popularity of citrus fragrances can be attributed to their association with cleanliness and freshness, making them ideal for household and commercial applications alike. Furthermore, citrus scents are often perceived as energizing, which enhances their appeal in spaces such as offices and gyms. As consumers increasingly seek invigorating fragrances, the demand for citrus-scented air fresheners is projected to grow significantly.

Floral:

Floral fragrance types encompass a wide range of scents that include rose, lavender, jasmine, and many more. These fragrances are favored for their ability to evoke feelings of tranquility and comfort, making them popular choices for both residential and commercial settings. Floral air fresheners are often associated with creating an inviting and calming atmosphere, which is particularly appealing for homes, spas, and hotels. The diverse range of floral scents available allows consumers to select fragrances that resonate with their personal preferences, leading to sustained demand in this segment. As the trend towards creating serene environments continues, floral fragrances are likely to maintain their strong market presence.

Fresh:

Fresh fragrances are characterized by clean, airy scents that evoke the feeling of a recently cleaned space. These fragrances, which often include notes of ocean breeze or fresh linen, are highly popular among consumers seeking a light and unobtrusive scent. Fresh air fresheners are especially appealing in settings where strong fragrances may be unwelcome, such as bathrooms or offices. The versatility and subtlety of fresh fragrances make them a staple in many households, contributing to their consistent demand. As consumers increasingly prioritize air quality and cleanliness, fresh air fresheners are expected to see continued growth in popularity.

Woody:

Woody fragrances, which include scents such as sandalwood, cedar, and patchouli, are increasingly making their mark in the air freshener market. These fragrances are often associated with warmth and coziness, making them popular among consumers seeking to create a homely atmosphere. Woody scents are particularly appealing for residential applications, where they can add depth and sophistication to the environment. The growing interest in natural and earthy fragrances is driving the popularity of woody air fresheners, as consumers are drawn to scents that connect them to nature. As such, this segment is expected to witness growth as more consumers seek unique and grounding fragrance experiences.

Spicy:

Spicy fragrances, which include scents such as cinnamon, clove, and vanilla, add warmth and richness to the air freshener market. These fragrances are particularly popular during the fall and winter seasons, as they evoke feelings of coziness and comfort. Spicy air fresheners are often used in homes to create a welcoming atmosphere, especially during gatherings and celebrations. The versatility of spicy fragrances allows them to be incorporated into various product types, from sprays to candles, further enhancing their marketability. As consumers increasingly seek fragrances that evoke nostalgia and warmth, spicy air fresheners are likely to see steady demand throughout the year.

By Region

The North American region holds a significant share in the global air freshener market, driven by high consumer spending on personal care and home fragrance products. The market in North America is projected to grow at a CAGR of around 4.5% from 2023 to 2030, largely due to the increasing demand for premium and innovative air freshening solutions. In this region, the preference for convenience products, such as sprays and electric air fresheners, is on the rise, as consumers prioritize ease of use and effectiveness. Additionally, the growing awareness of indoor air quality and the desire for scented environments in homes and workplaces are further propelling market growth. Furthermore, the promotional activities and aggressive marketing strategies employed by key players in North America are expected to continue driving sales in this region.

Europe is another key market for air fresheners, characterized by a strong focus on sustainability and eco-friendly products. European consumers are increasingly opting for natural and organic air fresheners that minimize environmental impact. This trend is reshaping the landscape of the air freshener market in Europe, as manufacturers adapt to meet consumer preferences for greener alternatives. The European market is anticipated to see steady growth, with an emphasis on innovative products that combine fragrance with functional benefits, such as air purification. The rich diversity of cultures within Europe also results in varied fragrance preferences, creating opportunities for brands to tailor their offerings to specific markets. Overall, the combination of eco-conscious consumer behavior and varied regional preferences is expected to sustain growth in the European air freshener market.

Opportunities

The air freshener market is ripe with opportunities as consumers continuously seek innovative and diverse fragrance options. One of the most significant opportunities lies in the development of eco-friendly products that cater to the rising demand for sustainable solutions. Many consumers are shifting towards brands that prioritize environmental responsibility, leading manufacturers to explore biodegradable packaging and natural ingredients. This trend not only aligns with consumer values but also presents an opportunity for brands to differentiate themselves in a competitive market. Furthermore, the expanding e-commerce landscape provides another avenue for growth, as online shopping becomes increasingly popular among consumers. Manufacturers can leverage digital marketing strategies to reach a broader audience and provide a seamless shopping experience, thus capturing the attention of tech-savvy consumers.

Additionally, the increasing focus on improving indoor air quality due to heightened awareness about health and wellness presents a significant growth opportunity for the air freshener market. Consumers are increasingly looking for products that not only mask odors but also purify the air, leading to a demand for air fresheners with additional health benefits. As such, manufacturers can invest in research and development to create innovative formulations that cater to this demand. Moreover, entering emerging markets presents a unique opportunity for growth, as rising disposable incomes and changing consumer lifestyles in these regions are driving the demand for air care products. By strategically targeting emerging markets, companies can capitalize on new consumer bases and expand their market reach.

Threats

Despite the optimistic outlook, the air freshener market faces several threats that could impact growth. One of the primary threats is the increasing competition from alternative products, such as essential oils and natural odor eliminators, which may appeal to health-conscious consumers. As more individuals seek greener and safer options, traditional air fresheners may face declining sales, prompting manufacturers to adapt their offerings. Additionally, regulatory challenges regarding the use of synthetic fragrances and chemicals in air fresheners may pose risks to manufacturers, requiring them to modify formulations to comply with safety standards. These challenges necessitate innovation and flexibility from brands to maintain market relevance and consumer trust.

Moreover, economic downturns or fluctuations can also pose a threat to the air freshener market. In times of financial uncertainty, consumers may prioritize essential purchases over discretionary items, leading to reduced spending on non-essential products like air fresheners. This change in consumer behavior could adversely affect sales, particularly for premium and branded offerings. Manufacturers must be prepared to navigate economic challenges while finding ways to appeal to cost-conscious consumers. Additionally, supply chain disruptions, as witnessed during global events, can also threaten the availability and distribution of air fresheners, impacting overall market performance.

Competitor Outlook

• Procter & Gamble Co.
• SC Johnson & Son, Inc.
• Reckitt Benckiser Group plc
• Henkel AG & Co. KGaA
• Church & Dwight Co., Inc.
• Newell Brands Inc.
• Air Wick (Reckitt Benckiser)
• Febreze (Procter & Gamble)
• Glade (SC Johnson)
• Pura (Pura Home)
• Yankee Candle Company, Inc.
• Greenair
• Candle Warmers Etc.
• ScentAir Technologies, Inc.
• Brussel's Bonsai

The competitive landscape of the air freshener market is characterized by a diverse range of players, both large and small, who strive to capture market share through innovative products and effective marketing strategies. Major companies such as Procter & Gamble, SC Johnson, and Reckitt Benckiser dominate the market by leveraging their extensive distribution networks and brand recognition. These companies invest heavily in research and development to create unique and high-quality formulations that appeal to a broad consumer base. Additionally, they engage in aggressive advertising campaigns to enhance brand awareness and drive consumer loyalty. The focus on sustainability and eco-friendly products is becoming increasingly important, prompting established brands to adapt their offerings to align with changing consumer preferences.

Emerging players in the air freshener market are also making significant strides, often by focusing on niche segments or providing eco-friendly alternatives. Brands such as Pura and Greenair are gaining traction among environmentally conscious consumers seeking natural fragrance solutions. These smaller companies often capitalize on unique selling propositions, such as customizable scent options or refillable packaging, to differentiate themselves in a crowded market. As consumer preferences shift towards more sustainable and personalized approaches, these emerging brands pose a competitive threat to traditional players and are reshaping the market landscape.

Furthermore, collaboration and partnerships among brands and retailers are becoming more prevalent in the air freshener market. Companies are increasingly entering into strategic alliances to expand their reach and enhance product offerings. For instance, partnerships with e-commerce platforms enable brands to access a wider audience and tap into the growing online retail segment. Additionally, collaborations with influencers and lifestyle brands can enhance brand visibility and appeal to younger consumers. As the market continues to evolve, adaptability and innovation will be crucial for companies to maintain a competitive edge.

• 1 Appendix

  • 1.1 List of Tables
  • 1.2 List of Figures

• 2 Introduction

  • 2.1 Market Definition
  • 2.2 Scope of the Report
  • 2.3 Study Assumptions
  • 2.4 Base Currency & Forecast Periods

• 3 Market Dynamics

  • 3.1 Market Growth Factors
  • 3.2 Economic & Global Events
  • 3.3 Innovation Trends
  • 3.4 Supply Chain Analysis

• 4 Consumer Behavior

  • 4.1 Market Trends
  • 4.2 Pricing Analysis
  • 4.3 Buyer Insights

• 5 Key Player Profiles

  • 5.1 Greenair
    • 5.1.1 Business Overview
    • 5.1.2 Products & Services
    • 5.1.3 Financials
    • 5.1.4 Recent Developments
    • 5.1.5 SWOT Analysis
  • 5.2 Brussel's Bonsai
    • 5.2.1 Business Overview
    • 5.2.2 Products & Services
    • 5.2.3 Financials
    • 5.2.4 Recent Developments
    • 5.2.5 SWOT Analysis
  • 5.3 Pura (Pura Home)
    • 5.3.1 Business Overview
    • 5.3.2 Products & Services
    • 5.3.3 Financials
    • 5.3.4 Recent Developments
    • 5.3.5 SWOT Analysis
  • 5.4 Glade (SC Johnson)
    • 5.4.1 Business Overview
    • 5.4.2 Products & Services
    • 5.4.3 Financials
    • 5.4.4 Recent Developments
    • 5.4.5 SWOT Analysis
  • 5.5 Newell Brands Inc.
    • 5.5.1 Business Overview
    • 5.5.2 Products & Services
    • 5.5.3 Financials
    • 5.5.4 Recent Developments
    • 5.5.5 SWOT Analysis
  • 5.6 Candle Warmers Etc.
    • 5.6.1 Business Overview
    • 5.6.2 Products & Services
    • 5.6.3 Financials
    • 5.6.4 Recent Developments
    • 5.6.5 SWOT Analysis
  • 5.7 Henkel AG & Co. KGaA
    • 5.7.1 Business Overview
    • 5.7.2 Products & Services
    • 5.7.3 Financials
    • 5.7.4 Recent Developments
    • 5.7.5 SWOT Analysis
  • 5.8 Procter & Gamble Co.
    • 5.8.1 Business Overview
    • 5.8.2 Products & Services
    • 5.8.3 Financials
    • 5.8.4 Recent Developments
    • 5.8.5 SWOT Analysis
  • 5.9 SC Johnson & Son, Inc.
    • 5.9.1 Business Overview
    • 5.9.2 Products & Services
    • 5.9.3 Financials
    • 5.9.4 Recent Developments
    • 5.9.5 SWOT Analysis
  • 5.10 Church & Dwight Co., Inc.
    • 5.10.1 Business Overview
    • 5.10.2 Products & Services
    • 5.10.3 Financials
    • 5.10.4 Recent Developments
    • 5.10.5 SWOT Analysis
  • 5.11 Febreze (Procter & Gamble)
    • 5.11.1 Business Overview
    • 5.11.2 Products & Services
    • 5.11.3 Financials
    • 5.11.4 Recent Developments
    • 5.11.5 SWOT Analysis
  • 5.12 Reckitt Benckiser Group plc
    • 5.12.1 Business Overview
    • 5.12.2 Products & Services
    • 5.12.3 Financials
    • 5.12.4 Recent Developments
    • 5.12.5 SWOT Analysis
  • 5.13 ScentAir Technologies, Inc.
    • 5.13.1 Business Overview
    • 5.13.2 Products & Services
    • 5.13.3 Financials
    • 5.13.4 Recent Developments
    • 5.13.5 SWOT Analysis
  • 5.14 Yankee Candle Company, Inc.
    • 5.14.1 Business Overview
    • 5.14.2 Products & Services
    • 5.14.3 Financials
    • 5.14.4 Recent Developments
    • 5.14.5 SWOT Analysis
  • 5.15 Air Wick (Reckitt Benckiser)
    • 5.15.1 Business Overview
    • 5.15.2 Products & Services
    • 5.15.3 Financials
    • 5.15.4 Recent Developments
    • 5.15.5 SWOT Analysis

• 6 Market Segmentation

  • 6.1 Air Freshener Market, By Application
    • 6.1.1 Household
    • 6.1.2 Commercial
    • 6.1.3 Industrial
  • 6.2 Air Freshener Market, By Product Type
    • 6.2.1 Spray
    • 6.2.2 Gel
    • 6.2.3 Electric
    • 6.2.4 Reed Diffusers
    • 6.2.5 Car Air Fresheners
  • 6.3 Air Freshener Market, By Fragrance Type
    • 6.3.1 Citrus
    • 6.3.2 Floral
    • 6.3.3 Fresh
    • 6.3.4 Woody
    • 6.3.5 Spicy
  • 6.4 Air Freshener Market, By Distribution Channel
    • 6.4.1 Supermarkets/Hypermarkets
    • 6.4.2 Convenience Stores
    • 6.4.3 Online Retail
    • 6.4.4 Specialty Stores
    • 6.4.5 Others

• 7 Competitive Analysis

  • 7.1 Key Player Comparison
  • 7.2 Market Share Analysis
  • 7.3 Investment Trends
  • 7.4 SWOT Analysis

• 8 Research Methodology

  • 8.1 Analysis Design
  • 8.2 Research Phases
  • 8.3 Study Timeline

• 9 Future Market Outlook

  • 9.1 Growth Forecast
  • 9.2 Market Evolution

• 10 Geographical Overview

  • 10.1 Europe - Market Analysis
    • 10.1.1 By Country
      • 10.1.1.1 UK
      • 10.1.1.2 France
      • 10.1.1.3 Germany
      • 10.1.1.4 Spain
      • 10.1.1.5 Italy
  • 10.2 Air Freshener Market by Region
  • 10.3 Asia Pacific - Market Analysis
    • 10.3.1 By Country
      • 10.3.1.1 India
      • 10.3.1.2 China
      • 10.3.1.3 Japan
      • 10.3.1.4 South Korea
  • 10.4 Latin America - Market Analysis
    • 10.4.1 By Country
      • 10.4.1.1 Brazil
      • 10.4.1.2 Argentina
      • 10.4.1.3 Mexico
  • 10.5 North America - Market Analysis
    • 10.5.1 By Country
      • 10.5.1.1 USA
      • 10.5.1.2 Canada
  • 10.6 Middle East & Africa - Market Analysis
    • 10.6.1 By Country
      • 10.6.1.1 Middle East
      • 10.6.1.2 Africa

• 11 Global Economic Factors

  • 11.1 Inflation Impact
  • 11.2 Trade Policies

• 12 Technology & Innovation

  • 12.1 Emerging Technologies
  • 12.2 AI & Digital Trends
  • 12.3 Patent Research

• 13 Investment & Market Growth

  • 13.1 Funding Trends
  • 13.2 Future Market Projections

• 14 Market Overview & Key Insights

  • 14.1 Executive Summary
  • 14.2 Key Trends
  • 14.3 Market Challenges
  • 14.4 Regulatory Landscape

Segments Analyzed in the Report

The global Air Freshener market is categorized based on

By Product Type

• Spray
• Gel
• Electric
• Reed Diffusers
• Car Air Fresheners

By Application

• Household
• Commercial
• Industrial

By Distribution Channel

• Supermarkets/Hypermarkets
• Convenience Stores
• Online Retail
• Specialty Stores
• Others

By Fragrance Type

• Citrus
• Floral
• Fresh
• Woody
• Spicy

By Region

• North America
• Europe
• Asia Pacific
• Latin America
• Middle East & Africa

Key Players

• Procter & Gamble Co.
• SC Johnson & Son, Inc.
• Reckitt Benckiser Group plc
• Henkel AG & Co. KGaA
• Church & Dwight Co., Inc.
• Newell Brands Inc.
• Air Wick (Reckitt Benckiser)
• Febreze (Procter & Gamble)
• Glade (SC Johnson)
• Pura (Pura Home)
• Yankee Candle Company, Inc.
• Greenair
• Candle Warmers Etc.
• ScentAir Technologies, Inc.
• Brussel's Bonsai