A recent project examining the UK air care market underscored what is an ever-present consumer interest in enhancing indoor air quality through fragrance. The research indicated a growing demand for certain product formats, with low-cost sprays and aerosols seeing a notable rise in popularity, especially as the sector recovers from its position as a discretionary purchase during the COVID-19 pandemic.

Trends identified from the research point to a strong emphasis on value, but as consumers’ financial situations continue to improve following the recent cost of living crisis, the market is expected to see a shift toward premium options and increased new product development from manufacturers. Lifestyle-focused and premium air care solutions are projected to experience robust sales, driven by consumer interest in environmentally friendly, chemical-free, and other wellness-related benefits associated with these products.

The study also revealed a trend toward using specific air care formats in different areas of the home. Scented candles, reed and scented diffusers, plug-ins, and sprays/aerosols are all popular, especially among young families and other targeted user groups. Such an insight highlights how manufacturers can deliver tailored air care solutions to the market that suit distinct spaces and needs within the home.