Report Overview

A rising level of disposable income among expanding middle class population, growing awareness about hygiene and sanitation, and rapid urbanization are projected to propel the expansion of the India air freshener market during the forecast period between 2023 and 2029.

India Air Freshener Market - Industry Trends & Forecast Report, 2029

India air freshener market size was estimated at USD 359.53 million in 2022. During the forecast period between 2023 and 2029, the size of India air freshener market is projected to grow at a CAGR of 4.82% reaching a value of USD 476.82 million by 2029. Major growth drivers for theIndia air freshener market include an increasing urbanization, high disposable incomes, changing lifestyles, and a rising awareness of hygiene and cleanliness. As urban populations expand and living spaces become smaller, the demand for air fresheners as a means to maintain pleasant indoor environments has surged. Notably, the COVID-19 pandemic has amplified concerns regarding indoor air quality, further propelling the market, with consumers seeking products that not only mask odors but also purify and enhance indoor air in homes and workplaces. Also, the market benefits from product diversification, including eco-friendly and natural alternatives, coupled with aggressive marketing endeavors by both domestic and international brands. Collectively, these elements underpin the positive growth trajectory of the air freshener market in India, which is further bolstered by a multitude of product launches, a substantial surge in online sales, and the sustained expansion of the fragrance industry. As such, this market presents an appealing landscape for growth and investment opportunities in India.

India Air Freshener Market – Overview

The India air freshener market refers to the sector within India's consumer goods industry that deals with the production, distribution, and sale of products designed to improve the ambiance and odor of indoor spaces. Air fresheners are designed to emit pleasant fragrances and mask or eliminate undesirable odors in various settings, including homes, offices, commercial spaces, and vehicles. This market encompasses a wide range of product types, including aerosol sprays, plug-in devices, gels, scented candles, and reed diffusers, among others. Key factors driving this market include rapid urbanization, rising disposable incomes, evolving lifestyles, and a growing awareness of hygiene and cleanliness. As consumers seek to maintain pleasant indoor environments, the India air freshener market continues to grow, offering a diverse array of fragrance choices and product options to cater to varying preferences and needs.

India Air Freshener Market

Growth Drivers

Growing Awareness of Hygiene and Sanitation

The burgeoning India air freshener market is being propelled by a growing emphasis on hygiene and sanitation. With urbanization on the rise and lifestyles evolving, maintaining clean indoor environments has become increasingly vital. Consumers are turning to air fresheners to combat unpleasant odors and enhance indoor air quality. The COVID-19 pandemic has further heightened hygiene concerns, driving greater demand for air fresheners. This has led to market diversification, including eco-friendly options, to cater to evolving consumer preferences. The India air freshener market continues to expand as hygiene-conscious consumers seek effective solutions for creating fresher living spaces, with companies like Godrej and Reckitt Benckiser introducing innovative products to meet this demand. For instance, Godrej Consumer Products Ltd, a key player in the air freshener market, has launched the "Godrej aer smart matic." It's India's first Bluetooth-enabled smart home fragrance system for homes, offices, and living spaces. This innovation taps into the demand for smart solutions in the air freshener sector, enabling users to control their fragrance experience via smartphones. This introduction aligns with the growing emphasis on hygiene and sanitation, reflecting the industry's commitment to catering to the evolving needs of hygiene-conscious consumers and driving the growth of the India air freshener market.

Restraints

Price Sensitivity

Price sensitivity poses a significant restraint to the India air freshener market. While there is a growing awareness of hygiene and sanitation, a substantial portion of the Indian consumer base remains highly price-conscious. Many consumers opt for budget-friendly alternatives or traditional methods of odor control, limiting the adoption of air fresheners, particularly premium or high-end variants. Also, competitive pricing strategies by market players to capture price-sensitive segments often result in narrower profit margins. Balancing affordability with quality remains a challenge, hindering the market's full potential. To overcome this restraint, manufacturers may need to focus on cost-effective yet effective product offerings to cater to diverse consumer segments effectively.

Impact of COVID-19 on India Air Freshener Market

COVID-19 pandemic had a mixed impact on the India air freshener market. Initially, there was a surge in demand for air fresheners as consumers sought to create cleaner and more pleasant indoor environments while spending more time at home. However, the economic challenges caused by the pandemic, coupled with supply chain disruptions, impacted the market negatively. Consumers' disposable incomes were constrained, leading to some price sensitivity. Additionally, the emphasis on hygiene and sanitation, although beneficial, led to heightened competition in the market. Overall, the market showed resilience, with manufacturers adapting to evolving consumer needs and preferences, including an increased demand for sanitizing and disinfecting products.

India Air Freshener Market

Segmental Coverage

India Air Freshener Market – By Type

Based on type, the India air freshener market is divided into Sprays, Electric Air Fresheners, Gels, Candles, and Liquid segments. The sprays segment held the highest market share and is expected to maintain its dominance during the forecast period by type. It is attributed to their convenience, versatility, and immediate impact, making them a preferred choice among consumers in homes, offices, and cars. Spray air fresheners offer quick odor elimination and a wide range of fragrance options, providing instant satisfaction. Strong branding efforts by established brands further bolster consumer trust and loyalty. Also, aerosol air fresheners are cost-effective, allowing users to dispense the desired amount, making them popular in commercial and automotive sectors. These advantages drive the growth of the spray segment in India's air freshener market during the forecast period.

India Air Freshener Market – By Application

Based on application, the India air freshener market is divided into Households, Corporate, and Automotive segments. The households segment hold the highest share in the India air freshener market during the forecast period by application. This is primarily attributed to the growing consumer awareness of hygiene and the increasing desire for pleasant indoor environments in homes. As urbanization and changing lifestyles persist, more households are turning to air fresheners to combat undesirable odors and improve indoor air quality. Also, the impact of the COVID-19 pandemic has heightened the focus on cleanliness and sanitation, further boosting the demand for air fresheners in households. With a wide range of product choices, including eco-friendly options, the households segment is expected to maintain its leading market share.

India Air Freshener Market – By Distribution Channel

Based on distribution channel, the India air freshener market is divided into Supermarkets/Hypermarkets, Online Stores, and Convenience Stores segments. The online stores segment held the highest share in the India air freshener market during the forecast period by distribution channel. This shift can be attributed to the growing trend of e-commerce and the convenience it offers to consumers. With increased internet penetration and changing buying habits, more people are turning to online platforms to purchase air fresheners. The COVID-19 pandemic has further accelerated this shift, as consumers seek contactless shopping options. Online stores provide a wide variety of choices and the convenience of doorstep delivery, making them a preferred channel for air freshener purchases, ultimately securing the highest market share in distribution during the forecast period.

India Air Freshener Market – By Region

Regionally, the India air freshener market is divided into North India, South India, East India, and West India.

Competitive Landscape

Major players operating in the India air freshener market include Henkel Ag & Co, Godrej, Reckitt Benckiser, Mangalam CamPure, Dabur, Miniso, Pour Home, Procter & Gamble, and SC Johnson & Son. To further enhance their market share, these companies employ various strategies, including mergers and acquisitions, partnerships, joint ventures, license agreements, and new product launches.

Recent Developments

• In September 2023 - Godrej aer celebrated the 90th anniversary of Mumbai's famous Lalbaugcha Raja Ganpati pandal during Ganesh Chaturthi. To enhance the experience for the estimated 15 million devotees, Godrej aer, in collaboration with Lalbaugcha Raja Sarvajanik Ganeshotsav Mandal, created a unique fragrant journey. Devotees now pass through a tunnel adorned with flowers housing aer diffusers emitting a rose scent. Additionally, augmented reality (AR) photo stations featuring Lalbaugcha Raja in the backdrop were set up and accessed through QR codes. This innovative approach aims to revolutionize how Godrej aer engages with consumers during festivals, especially outdoors, making it a memorable experience while promoting its air freshener products.

Scope of the Report

By Type

• Sprays

• Electric Air Fresheners

• Gels

• Candles

• Liquid

By Application

• Households

• Corporate

• Automotive

By Distribution Channel

• Supermarkets/Hypermarkets

• Online Stores

• Convenience Stores

By Region

• North India

• South India

• East India

• West India