.

02
MEANING & ABBREVIATIONS
Candles: the GNPD only covers candles that are fragranced or intended to freshen the
air. Excludes pest control candles (e.g. citronella candles); these are classified in Pest
Control - Insect Killers/Repellents.

Non-Powered Air Fresheners: all non-powered (battery/AC powered) air fresheners for
use in the home or car. Includes de-humidifiers or desiccants, fridge deodorisers and
other odour absorbing air fresheners (e.g. activated charcoal or silica gel). Also included
are vacuum cleaner air fresheners and air fresheners for shoe cupboards.

Powered Air Fresheners/Deodorisers: all powered (battery/AC powered) air

fresheners/deodorisers in all delivery formats. Includes electrical plug-ins, and battery-
operated air fresheners as well as their refills. CLAIM
Abbreviations: CAGR: Compound Annual Growth Rate; NPD: New Product
Development; EMEA: Europe, Middle East and Africa; MEA: Middle East and Africa; AIR CARE 2020
APAC: Asia and Pacific; BPC: Beauty and Personal Care

TREND & INNOVATION

Vimercate / August 2020

TREND & INNOVATION AIR CARE 2020 MKTG TREND SCOUTING & PRODUCT INNOVATION Moellhausen S.p.A. - Via Torri Bianche, 9 - 20871 Vimercate (MB) Italia - T +39 039 6856262 - F +39 039 6856263 - E ho@moellhausen.com -
www.moellhausen.com

.05 .04
CAGRS VS. SPEND PER CAPITA (AND MARKET SIZE)
[ source: Mintel GNPD ]
GLOBAL OPPORTUNITIES
[ source: Mintel GNPD ]

Aiding odor control Let go of chemicals Engage consumers

Since air care is a functional category,
consumers are searching for products that
can control odor while also providing a
pleasant fragrance. Brands can focus on
creating products promising greater efficacy
and a longer-lasting scent, to drive sales
growth.
More consumers are seeking the removal of
unwanted chemicals in their homes.
Formulas with naturally derived ingredients
and essential oils will appeal to consumers
Innovative fragrances will keep consumers
engaged with air care brands, and
opportunities to co-brand with popular
culture icons or renowned florists for
example will emerge.

TREND & INNOVATION AIR CARE 2020 MKTG TREND SCOUTING & PRODUCT INNOVATION TREND & INNOVATION AIR CARE 2020 MKTG TREND SCOUTING & PRODUCT INNOVATION
 .07 .06
TOP 10 COMPANIES FOR AIR CARE
[ source: Mintel GNPD - total number of products 18192, from May 2015 until May 2020 ]
TOP 10 FRAGRANCE NOTES FOR AIR CARE
[ source: Mintel GNPD - total number of products 18192, from May 2015 until May 2020 ]

Limited Brands (BBW) Lavender

SC Johnson & Son (Glade) Vanilla

Reckitt Benckiser (Air Wick) Fresh

Newell Brands (Yankee Candle) Floral

Procter & Gamble (Ambi Pur) Rose

S.T. Corporation (S.T. Shoshuriki) Apple

Natura &Co (The Body Shop) Jasmine

George Weston (Life At Home) Lemon

Wax Lyrical Citrus

Rituals Cosmetics Cinnamon

0% 2% 4% 6% 8% 10% 12% 0% 1% 2% 3% 4% 5% 6%

TREND & INNOVATION AIR CARE 2020 MKTG TREND SCOUTING & PRODUCT INNOVATION TREND & INNOVATION AIR CARE 2020 MKTG TREND SCOUTING & PRODUCT INNOVATION

.23 .22
THE OPPORTUNITIES: APAC
[ source: Mintel GNPD ] APAC

Tackle odor holistically Innovative scents drive interest Tap into popular culture

Addressing odors remains a key purchase
driver, yet consumers are looking for a more
holistic approach to air care with greater
opportunities for innovation in
aromatherapeutic properties.
Impulse purchases can be driven by unique
and innovative scents, like coffee and plum
and cassis, while popular favorites, such as
florals, appeals to more conservative
consumers.
Brands collaborating with celebrities,
renowned florists or licensed characters are
ways to drive consumer interest in the
category.

TREND & INNOVATION AIR CARE 2020 MKTG TREND SCOUTING & PRODUCT INNOVATION TREND & INNOVATION AIR CARE 2020 MKTG TREND SCOUTING & PRODUCT INNOVATION
 .25 .24
ODOR CONTROL CAGRS VS. SPEND PER CAPITA (AND MARKET SIZE)
[ source: Mintel GNPD ]
[ source: Mintel GNPD ]

A significant proportion in launch activities for air care

in APAC help consumers tackle odors (at home, in the
office or the car).

The popularity of the odor neutralizing claim is

use air care products to mask bad odors and

However, over the last five years, the odor

neutralizing claim has seen a decline in launch activity
specifically in air care NPD in APAC, down 6
percentage points in that period.

TREND & INNOVATION AIR CARE 2020 MKTG TREND SCOUTING & PRODUCT INNOVATION TREND & INNOVATION AIR CARE 2020 MKTG TREND SCOUTING & PRODUCT INNOVATION

.28
FLORAL FRAGRANCES
[ source: Mintel GNPD ]

TREND & INNOVATION AIR CARE 2020 MKTG TREND SCOUTING & PRODUCT INNOVATION