Trends in home fragrances and air care products

From consumers to commercial users, Kline’s research knows noses

Kline & Company has the air care market well covered. Kline’s venerable Home Fragrances study covers the dynamic market of products that provide the home with scent and ambiance. Recording a compound annual growth rate (CAGR) of nearly 2.0% in the last five years, the market rises to $4.2 billion in 2017 as luxury brands remain market-movers and the candles category shines bright, driven by new product formats, ever-evolving artistic vessel designs, and wellness-inspired offerings. Double-digit gains are seen among brands like Voluspa, Chesapeake Bay Candle, Nest, Diptyque, WoodWick, Illume, and Paddywax, while HomeWorx, a new entrant created by home fragrance guru Harry Slatkin, finds success by connecting directly with consumers through the home shopping network QVC.

Kline’s upcoming Industrial and Institutional Air Care study looks at the commercial air care market and provides a full analysis of professional aerosol, liquid, and solid odor control, air fresheners, and fabric refreshers.

Industrial and Institutional Air Care: U.S. Market Analysis and Opportunities will be published later this year and will include a comprehensive assessment of the U.S. away-from-home air care market, including market trends and opportunities, consumption patterns, product preferences, and forecasts. The professional air care market posted a CAGR of 3.0% from 2013 to 2017.

Industrial and institutional odor control products consistently demonstrate strong growth compared with other professional cleaning segments. Products like odor control, air and fabric refreshers, air fresheners, and odor eliminators are widely used by cleaning professionals to improve the cleanliness and appearance of facilities. Building service contractors, retailers, nursing homes, and lodging establishments are the largest end users of these products. The leading brands include Lysol, Febreze, Ecolab, Diversey, Odoban, Clorox, Glade, Airwick, Big D, and Zep.

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