Australia Air Freshener Market Report: Trends, Growth and Forecast (2026-2032)
By Product Type (Candle Air Freshener, Car Air Freshener, Electric Air Freshener, Gel Air Freshener, Liquid Air Freshener, Spray/Aerosol Air Freshener, Others), By Fragrance (Camomile/Lavender, Lavender, Floral, Vanilla, Lemon, Breeze, Lavender/Vanilla, Cinnamon, Jasmine, Apple/Cinnamon, Rose, Orchid, Mint, Wood), By End User (Consumer, Institutional), By Sales Channel (Retail Online, Retail Offline)
- FMCG
- Oct 2025
- VI0520
- 125
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Australia Air Freshener Market Statistics and Insights, 2026
- Market Size Statistics
- Air Freshener in Australia is estimated at $ 225 Million.
- The market size is expected to grow to $ 230 Million by 2032.
- Market to register a CAGR of around 0.31% during 2026-32.
- Product Type Shares
- Candle Air Freshener grabbed market share of 35%.
- Competition
- More than 15 companies are actively engaged in producing Air Freshener in Australia.
- Top 5 companies acquired around 70% of the market share.
- Aldi Stores Supermarkets Pty Ltd, Wesfarmers Ltd, Felton Grimwade & Bosisto's Pty Ltd, Reckitt Benckiser (Australia) Pty Ltd, SC Johnson & Son Pty Ltd etc., are few of the top companies.
- Fragrance
- Lavender continues to dominate the market.
Australia Air Freshener Market Outlook
The Australia Air Freshener Market 2026–2032 is valued at approximately $225 million in 2025 and is expected to modestly grow to $230 million by 2032. The demand is driven by the fast pace of urbanisation and changing domestic household patterns with increasing numbers of end users residing in smaller, new apartments and shared dwellings where fresh indoor air is important. Home-centric culture, fueled by hybrid work patterns, also promotes regular use of air fresheners, such that they become more of a lifestyle requirement than a discretionary item.
The role of high-end and nature-scented products is driving market expansion. Soya or beeswax candles with essential oils are extremely popular because they are non-toxic and eco-friendly. These items not only offer scent but also contribute to home ambiance, as part of well-being-driven lifestyles. Lavender remains the best-selling fragrance, with end-user preferences consistent in their preference for calming, nostalgic scents. The Candle Air Fresheners category occupies the largest market share of approximately 35% due to its balance of utility, appearance, and premium positioning.
Electric air fresheners are also becoming increasingly popular because of their fashionable designs, longevity of fragrance, and efficiency in energy consumption. Most current models now integrate easily with contemporary home furnishings and provide adjustable levels of intensity and refill capability. These new developments appeal to lifestyle-oriented and technology-aware end users, offering convenience and a high-end experience that sets them apart from other product categories.
Offline Retail channels control market sales, backed by the extensive reach of supermarkets, hypermarkets, and specialty stores. Offline stores enable end consumers to smell fragrances directly and benefit from in-store offers, fueling impulse buying. While online channels expand, the physicality and experiential aspect of fragrance testing guarantees offline retail as the main interaction point, cementing its dominance in the market.
Australia Air Freshener Market Growth DriverExpanding Urbanisation and Lifestyle-Driven Demand
Accelerating urbanization and changing household patterns are driving demand for air fresheners in Australia. With more end consumers shifting to smaller, contemporary living quarters, there is a greater focus on keeping pleasant indoor surroundings. Small flats and multi-occupancy dwellings especially promote the use of air fresheners, as they offer easy means to optimize ambience and control smells. Increasing household incomes have also enabled increased expenditure on discretionary products such as air fresheners, fuelling sustained uptake.
Also, the increasing culture of home-based living fueled by hybrid work styles has fostered more frequent usage of air fresheners during the day. With increased indoor time, households are actively looking for products that provide comfort, freshness, and relaxation. This change has reinforced the value proposition of air fresheners as a lifestyle essential rather than a discretionary item, furthering category penetration and long-term growth potential.
Australia Air Freshener Market ChallengeInflationary Pressures and Household Constraints
High inflationary pressures have constrained discretionary spending in Australia, creating difficulties for air freshener demand. Most households have focused on staple goods over add-on items, which has contained uniform growth in some product types. This adjustment has been quite evident among price-conscious end users who lean toward low-cost solutions while reducing premium purchases. Consequently, industry players are challenged to balance affordability with product creativity.
On top of that, raw material and distribution cost volatility has added to the pricing unpredictability, posing additional challenges to both suppliers and retailers. The increasing costs usually get passed on to the end-consumers, further exacerbating demand-side pressures in an already risk-averse consumption scenario. Collectively, these economic headwinds highlight the necessity of creative pricing initiatives and value-driven propositions to maintain momentum within the market.
Australia Air Freshener Market TrendShifting Preferences Toward Premium and Natural Choices
Premium and naturally fragranced products have taken the forefront in development in the Australia Air Freshener Market, with end consumers giving high value to health-focused and eco-friendly lifestyles. Natural types of products like soy or beeswax candles with essential oils are favored due to their non-toxic nature and fit with wellness-driven lifestyles. Luxury brands have assisted in elevating the category by making air fresheners aspirational lifestyle products, supporting demand for high-quality, sustainable products that enhance both personal care and home fragrance habits.
For instance, one of the market leaders launched a high-end candle series with natural ingredients to target end users who appreciate refinement and sustainability. The change reflects an evident polarisation in consumer behaviour, whereby price-sensitive households still prefer cost-effective solutions, whereas lifestyle-oriented end users happily pay for high-value products that focus on environmental sustainability and sensual appeal.
Australia Air Freshener Market OpportunityGrowing Interest in Stylish Electric Air Fresheners
Electric air fresheners are becoming increasingly popular because of their aesthetic appeal, functional convenience, and long-lasting scent performance. Numerous models are presently designed with sleek and modern aesthetics that comfortably fit with contemporary interiors, hence not only being useful but also decorative pieces for homes. Their two-way functionality as both scent improvers and decor has elevated their appeal among lifestyle-oriented end consumers who value convenience without sacrificing style.
The segment has also gained from advances like adjustable scent strength, refill cartridges, and energy-saving technologies. These provide the twin benefits of performance and environmental friendliness, stimulating higher take-up among urban home markets. As interest in networked home solutions grows, electric air fresheners have an excellent chance of gaining attention from technologically advanced segments while positioning themselves as distinct alternatives to mainstream product forms.
Australia Air Freshener Market Segmentation Analysis
By Product Type
- Candle Air Freshener
- Car Air Freshener
- Electric Air Freshener
- Gel Air Freshener
- Liquid Air Freshener
- Spray/Aerosol Air Freshener
- Others
The Candle Air Fresheners command the biggest market share of approximately 35%. They owe their dominance mainly because of the strong demand from end users for natural, premium, and wellness-based products. Candles made from materials like soy or beeswax, usually filled with essential oils, offer non-toxic and eco-friendly alternatives in sync with health-oriented lifestyles. Their multifunctional character—both fragrance and ambience being provided by them—makes them extremely appealing for home settings in which end users appreciate both functionality and beauty.
Positioning as luxury also helped reinforce their leadership in the market. Premium candle items tend to be positioned as lifestyle enrichers, combining home fragrance with décor and sensory experiences. Such aspirational value, coupled with their reliability in providing long-lasting and consistent fragrance, has also made Candle Air Fresheners the household choice in terms of maintaining their 35% volume share in the product type segment.
By Fragrance
- Camomile/Lavender
- Lavender
- Floral
- Vanilla
- Lemon
- Breeze
- Lavender/Vanilla
- Cinnamon
- Jasmine
- Apple/Cinnamon
- Rose
- Orchid
- Mint
- Wood
The Retail Offline channel shares the biggest market share. This is largely because supermarkets, hypermarkets, and specialty stores cover a vast majority of spaces, making it easy for consumers to have direct access to air freshener products. Physical retail channels are usually the favorite among end users since they make immediate availability of products plus the ability to experience fragrances before committing to a purchase. High in-store promotion and display also facilitate impulse buying, which plays a huge volume of sales.
Additionally, retail offline continues to be the most favored channel in Australia due to its far-reaching distribution channels that make products accessible throughout urban and regional markets. Although online sales are slowly increasing, they are still ancillary to the conventional offline channel. The haptic and immersive quality of smelling products continues to keep offline sales as the main mode of interaction with end users, solidifying its strength in the market.
Top Companies in Australia Air Freshener Market
The top companies operating in the market include Aldi Stores Supermarkets Pty Ltd, Wesfarmers Ltd, Felton Grimwade & Bosisto's Pty Ltd, Reckitt Benckiser (Australia) Pty Ltd, SC Johnson & Son Pty Ltd, Procter & Gamble Australia Pty Ltd, Splosh Australia Pty Ltd, Aware Environmental Ltd, Woolworths Group Ltd, Energizer Australia Pty Ltd, etc., are the top players operating in the Australia Air Freshener Market.
Frequently Asked Questions
Related Report
1. Market Segmentation
1.1. Research Scope
1.2. Research Methodology
1.3. Definitions and Assumptions
2. Executive Summary
3. Australia Air Freshener Market Policies, Regulations, and Standards
4. Australia Air Freshener Market Dynamics
4.1. Growth Factors
4.2. Challenges
4.3. Trends
4.4. Opportunities
5. Australia Air Freshener Market Statistics, 2022-2032F
5.1. Market Size & Growth Outlook
5.1.1. By Revenues in US$ Million
5.2. Market Segmentation & Growth Outlook
5.2.1. By Product Type
5.2.1.1. Candle Air Freshener- Market Insights and Forecast 2022-2032, USD Million
5.2.1.2. Car Air Freshener- Market Insights and Forecast 2022-2032, USD Million
5.2.1.3. Electric Air Freshener- Market Insights and Forecast 2022-2032, USD Million
5.2.1.4. Gel Air Freshener- Market Insights and Forecast 2022-2032, USD Million
5.2.1.5. Liquid Air Freshener- Market Insights and Forecast 2022-2032, USD Million
5.2.1.6. Spray/Aerosol Air Freshener- Market Insights and Forecast 2022-2032, USD Million
5.2.1.7. Others- Market Insights and Forecast 2022-2032, USD Million
5.2.2. By Fragrance
5.2.2.1. Camomile/Lavender- Market Insights and Forecast 2022-2032, USD Million
5.2.2.2. Lavender- Market Insights and Forecast 2022-2032, USD Million
5.2.2.3. Floral- Market Insights and Forecast 2022-2032, USD Million
5.2.2.4. Vanilla- Market Insights and Forecast 2022-2032, USD Million
5.2.2.5. Lemon- Market Insights and Forecast 2022-2032, USD Million
5.2.2.6. Breeze- Market Insights and Forecast 2022-2032, USD Million
5.2.2.7. Lavender/Vanilla- Market Insights and Forecast 2022-2032, USD Million
5.2.2.8. Cinnamon- Market Insights and Forecast 2022-2032, USD Million
5.2.2.9. Jasmine- Market Insights and Forecast 2022-2032, USD Million
5.2.2.10. Apple/Cinnamon- Market Insights and Forecast 2022-2032, USD Million
5.2.2.11. Rose- Market Insights and Forecast 2022-2032, USD Million
5.2.2.12. Orchid- Market Insights and Forecast 2022-2032, USD Million
5.2.2.13. Mint- Market Insights and Forecast 2022-2032, USD Million
5.2.2.14. Wood- Market Insights and Forecast 2022-2032, USD Million
5.2.3. By End User
5.2.3.1. Consumer- Market Insights and Forecast 2022-2032, USD Million
5.2.3.2. Institutional- Market Insights and Forecast 2022-2032, USD Million
5.2.4. By Sales Channel
5.2.4.1. Retail Online- Market Insights and Forecast 2022-2032, USD Million
5.2.4.2. Retail Offline- Market Insights and Forecast 2022-2032, USD Million
5.2.5. By Competitors
5.2.5.1. Competition Characteristics
5.2.5.2. Market Share & Analysis
6. Australia Candle Air Freshener Market Statistics, 2022-2032F
6.1. Market Size & Growth Outlook
6.1.1. By Revenues in US$ Million
6.2. Market Segmentation & Growth Outlook
6.2.1. By Fragrance- Market Insights and Forecast 2022-2032, USD Million
6.2.2. By End User- Market Insights and Forecast 2022-2032, USD Million
6.2.3. By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
7. Australia Car Air Freshener Market Statistics, 2022-2032F
7.1. Market Size & Growth Outlook
7.1.1. By Revenues in US$ Million
7.2. Market Segmentation & Growth Outlook
7.2.1. By Fragrance- Market Insights and Forecast 2022-2032, USD Million
7.2.2. By End User- Market Insights and Forecast 2022-2032, USD Million
7.2.3. By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
8. Australia Electric Air Freshener Market Statistics, 2022-2032F
8.1. Market Size & Growth Outlook
8.1.1. By Revenues in US$ Million
8.2. Market Segmentation & Growth Outlook
8.2.1. By Fragrance- Market Insights and Forecast 2022-2032, USD Million
8.2.2. By End User- Market Insights and Forecast 2022-2032, USD Million
8.2.3. By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
9. Australia Gel Air Freshener Market Statistics, 2022-2032F
9.1. Market Size & Growth Outlook
9.1.1. By Revenues in US$ Million
9.2. Market Segmentation & Growth Outlook
9.2.1. By Fragrance- Market Insights and Forecast 2022-2032, USD Million
9.2.2. By End User- Market Insights and Forecast 2022-2032, USD Million
9.2.3. By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
10. Australia Liquid Air Freshener Market Statistics, 2022-2032F
10.1. Market Size & Growth Outlook
10.1.1. By Revenues in US$ Million
10.2. Market Segmentation & Growth Outlook
10.2.1. By Fragrance- Market Insights and Forecast 2022-2032, USD Million
10.2.2. By End User- Market Insights and Forecast 2022-2032, USD Million
10.2.3. By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
11. Australia Spray/Aerosol Air Freshener Market Statistics, 2022-2032F
11.1. Market Size & Growth Outlook
11.1.1. By Revenues in US$ Million
11.2. Market Segmentation & Growth Outlook
11.2.1. By Fragrance- Market Insights and Forecast 2022-2032, USD Million
11.2.2. By End User- Market Insights and Forecast 2022-2032, USD Million
11.2.3. By Sales Channel- Market Insights and Forecast 2022-2032, USD Million
12. Competitive Outlook
12.1. Company Profiles
12.1.1. Reckitt Benckiser (Australia) Pty Ltd
12.1.1.1. Business Description
12.1.1.2. Product Portfolio
12.1.1.3. Collaborations & Alliances
12.1.1.4. Recent Developments
12.1.1.5. Financial Details
12.1.1.6. Others
12.1.2. SC Johnson & Son Pty Ltd
12.1.2.1. Business Description
12.1.2.2. Product Portfolio
12.1.2.3. Collaborations & Alliances
12.1.2.4. Recent Developments
12.1.2.5. Financial Details
12.1.2.6. Others
12.1.3. Procter & Gamble Australia Pty Ltd
12.1.3.1. Business Description
12.1.3.2. Product Portfolio
12.1.3.3. Collaborations & Alliances
12.1.3.4. Recent Developments
12.1.3.5. Financial Details
12.1.3.6. Others
12.1.4. Splosh Australia Pty Ltd
12.1.4.1. Business Description
12.1.4.2. Product Portfolio
12.1.4.3. Collaborations & Alliances
12.1.4.4. Recent Developments
12.1.4.5. Financial Details
12.1.4.6. Others
12.1.5. Aware Environmental Ltd
12.1.5.1. Business Description
12.1.5.2. Product Portfolio
12.1.5.3. Collaborations & Alliances
12.1.5.4. Recent Developments
12.1.5.5. Financial Details
12.1.5.6. Others
12.1.6. Aldi Stores Supermarkets Pty Ltd
12.1.6.1. Business Description
12.1.6.2. Product Portfolio
12.1.6.3. Collaborations & Alliances
12.1.6.4. Recent Developments
12.1.6.5. Financial Details
12.1.6.6. Others
12.1.7. Wesfarmers Ltd
12.1.7.1. Business Description
12.1.7.2. Product Portfolio
12.1.7.3. Collaborations & Alliances
12.1.7.4. Recent Developments
12.1.7.5. Financial Details
12.1.7.6. Others
12.1.8. Felton Grimwade & Bosisto's Pty Ltd
12.1.8.1. Business Description
12.1.8.2. Product Portfolio
12.1.8.3. Collaborations & Alliances
12.1.8.4. Recent Developments
12.1.8.5. Financial Details
12.1.8.6. Others
12.1.9. Woolworths Group Ltd
12.1.9.1. Business Description
12.1.9.2. Product Portfolio
12.1.9.3. Collaborations & Alliances
12.1.9.4. Recent Developments
12.1.9.5. Financial Details
12.1.9.6. Others
12.1.10. Energizer Australia Pty Ltd
12.1.10.1. Business Description
12.1.10.2. Product Portfolio
12.1.10.3. Collaborations & Alliances
12.1.10.4. Recent Developments
12.1.10.5. Financial Details
12.1.10.6. Others
13. Disclaimer
| Segment | Sub-Segment |
|---|---|
| By Product Type |
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| By Fragrance |
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| By End User |
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| By Sales Channel |
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Research Methodology
This study followed a structured approach comprising four key phases to assess the size and scope of the electro-oxidation market. The process began with thorough secondary research to collect data on the target market, related markets, and broader industry context. These findings, along with preliminary assumptions and estimates, were then validated through extensive primary research involving industry experts from across the value chain. To calculate the overall market size, both top-down and bottom-up methodologies were employed. Finally, market segmentation and data triangulation techniques were applied to refine and validate segment-level estimations.
Secondary Research
The secondary research phase involved gathering data from a wide range of credible and published sources. This step helped in identifying industry trends, defining market segmentation, and understanding the market landscape and value chain.
Sources consulted during this phase included:
- Company annual reports, investor presentations, and press releases
- Industry white papers and certified publications
- Trade directories and market-recognized databases
- Articles from authoritative authors and reputable journals
- Gold and silver standard websites
Secondary research was critical in mapping out the industry's value chain and monetary flow, identifying key market segments, understanding regional variations, and tracking significant industry developments.
Other key sources:
- Financial disclosures
- Industry associations and trade bodies
- News outlets and business magazines
- Academic journals and research studies
- Paid industry databases
Primary Research
To validate secondary data and gain deeper market insights, primary research was conducted with key stakeholders across both the supply and demand sides of the market.
On the demand side, participants included decision-makers and influencers from end-user industries—such as CIOs, CTOs, and CSOs—who provided first-hand perspectives on market needs, product usage, and future expectations.
On the supply side, interviews were conducted with manufacturers, industry associations, and institutional participants to gather insights into current offerings, product pipelines, and market challenges.
Primary interviews provided critical inputs such as:
- Market size and revenue data
- Product and service breakdowns
- Market forecasts
- Regional and application-specific trends
Stakeholders consulted included:
- Leading OEM and solution providers
- Channel and distribution partners
- End users across various applications
- Independent consultants and industry specialists
Market Size Estimation and Data Triangulation
- Identifying Key Market Participants (Secondary Research)
- Goal: To identify the major players or companies in the target market. This typically involves using publicly available data sources such as industry reports, market research publications, and financial statements of companies.
- Tools: Reports from firms like Gartner, Forrester, Euromonitor, Statista, IBISWorld, and others. Public financial statements, news articles, and press releases from top market players.
- Extracting Earnings of Key Market Participants
- Goal: To estimate the earnings generated from the product or service being analyzed. This step helps in understanding the revenue potential of each market player in a specific geography.
- Methods: Earnings data can be gathered from:
- Publicly available financial reports (for listed companies).
- Interviews and primary data sources from professionals, such as Directors, VPs, SVPs, etc. This is especially useful for understanding more nuanced, internal data that isn't publicly disclosed.
- Annual reports and investor presentations of key players.
- Data Collation and Development of a Relevant Data Model
- Goal: To collate inputs from both primary and secondary sources into a structured, data-driven model for market estimation. This model will incorporate key market KPIs and any independent variables relevant to the market.
- Key KPIs: These could include:
- Market size, growth rate, and demand drivers.
- Industry-specific metrics like market share, average revenue per customer (ARPC), or average deal size.
- External variables, such as economic growth rates, inflation rates, or commodity prices, that could affect the market.
- Data Modeling: Based on this data, the market forecasts are developed for the next 5 years. A combination of trend analysis, scenario modeling, and statistical regression might be used to generate projections.
- Scenario Analysis
- Goal: To test different assumptions and validate how sensitive the market is to changes in key variables (e.g., market demand, regulatory changes, technological disruptions).
- Types of Scenarios:
- Base Case: Based on current assumptions and historical data.
- Best-Case Scenario: Assuming favorable market conditions, regulatory environments, and technological advancements.
- Worst-Case Scenario: Accounting for adverse factors, such as economic downturns, stricter regulations, or unexpected disruptions.
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