Indonesia 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
- VI0535
- 130
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Indonesia Air Freshener Market Statistics and Insights, 2026
- Market Size Statistics
- Air Freshener Market in Indonesia is estimated at $ 210 Million.
- The market size is expected to grow to $ 345 Million by 2032.
- Market to register a CAGR of around 7.35% during 2026-32.
- Product Type Shares
- Electric Air Freshener grabbed market share of 25%.
- Competition
- More than 5 companies are actively engaged in producing Air Freshener Market in Indonesia.
- Top 5 companies acquired around 85% of the market share.
- California Scents USA Inc, Fumakilla Indonesia PT, Suryamas Mentari PT, Megasari Makmur PT, SC Johnson & Son (Indonesia) Ltd PT etc., are few of the top companies.
- Fragrance
- Lemon continues to dominate the market.
Indonesia Air Freshener Market Outlook
Indonesia air freshener market size is projected at USD 360 million in 2025 and is set to steadily grow to USD 380 million by 2032. Demand is being fueled by growing end users emphasis on domestic comfort and wellness, as pandemic norms like hybrid working have inspired increased home time. Goods that make a comfortable and warm atmosphere, especially fragrant candles, liquid air fresheners, and electric air fresheners, are likely to be in demand. Spray and aerosol air fresheners will see a growth, aided by their affordability and effective smell management in main areas such as kitchens and bathrooms.
End users in Indonesia continue to prioritize scent and appearance, with certain leading brands maintaining their dominance in the marke. Fresh, comfortable, and healthy fragrances are especially popular, with brands focusing more on new scents and visually pleasing presentations. Liquid and reed diffusers are becoming more popular, but luxury and niche products, including designer and luxury brands, are set to increase their share. The blend of innovative scents, wellness-oriented products, and stylish packaging should help maintain interest at all price points.
The market is dominated by over 15 active players, with the top five controlling around 70% of the market share. Reckitt Benckiser's Air Wick remains market leader, followed by SC Johnson's Glade and small premium brands. Private brands have a strong presence, providing economical options without sacrificing perceived quality. Product innovation, such as natural and health-focused formulations, will continue to be a major brand differentiator for companies looking to gain market share.
Distribution channels will broaden during the forecast period. Non-food retailers, home product specialists, and e-commerce sites will become more significant, especially for premium and specialty items. Online sites provide convenience and access to customized air care solutions, augmenting traditional grocery and drugstore sales. Overall, the market direction is toward steady growth, fueled by fragrance-led innovation, wellness trends, and widening retail channels.
Indonesia Air Freshener Market Growth Driver
Growing Demand for Home Fragrances
Air care in Indonesia is spurred by growing end users interest in establishing pleasant and comfortable home environments. Urbanisation and rising disposable incomes have allowed more families to make investments in air care products, especially sprays, aerosols, gels, and diffusers. end users are now looking for innovative, convenient, and hassle-free solutions that improve indoor ambience while keeping the interiors fresh and free of nasty odours.
The growing middle-class demographic and concerns over indoor air quality also drive adoption. Top brands like Stella and Glade regularly innovate within home and automobile care formats, launching fragrances that appeal to regional tastes. This emphasis on fragrance assortment, convenience, and improved way of life is a prime driver supporting robust and consistent market growth in Indonesia.
Indonesia Air Freshener Market Trend
Desire for Natural and Fresh Fragrances
A growing inclination toward naturals and nature-influenced scents is guiding innovation across air care offerings. Floral and fruit fragrances like jasmine, peony, lemon, orange, and apple are becoming end users preferences. Electric air fresheners are increasingly featuring essential oils as they capture demand for natural, green, and health-focused home care products.
Shoppers perceive these fragrances to be refreshing, inviting cleanliness and freshness in living areas. Brands are countering with creative launches marrying floral and fruity notes, such as Stella's Balinese Jasmine Sensation and Glade's Peony & Berry Bliss. The trend speaks to the changing end users desire for air care products that offer both sensory pleasure and a wholesome home environment.
Indonesia Air Freshener Market Opportunity
Growth in Car Air Fresheners and Modern Retail
The market offers good opportunities in car air fresheners and new retail channels. Increasing ride-hailing drivers and personal car owners utilize air care to provide nice experiences for passengers. This category will be on the rise, considering the increasing popularity of ride-sharing services and urban mobility trends.
New trade and digital commerce channels, such as convenience stores and e-commerce platforms, are growing fast as well, offering access to a wider base of end users. Brands that distribute electric, gel, and spray forms via such channels can harness convenience, promotions, and premium products to attract more end users. These trends will propel the next phase of growth in Indonesia's air care market.
Indonesia 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 segment with highest market share under product type is Electric Air Fresheners, which holds approximately 25% market share. They are becoming increasingly popular with Indonesia end users because they are convenient, provide continuous fragrance, and can provide a pleasant and fresh indoor atmosphere at homes and offices. Electric air fresheners are particularly in demand among contemporary households that require enduring solutions without continuous manual efforts.
Additionally, Electric Air Fresheners are anticipated to record a significant volume CAGR of around 16.17% through the forecast period. The growth is driven by growing disposable incomes, rising awareness of indoor air quality, and enhanced accessibility through new retailing models and online shopping platforms. Moreover, they can integrate essential oils and natural fragrances, which perfectly align with end users' increasing inclination towards green and healthy home care products.
By Fragrance
- Camomile/Lavender
- Lavender
- Floral
- Vanilla
- Lemon
- Breeze
- Lavender/Vanilla
- Cinnamon
- Jasmine
- Apple/Cinnamon
- Rose
- Orchid
- Mint
- Wood
The segment with highest market share under sales channel is Retail Offline, which still leads with approximately 70% market share. People like to buy air care products from supermarkets, hypermarkets, and convenience stores because there is easy access, visibility of the product, and promotional offers available. Offline retail guarantees prominent brands such as Stella and Glade remain top of mind to a wide end users base.
Offline retail also plays a key role in propelling growth for electric, gel, and spray/aerosol air fresheners, as they are displayed visibly at retail stores, stimulating impulse buying. Other convenience stores such as Indomaret and Alfamart also contribute to easy access, allowing end users to purchase air fresheners on daily shopping trips. Even with the rise of online shopping, offline retail is still the best platform to reach most Indonesia end users.
Top Companies in Indonesia Air Freshener Market
The top companies operating in the market include California Scents USA Inc, Fumakilla Indonesia PT, Suryamas Mentari PT, Megasari Makmur PT, SC Johnson & Son (Indonesia) Ltd PT, Car-Freshner Corp, Johnson Home Hygiene Products PT, Procter & Gamble Home Products Indonesia PT, etc., are the top players operating in the Indonesia 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. Indonesia Air Freshener Market Policies, Regulations, and Standards
4. Indonesia Air Freshener Market Dynamics
4.1. Growth Factors
4.2. Challenges
4.3. Trends
4.4. Opportunities
5. Indonesia 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. Indonesia 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. Indonesia 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. Indonesia 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. Indonesia 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. Indonesia 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. Indonesia 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. Megasari Makmur PT
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 (Indonesia) Ltd PT
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. Car-Freshner Corp
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. Johnson Home Hygiene Products PT
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. Procter & Gamble Home Products Indonesia PT
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. California Scents USA Inc
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. Fumakilla Indonesia PT
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. Suryamas Mentari PT
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
13. Disclaimer
| Segment | Sub-Segment |
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| By Product Type |
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| By Fragrance |
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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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