Netherlands 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
- VI0540
- 120
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Netherlands Air Freshener Market Statistics and Insights, 2026
- Market Size Statistics
- Air Freshener in Netherlands is estimated at $ 95 Million.
- The market size is expected to grow to $ 100 Million by 2032.
- Market to register a CAGR of around 0.74% during 2026-32.
- Product Type Shares
- Electric Air Freshener grabbed market share of 35%.
- Competition
- More than 10 companies are actively engaged in producing Air Freshener in Netherlands.
- Top 5 companies acquired around 70% of the market share.
- Reckitt Benckiser Nederland BV, Aldi Nederland BV, AS Watson (Health & Beauty Benelux), Procter & Gamble Nederland BV, SC Johnson Benelux NV etc., are few of the top companies.
- Fragrance
- Wood continues to dominate the market.
Netherlands Air Freshener Market Outlook
The Netherlands air freshener market size is at $95 million in 2025 and will grow to $100 million by 2032. Over 10 companies are actively involved in manufacturing air fresheners, with the top five companies holding about 70% of the market share. Wood continues to be the favorite fragrance, both locally and by local end users, who prefer natural and homely fragrances. Air care prices steadied in 2025 after years of price inflation, enabling end users to prioritize value and premium sensory experiences over raw odour removal.
end users in Netherlands are increasingly looking for air care products that leave a lasting impression and deliver emotional benefits. Products such as Air Wick Essential Mist, which release essential oils, are positioned for wellness, mood boost, and establishing calming home environments. This movement towards lifestyle-oriented air care is set to persist, with brands delivering relaxing, energising, or luxurious moods through fragrance. Starter kits, especially for electric diffusers, will also continue to be popular since they ensure long-term brand commitment and frequent repeat purchases of refills.
Multifunctional air care products will continue to gain strength, combining fragrance with other benefits offered by stress relief, energy augmentation, and general well-being. They are attracted to solutions promising holistic home experiences beyond conventional air freshening. The trend will motivate brands to get creative with scent variety, aromatherapy impact, and wellness-focused features.
Retail online will increasingly contribute to the Netherlands air freshener market, providing end users with convenience, discounts, and unique products. Private label products will meanwhile continue to do well with price-conscious end users, especially in spray and gel forms, as an inexpensive alternative to premium products. Brands that emphasize both multifunctionality and online interaction will have a strengthened market position.
Netherlands Air Freshener Market Growth Driver
Increased end user Understanding of Indoor Air Quality
Increasing recognition of the role of indoor air quality (IAQ) in wellbeing and health is shaping demand for air fresheners. The World Health Organization (WHO) identifies indoor air pollution as a significant threat to respiratory diseases, allergies, and overall wellbeing, driving households to work towards making improvements in their indoor living conditions. Dutch end users are becoming more aware of keeping clean and fresh-smelling indoor environments, especially in cities where air pollution and low-air-volume living spaces are characteristics.
This increased perception has stimulated purchases of products that provide not just fragrance but also functional benefits like odor elimination and antibacterial activity. Healthy living and environmental safety campaigns promoted by governments further support this movement, thereby making air care solutions like sprays, gels, and plug-ins a commercial necessity in household practices. Consequently, brands focusing on both health and sensory pleasure are showing steady market progress.
Netherlands Air Freshener Market Trend
Increased Focus on Ambience and Sensory Experience
The emphasis on creating memorable sensory and ambient experiences is guiding developments in air fresheners. End users increasingly relate air care to lifestyle and emotional benefits and want products that induce feelings of relaxation, stress relief, or energy boost. This has prompted manufacturers to market items such as essential oil diffusers and electric mists as wellness-promoting and not just functional.
Marketing tactics increasingly emphasize these lifestyle advantages, using language focused on well-being and emotional fulfillment. The move away from mere odour elimination to sensory wholesomeness is a response to changing end user aspirations and the increasing role of air care products in improving home spaces.
Netherlands Air Freshener Market Opportunity
Growth of Multifunctional Air Care Products
Growing demand for air fresheners with added functional and sensory benefits is guiding developments in the category. End users are more and more looking for air care products that offer odour elimination along with wellness benefits like stress relief, mood boosting, and energy enhancement. Electric diffuser, essential oil-based mist, and starter kit brands can leverage this demand by marketing their products as end-to-end home care experiences.
Additionally, multifunctional air care products present a chance to enhance end user loyalty via repeated purchase of refills and complements. Innovation in fragrance, technology, and product attributes allows manufacturers to address changing end user needs and differentiate themselves from conventional air freshener formats. This strategic emphasis on multifunctionality is anticipated to lead to market growth as well as long-term engagement.
Netherlands 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 Freshener, which captured a market share of 35%. Electric air fresheners are favored in the Netherlands because they can impart prolonged as well as uniform fragrances, as well as deliver wellness as well as mood-improving benefits. Items like Air Wick Essential Mist, which emit essential oils, have emerged as lifestyle products that transcend simple odour removal, resonating with end users who want to experience premium and multi-functional products.
Starter kits and refillable products are also driving the growth of electric air fresheners, as they encourage repeat purchases and build brand loyalty. end users increasingly prefer products that create calming, energising, or luxurious atmospheres at home, making electric air fresheners a key driver of growth in the Netherlands’ air care market during the forecast period.
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, with around 60% market share. Supermarkets, hypermarkets, and specialty stores are still favored by end users due to them offering scent testing prior to purchase, comparisons between various brands, and access to advice from store employees. Such an in-store experience is very crucial for premium electric air fresheners, starter kits, and multifunctional devices, which are best tested prior to purchase.
While e-commerce continues to grow steadily with the convenience, discounts, and subscription services, offline retail is still the most important channel for sales generation in the Netherlands. The need among end users for a sensory shopping experience and instant access to products guarantees that retail offline channels will remain central to the air care market throughout the forecast period.
Top Companies in Netherlands Air Freshener Market
The top companies operating in the market include Reckitt Benckiser Nederland BV, Aldi Nederland BV, AS Watson (Health & Beauty Benelux), Procter & Gamble Nederland BV, SC Johnson Benelux NV, Reckitt Benckiser Group Plc (RB), Bolsius International BV, Albert Heijn BV, Hema BV, Gries Deco Co GmbH, etc., are the top players operating in the Netherlands 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. Netherlands Air Freshener Market Policies, Regulations, and Standards
4. Netherlands Air Freshener Market Dynamics
4.1. Growth Factors
4.2. Challenges
4.3. Trends
4.4. Opportunities
5. Netherlands 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. Netherlands 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. Netherlands 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. Netherlands 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. Netherlands 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. Netherlands 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. Netherlands 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. Procter & Gamble Nederland BV
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 Benelux NV
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. Reckitt Benckiser Group Plc (RB)
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. Bolsius International BV
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. Albert Heijn BV
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. Reckitt Benckiser Nederland BV
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. Aldi Nederland BV
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. AS Watson (Health & Beauty Benelux)
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. Hema BV
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. Gries Deco Co GmbH
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 |
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| 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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