Philippines 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 (Ocean/Marine/Sea/Aquamarine, Aqua/Water, 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
- VI0542
- 130
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Philippines Air Freshener Market Statistics and Insights, 2026
- Market Size Statistics
- Air Freshener in Philippines is estimated at $ 50 Million.
- The market size is expected to grow to $ 60 Million by 2032.
- Market to register a CAGR of around 2.64% during 2026-32.
- Product Type Shares
- Spray/Aerosol Air Freshener grabbed market share of 35%.
- Competition
- More than 5 companies are actively engaged in producing Air Freshener in Philippines.
- Top 5 companies acquired around 90% of the market share.
- Procter & Gamble Philippines Inc, Shaldan Philippines Inc, Reckitt Benckiser (Philippines) Inc, SC Johnson & Son Inc (Philippines), Philusa Corp etc., are few of the top companies.
- Fragrance
- Ocean/Marine/Sea/Aquamarine continues to dominate the market.
Philippines Air Freshener Market Outlook
The Philippines air freshener market size is at $50 million in 2025 and is forecast to become $60 million by 2032. Over five companies are seriously manufacturing air fresheners, with the top five players holding about 90% of the market share. Gel air fresheners will be the leading category because they have long-lasting aroma, are versatile, and are affordable. Key players like Glade, Ambi-Pur, and Albatross remain well-placed in the gel, spray/aerosol, and car air freshener segments through signature scents, new product development, and value-for-money offers through bulk purchases.
Electric air fresheners will experience more rapid expansion from a low level. Their aesthetic and multifunctionality, especially as air purifiers and decorative objects, have proved popular among end users searching for a contemporary and wellness-focused home setting. Manufacturers will increasingly emphasize informing end users of the unique advantages of electric diffusers over humidifiers or dehumidifiers and establishing them as part of indoor air quality and ambiance essentials.
Car air fresheners will continue to thrive because of ongoing urban congestion and lengthy commutes, fueling demand for refreshing and locally relevant scents. SC Johnson & Son and Procter & Gamble will continue to dominate this very concentrated category. Marketing efforts will further rely on social media and internet sites to reach young end users and promote the dual benefit of products in offering freshness and comfort.
E-commerce will be expected to increase as a major channel of distribution, opening up opportunities for new and small brands to make a name for themselves. R&D-driven innovation will continue to be important, with brands formulating products that incorporate fragrance with air purification or antibacterial capabilities in response to the increasing demand for health and wellness-focused solutions. Ocean, marine, aquamarine, and water and wind-related fragrances will continue to be the favorite among end users during the forecast period.
Philippines Air Freshener Market Growth Driver
Increased Health and Well-being Consciousness Spurred Demand for Air Fresheners
The Philippine air freshener market is progressively influenced by growing public consciousness regarding health and wellness. Chronic exposure to indoor contaminants, poor air circulation, and stale residential scents can negatively impact respiratory health, leading to end users in pursuit of promoting cleaner and fresher indoor spaces. As more end users become aware of the significance of indoor air quality in ensuring overall well-being, air fresheners are being integrated into regular home care regimes.
Health organizations, such as the World Health Organization (WHO) and the Philippine Department of Health (DOH), have cited the need for healthy indoor environments to mitigate the risks that come from unfavorable air quality. Such heightened awareness about hygiene and wellness continues to drive demand for air care products within households, making air fresheners a necessity for healthier, more comfortable living environments.
Philippines Air Freshener Market Challenge
Perception of Air Fresheners as Non-Essential
Perception of air fresheners as optional household products is shaping purchasing patterns in the category. Even though there is a demand, value sales are quite low versus other home care markets, which has the potential to constrain market growth. This attitude decreases the end users readiness to spend more on high-end products or to try new formats, which affects total revenue growth.
Another challenge is educating end users on the unique value proposition of various air care products, especially electric diffusers. Several end users perceive diffusers and humidifiers or dehumidifiers as the same thing, generating inappropriate perceptions of their worth. Breaking this ignorance is essential to increasing market coverage and making new, higher-value offerings popular among end end users.
Philippines Air Freshener Market Trend
Growth of Electric Air Fresheners
Electric air fresheners are experiencing growing popularity in the Philippines due to their dual use as fragrance dispensers and home decor pieces. In contrast to spray or aerosol type products, electric diffusers are becoming more viewed as home decor add-ons that allow for the beautification of living environments. Companies like Glade and Ambi-Pur leverage this aspect by introducing fashionable diffusers promoted by partnerships with home decor influencers and lifestyle advertising campaigns.
Moreover, increasing health benefits awareness, like constant scenting and air cleansing, accelerates the use of electric air fresheners. The trend demonstrates changing end-user behavior in preferring products with both aesthetics and functional advantages, signifying a market shift towards design-focused and health-oriented buying patterns in the air care market .
Philippines Air Freshener Market Opportunity
Increasing Awareness of Electric Diffusers to Fuel Market Growth
Rising end-user awareness of electric diffusers is driving significant growth in the air freshener segment. Most still get them mixed up with humidifiers or dehumidifiers, constraining adoption. Educating end users on the unique role of diffusers—diffusing essential oils to increase fragrance and ambiance—will allow brands to reposition them as necessary components of contemporary homes. This is expected to drive demand in both urban and suburban homes.
Top brands like Glade and Ambi-Pur are best positioned to ride on this opportunity via social media promotion and health campaigns that bring into focus electric diffusers wellness and air quality advantages. With increasing air pollution in cities, end users will likely perceive such products as a useful and health-conscious remedy, opening up new growth opportunities during the forecast period.
Philippines 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 Spray/Aerosol Air Fresheners, which holds approximately 35% of the market share in the Philippines. It remains the market leader because it is affordable, gives instant freshness, and is very widely available in different retail formats. End users strongly prefer spray air fresheners due to their convenience and quick action against unwanted odors, and hence they are widely used as a quick fix to have a comfortable home atmosphere.
A survey indicates that the popularity of spray air fresheners is also fueled by ongoing innovations in products, such as range of fragrances and anti-bacterial variants. Glade and Ambi-Pur continue to be the best-known brands in the category, both providing products that cater to health-oriented as well as fragrance-hungry end customers. Convenience and value-for-money positioning guarantee continued dominance of the segment in the future years.
By Fragrance
- Ocean/Marine/Sea/Aquamarine
- Aqua/Water
- Camomile/Lavender
- Lavender
- Floral
- Vanilla
- Lemon
- Breeze
- Lavender/Vanilla
- Cinnamon
- Jasmine
- Apple/Cinnamon
- Rose
- Orchid
- Mint
- Wood
The segment with highest market share under the sales channel is Retail Offline, which leads with close to 80% of total market share in the Philippines. Supermarkets and hypermarkets continue to be air care products' destination stores of choice, providing end users with convenience, broad product offerings, and competitive promotional schemes. The visibility and easiness in accessing brands in offline stores contribute significantly to the sustainability of offline retail's strong position.
Based on a survey, offline retail channels are set to maintain their leadership as end users remain keen on the convenience of comparing products and scents prior to buying. Though online websites such as Shopee and Lazada are increasingly popular, especially among young buyers, most sales are still done via offline channels and continue to lead the nation's air freshener market .
Top Companies in Philippines Air Freshener Market
The top companies operating in the market include Procter & Gamble Philippines Inc, Shaldan Philippines Inc, Reckitt Benckiser (Philippines) Inc, SC Johnson & Son Inc (Philippines), Philusa Corp, etc., are the top players operating in the Philippines 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. Philippines Air Freshener Market Policies, Regulations, and Standards
4. Philippines Air Freshener Market Dynamics
4.1. Growth Factors
4.2. Challenges
4.3. Trends
4.4. Opportunities
5. Philippines 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. Ocean/Marine/Sea/Aquamarine - Market Insights and Forecast 2022-2032, USD Million
5.2.2.2. Aqua/Water- Market Insights and Forecast 2022-2032, USD Million
5.2.2.3. Camomile/Lavender- Market Insights and Forecast 2022-2032, USD Million
5.2.2.4. Lavender- Market Insights and Forecast 2022-2032, USD Million
5.2.2.5. Floral- Market Insights and Forecast 2022-2032, USD Million
5.2.2.6. Vanilla- Market Insights and Forecast 2022-2032, USD Million
5.2.2.7. Lemon- Market Insights and Forecast 2022-2032, USD Million
5.2.2.8. Breeze- Market Insights and Forecast 2022-2032, USD Million
5.2.2.9. Lavender/Vanilla- Market Insights and Forecast 2022-2032, USD Million
5.2.2.10. Cinnamon- Market Insights and Forecast 2022-2032, USD Million
5.2.2.11. Jasmine- Market Insights and Forecast 2022-2032, USD Million
5.2.2.12. Apple/Cinnamon- Market Insights and Forecast 2022-2032, USD Million
5.2.2.13. Rose- Market Insights and Forecast 2022-2032, USD Million
5.2.2.14. Orchid- Market Insights and Forecast 2022-2032, USD Million
5.2.2.15. Mint- Market Insights and Forecast 2022-2032, USD Million
5.2.2.16. 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. Philippines 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. Philippines 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. Philippines 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. Philippines 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. Philippines 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. Philippines 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. SC Johnson & Son Inc (Philippines)
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. Philusa Corp
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 Philippines Inc
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. Shaldan Philippines Inc
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. Reckitt Benckiser (Philippines) Inc
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
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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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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