Market Insights

South Africa Air Freshener Market

FMCG

South Africa 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
  • VI0544
  • 110
  • Pdf PPt XLS
South Africa Air Freshener Market Report: Trends, Growth and Forecast (2026-2032)

South Africa Air Freshener Market Statistics and Insights, 2026

  1. Market Size Statistics
    1. Air Freshener Market in South Africa is estimated at $ 545 Million.
    2. The market size is expected to grow to $ 575 Million by 2032.
    3. Market to register a CAGR of around 0.77% during 2026-32.
  2. Product Type Shares
    1. Spray/Aerosol Air Freshener grabbed market share of 95%.
  3. Competition
    1. More than 5 companies are actively engaged in producing Air Freshener Market in South Africa.
    2. Top 5 companies acquired around 10% of the market share.
    3. Tiger Consumer Brands Ltd, Procter & Gamble (Pty) Ltd, Shield Chemicals (Pty) Ltd, SC Johnson & Son of South Africa, Reckitt Benckiser South Africa (Pty) Ltd etc., are few of the top companies.
  4. Fragrance
    1. Lavender continues to dominate the market.

South Africa Air Freshener Market Outlook

The air freshener market in South Africa is estimated at $200 million in 2026 and is projected to reach $215 million by 2032. Growing urban homes and end users popularity of mood-affecting wellness items are promoting demand for air fresheners, particularly for those with better air quality and eliminating unpleasant odors in residential areas. Remote work has further spurred the demand for nice indoor spaces, contributing to this growth.

Spray and aerosol air fresheners will remain the most popular choice, dominating the market with about 97% of retail value sales in 2025. Their ease of use, affordable price, and wide range of scents, especially lavender which continues to lead as the preferred fragrance, make them the favorite among end users. Other formats like candles and gels will see modest growth, mainly in higher-income groups, while electric air fresheners may struggle due to their higher prices.

The market is also fragmented and competitive, with over five firms actively manufacturing air fresheners in South Africa. The top five firms control only approximately 10% of market share, an indication of room for the smaller brands to expand, especially through small local grocers who contribute over 10% towards sales. Promotions, particularly through the supermarket loyalty schemes, continue to be a good way of increasing sales.

In total, as the economy is healing and inflation is easing, end users' purchasing power will rise, underpinning ongoing demand for air fresheners. Spray/aerosol products and best-selling fragrances such as lavender will drive growth, and companies offering long-lasting and innovative scents will be the most likely to succeed in the changing market.

South Africa Air Freshener Market Competitive Analysis

South Africa Air Freshener Market Growth Driver

Urbanisation Supporting air fresheners Adoption

The expansion of urban homes is a prime force behind the South Africa Air Freshener Market. With increasing migration to cities and the development of small living accommodations, there is greater demand to ensure freshness of the air and remove odorous scents in confined areas. Urban living also tends to facilitate cleanliness and indoor comfort, which reinforces the popularity of air fresheners for routine use.

The growth in urban housing has thus created a stable end-user customer base for air fresheners products. Such households tend to emphasize freshness and hygiene in living rooms and bathroom areas, providing stable demand. The driver captures how structural changes in lifestyle, associated with urbanization, support the sales of air fresheners in each category directly.

South Africa Air Freshener Market Challenge

Inflation Curbing Discretionary Spending

An enduring threat to the South Africa Air Freshener Market is the threat of high inflation, which continues to undermine end-user purchasing power. Even as urban household numbers slowly increase, many end users are financially pinched, focusing on essentials over non-essential categories such as air fresheners. This financial squeeze translates into retail volume growth that is modest at best even as prices increase.

Air fresheners are discretionary products, and in times of economic hardship, households prefer to curtail such spending. This has decelerated category growth and restricted premium product take-up. The inflationary situation, thus, is a key hurdle to market development by limiting the purchasing ability of a significant majority of the populace.

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South Africa Air Freshener Market Trend

Value-Driven Buying Behaviour Through Promotions

Rising demand for cost-effective air fresheners is shaping product offerings and pricing strategies. End users are more attracted to companies that provide promotional offers, price discounts, and incentive schemes based on loyalty from major retail chains. This way, households can manage product quality with affordability under ongoing economic stress.

Global players have continued to introduce promotions and pack volume upgrades to ensure customer loyalty rather than cutting prices. Such promotions are particularly noticeable within supermarkets, where they induce bulk buying and brand loyalty. This is a testament to how value perception, backed by retail promotions, has emerged as a critical driver of buying habits in the marketplace.

South Africa Air Freshener Market Opportunity

Hybrid Work Culture Fuelling Indoor air fresheners Demand

Increasing adoption of hybrid and remote work patterns is shaping demand for air fresheners in home and personal spaces. With more professionals indoors, the need to keep home environments clean and pleasant is likely to rise. End users will look for products that provide greater comfort and freshness during the day. Choosing the right font will also give your text a better appeal for your readers.

This change, together with a resultant increase in economic stability and purchasing power, will inspire more spending on air fresheners products. Economical, long-lasting, and innovative fragrance products from brands that provide such options can take advantage of this new work culture. Supermarkets and local food stores will also facilitate this growth by providing special discounts and promotional offers to repeat end users.

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South Africa Air Freshener Market Segmentation Analysis

South Africa Air Freshener Market Segment

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 category is Spray/Aerosol Air Fresheners, having a market share of almost 95% in South Africa. The reason for this dominance is their low price point, simplicity in application, and immediate effect, due to which they are the most convenient option to use when it comes to keeping homes fresh. The widespread use of perfumes like lavender, marine, and vanilla also attracts a vast number of end users looking for nice and fresh indoor spaces.

During the forecast period, spray/aerosol air fresheners will maintain their position at the leading edge of the market through strong consumer demand for mood-enhancing wellness products. The category will be further supported by ongoing product promotions and bigger pack availability by major players like Glade and Air Wick, further entrenching its presence in both urban and suburban domestic environments.

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 channels is Retail Offline, which still leads with approximately 57.8% market share. Supermarkets are still the top distribution channel, capturing almost three quarters of value sales due to easy accessibility and high frequency of promotions through loyalty programs. These promotions have played a key role in influencing end users to buy air care products on a regular basis.

During the forecast period, offline channels of retail such as supermarkets and small regional grocers will continue to be important for market growth. Smaller brands too use these channels to gain greater visibility and access, particularly within urban regions. While online sales are slowly increasing, retail offline is anticipated to retain dominance through the factors of convenience, price, and existing consumer belief in in-store buying.

Top Companies in South Africa Air Freshener Market

The top companies operating in the market include Tiger Consumer Brands Ltd, Procter & Gamble (Pty) Ltd, Shield Chemicals (Pty) Ltd, SC Johnson & Son of South Africa, Reckitt Benckiser South Africa (Pty) Ltd, etc., are the top players operating in the South Africa Air Freshener Market.

Frequently Asked Questions

   A. South Africa Air Freshener Market is anticipated to register a CAGR of approximately 0.77% during the forecast period.

   A. Market size of South Africa Air Freshener Market in 2025 was valued at around USD 545 Million.

   A. Urbanisation Supporting air fresheners Adoption is a key factor driving the growth of the Air Freshener Market in South Africa.

   A. Spray/Aerosol Air Freshener held the largest market share by value in South Africa Air Freshener Market in 2025.

   A. Hybrid Work Culture Fuelling Indoor air fresheners Demand represents a significant growth opportunity for the South Africa Air Freshener Market .

   A. Inflation Curbing Discretionary Spending continues to pose a major challenge for the South Africa Air Freshener Market .

   A. Value-Driven Buying Behaviour Through Promotions stands out as a prominent trend boosting the growth of the South Africa Air Freshener Market.

1. Market Segmentation

1.1. Research Scope

1.2. Research Methodology

1.3. Definitions and Assumptions

2. Executive Summary

3. South Africa Air Freshener Market Policies, Regulations, and Standards

4. South Africa Air Freshener Market Dynamics

4.1. Growth Factors

4.2. Challenges

4.3. Trends

4.4. Opportunities

5. South Africa 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. South Africa 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. South Africa 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. South Africa 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. South Africa 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. South Africa 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. South Africa 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 of South Africa

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. Reckitt Benckiser South Africa (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. Tiger Consumer Brands 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. Procter & Gamble (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. Shield Chemicals (Pty) 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

13. Disclaimer

Segment Sub-Segment
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

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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