UK 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
- VI0550
- 110
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UK Air Freshener Market Statistics and Insights, 2026
- Market Size Statistics
- Air Freshener in UK is estimated at $ 965 Million.
- The market size is expected to grow to $ 1.16 Billion by 2032.
- Market to register a CAGR of around 2.66% 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 UK.
- Top 5 companies acquired around 75% of the market share.
- MS George Ltd, Rituals Cosmetics UK Ltd, Energizer Group Ltd, Reckitt Benckiser Ltd, Yankee Candle Co (Europe) Ltd etc., are few of the top companies.
- Fragrance
- Vanilla continues to dominate the market.
UK Air Freshener Market Outlook
The UK air freshener market stands at $965 million in 2025 and is anticipated to reach $1.16 billion by 2032. Over 15 companies are actively involved in manufacturing air fresheners, with the top five players covering approximately 75% of the market. Vanilla fragrance continues to be the market leader, adhering to end user desire for a sense of familiarity and comfort. Retail volume expansion will slow during the forecast period, with some categories growing moderately while others decline. Liquid air fresheners and candle air fresheners are projected to lead the growth as end users remain interested in establishing a peaceful and wellness-driven home atmosphere.
Candle air fresheners will continue to be in demand, taking advantage of continued trends in health, wellness, and home fragrance. end users are Increasingly prioritizing self-care and stress relief at home, which will continue to maintain support for products that add to the ambiance and build a sanctuary-like setting. Fragrance-driven innovation is going to continue as a top trend, with new fragrances being released to address changing wants of end users who crave a stress-free, calming home environment.
Spray/aerosol and gel air fresheners are likely to see slower growth or volume tapering off, since demand turns towards more premium and wellness-oriented forms. Electric air fresheners could also witness selective growth, especially among end users who desire up-to-date, convenient offerings that deliver consistent fragrance. Value growth in the market will persist, albeit at a reduced rate than the past few years, led by more expensive and premium product forms.
Supermarkets and hypermarkets will still be the key sales channels, offering end users the option of smelling before buying. Retail e-commerce will continue to have a supporting role, although its proportion is likely to be lower than in-store channels. Overall, the UK air freshener market is set to register sustained growth, with focus on wellness-based, fragrance-full products and innovation in fragrances dictating the competitive environment.
UK Air Freshener Market Growth DriverHealth and Wellness Consciousness
The UK Air Freshener Market is fueled by increasing end user focus on wellness, health, and self-care in the home. The need to establish a calming, stress-free environment drives the application of candle, liquid, and electric air fresheners, as these types of packaging enable them to improve home atmosphere and mental health. end users more and more consider their homes as havens, and scent-driven products are responsible for enabling this lifestyle.
This increasing recognition drives sustained demand for air care products that merge positive fragrances with perceived health advantages. Brands that frame their offerings around health and wellness concepts, like the introduction of naturally scented or mood-sustaining products, experience increased adoption. The trend is also supported by home-based remote and hybrid work arrangements, which maximize end user time spent at home and the value of a calming indoor climate.
UK Air Freshener Market TrendFragrance-Led Product Adoption
Fragrance-driven innovation is the leading trend within the UK Air Freshener Market. end users are increasingly looking for products that help to create a calming home atmosphere, a part of a larger health and wellness trend. Candle and liquid air fresheners are specifically benefiting from this trend, with new product launches focusing on a range of scents that improve mood and home atmosphere.
This trend is observed across home care categories, highlighting end users desire for sensorial benefits that align with their lifestyle. Within fragrances, leading scents, including vanilla, remain top, but new scent innovations are increasingly pertinent. Fragrance remains at the forefront as a brand differentiator, driving purchase decisions and loyalty, while forms such as candle and liquid air fresheners continue to lead in volume and value.
UK Air Freshener Market OpportunityExpansion Through E-Commerce
The UK air freshener market offers high growth potential with the growth of e-commerce. Supermarkets and hypermarkets remain the leading places to sell, but online shopping provides convenience, a broader selection of products, and easy price comparison. end users are able to browse and buy specialty scents, premium candle and liquid air fresheners, and subscription products from home, making e-commerce a more compelling channel.
Brands are able to capitalize on digital platforms by promoting end user participation with targeted offers, product reviews, and influencer partnerships, heightening awareness and adoption of new products. The increased trend towards online shopping, accelerated in the period of the pandemic, is anticipated to persist throughout the forecast period. Through concentrating on e-commerce, corporations are able to reach price-conscious and convenience-driven end users, increase their reach beyond conventional retail, and enhance their overall market positioning in the UK air care market .
UK 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 Candle Air Freshener, which took a market share of 35%. Candle air fresheners in the UK have been doing well, driven by end user interest in health, wellness, and having a restful home environment. The growing focus on the 'home as a sanctuary' concept is encouraging end users to seek stress-free and comforting living environments.
Candle air fresheners also gain from fragrance-driven innovation, as shoppers continue to look for new fragrances to uplift their home environment. In addition to liquid air fresheners, candles will also be set to drive retail value and volume growth during the forecast period. Their popularity is also supported by their dual function as both functional and aesthetic home products, appealing to end users who both care about aesthetics and wellbeing.
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 persists in being the market leader with a 75% share. Supermarkets and hypermarkets continue to be the first choice for buying air care due to their convenience, where the end user can get a whiff of the smell and feel the quality of the product before purchase. This is especially true for products such as candle and liquid air fresheners, where the odor is a key determinant of end user selection.
Although retail e-commerce increased during the pandemic, its percentage has decreased marginally in post-pandemic times as offline stores have gained significance again. Having the option to touch and feel products physically, along with the convenience and extensive range of products, makes sure that supermarkets and hypermarkets are the most preferred channels for air care products in the UKin the forecast period.
Top Companies in UK Air Freshener Market
The top companies operating in the market include MS George Ltd, Rituals Cosmetics UK Ltd, Energizer Group Ltd, Reckitt Benckiser Ltd, Yankee Candle Co (Europe) Ltd, SC Johnson Ltd, Procter & Gamble UK Ltd, J Sainsbury Plc, Saxon Industries, Tesco Plc, etc., are the top players operating in the UK 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. UK Air Freshener Market Policies, Regulations, and Standards
4. UK Air Freshener Market Dynamics
4.1. Growth Factors
4.2. Challenges
4.3. Trends
4.4. Opportunities
5. UK 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. UK 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. UK 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. UK 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. UK 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. UK 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. UK 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 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. Yankee Candle Co (Europe) 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. SC Johnson 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 UK 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. J Sainsbury Plc
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. MS George 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. Rituals Cosmetics UK 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. Energizer Group 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. Saxon Industries
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. Tesco Plc
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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