Vietnam 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, Lily of the Valley, 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
- VI0552
- 130
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Vietnam Air Freshener Market Statistics and Insights, 2026
- Market Size Statistics
- Air Freshener in Vietnam is estimated at $ 35 Million.
- The market size is expected to grow to $ 45 Million by 2032.
- Market to register a CAGR of around 3.66% during 2026-32.
- Product Type Shares
- Spray/Aerosol Air Freshener grabbed market share of 54%.
- Competition
- More than 15 companies are actively engaged in producing Air Freshener in Vietnam.
- Top 5 companies acquired around 80% of the market share.
- Car-Freshner Corp, Duong Thanh Co, Hanoi Biology Chemistry JSC, SC Johnson & Son Vietnam Co Ltd, Procter & Gamble Vietnam Ltd etc., are few of the top companies.
- Fragrance
- Lily of the Valley continues to dominate the market.
Vietnam Air Freshener Market Outlook
The market size of the Vietnam air freshener market is about $35 million in 2025 and is forecasted to rise to about $45 million by 2032. Over 15 companies are operating in the manufacturing of air fresheners in the market, with the top five companies contributing about 80% of the market share. Lily of the Valley holds its top place as the most sought-after fragrance, in line with local tastes for weak and refreshing fragrances. Spray and aerosol air fresheners remain the best-sellers, fueled by increasing awareness of personal hygiene, disinfection, and the need to keep indoor spaces smelling good.
Increased focus on wellness and living naturally is influencing consumer behavior, fueling demand for products composed of natural ingredients and essential oils instead of synthetic fragrances. Electric air fresheners and candle air fresheners are also picking up pace, especially among newer generations impacted by global lifestyles. Electric air fresheners are likely to achieve impressive growth from a low base, with constant fragrance diffusion and greater convenience for homes and offices.
The distribution of products is increasingly being dominated by retail online and new trade channels like supermarkets and hypermarkets. The physical stores are favored by end users for fragrance testing, whereas online channels like Shopee and Lazada are assisting brands to reach more people with promotional offers and storytelling-based marketing campaigns.
Air fresheners made with natural, antibacterial, and long-lasting scent formulations are likely to drive category growth. Brands that focus on eco-friendly innovation, scent durability, and digital engagement are expected to strengthen their market presence as Vietnam end users continue prioritizing wellbeing and a pleasant home environment.
Vietnam Air Freshener Market Growth Driver
Rising Focus on Health and Wellbeing Among End Users
Rising awareness of mental health is encouraging end users in Vietnam to choose air care products with calming, stress-relieving aromas and herbal scents. end users pay close attention to ingredients, believing they impact their wellbeing, making clear ingredient labelling a priority. Natural aromas are seen as safer than artificial scents, encouraging a shift towards products made from natural ingredients, free from toxic chemicals, and offering antibacterial or disinfectant properties.
Improving living standards further drive end users to prioritise their health and wellbeing, boosting demand for air fresheners across households and offices. Spray and aerosol products continue to be popular, while electric air fresheners gain attention for their advanced scent dispersion and humidity features. Younger generations are influenced by global trends, increasing interest in candle air fresheners, and rising car ownership supports growth in car air fresheners with unique designs and fragrances.
Vietnam Air Freshener Market Trend
Increasing Use of Electric and Candle Air Fresheners
Vietnam end users are increasingly moving away from conventional spray, aerosol, and gel air fresheners toward electric and candle-based options. Electric variants are gaining traction due to their convenience, reliable scent diffusion, and value-added features such as humidity control. Sleek designs and uniform fragrance dispersal make them particularly appealing for homes and offices, aligning with growing expectations for functional and aesthetically pleasing products.
Candles are also attracting younger, urban consumers influenced by Westernized lifestyles. They create a calming and relaxing environment, enhancing leisure and home experiences. This diversification of formats reflects a clear shift in consumer preferences toward sophisticated, lifestyle-oriented air care solutions that combine functionality, ambience, and wellbeing benefits.
Vietnam Air Freshener Market Opportunity
Storytelling and Emotional Branding to Reinforce Market Position
Increasing focus on storytelling and emotional connections with consumers is set to enhance brand performance in the air freshener category. By connecting fragrances to personal recollections and common experiences, brands are able to create more emotional connections with end-users. This will assist in transforming air fresheners into lifestyle products that appeal to comfort, relaxation, and nostalgia.
Social media channels like Facebook, TikTok, and Instagram offer good platforms for this approach, enabling companies to engage creatively and communicate directly with audiences. Via compelling stories, autumn/winter fragrances, and attractive packaging, businesses can stand out and enhance brand loyalty. This emphasis on emotional storytelling will more than likely reshape the way Vietnam end users view and choose air freshener products in the future.
Vietnam 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 the Spray/Aerosol Air Freshener, which took over a market share of 54%. Spray/aerosol air fresheners remain top in the Vietnam market because of their affordability, convenience, and efficiency in effectively eradicating odours. People more and more care for extra benefits like antibacterial and disinfectant properties, as well as products formulated with natural ingredients and essential oils, which attract health-conscious and environmentally friendly end users.
In addition to spray/aerosol air fresheners, demand for electric air fresheners is growing from a low base. These products are convenient, provide consistent diffusion of scent, and have innovative technology features, making them appealing for home and office use. Increased consumer interest in wellbeing, relaxing fragrances, and durable scents will be driving overall growth in air care categories throughout the forecast period.
By Fragrance
- Camomile/Lavender
- Lavender
- Floral
- Vanilla
- Lily of the Valley
- 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 is still leading at a 65% market share. Supermarkets, hypermarkets, and specialist stores enable end users to try before they buy, and they carry a large assortment of product and brands. This hands-on experience is especially crucial for spray/aerosol and gel air fresheners, which are still the leading formats in Vietnam.
Although retail e-commerce is the most dynamic channel, providing convenience, promotions, and social media-driven interaction, offline stores are still necessary. end users appreciate being able to touch and compare products and receive advice from store staff. Therefore, retail offline channels will remain the strongest driver of air care sales in Vietnam during the forecast period.
Top Companies in Vietnam Air Freshener Market
The top companies operating in the market include Car-Freshner Corp, Duong Thanh Co, Hanoi Biology Chemistry JSC, SC Johnson & Son Vietnam Co Ltd, Procter & Gamble Vietnam Ltd, LB (Vietnam) Co Ltd, Rang Dong Spca Co Ltd, A My Gia Co Ltd, Aromate Industries Co Ltd, Saigon Union of Trading Cooperatives, etc., are the top players operating in the Vietnam 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. Vietnam Air Freshener Market Policies, Regulations, and Standards
4. Vietnam Air Freshener Market Dynamics
4.1. Growth Factors
4.2. Challenges
4.3. Trends
4.4. Opportunities
5. Vietnam 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. Lily of the Valley- Market Insights and Forecast 2022-2032, USD Million
5.2.2.6. Lemon- Market Insights and Forecast 2022-2032, USD Million
5.2.2.7. Breeze- Market Insights and Forecast 2022-2032, USD Million
5.2.2.8. Lavender/Vanilla- Market Insights and Forecast 2022-2032, USD Million
5.2.2.9. Cinnamon- Market Insights and Forecast 2022-2032, USD Million
5.2.2.10. Jasmine- Market Insights and Forecast 2022-2032, USD Million
5.2.2.11. Apple/Cinnamon- Market Insights and Forecast 2022-2032, USD Million
5.2.2.12. Rose- Market Insights and Forecast 2022-2032, USD Million
5.2.2.13. Orchid- Market Insights and Forecast 2022-2032, USD Million
5.2.2.14. Mint- Market Insights and Forecast 2022-2032, USD Million
5.2.2.15. 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. Vietnam 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. Vietnam 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. Vietnam 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. Vietnam 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. Vietnam 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. Vietnam 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 Vietnam Co 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. Procter & Gamble Vietnam 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. LB (Vietnam) Co 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. Rang Dong Spca Co 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. A My Gia Co 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
12.1.6. Car-Freshner Corp
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. Duong Thanh Co
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. Hanoi Biology Chemistry JSC
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. Aromate Industries Co Ltd
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. Saigon Union of Trading Cooperatives
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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