BlueWeave Consulting, a leading strategic consulting and market research firm, in its recent study, estimated the India air freshener market size at USD 359.53 million in 2022. During the forecast period between 2023 and 2029, BlueWeave expects the India air freshener market size to grow at a CAGR of 4.82% reaching a value of USD 476.82 million by 2029. Major growth drivers for the India air freshener market include an increasing urbanization, rising disposable incomes, evolving lifestyles, and a growing emphasis on hygiene and cleanliness among consumers. As cities expand and living spaces become more confined, the demand for air fresheners as a means to uphold pleasant indoor atmospheres has surged. Notably, the COVID-19 pandemic has heightened concerns regarding indoor air quality, further boosting the market as consumers seek products that not only mask odors but also purify and enhance the indoor air quality in homes and workplaces. Furthermore, the market benefits from product diversification, including eco-friendly and natural options, coupled with aggressive marketing strategies by both domestic and international brands. This combination of factors supports the positive growth trajectory of the air freshener market in India, characterized by numerous product launches, a significant surge in online sales, and continuous expansion within the fragrance industry. Consequently, this market presents attractive opportunities for growth and investment in the Indian market landscape. However, price sensitivity and competition from traditional products are anticipated to restrain the overall market growth during the forecast period.
India Air Freshener Market – Overview
India air freshener market refers to the sector within India’s consumer goods industry that deals with the production, distribution, and sale of products designed to improve the ambiance and odor of indoor spaces. Air fresheners are designed to emit pleasant fragrances and mask or eliminate undesirable odors in various settings, including homes, offices, commercial spaces, and vehicles. This market encompasses a wide range of product types, including aerosol sprays, plug-in devices, gels, scented candles, and reed diffusers, among others. Key factors driving this market include urbanization, rising disposable incomes, evolving lifestyles, and a growing awareness of hygiene and cleanliness. As consumers seek to maintain pleasant indoor environments, the India air freshener market continues to grow, offering a diverse array of fragrance choices and product options to cater to varying preferences and needs.
Impact of COVID-19 on India Air Freshener Market
COVID-19 pandemic had a mixed impact on the India air freshener market. Initially, there was a surge in demand for air fresheners as consumers sought to create cleaner and more pleasant indoor environments while spending more time at home. However, the economic challenges caused by the pandemic, coupled with supply chain disruptions, impacted the market negatively. Consumers’ disposable incomes were constrained, leading to some price sensitivity. Additionally, the emphasis on hygiene and sanitation, although beneficial, led to heightened competition in the market. Overall, the market showed resilience, with manufacturers adapting to evolving consumer needs and preferences, including an increased demand for sanitizing and disinfecting products.
India Air Freshener Market – By Distribution Channel
Based on distribution channel, the India air freshener market is divided into Supermarkets/Hypermarkets, Online Stores, and Convenience Stores segments. The online stores segment held the highest share in the India air freshener market during the forecast period by distribution channel. This shift can be attributed to the growing trend of e-commerce and the convenience it offers to consumers. With increased internet penetration and changing buying habits, more people are turning to online platforms to purchase air fresheners. The COVID-19 pandemic has further accelerated this shift, as consumers seek contactless shopping options. Online stores provide a wide variety of choices and the convenience of doorstep delivery, making them a preferred channel for air freshener purchases, ultimately securing the highest market share in distribution during the forecast period.
Major players operating in the India air freshener market include Henkel Ag & Co, Godrej, Reckitt Benckiser, Mangalam CamPure, Dabur, Miniso, Pour Home, Procter & Gamble, and SC Johnson & Son. To further enhance their market share, these companies employ various strategies, including mergers and acquisitions, partnerships, joint ventures, license agreements, and new product launches.
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