Increased purchasing power, improvement in living standards along with market being continuously flooded by numerous innovative products in different formats, price levels and fragrances has broadened the scope of room fresheners in the Indian market.
Though often taken for granted, smell is a powerful sense, especially when a gentle scent can instantly transport the mind to another time and place. From retrieving pleasant memories to boosting the mood, sense of smell plays an important role in one's overall well-being. The scents are actually tiny molecules that interact with sensory centres in the brain to elicit responses such as happiness, relaxation or stimulation. For centuries, smell has been linked with healing practices. Air fresheners are predominantly aerosol sprays that mask odours and induce freshness in the atmosphere. They are composed of formaldehyde, petroleum distillates, aerosol propellants, and p-dichlorobenzene. Apart from their primary usage, air fresheners are also used aesthetically to enhance the environment by appealing to the senses.
According to recently published report of Bonafide Research, "India Air Care Market Outlook, 2022", the market for room fresheners is budding every year with 25-30% growth rate. In India, room fresheners market have long been driven by rising standards of living, growing consumer affluence, and their propensity to indulge in luxury products. Recent growth in the category has been largely the result of the transition of ambient fragrance market from the commodity level to luxury level. In recent years, this functional commodity has evolved to be used as a decorative product as well. Today, the Indian market for air fresheners stands stimulated by changing demographic trends, the growing importance of aromatherapy in homes, and consumer preference for decorating homes with fragrant products such as candles, reed diffusers, potpourri etc. Aromatherapy is gaining momentum among Indian consumer as a result of a variety of applications, including pain relief, mood enhancement and increased cognitive function. It can be used at any place such as indoor spaces, washrooms, car, etc.
Room fresheners are coming in different formats in the present day world. Some of them worth noting are gel air fresheners, electric air fresheners, candle air fresheners, potpourri, aroma diffusers and many more. Gel air fresheners are gaining popularity in the room freshener category. Also, candle air fresheners are expected to have a growth in demand in the coming years. People are now more conscious about the health risks related to using synthetic air freshener; hence the rise of candle air freshener is expected in the future. Other formats such as potpourri, reed diffusers etc are also anticipated to grow in the room freshener market over coming years.
Major companies operating in the air care market of India are Dabur India Limited, Godrej Consumer Products Limited, J.K. Helene Curtis Limited, MidasCare Pharmaceuticals Pvt. Ltd., Procter & Gamble Home Products Private Limited, Reckitt Benckiser (India) Private Limited and SC Johnson Products Pvt. Ltd.