Vision 2020
Air Care Today & Tomorrow
This paper was originally presented at the Household & Consumer Products
Association (HCPA) Annual Meeting.
Air Care has become an exciting and dynamic category in recent
years, driven by new product innovations and unique
fragrance offerings that address consumers’ evolving lifestyles.
Recently, Symrise explored the impact of consumer trends
on the market and gathered information on consumer preferences,
air care usage in the home, key themes in the marketplace and
what to expect for 2020 and beyond.
In the research study, we discovered that although many product
forms and innovations exist in the market today, the number one
driver for selecting an air care product is still fragrance (68%).
Accordingly, we examined air care trends through the lens of fragrance
evolution and preferences, as well as consumer expectations
for product functionality and added value.
Well & Good
Health and wellness lifestyle trends have a profound impact on
air care consumers’ behaviors and perceptions. Four out of five
consumers in the study said they want more natural ingredients in
air care products and 42% expressed interest in all-natural air care
innovations. These preferences are prevalent among key consumer
groups: parents and young adults—both of which are highly engaged
in the air care category and use five or more product forms.
In response to market demands, there has been a paradigm shift
towards product launches touting “free-from” or “less fragrance”
claims. Additionally, consumer desire for products that impact
mood (37%) has influenced the resurgence of aromatherapy and
essential oil callouts, along with ingredients that evoke natural
freshness and wholesomeness, such as tomato leaf or honey.
As this trend evolves in the marketplace, expect to see more
transparency, all-natural claims and sustainable packaging and
practices. Fragrance directions will further capitalize on consumers’
desires for a healthy lifestyle with authentic, natural-smelling
fragrances rising to the forefront. Don’t be surprised if you see
callouts of kale or even mushroom.
Exploriential
Consumers continue to prioritize experiences over possessions,
which means products that tap into discovery, memory and
customization remain important. Current marketplace offerings
capitalize on the longing for escape through destination themes or
nostalgic positioning; more than one-third of consumers are interested
in products that evoke memories and emotions from a certain
place or time. Furthermore, fragrance pushes the boundaries
with experiential scents and unexpected ingredient combinations.
Olfactive lines are blurred as masculine and feminine notes merge,
while ingredients traditionally perceived as seasonal become accepted
year-round (e.g. coconut and caramel). Consumers looking
for unique fragrance experiences may also gravitate towards boozy
notes, such as wine or bourbon, which have become widely accepted
in the marketplace and provide a sense of the forbidden.
As global travel and connectivity continue to influence lifestyle
trends, consumers will continue their pursuit to transcend borders
and journey across the world. Fragrances will be inspired by exotic
ingredients and undiscovered destinations, and will blend notes
evocative of different locations and cultures, such as pink pepper
and coffee. In addition, societal shifts will drive consumer acceptance
of next-level forbidden ingredients. Imagine cannabis, an
ingredient that is gaining ground in the food and beauty industries,
influencing your next air freshener scent!
32 Spray July 2018
LisA WALLiCk
senior Director
Fragrance Development
symrise
MADeLeine BLiss
senior Marketing
Manager
symrise
Consumer desires for authentic, natural-smelling fragrances may drive air care
trends that include kale and mushroom.