AIR CARE Trend Watch Perfume your world - Sozio
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Trend Watch
∙ Perfume your world ∙
AIR CARE
August 2020
Air care consumers’ concern in ingredients
safety, awareness of transparency, and
sustainability is consistently growing
●
Men are now included in the target market for
air care; calling these “masculine” concepts
“unisex” can make everyone inclusive
●
Mental health & well-being meets positive
sentiments as verbiage or words can be
inspired by essential oil’s self-wellness benefits
•
TABLE OF CONTENTS
1 2 3
MARKET FRAGRANCE
OVERVIEW TRENDS COLLECTION
natural
category overview clean fragrance analysis
key brands coronavirus ingredients
facts and figures wellness fragrance collection
probiotics
unisex
MARKET
OVERVIEW
• Category Overview
• Key Brands
• Facts and Figures
-1-
MARKET OVERVIEW - category overview
Market Factors
Total US retail sales forecast of air care products, by segment, at current prices, 2014-24
➢ With a $6.7 bn estimate in 2019 sales (15%+), air care sales forecasts are
projected to be consistent and growing due to product innovation and
expanded product portfolios leading the way.
Source: Mintel AIRCARE, US- JANUARY 2020
-2-
MARKET OVERVIEW - key brands
Mass brands Premium brands
-3-
MARKET OVERVIEW - facts and figures
Market Share Leaders of Air Care
% by value, USA, 2018
SC Johnson & Son Inc ($831.8 m)
Others
19% SC Johnson & Son Inc
22% Procter & Gamble Company ($652.9 m)
Reckitt Benckiser Group ($517.5 m)
Newell Brands ($159.1 m)
Private label
14%
Henkel Group ($141.5 m)
Procter & Gamble
18%
Julius Samann Ltd ($116.8 m)
Energizer Holdings Inc Energizer Holdings Inc ($76.4 m)
Reckitt Benckiser Group
2% 14%
Julius Samann Ltd Private label ($527.5 m)
3%
Henkel Group Newell Brands
4% 4%
Others ($699.6 m)
Source: Mintel Market Sizes US, 2018
-4-
MARKET OVERVIEW - facts and figures
Top Companies For Air Care Product Launches
% by segment, USA, 2019
Voluspa
Reckitt Benckiser 3%
4%
TOP AIR CARE BRANDS
Procter & Gamble
4%
Bath and Body Works
White Barn
SC Johnson & Son Yankee Candle
11%
Glade
Newell Brands
4%
Airwick
Febreze
Voluspa
Limited Brands Chesapeake Bay
74%
Woodwick
Mrs. Meyers
Caldrea
Source: Mintel GNPD, 2020
-5-
MARKET OVERVIEW - facts and figures
Trendy Product Formats Market Share Sub-categories or Air Care
% of segment by value, USA, 2018
Slow
release
6%
Car
9%
Scented beeswax tablet
SOOHYANG
$820 m Aerosols
14%
Scented
$3 bn
Candles/
burners
51%
Plug in/
electric
20%
$1.2 bn
All natural air purifying bag
INVITAMIN
➢ CANDLES have consistently been the product-category leaders in the air care market launches
since 2017.
➢ Odor control remains a primary purchase driver like non-powered, slow release odor absorbers or
odor neutralizing aerosols.
➢ New/innovative formats are driving consumer interests.
Source: Mintel Market Sizes, US 2018
-6-
MARKET OVERVIEW - facts and figures
Top Categories For Air Care Product Launches
# by segment, USA, 2019
450
Aroma Happiness 400
Essential Oil Diffuser Sweet Honeycomb
AIRWICK YANKEE CANDLE CO.
382 new
350
products
300
250
Units
Aromachologie Home
Perfume Diffuser Cinnamon & Cedarwood
L'OCCITANE EVERSPRING
200
187 new
150 products
100
102 new
Gingham room spray
products Berry Pop
50 GLADE
BATH & BODY WORKS
0
Candles Non-Powered Air Powered Air Fresheners/
Fresheners Deodorisers
*POWERED- AIR FRESHENERS/ DEODORIZERS include wax warmers, electric diffusers etc.
*NON-POWERED- AIR FRESHENERS include slow release diffusers, car fresheners, room sprays. Source: Mintel GNPD, 2020
-7-MARKET OVERVIEW - facts and figures
Top Product Claims For Air Care New Products
% by segment, USA, 2019
65% Free from
1%
29%
of US consumers of US consumers pay
use air care products Functional attention to
2%
to eliminate bad Convenience
ingredient labels &
Ethical &
odors 15% environmental
think brands should
Source: Mintel AIRCARE, US
28% be more transparent
- JANUARY 2020
Source: Mintel THE FUTURE OF AIRCARE:2020
- February 2020
85% Positioning
28%
25%
of US consumers
of US consumers
think natural air care
use air care products
products are safer
for any motivation
Natural than mainstream
for wellness
29% options
Source: Mintel AIRCARE, US Source: Mintel AIRCARE, US
- JANUARY 2020 - JANUARY 2020
➢ As transparency has become an important consumer interest claims like biodegradable, sustainable
packaging, refillable, or toxin free follow the top claim category, ETHICAL/ ENVIRONMENTAL, which has
been consistently trending for the past several years.
➢ “Premium” or “seasonal” products are key drivers for POSITIONING claims.
➢ CONVENIENCE claims that are currently being used on products include “ease of use” or “on-the-go.”
➢ “Plant-derived” or “made with essential oils” are claims that we find under the NATURAL category.
Source: Mintel GNPD, 2020
-8-TRENDS
• coronavirus
• natural
• clean
• wellness
• probiotics
• unisex
- 9-TRENDS - coronavirus
COVID Air
32% Awareness of air pollution has commonly
grown while transitioning into growing
of US consumers use interest in anti-pollution skincare and air
air care products to care products.
improve air quality
Source: Mintel AIRCARE,
Other than social distancing and disinfecting
US- JANUARY 2020 practices, the global pandemic of
coronavirus is now bringing to the light the
potentency of pathogens that circulate in
airFrame
poorly conditioned indoor air.
42%
PURIPOT
• Coronavirus has become a well known
purchase driver for home air purifiers
of UK consumers
agree they are
• Innovative market players are creating
worried about the
devices that clean the air of allergens
levels of air pollution
and toxins but also create a pleasant
they are exposed to
ambiance with fragrance
Source: Mintel Managing a Healthy
Lifestyle – UK, January 2020
• Brands must take into consideration the
Air lean Capsule general public breathing in the air hence
ANTITOX (South Korea)
using restrictive regulations and safer
74%
ingredients
• As more new information emerges,
of Finnish consumers experts predict that the global air purifier
are prepared to market will grow at a healthy rate of 9 to
make short-term 12% annually between now and 2023,
sacrifices for the which would have it valued at over $33
sake of their long- billion in three years time
term health
Air Purifier
Source: Mintel It’s In
FEBREZE
The Air COVID, 2020
Source: Mintel It’s In The Air COVID, 2020
- 10 -TRENDS - natural
Au Naturel
Consumers are more informed and more skeptical about 1. 2.
ingredients than ever before.
Many consumers will stay loyal to the “natural” claims on products
as a convenient way to narrow down the options of products that
are non-synthetic and made with naturally sourced ingredients.
1. Caribbean Sweetgrass & Sandalwood AIRWICK BOTANICA
- Responsibly sourced, inspired by nature
- Made without chemical propellants 4.
- Bottle made from 100% recycled plastic
2. Lavender & Bergamot EVERSPRING 3.
- 100% soy wax candle
- 100% natural fragrance
3. Lilac Scent room freshener MRS. MEYER’S
- Garden-inspired scents made with essential oils 5.
4. Cloud Berry//Pink Citron Before-you-go toilet spray POO-POURRI 6.
- No synthetic fragrance
5. Sea Salt Aromatherapy room and body mist ZUM MIST
- Made with essential oils
6. Sea Salt Neroli air and fabric freshener GROW FRAGRANCE
- Natural fragrance
- 100% plant based
Source: Mintel THE FUTURE OF AIRCARE: 2020, February 2020
- 11 -TRENDS - clean
Clean Labels
1. A new trend emerging is the clean label as consumers want to
2. purge their homes of unwanted chemicals and use a safer
alternative to mainstream products.
There is no official definition of “CLEAN” but we can define the
key values of this movement by SAFETY, SUSTAINABILITY and
TRANSPARENCY.
1. Bamboo FEBREZE ONE
3. - Discloses ingredients via smartlabel™
2. Siam Poppy KOBO CANDLE
- Made of domestically grown and environmentally sustainable soybeans
- Biodegradable and plantable box packaging - lined with flower seeds
- Repurpose glass jar once burned down
3. Stars & Spritz // Red, White & Poo POO-POURRI
- Never tested on animals
- Contains clean fragrance oils
- Free-from synthetic fragrance oils
4. Essence Machine SCENTAIR
4.
- Vegan & never tested on animals
- Fragrance collections derived from pure essential oils
Sozio has jumped ahead and has developed
its own CLEAN FRAGRANCE label. Ask for
our SOZIO CLEAN FRAGRANCE collection
available for home care, personal care and
candle
Source: Mintel THE FUTURE OF AIRCARE: 2020, February 2020
- 12 -TRENDS - wellness
Beneficial Ingredients vs. Inspirational Sentiments
Consumers are interested in adding the essence of benefits and wellness health to the air in their home.
78%
of air care users in
Spain would use
essential oils with
specific health
Unwind
Essential Mist Aroma
Revive
Brazilian Orange Guava
benefits Everything is Fine I AM CHILL
AIRWICK BATH AND BODY WORKS
Source: Mintel A YEAR OF INNOVATION IN
AIRCARE 2020- APRIL 2020
CHEZ GAGNE Lavender Vanilla
ECOS
59%
of US consumers
use air care
Calm Easy Learning products to Home is Where the Heart is Refresh
Lavender, Rose & Ho-Wood Room Spray
WILDWASH PRIMAVERA LIFE create a pleasant CHESAPEAKE BAY SEPHORA
atmosphere
Source: Mintel AIRCARE, US- JANUARY 2020
The wellness trend of aromatherapy remains
prevalent as air care brands continue to launch Common phrases or words can create a desired
new products for consumers looking for scents ambiance by naming the product with inspiration or
that may contain beneficial ingredients casting a desired mood for wellness by sentiments
or essential oils that trigger a mood
- 13 -TRENDS - probiotics
Air Care LIVE
The rising popularity of probiotics in other sectors, such as food
1. 2. 3. and drink and BPC, has led to a new perspective of bacteria and
its health benefits, creating greater acceptance in the household
category.
Reintroducing good microorganisms into the home has been
shown to strengthen immune systems, reduce allergens and
destroy odors, providing air care brands with a stronger health
and wellness stance.
1. Friendly Odor Remover EVAA+
- Microorganisms prevent pathogenic bacteria growth
2. Lavender air & fabric freshener COUNTER CULTURE
- Probiotic cleaning tonic
3. Enviro boost spray BETTERAIR
- Natural probiotic environmental sanitizing
4% 56%
of US consumers value of US consumers
probiotic ingredients express their interest
the most when in trying anti-pollution
choosing air care air care products
products
Source: Mintel AIRCARE, Source: Mintel AIRCARE,
US- JANUARY 2020 US- JANUARY 2019
@countercultureclean social media marketing on Instagram
Source: Mintel THE FUTURE OF AIRCARE: 2020, February 2020
- 14 -TRENDS - unisex
Masculine Inclusivity Meets Unisex
1. 2.
Social norms have evolved to adopting an individualized meaning
of gender which has created a cultural movement that has been
coined by marketers as gender fluidity.
Using more neutral colors, packaging and ingredients, and
borrowing masculine “codes”, brands are turning into a gender-
neutral positioning.
Air care launches have been more ingredient driven and
fine fragrance inspired.
4.
3.
1. Wood Ash BAXTER OF CALIFORNIA
2. Ocean // Wood // Forest FEBREZE AIR
3. Noir BATH AND BODY WORKS
4. Sultry Spiced Rhythm GLADE
6.
5. Oak Moss & Vetiver OAK ROOM
5.
6. Cedarwood & Geranium GOODFELLOW & CO.
- 15 -FRAGRANCE
• fragrance analysis
• ingredients
• fragrance collection
➢ Sentimental Ingredients
➢ They, Them, Their Air
➢ Clean Fragrance
- 16 -FRAGRANCE - fragrance analysis
Fragrance Groups of New Air Care Products
% by segment, USA, 2019
Fantasy
10%
Aromatic Spring Day Lily
Fresh 23% BATH & BODY WORKS
Ocean 9%
FEBREZE AIR
Afternoon Escape
YANKEE CANDLE CO
Gourmand Bamboo Bliss Song
22% GLADE
Floral
21%
Sheer Vanilla Embrace
GLADE
Fruity
15%
Fresh Pineapple
Citrus & Basil
& Tunisian Rosemary
EVERSPRING
AIRWICK BOTANICA
➢ Olfactive profiles remain consistent in new air care product launches.
➢ Fantasy fragrances can be classified by other olfactive families after smelling but instead of
calling out an ingredient they offer a more experiential product and describes the scent by
conceptual words or themes like “Sweater Weather” or “Coastal Dream”.
Source: Mintel GNPD, 2020
- 17 -FRAGRANCE - ingredients
Top Ingredient Interests in Air Care Scents
# of products by segment, USA, 2019
Breeze
Fall/Autumn
White
Mint
Sweet
Orange Fantasy
Lemon
Beach
Fragrance
Blue Aromatic
Linen
Eucalyptus
Gourmand
Spice/Spicy
Citrus
Coconut Fruity
Cinnamon
Vanilla
Apple Fresh
Fresh/Freshness
Pumpkin
Lavender Floral
0 10 20 30 40
Units
➢ Some ingredients like eucalyptus or lavender are known to be beneficial and trendy in overall
health and wellness.
➢ Ingredients like coconut or mint are inspired by beauty or personal care products.
➢ Seasonal/fantasy ingredients include scents like the classic autumn pumpkin, a summer breeze,
carrot cake scent around Easter or holiday scents around winter.
Source: Mintel GNPD, 2020
- 18 -AROMATIC
WOODY
FRESH
FRAGRANCE - Sozio analysis
ORIENTAL
- 19 -
FLORAL
CITRUS
FRUITYSentimental
Ingredients
Wellness | Natural | Inspiration
Made with essential oils
Unwind
SEPHORA
Hooray It’s Your Day I AM BOLD
Vanilla Almond Honeydew
CHESAPEAKE BAY ECOS
- 20 -FRAGRANCE - fragrance collection - Sentimental Ingredients
* Bergamot, Lemon, Cardamom, Sage, Nutmeg, Guaiacwood
* Lavender, Rosemary, Eucalyptus, Lemon
* Mandarin, Orange, Lemon
SZUSM000761 SZUSM000762 SZUSM000763
Calm & Cozy Nights Tropic Like it’s Hot New Day, Rise & Shine
Warm Linen & Lavender Banana Blossom Passion Bergamot White Tea
Aromatic // Fresh Fruity // Floral Citrus // Aromatic
Top: Fresh Aldehydes, Top: Mandarin, Tropical Top: Bergamot, Lemon Zest,
Lemon, Apple, Leafy Greens Passionfruit, Mango White Tea, Herbal
Middle: Lavender, Rose, Middle: White Floral, Middle: Sage, Basil, Nutmeg,
* Essential oil call outs
Neroli, Jasmine, Magnolia, Lily Coconut, Green Leaves Cardamom, Rose, Jasmine. Violet
Base: Woody, Musks Base: Woody, Amber, Base: Smoky Woods,
Vanilla Sugar, Musks Oakmoss, Amber, Musks
Alternate Name Alternate Name Alternate Name
Eucalptyus & Bergamot Mandarin Passionfruit Herbal Tea & Lemon
- 21 -They, Them, Their
Air
Genderless | Neutrality | Inclusivity
City Lights
YANKEE CANDLE CO.
Ocean Teakwood
BATH AND & Tobacco
BODY WORKS P.F. CANDLE CO.
- 22 -FRAGRANCE - fragrance collection - They, Them, Their Air
SZUSM000764 SZUSM000765 SZUSM000766
Peppercorn Woods Balsam Fir Forest Sea Salt Ocean
Woody // Spicy Aromatic // Green Fresh // Marine
Top: Lemon, Bergamot, Top: Apple, Fir Needles, Top: Green Apple, Citrus Zest,
Black Pepper Orange, Aromatic Watery Greens, Sea Salt
Middle: Vetiver, Cedar Leaf, Middle: Rose, Violet, Middle: Lavender, Waterlily,
Lavender, Cypriol, Clove Jasmine, Lilac, Fresh Greens Jasmine, Rose, Cyclamen, Lilac
Base: Patchouli, Incense, Base: Cedarwood, Base: Driftwood,
Vanilla, Amber, Musks Vanilla, Amber, Musks Oakmoss, Musks
Alternate Name Alternate Name Alternate Name
Vetiver & Cedarwood Green Pine & Cypress Oceanside Mist
- 23 -Clean
Fragrance
Safe | Sustainable | Transparent
Citrus Cedar
GROW FRAGRANCE
Ask for our SOZIO CLEAN
FRAGRANCE collection
available for home care, Lavender
Orchid & Bergamot
personal care and candle FEBREZE ONE EVERSPRING
- 24 -FRAGRANCE - fragrance collection - Clean Fragrance
SZUSM000285 SZUSM000282 SZUSM000280
Blue Spa Summer Melon Country Fields
Fresh // Woody Fruity // Green Aromatic // Floral
Top: Pear, Aquatic, Top: Watermelon, Top: Fruity
Cucumber Peach
Middle: Apple Blossom,
Middle: Floral, Middle: Jasmine, Lavender
Rose Water Lily, Fresh Petals
Base: Dewy Greens
Base: Driftwood, Base: Sweet Stems,
Sandalwood, Amber Foliage
Alternate Name Alternate Name Alternate Name
Coastal Escape Jasmin Petals & Honeydew Wild Flower Meadow
- 25 -Fragrance Collection
Collection Sozio Code Name Olfactive Family
SZUSM000761 Calm & Cozy Nights Aromatic // Fresh
Sentimental
SZUSM000762 Tropic Like it’s Hot Fruity // Floral
Ingredients
SZUSM000763 New Day, Rise & Shine Citrus // Aromatic
SZUSM000764 Peppercorn Woods Woody // Spicy
They, Them,
Their SZUSM000765 Balsam Fir Forest Aromatic // Green
Air
SZUSM000766 Sea Salt Ocean Fresh // Marine
SZUSM000285 Blue Spa Fresh // Woody
Clean
SZUSM000282 Summer Melon Fruity // Green
Fragrance
SZUSM000280 Country Fields Aromatic // Floral
- 26-∙ Perfume your world ∙
Europe, Africa
and Middle East
Sozio SAS
6, Rue Barbès - CS80050
92532 Levallois-Paris cedex - France
Phone: +33 (0) 1 81 93 00 60
Fax: + 33 (0) 1 81 93 00 98
Latin & North America
Sozio Inc
51 Ethel Road West
Piscataway, NJ 08854 USA
Phone: (+1) 732 572 5600
Fax: (+1) 732 572 0944
Asia
J&E Sozio Asia Ltd
Unit C6, 15/F, TML Tower
No,3 Hoi Shing Road - Tsuen Wan, N,T, Hong Kong
Phone: (852) 2111 0842
Fax: (852) 2111 0942
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