December 2020 Spray 31
third of consumers using products more often for health benefits,
driving the popularity of aromatherapy claims in Air Care
product launches. Indeed, according to the Mintel Global New
Product Database, in 2017, 8% of Air Care launches featured
aromatherapy claims, up from 2% in 2016, as brands looked to
capitalize on self-care and wellness trends.
Ingredient concerns are still relevant in the Air Care space,
and among those who report using Air Care products less often
compared to the previous year, 37% say it is due to chemical
concerns while 21% are concerned about indoor air pollution.
Regardless of health or environmental concerns, only 6% of Air
Care users are using products less often, reiterating that rather
than forgo the use of Air Care products altogether, consumers
are instead using fewer products or turning to formats (or formulas)
perceived as being safer or healthier, or products featuring
“natural” claims.
If you can’t beat them, join them
Air Care brands will need to innovate around scent to boost
flat market sales and more effectively ward off competition from
within and outside of the crowded Air Care landscape. Some Air
Care brands are already leveraging consumer interest in fragrances
and ingredients trending in food, beauty and personal care
categories, expanding scent portfolios to capture the attention
of consumers willing to experiment with scents, yet still gravitate
toward what is familiar.
Food-focused scents, including coconut, honey, watermelon
and cocoa, garner the strongest interest as
adults recognize these ingredients in other categories
and may associate them with offering
similar functional and health benefits.
Watermelon, for instance, has already transitioned
from the sun and facial skin care space
into Air Care, extending the overall wellness
messaging the superfruit ingredient carries.
Twelve percent of Air
Care consumers express
interest in CBD and hemp
incorporated into Air Care,
parallel to the growing popularity
of these ingredients
across categories. Although
CBD has strong ties to
health, both ingredients
offer calming, earthy fragrance
notes that also support
“wellness” ambitions
and interests. For example,
CBD Live Natural Peace Room Spray claims
that it “refreshes the air, kills odors and offers
relaxation using downy lavender essential oil
along with hemp extract oil.”
Modern day needs
While aromatherapy Air Care has gained popularity thanks
to wellness trends and relaxation benefits, it will reach a point
of saturation. Traditional messages mainly revolve around
relaxation and create a cozy ambience, yet aromatherapy claims
are also slowly becoming bolder and more specific, creating
a stronger connection to sleep, digestive health, the immune
system and even pain relief. These claims are more in-line with
clinical aromatherapy practices, yet they are migrating into the
consumer Air Care space. As consumers become more cognizant
of various factors that accumulate to impact their overall
well-being, it will become critical for brands to focus on offering
unique benefits to stand out in an increasingly crowded space.
Cognitive health is another area gaining
significant attention, resonating with
younger adults that are proactively taking
measures to improve mental or brain
health or ward off future cognitive issues,
as well as older adults currently dealing
with cognitive issues like dementia. Over
the next few years, expect to see more
brands touting aromatherapy benefits
that address modern day needs, moving
from generic aromatherapy claims,
such as relaxation, to specific, medicinal
claims such as improving sleep, focus or
memory. For instance, Swedish brand
La:Bruket offers aromatherapy Air
Care that claims to “calm the mind and
prepare for a good night’s sleep…it contains
essential oil of
mandarin, lavender and cedarwood that has
calming, soothing and relaxing properties…
it effectively counteracts insomnia related
to stress.”
Aromatherapy is also poised to go beyond
the four walls of the home and into vehicles.
Aromatherapy Air Care that aligns with daily
commutes and work-life schedules can provide
enhanced control over changing mood
throughout the day to combat stress or boost
focus or energy. One such product is Earthwise
Naturals Highway Helper, a spray for
“those times when bumper-to-bumper traffic
or long drives on scenery devoid highways
cause monotony, drowsiness and irritability
(aka Road Rage).” The invigorating aromatic
oils of peppermint, cinnamon, lemongrass
and lemon are meant to help drivers stay
focused, alert and calm.
Unique, multisensory experiences
Niche brands in the Air Care category are beginning to explore
various tactics to reach younger shoppers and evolve the user
and shopping experiences, which have remained relatively
unchanged for years. The entrance of “smart” air fresheners and
ultrasonic diffusers has allowed Air Care to become more visual
and tap multiple senses, incorporating light and sound to create
unique and fully-immersive experiences. Consumers are seeking
more personalized experiences that uniquely fit their preferences
and technology allows brands to deliver on this want.
The flood of “smart” and automated home solutions creates
opportunities for brands to deliver on consumer’s desire
for customized and controlled scent diffusion. Brands could
also leverage the connected home and voice control trend to
help modern consumers better manage health and wellness.
Fragrances for calming, energizing, deodorizing or sleep could
be released at strategic times or with a simple voice command.
This will usher Air Care into the next decade and ensure its
survival as it becomes fully integrated into U.S. homes and
lifestyles. Spray