Air Fresheners – know how


Air fresheners are consumer products used in homes, or commercial products used in restrooms, or typical HoReCa to use in Hotels that in standard emit fragrance or are used for odor elimination.


Air care market: home air fresheners + car air fresheners + professional air fresheners and odor neutralizers

Air care product is a category which accounts for 9.5 billion USD globally (2016): North America – 40%, Europe 31%, Asia Pacific 15%, Latin America 6%, Middle East 5% and Australia 3%.

There are many different formats of air care products. Electric air fresheners with 30% market share, now are fast growing because of increasing popularity of ultrasonic diffusers with some natural essential oils for this format. Sprays, including aerosol air fresheners 27% where we can observe growing importance of non-aerosol air fresheners and odor neutralizers. Car air fresheners with 16% share where especially new solid solutions launched. Gel air fresheners – 9%, stable product with very good perspective in Asia where Indian market is the most important for category. Candle air fresheners and wax melts – 7%, where wax melts products are very popular in North America and gaining popularity in Europe and Asia Pacific. Liquid air fresheners – 6%, the category with time-honored clients. Other category is about 5%.

In general trends we can find growing popularity of natural air fresheners where allergen reaction is reduced to minimum and VOC exempt. Good sample of that understanding can be Switzerland where import duty depends on VOC level.


Why people use air fresheners?

The most popular reason to use air fresheners is because users like the fragrance where smell is the most important factor with response of 51% of answers. Important reason to use air freshener is refreshing the air in room – 44% and to neutralize, eliminate bad smells and odors – 43%. Very important for air fresheners users is to create specific atmosphere 28% and to connect functionality of air freshener as a decorative item in house, where some natural solutions as natural scented flowers are the most popular solution with 27% response.

Among people who do not use air fresheners the most common reason is preference to open the window – 52%. Second important reason not to use air fresheners is because the fragrances are too strong – 31% and conviction that these products are not environmentally friendly – 23%. For 20% air fresheners are expensive. For 18% argues that air fresheners are not good for health. Only 5% as a reason points that the fragrance in general are too weak.


How to describe fragrance?

The perfume description of particular fragrance is usually presented with the help of FRAGRANCE TRIANGLE. It’s kind of pyramid.

TOP notes: the first impression, very light and fresh notes, they are first we can identify when smelling an air freshener or perfume.

HEART notes: that’s the core of every air freshener or perfume. It comes just after TOP notes and it’s the essence of aroma.

BASE notes: makes an air freshener or perfume full depth and richness. There are the base from where the flower can grow to HEART and TOP and become full of experience and carry the accord for whole air freshener.


If you can imagine natural ROSE with beautiful red flowers, full of beautiful scents – that you can describe as:

TOP notes: Green, Fruity, Aldehydic

HEART notes: Rose, Violet

BASE notes: Amber, Honey


Essential oils and the olfactory system

Fragrances and smells are around us all the time. How human brain perceives smells?

When fragrance enters trough nasal passage, travels until reaches the olfactory bulb. Via the olfactory bulb, the aroma is sent directly to the center of the brain, to the limbic system, where it is processed and releases heurochemicals that can be relaxing, stimulating, sedative, etc. – depending on the essential oil being used and some memories kept in mind. Fragrant stimuli get directly to the brain causing certain sensation. Depending on power of fragrance (how many molecule of fragrance in 1sqm) we can get phenomenon of fragrance perception in time:

  1. From 0 – human brain cannot perceive fragrance
  2. Unconscious perception – the best level for aroma marketing, when people do not sense nothing, but brain reaction are some emotions
  3. Can smell, but cannot recognize – it’s the level when brain can smell something but do not know what it is, cannot name it. As well very good level for all aroma marketing and air fresheners products because brain react with some emotions and cannot understand why
  4. Can recognize fragrance and can sensible react – that the amount of fragrance where all air fresheners and perfume are.
  5. Overdosing and pain when there is too much of fragrance for a long time dizziness and headache may occur. Please come back to reasons, why people do not use air fresheners!

In all phases at some point human brain may switch off – not to smell the fragrance any longer, to be ready for new one. It’s extremely important for our brain to be ready for reaction if  any danger situation come – for example some spoiled food. Second mechanism is an adaptation mechanism – when some fragrance or smell omnipresent we cannot smell it anymore after some period of time (from 2 minutes up to 2hours), once again it gives possibility to work normally to protect organism. Do you remember your favorite air freshener or perfume – after some period of time it has no smell!


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