Middle East & Africa Air Freshener Market Outlook, 2028

Air fresheners release fragrance into the air of interior spaces as droplets that evaporate. Air fresheners are intended to add aroma to the air or mask odours in order to create a pleasant indoor environment. Despite their good intentions, air fresheners can emit and generate a variety of potentially hazardous air pollutants that can degrade air quality. The Middle East and Africa air freshener market is expanding, and products such as sprays, candles, plug-ins, and others are available. The region's demand for air fresheners is primarily driven by factors such as increasing urbanisation, rising disposable incomes, changing consumer preferences, and rising hygiene and cleanliness awareness. In the Middle East and Africa, there is a growing demand for premium and natural air fresheners. Customers want products that are not only effective at eliminating odours, but also environmentally friendly and safe to use around their families and pets. The COVID-19 pandemic has also aided the growth of the Middle East and Africa air freshener market. People are spending more time indoors, so there is a greater demand for products that help keep the air clean and fresh.

According to the research report, Middle East and Africa Air Freshener Market Outlook, 2028, the market is anticipated to reach USD 1.65 Billion by 2028. Air pollution is a major problem in some parts of the Middle East and Africa. Air fresheners can help purify and refresh indoor air, which is becoming more important to the market as it grows. Furthermore, hospitality is highly valued in many Middle Eastern and African cultures, and having a pleasant-smelling home or business is considered important for welcoming guests. As a result, air fresheners are in high demand in these areas. Moreover, with rising incomes in the region, consumers are becoming more interested in improving their quality of life and creating a comfortable and pleasant living environment, resulting in an increase in demand for air fresheners.

In the Middle East and Africa, the market is divided into spray or aerosol air fresheners, gel air fresheners, electric air fresheners, candle air fresheners, and others. Spray and aerosol air fresheners dominate the market with more than 65% market share in 2022, owing to the fact that they are frequently less expensive than other types of air fresheners, making them an appealing option for budget-conscious consumers. Gel Air Freshener has the highest CAGR during the forecasted period due to an increase in the use of this product in automobiles. The demand for gel air fresheners is being driven by the Middle East and Africa. Based on application type, the market is divided into residential, commercial, automotive, and other segments. Residential application of air fresheners has increased in the Middle East and Africa market. As cities in the Middle East and Africa expand, more people are moving into apartments and other high-density housing units. As a result, there is a greater demand for air fresheners in residential settings as people seek to create a more pleasant indoor environment. Automotive application of air fresheners is seeing the highest CAGR in the Middle East and Africa market. Due to rising incomes in the region, consumers are increasingly interested in improving their quality of life, including the environment inside their cars. This has led to an increased demand for automotive air fresheners.

Based on distribution channel, the market is divided into supermarkets, hypermarkets, convenience stores, online markets, and others. Supermarket and hypermarket distribution channels are leading in the Middle East and Africa. Supermarkets and hypermarkets are widely available in the region, making them convenient for customers. They provide a wide variety of air freshener products from various brands at various price points, allowing customers to select the product that best meets their needs and budget. The Middle East and Africa have seen a significant increase in internet penetration over the last decade. With more people having access to the internet than ever before, online distribution channels have the highest CAGR in the Middle East and Africa air freshener market. This has resulted in an increase in online purchases of air fresheners and other household products.

Furthermore, the Middle East & Africa air freshener market is segmented into various major countries, such as the United Arab Emirates, Saudi Arabia, and South Africa. Due to its high per capita income, Saudi Arabia leads the Middle East and Africa air freshener market, and consumers are willing to spend money on quality air fresheners to improve the indoor air quality of their homes. Saudi Arabia's urbanisation rate is high, and more people are living in smaller living spaces, such as apartments and condos. As a result, there is a higher demand for air fresheners to combat unpleasant odours in these enclosed spaces. The Saudi Arabian Standards, Metrology, and Quality Organization (SASO) has established legal guidelines for the use of air fresheners in the country, including concentration limits for specific compounds. This is in line with the country's goals of promoting consumer safety and environmental protection. It is important to note, however, that the use of certain air fresheners may be restricted or prohibited in Saudi Arabia if they contain harmful chemicals or are not in compliance with local regulations. Furthermore, natural or organic air fresheners, such as essential oils or natural scent diffusers, are preferred by many Saudi consumers because they are perceived to be healthier and safer for their families and the environment.

In the Middle East and Africa, there are several popular air freshener brands. However, here are some of the popular air freshener brands in the region:

• Air Wick: Air Wick, a brand of Reckitt Benckiser Group PLC, is a popular air freshener brand in the Middle East and Africa, known for its wide range of fragrances and products.
• Glade: Glade, a brand of SC Johnson & Son Inc, is another popular air freshener brand in the Middle East and Africa. It is known for its innovative product designs and long-lasting fragrance options.
• Febreze: Febreze, a brand of Procter & Gamble Co, is also popular in the Middle East and Africa for its odor-eliminating properties and a variety of fragrance options.
• Bref: Bref, a brand of Henkel AG & Co. KGaA, is a popular air freshener brand in the region, known for its bathroom and toilet cleaning products, which often come with air freshener properties.
• Axe: Axe, a brand of Unilever PLC, is popular in the Middle East and Africa for its unique and masculine fragrances and products designed specifically for men.

There are several startups in the air freshener market in the Middle East and Africa. Here are a few examples:

• CAFU: CAFU is a startup based in Dubai that offers on-demand car refueling services. The company has recently launched a new product called CAFU Fresh, an air freshener that can be ordered and delivered along with their fuel delivery service.
• Air Aroma: Air Aroma is a startup based in Dubai that provides scent marketing solutions to businesses. The company offers a range of air freshener products and scent diffusers to create a unique and memorable fragrance experience in commercial spaces.
• Fragrance Hub: Fragrance Hub is a startup based in Kenya that produces and distributes air freshener products under the brand name Fresh & Fresh. The company offers a range of products, including room sprays, car fresheners, and aroma oils, catering to the needs of consumers in East Africa.
• Scentitude: Scentitude is a startup based in Nigeria that produces air fresheners, fragrance oils, and other scent products. The company offers a range of unique fragrance blends inspired by African scents and flavors, catering to the local market's needs and preferences.
• Africology: Africology is a startup based in South Africa that produces a range of natural and organic air freshener products. The company's products are made using locally sourced ingredients and eco-friendly packaging, catering to the growing demand for sustainable and eco-friendly products in the region.

Major Companies present in the market:

Procter & Gamble Company, S. C. Johnson & Son, Inc., Reckitt Benckiser Group PLC, Henkel AG & Co. KGaA, Newell Brands, Inc., Amway Corp., Little tree, ScentAir Technologies, LLC, Godrej Household Products Ltd., Aromate Industries Co. Ltd., Dabur and Balev Ltd.

Considered in this report

• Geography: Middle East And Africa
• Historic year: 2017
• Base year: 2022
• Estimated year: 2023
• Forecast year: 2028

Aspects covered in this report

• Middle East And Africa Air Freshener market with its value and forecast along with its segments
• Region-wise Air Freshener market analysis
• Various drivers and challenges
• On-going trends and developments
• Top profiled companies
• Strategic recommendation

Countries covered in the report:

• United Arab Emirates
• Saudi Arabia
• South Africa

By Application Type:

• Residential
• Commercial
• Automotive
• Others

By Product Type:

• Sprays/Aerosols
• Gel Air freshener
• Electric Air freshener
• Candle Air freshener
• Others (AC Vent, Block, Evaporative Diffusers, Ultrasonic Diffusers, Aroma Beads, Potpourri, Incense, etc.)

By Distribution Chanel:

• Supermarkets/Hypermarkets
• Convenience Stores
• Online markets
• Others (Pharmacies, Speciality Stores and B2B)

The approach of the report:

This report consists of a combined approach of primary as well as secondary research. Initially, secondary research was used to get an understanding of the market and listing out the companies that are present in the market. The secondary research consists of third party sources such as press releases, annual report of companies, analysing the government generated reports and databases. After gathering the data from secondary sources primary research was conducted by making telephonic interviews with the leading players about how the market is functioning and then conducted trade calls with dealers and distributors of the market. Post this we have started doing primary calls to consumers by equally segmenting consumers in regional aspects, tier aspects, age group, and gender. Once we have primary data with us we have started verifying the details obtained from secondary sources.

Intended audience

This report can be useful to industry consultants, manufacturers, suppliers, associations & organizations related to Air Freshener industry, government bodies and other stakeholders to align their market-centric strategies. In addition to marketing & presentations, it will also increase competitive knowledge about the industry.