Air Care, A More Personal And Sophisticated Market

The use of air fresheners and other air care products is expanding as the market becomes more personal and sophisticated. Consumers have become increasingly aware that fragrances have an impact on their mood and they are demanding air fragrance solutions to enhance their own well-being.

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Today we have the pleasure of being able to chat with Laura Marín, Marketing Specialist at Iberchem, to discuss the research on the key macro trends in Air Care that the department has unveiled for 2023/2024, and wellness, decoration, and sustainability are leading the market.

How do ambiance and aromas influence our moods?

According to a recent study by Mintel, 75% of all our everyday emotions are triggered by our sense of smell, while our mood improves by 40% when we are exposed to beneficial aromas. This means that smells condition our moods throughout much of our daily lives.

Room ambiance is key, as areas that are not scented correctly will be dominated by smells we have no control over, which can, in turn, have a negative effect on our mood. This is why research into moods when creating Air Care fragrances is particularly important.

In this regard, Iberchem has just launched Wavemotion, a neuroscientific research program, devoted to studying the role of emotions and smells in the creation of fragrances with scientifically-proven positive effects on well-being.

Why is the decor factor key in Air Care products?

We mustn’t forget about the importance of product design when talking about Air Care products. Air care products are increasingly becoming part of a sophisticated trend, and they have been growing in popularity as a decorative element in the home. So, it is no surprise to see that fashion brands are already developing their own collections.

Candles, mikados, diffusers…in all these items product design is becoming increasingly relevant. As the market becomes more and more sophisticated, these products are beginning to acquire new values, and there is a growing demand for them to connect more and more with ethical claims. The market is looking for products that respect the environment and health; “natural” is a must.

Prestigious brands such as Tom Dixon and Loewe have already decided to incorporate Air Care products with a distinctive, exclusive concept while working with sustainable materials that make it more of an appealing designer product for the consumer.

This trend establishes the use of natural, sustainable handcrafted materials that bring balance and harmony to the consumer through their design. Such materials include terracotta and marble, and ingredients such as waxes and natural and/or biodegradable fragrances, which are becoming increasingly popular.

Natural and sustainable, are these the claims that will continue over the next year?

Yes, that’s right, although there’s a significant distinction between natural and sustainable. A natural product is often considered to be environmentally friendly, but obtaining essential oils requires a large amount of raw material, which, in turn, can lead to over-exploitation of the soil. It’s important to educate the consumer about this.

There needs to be a balance between obtaining natural raw materials and the resources required to do so. For this reason, it’s preferable to favor sustainable options, which don’t necessarily have to come from natural sources. Some synthetic ingredients are just as health-friendly and more environmentally sustainable, in the global sense of the term than a natural ingredient.

The growing number of people that are more conscious about the repercussions of their actions means that more and more products are being sought to support their commitment. Upcycling, zero-waste, biodegradable, and high impact, are the new emerging trends that we are working on, in order to obtain new accreditations and developments that can guarantee a wide range of “green” fragrances for our customers, all bearing the Green Future seal of approval.

What new products are expected in the area of air care?

Among the trends we have identified this year, we have noted a strong presence of the “person factor”, as there is a growing awareness of the need to connect with oneself and the environment, both physically and emotionally. As a result, the most in-demand and anticipated products are related to this. 

In addition, we have identified that many Air Care consumers are not just looking for a product to provide a fresh ambiance in their home, but for a distinctive decorative item that can provide them with a sense of well-being, as well as reinforce their identity and being sustainable and in line with their values.

Increasingly, air freshener products are adapting and evolving to respond to consumers’ and companies’ environmental awareness. Candles, in particular, are an example of how air freshening products can be more sustainable and also design-oriented. Instead of using synthetic waxes that are harmful to the environment, companies are using vegetable waxes such as soy, coconut, rapeseed, and beeswax, as well as cotton or linen wicks which are more sustainable alternatives to the traditional lead wicks.

“We believe that addressing trends is an opportunity for many brands to stand out from their competitors and connect with today’s consumers, which is why our department’s job is to be a key support for our clients when it comes to making market choices,” Laura concludes

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