Aromatherapy air fresheners see rapid growth as consumers prioritise wellness


About 79% of consumers value “natural” product attributes.

Consumers are increasingly choosing household products that support health and mental wellbeing, and air fresheners are no exception, GlobalData reported.

The report added that aromatherapy-based products are gaining popularity as shoppers seek natural, plant-based, and functional benefits.

A 2025 Q4 survey by GlobalData found 79% of consumers value “natural” product attributes, whilst 58% prioritise “plant-based” ones.

“Hectic lifestyles and growing wellness-focused consumption are primarily contributing to the shift towards functional claims in air fresheners,” Naveed Khan, consumer analyst at GlobalData.

She noted that essential oils and botanical extracts are being added for relaxation and therapeutic effects, beyond just masking odors.

Manufacturers are responding by introducing aromatic and functional compounds in their products.

In 2023, S.C. Johnson & Sons launched the aromatherapy plug-in scented oil Glade Choose Calm, featuring lavender and sandalwood and ceramic heating technology infused with essential oils.

In 2025, Neom Wellbeing introduced the Better Sleep Reed Diffuser with 14 essential oils, and Ripple+ released a Relax diffuser featuring wild berry, bergamot, and osmanthus.

Sustainability is also a priority. The survey found 74% of consumers seek eco-friendly or sustainable products. Brands are responding with greener packaging and responsibly sourced ingredients.

“The increasing aromatherapy revolution trend will provide manufacturers with various opportunities that will help them improve their market share,” said Khan. “They need to experiment with ingredient combinations and fragrance notes while procuring naturally derived extracts and oils to improve their offerings.”