Consumers are increasingly seeking wellbeing attributes in household products due to rising concerns about health and mental wellness. This trend is also evident in air fresheners, where consumers are looking for wellness and functional aspects. As a result, aromatherapy-based air fresheners are gaining immense popularity and transforming health-conscious offerings. This is substantiated by a 2025 Q4 survey†, which found that 79% of consumers regard “natural” attributes in products as either essential or nice to have when making a purchase, while 58% view the same for “plant-based” aspects, according to GlobalData, a leading intelligence and productivity platform.
Naveed Khan, Consumer Analyst at GlobalData, comments: “Hectic lifestyles and growing wellness-focused consumption are primarily contributing to the shift towards functional claims in air fresheners. Natural ingredients, such as essential oils used for relaxation, are being incorporated into aromatic air fresheners. In addition, functional ingredients—including botanical extracts and other plant-based components—are gaining popularity by offering a therapeutic experience beyond basic odor-masking fragrances. Consumers are also choosing natural and plant-based options in household products due to their healthier, more positive perception.”
Manufacturers are capitalizing on this trend by introducing aromatic compounds in air freshener products. For example, in 2023, S.C. Johnson & Sons launched an aromatherapy plug-in scented oil, “Choose Calm,” under its Glade brand in a lavender and sandalwood variant in the US. According to the company, the product is infused with essential oils and features ceramic heating technology.
Additionally, in June 2025, Neom Wellbeing launched the Better Sleep Reed Diffuser, made with 100% natural ingredients. The company claims that the product contains 14 types of essential oils and helps boost mood and relax the mind for better sleep. Similarly, in April 2025, Ripple+ launched a Relax variant of a reed diffuser. The company states that the product contains a wild berry aroma with a blend of bergamot and osmanthus, which promotes a relaxed mind.
Consumers are also increasingly concerned about the environmental impact of their purchases and are choosing products with eco-friendly attributes. This is corroborated by a GlobalData’s 2025 Q4 survey, which found that 74% of consumers find “sustainable/environmentally friendly” attributes in products as either essential or nice to have when making a purchase. Manufacturers are improving their sustainable offerings by investing in ecologically friendly packaging and sustainable sourcing of ingredients to attract consumers.
Khan concludes: “The increasing aromatherapy revolution trend will provide manufacturers with various opportunities that will help them improve their market share. They need to experiment with ingredient combinations and fragrance notes while procuring naturally derived extracts and oils to improve their offerings.”
†GlobalData 2025 Q4 global consumer survey was conducted with 22,613 respondents across 42 countries.
