Air care products were yet again a hit among Americans, registering strong growth of 7% in current value in 2006. This strong growth is consistent with the boom experienced by the air care products in the second half of the review period, as new products were being rolled out.
Although candle air fresheners has been a strong growth area, it also faces significant competition from regular scented candles, which are seen by many consumers as both adequate and more aesthetically pleasing substitutes. An example of this sort of product is found in the various offerings of the Yankee Candle Company, which include a wide range of scented candles in pillar, glass, votive and other formats. Further blurring the distinction between air freshening candles and scented candles was the extension of the Yankee Candle, in 2003, into an electric scented oil format. Despite this encroachment on the traditional territory of Glade, Air Wick and Renuzit, Yankee Candle continues to make no odour-reduction claims and therefore remains excluded from Euromonitor International’s globally standardised market definitions.