The UK air care market is worth over £620 million (Mintel), and globally it’s set to grow by more than 7% by 2034 (Fortune Business Insights). What has changed is not only how much people buy but why they buy it. Fragrance in the home is now tied to wellbeing, and consumers are getting more particular about what’s inside the bottle, not just what it smells like.
At HARKE UK & Ireland, we work across the whole category. Here’s what’s trending and the ingredients we’d recommend.
Candles: the fragrance trends to watch
Carrubba’s trends fragrance research points to three directions making up 70% of the market: citrus and fresh herbs, warm woods and spices, and floral and fruity blends. There’s a seasonal split too, bright citrus and florals in spring and summer, warm spice and smoky woods come autumn and winter.
Spotlight Ingredient:
- Rhodiasolv® AIR L UP by Syensqo — used at around 8% as a fragrance compatibiliser in paraffin and soy wax blends. It prevents exudation, a common issue with heavier fragrance oils, and holds stability for over a year.
Reed diffusers: fragrance that lasts
Diffusers are one of the fastest growing formats, valued for low maintenance and fragrances that suit mood and style. It needs a steady background scent that has to hold up for months, not just on first use.
Spotlight Ingredient:
Rhodiasolv® AIR L UP — used as the primary carrier at around 80%, it delivers consistent scent with no residue as it ages, and stability beyond a year. It’s upcycled with up to 75% lower CO2 footprint than petro-derived alternatives, carries no hazard classification under UK and EU GHS, and is REACH registered, biodegradable and palm oil free.
Sprays and air mists: neutralising, not masking
Sprays are still the biggest single format, the go-to after cooking or before guests arrive. But consumers are increasingly sceptical of products that just cover up a bad smell, and want sprays that genuinely neutralise odour rather than mask it.
Spotlight Ingredients:
- Flexisorb™ OD120ZnR – a zinc ricinoleate based odour neutraliser from Innovative Chemical Technologies (ICT), for brands wanting to back a neutralising claim. Unlike cyclodextrin, which dries and stays dry, leaving sticky residues that attract dirt, zinc ricinoleate locks malodour molecules in place, then reactivates when it gets wet again, so it keeps working well beyond the first application.
- DeoPlex® Clear by Carrubba – a functional deodorising ingredient that uses enzymes created by the fermentation of natural sugar cane. It is effective, natural, safe, and is sustainably plant-based. Its specialty is that it’s a water-soluble clear liquid, making DeoPlex® very versatile.
Plug-ins: convenience without compromise
Plug-in and electric diffusers are one of the fastest growing corners of air care, now making up more than half of all electric air freshener sales. Consumers want consistent fragrance without topping up or thinking about it, alongside expectations around indoor air quality and cleaner ingredient lists.
Spotlight Ingredient:
- Rhodiasolv® AIR L UP — its low odour, stability profile and lack of hazard classification make it a suitable carrier for liquid electric plug-ins. Specific plug-in formulation data is available on request from our technical team.
Ready to formulate?
Whether it’s a new candle range, reed diffuser, or an odour control spray, our technical team can help with formulation support and samples
Get in touch with the HARKE UK & Ireland team to find out more about any of our featured ingredients.
