Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Value sales gain momentum
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- Figure 1: Best- and worst-case forecast of UK retail value sales of air care products, 2013-23
- Companies and brands
- Category NPD continues to rise
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- Figure 2: New product development in the air care products category, by sub-category, January 2015-May 2018
- Yankee Candle goes from strength to strength in non-electric
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- Figure 3: Brand shares in UK value sales of continuous non-electric air fresheners*, year to May 2018
- Brands struggle in continuous electric
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- Figure 4: Brand shares in UK value sales of continuous electric air fresheners, year to May 2018
- Air Wick flourishes in manual air fresheners
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- Figure 5: Brand shares in UK value sales of manual air fresheners, year to May 2018
- The consumer
- Penetration of air care products rises
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- Figure 6: Usage of air care products in the last 12 months, March 2017 and May 2018
- A functional category
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- Figure 7: Reasons for using air care products, May 2018
- A need to wind down
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- Figure 8: Mood-enhancing effects looked for in air care products, May 2018
- High potential for experimentation, but challenges remain
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- Figure 9: Behaviours around buying air care products, May 2018
- Two in five more concerned about indoor pollution
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- Figure 10: Changes in usage of air care products in the last 12 months, May 2018
- 63% want greater transparency
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- Figure 11: Attitudes towards air care products, May 2018
- What we think
Issues and Insights
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- Learning from Yankee Candle
- The facts
- The implications
- Increasing the health profile of air care
- The facts
- The implications
The Market – What You Need to Know
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- Value sales gain momentum
- Car air fresheners see a boost
- Grocery multiples a ‘go to’ for buyers
- Number of households continues to rise
- Parental concerns over household chemicals
Market Size and Forecast
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- Value sales gain momentum
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- Figure 12: UK retail value sales and forecast of air care products, at current and constant prices, 2013-23
- Steady growth expected to 2023
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- Figure 13: Best- and worst-case forecast of UK retail value sales of air care products, 2013-23
- Forecast methodology
Market Segmentation
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- Continuous non-electric fresheners continue to steal the show
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- Figure 14: UK retail value sales of air care products, by segment, 2016-18 (est)
- Car air fresheners see a boost
Channels to Market
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- Grocery multiples continue to take lion’s share of value sales
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- Figure 15: UK retail value sales of air care products, by outlet type, 2016-18 (est)
Market Drivers
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- Number of households continues to rise
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- Figure 16: UK households, by size, 2012-22
- Financial confidence improves
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- Figure 17: Trends in how respondents would describe their current financial situation, February 2010-May 2018
- Figure 18: Trends in consumer sentiment for the coming year, February 2010-May 2018
- Experience of stress almost universal
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- Figure 19: Causes of stress over last 12 months, February 2018
- Parental concerns over household chemicals
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- Figure 20: Behaviours around children’s health, November 2017
- UK taken to court over air pollution levels
Companies and Brands – What You Need to Know
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- Yankee Candle goes from strength to strength in non-electric
- Category NPD continues to rise
- A growing focus on the environment
- Fruity scents dominate in 2017
- Advertising spend falls against NPD
Market Share
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- Yankee Candle goes from strength to strength in non-electric…
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- Figure 21: Brand shares in value sales of continuous non-electric air fresheners*, years ending May 2017 and 2018
- …and its emotional focus has helped build differentiation
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- Figure 22: Yankee Candle personalised candles, June 2018
- Brands struggle in continuous electric
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- Figure 23: Brand shares in value sales of continuous electric air fresheners, years ending May 2017 and 2018
- Air Wick flourishes in manual air fresheners
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- Figure 24: Brand shares in value sales of manual air fresheners, years ending May 2017 and 2018
Launch Activity and Innovation
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- Category NPD continues to rise
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- Figure 25: New product development in the air care products category, by sub-category, January 2015-May 2018
- Brands are capitalising on the growing use of candles
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- Figure 26: Examples of NPD in the candles sub-category, 2017
- True innovation still running high
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- Figure 27: New product development in the air care products category, by launch type, January 2015-May 2018
- Figure 28: Febreze Unstoppables air care line (Procter & Gamble), 2017-18
- Own-label gains NPD share
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- Figure 29: New product development in the air care products category, own-label vs branded, January 2015-May 2018
- A growing range of own-label no-added-water products…
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- Figure 30: Examples of own-label ‘no wet spray’ aerosol launches in the air care products category, 2017-18
- …and a shift from the household care aisle to home décor section
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- Figure 31: Examples of decorative air care launches from own-labels, 2017-18
- Newell Brands dominates NPD with Yankee Candle
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- Figure 32: New product development in the air care products category, by top ultimate companies and other, 2017
- Figure 33: Examples of NPD under the Yankee Candle brand (Newell Brands), 2017
- A growing focus on the environment
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- Figure 34: Leading claims in the air care products category, based on top claims for 2017, 2016 and 2017
- Figure 35: Examples of air care products with an environmental positioning, 2017-18
- Botanical/herbal claims decline
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- Figure 36: Air Wick Essential Mist Kit, June 2018
- Fruity scents dominate in 2017
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- Figure 37: Leading fragrances in the air care products category, based on top fragrance component groups for 2017, 2016 and 2017
- Figure 38: Examples of air care NPD featuring fig or pomegranate scents, 2017
- Bringing the outdoors indoors
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- Figure 39: Examples of air care NPD featuring outdoor scents, 2017
- ‘Tis the season for air care
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- Figure 40: Examples of air care NPD featuring holiday/seasonal scents, 2017
Advertising and Marketing Activity
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- Advertising spend falls against NPD
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- Figure 41: Total above-the-line, online display and direct mail advertising expenditure on air care products, January 2015-May 2018
- A broader shift in marketing strategy among the CGP giants
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- Figure 42: Total above-the-line, online display and direct mail advertising expenditure on air care products, by leading advertisers in 2017, January 2016-May 2018
- TV accounts for vast majority of adspend
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- Figure 43: Total above-the-line, online display and direct mail advertising expenditure on air care products, by media type, January 2015-May 2018
- Q4 commands elevated adspend
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- Figure 44: Total above-the-line, online display and direct mail advertising expenditure on air care products, by quarter, January 2015-May 2018
- Figure 45: Yankee Candle Christmas TV commercial, November 2017
- Nielsen Ad Intel coverage
The Consumer – What You Need to Know
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- Penetration of air care products rises
- A functional category
- High potential for experimentation, but challenges remain
- Two in five more concerned about indoor pollution
- 63% want greater transparency
- Personalisation could provide NPD opportunities in the category
Usage of Air Care Products
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- Penetration of air care products rises…
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- Figure 46: Usage of air care products in the last 12 months, March 2017 and May 2018
- …in particular car air fresheners
- Air care repertoire broadens
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- Figure 47: Repertoire of air care products used in the last 12 months, March 2017 and May 2018
Reasons for Using Air Care Products
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- A functional category
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- Figure 48: Reasons for using air care products, May 2018
- A need to wind down
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- Figure 49: Mood-enhancing effects looked for in air care products, May 2018
Behaviours around Buying Air Care Products
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- High potential for experimentation…
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- Figure 50: Behaviours around buying air care products, May 2018
- ..but challenges remain
Changes in Usage Behaviour
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- Two in five concerned about indoor pollution
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- Figure 51: Changes in usage of air care products in the last 12 months, May 2018
- Scented gifting
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- Figure 52: Yankee Candle personalised candle offer, June 2018
Attitudes towards Air Care Products
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- 63% want greater transparency
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- Figure 53: Attitudes towards air care products, May 2018
- Personalisation could provide NPD opportunities in the category
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
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