Table of Contents
Executive Summary
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- Market size
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- Figure 1: Best- and worst-case forecast of UK retail value sales of air fresheners, 2009-19
- 2014 sees upturn in air freshener sales
- Continuous electric still the biggest segment
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- Figure 2: Breakdown of UK retail value sales of air fresheners, % share by segment, 2014
- Market factors
- Growth in number of households
- Freshness a sign of a clean home
- Companies, brands and innovation
- Air Wick the leading brand in air care
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- Figure 3: Brand shares in the UK air fresheners market, by value, year to March 2014
- Bulk of launch activity in non-powered air fresheners and candles
- P&G the biggest advertiser of air fresheners
- The consumer
- Aerosols the most widely used product
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- Figure 4: Usage of leading types of air freshener in the past 12 months, July 2013 and April 2014
- Refills make regular contribution to air freshener sales
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- Figure 5: Frequency of replacement of refills/fragrances in air freshener units, by type of product, April 2014
- Scented candles appeal in a number of ways
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- Figure 6: Attitudes towards scented candles, April 2014
- Floral fragrances most appealing
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- Figure 7: Appeal of different scents for adding fragrance to the home, April 2014
- Three in 10 people prefer non-battery-operated air freshener units
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- Figure 8: Preferred product features for air freshener units, April 2014
- Longer-lasting scent wanted most for car air fresheners
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- Figure 9: Factors that would encourage use of car air fresheners, April 2014
- What we think
Issues and Insights
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- Increasing usage of air fresheners in particular rooms to help grow sales
- The facts
- The implications
- Appeal of scented candles and ways of driving further sales growth
- The facts
- The implications
- Encouraging more usage of powered products for continuous freshening
- The facts
- The implications
- Persuading a higher proportion of car drivers to use car air fresheners
- The facts
- The implications
Trend Application
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- Trend: Many Mes
- Trend: Mood to Order
- Trend: Prove It
Market Drivers
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- Key points
- Growth in number of households
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- Figure 10: UK households, by size, 2009-19
- Ageing population and more older children
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- Figure 11: Trends in the age structure of the UK population, 2009-19
- Attitudes towards home care
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- Figure 12: Attitudes towards home care, April 2014
- Bathrooms/toilets and air freshening
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- Figure 13: Number of toilets in home, August 2013
- Getting rid of pet odours
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- Figure 14: Pet ownership, July 2013
- Still room for growth in car air fresheners
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- Figure 15: Numbers of car sales and the UK car parc, 2009-13
Who’s Innovating?
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- Key points
- Non-powered products see the most activity
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- Figure 16: New product launches in the UK air care market, % by product type, 2010-14
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- Figure 17: Examples of branded product launches in the UK air care market, 2014
- Own-label the majority of 2013 launches
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- Figure 18: New product launches in the UK air care market, % share by own-label/branded, 2010-14
- Figure 19: Examples of own-label product launches in the UK air care market, 2013/14
- Figure 20: New product launches in the UK air care market, % share by company (based on top 10 companies and other in 2013), 2010-14
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- Figure 21: Examples of branded product launches in the UK air care market, 2013/14
- Environmentally friendly and odour-neutralising claims most prominent
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- Figure 22: New product launches in the UK air care market, % share by claim (based on top claims for 2013), 2010-14
- Figure 23: Examples of product launches in the UK air care market making odour-neutralising claims, 2013/14
- Fruity fragrances less prominent in early 2014
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- Figure 24: New product launches in the UK air care market, % share by fragrance component group (based on results for 2013), 2010-14
- Figure 25: Examples of product launches in the UK air care market with gourmet/edible fragrances, 2013/14
- Focus on new products and range extensions
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- Figure 26: New product launches in the UK air care market, % share by launch type, 2010-14
Market Size and Forecast
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- Key points
- Upturn in air freshener sales in early 2014
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- Figure 27: UK retail value sales and forecast of air fresheners, at current and constant prices, 2009-19
- The future
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- Figure 28: Best- and worst-case forecast of UK retail sales of air fresheners, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- Scented candles record the strongest growth
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- Figure 29: UK retail value sales of air fresheners, by segment, 2012-14
Market Share
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- Key points
- Air Wick leads total air care market
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- Figure 30: Brand shares in the UK air fresheners market, by value, 2012/13 and 2013/14
- Ambi Pur gains market share in plug-ins
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- Figure 31: Brand shares in continuous electric air fresheners, by value, 2012/13 and 2013/14
- Air Wick has big lead in non-electric
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- Figure 32: Brand shares in continuous non-electric air fresheners, by value, 2012/13 and 2013/14
- Glade faces increased competition
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- Figure 33: Brand shares in scented candles, by value, 2012/13 and 2013/14
- Febreze strengthens lead in aerosols
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- Figure 34: Brand shares in aerosol air fresheners, by value, 2012/13 and 2013/14
Companies and Products
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- Procter & Gamble
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- Figure 35: Examples of new product launches by Procter & Gamble in the air fresheners market, August 2013-May 2014
- Reckitt Benckiser
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- Figure 36: Examples of new product launches by Reckitt Benckiser in the air fresheners market, August 2013-May 2014
- SC Johnson
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- Figure 37: Examples of new product launches by SC Johnson in the air fresheners market, August 2013-May 2014
- Other companies
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- Figure 38: Selected other companies in the UK air care market, by brand and product categories, July 2014
Brand Research
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- Brand map
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- Figure 39: Attitudes towards and usage of brands in the air care sector, May 2014
- Correspondence analysis
- Brand attitudes
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- Figure 40: Attitudes, by air care brand, May 2014
- Brand personality
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- Figure 41: Air care brand personality – macro image, May 2014
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- Figure 42: Air care brand personality – micro image, May 2014
- Brand experience
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- Figure 43: Air care brand usage, May 2014
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- Figure 44: Satisfaction with various air care brands, May 2014
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- Figure 45: Consideration of air care brands, May 2014
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- Figure 46: Consumer perceptions of current air care brand performance, May 2014
- Brand recommendation
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- Figure 47: Likely recommendation of selected air care brands, May 2014
Brand Communication and Promotion
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- Key points
- Growth in advertising of air fresheners
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- Figure 48: Main media advertising expenditure on air fresheners/fragrances, 2010-14
- Big three dominate air care advertising
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- Figure 49: Main media advertising expenditure on air fresheners/fragrances, by advertiser, 2010-14
- Febreze and Ambi Pur the biggest campaigns
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- Figure 50: Main media advertising expenditure on air fresheners/fragrances, by top 10 brands, 2013
- TV advertising dominates
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- Figure 51: Main media advertising expenditure on air fresheners/fragrances, by media type, 2010-14
Channels to Market
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- Key points
- Grocery multiples dominate sales
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- Figure 52: UK retail value sales of air fresheners, by outlet type, 2012-14
- Non-food discount stores grow in numbers
The Consumer – Usage of Air Fresheners
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- Key points
- Sprays/aerosols most widely used type of air freshener
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- Figure 53: Usage of different types of air freshener in the past 12 months, July 2013 and April 2014
- Scented candles have strong appeal
- Room to grow penetration of plug-ins
- Six in 10 people use three or more types of freshener
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- Figure 54: Number of different types of air freshener used in the past 12 months, April 2014
The Consumer – Frequency of Usage in Different Rooms
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- Key points
- Air fresheners used most in living rooms and bathrooms
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- Figure 55: Frequency of usage of air fresheners in different rooms of the home, April 2014
- Room to encourage more use in kitchens and bedrooms
The Consumer – Replacement of Air Freshener Refills/Fragrances
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- Key points
- Refills for powered air fresheners mostly replaced every two months
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- Figure 56: Frequency of replacement of refills/fragrances in air freshener units, by type of product, April 2014
- Non-powered refills replaced the most frequently
The Consumer – Attitudes towards Scented Candles
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- Key points
- Wide choice of fragrances to keep home smelling pleasant
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- Figure 57: Attitudes towards scented candles, April 2014
- Creating atmosphere and adding colour to a room
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- Figure 58: Attitudes towards scented candles, by users and non-users of scented candles, April 2014
- Scented candles as an aid to relaxation
- Combining functional benefits with being a good gift option
The Consumer – Scent Preferences
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- Key points
- Floral fragrances have the strongest appeal
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- Figure 59: Appeal of different scents for adding fragrance to the home, April 2014
- Nature-related and fruity scents also popular
The Consumer – Attitudes towards Plug-ins and Standalone Air Freshener Units
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- Key points
- Powered air fresheners not for everyone
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- Figure 60: Attitudes towards plug-ins and standalone air freshener units, April 2014
- Adjusting fragrance strength and alternating scents
- Emphasising value of refills with longer-lasting scents
- Style and size of air freshener of low importance
The Consumer – Factors Likely to Encourage Use of Car Air Fresheners
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- Key points
- Longer-lasting freshening the key product improvement
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- Figure 61: Factors that would encourage use of car air fresheners, April 2014
- More scents and more made from natural ingredients
- Products offering more control could also make a difference
Appendix – Market Size and Forecast
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- Figure 62: Best- and worst-case forecast for UK retail value sales of air fresheners, 2014-19
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Appendix – Brand Research
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- Figure 63: Brand usage, May 2014
- Figure 64: Brand commitment, May 2014
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- Figure 65: Brand momentum, May 2014
- Figure 66: Brand diversity, May 2014
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- Figure 67: Brand satisfaction, May 2014
- Figure 68: Brand recommendation, May 2014
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- Figure 69: Brand attitude, May 2014
- Figure 70: Brand image – macro image, May 2014
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- Figure 71: Brand image – micro image, May 2014
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Appendix – The Consumer – Usage of Air Fresheners
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- Figure 72: Usage of different types of air freshener in the past 12 months, April 2014
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- Figure 73: Most popular usage of different types of air freshener in the past 12 months, by demographics, April 2014
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- Figure 74: Next most popular usage of different types of air freshener in the past 12 months, by demographics, April 2014
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- Figure 75: Other usage of different types of air freshener in the past 12 months, by demographics, April 2014
- Repertoire analysis
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- Figure 76: Repertoire of usage of different types of air freshener in the past 12 months, by demographics, April 2014
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- Figure 77: Usage of different types of air freshener in the past 12 months, by repertoire of usage of different types of air freshener in the past 12 months, April 2014
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Appendix – The Consumer – Frequency of Usage in Different Rooms
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- Figure 78: Frequency of usage of air fresheners in different rooms of the home, April 2014
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- Figure 79: Frequency of usage of air fresheners in bathroom, by demographics, April 2014
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- Figure 80: Frequency of usage of air fresheners in kitchen, by demographics, April 2014
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- Figure 81: Frequency of usage of air fresheners in living room or family room, by demographics, April 2014
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- Figure 82: Frequency of usage of air fresheners in children’s bedrooms, by demographics, April 2014
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- Figure 83: Frequency of usage of air fresheners in adult bedroom, by demographics, April 2014
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- Figure 84: Frequency of usage of air fresheners in dining room, by demographics, April 2014
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- Figure 85: Frequency of usage of air fresheners in hallway, by demographics, April 2014
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- Figure 86: Frequency of usage of air fresheners in utility room, by demographics, April 2014
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Appendix – The Consumer – Replacement of Air Freshener Refills/Fragrances
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- Figure 87: Frequency of replacement of refills/fragrances in air freshener units, by type of product, April 2014
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- Figure 88: Frequency of replacement of refills/fragrances in air freshener units, by type of product – Plug-in air fresheners, by demographics, April 2014
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- Figure 89: Frequency of replacement of refills/fragrances in air freshener units, by type of product – Battery-operated automatic spray unit, by demographics, April 2014
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Appendix – The Consumer – Attitudes towards Scented Candles
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- Figure 90: Attitudes towards scented candles, April 2014
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- Figure 91: Most popular attitudes towards scented candles, by demographics, April 2014
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- Figure 92: Next most popular attitudes towards scented candles, by demographics, April 2014
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- Figure 93: Attitudes towards scented candles, by most popular usage of different types of air freshener in the past 12 months, April 2014
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- Figure 94: Attitudes towards scented candles, by next most popular usage of different types of air freshener in the past 12 months, April 2014
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- Figure 95: Attitudes towards scented candles, by other usage of different types of air freshener in the past 12 months, April 2014
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- Figure 96: Attitudes towards scented candles, by most popular usage of different types of air freshener in the past 12 months, April 2014
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- Figure 97: Attitudes towards scented candles, by next most popular usage of different types of air freshener in the past 12 months, April 2014
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- Figure 98: Attitudes towards scented candles, by other usage of different types of air freshener in the past 12 months, April 2014
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Appendix – The Consumer – Scent Preferences
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- Figure 99: Appeal of different scents for fragrancing the home, April 2014
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- Figure 100: Most popular appeal of different scents for fragrancing the home, by demographics, April 2014
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- Figure 101: Next most popular appeal of different scents for fragrancing the home, by demographics, April 2014
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- Figure 102: Appeal of different scents for fragrancing the home, by most popular usage of different types of air freshener in the past 12 months, April 2014
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- Figure 103: Appeal of different scents for fragrancing the home, by next most popular usage of different types of air freshener in the past 12 months, April 2014
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- Figure 104: Appeal of different scents for fragrancing the home, by other usage of different types of air freshener in the past 12 months, April 2014
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Appendix – The Consumer – Attitudes towards Plug-ins and Standalone Air Freshener Units
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- Figure 105: Attitudes towards plug-ins and standalone air freshener units, April 2014
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- Figure 106: Most popular attitudes towards plug-ins and standalone air freshener units, by demographics, April 2014
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- Figure 107: Next most popular attitudes towards plug-ins and standalone air freshener units, by demographics, April 2014
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- Figure 108: Other attitudes towards plug-ins and standalone air freshener units, by demographics, April 2014
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- Figure 109: Attitudes towards plug-ins and standalone air freshener units, by most popular usage of different types of air freshener in the past 12 months, April 2014
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- Figure 110: Attitudes towards plug-ins and standalone air freshener units, by next most popular usage of different types of air freshener in the past 12 months, April 2014
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- Figure 111: Attitudes towards plug-ins and standalone air freshener units, by other usage of different types of air freshener in the past 12 months, April 2014
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- Figure 112: Attitudes towards plug-ins and standalone air freshener units, by most popular usage of different types of air freshener in the past 12 months, April 2014
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- Figure 113: Attitudes towards plug-ins and standalone air freshener units, by next most popular usage of different types of air freshener in the past 12 months, April 2014
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- Figure 114: Attitudes towards plug-ins and standalone air freshener units, by other usage of different types of air freshener in the past 12 months, April 2014
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- Figure 115: Attitudes towards plug-ins and standalone air freshener units, by most popular usage of different types of air freshener in the past 12 months, April 2014
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- Figure 116: Attitudes towards plug-ins and standalone air freshener units, by next most popular usage of different types of air freshener in the past 12 months, April 2014
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Appendix – The Consumer – Factors Likely to Encourage Use of Car Air Fresheners
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- Figure 117: Factors that would encourage use of car air fresheners, April 2014
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- Figure 118: Most popular factors that would encourage use of car air fresheners, by demographics, April 2014
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- Figure 119: Next most popular factors that would encourage use of car air fresheners, by demographics, April 2014
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- Figure 120: Other factors that would encourage use of car air fresheners, by demographics, April 2014
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- Figure 121: Factors that would encourage use of car air fresheners, by most popular usage of different types of air freshener in the past 12 months, April 2014
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- Figure 122: Factors that would encourage use of car air fresheners, by next most popular usage of different types of air freshener in the past 12 months, April 2014
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- Figure 123: Factors that would encourage use of car air fresheners, by other usage of different types of air freshener in the past 12 months, April 2014
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- Figure 124: Factors that would encourage use of car air fresheners, by most popular usage of different types of air freshener in the past 12 months, April 2014
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- Figure 125: Factors that would encourage use of car air fresheners, by next most popular usage of different types of air freshener in the past 12 months, April 2014
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- Figure 126: Factors that would encourage use of car air fresheners, by other usage of different types of air freshener in the past 12 months, April 2014
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