Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations & terms
- Abbreviations
- Terms
Executive Summary
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- Market flat since 2003
- Innovations beginning to show signs of a revival
- Popularity with ethnic consumers a promising sign for growth
- Market dominated by large consumer goods firms and candle manufacturers
- Increased advertising sophistication attracts consumers
- Alternative outlets lead candle sales, FDM provides bulk of other sales segments
- Diversity of air freshener market fueling revenue
- Future growth has potential to be substantial
Market Drivers
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- Number of households
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- Figure 1: U.S. households, by age of householder, 1999 & 2004
- Household size
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- Figure 2: Air fresheners usage, by household size, January-September 2003
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- Figure 3: Number of people per household, 1980-2000
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- Figure 4: Average household size, 1998-2008
- Impact of balance of household race/ethnicity changes
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- Figure 5: Number of U.S. households, by race/ethnicity, 1998-2008
- Innovation continues
- Product profile: Procter & Gamble’s Scentstories
- Other notable developments
- EPA research on air fresheners
- Move toward home entertainment, nesting
Market Size and Trends
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- Figure 6: Total U.S. retail sales of air fresheners, at current and constant prices, 1999-2004
- Graph 1: Trends in sales of air fresheners, at current and constant prices, 1999-2004
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Market Segmentation
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- Overview
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- Figure 7: Sales of air fresheners, by type, 2002 and 2004
- Graph 2: Sales of air fresheners, by segment, 2004
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- Graph 3: Trends in sales of air fresheners, by segment, 1998-2003
- Scented candles
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- Figure 8: Sales of scented candles, 1999-2004
- Home air fresheners
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- Figure 9: Sales of home air fresheners, 1999-2004
- Auto air fresheners
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- Figure 10: Sales of auto air fresheners, 1999-2004
- Potpourri
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- Figure 11: Sales of potpourri, 1999-2004
Supply Structure
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- Foreign trade
- Candles
- Imports
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- Figure 12: Imports of candles, by source country/region, 2002 and 2004*
- Exports
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- Figure 13: Exports of candles, by destination country/region, 2002 and 2004*
- Air fresheners
- Imports
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- Figure 14: Imports of preparations for perfuming or deodorizing rooms, by source country/region, 2002 and 2004*
- Exports
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- Figure 15: Exports of preparations for perfuming or deodorizing rooms, by destination country/region, 2002 and 2004*
- FDM sales by manufacturer and brand
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- Figure 16: Food and drug store sales of air fresheners, by manufacturer, 2003 and 2004
- Graph 4: Food and Drug store sales of air fresheners, by manufacturer, 2004
- Scented candles
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- Figure 17: Food and drug store sales of candles, by manufacturer, 2003 and 2004
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- Figure 18: Food and drug store sales of candles, by manufacturer and brand, 2003 and 2004
- Home air fresheners
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- Figure 19: Food and drug store sales of home air fresheners, by manufacturer, 2003 and 2004
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- Figure 20: Food and drug store sales of sales of home air fresheners, by manufacturer and brand, 2003 and 2004
- Auto air fresheners
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- Figure 21: Food and drug store sales of auto air fresheners, by manufacturer, 2003 and 2004
- Potpourri
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- Figure 22: Sales of potpourri, by manufacturer, 2003 and 2004
- Major companies and brands
- Blyth
- Dial Corporation
- Lancaster Colony
- Reckitt Benckiser
- SC Johnson
- Yankee Candle
- American Greetings
Advertising and Promotion
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- Introduction
- Major companies and brands
- Yankee Candle
- Blyth
- SC Johnson
Retail Distribution
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- Introduction
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- Figure 23: Retail sales of air freshener, by channel, 2002 and 2004
- Mass merchandisers
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- Figure 24: Mass merchandiser sales of air freshener, 1999-2004
- Mass merchandiser operating data
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- Figure 25: Top mass merchandiser operating statistics, latest financial year-end
- Figure 26: Top mass merchandisers’ percentage change from latest financial year-end versus year prior
- Supermarkets
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- Figure 27: Supermarket sales of air fresheners, 1999-2004
- Supermarket operating data
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- Figure 28: Top supermarket operating statistics, latest fiscal year-end
- Figure 29: Percentage change from latest fiscal year-end versus year prior
- Drug stores
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- Figure 30: Drug store sales of air fresheners, 1999-2004
- Drug store operating data
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- Figure 31: Top drug store operating statistics, latest fiscal year-end
- Figure 32: Percentage change from latest fiscal year-end versus year prior
- Other retailers
The Consumer
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- Introduction
- Household use of air fresheners
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- Figure 33: Household use of air freshener sprays/room deodorizers, July 2004
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- Figure 34: Household use of air freshener sprays/room deodorizers, by race/ethnicity, July 2004
- Types of air fresheners used
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- Figure 35: Types of air freshener used, July 2004
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- Figure 36: Types of air freshener used, by gender, July 2004
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- Figure 37: Types of air freshener used, by age, July 2004
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- Figure 38: Types of air freshener used, by region, July 2004
- Volume of air freshener used
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- Figure 39: Number of bottles, cans or containers of air freshener used by entire household in last 6 months, January-September 2003
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- Figure 40: Number of bottles, cans or containers of air freshener used by entire household in last 6 months, by race/ethnicity, January-September 2003
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- Figure 41: Number of bottles, cans or containers of air freshener used by entire household in last 6 months, by household size, January-September 2003
- Where air freshener is bought
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- Figure 42: Where air fresheners are bought most often, July 2004
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- Figure 43: Where air fresheners are bought most often, by gender, July 2004
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- Figure 44: Where air fresheners are bought most often, by age, July 2004
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- Figure 45: Where air fresheners are bought most often, by household income, July 2004
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- Figure 46: Where air fresheners are bought most often, by city type, July 2004
- Air freshener scents preferred
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- Figure 47: Air freshener scent used most often, July 2004
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- Figure 48: Air freshener scent used most often, by gender, July 2004
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- Figure 49: Air freshener scent used most often, by age, July 2004
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- Figure 50: Air freshener scent used most often, by region, July 2004
- Summary
- Overview
- Race/ethnicity
- Gender
- Age
Future and Forecast
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- Future trends
- Households
- Innovations
- Regulatory initiatives
- The emerging ethnic majority
- Market forecast
- Overview
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- Figure 51: Forecast of retail sales of air fresheners, at current and constant prices, 2004-2009
- Graph 5: Forecast of retail sales of air fresheners, at current and constant prices, 2004-2009
- Scented candles
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- Figure 52: Forecast sales of scented candles, at current and constant prices, 2004-2009
- Home air fresheners
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- Figure 53: Forecast sales of home air fresheners, at current and constant prices, 2004-2009
- Automobile air fresheners
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- Figure 54: Forecast sales of automobile air fresheners, at current and constant prices, 2004-2009
- Forecast factors
Market Size and Trends—Update
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- Figure 55: Air freshener sales, at current and constant prices, 2000-05
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Market Segmentation—Update
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- Overview
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- Figure 56: Sales of air fresheners, segmented by type, 2003 and 2005
- Home air fresheners
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- Figure 57: Sales of home air fresheners, at current and constant prices, 2000-05
- Automobile air fresheners
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- Figure 58: Sales of automobile air fresheners, at current and constant prices, 2000-05
- Potpourri and sachets
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- Figure 59: Sales of potpourri and sachets, at current and constant prices, 2000-05
Future and Forecast—Update
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- Future trends
- Households
- Innovations
- Regulatory initiatives
- The emerging ethnic majority
- Market forecast—Updated
- Air fresheners
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- Figure 60: Forecast of total U.S. sales of air fresheners, at current and constant prices, 2005-10
- Home air fresheners
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- Figure 61: Forecast of U.S. sales of home air fresheners, at current and constant prices, 2005-10
- Automobile air fresheners
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- Figure 62: Forecast of U.S. sales of automobile air fresheners, at current and constant prices, 2005-10
- Potpourri and sachets
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- Figure 63: Forecast of U.S. sales of potpourri and sachets, at current and constant prices, 2005-10
Appendix: Trade Associations
Appendix: New Product Developments
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- New product trends
- Introduction
- New product introductions
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- Figure 64: Global new product introductions in household care products, 2002-2004
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- Figure 65: Global new product introductions, by launch type, 2002-2004
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- Figure 66: Global new product introductions, by contry/region, 2002-2004
- Product trends
- Functionality
- Delivery systems
- Aromatherapy
- Additional benefits of odorless air
- Novel formats and positioning
- Fragrances
- Packaging
- Product launches by company/brand
- Forecast/predictions
- New product briefs
- Procter & Gamble: Scentstories by Febreze Scented Disc Player
- SC Johnson & Son: Glade Thomas Kinkade Candles
- H-E-B: H-E-B Lidded Candles
- Avon Products: Avon Home Fragrance Collection Holiday Tree Room & Linen Spray
- Xela Aromasticks: Xela Uplifting Floral Aromasticks
- HandStands: HandStands The Bug Air Freshener
- Boots Retail USA: Boots Sleep Lavender Aromatherapy Diffuser
- Procter & Gamble: Febreze Air Effects Blossoms & Breeze Air Refreshener
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