Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Snapshot of the market
- Air freshener sales and segments
- “Lifestyle” products
- Scented candles
- Name that scent
- Christmas season, Christmas presents
- Who’s who among the suppliers
- Lots of advertising
- FDM retailers
- The “other” retailers
- Why use air fresheners?
- The air freshener de su madre
- Not always your mother’s air freshener
- Looking ahead
- Sales expected to steadily climb through 2011
Market Drivers
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- Female population growth
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- Figure 1: Female population by age, 2001-11
- Smells like teen spirit?
- Hispanics and blacks
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- Figure 2: Population by race and Hispanic origin, 2001-11
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- Figure 3: Usage of air fresheners, by type, by race/ethnicity, October 2006
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- Figure 4: Amount of air freshener sprays/room deodorizers used in household in the previous six months, by race/ethnicity, May 2005–June 2006
- Household size
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- Figure 5: Households by size, 1995 and 2005
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- Figure 6: Household use of air freshener sprays/room deodorizers, by number in household,
- Figure 7: Household amount of air freshener sprays/room deodorizers used in the previous six months, by number in household, May 2005–June 2006
- New products and a new player
- FDM
- Specialty
- Competition from scented candles
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- Figure 8: FDM* sales of scented candles, 2001-05
- November-December holiday season
- Specialty retailers
- FDM channels and holiday promotions
Market Size and Trends
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- Market size
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- Figure 9: Total U.S. retail sales of air fresheners, at current and constant prices, 2001-06
- Figure 10: Graph: Total U.S. retail sales of air fresheners, at current and constant prices, 2001-06
- Market trends
- Home improvement: function and fragrance
- Smells
- Smells good
- Scent trends
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- Figure 11: GNPD air fresheners new products/line extensions, by scent/product claim, 1996-2006
Market Segmentation
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- Segment overview
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- Figure 12: Sales of air fresheners, segmented by type, 2004 and 2006
- Figure 13: Graph: Sales share of air fresheners, segmented by channel, 2006
- Home air fresheners
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- Figure 14: Sales of home air fresheners, at current and constant prices, 2001-06
- Car air fresheners
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- Figure 15: Sales of car air fresheners, at current and constant prices, 2001-06
- Potpourri/sachets
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- Figure 16: Sales of potpourri/sachet, at current and constant prices, 2001-06
Supply Structure
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- Foreign trade
- Imports
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- Figure 17: U.S. imports of preparations for perfuming or deodorizing rooms, by country, 2004, 2005 and 2006*
- Exports
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- Figure 18: U.S. exports of preparations for perfuming or deodorizing rooms, by country, 2004, 2005 and 2006*
- FDM sales by manufacturer and brand
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- Figure 19: Manufacturer FDM sales of air fresheners in the U.S., 2005* and 2006**
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- Figure 20: FDM sales* of air fresheners, by dollar and unit value, 2001-05
- Home air fresheners
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- Figure 21: Manufacturer FDM brand sales of home air fresheners in the U.S., 2005* and 2006**
- SC Johnson & Son
- Reckitt Benckiser
- Procter & Gamble (P&G)
- Private label
- Car air fresheners
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- Figure 22: Manufacturer FDM brand sales of car air fresheners in the U.S., 2005* and 2006**
- Potpourri/sachets
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- Figure 23: Manufacturer FDM brand sales of potpourri in the U.S., 2005* and 2006**
- Major companies and brands
- SC Johnson & Son
- Reckitt Benckiser
- Procter & Gamble
- The Dial Corporation (Henkel Group)
- Yankee Candle
- Blyth, Inc.
- Lancaster Colony Corporation
- Limited Brands (Bath & Body Works, White Barn Candle Co.)
- SOPUS (Auto Expressions/Medo)
Advertising and Promotion
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- Introduction
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- Figure 24: Arm & Hammer Fridge Fresh, 2006
- Specific company/brand activity
- SC Johnson
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- Figure 25: SC Johnson Glade Glass Scents
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- Figure 26: SC Johnson Glade PlugIns Scented Light Show, 2006
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- Figure 27: SC Johnson Glade Scented Oil Candles television ad, 2006
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- Figure 28: SC Johnson Oust Air Sanitizer
- Reckitt Benckiser
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- Figure 29: Reckitt Benckiser Air Wick
- Procter & Gamble
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- Figure 30: Procter & Gamble Febreze Scentstories
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- Figure 31: Procter & Gamble Febreze Air Effects
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- Figure 32: Procter & Gamble Febreze NOTICEables
- Henkel/Dial
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- Figure 33: Dial Renuzit Airlets
- Other companies
Retail Distribution
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- Introduction
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- Figure 34: U.S. retail sales of air fresheners, by channel, 2004 and 2006
- Supermarkets
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- Figure 35: U.S. supermarket sales of air fresheners, at current and constant prices, 2001-06
- Mass merchandisers
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- Figure 36: U.S. mass merchandisers sales of air fresheners, at current and constant prices, 2001-06
- Wal-Mart
- Drug stores
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- Figure 37: U.S. drug store sales of air fresheners, at current and constant prices, 2001-06
- Other retail outlets
The Consumer
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- Introduction
- Summary
- Differences and opportunities by race/ethnicity
- Differences and opportunities by gender
- Differences and opportunities by age
- Differences and opportunities by household size
- Differences and opportunities by cohort
- Household use of air fresheners
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- Figure 38: Household use of air freshener sprays/room deodorizers, May 2005-June 2006
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- Figure 39: Household use of air freshener sprays/room deodorizers, by race/ethnicity, May 2005–June 2006
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- Figure 40: Household use of air freshener sprays/room deodorizers, by households with a smoker, May 2005–June 2006
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- Figure 41: Household use of air freshener sprays/room deodorizers, by key cohorts, May 2005–June 2006
- Types of air freshener product used in households
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- Figure 42: Type of air freshener sprays/room deodorizers used in household, by cohort, May 2005–June 2006
- Detailed freshener types
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- Figure 43: Usage of air fresheners, by type, October 2006
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- Figure 44: Usage of air fresheners, by type, by gender, October 2006
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- Figure 45: Usage of air fresheners, by type, by age, October 2006
- Use of air sanitizers
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- Figure 46: Usage of air sanitizers October 2006
- Air sanitizers vs. air fresheners
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- Figure 47: Opinions on air sanitizers vs. air fresheners, by gender, October 2006
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- Figure 48: Opinions on air sanitizers vs. air fresheners, by age, October 2006
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- Figure 49: Opinions on air sanitizers vs. air fresheners, by race/ethnicity, October 2006
- Household brand use
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- Figure 50: Brands of air freshener sprays/room deodorizers used in household, May 2005–June 2006
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- Figure 51: Brands of air freshener sprays/room deodorizers used in household, by race/ethnicity, May 2005–June 2006
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- Figure 52: Brands of air freshener sprays/room deodorizers used in household, by cohort, May 2005–June 2006
- Air freshener scents purchased
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- Figure 53: Scents purchased in past six months, October 2006
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- Figure 54: Scents purchased in past six months, by gender, October 2006
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- Figure 55: Scents purchased in past six months, by age, October 2006
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- Figure 56: Scents purchased in past six months, by race/ethnicity, October 2006
- Attitudes towards air fresheners
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- Figure 57: Attitudes towards air fresheners, by gender, October 2006
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- Figure 58: Attitudes towards air fresheners, by age, October 2006
- Reasons for using air fresheners
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- Figure 59: Reasons for using air fresheners, October 2006
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- Figure 60: Reasons for using air fresheners, by gender, October 2006
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- Figure 61: Reasons for using air fresheners, by age, October 2006
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- Figure 62: Reasons for using air fresheners, by race/ethnicity, October 2006
- Comparing attitudes about products with reasons for use
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- Figure 63: Cross-tabulation: attitudes towards air fresheners and reasons for using air fresheners (part 1), October 2006
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- Figure 64: Cross-tabulation: attitudes towards air fresheners and reasons for using air fresheners ( part 2), October 2006
Future and Forecast
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- Future trends
- Expanding demographic targets
- Women
- Blacks and Hispanics
- More older people
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- Figure 65: Population by age, 2001-2011
- Technology allows new formats
- Health issues
- Germs
- Wheezing and sniffing
- Market forecast
- Air fresheners
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- Figure 66: Forecast of total U.S. sales of air fresheners, at current and constant prices, 2006-11
- Figure 67: Previous and Forecast of total U.S. sales of air fresheners, at current prices, 2006-11
- Home air fresheners
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- Figure 68: Forecast of U.S. sales of home air fresheners, at current and constant prices, 2006-11
- Car air fresheners
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- Figure 69: Forecast of U.S. sales of car air fresheners, at current and constant prices, 2006-11
- Potpourri and sachet
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- Figure 70: Forecast of U.S. sales of potpourri and sachet, at current and constant prices, 2006-11
Appendix: Trade Associations
Appendix: New Product Briefs
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- Procter & Gamble: Febreze True Air
- SC Johnson: Glade Plug Ins Scented Oil Light Show
- Wal-Mart: Harvest Pumpkin Pie Potpourri
- Reckitt Benckiser: Air Wick Automatic Room Spray
- The Dial Corporation: Renuzit Car
- CHS: Lite Scents
- SC Johnson: Glade Car Scented Oil
- Procter & Gamble: Febreze Air Effects
- Reckitt Benckiser: Lysol Nutra Air
- Bath & Body Works: Tropical Passionfruit Aircare
- Target Corporation: Home Spray
- SC Johnson: Glade Wisp
Appendix: Simmons cohorts
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- Figure 71: Married couples cohorts
- Figure 72: Single women cohorts
- Figure 73: Single men cohorts
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