Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Consumer research studies
- Abbreviations & terms
- Abbreviations
- Terms
Executive Summary
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- Market snapshot
- What’s driving the market
- Leading companies and products
- Where Americans purchase air fresheners
- Ad expenditures explode
- Who purchases air sanitizers
- Why they purchase them
- Attitudes towards air sanitizers
- Who purchases air fresheners
- Popular scents
- Attitudes towards air fresheners
- Looking ahead
Fast Forward Trends
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- Home of the Senses
- Similar Scents of the Same Theme
- Expanding Role of the House and Home: Serving the Niche
- Multiple Personalities
- Behavior In Flux
- Non-Standard Society – Non-Standard Extensions
Market Drivers
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- The presence of children drive sales
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- Figure 1: Households by size, 2006
- Teens and young adult population grows sales
- Air fresheners become hip
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- Figure 2: Top ten selling air fresheners, by sales, 52 weeks ending October 7, 2007
- Fueling the fires of germaphobia
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- Figure 3: odor types that respondents eliminate, by gender, October 2007
- Environmental pollutants in urban areas
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- Figure 4: Ten worst cities in the U.S. for smog and particle pollution, 2005
- Eliminating pet odor
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- Figure 5: Types of pets owned, 2005 and 2007
- Innovation drives demand
- A closer look at reed diffusers
Market Size and Trends
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- Market size
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- Figure 6: Total U.S. retail sales of air fresheners, at current and constant prices, 2002-07
- Market trends
- Scents that remind us of food
- Upscale scents
- Functional
- Sticks and diffusers
Market Segmentation
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- Sales by segment
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- Figure 7: Total U.S. retail sales of home air freshesners, car air fresheners, and potpourri/sachets, 2005 to 2007.
- Home air fresheners
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- Figure 8: Total U.S. retail sales of home air fresheners, at current and constant prices, 2002-07
- Car air fresheners
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- Figure 9: Total U.S. retail sales of car air fresheners, at current and constant prices, 2002-07
- Potpourri/sachets
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- Figure 10: Total U.S. retail sales of potpourri/sachets, at current and constant prices, 2002-07
Supply Structure
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- Company and brand sales
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- Figure 11: Total U.S. retail FDM sales of air fresheners, by company, 2004 and 2006
- Sales of home air fresheners
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- Figure 12: Total U.S. retail FDM sales of home air fresheners, by company, 2004 and 2006
- Sales of car air fresheners
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- Figure 13: Total U.S. FDM retail sales of car air fresheners, 2004 and 2006
- Potpourri/Sachets
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- Figure 14: Total U.S. FDM retail sales of potpourri/sachets, 2004 and 2006.
Advertising and Promotion
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- Germaphobia
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- Figure 15: Lysol Neutra Air, 2007
- Figure 16: Lysol Neutra Air Fresh, 2007
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- Figure 17: Oust Air Freshener Candle, 2007
- Humor
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- Figure 18: Air Wick Scented Oils, 2007
- Figure 19: Oust Air Freshener Spray, 2007
- Mood enhancer
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- Figure 20: Febreze Air Effects, 2007
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- Figure 21: Glade Lightshow Plug In, 2007
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- Figure 22: Glade Lightshow Plug In, 2007
- Peace of mind
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- Figure 23: Air Wick Aroma Therapy, 2007
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- Figure 24: Air Wick Freshmatic mini, 2007
- Marketing to tweens
- Marketing to moms
- Promotions are important
Retail Distribution
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- Figure 25: U.S. retail sales of air freshener products, by channel, 2005 and 2007
- Supermarkets
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- Figure 26: U.S. Supermarket sales of air freshener products, at current and constant prices, 2002-07
- Mass merchandisers
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- Figure 27: U.S. mass merchandiser sales of air freshener products, at current and constant prices, 2002-07
- Drug stores
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- Figure 28: U.S. drug store sales of air freshener products, at current and constant prices, 2002-07
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The Consumer
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- Who purchases air fresheners
- Summary
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- Figure 29: Types of air fresheners used, by gender, October 2007
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- Figure 30: Types of air fresheners used, by race and ethnicity, October 2007
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- Figure 31: Types of air fresheners used, by number of children, October 2007
- Why they purchase air fresheners
- Summary
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- Figure 32: Odors trying to eliminate, by gender, October 2007
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- Figure 33: Odors trying to eliminate, by income, October 2007
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- Figure 34: Odors trying to eliminate, by race and ethnicity, October 2007
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- Figure 35: Odors trying to eliminate, by number of children, October 2007
- Attitudes towards air freshener efficacy
- Summary
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- Figure 36: Opinions on air fresheners, by income, October 2007
- Popular scents
- Summary
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- Figure 37: Scents purchased, by gender, October 2007
- Who purchases air sanitizers
- Summary
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- Figure 38: Purchased air sanitizer, by gender, October 2007
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- Figure 39: Purchased air sanitizer, by marital status, October 2007
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- Figure 40: Purchased air sanitizer, by number of children, October 2007
- Attitudes towards air sanitizers
- Summary
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- Figure 41: Attitudes towards air sanitizers, by gender, October 2007
- Brand usage
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- Figure 42: Incidence of use of top three brands, by age, race/ethnicity, presence of children, and selected cohorts, May 2006-June 2007
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- Figure 43: Incidence of use of other leading brands, by age, race/ethnicity, presence of children, and selected cohorts, May 2006-June 2007
Future Trends and Forecast
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- Future trends
- Population growth will drive sales of air sanitizers
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- Figure 44: Population of the U.S., 2002-12
- A saturated market
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- Figure 45: Number of new product introductions, 2002-07
- Green and therapeutic scents will be popular
- Collision course: chemicals in air fresheners and health concerns
- Market forecast
- Air fresheners
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- Figure 46: Forecast of total U.S. sales of air fresheners, at current and constant prices, 2007-12
- Home air fresheners
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- Figure 47: Forecast of U.S. sales of home air fresheners, at current and constant prices, 2007-12
- Car air fresheners
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- Figure 48: Forecast of U.S. sales of car air fresheners, at current and constant prices, 2007-12
- Potpourri and sachets
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- Figure 49: Forecast of U.S. sales of potpourri and sachets, at current and constant prices, 2007-12
- Forecast factors
Appendix: Trade Associations
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