Table of Contents
Scopes and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
Executive Summary
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- The expanding roles and requirements of air fresheners
- It is all about the experience of the senses
- Fragrances take many forms, but sales are flat for now
- How to stay smelling fresh
- It is all about the home
- The scent trail leads to mass merchandisers
- What is that smell?
- The top four duke it out
- Booms within smaller segments
- Establishing their scents
- New fragrance delivery platforms
- Spending on getting the scent out
- The consumer’s nose knows
Insights and Opportunities
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- Much more than just an air freshener
- Overlooked demographics and niche products for them
- Are air fresheners harming us?
- Where are the green and organic products?
- May as well sell them together
Fast Forward Trends
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- Home of the Senses
- What's it about?
- Implications
- Premiumization of Home Care
- What's it about?
- Implications
- Car as Sensorium
- What’s it all about?
- Implications
- Sense of the Intense
- What's it about?
- Implications
Market Size and Forecast
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- Key points
- Nesting and green products drive market
- Balkanization of market
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- Figure 1: FDMx sales of air fresheners, at current prices, 2003-13
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- Figure 2: FDMx sales of air fresheners, at inflation-adjusted prices, 2003-13
- Wal-Mart share of the air fresheners market and changes in market size
Competitive Context
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- Wax and wick: old fashioned and romantic
- Using appliances to treat air
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- Figure 3: Knowledge of and attitudes towards air pollution, August 2007
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- Figure 4: Sales of air cleaners, at current prices, 2002-07
- Figure 5: Sales of air cleaners, at inflation adjusted prices, 2002-07
- Concern over chemicals, interest in green
- Hygiene and home cleaning products remove need
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- Figure 6: FDMx* sales and forecast of cleaning cloths/wipes, 2002-12
- Figure 7: FDMx* sales of cleaning cloths/wipes, by type, 2005 and 2007
Overall Segment Performance
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- Key points
- Home air fresheners dominate
- Consumers look to other retail channels to purchase car air fresheners
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- Figure 8: FDMx sales of air fresheners, segmented by type, 2006 and 2008
Segment Performance—Home Air Fresheners
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- Key points
- A market looking for the “next big thing”
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- Figure 9: FDMx sales of home air fresheners, 2003-13
Segment Performance—Automobile Air Fresheners
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- Key points
- Coasting downhill
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- Figure 10: FDMx sales of automobile air fresheners, 2003-13
Segment Performance—Potpourri/Sachets
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- Key points
- Understated is in
- A powerful pair: Jodhpuri and Method
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- Figure 11: FDMx sales of potpourri/sachets, 2003-13
Segment Performance—Trash Can Deodorizers
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- Key points
- Trash can deodorizers tossed
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- Figure 12: FDMx sales of trash can deodorizers, 2003-13
Retail Channels
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- Introduction
- Key points
- Moving to mass
- Where can I pick up an air freshener? Anywhere!
- Where air freshener consumers shop
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- Figure 13: Source of air freshener purchase, by type of air freshener (1), September 2008
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- Figure 14: Source of air freshener purchase, by type of air freshener (2), September 2008
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- Figure 15: FDMx sales of air freshener products, by channel, 2006 and 2008
Retail Channels—Food Stores
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- Key points
- A day at the spa?
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- Figure 16: Sales of air freshener products at food stores, 2003 to 2008
Retail Channels—Drug and Mass Stores
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- Key points
- Mass migration, drug channel convenience
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- Figure 17: Sales of air freshener products at drug and mass stores, 2003 to 2008
Market Drivers
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- The presence of children drives sales
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- Figure 18: Types of air fresheners used, by presence of children and number of people in household, September 2008
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- Figure 19: Households, by presence of children under age 18, 1997-2007
- The presence of pets drives sales and air freshener innovation
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- Figure 20: Pet population in the U.S., 2003-07
- Figure 21: Reasons for air freshener usage, by type of air freshener, September 2008
- Smells like teen spirit: scents as a means of differentiation
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- Figure 22: Population, by age, 2003-13
- Figure 23: Population, by gender and age, 2008
- Germs and close quarters
- Nesting drives sales of high-end air fresheners
- Concerns about the safety of candles
Leading Companies
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- Key points
- The balance of fragrance power
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- Figure 24: FDMx sales of leading air freshener products companies, 2007 and 2008
Brand Share—Home Air Fresheners
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- Key points
- The (faux) candle saves the day
- Best of both worlds
- Procter & Gamble’s Febreze powers through
- Henkel’s Renuzit follows in the footsteps of competitors, while trying to innovate
- Yankee Candle
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- Figure 25: FDMx brand sales of home air fresheners in the U.S., 2007 and 2008
Brand Share—Car Air Fresheners
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- Key points
- The Little Tree that could
- The moving room – the car
- The big brands
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- Figure 26: FDMx brand sales of car air fresheners in the U.S., 2007 and 2008
Brand Share—Potpourri/Sachets
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- Key points
- No dominant brand
- Potpourri goes seasonal and natural
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- Figure 27: FDM brand sales of potpourri/sachets in the U.S., 2007 and 2008
Brand Qualities
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- S.C. Johnson’s Glade wants you to feel proud and calm
- Simplicity and self-esteem at Reckitt Benckiser
- Scare tactics at Lysol
- Renuzit blends right in
- Yankee Candle takes advantage of its popularity
- Procter & Gamble keeps it fresh
- Chesapeake Bay Candle is fashionable
Innovation and Innovators
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- The faux candle
- Reminder, please
- The moving room
- An old dog
Advertising and Promotion
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- I want to be a star
- It’s cool to be green
- Germs are scary
- Febreze is spraying it on
- Spending on scent
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- Figure 28: Advertising expenditures, by selected air freshener brands, 2006-07
- Television commercials
- Shame or feelings of inadequacy
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- Figure 29: Glade candles television ad, “French Candles,” 2008
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- Figure 30: Glade candles television ad, “Better than they are,” 2008
- Humor
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- Figure 31: Air Wick television ad, 2008
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- Figure 32: Febreze television ad, “Fish Fry,” 2008
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- Figure 33: Air Wick Freshmatic Ultra television ad, 2008
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- Figure 34: Febreze television ad, “Grandma,” 2008
- Efficacy and power
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- Figure 35: Lysol Neutra Air television ad, 2008
- Feel good factor
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- Figure 36: Glade television ad, “Joy to the World,” 2008
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- Figure 37: Renuzit Triscents television ad, 2008
Usage of Air Fresheners
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- Key points
- Over the years
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- Figure 38: Trended usage of air fresheners, October 2000-March 2008
- Types of air fresheners used
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- Figure 39: Types of air fresheners used, by gender, September 2008
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- Figure 40: Types of air fresheners used, by age, September 2008
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- Figure 41: Types of air fresheners used, by household income, September 2008
- Reasons for air freshener use
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- Figure 42: Reasons for air freshener usage, by type of air freshener (1), September 2008
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- Figure 43: Reasons for air freshener usage, by type of air freshener (2), September 2008
- Link between air freshener use and pet ownership, smoking and ailments
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- Figure 44: air freshener usage, by deodorizing need or ailment, February 2007-March 2008
- Where air fresheners are used
- Candles
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- Figure 45: Location of candle usage, September 2008
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- Figure 46: Location of candle usage, by age, September 2008
- Flameless candles
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- Figure 47: Location of flameless candle usage, by gender, September 2008
- Reed diffusers
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- Figure 48: Location of reed diffuser usage, by gender, September 2008
- Spray
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- Figure 49: Location of spray usage, September 2008
- Plug-ins
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- Figure 50: Location of plug-in usage, September 2008
- Plug-ins with fans
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- Figure 51: Location of plug-in with fan usage, September 2008
- Battery operated standalone with fan
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- Figure 52: Location of battery operated standalone with fan usage, September 2008
- Incense
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- Figure 53: Location of incense usage, by gender, September 2008
- Solid/gels
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- Figure 54: Location of solid/gel usage, by gender, September 2008
- Potpourri
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- Figure 55: Location of potpourri usage, by gender, September 2008
Attitudes Towards and Perceptions of Air Fresheners
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- Key points
- How they feel
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- Figure 56: Attitudes towards and preferences for air fresheners, by gender, September 2008
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- Figure 57: Attitudes towards and preferences for air fresheners, by age, September 2008
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- Figure 58: Attitudes towards and preferences for air fresheners, by region, September 2008
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- Figure 59: Attitudes towards and preferences for air fresheners, by chldren and number of people in household, September 2008
Air Freshener Brands Used
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- Brand usage by demographic
- Key points
- Air Wick and Febreze stick out
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- Figure 60: Brand of air fresheners used, by age, February 2007-March 2008
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- Figure 61: Brand of air fresheners used, by race/Hispanic origin, February 2007-March 2008
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- Figure 62: Brand of air fresheners used, by size of household, February 2007-March 2008
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- Figure 63: Brand of air fresheners used, by gender and age, February 2007-March 2008
- Brand usage by type of freshener used
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- Figure 64: Brand of air fresheners used, by type, February 2007-March 2008
Cluster Analysis
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- Sprayers
- Who they are
- Opportunity
- Aerators
- Who they are
- Opportunity
- Pleasure Scenters
- Who they are
- Opportunity
- Cluster characteristics
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- Figure 65: Air Freshener Clusters, September 2008
- Figure 66: Which of the following air fresheners (if any) do you use? by Air Freshener Clusters, Month 2008
- Figure 67: Which of the following statements about air fresheners do you agree/disagree with? (agree) by Air Freshener Clusters, Month 2008
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- Figure 68: For the types of air fresheners that you purchase (Spray), please tell us where you use them, by Air Freshener Clusters, Month 2008
- Figure 69: For the types of air fresheners that you purchase (Spray) please tell us for which reasons you use them, by Air Freshener Clusters, Month 2008
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- Figure 70: For the types of air fresheners that you purchase (Spray), please tell us where you bought them in the past yea r, by Air Freshener Clusters, Month 2008
- Cluster demographics
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- Figure 71: Air freshener clusters, by gender, Month 2008
- Figure 72: Air freshener clusters, by age group, Month 2008
- Figure 73: Air freshener clusters, by income group, Month 2008
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- Figure 74: Air freshener clusters, by race, Month 2008
- Figure 75: Air freshener clusters, by Hispanic origin, Month 2008
- Cluster methodology
Custom Consumer Groups
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- Combined demographics
- Key points
- Air freshener usage
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- Figure 76: Air freshener usage. by married and unmarried parents, February 2007-March 2008
- Types of air freshener used: Having a child changes everything
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- Figure 77: Types of air fresheners used, by parental/married status and gender, September 2008
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- Figure 78: Types of air fresheners used, by age group and gender, September 2008
- Attitudes towards and perceptions of air fresheners
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- Figure 79: Attitudes to and preferences for air fresheners, by parental/married status and gender, September 2008
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- Figure 80: Attitudes towards and preferences for air fresheners, by age and gender, September 2008
- Cohort characteristics
- Key points
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- Figure 81: Air freshener usage among simmons cohorts, February 2007-March 2008
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- Figure 82: Air freshener usage among simmons cohorts, February 2007-March 2008
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- Figure 83: Air freshener usage among simmons cohorts, February 2007-March 2008
IRI/Builders—Key Household Purchase Measures
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- Overview of air fresheners purchases
- Home air fresheners
- Consumer insights on key purchase measures—home air fresheners
- Brand map
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- Figure 84: Brand map, selected brands of home air fresheners, by household penetration, 2007*
- Brand leader characteristics
- Key purchase measures
Appendix: Other Useful Consumer Tables
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- Car air freshener location of use
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- Figure 86: Location of car deodorizer usage, by gender, September 2008
- Air freshener frequency of usage
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- Figure 87: Air freshener usage frequency. by age, February 2007-March 2008
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- Figure 88: Air freshener usage frequency. by presence of children in household, March 2008
Appendix: Trade Associations
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