Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising videos
- Abbreviations and terms
Executive Summary
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- Cutting down but not cutting out completely
- Affordable luxuries in down economy
- Mixed results for air freshener segments
- Mass market décor air fresheners migrate into aircare aisle in FDMx
- Unemployment and falling HH incomes challenge the industry
- Nesting drives sales of high-end air fresheners
- Concern over synthetic fragrances deters some consumers
- Blacks and Hispanics help drive growth
- Major manufacturers see sales decline…
- …but new product introductions stay strong in the recession
- Price is not everything even to consumers on a budget
- Two top home air freshener manufacturers see sales decline
- Car-Freshner Corp. continues to grow with its Little Trees brand
- Chesapeake Bay Candle grows its market share in potpourri/sachets
- Innovators add high-tech and safe, decorative features
- More control of scents in the car
- Sprays and candles are most used by respondents
- Women use scent to alter home environment; men kill odors
- Race/Hispanic origin affect usage, purpose, and place of purchase
Insights and Opportunities
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- Herbs for spring and summer cater to gourmands
- Many people worry about air fresheners irritating allergies and asthma—so how about more “clean” products?
- Healthy for your body and mind; superfruits and green tea migrate into fragrance
Inspire Insights
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- Home of the Senses
- What's it about?
- What we've seen
- Specifics
- Implications
- Greening of Home Care
- What's it about?
- What we've seen
- Specifics
- Implications
Market Size and Forecast
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- Key points
- For some a simple luxury, for others a means to cut household budgets
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- Figure 1: FDMx sales of air fresheners, at current prices, 2004-14
- Figure 2: FDMx sales of air fresheners, at inflation-adjusted prices, 2004-14
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- Figure 3: FDMx price per unit of air fresheners, 2004-09
- Walmart sales
Competitive Context
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- Walmart and specialty stores squeezing other FDM retailers
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- Figure 4: Where air fresheners are always/usually purchased, September 2009
- Competition from candles
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- Figure 5: FDMx sales of candles and air fresheners, 2004-09
- New product introductions not deterred by the recession
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- Figure 6: New air freshener products, by segment, 2007 and 2009
- Covering odors versus eliminating odors
Overall Segment Performance
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- Key points
- Home and automobile air fresheners falter
- Potpourri and sachets benefit from demand for natural products
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- Figure 7: FDMx sales of air fresheners, by segment, 2007 and 2009
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- Figure 8: FDMx price per volume of air fresheners, by segment, 2004-09
Segment Performance—Home Air Fresheners
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- Key points
- Gains made from 2004-07 largely erased
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- Figure 9: FDMx sales and forecast of home air fresheners, at current prices, 2004-14
Segment Performance—Automobile Air Fresheners
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- Key points
- Long-term downward trend
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- Figure 10: FDMx sales and forecast of automobile air fresheners, at current prices, 2004-14
Segment Performance—Potpourri/Sachets
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- Key points
- Positioning as natural and safer alternative to chemical air fresheners and candles drives sales
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- Figure 11: FDMx sales and forecast of potpourri/sachets, at current prices, 2004-14
Retail Channels
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- Key points
- Food stores continue to lose sales to other FDMx
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- Figure 12: FDMx sales of air fresheners, by retail channel, 2007 and 2009
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- Figure 13: Price per unit for FDMx air fresheners, by retail channel, 2004-08
- Companies with the largest number of new products
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- Figure 14: New U.S. introductions of air fresheners and deodorizers, by company, 2007 and 2009
Retail Channels—Food Stores
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- Key points
- Food store sales declines begin just prior to economic recession
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- Figure 15: FDMx sales of air fresheners through food stores, 2004-09
Retail Channels—Other FDMx
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- Key points
- Strong sales growth falters as consumers migrate to Walmart
- Mass market décor air fresheners migrate into aircare aisle in FDMx
- Seeing spots at Target
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- Figure 16: FDMx sales of air fresheners through other FDMx, 2004-09
Market Drivers
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- Unemployment and falling HH incomes challenge the industry
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- Figure 17: Median household income in inflation-adjusted dollars, 1998-2008
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- Figure 18: Reasons for reduced spending on air fresheners in past year, September 2009
- Nesting drives sales of high-end air fresheners
- Concern about safety
- Germophobia as H1N1 spreads
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- Figure 19: FDMx sales of spray disinfectants and hand sanitizers, 2004-08
- Blacks and Hispanics help drive growth
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- Figure 20: Usage of air fresheners, by race/Hispanic origin February 2008-March 2009
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- Figure 21: Population, by race and Hispanic origin, 2004-14
Leading Companies
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- Key points
- Major manufacturers see sales decline
- Price is not everything even to consumers on a budget
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- Figure 22: FDMx sales of leading air freshener products companies, 2008 and 2009
Brand Share—Home Air Fresheners
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- Key points
- SC Johnson and Reckitt Benckiser go high-tech but overall post losses
- Dial Corporation relies on lower-priced passive delivery systems for growth
- Febreze Home Collection shows décor’s importance
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- Figure 23: FDMx brand sales of home air fresheners in the U.S., 2008 and 2009
Brand Share—Car Air Fresheners
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- Key points
- Little Trees remains leader while others rise and fall
- New products give consumers control over scent and mood in the car
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- Figure 24: FDMx brand sales of automobile air fresheners the U.S., 2008 and 2009
Brand Share—Potpourri/Sachets
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- Key points
- Fragmented segment with no main player
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- Figure 25: FDMx brand sales of potpourri/sachets in the U.S., 2008 and 2009
Brand Qualities
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- Clean and green court consumers wary of synthetic fragrances
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- Figure 26: FDMx sales of selected natural brands of air fresheners, 2006-09
Innovation and Innovators
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- Figure 27: New product claims, 2007 and 2009
- Automated dispensing
- Luminary; taking the flameless candle one step further
- Adjustable scents for car
- Portability allows for air freshener use anywhere
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Advertising and Promotion
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- Overview
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- Figure 28: Selected air freshener, fabric refreshers, and candle brands media spending, 2007 and 2008
- Convenience and making life easier
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- Figure 29: Air Wick FreshMatic Mini, 2009
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- Figure 30: Air Wick FreshMatic Ultra, 2009
- Embarrassment as a marketing tool
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- Figure 31: Febreze (Multi-Products), 2009
- Safety
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- Figure 32: Febreze Flameless Luminaries, 2009
- Humor
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- Figure 33: Glade Sense & Spray, 2009
- Individuality
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- Figure 34: Renuzit Crystal Elements, 2009
Usage of Air Fresheners
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- Key points
- Stagnant usage incidence over time
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- Figure 35: Trended usage of air fresheners, 2000/01-2008/09
- Usage by type
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- Figure 36: Usage of air freshener, by type, September 2009
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- Figure 37: Types of air fresheners used, by gender, September 2009
- Where in the home air fresheners are used
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- Figure 38: Where air fresheners are used in the home, by type of air fresheners, September 2008
- Reasons for air freshener usage
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- Figure 39: Reasons for air freshener usage, by type of air fresheners (1), September 2008
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- Figure 40: Reasons for air freshener usage, by type of air fresheners (2), September 2008
Attitudes
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- Key points
- Attitudes towards air fresheners
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- Figure 41: Attitudes towards and preferences for air fresheners, by gender, September 2009
- What influences purchase of air fresheners
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- Figure 42: Attributes that prompt purchasing of air fresheners, by age, September 2009
- Reasons for reduced spending on air fresheners
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- Figure 43: Reasons for reduced spending on air fresheners, by age, September 2009
- Reasons for increased spending on air fresheners
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- Figure 44: Reasons for increased spending on air fresheners, by age, September 2009
Where You Shop
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- Key points
- Walmart is preferred place of purchase
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- Figure 45: Where air fresheners are purchased, summary of always/usually, September 2009
Scents
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- Key points
- Fresh is in
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- Figure 46: Air freshener scents used most frequently, by presence of children in the household, September 2009
Brands Used
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- Key points
- Febreze and Glade used by more than two in five respondents
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- Figure 47: Brand of air freshener used, by type, February 2008-March 2009
Race and Hispanic Origin
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- Key points
- Overall usage varies by race/Hispanic origin
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- Figure 48: Usage of air fresheners, by race/Hispanic origin, February 2008-March 2009
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- Figure 49: Types of air fresheners used, by race/Hispanic origin, September 2009
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- Figure 50: Attitudes towards and preferences for air fresheners, by race/Hispanic origin, September 2009
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- Figure 51: Where air fresheners are purchased, summary of always/usually, by race/Hispanic origin, September 2009
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- Figure 52: Air freshener scents used most frequently, by race/Hispanic origin, September 2009
Cluster Analysis
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- Air Maximizers
- Who they are
- Opportunity
- Fresh Air on a Budget
- Who they are
- Opportunity
- Stale Air
- Who they are
- Opportunity
- Characteristic tables:
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- Figure 53: Air freshener clusters, September 2009
- Figure 54: Usage of air fresheners, by type, by air freshener clusters, September 2009
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- Figure 55: Attitudes toward and preferences for air fresheners, by air freshener clusters, September 2009
- Figure 56: Attributes that prompt purchasing of air fresheners, by air freshener clusters, September 2009
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- Figure 57: Where air fresheners are purchased, by air freshener clusters, September 2009
- Figure 58: Air freshener scents used most frequently, by air freshener clusters, September 2009
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- Figure 59: Reasons for reduced spending on air fresheners, by air freshener clusters, September 2009
- Figure 60: Reasons for increased spending on air fresheners, by air freshener clusters, September 2009
- Demographic tables:
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- Figure 61: Air freshener clusters, by gender, September 2009
- Figure 62: Air freshener clusters, by age, September 2009
- Figure 63: Air freshener clusters, by household income group, September 2009
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- Figure 64: Air freshener clusters, by race, September 2009
- Figure 65: Air freshener clusters, by Hispanic origin, September 2009
- Cluster methodology:
Custom Consumer Groups
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- Gender and presence of children affect product choices and attitudes
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- Figure 66: Usage of air fresheners, by type, use regularly, by gender and presence of children in the household, September 2009
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- Figure 67: Air freshener scents used most frequently, by gender and presence of children in the household, September 2009
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- Figure 68: Attitudes toward and preferences for air fresheners, by gender and presence of children, September 2009
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- Figure 69: Attributes that prompt purchasing of air fresheners, by gender and presence of children in the household, September 2009
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- Figure 70: Where air fresheners are purchased, summary of always/usually, by gender and presence of children in the household, September 2009
IRI/Builders—Key Household Purchase Measures
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- Overview of air fresheners
- Home air fresheners
- Consumer insights on key purchase measures—home air fresheners
- Brand map
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- Figure 71: Brand map, selected brands of home air fresheners, buying rate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 72: Key purchase measures for the top brands of home air fresheners, by household penetration, 2008*
- Auto air fresheners
- Consumer insights on key purchase measures—auto air fresheners
- Brand map
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- Figure 73: Brand map, selected brands of auto air fresheners, buying rate, by household penetration, 2008*
- Brand leader characteristics
- Key purchase measures
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- Figure 74: Key purchase measures for the top brands of auto air fresheners, by household penetration, 2008*
Appendix: Other Useful Consumer Tables
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- Usage
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- Figure 75: Types of air fresheners used, summary of use regularly, by presence of children in household, September 2009
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- Figure 76: Types of air fresheners used, summary of use regularly, by age, September 2009
- Place of purchase
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- Figure 77: Where air fresheners are purchased, summary of always/usually, by presence of children in the household, September 2009
- Scents
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- Figure 78: Air freshener scents used most frequently, by gender, September 2009
- Attitudes toward and preferences for air fresheners
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- Figure 79: Attitudes towards and preferences for air fresheners, by presence of children in household, September 2009
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- Figure 80: Attitudes towards and preferences for air fresheners, by age, September 2009
- What influences purchase of air fresheners
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- Figure 81: Attributes that prompt purchasing of air fresheners, by gender, September 2009
- Brands used
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- Figure 82: Brands of air fresheners used, by presence of children in the household, February 2008-March 2009
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- Figure 83: Brands of air fresheners used, by race/Hispanic origin, February 2008-March 2009
Appendix: Trade Associations
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