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
- Abbreviations
- Terms
Executive Summary
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- Continued declines despite reports of consistent penetration
- New product introductions down, but private label shows innovation
- Competition from cleaners and candles pigeonhole air fresheners
- Refills may revive home segment
- Potpourri/sachets only segment on an upward move
- Auto market in low gear, in need of new products
- Drug stores hit hardest in sales decline
- Shift in the future for the big four?
- Where isn’t Febreze?
- Web presence focuses on narrative and function
- Brands on the attack—increased spend and biting jabs
- Price sells
- Spray is the way
- Vanilla, “fresh and clean,” lead scent preferences
- Room for growth among Asians and whites
Insights and Opportunities
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- Separate messages for men and women
- A product for each room, a product for each purpose
- Snuffing out negative perceptions
- New products or new packaging?
- Let ’em smell it
Inspire Insights
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- Trend: Experience is All
Market Size and Forecast
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- Key points
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- Figure 1: U.S. FDMx sales of air fresheners, at current prices, 2005-15
- Figure 2: U.S. FDMx sales of air fresheners, at inflation-adjusted prices, 2005-15
- Fan chart forecast
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- Figure 3: Fan-cast forecast at 50-95% confidence levels, 2005-15
- Walmart sales
Market Drivers
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- Key points
- Buying smarter in the new normal
- Green fades but remains relevant
- New product introductions down—chicken or egg?
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- Figure 4: U.S. introductions of new air fresheners, by segment, 2009 vs. 2010
- Allergies and asthma
Competitive Context
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- Key points
- Odor neutralizing claim in non-air care products on the rise
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- Figure 5: Household care products with odor neutralizing claim, 2009 and 2010
- Competition from candles
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- Figure 6: FDMx sales: candles vs. air fresheners, 2005-10
Segment Performance
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- Key points
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- Figure 7: FDMx sales of air fresheners, by segment, 2009 vs. 2010
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- Figure 8: FDMx price per unit of air fresheners, by segment, 2005-10
Segment Performance—Home Air Fresheners
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- Key points
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- Figure 9: U.S. FDMx sales and forecast of home air fresheners, at current prices, 2005-15
Segment Performance—Potpourri/Sachets
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- Key points
- New products lift potpourri/sachets
- Rising PPU keeps sales growing
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- Figure 10: U.S. FDMx sales and forecast of potpourri/sachets, at current prices, 2005-15
Segment Performance—Automobile Air Fresheners
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- Key points
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- Figure 11: sales and forecast of automobile air fresheners, at current prices, 2005-15
Retail Channels
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- Key points
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- Figure 12: U.S. FDMx sales of air fresheners, by retail channel, 2009 and 2010
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- Figure 13: Price per unit for FDMx air fresheners, by retail channel, 2005-10
Retail Channels—Food Stores
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- Key points
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- Figure 14: FDMx sales of air fresheners through food stores, 2005-10
Leading Companies
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- Key points
- Field levels as Dial makes gains
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- Figure 15: FDMx sales of leading air freshener products companies, 2009 vs. 2010
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- Figure 16: FDMx sales of leading air freshener products companies, 2005 vs. 2009
- Private label new product releases on the rise
Brand Share—Home Air Fresheners
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- Key points
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- Figure 17: FDMx brand sales of home air fresheners in the U.S., 2009 and 2010
Brand Share—Potpourri/Sachets
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- Key points
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- Figure 18: FDMx brand sales of potpourri/sachets in the U.S., 2009 vs. 2010
Brand Share—Automobile Air Fresheners
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- Key points
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- Figure 19: U.S. FDMx brand sales of automobile air fresheners, 2009 vs. 2010
Brand Qualities
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- Febreze tackles the NFL
- Glade adds functions to web presence and focuses on narrative
Innovations and Innovators
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- New product introductions slow
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- Figure 20: U.S. introductions of air fresheners and deodorizers, by company, 2009 vs. 2010
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- Figure 21: U.S. new product claims, 2009 vs. 2010
- A different product for every room
- Products move beyond masking odors
Marketing Strategies
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- Overview
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- Figure 22: Air freshener, fabric refreshers, and candle brands media spending, 2008 vs. 2009
- Brands on the attack in television ads
- Febreze introduces Set & Refresh
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- Figure 23: Febreze Set & Refresh TV ad, 2010
- Lysol Neutra Air eliminates odors at their source
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- Figure 24: Lysol Neutra Air TV ad, 2010
- Glade relaxes, recharges, and restores
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- Figure 25: Glade Relaxing Moments Collection TV ad, 2010
- Glade works smart
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- Figure 26: Glade Sense & Spray TV ads, 2010
- Digital marketing
- SC Johnson
- The Body Shop
Usage
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- Key points
- Steady usage over a decade
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- Figure 27: Trended usage of air fresheners, 2002 vs. 2006 vs. 2010
- Sprays most commonly used product
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- Figure 28: Use of air freshener, by type, July-August 2010
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- Figure 29: Types of air fresheners used, by gender, July-August 2010
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- Figure 30: Types of air fresheners used, by household income, July-August 2010
Attitudes and Motivations
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- Key points
- Negative perceptions of category abound
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- Figure 31: Negative perceptions of air fresheners, by gender, July-August 2010
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- Figure 32: Motivations for using air fresheners, July-August 2010
- Attitudes vary substantially by sex
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- Figure 33: Motivations for using air fresheners, by gender, July-August 2010
Product Selection
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- Key points
- Price reigns
- Fragrance familiarity beats product familiarity
- Keeping sniffles at bay
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- Figure 34: Factors used to select air fresheners, July-August 2010
- Oldest and youngest stray from the pack
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- Figure 35: Factors used to select air fresheners, by age, July-August 2010
Scent Choice
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- Vanilla, “fresh and clean,” lead scent preferences
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- Figure 36: Air freshener scents used most frequently, by HH income, July-August 2010
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- Figure 37: Air car products, by fragrance, 2010
Brands Used
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- Febreze and Glade on top
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- Figure 38: Brand of air freshener used, by type, July 2009-March 2010
Place of Purchase
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- Consumers prefer to purchase in person
- Grocery stores tied with Walmart
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- Figure 39: Place of purchase, 2009 vs. 2010
Race and Hispanic Origin
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- Key points
- Blacks carry special relationship with category
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- Figure 40: Usage of air fresheners, by race/Hispanic origin, July 2009-March 2010
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- Figure 41: Types of air fresheners used, by race/Hispanic origin, July-August 2010
- Asians carry more negative attitudes towards category as a whole
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- Figure 42: Attitudes towards air fresheners, by race/Hispanic origin, July-August 2010
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- Figure 43: Air freshener scents used most frequently, by race/Hispanic origin, July-August 2010
Cluster Analysis
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- Wholeistics
- Demographics
- Characteristics
- Opportunity
- Bold Scenters
- Demographics
- Characteristics
- Opportunity
- Maskers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 44: Air fresheners clusters, July-August 2010
- Figure 45: Types of air fresheners used regularly, by clusters, July-August 2010
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- Figure 46: Types of air fresheners used occasionally, July-August 2010
- Figure 47: Attitudes towards air fresheners, by clusters, July-August 2010
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- Figure 48: Behaviors related to purchasing air fresheners, by clusters, July-August 2010
- Figure 49: Factors influencing air freshener selection, by clusters, July-August 2010
- Cluster demographics
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- Figure 50: Air fresheners clusters, by gender, July-August 2010
- Figure 51: Air fresheners clusters, by age group, July-August 2010
- Figure 52: Air fresheners clusters, by household income, July-August 2010
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- Figure 53: Air fresheners clusters, by race, July-August 2010
- Figure 54: Air fresheners clusters, by Hispanic origin, July-August 2010
- Cluster methodology
Custom Consumer Groups—Focus on Moms
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- Moms more engaged all around
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- Figure 55: Types of air fresheners used regularly, by gender/presence of children in the household, July-August, 2010
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- Figure 56: Scents used most frequently, by gender/presence of children in the household, July-August 2010
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- Figure 57: Attitudes towards air fresheners, by gender/presence of children, July-August 2010
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- Figure 58: Decision influencers, by gender/presence of children in the household, July-August 2010
IRI/Builders—Key Household Purchase Measures
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- Overview
- Home air fresheners
- Consumer insights on key purchase measures
- Brand map
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- Figure 59: Brand map, selected brands of home air fresheners buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 60: Key purchase measures for the top brands of home air fresheners, by household penetration, 2009*
- Automobile air fresheners
- Consumer insights on key purchase measures
- Brand map
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- Figure 61: Automobile air freshener buying rate, by household penetration, 2009*
- Brand leader characteristics
- Key purchase measures
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- Figure 62: Key purchase measures for brands of automobile air fresheners, by household penetration, 2009*
Appendix—Trade Associations
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