Table of Contents
Introduction
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- Definitions
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best- and worst-case forecast UK retail sales of air care products, 2006-16
- Growth in sales picking up during 2011
- Electric air care the biggest segment
- Market factors
- Link between wanting a clean and a fresh home
- Home entertaining triggers home freshening
- Putting the finishing touches to a room
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- Figure 2: Attitudes towards the home and cooking, 2011
- More homes creates more demand for air care
- Fewer smokers but plenty of pets
- Companies, brands and innovation
- Air Wick leads the air care market
- High level of NPD activity
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- Figure 3: Air care’s share of new product launches in household care, January 2010-August 2011
- Strong advertising support for leading brands
- The consumer
- Usage increases in last two years
- Aerosol sprays the most widely used product
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- Figure 4: Usage of air care products, August 2011
- Living rooms and bathrooms the main focus
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- Figure 5: Usage of any air care products in rooms, August 2011
- Well-known brands the preferred choice
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- Figure 6: Attitudes towards shopping for air care products, August 2011
- Mixing personal favourites with a bit of variety
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- Figure 7: Factors important when choosing air fresheners, August 2011
- Improving ambience for visiting guests
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- Figure 8: Attitudes towards air fresheners and air care, August 2011
- What we think
Issues in the Market
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- What factors are most likely to influence demand for air fresheners?
- How do usage patterns highlight opportunities for growing sales?
- To what extent does the type of fragrance determine product choice?
- How is improved control of fragrance release changing the market?
- Do brands or price have the bigger influence on shopping behaviour?
- What are the barriers to wider and heavier usage of air care products?
Future Opportunities
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- Trend: Mood to Order
- Trend: Creature Comfort
Internal Market Environment
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- Key points
- Link between a clean and fresh smelling home
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- Figure 9: Attitudes towards home and cleaning, 2006-11
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- Figure 10: Attitudes towards home and cleaning, by use of air fresheners or scented candles, 2011
- Home entertaining a boost to air care
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- Figure 11: Attitudes towards the home and cooking, 2006-11
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- Figure 12: Attitudes towards the home and cooking, by use of air fresheners or scented candles, 2011
- More cars on the road that need freshening
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- Figure 13: Numbers of car sales and the UK car parc, 2006-10
Broader Market Environment
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- Key points
- More homes will drive more demand for air care
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- Figure 14: UK households, by size, 2006-16
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- Figure 15: Number of bathrooms, bedrooms and living rooms in home, 2006-11
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- Figure 16: Number of bathrooms, bedrooms and living rooms in home, by use of air fresheners or scented candles, 2011
- Link between dog ownership and heavier use of air care products
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- Figure 17: Pet ownership and incidence of smoking, 2007-11
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- Figure 18: Pet ownership and smokers, by use of air fresheners or scented candles, 2011
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Wide and changing range of air care products
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- Figure 19: New product launches in the UK air care market, % by product type, 2006-11
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- Figure 20: New product launches in the UK air care market, % share by own-label/branded, 2006-11
- Air Wick accounts for largest number of 2010 launches
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- Figure 21: New product launches in the UK air care market, % share by company, 2006-11
- Increasing focus on neutralising odours
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- Figure 22: New product launches in the UK air care market, % share by claim, 2006-11
- Fruity fragrances overtake floral scents
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- Figure 23: New product launches in the UK air care market, % share by fragrance component group, 2006-11
- Range extensions playing a bigger part in NPD
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- Figure 24: New product launches in the UK air care market, % share by launch type, 2006-11
Competitive Context
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- Key points
- Air fresheners underperform household care
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- Figure 25: Comparison of air fresheners and air care with other household care markets, 2008-10
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- Figure 26: Air care’s share of new product launches in household care, January 2010-August 2011
Market Size and Forecast
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- Key points
- Growth in air care picks up during 2011
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- Figure 27: UK retail value sales and forecast of air fresheners and air care products, 2006-16
- The future
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- Figure 28: UK best- and worst-case forecast of sales of air fresheners and air care products, 2006-16
- Forecast methodology
Segment Performance
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- Key points
- Scented candles showing strong growth
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- Figure 29: UK retail value sales of air fresheners and air care products, by segment, 2010 and 2011
Market Share
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- Key points
- Air Wick leads the air care market
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- Figure 30: Estimated brand value shares in air fresheners and air care, 2009 and 2010
Companies and Products
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- Procter & Gamble
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- Figure 31: New product launches by P&G in the UK air fresheners and air care market, December 2010-August 2011
- Reckitt Benckiser
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- Figure 32: New product launches by RB in the UK air fresheners and air care market, December 2010-August 2011
- SC Johnson
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- Figure 33: New product launches by SC Johnson in the UK air fresheners and air care market, December 2010-August 2011
- Cadum & IBA
- Holt Lloyd
- MS George
- Saxon Industries
- Other companies
Brand Research
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- Brand map
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- Figure 34: Attitudes towards and usage of air freshener and air care brands, August 2011
- Correspondence analysis
- Brand attitudes
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- Figure 35: Attitudes, by air freshener and air care brand, August 2011
- Brand personality
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- Figure 36: Air freshener and air care brand personality – macro image, August 2011
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- Figure 37: Air freshener and air care brand personality – micro image, August 2011
- Brand experience
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- Figure 38: Air freshener and air care brand usage, August 2011
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- Figure 39: Satisfaction with various air freshener and air care brands, August 2011
- Figure 40: Consideration of air freshener and air care brands, August 2011
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- Figure 41: Consumer perceptions of current air freshener and air care brand performance, August 2011
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- Figure 42: Air freshener and air care brand recommendation – Net Promoter Score, August 2011
- Brand index
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- Figure 43: Air freshener and air care brand index, August 2011
- Figure 44: Air freshener and air care brand index vs. recommendation, August 2011
- Target group analysis
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- Figure 45: Target groups, August 2011
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- Figure 46: Air freshener and air care brand usage, by target groups, August 2011
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Increase in advertising seen during 2010
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- Figure 47: Main media advertising expenditure on air fresheners/fragrances, 2007-11
- P&G leads spending on air care
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- Figure 48: Main media advertising expenditure on air fresheners/fragrances, by advertiser, 2007-11
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- Figure 49: Main media advertising expenditure on air fresheners/fragrances, by top ten brands, January-August 2011
- TV dominates total advertising
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- Figure 50: Main media advertising expenditure on air fresheners/fragrances, % share by media type, 2007-11
Channels to Market
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- Key points
- Grocery stores account for bulk of sales
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- Figure 51: UK retail value sales of air fresheners and air care products, by outlet type, 2009-11
Consumer – Product Usage and Frequency
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- Key points
- Recent growth in usage of air care products
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- Figure 52: Penetration and frequency of using air fresheners or scented candles, 2006-11
- Aerosol sprays used by the most people
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- Figure 53: Usage of air care products, by type of product, August 2011
- Scented candles most used in the living/dining room
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- Figure 54: Rooms where air care products are used, by product users, August 2011
- Air care most used in living rooms and bathrooms
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- Figure 55: Usage of any air care products in rooms, August 2011
- Majority of people use four or more products
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- Figure 56: Repertoire of usage of air care products, August 2011
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- Figure 57: Repertoire of rooms where air fresheners are used, August 2011
Consumer – Shopping Behaviour
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- Key points
- Well-known brands the usual choice
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- Figure 58: Attitudes towards shopping for air care products, August 2011
- Few users buy the cheapest product available
- Promotions have a big influence on product choice
- New scents a major driver for product experimentation
Consumer – Factors Influencing Choice
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- Key points
- Personal favourites and a variety of scents
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- Figure 59: Importance of factors influencing choice of air care products, August 2011
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- Figure 60: Factors important in influencing choice of air care products, August 2011
- Strong interest in adjusting fragrance intensity
- Odour detection more popular than movement sensors
- Eliminating odours but not irritating allergies
Attitudes Towards Air Fresheners and Air Care
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- Key points
- Making the home smell fresh for visiting guests
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- Figure 61: Attitudes towards air fresheners and air care, August 2011
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- Figure 62: Attitudes towards air fresheners and air care products, August 2011
- Primary function covering up unpleasant smells
- Need for more light and natural scents
Appendix – Internal Market Environment
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- Figure 63: Attitudes towards home and cleaning, by demographics, 2011
- Figure 64: Attitudes towards spending time at home, by demographics, 2011
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Appendix – Market Size and Forecast
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- Figure 65: Best case/worst case forecast for UK retail sales of air fresheners and air care products , at current prices, 2011-16
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Appendix – Brand Research
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- Figure 66: Brand usage, August 2011
- Figure 67: Brand commitment, August 2011
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- Figure 68: Brand momentum, August 2011
- Figure 69: Brand diversity, August 2011
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- Figure 70: Brand satisfaction, August 2011
- Figure 71: Brand recommendation, August 2011
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- Figure 72: Brand attitude, August 2011
- Figure 73: Brand image – macro image, August 2011
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- Figure 74: Brand image – micro image, August 2011
- Figure 75: Profile of target groups, by demographic, August 2011
- Figure 76: Psychographic segmentation, by target group, August 2011
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- Figure 77: Brand usage, by target group, August 2011
- Brand index
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- Figure 78: Brand index, August 2011
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Appendix – Product Usage and Frequency
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- Figure 79: Penetration and frequency of use of air fresheners or scented candles, by demographics, 2011
- Figure 80: Usage of air fresheners – aerosol spray, by demographics, August 2011
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- Figure 81: Usage of air fresheners – other manual spray (including click spray), by demographics, August 2011
- Figure 82: Usage of air fresheners – plug-in air freshener, by demographics, August 2011
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- Figure 83: Usage of air fresheners – automatic/battery-operated standalone spray, by demographics, August 2011
- Figure 84: Usage of air fresheners – solid blocks/gels, by demographics, August 2011
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- Figure 85: Usage of air fresheners – scented oils/reed diffusers, by demographics, August 2011
- Figure 86: Usage of air fresheners – scented candles, by demographics, August 2011
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- Figure 87: Usage of air fresheners – car freshener, by demographics, August 2011
- Figure 88: Usage of air fresheners – other (eg drawer, fridge fresheners), by demographics, August 2011
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- Figure 89: Usage of aerosol spray – rooms where used, by demographics, August 2011
- Figure 90: Usage of other manual spray (including click spray) – rooms where used, by demographics, August 2011
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- Figure 91: Usage of plug-in air freshener – rooms where used, by demographics, August 2011
- Figure 92: Usage of automatic/battery-operated standalone spray – rooms where used, by demographics, August 2011
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- Figure 93: Usage of solid blocks/gels – rooms where used, by demographics, August 2011
- Figure 94: Usage of scented oils/reed diffusers – rooms where used, by demographics, August 2011
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- Figure 95: Usage of scented candles – rooms where used, by demographics, August 2011
- Figure 96: Usage of other fresheners (eg drawer, fridge fresheners) – rooms where used, by demographics, August 2011
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- Figure 97: Usage of air fresheners in rooms, by demographics, August 2011
- Figure 98: Usage of air fresheners, by repertoire of usage of air fresheners, August 2011
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- Figure 99: Repertoire of usage of air fresheners, by demographics, August 2011
- Figure 100: Usage of air fresheners in rooms, by repertoire of usage of air fresheners in rooms, August 2011
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- Figure 101: Repertoire of usage of air fresheners in rooms, by demographics, August 2011
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Appendix – Shopping Behaviour
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- Figure 102: Most popular agreement with statements on buying behaviour, by demographics, August 2011
- Figure 103: Next most popular agreement with statements on buying behaviour, by demographics, August 2011
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Appendix – Factors Influencing Choice
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- Figure 104: Importance of offered in a variety of scents influencing choice of air care products, by demographics, August 2011
- Figure 105: Importance of offered in my preferred scent influencing choice of air care products, by demographics, August 2011
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- Figure 106: Importance of able to eliminate strong odours influencing choice of air care products, by demographics, August 2011
- Figure 107: Importance of long-lasting scent influencing choice of air care products, by demographics, August 2011
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- Figure 108: Importance of natural product influencing choice of air care products, by demographics, August 2011
- Figure 109: Importance of can adjust intensity of scent/fragrance influencing choice of air care products, by demographics, August 2011
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- Figure 110: Importance of offered in dual or multi-scent influencing choice of air care products, by demographics, August 2011
- Figure 111: Importance of automatically senses movement and produces scent influencing choice of air care products, by demographics, August 2011
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- Figure 112: Importance of automatically detects odours and produces scent influencing choice of air care products, by demographics, August 2011
- Figure 113: Importance of can control time intervals for release of scent/fragrance influencing choice of air care products, by demographics, August 2011
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- Figure 114: Importance of matches décor of room or has artistic look influencing choice of air care products, by demographics, August 2011
- Figure 115: Importance of doesn’t irritate allergies influencing choice of air care products, by demographics, August 2011
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- Figure 116: Importance of kills bacteria influencing choice of air care products, by demographics, August 2011
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Appendix – Attitudes Towards Air Fresheners and Air Care
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- Figure 117: Agreement with statement ‘Most just mask odours temporarily but don’t get rid of them’, by demographics, August 2011
- Figure 118: Agreement with statement ‘Some air fresheners give me headaches or bother my sinuses’, by demographics, August 2011
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- Figure 119: Agreement with statement ‘I mostly use air fresheners for covering up unpleasant smells (eg smoking, pets)’, by demographics, August 2011
- Figure 120: Agreement with statement ‘I don’t like the artificial smell of most air fresheners’, by demographics, August 2011
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- Figure 121: Agreement with statement ‘I use different scents for different purposes or areas of my home’, by demographics, August 2011
- Figure 122: Agreement with statement ‘I prefer a light and subtle scent to a more intense one’, by demographics, August 2011
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- Figure 123: Agreement with statement ‘I do not use some air fresheners as I am concerned about the chemicals they use’, by demographics, August 2011
- Figure 124: Agreement with statement ‘I use air fresheners to help make my home smell fresh for visiting guests’, by demographics, August 2011
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- Figure 125: Agreement with statement ‘I would give scented candles such as Air Wick or Glade as a gift’, by demographics, August 2011
- Figure 126: Agreement with statement ‘I use scented candles to add ambience to a room’, by demographics, August 2011
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- Figure 127: Agreement with statement ‘I prefer to open the windows to freshen up the room’, by demographics, August 2011
- Figure 128: Agreement with statement ‘I prefer fresh cut flowers to freshen up a room’, by demographics, August 2011
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