Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Terms
Executive Summary
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- Market and sales trends
- Market falls as consumers pare back discretionary purchases
- Multiple challenges to market
- Candles and cleaners compete with air fresheners
- Home air fresheners perform above par from 2009-11
- Potpourri and automobile air freshener sales decline
- “Other channels” comprise 70% of retail market
- Four companies dominate the supply structure
- Brand shares by segments
- Product trends and marketing strategies
- New product introductions primarily in non-powered and branded products
- New scents, products, and trends
- Major branding and marketing strategies
- Consumer use of and attitudes toward air fresheners
- More than three quarters use air fresheners
- Bathroom is most widely used location of air fresheners
- Effectiveness and longevity top factors in product selection
- Attitudes about effectiveness, allergies, multipacks, and more
- Shopping habits and scent testing, brands, packaging, and “green”
- Food-related and home scents are most popular
- Multiethnic consumers use more air freshener
Insights and Opportunities
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- Outreach to young, multiethnic population with viral campaigns
- Outreach to moms
- Promoting offerings that are natural and hypoallergenic
- Scent cohesion and packages with multiple scented products
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- Figure 1: Impact of use of air fresheners on use of carpet deodorizers, February 2010-March 2011
Inspire Insights
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- Trend: Perfecting the Details
- Trend: Guiding Choice
Market Size and Forecast
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- Key points
- Market in decline from 2006-11
- Sales and forecast of air fresheners
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- Figure 2: Total U.S. retail sales and forecast of air fresheners, at current prices, 2006-16
- Figure 3: Total U.S. retail sales and forecast of air fresheners, at inflation-adjusted prices, 2006-16
- Fan chart forecast
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- Figure 4: Total sales and fan chart forecast of air freshener market, at current prices, 2005-15
- Walmart sales
Market Drivers
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- Key points
- Consumers pinch pennies in uncertain economy
- Consumer confidence offers measure of slow recovery in spending
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- Figure 5: University of Michigan’s index of consumer sentiment (ICS)*, 2006-11
- Concerns about allergens and chemicals in air fresheners
- Interest in more eco-friendly products and practices
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- Figure 6: Interest in eco-friendly air fresheners and green company policies, August 2011
- Demographic shifts shape demand for air fresheners
- Slowdown in the growth of U.S. households dampens market expansion
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- Figure 7: Number of U.S. households, 2000-10
- As whites age, a growing young multiethnic population becomes key consumer base
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- Figure 8: Population, by race and Hispanic origin, 2006-16
Competitive Context
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- Key points
- Scented candles offer alternative to air fresheners
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- Figure 9: Use of candles to add ambience, by gender, August 2011
- Other household products that combat odor compete with air fresheners
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- Figure 10: New product introductions in major household care categories with odor neutralizing claim, 2010 and 2011
Segment Performance
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- Key points
- In context of weak market, home segment posts strongest performance
- Sales of air fresheners, by segment
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- Figure 11: Total sales of air fresheners, segmented by type, 2009 and 2011 (est.)
Segment Performance—Plug-in/Electric or Battery Operated Air Fresheners
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- Key points
- Plug-in/electric, battery operated products see relative improvement in 2011
- Sales and forecast of plug-in/electric or battery operated air fresheners
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- Figure 12: Total sales and forecast of plug-in/electric or battery operated air fresheners, at current prices, 2006-16
Segment Performance—Aerosol Air Fresheners
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- Key points
- Aerosols perform comparably well, even in downturn
- Sales and forecast of aerosol air fresheners
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- Figure 13: Total sales and forecast of aerosol air fresheners, at current prices, 2006-16
Segment Performance—Slow-release Air Fresheners
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- Key points
- Sales fall more than 40% in weak-performing segment
- Sales and forecast of slow-release air fresheners
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- Figure 14: Total sales and forecast of slow-release air fresheners, at current prices, 2006-16
Segment Performance—Scented Burners
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- Key points
- Small segment posts strong growth
- Sales and forecast of scented burners
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- Figure 15: Total sales and forecast of scented burner air fresheners, at current prices, 2006-16
Segment Performance—Potpourri/Sachets
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- Key points
- Sales and forecast of potpourri/sachet air fresheners
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- Figure 16: Total sales and forecast of potpourri/sachet air fresheners, at current prices, 2006-16
Segment Performance—Automobile Air Fresheners
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- Key points
- Sales and forecast of automobile air fresheners
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- Figure 17: Total sales and forecast of automobile air fresheners, at current prices, 2006-16
Retail Channels
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- Key points
- Sales of air fresheners, by channel
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- Figure 18: Sales of air fresheners, by channel, 2009 and 2011
Retail Channels—Supermarkets
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- Key points
- Supermarket sales of air fresheners
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- Figure 19: Supermarket sales of air fresheners, at current prices, 2006-11
Retail Channels—Drug Stores
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- Key points
- Drug store sales of air fresheners
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- Figure 20: drug store sales of air fresheners, at current prices, 2006-11
Retail Channels—Other Channels
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- Key points
- Other channel sales of air fresheners
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- Figure 21: Other channel sales of air fresheners, at current prices, 2006-11
Leading Companies
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- Key points
- Four top companies hold more than 80% market share
- Manufacturer sales of air fresheners
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- Figure 22: Manufacturer FDMx sales of air fresheners, 2010 and 2011
Brand Share—Aerosol Air Fresheners
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- Key points
- P&G holds strong lead in aerosol segment
- Manufacturer sales of aerosol air fresheners
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- Figure 23: Manufacturer FDMx sales of aerosol air fresheners, 2010 and 2011
Brand Share—Slow-release Air Fresheners
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- Key points
- Renuzit is dominant slow-release brand
- Manufacturer sales of slow-release air fresheners
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- Figure 24: Manufacturer FDMx sales of slow-release air fresheners, 2010 and 2011
Brand Share—Plug-in and Battery-operated Air Fresheners
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- Key points
- Air Wick and Glade vie for top position
- Manufacturer sales of plug-in/electric or battery operated air fresheners
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- Figure 25: Manufacturer FDMx sales of plug-in/electric or battery operated air fresheners, 2010 and 2011
Brand Share—Scented Burners
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- Key points
- Manufacturer sales of scented burners
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- Figure 26: Manufacturer FDMx sales of scented burners, 2010 and 2011
Brand Share—Automobile Air Fresheners
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- Key points
- American Covers carves out share with new scents and diffusers
- SC Johnson only major supplier with a presence in the segment
- Manufacturer sales of automobile air fresheners
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- Figure 27: Manufacturer FDMx sales of automobile air fresheners, 2010 and 2011
Brand Share—Potpourri
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- Key points
- Private label and other suppliers dominate fragmented segment
- Manufacturer sales of potpourri
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- Figure 28: Manufacturer FDMx sales of potpourri, 2010 and 2011
Innovations and Innovators
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- Key points
- New product introductions decline in 2011
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- Figure 29: Air freshener product introductions, powered v. non-powered, 2006-11
- Private label accounts for a third of innovations in 2011
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- Figure 30: Air freshener product introductions, private label vs. branded, 2006-11
- Yankee Candle rolls out the most new products
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- Figure 31: Air freshener new product introductions, by manufacturer, 2006-11
- Floral and green/herbal woody scents top 2011 product offerings
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- Figure 32: U.S. air fresheners new product introductions, by fragrance group, 2006-11
- Trends in scented products
- Mood-boosting scents and aromatherapy products for health and spirit
- New systems to detect odors or deliver scent more efficiently
- Air Wick’s Freshmatic Odor Detector is first “smart” spray device
- Air Wick’s Flip & Fresh offers portable, adjustable scented oil distribution
- P&G’s Set & Refresh offers slowly released oil
- Sense & Spray integrates motion-detection technology
- Fashionable and elegant reed diffusers and scent distributors
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: P&G Febreze
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- Figure 33: Brand analysis of Febreze, 2011
- “Be Happy” campaign for Febreze brand
- Online initiatives of Febreze
- TV ads showcase qualities of Febreze Home Collection
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- Figure 34: Febreze television ad, 2010
- Febreze as “Official Air Freshener of the NFL”
- Brand analysis: SC Johnson’s Glade
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- Figure 35: Brand analysis of Glade, 2011
- Online initiatives of Glade
- Glade “Sense & Spray” ad brings “magic” into the lives of busy, active moms
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- Figure 36: Glade sense & spray television ad, 2011
- Transparency in revealing ingredients in air fresheners
- Brand analysis: Reckitt Benckiser’s Air Wick
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- Figure 37: Brand analysis of Glade, 2011
- Online initiatives for Air Wick
- Air Wick ad showcases “natural propellant,” floral scents, and joyful effect of product
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- Figure 38: Air Wick television ad, year
Air Freshener Usage by Type and Brand
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- Key points
- Majority uses air fresheners at least sometimes
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- Figure 39: Air freshener frequency of use summary, August 2011
- Women use more air fresheners than men
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- Figure 40: Air freshener usage, by gender, August 2011
- Consumers younger than 35 use more air fresheners
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- Figure 41: Air freshener usage, by age, August 2011
- Consumers at range of income levels use air fresheners
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- Figure 42: Air freshener usage, by household income, August 2011
- Volume and multiproduct use
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- Figure 43: Household volume usage of air fresheners in past 12 months, February 2010-March 2011
- Potpourri users show strong interest in gamut of air fresheners
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- Figure 44: Impact of using one form of air freshener on likelihood of using another form, February 2010-March 2011
- Febreze and Glade are most widely used brands
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- Figure 45: Air freshener brand usage, February 2010-March 2011
Locations Air Fresheners Used
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- Key points
- Usage varies with location
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- Figure 46: Location of use summary, August 2011
Factors in Choice of Air Fresheners
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- Key points
- Odor eliminating power and long lasting scent are top factors
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- Figure 47: Important factors in selecting air fresheners, by gender, August 2011
- Age shapes priorities in selecting air freshener
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- Figure 48: Important factors in selecting air fresheners, by age, August 2011
- Upper-income households seek subtle scents and stylish looks
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- Figure 49: Important factors in selecting air fresheners, by household income, August 2011
- Battery operated stand-alone spray and flameless candle users most demanding
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- Figure 50: Importance factors, by product usage, August 2011
Attitudes toward Air Fresheners
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- Key points
- Attitudes suggest women favor more natural products
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- Figure 51: Attitudes toward air fresheners, by gender, August 2011
- Attitudes of 18-24 year olds suggest limited use and greater skepticism
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- Figure 52: Attitudes toward air fresheners, by age, August 2011
Shopping Habits
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- Key points
- Shopping habits vary with gender
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- Figure 53: Air freshener shopping habits, by gender, August 2011
- Younger consumers seek more economical and more eco-friendly products
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- Figure 54: Air freshener shopping habits, by age, August 2011
- Lower-income respondents prioritize price and seek generics
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- Figure 55: Air freshener shopping habits, by household income, August 2011
Scents
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- Key points
- Food-related scents are most popular, “unscented” has growth potential
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- Figure 56: Summary of scents currently use and interested in trying, August 2011
- Women show higher use of food- and home-related scents
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- Figure 57: Scent families currently use and interested in trying, by gender, August 2011
- Those aged 18-24 show high interest in trying new scents
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- Figure 58: Scent families currently use and interested in trying, by age, August 2011
- Upper-income HHs show least interest in trying out new scents
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- Figure 59: Scent families currently use and interested in trying, by household income, August 2011
Race and Hispanic Origin
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- Key points
- High usage seen among multiethnic consumers
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- Figure 60: Air freshener usage, by race/Hispanic origin, August 2011
- Blacks use the greatest number and range of brands
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- Figure 61: Air freshener brand usage, by race/Hispanic origin, February 2010-March 2011
- Hispanics show interest in multiscented and strongly scented products
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- Figure 62: Important factors in selecting air fresheners, by race/Hispanic origin, August 2011
- Blacks show attitudes favorable to high air freshener usage
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- Figure 63: Attitudes toward air fresheners, by race/Hispanic origin, August 2011
- Blacks try out new products, while Hispanics favor eco-friendly products
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- Figure 64: Air freshener shopping habits, by race/Hispanic origin, August 2011
- Blacks use the greatest range of different scents
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- Figure 65: Scent families currently use and interested in trying, by race/Hispanic origin, August 2011
Custom Consumer Groups
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- Men 18-34 stand out for use of solids and battery operated fresheners
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- Figure 66: Air freshener usage, by gender and age, August 2011
- Women 18-34 show peak interest in scents, price, and décor
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- Figure 67: Air freshener shopping habits, by gender and age, August 2011
- Men and women 18-34 show distinct preferences
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- Figure 68: Important factors in selecting air fresheners, by gender and age, August 2011
- Women’s attitudes toward scents vary with age
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- Figure 69: Attitudes toward air fresheners, by gender and age, August 2011
SymphonyIRI Group Builders Panel Data—Key Household Purchase Measures
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- Overview of air fresheners
- Home air fresheners
- Consumer insights on key purchase measures
- Brand map
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- Figure 70: Brand map, selected brands of home air fresheners buying rate, by household penetration, 2010
- Brand leader characteristics
- Key purchase measures
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- Figure 71: Key purchase measures for the top brands of home air fresheners, by household penetration, 2010
- Automobile air fresheners
- Consumer insights on key purchase measures
- Brand map
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- Figure 72: Brand map, selected brands of automobile air fresheners buying rate, by household penetration, 2010
- Brand leader characteristics
- Key purchase measures
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- Figure 73: Key purchase measures for the top brands of automobile air fresheners, by household penetration, 2010
Appendix—Other Useful Consumer Tables
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- Figure 74: Air freshener usage, by region, August 2011
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- Figure 75: Important factors in selecting air fresheners, by region, August 2011
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- Figure 76: Attitudes toward air fresheners, by household income, August 2011
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- Figure 77: Attitudes toward air fresheners, by region, August 2011
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- Figure 78: Air freshener shopping habits, by region, August 2011
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- Figure 79: Scent families currently use and interested in trying, by region, August 2011
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Appendix—SymphonyIRI Builders Panel Data Definitions
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- SymphonyIRI Consumer Network Metrics
Appendix—Trade Associations
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