Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- The market
-
- Figure 1: Total U.S. retail sales and fan chart forecast of air fresheners, at current prices, 2007-17
- Market factors
- Economic challenges contribute greatly to decline of market
-
- Figure 2: University of Michigan’s index of consumer sentiment, 2007-12
- Growing ethnic populations may help grow sales in the future
- Growing concern around chemical content in air fresheners may impact the market
- Retail channels
-
- Figure 3: U.S. retail sales of air fresheners, by channel, at current prices, 2010-12
- Key players
- The air freshener consumer
- Air fresheners command high usage from consumers across segments and demographics
-
- Figure 4: Use of air freshener sprays/room deodorizers by gender, October 2010-November 2011
- Aerosols and plug-ins most consistently used air fresheners
-
- Figure 5: Air freshener usage, May 2012
-
- Figure 6: Air freshener usage, May 2012
- Odor elimination, fresh scent top air freshener attributes
-
- Figure 7: Important factors in selecting air fresheners, May 2012
- Shopping habits vary by gender, with scent-testing being the most important
-
- Figure 8: Air freshener purchase habits, by gender, May 2012
- Most consumers use different scents for different purposes or areas of the home
-
- Figure 9: Attitudes toward air fresheners, May 2012
- What we think
Insights and Opportunities
-
- Partner with large brands and create co-branded offerings
- Placing focus on design and décor of air fresheners, including exterior packaging
- Consider “out of the box” scent delivery methods
Issues in the Market
-
- How can air freshener companies succeed in a declining market and competitive landscape?
- How can air freshener companies address growing consumer concern about the chemicals being used in air freshener products?
- To what extent will growing ethnic populations play a role in the air freshener market?
Trend Applications
-
- Trend: Factory Fear
- Trend: Objectify
- 2015 Trend: Old Gold
Market Size and Forecast
-
- Key points
- Air freshener sales continue to decline in weak economy and highly competitive market
- Sales and forecast of air freshener market
-
- Figure 10: Total U.S. retail sales and forecast of air fresheners, at current prices, 2007-17
- Figure 11: Total U.S. retail sales and forecast of air fresheners, at inflation-adjusted prices, 2007-17
- Fan chart forecast
-
- Figure 12: Total U.S. retail sales and fan chart forecast of air fresheners, at current prices, 2007-17
- Walmart sales
Market Drivers
-
- Key points
- Low consumer confidence detrimental to market growth
-
- Figure 13: University of Michigan’s index of consumer sentiment (ICS), 2007-12
- Unemployment rates continue to make consumers nervous about spending
-
- Figure 14: Unemployment, January 2007-July 2012
- Growing ethnic populations may drive sales in the coming years
-
- Figure 15: Population, by race and Hispanic origin, 2007-17
- Growing concern around impact of air fresheners on allergies and overall health
Competitive Context
-
- Scented candles create strong competition for air freshener products
-
- Figure 16: Air freshener usage, May 2012
- Scented household products that eliminate odors also provide competition
- Potpourri provides consumers with a less potent format
-
- Figure 17: FDMx sales of pot potpourri, by leading companies, 2011 and 2012
Segment Performance
-
- Key points
- Though the market is declining, aerosols segment shows the most promise
-
- Figure 18: Total U.S. retail sales of air fresheners by segment, at current prices, 2010 and 2012
Segment Performance—Aerosol Air Fresheners
-
- Key points
- Aerosols best-performing segment in competitive marketplace
-
- Figure 19: Total sales and forecast of aerosol air fresheners, at current prices, 2007-17
Segment Performance—Slow-release Air Fresheners
-
- Key points
- Slow-release air freshener segment facing the most challenges
-
- Figure 20: Total sales and forecast of slow-release air fresheners, at current prices, 2007-17
Segment Performance—Plug-in or Battery-Operated Air Fresheners
-
- Key points
- Growth to resume, eventually, for plug-in and battery-operated air fresheners
-
- Figure 21: Total sales and forecast of plug-in or battery-operated air fresheners, at current prices, 2007-17
Retail Channels
-
- Key points
- Majority of air freshener purchases take place through “other retail channels”
- Supermarket and drug stores face declining sales and market share
- Sales of air fresheners, by channel
-
- Figure 22: U.S. retail sales of air fresheners, by channel, at current prices, 2010-12
Retail Channels—Supermarkets
-
- Key points
- Supermarket sales of air fresheners are declining, likely due to a lack of marketing and promotional activities
- Supermarket sales of air fresheners
-
- Figure 23: U.S. supermarket sales of air fresheners, at current prices, 2007-12
Retail Channels—Drug Stores
-
- Key points
- Drug stores only retail channel to see some sales growth
- Drug store sales of air fresheners
-
- Figure 24: U.S. Drug store sales of air fresheners, at current prices, 2007-12
Retail Channels—Other Retail Channels
-
- Key points
- “Other channels” retail segment experiencing a decline
- Other channel retail sales of air fresheners
-
- Figure 25: Other channel retail sales of air fresheners, at current prices, 2007-12
Leading Companies
-
- Key points
- A highly fragmented, competitive market
- FDMx manufacturer sales of air fresheners
-
- Figure 26: FDMx sales of air fresheners, by leading companies, 2011 and 2012
Brand Share—Aerosol Air Fresheners
-
- Key points
- P&G holds more than half of the market share due to the Febreze brand
- Glade experiences growth with its aerosol product offering but Renuzit struggles
-
- Figure 27: FDMx sales of aerosol air fresheners, by leading companies, 2011 and 2012
Brand Share—Slow-release Air Fresheners
-
- Key points
- Renuzit is the dominant brand in this segment
- Febreze is gaining ground with its Set & Refresh offering
-
- Figure 28: FDMx sales of slow-release air fresheners, by leading companies, 2011 and 2012
Brand Share—Plug-in Air Fresheners
-
- Key points
- Reckitt Benckiser making its name known in the FDMx market
-
- Figure 29: FDMx sales of plug-in air fresheners, by leading companies, 2011 and 2012
Innovations and Innovators
-
- Newer market players lead with most product launches
-
- Figure 30: Air freshener new product introductions, by manufacturer, 2007-12
- Nonpowered product launches continue to outnumber powered product launches
-
- Figure 31: Air freshener product introductions, powered vs. nonpowered, 2007-12
- Private label launches decreasing, but still have an impact
-
- Figure 32: Share of branded and private label air freshener launches, 2007-12
- Convenience most common product claim of 2011, likely to repeat in 2012
-
- Figure 33: Incidence of claims categories associated with new air fresheners launches, 2007-12
- Figure 34: Incidence of claims associated with new air fresheners launches, 2007-12
- Standard scents on track to be top 2012 product offerings
-
- Figure 35: U.S. air fresheners new product introductions, by fragrance group, 2007-12
- An emphasis on décor
- Portability a trend for the future
- Gels and beads indicative of interest in new delivery methods
- Multifunctional products
- Glade takes new approach in branding and packaging aesthetic
- Capturing exotic locales/destinations key trend
Marketing Strategies
-
- Overview of the brand landscape
- Brand analysis: Glade
-
- Figure 36: Brand analysis of Glade, 2012
- Online initiatives
-
- Figure 37: Tweets from Glade twitter account, 2012
- TV presence
-
- Figure 38: Glade décor scents television ad, 2011
-
- Figure 39: Glade expressions fragrance mist television ad, 2012
-
- Figure 40: Glade spring collection ad, 2012
- Brand analysis: Febreze
-
- Figure 41: Brand analysis of Febreze, 2012
- Online initiatives
-
- Figure 42: Tweets from Febreze twitter account, 2012
- Figure 43: Febreze consumer review—Linen and sky air effects, April 2012
-
- Figure 44: Febreze consumer review—Seasonal scents air effects June 2012
- Figure 45: Febreze consumer review—Thai dragon fruit air effects, July 2012
- TV presence
-
- Figure 46: Febreze television ad, 2012
- Figure 47: Febreze television ad, 2012
- Brand analysis: Air Wick
-
- Figure 48: Brand analysis of Air wick, 2012
- Online initiatives
- TV presence
-
- Figure 49: Air Wick television ad, 2012
-
- Figure 50: Air Wick magazine ad, 2012
- Brand analysis: Renuzit
-
- Figure 51: Brand analysis of Renuzit, 2012
- Online initiatives
-
- Figure 52: Renuzit Circular ad, 2012
Air Freshener Usage
-
- Key points
- Air freshener usage is high across demographic segments
-
- Figure 53: Use of air freshener sprays/room deodorizers by gender, October 2010-November 2011
- Usage highest among younger segments; usage declines with age
-
- Figure 54: Use of air freshener sprays/room deodorizers, by age, October 2010-November 2011
- Usage high among lower-income segments, declines with affluence
-
- Figure 55: Use of air freshener sprays/room deodorizers by household income, October 2010-November 2011
- Febreze and Glade are the most widely used brands
-
- Figure 56: Brands of air freshener sprays/room deodorizers used by gender, October 2010-November 2011
Air Freshener Format Usage
-
- Key points
- Aerosols and plug-ins most continuously used air fresheners
-
- Figure 57: Air freshener usage, May 2012
- Women more likely than men to use some types of air freshener products
-
- Figure 58: Air freshener usage, by gender, May 2012
- Younger consumers use a variety of air freshener products
-
- Figure 59: Air freshener usage, by age, May 2012
- Consumers across household income segments report high levels of using a variety of air freshener products
-
- Figure 60: Air freshener usage, by household income, May 2012
Usage in the Home
-
- Key points
- Product usage varies by location in the home
-
- Figure 61: Usage locations, May 2012
Product Selection
-
- Key points
- Odor elimination and fresh smell are top air freshener attributes
-
- Figure 62: Important factors in selecting air fresheners, May 2012
- Women have great expectations of air freshener products
-
- Figure 63: Important factors in selecting air fresheners – Any important, by gender, May 2012
- Age has an impact on the importance consumers place on different product attributes in selecting air freshener products
-
- Figure 64: Important factors in selecting air fresheners – Any important, by age, May 2012
- Respondents from lower-income households place importance on a number of attributes
-
- Figure 65: Important factors in selecting air fresheners – Any important, by household income, May 2012
- Battery-operated stand-alone spray, flameless candle, and reed diffuser/scented oil users among the most demanding
-
- Figure 66: Important factors in selecting air fresheners, by air freshener usage, May 2012
- Figure 67: Important factors in selecting air fresheners, by air freshener usage, May 2012
Purchase Habits
-
- Key points
- Shopping habits vary by gender, with scent-testing being the most important for consumers
-
- Figure 68: Air freshener purchase habits, by gender, May 2012
- Younger consumers are more likely to be price conscious and older consumers are more likely to be brand loyal
-
- Figure 69: Air freshener purchase habits, by age, May 2012
- Household income a factor in product choice
-
- Figure 70: Air freshener purchase habits, by household income, May 2012
- Candle store, home décor, and gift store shoppers are more likely to try new and different scents
-
- Figure 71: Air freshener purchase habits, by locations air fresheners purchased from, May 2012
Attitudes toward Air Fresheners
-
- Key points
- Most consumers use different scents for different purposes or areas of the home
-
- Figure 72: Attitudes toward air fresheners, May 2012
- Women more likely to seek variety
-
- Figure 73: Attitudes toward air fresheners, by gender, May 2012
- Attitudes of 18-24s suggest limited use and greater skepticism of product performance
-
- Figure 74: Attitudes toward air fresheners, by age, May 2012
- Lower-income segments more likely to have “use as needed” attitudes
-
- Figure 75: Attitudes toward air fresheners, by household income, May 2012
Interest in New Product Attributes
-
- Key points
- Performance and greater convenience are main attributes desired by consumers
-
- Figure 76: Interest in air freshener attributes – Any interested, by gender, May 2012
- Younger respondents look for innovation
-
- Figure 77: Interest in air freshener attributes – Any interested, by age, May 2012
Preferred Air Freshener Scents
-
- Key points
- Spice/ingredient scents and flower scents among the most popular
-
- Figure 78: Preferred scents, May 2012
-
- Figure 79: Preferred scents for sprays or aerosols, by gender, May 2012
- Figure 80: Preferred scents for plug-ins, by gender, May 2012
-
- Figure 81: Preferred scents for battery-operated/stand-alone sprays, by gender, May 2012
- Figure 82: Preferred scents for solid/gel air fresheners, by gender, May 2012
Race and Hispanic Origin
-
- Key points
- High air freshener usage is seen among Hispanics and blacks
-
- Figure 83: Use of air freshener sprays/room deodorizers by race/Hispanic origin, October 2010-November 2011
- Figure 84: Population, by race and Hispanic origin, 2007-17
-
- Figure 85: Air freshener usage, by race/Hispanic origin, May 2012
- Hispanics and blacks stand out as demanding air freshener consumers
-
- Figure 86: Important factors in selecting air fresheners – Any important, by race/Hispanic origin, May 2012
- Asians or Pacific Islanders report a number of concerns with air freshener products
-
- Figure 87: Attitudes toward air fresheners, by race/Hispanic origin, May 2012
- Blacks and other races are among the most particular in how they purchase air freshener products
-
- Figure 88: Air freshener purchase habits, by race/Hispanic origin, May 2012
Correspondence Analysis
-
- Methodology
- Sprays and plug-ins command “everyday” and “practical” associations
- Solids/gels associated with being for everyday and safe
- Reed diffusers/scented oils associated with luxury and expense, but can leverage their association of being a decorative object
-
- Figure 89: Correspondence Analysis, May 2012
- Figure 90: Qualities associated with air freshener types, May 2012
Cluster Analysis
-
-
- Figure 91: Target clusters, May 2012
- Cluster 1: Functional Fresheners
- Characteristics
- Opportunity
- Cluster 2: Total Trailblazers
- Characteristics
- Opportunity
- Cluster 3: Unengaged Users
- Characteristics
- Opportunity
- Cluster characteristic tables
-
- Figure 92: Air freshener usage, by target clusters, May 2012
- Figure 93: Important factors in selecting air fresheners – Any important, by target clusters, May 2012
- Figure 94: Important factors in selecting air fresheners – Very important, by target clusters, May 2012
-
- Figure 95: Attitudes toward air fresheners, by target clusters, May 2012
- Figure 96: Locations air fresheners purchased from, by target clusters, May 2012
-
- Figure 97: Air freshener purchase habits, by target clusters, May 2012
- Figure 98: Interest in air freshener attributes – Any interested, by target clusters, May 2012
- Cluster demographic tables
-
- Figure 99: Target clusters, by demographics, May 2012
- Cluster Methodology
-
IRI/Builders—Key Household Purchase Measures
-
- Overview of air fresheners
- Home air fresheners
- Consumer insights on key purchase measures
- Brand map
-
- Figure 100: Brand map, selected brands of home air fresheners, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
-
- Figure 101: Key purchase measures for the top brands of home air fresheners, by household penetration, 52 weeks ending June 26, 2011
Appendix—Other Useful Consumer Tables
-
- Usage location in the home
-
- Figure 102: Where battery-operated/stand-alone sprays are used, by gender, May 2012
-
- Figure 103: Where sprays or aerosols are used, by gender, May 2012
-
- Figure 104: Where plug-ins are used, by gender, May 2012
-
- Figure 105: Where solid/gel air fresheners are used, by gender, May 2012
-
- Figure 106: Where liquids or oils are used, by gender, May 2012
-
- Figure 107: Where incense is used, by gender, May 2012
-
- Figure 108: Where potpourri is used, by gender, May 2012
- Product selection
-
- Figure 109: Important factors in selecting air fresheners – Very important, by gender, May 2012
-
- Figure 110: Important factors in selecting air fresheners – Any important, by age, May 2012
-
- Figure 111: Important factors in selecting air fresheners – Very important, by household income, May 2012
-
- Figure 112: Important factors in selecting air fresheners – Very important, by race/Hispanic origin, May 2012
- Purchase habits
-
- Figure 113: Air freshener purchase habits, by male and age, May 2012
-
- Figure 114: Air freshener purchase habits, by female and age, May 2012
-
- Figure 115: Air freshener purchase habits, by air freshener usage, May 2012
-
- Figure 116: Air freshener purchase habits, by air freshener usage, May 2012
- Locations air fresheners purchased from
-
- Figure 117: Locations air fresheners purchased from, by gender, May 2012
-
- Figure 118: Locations air fresheners purchased from, by age, May 2012
-
- Figure 119: Locations air fresheners purchased from, by race/Hispanic origin, May 2012
-
- Figure 120: Locations air fresheners purchased from, by household income, May 2012
- Preferred air freshener scents
-
- Figure 121: Preferred scents for reed diffusers/scented oils, by gender, May 2012
-
- Figure 122: Preferred scents for liquids or oils, by gender, May 2012
-
- Figure 123: Preferred scents for incense, by gender, May 2012
-
- Figure 124: Preferred scents for potpourri, by gender, May 2012
- Interest in new product attributes
-
- Figure 125: Interest in air freshener attributes – Any interested, by household income, May 2012
-
- Figure 126: Interest in air freshener attributes – Any interested, by race/Hispanic origin, May 2012
-
- Figure 127: Interest in air freshener attributes – Any interested, by male and age, May 2012
-
- Figure 128: Interest in air freshener attributes – Any interested, by female and age, May 2012
-
- Figure 129: Interest in air freshener attributes, by air freshener usage, May 2012
-
- Figure 130: Interest in air freshener attributes, by air freshener usage, May 2012
- Attitudes toward air fresheners
-
- Figure 131: Attitudes toward air fresheners, by air freshener usage, May 2012
-
- Figure 132: Attitudes toward air fresheners, by air freshener usage, May 2012
-
- Figure 133: Attitudes toward air fresheners, by important factors in selecting air fresheners, May 2012
-
- Figure 134: Attitudes toward air fresheners, by important factors in selecting air fresheners, May 2012
Appendix—Trade Associations
Back to top