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 of UK sales of air fresheners and air care products, 2007-17
- Solid growth in sales of air care products
- Scented candles overtake aerosols
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- Figure 2: UK retail value sales of air fresheners and air care products, by segment, 2012
- Market factors
- Strong desire for a fresh smelling home
- Growth in number of households
- Heavier users of air care products more likely to have pets
- Companies, brands and innovation
- Air Wick the biggest brand in the UK air care market
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- Figure 3: Estimated brand value shares in air fresheners and air care, year to September 2012
- Non-powered the largest share of new launches
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- Figure 4: New product launches in the UK air care market, % by product type, Jan-Sept 2012
- P&G the biggest advertiser in air care
- The consumer
- Sprays the most widely used product
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- Figure 5: Usage of air fresheners in the last 12 months, August 2012
- Price a major influence on choice
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- Figure 6: Brand choice and influence of price and promotions, August 2012
- Enthusiasm for trying new scents
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- Figure 7: Importance of scent and other influences when shopping, August 2012
- Factors influencing choice
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- Figure 8: Factors important in influencing choice of air care products, August 2012
- Most people think fresheners just mask odours
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- Figure 9: Attitudes towards air care products, August 2012
- Interest in product attributes
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- Figure 10: Interest in product attributes of air care products, August 2012
- What we think
Issues in the Market
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- How can the air care market overcome barriers to higher usage?
- In what ways can air care brands maximise sales to existing users?
- Can health and wellness benefits add value to the air care market?
- What can brands do to encourage greater loyalty to their products?
- Do scented cleaning products pose a threat to the air care market?
Trend Application
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- Trend: Why Buy
- Trend: Perfecting the Details
- 2015 Trend: East Meets West
Internal Market Environment
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- Key points
- Combining cleanliness with freshness
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- Figure 11: Attitudes towards home and cleaning, 2007-12
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- Figure 12: Attitudes towards home and cleaning, by use of air fresheners or scented candles, 2012
- Eliminating food smells and enhancing home
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- Figure 13: Attitudes towards the home and cooking, 2007-12
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- Figure 14: Attitudes towards the home and cooking, by use of air fresheners or scented candles, 2012
- Car air care has further growth potential
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- Figure 15: Numbers of car sales and the UK car parc, 2007-11
Broader Market Environment
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- Key points
- More households to benefit air care market
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- Figure 16: UK households, by size, 2007-17
- Fewer living rooms and bedrooms in homes
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- Figure 17: Number of bathrooms, bedrooms and living rooms in home, 2007-12
- Large market for air fresheners for getting rid of pet odours
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- Figure 18: Pet ownership and incidence of smoking, 2007-12
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- Figure 19: Pet ownership and incidence of smoking, by use of air fresheners or scented candles, 2012
Strengths and Weaknesses in the Market
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Non-powered sees the most new launches
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- Figure 20: New product launches in the UK air care market, % by product type, 2007-12
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- Figure 21: New product launches in the UK air care market, % share by own-label/branded, 2007-12
- Big three increase 2012 launch activity
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- Figure 22: New product launches in the UK air care market, % share by company, 2007-12
- Neutralising odours tops new launch claims
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- Figure 23: New product launches in the UK air care market, % share by claim, 2007-12
- Swing back to floral fragrances in 2012
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- Figure 24: New product launches in the UK air care market, % share by fragrance component group, 2007-12
- Range extensions lead new launch activity
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- Figure 25: New product launches in the UK air care market, % share by launch type, 2007-12
Market Size and Forecast
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- Key points
- Solid growth in sales of air care products
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- Figure 26: UK retail value sales and forecast of air fresheners and air care products, 2007-17
- The future
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- Figure 27: Best- and worst-case forecast of UK sales of air fresheners and air care products, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Scented candles overtake aerosols
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- Figure 28: UK retail value sales of air fresheners and air care products, by segment, 2010-12
Market Share
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- Key points
- Air Wick retains significant lead
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- Figure 29: Estimated brand shares in air fresheners and air care, by value, 2011 and 2012
Companies and Products
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- Reckitt Benckiser
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- Figure 30: New product launches by RB in the UK air fresheners and air care market, October 2011-September 2012
- Figure 31: New product launches by RB in the UK air fresheners and air care market – Fabric and air care hybrids, October 2011-September 2012
- Procter & Gamble
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- Figure 32: New product launches by P&G in the UK air fresheners and air care market, October 2011-September 2012
- SC Johnson
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- Figure 33: New product launches by SC Johnson in the UK air fresheners and air care market, October 2011-September 2012
- Other companies
- Cadum & IBA
- Holt Lloyd
- MS George
- Saxon Industries
Brand Research
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- Brand map
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- Figure 34: Attitudes towards and usage of brands in the air fresheners sector, August 2012
- Correspondence analysis
- Brand attitudes
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- Figure 35: Attitudes by air fresheners brand, August 2012
- Brand personality
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- Figure 36: Air fresheners brand personality – macro image, August 2012
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- Figure 37: Air fresheners brand personality – micro image, August 2012
- Brand experience
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- Figure 38: Air fresheners brand usage, August 2012
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- Figure 39: Satisfaction with various air fresheners brands, August 2012
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- Figure 40: Consideration of air fresheners brands, August 2012
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- Figure 41: Consumer perceptions of current air fresheners brand performance, August 2012
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- Figure 42: Air fresheners brand recommendation – Net Promoter Score, August 2012
- Brand index
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- Figure 43: Air fresheners brand index, August 2012
- Figure 44: Air fresheners brand index vs. recommendation, August 2012
- Target group analysis
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- Figure 45: Target groups, August 2012
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- Figure 46: Air fresheners brand usage, by target groups, August 2012
- 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 2011 advertising
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- Figure 47: Main media advertising expenditure on air fresheners/fragrances, 2008-12
- P&G the leading advertiser in air care
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- Figure 48: Main media advertising expenditure on air fresheners/fragrances, by advertiser, 2008-12
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- Figure 49: Main media advertising expenditure on air fresheners/fragrances, by top ten brands, January-September 2012
- TV advertising dominates
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- Figure 50: Main media advertising expenditure on air fresheners/fragrances, % share by media type, 2008-12
Channels to Market
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- Key points
- Grocery multiples dominate distribution
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- Figure 51: UK retail value sales of air fresheners and air care products, by outlet type, 2010-12
Product Usage and Frequency
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- Key points
- Nearly three quarters of adults use air care products
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- Figure 52: Penetration and frequency of using air fresheners or scented candles, 2007-12
- Sprays the most popular choice
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- Figure 53: Usage of air fresheners in the last 12 months, August 2012
- Living rooms get the most freshening
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- Figure 54: Where air fresheners usually used in the home, August 2012
- Sprays are the main option for bathrooms
- Air care used less in the bedroom
- Similar usage patterns for kitchens and dining rooms
Buying Behaviour
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- Key points
- Price a big influence on product choice
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- Figure 55: Agreement with statements on buying behaviour for air fresheners, August 2012
- Shoppers keen on trying new scents
- Well-known brands more popular than own-brands
- Refillable products help drive repeat purchasing
Factors Influencing Choice
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- Key points
- Fresh smelling homes the top priority
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- Figure 56: Importance of factors influencing choice of air fresheners, August 2012
- Strong interest in a variety of scents
- Flexibility approach favoured for release of scent/fragrance
- Vast majority interested in odour elimination
Attitudes Towards Air Fresheners and Air Care
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- Key points
- Need to convince more about odour elimination
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- Figure 57: Attitudes towards air care products, August 2012
- Freshening and getting rid of unpleasant smells
- Equal need for manual and automatic fresheners
- Eliminating odours and freshening for longer
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- Figure 58: Interest in product attributes of air care products, August 2012
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- Figure 59: Any interest in product attributes of air care products, August 2012
- Health and wellness an opportunity in air care
- Considerable interest in combination and on-the-go products
Target Groups
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- Key points
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- Figure 60: Target groups for air care, August 2012
- Naturally Inspired (20%)
- Automatically Scented (20%)
- Odour Eliminators (21%)
- Apathetic (39%)
Appendix – Internal Market Environment
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- Figure 61: Attitudes towards home and cleaning, by demographics, 2012
- Figure 62: Attitudes towards the home and cooking, by demographics, 2012
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Appendix – Broader Market Environment
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- Figure 63: Number of bathrooms, bedrooms and living rooms in home, by use of air fresheners or scented candles, 2012
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Appendix – Market Size and Forecast
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- Figure 64: Best case/worst case forecast for UK retail sales of air fresheners and air care products, at current prices, 2012-17
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Appendix – Brand Research
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- Figure 65: Brand usage, August 2012
- Figure 66: Brand commitment, August 2012
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- Figure 67: Brand momentum, August 2012
- Figure 68: Brand diversity, August 2012
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- Figure 69: Brand Satisfaction, August 2012
- Figure 70: Brand recommendation, August 2012
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- Figure 71: Brand attitude, August 2012
- Figure 72: Brand image – Macro Image, August 2012
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- Figure 73: Brand image – Micro image, August 2012
- Figure 74: Profile of target groups, by demographics, August 2012
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- Figure 75: Psychographic segmentation, by target groups, August 2012
- Figure 76: Brand usage, by target groups, August 2012
- Brand index
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- Figure 77: Brand index, August 2012
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Appendix – Consumer Usage and Frequency
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- Figure 78: Use of air fresheners or scented candles, by demographics, 2012
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- Figure 79: Usage of air fresheners in the last 12 months, by demographics August 2012
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- Figure 80: Usage of air fresheners in the last 12 months, by demographics (continued), August 2012
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- Figure 81: Usage of air fresheners in the last 12 months, by demographics (continued), August 2012
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- Figure 82: Usage of candle air fresheners, by room used in the home, by demographics, August 2012
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- Figure 83: Usage of reed diffuser/scented oil air fresheners, by room used in the home, by demographics, August 2012
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- Figure 84: Usage of spray or aerosol can air fresheners, by room used in the home, by demographics, August 2012
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- Figure 85: Usage of plug-in air fresheners, by room used in the home, by demographics, August 2012
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- Figure 86: Usage of solid/gel air freshener air fresheners, by room used in the home, by demographics, August 2012
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- Figure 87: Usage of other air fresheners, by room used in the home, by demographics, August 2012
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- Figure 88: Usage of other air fresheners, by room used in the home, by demographics (continued), August 2012
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Appendix – Buying Behaviour
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- Figure 89: Agreement with statements on buying behaviour for air fresheners, by demographics August 2012
- Figure 90: Agreement with statements on buying behaviour for air fresheners (continued), by demographics August 2012
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- Figure 91: Agreement with statements on buying behaviour for air fresheners (continued), by demographics August 2012
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Appendix – Factors Influencing Choice
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- Figure 92: Importance of factors influencing choice of air fresheners, August 2012
- Figure 93: Importance of long-lasting scent on choice of air fresheners, by demographics, August 2012
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- Figure 94: Importance of strong scent on choice of air fresheners, by demographics, August 2012
- Figure 95: Importance of light/subtle scent on choice of air fresheners, by demographics, August 2012
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- Figure 96: Importance of variety of scents on choice of air fresheners, by demographics, August 2012
- Figure 97: Importance of being offered in dual or multi-scent on choice of air fresheners, by demographics, August 2012
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- Figure 98: Importance of being able to adjust intensity of scent/fragrance on choice of air fresheners, by demographics, August 2012
- Figure 99: Importance of being able to control release of scent/fragrance on choice of air fresheners, by demographics, August 2012
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- Figure 100: Importance of being able to eliminate strong odours on choice of air fresheners, by demographics, August 2012
- Figure 101: Importance of making home smell fresh on choice of air fresheners, by demographics, August 2012
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- Figure 102: Importance of automatically detecting odours and releasing scent on choice of air fresheners, by demographics, August 2012
- Figure 103: Importance of natural ingredients on choice of air fresheners, by demographics, August 2012
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- Figure 104: Importance of killing bacteria/germs on choice of air fresheners, by demographics, August 2012
- Figure 105: Importance of not requiring frequent replacement on choice of air fresheners, by demographics, August 2012
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Appendix – Attitudes Towards Air Fresheners and Air Care
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- Figure 106: Attitudes towards air care products, by demographics, August 2012
- Figure 107: Attitudes towards air care products, by demographics (continued), August 2012
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- Figure 108: Interest in air freshener products with longer-lasting scent, by demographics, August 2012
- Figure 109: Interest in air fresheners that eliminate odours altogether, by demographics, August 2012
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- Figure 110: Interest in air fresheners for use on the go, by demographics, August 2012
- Figure 111: Interest in chemical-free air fresheners, by demographics, August 2012
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- Figure 112: Interest in being able to get air freshener and cleaning solutions in one product, by demographics, August 2012
- Figure 113: Interest in cleaning products that have stronger and longer-lasting scents, by demographics, August 2012
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- Figure 114: Interest in air fresheners that can be used in the kitchen without having to worry about them getting on food, by demographics, August 2012
- Figure 115: Interest in air fresheners that provide health and wellness benefits, by demographics, August 2012
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- Figure 116: Interest in air fresheners that have anti-bacterial properties, by demographics, August 2012
- Figure 117: Interest in candles that self-extinguish after a set period of time, by demographics, August 2012
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- Figure 118: Interest in candles with reusable containers, by demographics, August 2012
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Appendix – Target Groups
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- Figure 119: Usage of air fresheners in the last 12 months, by target groups, August 2012
- Figure 120: Where air fresheners usually used in the home, by target groups, August 2012
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- Figure 121: Agreement with statements on buying behaviour for air fresheners, by target groups, August 2012
- Figure 122: Factors influencing choice of air fresheners, by target groups, August 2012
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- Figure 123: Attitudes towards air care products, by target groups, August 2012
- Figure 124: Interest in product attributes of air care products, by target groups, August 2012
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- Figure 125: Attitudes towards air care products, by demographics, August 2012
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