Table of Contents
Introduction
-
- Definitions
- Abbreviations
Executive Summary
-
- The market
-
- Figure 1: Best- and worst-case forecast of UK retail value sales of air fresheners, 2008-18
- Slowdown in market growth
- Powered air fresheners still the biggest segment
-
- Figure 2: UK retail value sales of air fresheners, % share, by sector, 2013
- Market factors
- More households and cars
- Linking a fresh home to a clean home
- Companies, brands and innovation
- Air Wick the biggest air care brand
-
- Figure 3: Brand shares in air fresheners, by value, year to June 2013
- Scented candles taking a bigger share of NPD
-
- Figure 4: New product launches in the UK air care market, % by product type, Jan 2009-July 13
- P&G accounts for over half of air care advertising
- The consumer
- Sprays most widely used products
-
- Figure 5: Usage of different types of air fresheners in the last 12 months, August 2012 and July 2013
- Bathroom and kitchen odours need eliminating the most frequently
-
- Figure 6: Odours people try to eliminate most frequently, July 2013
- Sprays mainly focused on odour elimination
-
- Figure 7: Reasons to use air fresheners in the home, by type of air freshener, July 2013
- Eliminating rather than masking odours
-
- Figure 8: Purchasing behaviour when buying air fresheners, July 2013
- Interest in a range of added benefits
-
- Figure 9: Interest in new product attributes or formats for air fresheners, July 2013
- What we think
Issues in the Market
-
- How can focusing on room specific products help boost sales?
- In what ways can sales linked to eliminating odours be maximised?
- How can the retail environment help to increase brand engagement?
- Can the development of new functionality help drive incremental sales?
- How do younger people present opportunities for targeting?
Trend Application
-
- Trend: Extend My Brand
- Trend: Make That Mine
- Mintel Futures: Generation Next
Market Drivers
-
- Key points
- More homes in need of freshening
-
- Figure 10: UK households, by size, 2008-18
- Toilets home to air fresheners
-
- Figure 11: Number of toilets in home, June 2012
- Targeting an ageing population
-
- Figure 12: Trends in the age structure of the UK population, 2008-18
- A clean home is a fresh smelling home
-
- Figure 13: Attitudes towards household cleaning, November 2012
- Pet ownership and cooking drive need for odour elimination
-
- Figure 14: Agreement with the statement ‘I have pets in my home’, by age, December 2012
- Room for growth in car fresheners
-
- Figure 15: Numbers of car sales and the UK car parc, 2008-12
Who’s Innovating?
-
- Key points
- Candles increase share of NPD activity
-
- Figure 16: New product launches in the UK air care market, %, by product type, Jan 2009-July13
- Supermarkets the main source of new launch activity
-
- Figure 17: New product launches in the UK air care market, % share, by own-label/branded, Jan 2009-July 2013
- Figure 18: New product launches in the UK air care market, % share, by company, Jan 2009-July 2013
- Odour neutralising tops new launch claims
-
- Figure 19: New product launches in the UK air care market, % share, by claim, Jan 2009-July 2013
- Fruity fragrances dominate fragrance innovation
-
- Figure 20: New product launches in the UK air care market, % share, by fragrance component group, Jan 2009-July 2013
- New varieties and range extensions dominate
-
- Figure 21: New product launches in the UK air care market, % share, by launch type, Jan 2009-July 2013
Market Size and Forecast
-
- Key points
- Steep decline in rate of market growth
-
- Figure 22: UK retail value sales and forecast of air fresheners and air care products, 2008-18
- The future
-
- Figure 23: Best- and worst-case forecast of UK sales of air fresheners and air care products, 2008-18
- Forecast methodology
Segment Performance
-
- Key points
- Scented candles continue to drive growth
-
- Figure 24: UK retail value sales of air fresheners and air care products, by segment, 2011-13
Market Share
-
- Key points
- Air Wick leads air care market
-
- Figure 25: Brand shares in air fresheners and air care, by value, year to June, 2012 and 2013
- Ambi Pur boosted by new range of plug-ins
-
- Figure 26: Brand shares in continuous electric air care, by value, year to June 2012 and 2013
- Top two brands gain market share in continuous non-electric
-
- Figure 27: Brand shares in continuous non-electric air care, by value, year to June 2012 and 2013
- Increased competition in scented candles
-
- Figure 28: Brand shares in scented candles, by value, year to June, 2012 and 2013
- Febreze increases lead in aerosols
-
- Figure 29: Brand shares in aerosols air care, by value, year to June 2012 and 2013
Companies and Products
-
- Reckitt Benckiser (Air Wick, Dettol)
-
- Figure 30: New product launches by RB in the UK air fresheners and air care market, October 2012-July 2013
- Figure 31: Main media advertising expenditure on air fresheners/fragrances, by Reckitt Benckiser, 2012
- Procter & Gamble (Ambi Pur, Febreze)
-
- Figure 32: New product launches by P&G in the UK air fresheners and air care market, October 2012-July 2013
-
- Figure 33: Main media advertising expenditure on air fresheners/fragrances, by P&G, 2012
- SC Johnson (Glade, Oust)
-
- Figure 34: New product launches by SC Johnson in the UK air fresheners and air care market, October 2012-July 2013
- Figure 35: Main media advertising expenditure on air fresheners/fragrances, by SC Johnson, 2012
- Other companies and brands
- Spotless Group
- Holt Lloyd
- MS George
-
- Figure 36: New product launches by MS George in the UK air fresheners and air care market, October 2012-June 2013
- Saxon Industries
- Yankee
- Shearer
Brand Communication and Promotion
-
- Key points
- Decline in total 2012 advertising
-
- Figure 37: Main media advertising expenditure on air fresheners/fragrances*, Jan 2009-July 2013
- P&G the biggest advertiser in air care
-
- Figure 38: Main media advertising expenditure on air fresheners/fragrances*, by advertiser, Jan 2009-July 2013
- Frebreze fabric refresher the leading campaign
-
- Figure 39: Main media advertising expenditure on air fresheners/fragrances, by top ten brands, 2012
- TV dominates air care advertising campaigns
-
- Figure 40: Main media advertising expenditure on air fresheners/fragrances*, % share, by media type, 2009-13
Channels to Market
-
- Key points
- Grocery multiples dominate sales
-
- Figure 41: UK retail value sales of air fresheners and air care products, by outlet type, 2011-13
Product Usage and Buying
-
- Key points
- Vast majority use air fresheners in homes
-
- Figure 42: Usage of different types of air fresheners in the last 12 months, July 2013
- Aerosols and scented candles most widely used
-
- Figure 43: Usage of different types of air fresheners in the last 12 months, August 2012 and July 2013
-
- Figure 44: Example of innovative plug in packaging, Thailand, 2012
- A fifth of people use five or more product types
-
- Figure 45: Number of different types of air fresheners used in last 12 months, July 2013
- Living rooms and bathrooms the biggest focus for air care
-
- Figure 46: Rooms where different types of air fresheners used, July 2013
-
- Figure 47: Number of different types of air fresheners used in last 12 months in particular rooms, July 2013
- Three quarters are buyers of air fresheners
-
- Figure 48: Purchasing of air fresheners in the last 12 months, by gender and age, July 2013
Elimination of Odours
-
- Key points
- Air fresheners most used for the kitchen and bathroom
-
- Figure 49: Odours people try to eliminate most frequently, July 2013
- Eliminating odours outside the kitchen or bathroom remains low
- Large households most likely to remove a wider range of odours
-
- Figure 50: Odours people try to eliminate most frequently, by household size, July 2013
- Young parents can be reached via parenting websites
Reasons for Using Air Fresheners
-
- Key points
- Sprays mainly focused on odour elimination
-
- Figure 51: Ways air fresheners used in the home, by type of air freshener, July 2013
- Scented candles add to room environment
- Powered air fresheners are more about air quality
Buying Behaviour
-
- Key points
- Three in four look to eliminate odour
-
- Figure 52: Purchasing behaviour when buying air fresheners, July 2013
- Refill subscriptions can target brand loyalty
- Themed packaging can boost seasonal scents
- Women more likely to make purchasing decisions based on scent
Interest in New Product Attributes and Formats
-
- Key points
- Strong interest in improving air quality through odour elimination
-
- Figure 53: Interest in new product attributes or formats for air fresheners, July 2013
- Extending the functionality of air fresheners
- From air care to health and wellness
- Delivery of scent to more areas of the home
Appendix – Market Size and Forecast
-
-
- Figure 54: Best- and worst-case forecast for UK retail sales of air fresheners, at current prices, 2013-18
- Figure 55: Unit sales of air fresheners, by segment, 2011 and 202
-
Appendix – Product Usage and Buying
-
-
- Figure 56: Usage of different types of air fresheners in the last 12 months, July 2013
- Figure 57: Number of different types of air fresheners used in the last 12 months, July 2013
-
- Figure 58: Usage of different types of air fresheners in the last 12 months, by number of different types of air fresheners used in the last 12 months, July 2013
- Figure 59: Rooms where different types of air fresheners used, July 2013
-
- Figure 60: Rooms where different types of air fresheners used (continued), July 2013
- Figure 61: Number of different types air fresheners used in bathrooms, July 2013
-
- Figure 62: Number of different types of air fresheners used in living or family rooms, July 2013
- Figure 63: Number of different types of air fresheners used in bedrooms, July 2013
-
- Figure 64: Number of different air fresheners used in adult bedrooms, July 2013
- Figure 65: Purchasing of air fresheners in the last 12 months, July 2013
-
- Figure 66: Usage of different types of air fresheners in the last 12 months, by demographics, July 2013
- Figure 67: Usage of different types of air fresheners in the last 12 months, by demographics, July 2013 (continued)
-
- Figure 68: Usage of different types of air fresheners in the last 12 months, by demographics, July 2013 (continued)
- Figure 69: Number of different types of air fresheners used in the last 12 months, by demographics, July 2013
-
- Figure 70: Rooms where air fresheners used in last 12 months, by demographics, July 2013
- Figure 71: Rooms where air fresheners used in the last 12 months, by demographics, July 2013 (continued)
-
- Figure 72: Rooms where sprays/aerosols used in last 12 months, by demographics, July 2013
- Figure 73: Rooms where sprays/aerosols used in the last 12 months, by demographics, July 2013 (continued)
-
- Figure 74: Rooms where plug-ins used in the last 12 months, by demographics, July 2013
- Figure 75: Rooms where plug-ins used in the last 12 months, by demographic, July 2013 (continued),
-
- Figure 76: Rooms where battery operated stand-alone sprays used in the last 12 months, by demographics, July 2013
- Figure 77: Rooms where battery operated stand-alone sprays used in the last 12 months, by demographics, July 2013 (continued)
-
- Figure 78: Rooms where non-powered stand-alone sprays used in the last 12 months, by demographics, July 2013
- Figure 79: Rooms where non-powered stand-alone sprays used in the last 12 months, by demographics, July 2013 (continued)
-
- Figure 80: Rooms where solid/gel air fresheners used in the last 12 months, by demographics, July 2013
- Figure 81: Rooms where solid/gel air fresheners used in the last 12 months, by demographic, July 2013 (continued)
-
- Figure 82: Rooms where scented candles used in last 12 months, by demographics, July 2013
- Figure 83: Rooms where scented candles used in the last 12 months, by demographics, July 2013 (continued)
-
- Figure 84: Rooms where incense used in the last 12 months, by demographics, July 2013
- Figure 85: Rooms where incense used in the last 12 months, by demographics, July 2013 (continued)
-
- Figure 86: Rooms where reed diffusers/scented oils used in last 12 months, by demographics, July 2013
- Figure 87: Rooms where reed diffusers/scented oils used in the last 12 months, by demographics, July 2013 (continued)
-
- Figure 88: Rooms where potpourri used in the last 12 months, by demographics, July 2013
- Figure 89: Rooms where potpourri used in the last 12 months, by demographics, July 2013 (continued)
-
- Figure 90: Where fabric fresheners/refresher used in the last 12 months, by demographics, July 2013
- Figure 91: Where fabric fresheners/refresher used in the last 12 months, by demographics, July 2013 (continued)
-
- Figure 92: Number of different types of air freshener used in the bathroom in the last 12 months, by demographics, July 2013
- Figure 93: Number of different air fresheners used in the living or family room in the last 12 months, by demographics, July 2013
-
- Figure 94: Number of different types of air freshener used in the bedroom in the last 12 months, by demographics, July 2013
- Figure 95: Number of different types of air fresheners used in adult bedrooms, by demographics, July 2013
-
- Figure 96: Purchasing of air fresheners in the last 12 months, by demographics, July 2013
-
Appendix – Elimination of Odours
-
-
- Figure 97: Odours people try to eliminate most frequently, July 2013
- Figure 98: Odours people try to eliminate most frequently, by demographics, July 2013
-
- Figure 99: Odours people try to eliminate most frequently, by demographics, July 2013 (continued)
-
Appendix – Reasons for Using Air Fresheners
-
-
- Figure 100: Usage of air fresheners in the home, July 2013
- Figure 101: Usage of air fresheners in the home – Use mainly when I smell a bad odour, by demographics, July 2013
-
- Figure 102: Usage of air fresheners in the home – Use to prepare for guests coming over, by demographics, July 2013
- Figure 103: Usage of air fresheners in the home – Use to add seasonal scents to my home, by demographics, July 2013
-
- Figure 104: Usage of air fresheners in the home – Use to improve air quality in my home, by demographics, July 2013
- Figure 105: Usage of air fresheners in the home – Use different scents for different rooms in my home, by demographics, July 2013
-
- Figure 106: Usage of air fresheners in the home – Use to add extra freshness after cleaning my home, by demographics, July 2013
- Figure 107: Usage of air fresheners in the home – Use in specific areas of the home that are more prone to bad odours, by demographics, July 2013
-
- Figure 108: Usage of air fresheners in the home – Use to create a more pleasant or relaxing room environment, by demographics, July 2013
-
Appendix – Buying Behaviour
-
-
- Figure 109: Purchasing behaviour when buying air fresheners, July 2013
- Figure 110: Purchasing behaviour when always buy the same brand vs buy whatever brand is on special offer and buy branded vs buy own-branded products, by demographics, July 2013
-
- Figure 111: Purchasing behaviour when buy in bulk vs buy small packs and buy light/subtle fragrances vs buy strong fragrances, by demographics, July 2013
- Figure 112: Purchasing behaviour when stick to the same fragrance vs try different fragrances and buy for a specific room vs Buy for general use around home, by demographics, July 2013
-
- Figure 113: Purchasing behaviour when buy to eliminate odours vs buy to mask odours and buy refills vs buy completely new device, by demographics, July 2013
- Figure 114: Purchasing behaviour when buy seasonal scents vs Buy all-year-round scents and buy based on price vs Buy based on fragrance, by demographics, July 2013
-
Appendix – Interest in New Product Attributes and Formats
-
-
- Figure 115: Interest in new product attributes or formats for air fresheners, July 2013
- Figure 116: Interest in new product attributes or formats for air fresheners – Products that improve the air quality in my home, by demographics, July 2013
-
- Figure 117: Interest in new product attributes or formats for air fresheners – Products that repel bugs and other pests, by demographics, July 2013
- Figure 118: Interest in new product attributes or formats for air fresheners – Products with anti-bacterial properties, by demographics, July 2013
-
- Figure 119: Interest in new product attributes or formats for air fresheners – Devices that detect the source of odours, by demographics, July 2013
- Figure 120: Interest in new product attributes or formats for air fresheners – Products that eliminate a higher percentage of odours, by demographics, July 2013
-
- Figure 121: Interest in new product attributes or formats for air fresheners – A product that changes colour when it needs to be replaced or a refill is needed, by demographics, July 2013
- Figure 122: Interest in new product attributes or formats for air fresheners – Products that contain more natural ingredients, by demographics, July 2013
-
- Figure 123: Interest in new product attributes or formats for air fresheners – Products that deliver relaxation/sleeping benefits, by demographics, July 2013
- Figure 124: Interest in new product attributes or formats for air fresheners – Products that help alleviate allergies, by demographics, July 2013
-
- Figure 125: Interest in new product attributes or formats for air fresheners – Products that I can use in conjunction with other household appliances, by demographics, July 2013
- Figure 126: Interest in new product attributes or formats for air fresheners – Products where you can customise/build your own scents, by demographics, July 2013
-
- Figure 127: Interest in new product attributes or formats for air fresheners – Scented cleaning tools that have air freshener scents built into them, by demographics, July 2013
- Figure 128: Interest in new product attributes or formats for air fresheners – Scented inserts that can be placed between the sheets/mattress to keep the bed smelling fresh, by demographics, July 2013
-
Back to top