Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- 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, 2008-18
- Market factors
- Consumers have a more positive outlook
- Growing black and Hispanic segments will help the category
- Greater desire for transparency
- Segment performance
-
- Figure 2: Total U.S. retail sales of air fresheners, by segment, at current prices, 2011 and 2013
- Market players
-
- Figure 3: Share of MULO sales of air fresheners, by leading companies, 2013
- The consumer
- Aerosols most commonly used air freshener product
-
- Figure 4: Air freshener usage, July 2013
- Younger men and women have more complex air freshener usage routines
- Scent testing crucial when it comes to shopping for air fresheners
-
- Figure 5: Shopping behaviors, July 2013
- Consumers interested in seeing air freshener products with added functional benefits
-
- Figure 6: Any interest in new product attributes and formats, July 2013
- What we think
Issues and Insights
-
- Plug-in and battery-operated product segment struggling to grow
- Issues
- Insights
- Desire for more transparency and “better for you” products
- Issues
- Insights
- Expanding an already mature market
- Issues
- Insights
Trend Applications
-
- Trend: Many Mes
- Trend: Transumers
- Mintel Futures: Brand Intervention
Market Size and Forecast
-
- Key points
- Category is recovering and growth expected in the next few years
- Sales and forecast of air fresheners
-
- Figure 7: Total U.S. retail sales and forecast of air fresheners, at current prices, 2008-18
- Figure 8: Total U.S. retail sales and forecast of air fresheners, at inflation-adjusted prices, 2008-18
- Fan chart forecast
-
- Figure 9: Total U.S. retail sales and fan chart forecast of air fresheners, at current prices, 2008-18
Market Drivers
-
- Key points
- Consumer confidence in economy is growing
-
- Figure 10: University of Michigan’s index of consumer sentiment (ICS), 2007-13
- Growing ethnic populations to help market based on their high usage
-
- Figure 11: Population, by race and Hispanic origin, 2008-18
- Greater desire for transparency
Competitive Context
-
- Scented candles provide strong competition
- Opportunity for the air fresheners market
- Scented cleaning products can pull consumers away from category
- Opportunity for the air fresheners market
Segment Performance
-
- Key points
- Plug-in and battery-operated air fresheners top segment in the market
- Aerosols benefit from convenience and ease of use they provide
- Vehicle air fresheners segment doubles in size
- Slow-release segment does well, but still has catching up to do
- Sales of air fresheners, by segment
-
- Figure 12: Total U.S. retail sales of air fresheners, by segment, at current prices, 2011 and 2013
Segment Performance—Plug-In and Battery-Operated Air Fresheners
-
- Key points
- Flat sales expected for plug-in and battery-operated segment
- Sales and forecast of plug-in and battery-operated air fresheners
-
- Figure 13: Total U.S. retail sales and forecast of plug-in and battery-operated air fresheners, at current prices, 2008-13
Segment Performance—Aerosol Air Fresheners
-
- Key points
- Aerosols benefit from being most widely used air freshener form
- Sales and forecast of aerosol air fresheners
-
- Figure 14: Total U.S. retail sales and forecast of aerosol air fresheners, at current prices, 2008-13
Segment Performance—Vehicle Air Fresheners
-
- Key points
- Febreze transforms the vehicle segment and doubles its size
- Sales and forecast of vehicle air fresheners
-
- Figure 15: Total U.S. retail sales and forecast of vehicle air fresheners, at current prices, 2008-13
Segment Performance—Slow-Release Air Fresheners
-
- Key points
- Slow-release air fresheners post solid growth in past two years
- Sales and forecast of slow-release air fresheners
-
- Figure 16: Total U.S. retail sales and forecast of slow-release air fresheners, at current prices, 2008-13
Retail Channels
-
- Key points
- Most air freshener purchases happening through “other retail channels”
- Sales of air fresheners, by channel
-
- Figure 17: Total U.S. retail sales of air fresheners, by channel, at current prices, 2011-13
- Figure 18: Total U.S. retail sales of air fresheners, by channel, at current prices, 2008-13
Leading Companies
-
- Key points
- SC Johnson and P&G lead the MULO market
- MULO manufacturer sales of air fresheners
-
- Figure 19: MULO sales of air fresheners, by leading companies, 2012 and 2013
Brand Share—Plug-In and Battery-Operated Air Fresheners
-
- Key points
- SC Johnson and Reckitt Benckiser top two segment players
- MULO sales of plug-in and battery-operated air fresheners
-
- Figure 20: MULO sales of plug-in and battery-operated air fresheners, by leading companies, 2012 and 2013
Brand Share—Aerosol Air Fresheners
-
- Key points
- P&G leading with Febreze brand
- Henkel Group growing in both sales and market share
- SC Johnson and Reckitt Benckiser find success in MULO aerosol segment
- MULO sales of aerosol air fresheners
-
- Figure 21: MULO sales of aerosol air fresheners, by leading companies, 2012 and 2013
Brand Share—Vehicle Air Fresheners
-
- Key points
- P&G biggest success story for the segment
- Well-known vehicle freshener brands struggle
- Success of Febreze and Glade underscore opportunity for other brands
- MULO sales of vehicle air fresheners
-
- Figure 22: MULO sales of vehicle air fresheners, by leading companies, 2012 and 2013
Brand Share—Slow-Release Air Fresheners
-
- Key points
- Henkel Group leads the MULO slow-release segment
- Febreze Stick & Refresh enjoys success
- MULO sales of slow-release air fresheners
-
- Figure 23: MULO sales of slow-release air fresheners, by leading companies, 2012 and 2013
Innovations and Innovators
-
- Yankee Candle and Bath & Body Works leading 2013 with most product launches
-
- Figure 24: Air freshener product launches, by company, 2008-13
- Refill top claim, seasonal claims gaining ground
-
- Figure 25: Air freshener product launches, by claims, 2008-13
- Gourmet/edible and fresh/clean top fragrance group
-
- Figure 26: Air freshener product launches, by fragrance component group, 2008-13
- Seasonal collections keep consumers engaged year-round
- Refill options are plentiful
- New diffuser models beyond reeds
- Relaxation and winding down for sleep are emerging benefits
Marketing Strategies
-
- Overview
- Glade focuses on marketing seasonal scent collections
-
- Figure 27: Glade print ad, 2013
- Figure 28: Glade print ad and coupons, August 2013
- Febreze continues to put consumers’ noses to the test
-
- Figure 29: Febreze Stick & Refresh TV ad, 2013
-
- Figure 30: Febreze car vent clip TV ad, 2013
- Air Wick strongly promoting national parks collection
-
- Figure 31: Air Wick National Park TV ad, 2013
Social Media
-
- Key points
- Key social media metrics
-
- Figure 32: Key brand metrics, air freshener brands, August 2013
- Market overview
- Brand usage and awareness
-
- Figure 33: Usage and awareness of selected air freshener brands, July 2013
- Interaction with brands
-
- Figure 34: Interaction with selected air freshener brands, May 2013
- Online conversations
-
- Figure 35: Online mentions, selected air freshener brands, by week, Feb. 3-Aug. 4, 2013
- Where are people talking about air freshener brands?
-
- Figure 36: Mentions, by page type, selected air freshener brands, Feb. 3-Aug. 4, 2013
- What are people talking about?
-
- Figure 37: Mentions, by type of conversation, selected air freshener brands, Feb. 3-Aug. 4, 2013
-
- Figure 38: Major areas of discussion surrounding air freshener brands, by week, Feb. 3-Aug. 4, 2013
- Figure 39: Major areas of discussion surrounding air freshener brands, by page type, Feb. 3-Aug. 4, 2013
- Brand analysis
- Febreze
-
- Figure 40: Febreze key social media indicators, August 2013
- Key online campaigns
- What we think
- Glade
-
- Figure 41: Glade key social media indicators, August 2013
- Key online campaigns
- What we think
- Bath & Body Works
-
- Figure 42: Bath & Body Works key social media indicators, August 2013
- Key online campaigns
- What we think
- The Yankee Candle Company
-
- Figure 43: The Yankee Candle Company key social media indicators, August 2013
- Key online campaigns
- What we think
- Air Wick
-
- Figure 44: Air Wick key social media indicators, August 2013
- Key online campaigns
- What we think
- Renuzit
-
- Figure 45: Renuzit key social media indicators, August 2013
- Key online campaigns
- What we think
Air Freshener Usage
-
- Key points
- Air freshener usage incidence is high
-
- Figure 46: Air freshener usage, July 2013
-
- Figure 47: Types of air fresheners used, February 2007-March 2013
- Women more likely than men to use air fresheners
-
- Figure 48: Air freshener usage, by gender and age, July 2013
- Usage decreases with affluence
-
- Figure 49: Air freshener usage, by household income, July 2013
- Households with children have higher incidence of use
-
- Figure 50: Air freshener usage, by presence of children in household, July 2013
Brand Usage
-
- Key points
- Febreze most commonly used air freshener brand
-
- Figure 51: Brands of air fresheners used, by household income, January 2012-March 2013
Air Freshener Usage Around the Home
-
- Key points
- Consumers use different formats in different rooms around the home
-
- Figure 52: Air Freshener usage locations, July 2013
- Bathroom odors are most common odors consumers trying to tackle
-
- Figure 53: Household odors, July 2013
- Greater focus on bedroom-specific products may increase usage in this space
-
- Figure 54: Types of air fresheners used in adult bedrooms, by age, July 2013
Usage Behaviors
-
- Key points
- Younger consumers use air fresheners proactively and reactively
-
- Figure 55: Air freshener usage behaviors, by gender and age, July 2013
- Less affluent respondents more likely to be using products as needed
-
- Figure 56: Air freshener usage behaviors, by household income, July 2013
Shopping Behaviors
-
- Key points
- Scent testing is very important for consumers
-
- Figure 57: Shopping behaviors, by gender and age, July 2013
- Decreasing affluence increases likelihood of buying products based on price
-
- Figure 58: Shopping behaviors, by household income, July 2013
- Yankee Candle and Bath & Body Works offer more scent-testing opportunities
-
- Figure 59: Shopping behaviors, by brands of air fresheners, July 2013
New Product Opportunities
-
- Key points
- Consumers looking to improve air quality and repel bugs
-
- Figure 60: Interest in new product attributes and formats, July 2013
- Younger consumers interested in added functional benefits and convenience
-
- Figure 61: Interest in new product attributes and formats, by gender and age, July 2013
- Lower- to middle-income consumers interested in all-natural ingredients
-
- Figure 62: Interest in new product attributes and formats, by household income, July 2013
Race and Hispanic Origin
-
- Key points
- Black consumers and Hispanics most likely to use several types of air fresheners
-
- Figure 63: Air freshener usage, by race/Hispanic origin, July 2013
- Black consumers most likely to use air fresheners as part of cleaning routine
-
- Figure 64: Air freshener usage behaviors, by race/Hispanic origin, July 2013
- Scent testing most important to Hispanics
-
- Figure 65: Shopping behaviors, by race/Hispanic origin, July 2013
- Racial and ethnic segments interested in number of new products benefits
-
- Figure 66: Interest in new product attributes and formats, by race/Hispanic origin, July 2013
Appendix – Other Useful Consumer Tables
-
- Air freshener usage
-
- Figure 67: Air freshener usage, by gender, July 2013
-
- Figure 68: Air freshener usage, by age, July 2013
-
- Figure 69: Air freshener usage, February 2007-March 2013
- Brand usage
-
- Figure 70: Brands of air fresheners used, by presence of children in household, January 2012-March 2013
-
- Figure 71: Brands of air fresheners used, by race/Hispanic origin, January 2012-March 2013
- Air freshener usage around the home
-
- Figure 72: Any bathroom usage, by age, July 2013
-
- Figure 73: Any living room or family room usage, by age, July 2013
- Usage behaviors
-
- Figure 74: Air freshener usage behaviors, by presence of children in household, July 2013
- Household odors
-
- Figure 75: Household odors, by gender, July 2013
-
- Figure 76: Household odors, by gender and age, July 2013
-
- Figure 77: Household odors, by household income, July 2013
-
- Figure 78: Household Odors, by race/Hispanic origin, July 2013
-
- Figure 79: Household odors, by air freshener usage, part 1, July 2013
-
- Figure 80: Household odors, by air freshener usage, part 2, July 2013
- Shopping behaviors
-
- Figure 81: Shopping behaviors, by gender, July 2013
-
- Figure 82: Shopping behaviors, by age, July 2013
- New product opportunities
-
- Figure 83: Interest in new product attributes and formats, by gender, July 2013
-
- Figure 84: Interest in new product attributes and formats, by age, July 2013
-
- Figure 85: Interest in new product attributes and formats, by presence of children in household, July 2013
-
- Figure 86: Interest in new product attributes and formats, by brands of air fresheners, July 2013
Appendix – Social Media
-
- Brand usage or awareness
-
- Figure 87: Brand usage or awareness, July 2013
- Figure 88: Air Wick usage or awareness, by demographics, July 2013
-
- Figure 89: Febreze usage or awareness, by demographics, July 2013
- Figure 90: Glade usage or awareness, by demographics, July 2013
-
- Figure 91: Renuzit usage or awareness, by demographics, July 2013
- Figure 92: Bath & Body Works usage or awareness, by demographics, July 2013
-
- Figure 93: The Yankee Candle Company usage or awareness, by demographics, July 2013
- Activities done
-
- Figure 94: Activities done, July 2013
- Figure 95: Air Wick—Activities done, by demographics, July 2013
-
- Figure 96: Febreze—Activities done, by demographics, July 2013
-
- Figure 97: Febreze—Activities done, by demographics, July 2013 (continued)
-
- Figure 98: Glade—Activities done, by demographics, July 2013
- Figure 99: Renuzit—Activities done, by demographics, July 2013
-
- Figure 100: Bath & Body Works—Activities done, by demographics, July 2013
-
- Figure 101: The Yankee Candle Company—Activities done, by demographics, July 2013
- Online conversations
-
- Figure 102: Online mentions, selected air freshener brands, by week, Feb. 3-Aug. 4, 2013
- Figure 103: Mentions by page type, selected air freshener brands, Feb. 3-Aug. 4, 2013
- Figure 104: Mentions by type of conversation, selected air freshener brands, Feb. 3-Aug. 4, 2013
-
- Figure 105: Major areas of discussion surrounding air freshener brands, by week, Feb. 3-Aug. 4, 2013
- Figure 106: Major areas of discussion surrounding air freshener brands, by page type, Feb. 3-Aug. 4, 2013
Appendix – Trade Associations
Back to top