Table of Contents
Introduction
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- Definition
- Report structure
- Methodology
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Best and worst-case forecast of sales of air fresheners in China, 2008-18
- Companies and brands
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- Figure 2: Air freshener brands in China, by brand share in value terms, 2010-12
- The consumer
- Air fresheners enjoy high penetration in China
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- Figure 3: Air fresheners used in the past 12 months, August 2013
- Bathroom odour the key type that consumers want to eliminate
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- Figure 4: Types of odours users of air fresheners try to remove most frequently, August 2013
- Having natural ingredients becomes the most important factor for buying air fresheners
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- Figure 5: Most important factors influencing choice of air fresheners, August 2013
- Attitudes towards using air fresheners
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- Figure 6: Attitudes towards using air fresheners, August 2013
- General attitudes towards air fresheners
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- Figure 7: General attitudes towards air fresheners, August 2013
- Key trends
- Reaching the high-end market with emotional benefits and natural ingredients
- The future of car air fresheners
- Health concerns and air fresheners
- What we think
The Market
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- Key points
- Market size and forecast
- Air fresheners market shows steady increase from 2008-2013
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- Figure 8: Sales and forecast of air fresheners in China, by value, 2008-18
- Forecast: the market shows growth rate slowing
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- Figure 9: Best and worst-case forecast of sales of air fresheners in China, 2008-18
- Market segmentation
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- Figure 10: Value sales of air fresheners in China, by segment, 2009-12
- Aerosols dominant but with a declining market share
- Air fresheners with emotional benefits need revitalisation
- Car ownership leading to a surge in sales of car air fresheners
- Slow release is slowly losing ground to other segments
- Market drivers
- Consumers are getting more health-conscious
- Tackling consumer concerns using new and natural materials
- Moving from covering to absorbing
- The 4-2-1 family structure and its impact on air fresheners
- The evolving functionality of air fresheners: moving from odour-killing to mood-setting
- Growing car ownership drives the car air fresheners segment up
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- Figure 11: Car sales in China, 2007-12
Companies and Brands
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- Key points
- Brand share
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- Figure 12: Air freshener brands in China, by brand share in value terms, 2010-12
- Companies
- SC Johnson & Son, Inc.
- Guangzhou Houdy Cosmetics Co., Ltd.
- Hebei Konda Co., Ltd.
- Shanghai Kobayashi Daily Chemicals Co., Ltd.
- Amway Co., Ltd.
The Consumer – Usage of Air Freshener Products
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- Key points
- Air fresheners enjoy high penetration in China
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- Figure 13: Air fresheners used in the past 12 months, August 2013
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- Figure 14: Air fresheners used in the past 12 months, by type of air freshener, August 2013
- Air fresheners with emotional benefits are more appealing to women
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- Figure 15: Air fresheners used in the past 12 months, by gender, August 2013
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- Figure 16: More than five types of air freshener products used in the past 12 months, by gender, August 2013
- Parents with young children are more likely to use air fresheners
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- Figure 17: Air fresheners used in the past 12 months, by age of children at home, August 2013
- Types of air fresheners used correlated with odours aimed at eliminating
- Chinese consumers are likely to buy multiple air freshener products
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- Figure 18: Number of different types of air freshener products used in the past 12 months, August 2013
- Parents with young children are more likely to have multiple air fresheners
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- Figure 19: More than five types of air freshener products used in the past 12 months, by age of children at home, August 2013
The Consumer – Elimination of Odour by Type
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- Key points
- Bathroom odour the key type of odour consumers want to eliminate
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- Figure 20: Types of odours users of air fresheners try to remove most frequently, August 2013
- Multiple purpose products have potential…
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- Figure 21: Number of different types of odours people try to remove frequently, August 2013
- … but bathroom odour is still the key reason behind using air fresheners
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- Figure 22: Types of odours users of air fresheners trying to remove, by those trying mostly to remove one odour, August 2013
The Consumer – Factors Influencing Choice
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- Key points
- Having natural ingredients is the most important factor for buying air fresheners
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- Figure 23: Most important factors influencing choice of air fresheners, August 2013
- Women are more likely to consider scents as important
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- Figure 24: Selected important factors when buying air fresheners, by gender, August 2013
- High-earners consider well-known brand an important factor
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- Figure 25: Selected important factors when buying air fresheners, by household income, August 2013
- Parents are less likely to consider promotional offers as important…
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- Figure 26: Importance of promotional offers when buying air fresheners, by having children, August 2013
- … and parents with younger children pay more attention to chemical-free claims
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- Figure 27: Importance of being chemical-free when buying air fresheners, by having children, August 2013
The Consumer – Usage and Buying Preferences
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- Key points
- Attitudes towards using air fresheners
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- Figure 28: Attitudes towards using air fresheners, August 2013
- High earners show greater brand loyalty …
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- Figure 29: Agreement with the statement “I tend to stick to the same air freshener products” when referring to air fresheners for the home, by personal income, August 2013
- … and they are more likely than average to prefer well-known brands
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- Figure 30: Agreement with the statement “I prefer air fresheners of well-known brands than private labels” when referring to air fresheners for the home, by personal income, August 2013
- Changing scents from time to time is important to older women from tier one cities
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- Figure 31: Agreement with the statement “I tend to switch air fresheners’ scents from time to time” when referring to air fresheners for the home, by demographics, August 2013
- Consumers in their twenties tend to prefer international brands when using car air fresheners…
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- Figure 32: Agreement with the statement “I prefer using air fresheners from international brands” when referring to car air fresheners, by age, August 2013
- … and they show greater brand loyalty than average
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- Figure 33: Agreement with the statement “I tend to stick to the same air freshener products”, by age, August 2013
The Consumer – Attitudes towards Using Air Fresheners
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- Key points
- General attitudes towards air fresheners
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- Figure 34: General attitudes towards air fresheners, August 2013
- Parents with younger children less likely to consider international brands as overpriced…
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- Figure 35: Agreement with the statement “Air fresheners from international brands tend to be overpriced”, by age of children, August 2013
- … and younger consumers less likely to consider international brands as overpriced
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- Figure 36: Agreement with the statement “Air fresheners from international brands tend to be overpriced”, by age, August 2013
- International brands are more appealing to consumers from tier one cities
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- Figure 37: Agreement with the statement “Air fresheners from international brands are safer to use”, by city tier, August 2013
- Attitudes towards extra functionality
- High earners more likely to prefer self-detection of odours as an extra function…
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- Figure 38: Agreement with the statement “I would prefer air fresheners with the capability of automatically detecting the source of odour”, by household income, August 2013
- … and natural ingredients also more attractive to high earners than average
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- Figure 39: Agreement with the statement “I would like to try air fresheners made of natural ingredients”, by personal income, August 2013
Key Issue – Reaching the High-end Market with Emotional Benefits and Natural Ingredients
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- Key points
- The growing middle class shows the increasing popularity of xiaozi lifestyle
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- Figure 40: Disposable income per urban household in China, 2000-12
- Air fresheners with emotional benefits tend to be attractive to Chinese consumers…
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- Figure 41: Attitudes towards using air fresheners, August 2013
- … but products with emotional benefits are still limited
- High earners show a stronger preference for having natural ingredients in air fresheners…
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- Figure 42: Agreement with the statement “I would like to try air fresheners made of natural ingredients”, by income, August 2013
- … and tend to show greater brand loyalty and stronger preferences towards well-known brands compared with mid to low earners
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- Figure 43: Agreement with the statement “I tend to stick to the same air freshener products”, by income, August 2013
- Figure 44: Agreement with the statement “I prefer air fresheners of well-known brands than private labels”, by income, August 2013
- Differentiating air freshener products based on where they are being used
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- Figure 45: Different types of air freshener products used, August 2013
- What does it mean?
Key Issue – The Future of Car Air Fresheners
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- Key points
- Background
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- Figure 46: Car sales in China (‘000 vehicles), 2007-12
- Certain extra functions show potential in some consumer segments
- Extra functions tend to be less important for air freshener products for car compared with home use…
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- Figure 47: Agreement with the statement “I prefer to buy air fresheners offering extra functionalities”, by place of using, August 2013
- … but automatic detection is especially important…
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- Figure 48: Agreement with the statement “I would prefer air fresheners with the capability of automatically detecting the source of odour”, by place of using, August 2013
- … and customising scents is also attractive
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- Figure 49: Agreement with the statement “I would be interested in customising my choice of scents for the air fresheners I use”, by place of using, August 2013
- Consumers tend to be more loyal when buying car air fresheners
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- Figure 50: Agreement with the statement “I tend to stick to the same air freshener product”, by place of using, August 2013
- High earners are more likely to use car air fresheners
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- Figure 51: Car fresheners used in the past 12 months, by income, August 2013
- Natural ingredients are the most important factor when buying car air fresheners…
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- Figure 52: Important factors when buying air fresheners, August 2013
- …while improving air quality is important when using car air fresheners
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- Figure 53: Attitudes towards using air fresheners, August 2013
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- Figure 54: Agreement with selected attitudinal statements towards using air fresheners, by place of using, August 2013
- What does it mean?
Key Issue – Health Concerns and Air Fresheners
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- Background
- Negative perceptions towards air fresheners are prevalent…
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- Figure 55: Agreement with selected attitudinal statements towards air fresheners in general, August 2013
- … but usage of air fresheners remains high
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- Figure 56: Air fresheners used in the past 12 months, August 2013
- Figure 57: Air fresheners used in the past 12 months, August 2013
- Fragrance-free odour absorption air freshener products gain momentum
- Natural ingredients and eliminating odours are the most important factors when buying air fresheners
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- Figure 58: Important factors when buying air fresheners, August 2013
- Scents tend to indicate the products as ‘unhealthy’ and ‘chemical’
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- Figure 59: Attitude towards strong scents in air fresheners, August 2013
- Figure 60: Unfragranced new product launches in air care in China, 2010-12
- Chinese consumers hold polarised views on the origin of air freshener products
- International brands tend to enjoy positive perceptions…
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- Figure 61: Agreement with the statement “air fresheners from international brands are safer to use”, August 2013
- Figure 62: Selected demographics of the Health-concerned segment, August 2013
- … but many also consider domestic brands just as good as international brands
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- Figure 63: Agreement with the statement “The quality of air fresheners from China’s own brands are just as good as international brands”, August 2013
- Figure 64: Selected demographics of the pro-domestic segment, August 2013
- Parents with young children are more willing to buy air fresheners from international brands
- Parents of young children are particularly concerned over the health implications of using air fresheners…
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- Figure 65: “Chemical free” as an important factor when buying air fresheners, by age of children, August 2013
- … and they are less sensitive to price …
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- Figure 66: “Low price” as an important factor when buying air fresheners, by age of children, August 2013
- … in particular when buying products from international brands
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- Figure 67: Agreement with the statement “air fresheners from international brands tend to be overpriced”, by age of children, August 2013
- What does it mean?
Appendix – Air Fresheners Used in Past 12 Months
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- Figure 68: Air fresheners used in the past 12 months, August 2013
- Figure 69: Most popular air fresheners used in the past 12 months, by demographics, August 2013
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- Figure 70: Next most popular air fresheners used in the past 12 months, by demographics, August 2013
- Figure 71: Other air fresheners used in the past 12 months, by demographics, August 2013
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- Figure 72: Air fresheners used in the past 12 months, by the most important factors for buying air fresheners, August 2013
- Figure 73: Air fresheners used in the past 12 months, by the next most important factors for buying air fresheners, August 2013
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- Figure 74: Air fresheners used in the past 12 months, by other important factors for buying air fresheners, August 2013
- Figure 75: Air fresheners used in the past 12 months, by attitudes towards using air fresheners, August 2013
- Repertoire analysis
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- Figure 76: Repertoire of air fresheners used in the past 12 months, August 2013
- Figure 77: Repertoire of air fresheners used in the past 12 months, by demographics, August 2013
- Figure 78: Air fresheners used in the past 12 months, by repertoire of air fresheners used in the past 12 months, August 2013
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Appendix – Where Air Fresheners are Used
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- Figure 79: Where air fresheners are used, August 2013
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- Figure 80: Where air fresheners are used, August 2013
- Figure 81: Most popular where air fresheners are used, by demographics, August 2013
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- Figure 82: Next most popular where air fresheners are used, by demographics, August 2013
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Appendix – Types of Odours to Remove
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- Figure 83: Types of odours to remove, August 2013
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- Figure 84: Most popular types of odours to remove, by demographics, August 2013
- Figure 85: Next most popular types of odours to remove, by demographics, August 2013
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- Figure 86: Other types of odours to remove, by demographics, August 2013
- Repertoire analysis
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- Figure 87: Repertoire of types of odours to remove, August 2013
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Appendix – Most Important Factors for Buying Air Fresheners
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- Figure 88: Most important factors for buying air fresheners, August 2013
- Figure 89: Most important factors for buying air fresheners, by demographics, August 2013
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- Figure 90: Next most important factors for buying air fresheners, by demographics, August 2013
- Figure 91: Other important factors for buying air fresheners, by demographics, August 2013
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- Figure 92: Most important factors for buying air fresheners, by most popular air fresheners used in the past 12 months, August 2013
- Figure 93: Most important factors for buying air fresheners, by next most popular air fresheners used in the past 12 months, August 2013
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- Figure 94: Most important factors for buying air fresheners, by other air fresheners used in the past 12 months, August 2013
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Appendix – Attitudes towards Using Air Fresheners
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- Figure 95: Attitudes towards using air fresheners, August 2013
- Figure 96: Most popular attitudes towards using air fresheners – Used for your home, by demographics, August 2013
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- Figure 97: Next most popular attitudes towards using air fresheners – Used for your home, by demographics, August 2013
- Figure 98: Other attitudes towards using air fresheners – Used for your home, by demographics, August 2013
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- Figure 99: Most popular attitudes towards using air fresheners – Used for your car, by demographics, August 2013
- Figure 100: Next most popular attitudes towards using air fresheners – Used for your car, by demographics, August 2013
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- Figure 101: Other attitudes towards using air fresheners – Used for your car, by demographics, August 2013
- Figure 102: Attitudes towards using air fresheners, by most popular air fresheners used in the past 12 months, August 2013
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- Figure 103: Attitudes towards using air fresheners, by next most popular air fresheners used in the past 12 months, August 2013
- Figure 104: Attitudes towards using air fresheners, by other air fresheners used in the past 12 months, August 2013
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Appendix – General Attitudes towards Air Fresheners
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- Figure 105: General attitudes towards air fresheners, August 2013
- Figure 106: Agreement with the statement ‘I am concerned that the chemicals used in air fresheners is harmful to my health’, by demographics, August 2013
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- Figure 107: Agreement with the statement ‘It is better to get rid of bad odours via good ventilation than using air fresheners’, by demographics, August 2013
- Figure 108: Agreement with the statement ‘Air fresheners only cover odours but cannot eliminate it completely’, by demographics, August 2013
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- Figure 109: Agreement with the statement ‘I would prefer air fresheners with the capability of automatically detecting the source of odour’, by demographics, August 2013
- Figure 110: Agreement with the statement ‘I would be interested in customising my choice of scents for the air fresheners I use’, by demographics, August 2013
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- Figure 111: Agreement with the statement ‘I would like to try air fresheners made of natural ingredients’, by demographics, August 2013
- Figure 112: Agreement with the statement ‘I would consider using air fresheners providing air purifying functions’, by demographics, August 2013
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- Figure 113: Agreement with the statement ‘Air fresheners from international brands tend to be overpriced’, by demographics, August 2013
- Figure 114: Agreement with the statement ‘The quality of air fresheners from China’s own brands are just as good as international brands’, by demographics, August 2013
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- Figure 115: Agreement with the statement ‘Air fresheners from international brands are safer to use’, by demographics, August 2013
- Figure 116: General attitudes towards air fresheners, by most popular air fresheners used in the past 12 months, August 2013
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- Figure 117: General attitudes towards air fresheners, by next most popular air fresheners used in the past 12 months, August 2013
- Figure 118: General attitudes towards air fresheners, by other air fresheners used in the past 12 months, August 2013
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Appendix – Further Analysis
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- Figure 119: Target groups, August 2013
- Figure 120: Target groups, by demographics, August 2013
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- Figure 121: General attitudes towards air fresheners, by target groups, August 2013
- Figure 122: Air fresheners used in the past 12 months, by target groups, August 2013
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