Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- The market
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- Figure 1: Total US retail sales and fan chart forecast of air care products, at current prices, 2009-19
- Market factors
- Consumers still looking to save despite growing confidence in economy
- Growth in Black and Hispanic populations will help the air care market
- Segment performance
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- Figure 2: Total US retail sales and forecast of air care products, by segment, at current prices, 2011-16
- Market players
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- Figure 3: Share of MULO sales of air care products, by leading companies, 2014
- The consumer
- Aerosols and scented candles are the most popular air care products
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- Figure 4: Air care product usage, May 2014
- Scent and price top consideration for air care product users
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- Figure 5: Top air care product attributes, May 2014
- Consumers prefer spice/ingredient scents
- Consumers have an interest in a number of new product benefits and innovations
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- Figure 6: Interest in buying and willingness to pay more for new air care products and attributes, May 2014
- What we think
Issues and Insights
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- Reinvigorate candle sales
- The issues
- The implications
- Expand the current market with new products and functional benefits
- The issues
- The implications
- Better engage male consumers
- The issues
- The implications
Trend Application
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- Trend: Mood to Order
- Trend: Objectify
- Trend: Prepare for the Worst
Market Size and Forecast
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- Key points
- Sales and forecast of air care
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- Figure 7: Total US retail sales and forecast of air care products, at current prices, 2009-19
- Figure 8: Total US retail sales and forecast of air care products, at inflation-adjusted prices, 2009-19
- Flat sales expected for air care market
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- Figure 9: Total US retail sales and fan chart forecast of air care products, at current prices, 2009-19
- Forecast methodology
Market Drivers
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- Key points
- Consumer confidence is growing, but consumers still look to save
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- Figure 10: University of Michigan’s index of consumer sentiment (ICS), 2007-14
- Median household income continues to decline
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- Figure 11: Median household income, in inflation-adjusted dollars, 2002-12
- Hispanic and Black population growth will help air care category
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- Figure 12: Population, by race and Hispanic origin, 2009-19
- Concern persists around product safety
Competitive Context
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- Scented cleaning products are strong source of competition for market
- Opportunity for the air care market
Segment Performance
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- Key points
- Air care sales by segment
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- Figure 13: Segment share of total US retail sales of air care products, 2014
- Candles sales are declining
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- Figure 14: Diamond Candles Cinnamon Tea Ring Candle
- Figure 15: Total US retail sales and forecast of candles, at current prices, 2009-19
- Home air freshener sales have been flat since 2010
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- Figure 16: Total US retail sales and forecast of home air fresheners, at current prices, 2009-19
- Vehicle air freshener sales see significant gains thanks to Febreze
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- Figure 17: Total US retail sales and forecast of vehicle air fresheners, at current prices, 2009-14
Retail Channels
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- Key points
- Most air care purchases take place through “other retail channels”
- Sales of air care products, by channel
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- Figure 18: Total US retail sales of air care products, by channel, at current prices, 2009-14
Leading Companies
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- Key points
- Air care market continues to be competitive
- MULO manufacturer sales of air care products
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- Figure 19: MULO sales of air care products, by leading companies, 2013 and 2014
Brand Share – Candles
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- Key points
- Retailers lead candle segment with private label offerings
- Top candle brands struggled during review period
- MVP Group International finds success with Febreze licensing deal
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- Figure 20: Febreze Home Collection products
- MULO sales of candles
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- Figure 21: MULO sales of candles, by leading companies, 2013 and 2014
- Glade enjoys highest household penetration and brand loyalty
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- Figure 22: Key purchase measures for the top brands of candles, by household penetration, 52-weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Brand Share – Home Air Fresheners
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- Key points
- Top home air freshener brands experience flat sales across the board
- Febreze finds success with Sleep Serenity line while other products struggle
- Private label sees big gains
- MULO sales of home air fresheners
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- Figure 23: MULO sales of home air fresheners, by leading companies, 2013 and 2014
- SC Johnson see gains in home air freshener household penetration and brand loyalty
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- Figure 24: Key purchase measures for the top brands of home air fresheners, by household penetration, 52-weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Brand Share – Vehicle Air Fresheners
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- Key points
- P&G leads vehicle air freshener segment
- MULO sales of vehicle air fresheners
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- Figure 25: MULO sales of vehicle air fresheners, by leading companies, 2013 and 2014
- Figure 26: Key purchase measures for the top brands of vehicle air fresheners, by household penetration, 52-weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
Innovations and Innovators
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- Candles account for majority of new product launches
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- Figure 27: Share of air care product launches, by format, 2009-14
- Yankee Candle, Limited Brands leading 2014 with most product launches
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- Figure 28: Share of air care product launches, by company, 2009-14
- Products with seasonal claims growing
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- Figure 29: Share of air care product launches, by product claims, 2009-14
- Air care products as mood-altering aids
- More variety in private label offerings
Marketing Strategies
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- Overview
- Air Wick focuses on fragrance in print ads
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- Figure 30: Air Wick holiday print ad
- Figure 31: Air Wick Essential Oils print ad
- Glade makes emotional connection to fragrances
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- Figure 32: What will Glade inspire in you? advertisement
- Febreze utilizes humor in new “noseblind” campaign
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- Figure 33: Febreze “the Smelliest Catch” TV advertisement
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 34: Key performance indicators, selected air care brands, July 7, 2013-July 6, 2014
- Brand usage and awareness
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- Figure 35: Brand usage and awareness of air care brands, May 2014
- Interaction with brands
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- Figure 36: Interaction with air care brands, May 2014
- Leading online campaigns
- Content marketing
- Celebrity partnerships
- Facebook games and apps
- What we think
- Online conversations
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- Figure 37: Online mentions, selected air care brands, July 7, 2013-July 6, 2014
- Where people are talking about air care brands
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- Figure 38: Mentions by page type, selected air care brands, July 7, 2013-July 6, 2014
- What people are talking about online
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- Figure 39: Mentions by topic of conversation, selected air care brands, July 7, 2013-July 6, 2014
Product Usage
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- Key points
- Aerosols and scented candles most popular air care products
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- Figure 40: Air care product usage, May 2014
- Women more invested in air care category
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- Figure 41: Air care product usage, by gender and age, May 2014
- Usage of air care products is high across household income levels
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- Figure 42: Air care product usage, by household income, May 2014
- Households with children use more air care product forms
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- Figure 43: Air care product usage, by parents with children in household, May 2014
Brand Usage
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- Key points
- Febreze and Glade most commonly used air freshener brands
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- Figure 44: Brands of air fresheners used, by household income, November 2012-December 2013
Product Attributes
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- Key points
- Scent and price top attributes for both candles and air fresheners
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- Figure 45: Top air care product attributes, May 2014
- Price and discounts are most important to women aged 18-54
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- Figure 46: Top air care product attributes for scented candles, by gender and age, May 2014
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- Figure 47: Top air care product attributes for air fresheners, by gender and age, May 2014
- More affluent consumers consider “nice to have” benefits
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- Figure 48: Top air care product attributes for scented candles, by household income, May 2014
- Figure 49: Top air care product attributes for air fresheners, by household income, May 2014
Scent Preferences
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- Key points
- Spice/ingredient scents most popular among consumers
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- Figure 50: Preferred air care product scents, by gender and age, May 2014
New Product Opportunities
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- Key points
- Consumers interested in products with added functional benefits
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- Figure 51: Interest in buying and willingness to pay more for new air care products and attributes, May 2014
- Younger consumers have interest in number of new products
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- Figure 52: Any interest in new air care products and attributes, by gender and age, May 2014
- Figure 53: Interest in and willingness to pay more for new air care products and attributes, by gender and age, May 2014
- Parents with children aged 6-11 most willing to pay more for products with added benefits
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- Figure 54: Any interest in new air care products and attributes, by parents with children in household, May 2014
- Figure 55: Interest in and willingness to pay more for new air care products and attributes, by parents with children in household, May 2014
Candle Attitudes
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- Key points
- Consumers believe candles offer them positive emotional benefits
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- Figure 56: Attitudes concerning candles, May 2014
- Women have strong positive associations around candles
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- Figure 57: Attitudes concerning candles, by gender and age, May 2014
- Households with children key for brands with wax melt products
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- Figure 58: Attitudes concerning candles, by parent with children in household, May 2014
Race and Hispanic Origin
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- Key points
- Black and Hispanic consumers show high incidence of use of less popular air care formats
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- Figure 59: Air care product usage, by race/Hispanic origin, May 2014
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- Figure 60: Frequency of air freshener use, by race/Hispanic origin, November 2012-December 2013
- Black and Hispanic consumers stick with top air care brands
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- Figure 61: Brands of air fresheners used, by race/Hispanic origin, November 2012-December 2013
- Scent and price main focus for Black and Hispanic consumers
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- Figure 62: Top air care product attributes for scented candles, by race/Hispanic origin, May 2014
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- Figure 63: Top air care product attributes for air fresheners, by race/Hispanic origin, May 2014
- Black consumers prefer a wide range of scents
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- Figure 64: Preferred air care product scents, by race/Hispanic origin, May 2014
- Hispanic and Black consumers could be early adopters of new air care products
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- Figure 65: Any interest in new air care products and attributes, by race/Hispanic origin, May 2014
- Figure 66: Interest in and willingness to pay more for new air care products and attributes, by race/Hispanic origin, May 2014
Appendix – Other Market Tables
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- Segment performance
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- Figure 67: Total US retail sales of air care products, by segment, at current prices, 2012-14
- Retail channels
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- Figure 68: Total US retail sales of air care products, by channel, at current prices, 2012-14
Appendix – Other Useful Consumer Tables
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- Product usage
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- Figure 69: Air care product usage, by household size, May 2014
- Brand usage
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- Figure 70: Brands of air fresheners used, by age, November 2012-December 2013
- Attitudes concerning air fresheners
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- Figure 71: Air care usage behaviors, by gender and age, May 2014
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- Figure 72: Air care usage behaviors, by household income, May 2014
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- Figure 73: Air care usage behaviors, by race/Hispanic origin, May 2014
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- Figure 74: Air care usage behaviors, by household size, May 2014
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- Figure 75: Air care usage behaviors, by parents with children in household, May 2014
- Scent preferences
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- Figure 76: Preferred air care product scents, by household income, May 2014
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- Figure 77: Preferred air care product scents, by air care product usage, May 2014
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- Figure 78: Preferred air care product scents, by air care product usage, May 2014 (continued)
- New product opportunities
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- Figure 79: Any interest in new air care products and attributes, by household income, May 2014
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- Figure 80: Any interest in new air care products and attributes, by household size, May 2014
- Attitudes concerning candles
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- Figure 81: Attitudes concerning candles, by household income, May 2014
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- Figure 82: Attitudes concerning candles, by race/Hispanic origin, May 2014
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- Figure 83: Attitudes concerning candles, by household size, May 2014
- Race and Hispanic origin
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- Figure 84: Frequency of air freshener use, by race/Hispanic origin, November 2012-December 2013
Appendix – Social Media Tables
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- Brand analysis
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- Figure 85: Key social media indicators of selected air care brands, July 2014
- Online conversations
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- Figure 86: Online mentions, selected air care brands, Social Universe Mentions, July 7, 2013-July 6, 2014
- Figure 87: Online mentions, selected air care brands, Word Normalized, July 7, 2013-July 6, 2014
- Brand usage or awareness
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- Figure 88: Brand usage or awareness, May 2014
- Figure 89: Febreze usage or awareness, by demographics, May 2014
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- Figure 90: Glade usage or awareness, by demographics, May 2014
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- Figure 91: Air wick usage or awareness, by demographics, May 2014
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- Figure 92: Renuzit usage or awareness, by demographics, May 2014
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- Figure 93: The Yankee Candle Company usage or awareness, by demographics, May 2014
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- Figure 94: Bath & Body works usage or awareness, by demographics, May 2014
- Activities done
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- Figure 95: Activities done, May 2014
- Figure 96: Febreze – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
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- Figure 97: Febreze – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
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- Figure 98: Febreze – Activities done – I follow/like the brand on social media because, by demographics, May 2014
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- Figure 99: Febreze – Activities done – I have researched the brand on social media to, by demographics, May 2014
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- Figure 100: Glade – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
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- Figure 101: Glade – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
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- Figure 102: Glade – Activities done – I follow/like the brand on social media because, by demographics, May 2014
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- Figure 103: Glade – Activities done – I have researched the brand on social media to, by demographics, May 2014
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- Figure 104: Air wick – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
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- Figure 105: Air wick – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
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- Figure 106: Air wick – Activities done – I follow/like the brand on social media because, by demographics, May 2014
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- Figure 107: Air wick – Activities done – I have researched the brand on social media to, by demographics, May 2014
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- Figure 108: Renuzit – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
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- Figure 109: Renuzit – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
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- Figure 110: Renuzit – Activities done – I follow/like the brand on social media because, by demographics, May 2014
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- Figure 111: Renuzit – Activities done – I have researched the brand on social media to, by demographics, May 2014
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- Figure 112: The Yankee Candle Company – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
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- Figure 113: The Yankee Candle Company – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
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- Figure 114: The Yankee Candle Company – Activities done – I follow/like the brand on social media because, by demographics, May 2014
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- Figure 115: The Yankee Candle Company – Activities done – I have researched the brand on social media to, by demographics, May 2014
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- Figure 116: Bath & Body Works – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
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- Figure 117: Bath & Body Works – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
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- Figure 118: Bath & Body Works – Activities done – I follow/like the brand on social media because, by demographics, May 2014
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- Figure 119: Bath & Body Works – Activities done – I have researched the brand on social media to, by demographics, May 2014
Appendix – Trade Associations
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