Table of Contents
Overview
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- What you need to know
- Definition
Executive Summary
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- The issues
- Air care sees growth in 2015 amid recent struggles
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- Figure 1: Total US sales and fan chart forecast of air care products, at current prices, 2010-20
- Flat market penetration furthers air care market challenges
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- Figure 2: Percentage of households using air care, by type, July 2010-September 2015
- Ingredient concerns weigh on consumers
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- Figure 3: Attitudes toward air care – Ingredient concerns, by 18-34 age group and Hispanics, January 2016
- The opportunities
- Expand claims beyond seasonality, scent
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- Figure 4: Share of air care product launch claims, 2011-15
- Innovations provide additional usage occasions
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- Figure 5: Interest and willingness to spend for air care product innovations, January 2016
- Engage Hispanics, who are more involved in air care
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- Figure 6: Air care products used in the past 12 months, by Hispanic origin, January 2016
- What it means
The Market – What You Need to Know
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- Air care finally sees growth in 2015 amid recent struggles
- Most spend allocated toward candles, vehicle segment leads growth
- Environmental and ingredient concerns become increasingly important
- Hispanics boost air care sales, while an aging population tempers growth
Market Size and Forecast
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- Air care sees growth in 2015 amid recent struggles
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- Figure 7: Total US sales and fan chart forecast of air care products, at current prices, 2010-20
- Figure 8: Total US sales and forecast of air care products, at current prices, 2010-20
Market Breakdown
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- Candles are largest segment, strongest gains in vehicle air fresheners
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- Figure 9: Total US sales of air care products, by segment, 2010-15(est.)
- Drug store sales suffer the most
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- Figure 10: Total US retail sales of air care products by channel, at current prices, 2013 and 2015
Market Perspective
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- Transparency of ingredients
- Powered air fresheners becoming more popular
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- Figure 11: Share of air care launches, by product type, 2011-15
- Focus shifting from scent-based claims to environmental claims
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- Figure 12: Share of air care product launch claims, 2011-15
- Most formats used in the living room, sprays eliminate bathroom odors
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- Figure 13: Correspondence analysis of air care formats by room, January 2016
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- Figure 14: Air care formats by room, January 2016
Market Factors
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- Growing US population to benefit air care market
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- Figure 15: US population, by age, 2010, 2015, and 2020
- Population of Hispanics to boost sales
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- Figure 16: US Population by race and Hispanic origin, 2010-20
- Declining percentage of homes with children adds to market struggles
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- Figure 17: US Households, by presence of own children, 2005-15
- Stabilizing incomes may encourage increased spend on air care
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- Figure 18: Median household income, in inflation-adjusted dollars, 2004-14
- Declining homeownership rates challenge market
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- Figure 19: Repertoire of products used in the past 12 months, by primary residence, January 2016
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- Figure 20: Air care products used in the past 12 months, by primary residence, January 2016
- An increase in Millennial car ownership boosts vehicle air care sales
Key Players – What You Need to Know
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- S.C. Johnson & Son continues to lead market, smaller players see growth
- Brands stand out by creating an “experience”
- Consumers seek benefits beyond low price and odor elimination
- New formats, luxury options provide new take on air care
Manufacturer Sales of Air Care
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- S.C. Johnson & Son leads market, continues to grow
- Manufacturer sales of air care
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- Figure 21: Manufacturer sales of air care, 2014 and 2015
What’s Working?
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- A focus on “experience” boosts Air Wick and Glade
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- Figure 22: MULO sales of select Glade and Air Wick products, rolling 52-weeks ending Nov. 29, 2015
- Vehicle air fresheners continue to thrive
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- Figure 23: MULO sales of select vehicle air fresheners, rolling 52-weeks ending Nov. 29, 2015
- Seasonal lines keep consumers engaged
- Environmental claims elevate category
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- Figure 24: MULO sales of select natural air care products, rolling 52-weeks ending Nov. 29, 2015
- Premium candle brands capitalize on rising incomes
What’s Struggling?
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- Emphasis on low price proves costly
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- Figure 25: MULO sales of select value air care brands, 2012-14
- Focus on odor elimination leads to struggles for Febreze
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- Figure 26: MULO sales of select Febreze air care products, 2012-14
What’s Next?
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- Air care becomes easier to use at home and on-the-go
- Luxury air care gains steam as household incomes rise
- Brands attract men through masculine scents, unique benefits
- Cause marketing inspires limited edition lines
The Consumer – What You Need to Know
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- Younger adults, Hispanics more engaged in air care
- Different formats used in different rooms
- Consumers unfamiliar with the benefits of wax melts
- Younger adults more adventurous with scent selection
- Ingredient concerns weigh on air care consumers
- Product innovations provide opportunities to boost flat market
Product Usage
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- Air care market profits from high market penetration
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- Figure 27: Air care products used in the past 12 months, January 2016
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- Figure 28: Repertoire of air care products used in the past 12 months, January 2016
- Younger adults, parents more engaged in air care
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- Figure 29: Air care products used in the past 12 months, by ages 18-34 and 55+ and parental status, January 2016
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- Figure 30: Repertoire of air care products used in the past 12 months, by age and parental status, January 2016
- Household income impacts formats purchased
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- Figure 31: Air care products used in the past 12 months, by household incomes of <$25K and $100K+, January 2016
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- Figure 32: Repertoire of air care products used in the past 12 months, by household income, January 2016
- Hispanics purchase broader range of products
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- Figure 33: Air care products used in the past 12 months, by race and Hispanic origin, January 2016
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- Figure 34: Repertoire of air care products used in the past 12 months, by race and Hispanic origin, January 2016
Format Perceptions
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- Opportunities to improve perceptions around wax melts
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- Figure 35: Correspondence Analysis – Format characteristics, January 2016
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- Figure 36: Format characteristics, January 2016
- Parents, Hispanics associate formats with a wider variety of benefits
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- Figure 37: Format characteristics of wax melts, by race, Hispanic origin, and parental status, January 2016
Purchase Influencers – Scents
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- Younger consumers more adventurous when picking a scent
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- Figure 38: Factors influencing choice of scent, by age, January 2016
- Recommendations on scents reach Hispanic users
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- Figure 39: Factors influencing choice of scent, by race/Hispanic origin, January 2016
Attitudes toward Air Care
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- Consumers have mixed attitudes on scent
- Ingredient concerns relevant for consumers
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- Figure 40: Attitudes toward air care, January 2016
- Younger adults see benefits in wax melts, more engaged in scents
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- Figure 41: Attitudes toward air care, by age and parental status, January 2016
- Hispanics more aware of ingredients
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- Figure 42: Attitudes toward air care, by race/Hispanic origin, January 2016
Product Innovations
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- Product innovations could boost flat market sales
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- Figure 43: Interest and willingness to spend for air care product innovations, January 2016
- Younger adults driving interest in product innovations
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- Figure 44: Product innovations – Interested in and willing to pay more for, by age, January 2016
- Men willing to spend more for product innovations
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- Figure 45: Product innovations – Interested in and willing to pay more for, by gender, January 2016
- Innovations present opportunities with Hispanics
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- Figure 46: Product innovations – Any interest^, by race/Hispanic origin, January 2016
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Abbreviations and terms
- Abbreviations
Appendix – Market
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- Figure 47: Total US sales and forecast of air care products, at inflation-adjusted prices, 2010-20
- Figure 48: Total US retail sales and forecast of air care products, by segment, at current prices, 2010-20
- Figure 49: Share of US sales of air care products, by segment, 2015(est.)
- Figure 50: Homeownership rate, by age of householder, 2004-14
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Appendix – Key Players
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- Figure 51: MULO sales of candles, by leading companies and brands, rolling 52-weeks 2014 and 2015
- Figure 52: MULO sales of home air fresheners, by leading companies and brands, rolling 52-weeks 2014 and 2015
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- Figure 53: MULO sales of vehicle air fresheners, by leading companies and brands, rolling 52-weeks 2014 and 2015
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Appendix – Consumer
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- Figure 54: Percentage of households using air care, by type, July 2010-September 2015
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- Figure 55: Brands of air fresheners used, July 2010-September 2015
- Correspondence Analysis Methodology
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