Table of Contents
Executive Summary
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- Strong growth in sales of air fresheners
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- Figure 1: Best and worst-case forecast of UK retail value sales of air fresheners, 2010-20
- Electric air fresheners biggest share of air care
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- Figure 2: Breakdown of retail value sales of air fresheners, % share by segment, 2014
- More households and rise in real incomes
- Air Wick leads air care market
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- Figure 3: Brand shares of value sales of air fresheners, year ending March 2015
- Increase in refills under new fragrance ranges
- Decline in total advertising spending
- Air freshener sprays most widely used product
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- Figure 4: Usage of different types of air fresheners in the last 12 months, April 2015
- Wide range of products and brands purchased
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- Figure 5: Brands of scented candles bought in the last 12 months, April 2015
- Shoppers keen on smelling scents before buying
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- Figure 6: Buying behaviour and attitudes towards shopping for air fresheners, April 2015
- Eliminating odours and adding ambience to the home
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- Figure 7: Any agreement with statements on using air fresheners in the home, April 2015
- Opportunity for air care products with added benefits
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- Figure 8: Interest in new product features for air fresheners, April 2015
- What we think
Issues and Insights
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- Increasing replenishment of air care products
- The facts
- The implications
- Encouraging complementary and wider usage of air fresheners
- The facts
- The implications
- Giving people more reasons to buy air care products
- The facts
- The implications
- Opportunity for more ‘natural’ air fresheners
- The facts
- The implications
Market Drivers
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- Key points
- More households in need of freshening
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- Figure 9: UK households, by size, 2009-19
- Population growth will help increase sales
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- Figure 10: Trends in the age structure of the UK population, 2009-19
- Growing consumer confidence could encourage trading up
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- Figure 11: Trends in how respondents would describe their financial situation, February 2009-April 2015
- Figure 12: Trends in current financial situation compared with a year ago, March 2012-March 2015
- Home entertaining can drive air care sales
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- Figure 13: Incidence of different forms of entertaining at home, by type, August 2014
- Pet ownership and odour elimination
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- Figure 14: Pet ownership by families (parents with under-18s), October 2014
- Car air fresheners still have room for growth
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- Figure 15: Numbers of car sales and the UK car parc, 2009-14
Who’s Innovating?
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- Key points
- Non-powered air fresheners largest share of launches
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- Figure 16: New product launches in the UK air care market, % by product type, 2011-15
- Figure 17: Examples of scented candle launches in the UK air care market, 2015
- Increase in launches by leading brands
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- Figure 18: New product launches in the UK air care market, % share by own-label/branded, 2011-15
- Figure 19: Examples of branded new product launches in the UK air care market, 2014 and 2015
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- Figure 20: Examples of own-label new product launches in the UK air care market, 2014 and 2015
- Big three account for more than half of new launches
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- Figure 21: New product launches in the UK air care market, % share by company (top companies and other, ranked by activity for 2014), 2011-15
- Big increase in launch of environmentally friendly and refill products
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- Figure 22: New product launches in the UK air care market, % share by claim (based on top claims for 2014), 2011-15
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- Figure 23: Examples of launches in the UK air care market making odour-neutralising claims, 2014 and 2015
- Floral scents most popular
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- Figure 24: New product launches in the UK air care market, % share by fragrance component group (based on results for 2014), 2011-15
- Figure 25: Examples of launches in the UK air care market with gourmet/edible fragrances, 2014 and 2015
- New fragrance collections increase new product claims
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- Figure 26: New product launches in the UK air care market, % share by launch type, 2011-15
- Figure 27: Examples of new varieties/range extensions in the UK air care market, 2014 and 2015
Market Size and Forecast
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- Key points
- Strong growth in sales of air fresheners
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- Figure 28: UK retail value sales and forecast of air fresheners, at current and constant prices, 2010-20
- The future
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- Figure 29: Best and worst-case forecast of UK retail sales of air fresheners, 2010-20
- Forecast methodology
Segment Performance
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- Key points
- Scented candles show strong growth
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- Figure 30: UK retail value sales of air fresheners, by segment, 2013-15
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- Figure 31: UK retail value sales of fabric fresheners, 2010-15
Market Share
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- Key points
- Air Wick leads air fresheners market
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- Figure 32: Brand shares in the UK air fresheners market, by value, years ending March 2014 and 2015
- Figure 33: Manufacturer shares in the UK air fresheners market, by value, year ending March 2015
- Electric air care dominated by top three brands
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- Figure 34: Brand shares in continuous electric air fresheners, by value, years ending March 2014 and 2015
- Mixed fortunes in continuous non-electric air fresheners
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- Figure 35: Brand shares in continuous non-electric air fresheners, by value, years ending March 2014 and 2015
- Yankee Candle see massive increase in sales
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- Figure 36: Brand shares in scented candles, by value, years ending March 2014 and 2015
- Febreze extends lead in air freshener aerosols
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- Figure 37: Brand shares in aerosol air fresheners, by value, years ending March 2014 and 2015
Companies and Products
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- Procter & Gamble
- Background and structure
- Product range and innovation
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- Figure 38: Examples of new product launches by Procter & Gamble in the air fresheners market, April 2014-March 2015
- Marketing and advertising
- Reckitt Benckiser
- Background and structure
- Product range and innovation
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- Figure 39: Examples of new product launches by Reckitt Benckiser in the air fresheners market, June 2014-May 2015
- Marketing and advertising
- SC Johnson
- Background and structure
- Product range and innovation
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- Figure 40: Examples of new product launches by SC Johnson in the air fresheners market, June 2014-May 2015
- Marketing and advertising
- Yankee Candle
- Background and structure
- Product range and innovation
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- Figure 41: Examples of new product launches by Yankee Candle in the air fresheners market, June 2014-May 2015
- Marketing and advertising
- Other companies
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- Figure 42: Selected other companies in the UK air care market, by brand and product categories, June 2015
Brand Communication and Promotion
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- Key points
- Decline in 2014 advertising
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- Figure 43: Main media advertising expenditure on air fresheners/fragrances, 2011-15
- Big reduction in advertising by P&G
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- Figure 44: Main media advertising expenditure on air fresheners/fragrances, by advertiser, 2011-15
- Glade Discreet the biggest campaign
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- Figure 45: Main media advertising expenditure on air fresheners/fragrances, by top brands, 2014
- TV advertising still dominates
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- Figure 46: Main media advertising expenditure on air fresheners/fragrances, by media type, 2011-15
Channels to Market
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- Key points
- Supermarkets dominate core air care market
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- Figure 47: UK retail value sales of air fresheners, by outlet type, 2013-15
- Discount and bargain stores growing
The Consumer – Usage of Air Fresheners
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- Key points
- Nearly nine in 10 people use air fresheners
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- Figure 48: Usage of different types of air fresheners in the last 12 months, 2013-15
- Female bias to usage of scented candles and reed diffusers
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- Figure 49: Usage of scented candles and reed diffusers with scented oils, by age and gender, April 2015
- Plug-ins most popular product in continuous air care
- Fabric and car fresheners have more room for growth
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- Figure 50: Usage of fabric fresheners and car air fresheners, by age and gender, April 2015
- Nearly half use three or more different types of air freshener
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- Figure 51: Number of different types of air freshener used in the past 12 months, April 2014
The Consumer – Purchasing of Air Fresheners
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- Key points
- Fewer purchasers than users of air fresheners
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- Figure 52: Purchasing of different types of air fresheners in the last 12 months, April 2015
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- Figure 53: Any purchasing of air fresheners in the last 12 months, by gender and age, April 2015
- Scented candles for enhancing rooms or as gifts
- Other products have room to encourage more purchasing
- Room to increase frequency of purchasing
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- Figure 54: Frequency of buying different types of air fresheners or refills, April 2015
- Wide range of scented candles purchased
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- Figure 55: Brands of scented candles bought in the last 12 months, April 2015
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- Figure 56: Purchasing of Yankee Candle, Glade, Air Wick and Febreze scented candles in the last 12 months, by age, April 2015
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- Figure 57: Purchasing of scented candles under premium home/beauty brands and other labels in the last 12 months, by socio-economic group, April 2015
The Consumer – Buying Behaviour
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- Key points
- Experimentation and testing important
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- Figure 58: Buying behaviour and attitudes towards shopping for air fresheners, April 2015
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- Figure 59: Interest in testing and buying different scents of air fresheners, by age, April 2015
- Gifting and different scents for different rooms
- Refills help to drive repeat purchasing in air care
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- Figure 60: Influence of price on purchasing of air freshener products, by age, April 2015
The Consumer – Attitudes towards Air Fresheners
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- Key points
- Eliminating odours and adding extra freshness
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- Figure 61: Attitudes towards using air fresheners in the home, April 2015
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- Figure 62: Any agreement with statements on using air fresheners in the home, April 2015
- Going beyond odour elimination and freshening
- Need to overcome fears and negative perceptions
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- Figure 63: Those agreeing that they are concerned about chemicals in air fresheners or that most air fresheners smell artificial, by age, April 2015
- Natural ingredients and decorative elements important
The Consumer – Interest in Product Features
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- Key points
- Relaxation properties have most appeal
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- Figure 64: Interest in new product features for air fresheners, April 2015
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- Figure 65: Interest in home air care products with features relating to relaxation, relieving anxiety/stress and making it easier to fall asleep, by age, April 2015
- Opportunity for energising fragrances/ingredients
- Extending into health and wellness
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- Figure 66: Interest in home air care products that repel insects and bugs, ward off airborne illnesses and help manage allergies, by gender and age, April 2015
Appendix – Who’s Innovating?
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- Figure 67: New product launches in the UK air fresheners market, % share by own-label vs. branded by category, 2014
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Appendix – Market Size and Forecast
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- Figure 68: Best and worst-case forecast for UK retail value sales of air fresheners, 2015-20
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