Table of Contents
Executive Summary
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- Market stalls but is expected to return to growth
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- Figure 1: Best- and worst-case forecast of UK retail sales of air care products, 2011-21
- Scented candles and continuous electric segments sustain the category
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- Figure 2: UK retail sales of air care products, by segment, 2014-16
- Major brands invest in brand new products
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- Figure 3: New product development in the air care products category, by launch type, January 2012-May 2016
- Adspend increased in 2015
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- Figure 4: Total above-the line, online display and direct mail advertising expenditure on air care products, January 2012-May 2016
- Perceived characteristics of sprays/aerosols drive usage
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- Figure 5: Usage of air care products in the last 12 months, April 2016
- Functional aspect of sprays/aerosols evident
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- Figure 6: Most likely room that air care products are used in, April 2016
- Safety of products is some concern
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- Figure 7: Attitudes towards air care products, April 2016
- A third see air care in purely functional terms
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- Figure 8: Air care product behaviours, April 2016
- What we think
Issues and Insights
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- Preventing further stagnation of the aerosols segment
- The facts
- The implications
- Building the profile of wax melts
- The facts
- The implications
- A question of air quality
- The facts
- The implications
The Market – What You Need to Know
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- Growth in air care products slowing
- Continuous electric and scented candles support the category
- Discounters increasing influence
- Growing population could be beneficial…
- …although Brexit vote may undermine consumer confidence
- Outdoor pollution declining, but awareness of indoor pollution increases
Market Size and Forecast
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- Value sales in the air care category stagnate
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- Figure 9: UK retail value sales and forecast of air care products, at current and constant prices, 2011-21
- Market expected to return to growth
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- Figure 10: Best- and worst-case forecast of UK retail sales of air care products, 2011-21
- Forecast methodology
Segment Performance
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- Scented candles are the fastest-growing segment
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- Figure 11: UK retail sales of air care products, by segment, 2014-16
- Continuous electric segment maintains sales
- Aerosols hit by discounting and discounters
- Big brands reduce focus on non-electric segment
Channels to Market
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- Major grocers at an advantage, but discounters’ influence is growing
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- Figure 12: UK retail value sales of air care products, by outlet type, 2014-16
Market Drivers
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- Population increase could be beneficial
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- Figure 13: Trends in the age structure of the UK population, 2011-21
- A reduction in average household size may dampen growth
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- Figure 14: UK households, by size, 2011-21
- Consumer confidence improving among many
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- Figure 15: Consumer sentiment for the coming year, January 2009-May 2016
- Government legislation drives outdoor pollution down
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- Figure 16: Greenhouse gas emissions produced by fuel sources used by road vehicles, 1990-2013
- Increased coverage of indoor air quality
- Opportunity for brands to tie in with mental state
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- Figure 17: Health issues experienced and future concerns, June 2015
- Car ownership increases but smoking ban may put limits on freshener growth
- Importance of fragrance in other household categories
Companies and Brands – What You Need to Know
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- Air Wick remains the biggest brand…
- …while Yankee Candle continues to build share
- NPD dominated by major brands
- RB and P&G increase adspend share
- Yankee Candle stands out, while Febreze generates trust
Market Share
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- Yankee Candle the biggest mover
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- Figure 18: Brand shares of value sales of air care products, year to March 2016
- Air Wick remains the biggest brand in air care
- Glade contributes towards growth of continuous electrical segment
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- Figure 19: Brand shares in value sales of continuous electrical air fresheners, years ending March 2015 and 2016
- Yankee Candle continues strong growth
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- Figure 20: Brand shares in value sales of scented candles, years ending March 2015 and 2016
- Air Wick Life Scents boosts its share of non-electric segment
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- Figure 21: Brand shares in value sales of continuous non-electrical air fresheners, years ending March 2015 and 2016
- Febreze and Glade experience decline in non-electric sales
- Air Wick’s Pure aerosol makes an impact
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- Figure 22: Brand shares in value sales of aerosol air fresheners, years ending March 2015 and 2016
Launch Activity and Innovation
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- NPD on the rise
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- Figure 23: New product development in the air care products category, by sub-category, January 2012-May 2016
- Brands dominate
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- Figure 24: New product development in the air care products category, own-label vs branded, January 2012-May 2016
- Big manufacturers dominate category
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- Figure 25: New product development in the air care products category, by top ultimate companies and other, 2015
- Glade launches a number of limited edition collections
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- Figure 26: Examples of SC Johnson launches under the Glade brand, January 2015-May 2016
- Air Wick launches Air Wick Pure and Life Scents
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- Figure 27: Examples of RB Air Wick Life Scents launches, January 2015-May 2016
- Febreze maintains focus on aerosol sprays
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- Figure 28: Examples of P&G launches under the Febreze Air Effects brand, January 2015-May 2016
- New innovations and limited edition launches dominate
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- Figure 29: New product development in the air care products category, by launch type, January 2012-May 2016
- Functionality of category still noted
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- Figure 30: Leading claims in the air care products category, based on top claims for 2015, 2014 and 2015
- Limited edition and seasonal offer extra reason for purchase
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- Figure 31: Examples of limited edition and seasonal launches in the air care category, January 2015-May 2016
- Focus on ingredients influences claims
- Fragrance launches match consumer preferences
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- Figure 32: Leading fragrances in the air care products category, based on top fragrance component groups for 2015, 2012-15
- Interest in air quality drives product launches
Brand Communication and Promotion
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- Adspend increased in 2015
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- Figure 33: Total above-the line, online display and direct mail advertising expenditure on air care products, January 2012-May 2016
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- Figure 34: Total above-the line, online display and direct mail advertising expenditure on air care products, by advertiser, January 2012-May 2016
- TV advertising continues to dominate
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- Figure 35: Total above-the line, online display and direct mail advertising expenditure on air care products, by media type, January 2012-May 2016
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 36: Attitudes towards and usage of selected brands, February 2016
- Key brand metrics
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- Figure 37: Key metrics for selected brands, February 2016
- Yankee Candle fragrances boost innovative image
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- Figure 38: Attitudes, by brand, February 2016
- Air Wick, Glade and Ambi Pur struggle to capture the imagination
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- Figure 39: Brand personality – Macro image, February 2016
- Febreze most likely to be seen as caring
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- Figure 40: Brand personality – Micro image, February 2016
- Brand analysis
- Yankee Candle performs strongly
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- Figure 41: User profile of Yankee Candle, February 2016
- Febreze’s odour-elimination focus promotes strong image
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- Figure 42: User profile of Febreze, February 2016
- Air Wick lacks perceived differentiation
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- Figure 43: User profile of Air Wick, February 2016
- Ambi Pur has lower penetration than other brands
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- Figure 44: User profile of Ambi Pur, February 2016
- Glade has slight value advantage over similar brands
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- Figure 45: User profile of Glade, February 2016
The Consumer – What You Need to Know
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- Aerosols/sprays the most popular format
- High proportion of purchase reflects potential for gifting
- Wax melts have yet to carve out a niche
- Most formats likely to be used in living room areas
- Floral fragrances preferred
- Concern over safety of ingredients
- A third see air care as purely functional
Usage of Air Care Products
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- Perceived characteristics of sprays/aerosols drive usage
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- Figure 46: Usage of air care products in the last 12 months, April 2016
- A gender divide
- A mature market, but still room for growth
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- Figure 47: Repertoire of air care products used, April 2016
Purchase of Air Care Products
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- Purchasing higher than usage
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- Figure 48: Frequency of purchase of air care products in the last 12 months, April 2016
Perceptions of Air Care Formats
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- Sprays/aerosols seen as functional, but have drawbacks
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- Figure 49: Perceptions of air care formats, April 2016
- Plug-ins’ image influences lower usage than other formats
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- Figure 50: Perceptions of air care formats, April 2016
- Wax melts yet to carve out a niche
Where Air Care Products are Used
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- Functional aspect of sprays/aerosols evident
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- Figure 51: Most likely room that air care products are used in, April 2016
- Chance for wax melts to differentiate
Air Care Fragrance Preferences
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- Floral scents favoured
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- Figure 52: Air care fragrance preferences, April 2016
- The less engaged still likely to change fragrance
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- Figure 53: Repertoire of air care fragrance preferences, April 2016
Attitudes towards Air Care Products
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- Safety of products is some concern
- More information about ingredients could be necessary
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- Figure 54: Attitudes towards air care products, April 2016
- Opportunity to tie in with other cleaning products
Air Care Product Behaviours
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- A third look at air care as purely functional
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- Figure 55: Air care product behaviours, April 2016
- Opportunity to explore different fragrances for different rooms
- New innovations likely to replace old products
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Forecast methodology
Appendix – Companies and Brands
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- Figure 56: New product development in the air care products category, own-label vs branded, by segment, 2015
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