Table of Contents
Executive Summary
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- The market
- Air care market weakens
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- Figure 1: Best- and worst-case forecast of UK retail value sales of air care products, 2014-24
- Companies and brands
- Private label continues to dominate non-electric air fresheners
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- Figure 2: Brand shares in value sales of continuous non-electric air fresheners, year ending March 2019
- Continuous electric air fresheners struggle to register presence
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- Figure 3: Brand shares in value sales of continuous electric air fresheners, year ending March 2019
- Manual air fresheners witness slump
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- Figure 4: Brand shares in value sales of manual air fresheners, year ending March 2019
- Air care NPD witnesses decline
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- Figure 5: New product development in the air care products category, by sub-category, January 2016-July 2019
- The consumer
- Decline in consumer usage across all air care
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- Figure 6: Usage of air care products in the last 12 months, May 2018 and July 2019
- Consumers show clear desire for natural products
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- Figure 7: Behaviours around buying air care products, July 2019
- Category perception shifts from functional requirements to emotional needs
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- Figure 8: Reasons for using air care products, July 2019
- Potential for brands to tap desire for personalisation
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- Figure 9: Interest in innovative air care products, July 2019
- Cleaning products act as source of fragrance
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- Figure 10: Air care behaviours in the last 12 months, July 2019
- Transparency concerns acting as a barrier
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- Figure 11: Attitudes towards air care products, July 2019
- What we think
Issues and Insights
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- Be transparent about the ingredients
- The facts
- The implications
- Category shifts from functional to wellbeing
- The facts
- The implications
The Market – What You Need to Know
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- Air care market weakens
- Non-electrical air fresheners continue to rule
- Discounters gain significant momentum
- Desire for personalisation could intensify further
- Dire need for greater transparency on ingredients
Market Size and Forecast
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- Air care market weakens
- Own-label exerts more influence
- Opportunity for wellbeing-based growth
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- Figure 12: UK retail value sales and forecast of air care products, at current and constant prices, 2014-24
- Stagnation expected in air care market
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- Figure 13: Best- and worst-case forecast of UK retail value sales of air care products, 2014-24
- Forecast methodology
Market Segmentation
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- Non-electrical air fresheners continue to rule
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- Figure 14: UK retail value sales of air care products, by segment, 2017-19 (est)
- Manual and continuous air fresheners continue to decline
Channels to Market
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- Discounters gain significant momentum
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- Figure 15: UK retail value sales of air care products, by outlet type, 2017-19 (est)
- Own-label provides a way back for grocery multiples
Market Drivers
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- Consumer desire for personalisation will enable category growth
- Decline in population of younger age groups
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- Figure 16: Trends in the age structure of the UK population, 2013-23
- The Brexit influence on the air care market
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- Figure 17: Trends in consumer sentiment for the coming year, January 2009-July 2019
- Impact of health concerns households with children
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- Figure 18: How respondents described their financial situation, by any children in household, July 2019
- Household cleaning products extend the functional benefit of fragrance
- Need for greater transparency on product ingredients
- Clean air for healthy living
Companies and Brands – What You Need to Know
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- Own-label stands out across categories
- Air care NPD witnesses decline
- Rise in NPD of floral fragrances
- Intensified adspend by air care brands in 2018
- Air care could move from being seasonal to year-round consumer need
- Yankee Candles focuses on wellbeing
Market Share
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- Own-label continues to dominate non-electric air fresheners
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- Figure 19: Brand shares in value sales of continuous non-electric air fresheners, years ending March 2018 and 2019
- Continuous electric air fresheners struggle to register presence
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- Figure 20: Brand shares in value sales of continuous electric air fresheners, years ending March 2018 and 2019
- Manual air fresheners witness slump
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- Figure 21: Brand shares in value sales of manual air fresheners, years ending March 2018 and 2019
Launch Activity and Innovation
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- Category NPD declines for the first time since 2013
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- Figure 22: New product development in the air care products category, by sub-category, January 2016-July 2019
- Rise in launch of new varieties and extensions in air care
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- Figure 23: New product development in the air care products category, by launch type, January 2016-July 2019
- Figure 24: Examples of new variety/extensions with seasonal/limited edition claim, 2018
- Yankee Candles wins the NPD battle
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- Figure 25: New product development in the air care products category, by top ultimate companies and other, 2018
- Figure 26: Examples of NPD from Yankee Candle innovations, 2018
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- Figure 27: Examples of new product launches by Sainsbury’s, July 2018-July 2019
- The upsurge of own-label within a declining category
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- Figure 28: New product development in the air care products category, own-label vs branded, January 2016-July 2019
- Figure 29: Examples of own-label candle launches with seasonal claims, 2018
- Lidl enters the luxury candle segment
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- Figure 30: Lidl’s new luxury candle range, February 2019
- AromaWorks enters exclusive agreement with Sainsbury’s
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- Figure 31: AromaWorks Balance Natural Home Fragrance Candle, August 2018
- Category shifting from functional benefits to emotional wellbeing
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- Figure 32: Leading claims in the air care products category, based on top claims for 2017 and 2018
- Figure 33: New product launches with botanical/herbal claims, July 2018-July 2019
- Brands have factored in environmental concerns, but not all
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- Figure 34: New product launches with ethical – environmentally friendly package and ethical – recycling claims, July 2018-July 2019
- Floral fragrances increase in popularity
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- Figure 35: Leading fragrances in the air care products category, based on top fragrance component groups, January 2017-July 2019
- Figure 36: New product launches with rose and lavender fragrances, July 2018-July 2019
Advertising and Marketing Activity
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- Rise in adspend in 2018 against declining NPD
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- Figure 37: Total above-the-line, online display and direct mail advertising expenditure on air care products, January 2015-July 2019
- Yankee Candle reduces above-the-line spend
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- Figure 38: Yankee Candle Charming Scents TV advert, 2018
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- Figure 39: Total above-the-line, online display and direct mail advertising expenditure on air care products, by leading advertisers, January 2017-July 2019
- Ambi Pur and Febreze went for cinema ads
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- Figure 40: Total above-the-line, online display and direct mail advertising expenditure on air care products, by media type, January 2015-July 2019
- Air care could move from being seasonal to year-round consumer need
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- Figure 41: Total above-the-line, online display and direct mail advertising expenditure on air care products, by month, 2015-18
- Figure 42: Yankee Candle Garden Hideaway Collection to launch in January 2020 as publicised on the Yankee Candle website
- Yankee Candle brings Christmas to July
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- Figure 43: Yankee Candle “Christmas in July” Tweet, July 2019
- Air Wick Pure extends into the botanical/herbal category
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- Figure 44: Air Wick Pure essential oils collection, March 2018
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 45: Attitudes towards and usage of selected brands, July 2019
- Key brand metrics
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- Figure 46: Key metrics for selected brands, July 2019
- Wax Lyrical’s botanical and natural products resonates with customers’ health and wellbeing concerns
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- Figure 47: Attitudes, by brand, July 2019
- Yankee Candle perceived as a fun brand
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- Figure 48: Brand personality – Macro image, July 2019
- Febreze seen as effective and reliable
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- Figure 49: Brand personality – Micro image, July 2019
- Brand analysis
- Yankee Candle plays on consumers’ emotional wellbeing
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- Figure 50: User profile of Yankee Candle, July 2019
- Febreze fulfils functional needs of air care consumers
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- Figure 51: User profile of Febreze, July 2019
- Glade favoured by high income group Millennials
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- Figure 52: User profile of Glade, July 2019
- Perceived as a family brand, Air Wick favoured by all income groups
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- Figure 53: User profile of Air Wick, July 2019
- Wax Lyrical’s natural perception appeals equally to men and women
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- Figure 54: User profile of Wax Lyrical, July 2019
The Consumer – What You Need to Know
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- Decline in consumer usage across all air care
- Category perception shifts from functional requirements to emotional needs
- Consumers show clear desire for natural products
- Potential for brands to tap into desire for personalisation
- Cleaning products act as source of fragrance
- Transparency concerns acting as a barrier
Usage of Air Care Products
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- Decline in scented candles and scented oils
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- Figure 55: Usage of air care products in the last 12 months, May 2018 and July 2019
- Consumer interest in car air fresheners lowers
- Air care repertoire narrows
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- Figure 56: Repertoire of air care products used in the last 12 months, May 2018 and July 2019
Reasons for Using Air Care Products
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- From functional requirements to emotional needs
- Consumers underline the need for a pleasant atmosphere
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- Figure 57: Reasons for using air care products, July 2019
Air Care Buying Behaviours
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- Consumers stick to preferred formats …
- … but are spending more on them
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- Figure 58: Behaviours around buying air care products, July 2019
- Consumers show a clear desire for natural products
- Transparency about ingredients is a vital consumer need
Consumer Interest in Innovative Products
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- Potential for brands to tap into desire for personalisation
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- Figure 59: Interest in innovative air care products, July 2019
- Technology enablement in air care has a long way to go
- Convince consumers about benefits to fetch premium
Air Care Behaviours in the Last 12 Months
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- Cleaning products act as source of fragrance
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- Figure 60: Air care behaviours in the last 12 months, July 2019
- Millennials driving experimentation in category
- Air quality becomes of greater concern
Attitudes towards Air Care Products
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- Transparency concerns acting as a barrier
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- Figure 61: Attitudes towards air care products, July 2019
- Understanding of naturality and healthiness
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
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