Air Care - UK - July 2014

INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
Market size
Figure 1: Best- and worst-case forecast of UK retail value sales of air fresheners, 2009-19
2014 sees upturn in air freshener sales
Continuous electric still the biggest segment
Figure 2: Breakdown of UK retail value sales of air fresheners, % share by segment, 2014
Market factors
Growth in number of households
Freshness a sign of a clean home
Companies, brands and innovation
Air Wick the leading brand in air care
Figure 3: Brand shares in the UK air fresheners market, by value, year to March 2014
Bulk of launch activity in non-powered air fresheners and candles
P&G the biggest advertiser of air fresheners
The consumer
Aerosols the most widely used product
Figure 4: Usage of leading types of air freshener in the past 12 months, July 2013 and April 2014
Refills make regular contribution to air freshener sales
Figure 5: Frequency of replacement of refills/fragrances in air freshener units, by type of product, April 2014
Scented candles appeal in a number of ways
Figure 6: Attitudes towards scented candles, April 2014
Floral fragrances most appealing
Figure 7: Appeal of different scents for adding fragrance to the home, April 2014
Three in 10 people prefer non-battery-operated air freshener units
Figure 8: Preferred product features for air freshener units, April 2014
Longer-lasting scent wanted most for car air fresheners
Figure 9: Factors that would encourage use of car air fresheners, April 2014
What we think
ISSUES AND INSIGHTS
Increasing usage of air fresheners in particular rooms to help grow sales
The facts
The implications
Appeal of scented candles and ways of driving further sales growth
The facts
The implications
Encouraging more usage of powered products for continuous freshening
The facts
The implications
Persuading a higher proportion of car drivers to use car air fresheners
The facts
The implications
TREND APPLICATION
Trend: Many Mes
Trend: Mood to Order
Trend: Prove It
MARKET DRIVERS
Key points
Growth in number of households
Figure 10: UK households, by size, 2009-19
Ageing population and more older children
Figure 11: Trends in the age structure of the UK population, 2009-19
Attitudes towards home care
Figure 12: Attitudes towards home care, April 2014
Bathrooms/toilets and air freshening
Figure 13: Number of toilets in home, August 2013
Getting rid of pet odours
Figure 14: Pet ownership, July 2013
Still room for growth in car air fresheners
Figure 15: Numbers of car sales and the UK car parc, 2009-13
WHO’S INNOVATING?
Key points
Non-powered products see the most activity
Figure 16: New product launches in the UK air care market, % by product type, 2010-14
Figure 17: Examples of branded product launches in the UK air care market, 2014
Own-label the majority of 2013 launches
Figure 18: New product launches in the UK air care market, % share by own-label/branded, 2010-14
Figure 19: Examples of own-label product launches in the UK air care market, 2013/14
Figure 20: New product launches in the UK air care market, % share by company (based on top 10 companies and other in 2013), 2010-14
Figure 21: Examples of branded product launches in the UK air care market, 2013/14
Environmentally friendly and odour-neutralising claims most prominent
Figure 22: New product launches in the UK air care market, % share by claim (based on top claims for 2013), 2010-14
Figure 23: Examples of product launches in the UK air care market making odour-neutralising claims, 2013/14
Fruity fragrances less prominent in early 2014
Figure 24: New product launches in the UK air care market, % share by fragrance component group (based on results for 2013), 2010-14
Figure 25: Examples of product launches in the UK air care market with gourmet/edible fragrances, 2013/14
Focus on new products and range extensions
Figure 26: New product launches in the UK air care market, % share by launch type, 2010-14
MARKET SIZE AND FORECAST
Key points
Upturn in air freshener sales in early 2014
Figure 27: UK retail value sales and forecast of air fresheners, at current and constant prices, 2009-19
The future
Figure 28: Best- and worst-case forecast of UK retail sales of air fresheners, 2009-19
Forecast methodology
SEGMENT PERFORMANCE
Key points
Scented candles record the strongest growth
Figure 29: UK retail value sales of air fresheners, by segment, 2012-14
MARKET SHARE
Key points
Air Wick leads total air care market
Figure 30: Brand shares in the UK air fresheners market, by value, 2012/13 and 2013/14
Ambi Pur gains market share in plug-ins
Figure 31: Brand shares in continuous electric air fresheners, by value, 2012/13 and 2013/14
Air Wick has big lead in non-electric
Figure 32: Brand shares in continuous non-electric air fresheners, by value, 2012/13 and 2013/14
Glade faces increased competition
Figure 33: Brand shares in scented candles, by value, 2012/13 and 2013/14
Febreze strengthens lead in aerosols
Figure 34: Brand shares in aerosol air fresheners, by value, 2012/13 and 2013/14
COMPANIES AND PRODUCTS
Procter & Gamble
Figure 35: Examples of new product launches by Procter & Gamble in the air fresheners market, August 2013-May 2014
Reckitt Benckiser
Figure 36: Examples of new product launches by Reckitt Benckiser in the air fresheners market, August 2013-May 2014
SC Johnson
Figure 37: Examples of new product launches by SC Johnson in the air fresheners market, August 2013-May 2014
Other companies
Figure 38: Selected other companies in the UK air care market, by brand and product categories, July 2014
BRAND RESEARCH
Brand map
Figure 39: Attitudes towards and usage of brands in the air care sector, May 2014
Correspondence analysis
Brand attitudes
Figure 40: Attitudes, by air care brand, May 2014
Brand personality
Figure 41: Air care brand personality – macro image, May 2014
Figure 42: Air care brand personality – micro image, May 2014
Brand experience
Figure 43: Air care brand usage, May 2014
Figure 44: Satisfaction with various air care brands, May 2014
Figure 45: Consideration of air care brands, May 2014
Figure 46: Consumer perceptions of current air care brand performance, May 2014
Brand recommendation
Figure 47: Likely recommendation of selected air care brands, May 2014
BRAND COMMUNICATION AND PROMOTION
Key points
Growth in advertising of air fresheners
Figure 48: Main media advertising expenditure on air fresheners/fragrances, 2010-14
Big three dominate air care advertising
Figure 49: Main media advertising expenditure on air fresheners/fragrances, by advertiser, 2010-14
Febreze and Ambi Pur the biggest campaigns
Figure 50: Main media advertising expenditure on air fresheners/fragrances, by top 10 brands, 2013
TV advertising dominates
Figure 51: Main media advertising expenditure on air fresheners/fragrances, by media type, 2010-14
CHANNELS TO MARKET
Key points
Grocery multiples dominate sales
Figure 52: UK retail value sales of air fresheners, by outlet type, 2012-14
Non-food discount stores grow in numbers
THE CONSUMER – USAGE OF AIR FRESHENERS
Key points
Sprays/aerosols most widely used type of air freshener
Figure 53: Usage of different types of air freshener in the past 12 months, July 2013 and April 2014
Scented candles have strong appeal
Room to grow penetration of plug-ins
Six in 10 people use three or more types of freshener
Figure 54: Number of different types of air freshener used in the past 12 months, April 2014
THE CONSUMER – FREQUENCY OF USAGE IN DIFFERENT ROOMS
Key points
Air fresheners used most in living rooms and bathrooms
Figure 55: Frequency of usage of air fresheners in different rooms of the home, April 2014
Room to encourage more use in kitchens and bedrooms
THE CONSUMER – REPLACEMENT OF AIR FRESHENER REFILLS/FRAGRANCES
Key points
Refills for powered air fresheners mostly replaced every two months
Figure 56: Frequency of replacement of refills/fragrances in air freshener units, by type of product, April 2014
Non-powered refills replaced the most frequently
THE CONSUMER – ATTITUDES TOWARDS SCENTED CANDLES
Key points
Wide choice of fragrances to keep home smelling pleasant
Figure 57: Attitudes towards scented candles, April 2014
Creating atmosphere and adding colour to a room
Figure 58: Attitudes towards scented candles, by users and non-users of scented candles, April 2014
Scented candles as an aid to relaxation
Combining functional benefits with being a good gift option
THE CONSUMER – SCENT PREFERENCES
Key points
Floral fragrances have the strongest appeal
Figure 59: Appeal of different scents for adding fragrance to the home, April 2014
Nature-related and fruity scents also popular
THE CONSUMER – ATTITUDES TOWARDS PLUG-INS AND STANDALONE AIR FRESHENER UNITS
Key points
Powered air fresheners not for everyone
Figure 60: Attitudes towards plug-ins and standalone air freshener units, April 2014
Adjusting fragrance strength and alternating scents
Emphasising value of refills with longer-lasting scents
Style and size of air freshener of low importance
THE CONSUMER – FACTORS LIKELY TO ENCOURAGE USE OF CAR AIR FRESHENERS
Key points
Longer-lasting freshening the key product improvement
Figure 61: Factors that would encourage use of car air fresheners, April 2014
More scents and more made from natural ingredients
Products offering more control could also make a difference
APPENDIX – MARKET SIZE AND FORECAST
Figure 62: Best- and worst-case forecast for UK retail value sales of air fresheners, 2014-19
APPENDIX – BRAND RESEARCH
Figure 63: Brand usage, May 2014
Figure 64: Brand commitment, May 2014
Figure 65: Brand momentum, May 2014
Figure 66: Brand diversity, May 2014
Figure 67: Brand satisfaction, May 2014
Figure 68: Brand recommendation, May 2014
Figure 69: Brand attitude, May 2014
Figure 70: Brand image – macro image, May 2014
Figure 71: Brand image – micro image, May 2014
APPENDIX – THE CONSUMER – USAGE OF AIR FRESHENERS
Figure 72: Usage of different types of air freshener in the past 12 months, April 2014
Figure 73: Most popular usage of different types of air freshener in the past 12 months, by demographics, April 2014
Figure 74: Next most popular usage of different types of air freshener in the past 12 months, by demographics, April 2014
Figure 75: Other usage of different types of air freshener in the past 12 months, by demographics, April 2014
Repertoire analysis
Figure 76: Repertoire of usage of different types of air freshener in the past 12 months, by demographics, April 2014
Figure 77: Usage of different types of air freshener in the past 12 months, by repertoire of usage of different types of air freshener in the past 12 months, April 2014
APPENDIX – THE CONSUMER – FREQUENCY OF USAGE IN DIFFERENT ROOMS
Figure 78: Frequency of usage of air fresheners in different rooms of the home, April 2014
Figure 79: Frequency of usage of air fresheners in bathroom, by demographics, April 2014
Figure 80: Frequency of usage of air fresheners in kitchen, by demographics, April 2014
Figure 81: Frequency of usage of air fresheners in living room or family room, by demographics, April 2014
Figure 82: Frequency of usage of air fresheners in children’s bedrooms, by demographics, April 2014
Figure 83: Frequency of usage of air fresheners in adult bedroom, by demographics, April 2014
Figure 84: Frequency of usage of air fresheners in dining room, by demographics, April 2014
Figure 85: Frequency of usage of air fresheners in hallway, by demographics, April 2014
Figure 86: Frequency of usage of air fresheners in utility room, by demographics, April 2014
APPENDIX – THE CONSUMER – REPLACEMENT OF AIR FRESHENER REFILLS/FRAGRANCES
Figure 87: Frequency of replacement of refills/fragrances in air freshener units, by type of product, April 2014
Figure 88: Frequency of replacement of refills/fragrances in air freshener units, by type of product – Plug-in air fresheners, by demographics, April 2014
Figure 89: Frequency of replacement of refills/fragrances in air freshener units, by type of product – Battery-operated automatic spray unit, by demographics, April 2014
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS SCENTED CANDLES
Figure 90: Attitudes towards scented candles, April 2014
Figure 91: Most popular attitudes towards scented candles, by demographics, April 2014
Figure 92: Next most popular attitudes towards scented candles, by demographics, April 2014
Figure 93: Attitudes towards scented candles, by most popular usage of different types of air freshener in the past 12 months, April 2014
Figure 94: Attitudes towards scented candles, by next most popular usage of different types of air freshener in the past 12 months, April 2014
Figure 95: Attitudes towards scented candles, by other usage of different types of air freshener in the past 12 months, April 2014
Figure 96: Attitudes towards scented candles, by most popular usage of different types of air freshener in the past 12 months, April 2014
Figure 97: Attitudes towards scented candles, by next most popular usage of different types of air freshener in the past 12 months, April 2014
Figure 98: Attitudes towards scented candles, by other usage of different types of air freshener in the past 12 months, April 2014
APPENDIX – THE CONSUMER – SCENT PREFERENCES
Figure 99: Appeal of different scents for fragrancing the home, April 2014
Figure 100: Most popular appeal of different scents for fragrancing the home, by demographics, April 2014
Figure 101: Next most popular appeal of different scents for fragrancing the home, by demographics, April 2014
Figure 102: Appeal of different scents for fragrancing the home, by most popular usage of different types of air freshener in the past 12 months, April 2014
Figure 103: Appeal of different scents for fragrancing the home, by next most popular usage of different types of air freshener in the past 12 months, April 2014
Figure 104: Appeal of different scents for fragrancing the home, by other usage of different types of air freshener in the past 12 months, April 2014
APPENDIX – THE CONSUMER – ATTITUDES TOWARDS PLUG-INS AND STANDALONE AIR FRESHENER UNITS
Figure 105: Attitudes towards plug-ins and standalone air freshener units, April 2014
Figure 106: Most popular attitudes towards plug-ins and standalone air freshener units, by demographics, April 2014
Figure 107: Next most popular attitudes towards plug-ins and standalone air freshener units, by demographics, April 2014
Figure 108: Other attitudes towards plug-ins and standalone air freshener units, by demographics, April 2014
Figure 109: Attitudes towards plug-ins and standalone air freshener units, by most popular usage of different types of air freshener in the past 12 months, April 2014
Figure 110: Attitudes towards plug-ins and standalone air freshener units, by next most popular usage of different types of air freshener in the past 12 months, April 2014
Figure 111: Attitudes towards plug-ins and standalone air freshener units, by other usage of different types of air freshener in the past 12 months, April 2014
Figure 112: Attitudes towards plug-ins and standalone air freshener units, by most popular usage of different types of air freshener in the past 12 months, April 2014
Figure 113: Attitudes towards plug-ins and standalone air freshener units, by next most popular usage of different types of air freshener in the past 12 months, April 2014
Figure 114: Attitudes towards plug-ins and standalone air freshener units, by other usage of different types of air freshener in the past 12 months, April 2014
Figure 115: Attitudes towards plug-ins and standalone air freshener units, by most popular usage of different types of air freshener in the past 12 months, April 2014
Figure 116: Attitudes towards plug-ins and standalone air freshener units, by next most popular usage of different types of air freshener in the past 12 months, April 2014
APPENDIX – THE CONSUMER – FACTORS LIKELY TO ENCOURAGE USE OF CAR AIR FRESHENERS
Figure 117: Factors that would encourage use of car air fresheners, April 2014
Figure 118: Most popular factors that would encourage use of car air fresheners, by demographics, April 2014
Figure 119: Next most popular factors that would encourage use of car air fresheners, by demographics, April 2014
Figure 120: Other factors that would encourage use of car air fresheners, by demographics, April 2014
Figure 121: Factors that would encourage use of car air fresheners, by most popular usage of different types of air freshener in the past 12 months, April 2014
Figure 122: Factors that would encourage use of car air fresheners, by next most popular usage of different types of air freshener in the past 12 months, April 2014
Figure 123: Factors that would encourage use of car air fresheners, by other usage of different types of air freshener in the past 12 months, April 2014
Figure 124: Factors that would encourage use of car air fresheners, by most popular usage of different types of air freshener in the past 12 months, April 2014
Figure 125: Factors that would encourage use of car air fresheners, by next most popular usage of different types of air freshener in the past 12 months, April 2014
Figure 126: Factors that would encourage use of car air fresheners, by other usage of different types of air freshener in the past 12 months, April 2014