Air Fresheners - US - December 2007

SCOPE AND THEMES
What you need to know
Definition
Consumer research studies
Abbreviations & terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Market snapshot
What’s driving the market
Leading companies and products
Where Americans purchase air fresheners
Ad expenditures explode
Who purchases air sanitizers
Why they purchase them
Attitudes towards air sanitizers
Who purchases air fresheners
Popular scents
Attitudes towards air fresheners
Looking ahead
FAST FORWARD TRENDS
Home of the Senses
Similar Scents of the Same Theme
Expanding Role of the House and Home: Serving the Niche
Multiple Personalities
Behavior In Flux
Non-Standard Society – Non-Standard Extensions
MARKET DRIVERS
The presence of children drive sales
Figure 1: Households by size, 2006
Teens and young adult population grows sales
Air fresheners become hip
Figure 2: Top ten selling air fresheners, by sales, 52 weeks ending October 7, 2007
Fueling the fires of germaphobia
Figure 3: odor types that respondents eliminate, by gender, October 2007
Environmental pollutants in urban areas
Figure 4: Ten worst cities in the U.S. for smog and particle pollution, 2005
Eliminating pet odor
Figure 5: Types of pets owned, 2005 and 2007
Innovation drives demand
A closer look at reed diffusers
MARKET SIZE AND TRENDS
 MARKET SIZE
Figure 6: Total U.S. retail sales of air fresheners, at current and constant prices, 2002-07
 MARKET TRENDS
Scents that remind us of food
Upscale scents
Functional
Sticks and diffusers
MARKET SEGMENTATION
Sales by segment
Figure 7: Total U.S. retail sales of home air freshesners, car air fresheners, and potpourri/sachets, 2005 to 2007.
Home air fresheners
Figure 8: Total U.S. retail sales of home air fresheners, at current and constant prices, 2002-07
Car air fresheners
Figure 9: Total U.S. retail sales of car air fresheners, at current and constant prices, 2002-07
Potpourri/sachets
Figure 10: Total U.S. retail sales of potpourri/sachets, at current and constant prices, 2002-07
SUPPLY STRUCTURE
Company and brand sales
Figure 11: Total U.S. retail FDM sales of air fresheners, by company, 2004 and 2006
Sales of home air fresheners
Figure 12: Total U.S. retail FDM sales of home air fresheners, by company, 2004 and 2006
Sales of car air fresheners
Figure 13: Total U.S. FDM retail sales of car air fresheners, 2004 and 2006
Potpourri/Sachets
Figure 14: Total U.S. FDM retail sales of potpourri/sachets, 2004 and 2006.
ADVERTISING AND PROMOTION
Germaphobia
Figure 15: Lysol Neutra Air, 2007
Figure 16: Lysol Neutra Air Fresh, 2007
Figure 17: Oust Air Freshener Candle, 2007
Humor
Figure 18: Air Wick Scented Oils, 2007
Figure 19: Oust Air Freshener Spray, 2007
Mood enhancer
Figure 20: Febreze Air Effects, 2007
Figure 21: Glade Lightshow Plug In, 2007
Figure 22: Glade Lightshow Plug In, 2007
Peace of mind
Figure 23: Air Wick Aroma Therapy, 2007
Figure 24: Air Wick Freshmatic mini, 2007
Marketing to tweens
Marketing to moms
Promotions are important
RETAIL DISTRIBUTION
Figure 25: U.S. retail sales of air freshener products, by channel, 2005 and 2007
Supermarkets
Figure 26: U.S. Supermarket sales of air freshener products, at current and constant prices, 2002-07
Mass merchandisers
Figure 27: U.S. mass merchandiser sales of air freshener products, at current and constant prices, 2002-07
Drug stores
Figure 28: U.S. drug store sales of air freshener products, at current and constant prices, 2002-07
THE CONSUMER
Who purchases air fresheners
Summary
Figure 29: Types of air fresheners used, by gender, October 2007
Figure 30: Types of air fresheners used, by race and ethnicity, October 2007
Figure 31: Types of air fresheners used, by number of children, October 2007
Why they purchase air fresheners
Summary
Figure 32: Odors trying to eliminate, by gender, October 2007
Figure 33: Odors trying to eliminate, by income, October 2007
Figure 34: Odors trying to eliminate, by race and ethnicity, October 2007
Figure 35: Odors trying to eliminate, by number of children, October 2007
Attitudes towards air freshener efficacy
Summary
Figure 36: Opinions on air fresheners, by income, October 2007
Popular scents
Summary
Figure 37: Scents purchased, by gender, October 2007
Who purchases air sanitizers
Summary
Figure 38: Purchased air sanitizer, by gender, October 2007
Figure 39: Purchased air sanitizer, by marital status, October 2007
Figure 40: Purchased air sanitizer, by number of children, October 2007
Attitudes towards air sanitizers
Summary
Figure 41: Attitudes towards air sanitizers, by gender, October 2007
Brand usage
Figure 42: Incidence of use of top three brands, by age, race/ethnicity, presence of children, and selected cohorts, May 2006-June 2007
Figure 43: Incidence of use of other leading brands, by age, race/ethnicity, presence of children, and selected cohorts, May 2006-June 2007
FUTURE TRENDS AND FORECAST
 FUTURE TRENDS
Population growth will drive sales of air sanitizers
Figure 44: Population of the U.S., 2002-12
A saturated market
Figure 45: Number of new product introductions, 2002-07
Green and therapeutic scents will be popular
Collision course: chemicals in air fresheners and health concerns
 MARKET FORECAST
Air fresheners
Figure 46: Forecast of total U.S. sales of air fresheners, at current and constant prices, 2007-12
Home air fresheners
Figure 47: Forecast of U.S. sales of home air fresheners, at current and constant prices, 2007-12
Car air fresheners
Figure 48: Forecast of U.S. sales of car air fresheners, at current and constant prices, 2007-12
Potpourri and sachets
Figure 49: Forecast of U.S. sales of potpourri and sachets, at current and constant prices, 2007-12
Forecast factors
APPENDIX: TRADE ASSOCIATIONS