|
Published by: Mintel International Group Ltd.
Published: Oct. 1, 2009 - 55 Pages
Table of Contents
- ISSUES IN THE MARKET
- DEFINITION
- Consumer research
- Abbreviations
- MARKET IN BRIEF
- Image upgrade results in good growth
- Added value steals share from functional
- Penetration continues to rise, yet remains low
- NPD activity is limited
- Reckitt Benckiser takes over
- Sophisticated products will drive future growth
- INTERNAL MARKET ENVIRONMENT
- Key points
- Cocooning comes back
- Usage of air fresheners high among smokers
- Figure 1: Proportion of adults who smoke, by country, 2004-08
- Figure 2: Penetration and frequency of using household fresheners in Germany, by smokers and nonsmokers, 2008
- Figure 3: Penetration of household fresheners in Germany, by type, smokers and non-smokers, 2008
- Base: users
- Pet ownership comparatively low in Germany
- Figure 4: Pet owners as percentage of population, by country, 2008
- Figure 5: Trends in household pet ownership in Germany, 2004-08
- Figure 6: Penetration and frequency of using household fresheners in Germany, by pet ownership, 2008
- Figure 7: Penetration of household fresheners in Germany, by type, by pet ownership, 2008
- Demand for at-home pampering helps sales of bathroom fresheners
- Figure 8: Number of bathrooms in home, by country, 2008
- Figure 9: Penetration and frequency of using household fresheners in Germany, by number of bathrooms, 2008
- Figure 10: Penetration of using household fresheners in Germany, by type, by number of bathrooms, 2008
- Number of cars still rising, if slowly
- Potential for compost-specific lines remains untapped
- Sustainability
- Seasonal market
- BROADER MARKET ENVIRONMENT
- Key points
- Growing number of middle-aged Germans helps sales
- Figure: Trends in German population, by age, 2003-13
- Recession hits volume sales
- Rising number of small households limits growth potential
- Figure 11: Trends in number of German households, by size, 2003-07
- Regulations and health warnings are a mixed bag for the market
- REACH makes suppliers work harder
- WHO’S INNOVATING?
- Key points
- Figure 12: Percentage of new product launches in household fresheners, by country, 2006-09
- Figure 13: Percentage of new product launches in household fresheners, by category, 2006-09
- Figure 14: Number of new product launches in household fresheners, by positioning, 2006-09
- Figure 15: Percentage of new product launches in household fresheners, by company, 2006-09
- MARKET SIZE AND FORECAST
- Key points
- Steady progress despite resistance
- Figure 16: German retail value sales of household fresheners, at current and constant prices, 2004-14
- Prospects good
- Ionisers to encroach
- FACTORS USED IN THE FORECAST
- SEGMENT PERFORMANCE
- Key points
- Figure 17: German retail value sales of household fresheners, by type, 2007-09
- Figure 18: German retail value sales of household fresheners, by primary function, 2007-09
- MARKET SHARE
- Key points
- Reckitt Benckiser now leads with Air Wick
- Figure 19: Manufacturers’ value shares of household fresheners, 2007-09
- Brand leaders by segment
- COMPANIES AND PRODUCTS
- Jeyes
- Procter & Gamble
- Reckitt Benckiser
- Sara Lee
- SC Johnson
- CHANNELS TO MARKET
- Key points
- Figure 20: German retail value sales of household fresheners, by outlet type, 2007-09
- THE CONSUMER - PAN-EUROPEAN OVERVIEW
- Key points
- Figure 21: Penetration and frequency of using air fresheners, by country, 2008
- Figure 22: Penetration of air fresheners, by country, by type, 2008
- THE CONSUMER - TRENDS IN GERMANY
- Key points
- Figure 23: Penetration and frequency of using air fresheners in Germany, 2004-08
- Figure 24: Penetration of air fresheners in Germany, by type, 2004-08
- THE CONSUMER - USAGE AND ATTITUDES
- Key points
- Offering a relaxing environment
- Detailed demographics
- Figure 25: Penetration and frequency of using air fresheners in Germany, by main shoppers, 2008
- An interest in the home
- Figure 26: Use of air fresheners, by attitudes towards the home, 2008
- APPENDIX: RESEARCH METHODOLOGY
AbstractWhile launch activity remains low, clever marketing strategies that transform product image from a mere commodity to a trendy lifestyle household accessory, as well as a ‘Wellness’ aid help to boost the German household fresheners market. Although volume sales have suffered during the recession, value sales have continued to grow, reaching €240 million in 2009, up 5% on 2008.
Odour neutralisers and scented candles have grown the fastest, while sprays, the largest segment, has lost ground to the more decorative slow-release products. In 2008, Reckitt Benckiser with Air Wick took over the leadership from SC Johnson, with Brise and Oust; together accounting for 60% of value sales.
The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.
Get Full Details About This Report >>
|
|
US: 800.298.5699
Int'l: +1.240.747.3093
|
|
|
