Air Fresheners - US - September 2012

Published by: Mintel International Group Ltd.

Published: Sep. 1, 2012 - 189 Pages


Table of Contents

SCOPE AND THEMES
What you need to know
Definition
Data sources
Sales data
Consumer survey data
Advertising creative
Abbreviations and terms
Abbreviations
Terms
EXECUTIVE SUMMARY
The market
Figure 1: Total U.S. retail sales and fan chart forecast of air fresheners, at current prices, 2007-17
Market factors
Economic challenges contribute greatly to decline of market
Figure 2: University of Michigan’s index of consumer sentiment, 2007-12
Growing ethnic populations may help grow sales in the future
Growing concern around chemical content in air fresheners may impact the market
Retail channels
Figure 3: U.S. retail sales of air fresheners, by channel, at current prices, 2010-12
Key players
The air freshener consumer
Air fresheners command high usage from consumers across segments and demographics
Figure 4: Use of air freshener sprays/room deodorizers by gender, October 2010-November 2011
Aerosols and plug-ins most consistently used air fresheners
Figure 5: Air freshener usage, May 2012
Figure 6: Air freshener usage, May 2012
Odor elimination, fresh scent top air freshener attributes
Figure 7: Important factors in selecting air fresheners, May 2012
Shopping habits vary by gender, with scent-testing being the most important
Figure 8: Air freshener purchase habits, by gender, May 2012
Most consumers use different scents for different purposes or areas of the home
Figure 9: Attitudes toward air fresheners, May 2012
What we think
INSIGHTS AND OPPORTUNITIES
Partner with large brands and create co-branded offerings
Placing focus on design and décor of air fresheners, including exterior packaging
Consider “out of the box” scent delivery methods
ISSUES IN THE MARKET
How can air freshener companies succeed in a declining market and competitive landscape?
How can air freshener companies address growing consumer concern about the
chemicals being used in air freshener products?
To what extent will growing ethnic populations play a role in the air freshener market?
TREND APPLICATIONS
Trend: Factory Fear
Trend: Objectify
2015 Trend: Old Gold
MARKET SIZE AND FORECAST
Key points
Air freshener sales continue to decline in weak economy and highly competitive market
Sales and forecast of air freshener market
Figure 10: Total U.S. retail sales and forecast of air fresheners, at current prices, 2007-17
Figure 11: Total U.S. retail sales and forecast of air fresheners, at inflation-adjusted prices, 2007-17
Fan chart forecast
Figure 12: Total U.S. retail sales and fan chart forecast of air fresheners, at current prices, 2007-17
Walmart sales
MARKET DRIVERS
Key points
Low consumer confidence detrimental to market growth
Figure 13: University of Michigan’s index of consumer sentiment (ICS), 2007-12
Unemployment rates continue to make consumers nervous about spending
Figure 14: Unemployment, January 2007-July 2012
Growing ethnic populations may drive sales in the coming years
Figure 15: Population, by race and Hispanic origin, 2007-17
Growing concern around impact of air fresheners on allergies and overall health
COMPETITIVE CONTEXT
Scented candles create strong competition for air freshener products
Figure 16: Air freshener usage, May 2012
Scented household products that eliminate odors also provide competition
Potpourri provides consumers with a less potent format
Figure 17: FDMx sales of pot potpourri, by leading companies, 2011 and 2012
SEGMENT PERFORMANCE
Key points
Though the market is declining, aerosols segment shows the most promise
Figure 18: Total U.S. retail sales of air fresheners by segment, at current prices, 2010 and 2012
SEGMENT PERFORMANCE—AEROSOL AIR FRESHENERS
Key points
Aerosols best-performing segment in competitive marketplace
Figure 19: Total sales and forecast of aerosol air fresheners, at current prices, 2007-17
SEGMENT PERFORMANCE—SLOW-RELEASE AIR FRESHENERS
Key points
Slow-release air freshener segment facing the most challenges
Figure 20: Total sales and forecast of slow-release air fresheners, at current prices, 2007-17
SEGMENT PERFORMANCE—PLUG-IN OR BATTERY-OPERATED AIR FRESHENERS
Key points
Growth to resume, eventually, for plug-in and battery-operated air fresheners
Figure 21: Total sales and forecast of plug-in or battery-operated air fresheners, at current prices, 2007-17
RETAIL CHANNELS
Key points
Majority of air freshener purchases take place through “other retail channels”
Supermarket and drug stores face declining sales and market share
Sales of air fresheners, by channel
Figure 22: U.S. retail sales of air fresheners, by channel, at current prices, 2010-12
RETAIL CHANNELS—SUPERMARKETS
Key points
Supermarket sales of air fresheners are declining, likely due to a lack of marketing
and promotional activities
Supermarket sales of air fresheners
Figure 23: U.S. supermarket sales of air fresheners, at current prices, 2007-12
RETAIL CHANNELS—DRUG STORES
Key points
Drug stores only retail channel to see some sales growth
Drug store sales of air fresheners
Figure 24: U.S. Drug store sales of air fresheners, at current prices, 2007-12
RETAIL CHANNELS—OTHER RETAIL CHANNELS
Key points
“Other channels” retail segment experiencing a decline
Other channel retail sales of air fresheners
Figure 25: Other channel retail sales of air fresheners, at current prices, 2007-12
LEADING COMPANIES
Key points
A highly fragmented, competitive market
FDMx manufacturer sales of air fresheners
Figure 26: FDMx sales of air fresheners, by leading companies, 2011 and 2012
BRAND SHARE—AEROSOL AIR FRESHENERS
Key points
P&G holds more than half of the market share due to the Febreze brand
Glade experiences growth with its aerosol product offering but Renuzit struggles
Figure 27: FDMx sales of aerosol air fresheners, by leading companies, 2011 and 2012
BRAND SHARE—SLOW-RELEASE AIR FRESHENERS
Key points
Renuzit is the dominant brand in this segment
Febreze is gaining ground with its Set & Refresh offering
Figure 28: FDMx sales of slow-release air fresheners, by leading companies, 2011 and 2012
BRAND SHARE—PLUG-IN AIR FRESHENERS
Key points
Reckitt Benckiser making its name known in the FDMx market
Figure 29: FDMx sales of plug-in air fresheners, by leading companies, 2011 and 2012
INNOVATIONS AND INNOVATORS
Newer market players lead with most product launches
Figure 30: Air freshener new product introductions, by manufacturer, 2007-12
Nonpowered product launches continue to outnumber powered product launches
Figure 31: Air freshener product introductions, powered vs. nonpowered, 2007-12
Private label launches decreasing, but still have an impact
Figure 32: Share of branded and private label air freshener launches, 2007-12
Convenience most common product claim of 2011, likely to repeat in 2012
Figure 33: Incidence of claims categories associated with new air fresheners launches, 2007-12
Figure 34: Incidence of claims associated with new air fresheners launches, 2007-12
Standard scents on track to be top 2012 product offerings
Figure 35: U.S. air fresheners new product introductions, by fragrance group, 2007-12
An emphasis on décor
Portability a trend for the future
Gels and beads indicative of interest in new delivery methods
Multifunctional products
Glade takes new approach in branding and packaging aesthetic
Capturing exotic locales/destinations key trend
MARKETING STRATEGIES
Overview of the brand landscape
Brand analysis: Glade
Figure 36: Brand analysis of Glade, 2012
Online initiatives
Figure 37: Tweets from Glade twitter account, 2012
TV presence
Figure 38: Glade décor scents television ad, 2011
Figure 39: Glade expressions fragrance mist television ad, 2012
Print
Figure 40: Glade spring collection ad, 2012
Brand analysis: Febreze
Figure 41: Brand analysis of Febreze, 2012
Online initiatives
Figure 42: Tweets from Febreze twitter account, 2012
Figure 43: Febreze consumer review—Linen and sky air effects, April 2012
Figure 44: Febreze consumer review—Seasonal scents air effects June 2012
Figure 45: Febreze consumer review—Thai dragon fruit air effects, July 2012
TV presence
Figure 46: Febreze television ad, 2012
Figure 47: Febreze television ad, 2012
Brand analysis: Air Wick
Figure 48: Brand analysis of Air wick, 2012
Online initiatives
TV presence
Figure 49: Air Wick television ad, 2012
Print
Figure 50: Air Wick magazine ad, 2012
Brand analysis: Renuzit
Figure 51: Brand analysis of Renuzit, 2012
Online initiatives
Print
Figure 52: Renuzit Circular ad, 2012
AIR FRESHENER USAGE
Key points
Air freshener usage is high across demographic segments
Figure 53: Use of air freshener sprays/room deodorizers by gender, October 2010-November 2011
Usage highest among younger segments; usage declines with age
Figure 54: Use of air freshener sprays/room deodorizers, by age, October 2010-November 2011
Usage high among lower-income segments, declines with affluence
Figure 55: Use of air freshener sprays/room deodorizers by household income,
October 2010-November 2011
Febreze and Glade are the most widely used brands
Figure 56: Brands of air freshener sprays/room deodorizers used by gender, October 2010-November 2011
AIR FRESHENER FORMAT USAGE
Key points
Aerosols and plug-ins most continuously used air fresheners
Figure 57: Air freshener usage, May 2012
Women more likely than men to use some types of air freshener products
Figure 58: Air freshener usage, by gender, May 2012
Younger consumers use a variety of air freshener products
Figure 59: Air freshener usage, by age, May 2012
Consumers across household income segments report high levels of using a variety
of air freshener products
Figure 60: Air freshener usage, by household income, May 2012
USAGE IN THE HOME
Key points
Product usage varies by location in the home
Figure 61: Usage locations, May 2012
PRODUCT SELECTION
Key points
Odor elimination and fresh smell are top air freshener attributes
Figure 62: Important factors in selecting air fresheners, May 2012
Women have great expectations of air freshener products
Figure 63: Important factors in selecting air fresheners – Any important, by gender, May 2012
Age has an impact on the importance consumers place on different product attributes
in selecting air freshener products
Figure 64: Important factors in selecting air fresheners – Any important, by age, May 2012
Respondents from lower-income households place importance on a number of attributes
Figure 65: Important factors in selecting air fresheners – Any important, by household income, May 2012
Battery-operated stand-alone spray, flameless candle, and reed diffuser/scented oil
users among the most demanding
Figure 66: Important factors in selecting air fresheners, by air freshener usage, May 2012
Figure 67: Important factors in selecting air fresheners, by air freshener usage, May 2012
PURCHASE HABITS
Key points
Shopping habits vary by gender, with scent-testing being the most important for consumers
Figure 68: Air freshener purchase habits, by gender, May 2012
Younger consumers are more likely to be price conscious and older consumers are more
likely to be brand loyal
Figure 69: Air freshener purchase habits, by age, May 2012
Household income a factor in product choice
Figure 70: Air freshener purchase habits, by household income, May 2012
Candle store, home décor, and gift store shoppers are more likely to try new and
different scents
Figure 71: Air freshener purchase habits, by locations air fresheners purchased from, May 2012
ATTITUDES TOWARD AIR FRESHENERS
Key points
Most consumers use different scents for different purposes or areas of the home
Figure 72: Attitudes toward air fresheners, May 2012
Women more likely to seek variety
Figure 73: Attitudes toward air fresheners, by gender, May 2012
Attitudes of 18-24s suggest limited use and greater skepticism of product performance
Figure 74: Attitudes toward air fresheners, by age, May 2012
Lower-income segments more likely to have “use as needed” attitudes
Figure 75: Attitudes toward air fresheners, by household income, May 2012
INTEREST IN NEW PRODUCT ATTRIBUTES
Key points
Performance and greater convenience are main attributes desired by consumers
Figure 76: Interest in air freshener attributes – Any interested, by gender, May 2012
Younger respondents look for innovation
Figure 77: Interest in air freshener attributes – Any interested, by age, May 2012
PREFERRED AIR FRESHENER SCENTS
Key points
Spice/ingredient scents and flower scents among the most popular
Figure 78: Preferred scents, May 2012
Figure 79: Preferred scents for sprays or aerosols, by gender, May 2012
Figure 80: Preferred scents for plug-ins, by gender, May 2012
Figure 81: Preferred scents for battery-operated/stand-alone sprays, by gender, May 2012
Figure 82: Preferred scents for solid/gel air fresheners, by gender, May 2012
RACE AND HISPANIC ORIGIN
Key points
High air freshener usage is seen among Hispanics and blacks
Figure 83: Use of air freshener sprays/room deodorizers by race/Hispanic origin,
October 2010-November 2011
Figure 84: Population, by race and Hispanic origin, 2007-17
Figure 85: Air freshener usage, by race/Hispanic origin, May 2012
Hispanics and blacks stand out as demanding air freshener consumers
Figure 86: Important factors in selecting air fresheners – Any important, by race/Hispanic origin, May 2012
Asians or Pacific Islanders report a number of concerns with air freshener products
Figure 87: Attitudes toward air fresheners, by race/Hispanic origin, May 2012
Blacks and other races are among the most particular in how they purchase
air freshener products
Figure 88: Air freshener purchase habits, by race/Hispanic origin, May 2012
CORRESPONDENCE ANALYSIS
Methodology
Sprays and plug-ins command “everyday” and “practical” associations
Solids/gels associated with being for everyday and safe
Reed diffusers/scented oils associated with luxury and expense, but can leverage
their association of being a decorative object
Figure 89: Correspondence Analysis, May 2012
Figure 90: Qualities associated with air freshener types, May 2012
CLUSTER ANALYSIS
Figure 91: Target clusters, May 2012
Cluster 1: Functional Fresheners
Characteristics
Opportunity
Cluster 2: Total Trailblazers
Characteristics
Opportunity
Cluster 3: Unengaged Users
Characteristics
Opportunity
Cluster characteristic tables
Figure 92: Air freshener usage, by target clusters, May 2012
Figure 93: Important factors in selecting air fresheners – Any important, by target clusters, May 2012
Figure 94: Important factors in selecting air fresheners – Very important, by target clusters, May 2012
Figure 95: Attitudes toward air fresheners, by target clusters, May 2012
Figure 96: Locations air fresheners purchased from, by target clusters, May 2012
Figure 97: Air freshener purchase habits, by target clusters, May 2012
Figure 98: Interest in air freshener attributes – Any interested, by target clusters, May 2012
Cluster demographic tables
Figure 99: Target clusters, by demographics, May 2012
Cluster Methodology
IRI/BUILDERS—KEY HOUSEHOLD PURCHASE MEASURES
OVERVIEW OF AIR FRESHENERS
HOME AIR FRESHENERS
Consumer insights on key purchase measures
Brand map
Figure 100: Brand map, selected brands of home air fresheners, by household penetration,
52 weeks ending June 26, 2011
Brand leader characteristics
Key purchase measures
Figure 101: Key purchase measures for the top brands of home air fresheners,
by household penetration, 52 weeks ending June 26, 2011
APPENDIX—OTHER USEFUL CONSUMER TABLES
Usage location in the home
Figure 102: Where battery-operated/stand-alone sprays are used, by gender, May 2012
Figure 103: Where sprays or aerosols are used, by gender, May 2012
Figure 104: Where plug-ins are used, by gender, May 2012
Figure 105: Where solid/gel air fresheners are used, by gender, May 2012
Figure 106: Where liquids or oils are used, by gender, May 2012
Figure 107: Where incense is used, by gender, May 2012
Figure 108: Where potpourri is used, by gender, May 2012
Product selection
Figure 109: Important factors in selecting air fresheners – Very important, by gender, May 2012
Figure 110: Important factors in selecting air fresheners – Any important, by age, May 2012
Figure 111: Important factors in selecting air fresheners – Very important, by household income, May 2012
Figure 112: Important factors in selecting air fresheners – Very important, by race/Hispanic origin, May 2012
Purchase habits
Figure 113: Air freshener purchase habits, by male and age, May 2012
Figure 114: Air freshener purchase habits, by female and age, May 2012
Figure 115: Air freshener purchase habits, by air freshener usage, May 2012
Figure 116: Air freshener purchase habits, by air freshener usage, May 2012
Locations air fresheners purchased from
Figure 117: Locations air fresheners purchased from, by gender, May 2012
Figure 118: Locations air fresheners purchased from, by age, May 2012
Figure 119: Locations air fresheners purchased from, by race/Hispanic origin, May 2012
Figure 120: Locations air fresheners purchased from, by household income, May 2012
Preferred air freshener scents
Figure 121: Preferred scents for reed diffusers/scented oils, by gender, May 2012
Figure 122: Preferred scents for liquids or oils, by gender, May 2012
Figure 123: Preferred scents for incense, by gender, May 2012
Figure 124: Preferred scents for potpourri, by gender, May 2012
Interest in new product attributes
Figure 125: Interest in air freshener attributes – Any interested, by household income, May 2012
Figure 126: Interest in air freshener attributes – Any interested, by race/Hispanic origin, May 2012
Figure 127: Interest in air freshener attributes – Any interested, by male and age, May 2012
Figure 128: Interest in air freshener attributes – Any interested, by female and age, May 2012
Figure 129: Interest in air freshener attributes, by air freshener usage, May 2012
Figure 130: Interest in air freshener attributes, by air freshener usage, May 2012
Attitudes toward air fresheners
Figure 131: Attitudes toward air fresheners, by air freshener usage, May 2012
Figure 132: Attitudes toward air fresheners, by air freshener usage, May 2012
Figure 133: Attitudes toward air fresheners, by important factors in selecting air fresheners, May 2012
Figure 134: Attitudes toward air fresheners, by important factors in selecting air fresheners, May 2012
APPENDIX—TRADE ASSOCIATIONS
APPENDIX: RESEARCH METHODOLOGY
CONSUMER RESEARCH
Primary Data Analysis
Sampling
Global Market Insite (GMI)
Secondary Data Analysis
Experian Simmons National Consumer Studies
Statistical Forecasting
Statistical modelling
Qualitative insight
The Mintel fan chart
Weather analogy
APPENDIX: WHAT IS MINTEL?
Mintel provides industry-leading market intelligence
Mintel Solutions:
Mintel Oxygen Reports
Mintel GNPD
Mintel Inspire
Mintel Beauty Innovation
Mintel Menu Insights
Mintel Research Consultancy
Mintel Comperemedia

Abstract

Air freshener sales have been declining over the last few years as a result of macroeconomic conditions that have caused consumers to cut back on their spending, particularly on products such as air fresheners, which are a more discretionary purchase. However, some air freshener brands and product segments have posted sales growth during the review period, indicating that air freshener companies have the potential to drive sales and grow brand awareness in difficult economic conditions. Air fresheners continue to be widely used by many different types of consumers, and air freshener manufacturers and brands should continue exploring ways to engage consumers and secure their purchases even though consumers have cut down on their spending in this category.

The key to success in the air freshener category seems to be in creating and launching products that deliver both odor-fighting capabilities and create freshness in the home. Those attributes give consumers the sense that they are getting the most value for their money, in that they know they can depend on a product’s performance. Ultimately, it’s important that air freshener companies communicate both the functional and emotional benefits that come with using air fresheners, most notably to women and younger consumers.



In order to help companies better understand the air freshener consumer and create products and messaging that drive growth, this report looks to understand how U.S. retail sales have performed in the last few years, what the market forecast looks like between 2012 and 2017, and how macroeconomic conditions are impacting air freshener sales and consumer purchasing behavior. In addition, this report will address competitive categories, what attributes air fresheners can leverage against the competitive set, and how some of the leading brands in the market have achieved success despite the economy being in a state of recovery. Consumer attitudes and purchase habits will also be analyzed in this report so that air freshener manufacturers and brands can understand how consumers are purchasing air fresheners, their product usage, and what scents they are looking for.

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