While 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.

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