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MarketLooks: The U.S. Market for Home Fragrances

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Title: The U.S. Market for Home Fragrances
Published: May 2002


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Abstract from full report:

Innovative new scents and delivery systems, products that resemble decorative accessories, the lure of aromatherapy in an increasingly stressful world… These factors have rallied the U.S. home fragrance market, now worth $2.7 billion. Even as growth in the once-explosive candle segment slows, new offerings in air fresheners and environmental fragrances pick up the slack. And as consumers increasingly look to the home as a haven from society’s ills, sales will approach $3.5 billion by 2006. This new Packaged Facts report provides a comprehensive analysis of the U.S. market for home fragrances, including the consumer environment; "mass" and "class" channels and the crossover trends that enhance sales; and retail figures for both the air freshener and environmental fragrance categories, going back 10 years. Also featured: IRI share data; Simmons demographic data; and competitive profiles of heavy hitters Belae Brands, Blyth Industries, Coty, S.C. Johnson, Dial, and Pennzoil Quaker State.


  1. Overview
  2. Market Definition
  3. Market Size and Growth
  4. Market Composition
  5. Market Forecast
  6. Market Shares
  7. Distribution and Retail
  8. Marketing and Promotion
  9. The Consumer
  10. Competitive Profile: Blyth, Inc.
  11. Competitive Profile: The Dial Corporation
  12. Competitive Profile: Intimate Brands, Inc.
  13. Competitive Profile: Reckitt Benckiser, plc.
  14. Competitive Profile: S. C. Johnson & Son, Inc.

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