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Air Care - UK - June 2015

Air Care - UK - June 2015

“The focus of the market on the launch of new fragrance ranges, including seasonal and limited edition scents, has increased consumer choice and helped drive replenishment sales. However, in order to further increase spending, brands in the market need to concentrate on encouraging usage of a wider repertoire of complementary products, as well as give shoppers more reasons to buy air care products. The promotion of products that offer greater customisation or include features that benefit health and wellbeing can help to add value to the market.”

– Richard Caines, Senior Household Care Analyst

This report covers the following areas:

Increasing replenishment of air care products
Encouraging complementary and wider usage of air fresheners
Giving people more reasons to buy air care products
Opportunity for more ‘natural’ air fresheners


INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
Strong growth in sales of air fresheners
Figure 1: Best and worst-case forecast of UK retail value sales of air fresheners, 2010-20
Electric air fresheners biggest share of air care
Figure 2: Breakdown of retail value sales of air fresheners, % share by segment, 2014
More households and rise in real incomes
Air Wick leads air care market
Figure 3: Brand shares of value sales of air fresheners, year ending March 2015
Increase in refills under new fragrance ranges
Decline in total advertising spending
Air freshener sprays most widely used product
Figure 4: Usage of different types of air fresheners in the last 12 months, April 2015
Wide range of products and brands purchased
Figure 5: Brands of scented candles bought in the last 12 months, April 2015
Shoppers keen on smelling scents before buying
Figure 6: Buying behaviour and attitudes towards shopping for air fresheners, April 2015
Eliminating odours and adding ambience to the home
Figure 7: Any agreement with statements on using air fresheners in the home, April 2015
Opportunity for air care products with added benefits
Figure 8: Interest in new product features for air fresheners, April 2015
What we think
ISSUES AND INSIGHTS
Increasing replenishment of air care products
The facts
The implications
Encouraging complementary and wider usage of air fresheners
The facts
The implications
Giving people more reasons to buy air care products
The facts
The implications
Opportunity for more ‘natural’ air fresheners
The facts
The implications
MARKET DRIVERS
Key points
More households in need of freshening
Figure 9: UK households, by size, 2009-19
Population growth will help increase sales
Figure 10: Trends in the age structure of the UK population, 2009-19
Growing consumer confidence could encourage trading up
Figure 11: Trends in how respondents would describe their financial situation, February 2009-April 2015
Figure 12: Trends in current financial situation compared with a year ago, March 2012-March 2015
Home entertaining can drive air care sales
Figure 13: Incidence of different forms of entertaining at home, by type, August 2014
Pet ownership and odour elimination
Figure 14: Pet ownership by families (parents with under-18s), October 2014
Car air fresheners still have room for growth
Figure 15: Numbers of car sales and the UK car parc, 2009-14
WHO’S INNOVATING?
Key points
Non-powered air fresheners largest share of launches
INTRODUCTION
Definitions
Abbreviations
EXECUTIVE SUMMARY
Strong growth in sales of air fresheners
Figure 1: Best and worst-case forecast of UK retail value sales of air fresheners, 2010-20
Electric air fresheners biggest share of air care
Figure 2: Breakdown of retail value sales of air fresheners, % share by segment, 2014
More households and rise in real incomes
Air Wick leads air care market
Figure 3: Brand shares of value sales of air fresheners, year ending March 2015
Increase in refills under new fragrance ranges
Decline in total advertising spending
Air freshener sprays most widely used product
Figure 4: Usage of different types of air fresheners in the last 12 months, April 2015
Wide range of products and brands purchased
Figure 5: Brands of scented candles bought in the last 12 months, April 2015
Shoppers keen on smelling scents before buying
Figure 6: Buying behaviour and attitudes towards shopping for air fresheners, April 2015
Eliminating odours and adding ambience to the home
Figure 7: Any agreement with statements on using air fresheners in the home, April 2015
Opportunity for air care products with added benefits
Figure 8: Interest in new product features for air fresheners, April 2015
What we think
ISSUES AND INSIGHTS
Increasing replenishment of air care products
The facts
The implications
Encouraging complementary and wider usage of air fresheners
The facts
The implications
Giving people more reasons to buy air care products
The facts
The implications
Opportunity for more ‘natural’ air fresheners
The facts
The implications
MARKET DRIVERS
Key points
More households in need of freshening
Figure 9: UK households, by size, 2009-19
Population growth will help increase sales
Figure 10: Trends in the age structure of the UK population, 2009-19
Growing consumer confidence could encourage trading up
Figure 11: Trends in how respondents would describe their financial situation, February 2009-April 2015
Figure 12: Trends in current financial situation compared with a year ago, March 2012-March 2015
Home entertaining can drive air care sales
Figure 13: Incidence of different forms of entertaining at home, by type, August 2014
Pet ownership and odour elimination
Figure 14: Pet ownership by families (parents with under-18s), October 2014
Car air fresheners still have room for growth
Figure 15: Numbers of car sales and the UK car parc, 2009-14
WHO’S INNOVATING?
Key points
Non-powered air fresheners largest share of launches
Figure 17: Examples of scented candle launches in the UK air care market, 2015
Increase in launches by leading brands
Figure 18: New product launches in the UK air care market, % share by own-label/branded, 2011-15
Figure 19: Examples of branded new product launches in the UK air care market, 2014 and 2015
Figure 20: Examples of own-label new product launches in the UK air care market, 2014 and 2015
Big three account for more than half of new launches
Figure 21: New product launches in the UK air care market, % share by company (top companies and other, ranked by activity for 2014), 2011-15
Big increase in launch of environmentally friendly and refill products
Figure 22: New product launches in the UK air care market, % share by claim (based on top claims for 2014), 2011-15
Figure 23: Examples of launches in the UK air care market making odour-neutralising claims, 2014 and 2015
Floral scents most popular
Figure 24: New product launches in the UK air care market, % share by fragrance component group (based on results for 2014), 2011-15
Figure 25: Examples of launches in the UK air care market with gourmet/edible fragrances, 2014 and 2015
New fragrance collections increase new product claims
Figure 26: New product launches in the UK air care market, % share by launch type, 2011-15
Figure 27: Examples of new varieties/range extensions in the UK air care market, 2014 and 2015
MARKET SIZE AND FORECAST
Key points
Strong growth in sales of air fresheners
Figure 28: UK retail value sales and forecast of air fresheners, at current and constant prices, 2010-20
The future
Figure 29: Best and worst-case forecast of UK retail sales of air fresheners, 2010-20
Forecast methodology
SEGMENT PERFORMANCE
Key points
Scented candles show strong growth
Figure 30: UK retail value sales of air fresheners, by segment, 2013-15
Figure 31: UK retail value sales of fabric fresheners, 2010-15
MARKET SHARE
Key points
Air Wick leads air fresheners market
Figure 32: Brand shares in the UK air fresheners market, by value, years ending March 2014 and 2015
Figure 33: Manufacturer shares in the UK air fresheners market, by value, year ending March 2015
Electric air care dominated by top three brands
Figure 34: Brand shares in continuous electric air fresheners, by value, years ending March 2014 and 2015
Mixed fortunes in continuous non-electric air fresheners
Figure 35: Brand shares in continuous non-electric air fresheners, by value, years ending March 2014 and 2015
Yankee Candle see massive increase in sales
Figure 36: Brand shares in scented candles, by value, years ending March 2014 and 2015
Febreze extends lead in air freshener aerosols
Figure 37: Brand shares in aerosol air fresheners, by value, years ending March 2014 and 2015
COMPANIES AND PRODUCTS
Procter & Gamble
Background and structure
Product range and innovation
Figure 38: Examples of new product launches by Procter & Gamble in the air fresheners market, April 2014-March 2015
Marketing and advertising
Reckitt Benckiser
Background and structure
Product range and innovation
Figure 16: New product launches in the UK air care market, % by product type, 2011-15
Figure 17: Examples of scented candle launches in the UK air care market, 2015
Increase in launches by leading brands
Figure 18: New product launches in the UK air care market, % share by own-label/branded, 2011-15
Figure 19: Examples of branded new product launches in the UK air care market, 2014 and 2015
Figure 20: Examples of own-label new product launches in the UK air care market, 2014 and 2015
Big three account for more than half of new launches
Figure 21: New product launches in the UK air care market, % share by company (top companies and other, ranked by activity for 2014), 2011-15
Big increase in launch of environmentally friendly and refill products
Figure 22: New product launches in the UK air care market, % share by claim (based on top claims for 2014), 2011-15
Figure 23: Examples of launches in the UK air care market making odour-neutralising claims, 2014 and 2015
Floral scents most popular
Figure 24: New product launches in the UK air care market, % share by fragrance component group (based on results for 2014), 2011-15
Figure 25: Examples of launches in the UK air care market with gourmet/edible fragrances, 2014 and 2015 .. 34
New fragrance collections increase new product claims
Figure 26: New product launches in the UK air care market, % share by launch type, 2011-15
Figure 27: Examples of new varieties/range extensions in the UK air care market, 2014 and 2015
MARKET SIZE AND FORECAST
Key points
Strong growth in sales of air fresheners
Figure 28: UK retail value sales and forecast of air fresheners, at current and constant prices, 2010-20
The future
Figure 29: Best and worst-case forecast of UK retail sales of air fresheners, 2010-20
Forecast methodology
SEGMENT PERFORMANCE
Key points
Scented candles show strong growth
Figure 30: UK retail value sales of air fresheners, by segment, 2013-15
Figure 31: UK retail value sales of fabric fresheners, 2010-15
MARKET SHARE
Key points
Air Wick leads air fresheners market
Figure 32: Brand shares in the UK air fresheners market, by value, years ending March 2014 and 2015
Figure 33: Manufacturer shares in the UK air fresheners market, by value, year ending March 2015
Electric air care dominated by top three brands
Figure 34: Brand shares in continuous electric air fresheners, by value, years ending March 2014 and 2015
Mixed fortunes in continuous non-electric air fresheners
Figure 35: Brand shares in continuous non-electric air fresheners, by value, years ending March 2014 and 2015
Yankee Candle see massive increase in sales
Figure 36: Brand shares in scented candles, by value, years ending March 2014 and 2015
Febreze extends lead in air freshener aerosols
Figure 37: Brand shares in aerosol air fresheners, by value, years ending March 2014 and 2015
COMPANIES AND PRODUCTS
Procter & Gamble
Background and structure
Product range and innovation
Figure 38: Examples of new product launches by Procter & Gamble in the air fresheners market, April 2014-March 2015
Marketing and advertising
Reckitt Benckiser
Background and structure
Product range and innovation
Figure 39: Examples of new product launches by Reckitt Benckiser in the air fresheners market, June 2014-May 2015
Marketing and advertising
SC Johnson
Background and structure
Product range and innovation
Figure 40: Examples of new product launches by SC Johnson in the air fresheners market, June 2014-May 2015
Marketing and advertising
Yankee Candle
Background and structure
Product range and innovation
Figure 41: Examples of new product launches by Yankee Candle in the air fresheners market, June 2014-May 2015
Marketing and advertising
Other companies
Figure 42: Selected other companies in the UK air care market, by brand and product categories, June 2015 60
BRAND COMMUNICATION AND PROMOTION
Key points
Decline in 2014 advertising
Figure 43: Main media advertising expenditure on air fresheners/fragrances, 2011-15
Big reduction in advertising by P&G
Figure 44: Main media advertising expenditure on air fresheners/fragrances, by advertiser, 2011-15
Glade Discreet the biggest campaign
Figure 45: Main media advertising expenditure on air fresheners/fragrances, by top brands, 2014
TV advertising still dominates
Figure 46: Main media advertising expenditure on air fresheners/fragrances, by media type, 2011-15
CHANNELS TO MARKET
Key points
Supermarkets dominate core air care market
Figure 47: UK retail value sales of air fresheners, by outlet type, 2013-15
Discount and bargain stores growing
THE CONSUMER – USAGE OF AIR FRESHENERS
Key points
Nearly nine in 10 people use air fresheners
Figure 48: Usage of different types of air fresheners in the last 12 months, 2013-15
Female bias to usage of scented candles and reed diffusers
Figure 49: Usage of scented candles and reed diffusers with scented oils, by age and gender, April 2015
Plug-ins most popular product in continuous air care
Fabric and car fresheners have more room for growth
Figure 50: Usage of fabric fresheners and car air fresheners, by age and gender, April 2015
Nearly half use three or more different types of air freshener
Figure 51: Number of different types of air freshener used in the past 12 months, April 2014
THE CONSUMER – PURCHASING OF AIR FRESHENERS
Key points
Fewer purchasers than users of air fresheners
Figure 52: Purchasing of different types of air fresheners in the last 12 months, April 2015
Figure 53: Any purchasing of air fresheners in the last 12 months, by gender and age, April 2015
Scented candles for enhancing rooms or as gifts
Other products have room to encourage more purchasing
Room to increase frequency of purchasing
Figure 54: Frequency of buying different types of air fresheners or refills, April 2015
Wide range of scented candles purchased
Figure 55: Brands of scented candles bought in the last 12 months, April 2015
Figure 56: Purchasing of Yankee Candle, Glade, Air Wick and Febreze scented candles in the last 12 months, by age, April 2015
Figure 57: Purchasing of scented candles under premium home/beauty brands and other labels in the last 12 months, by socio-economic group, April 2015

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