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Air Care - Europe - December 2010

If only because of the proliferation of fragrance in many household chemical markets, shoppers doing their everyday rounds in food/drug channels are ever more fragrance aware. Air freshener sales are thus strong and still growing, especially in the central European nations. The products do well when money is short, as consumers stay at home more, and spend some of the money saved from foregone outings and holidays on simple domestic pleasures or attractive home décor features; fresheners can qualify on both counts. With women not only buying fresheners more, but also using them more, one simple way to grow sales will be to get men more familiar with them. Candles, with their classic simplicity and natural feel, are one of the best performing segments, though still one with very feminine appeal. Aerosols make a comeback as they are viewed as economical.

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Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
          • Abbreviations
          • Market in Brief

            • Growth likely in most markets, though slowing or peaking in some countries
              • Premium lines and economy lines both do well
                • Candles up, gels/liquids down
                  • Women and the young are bigger fans
                  • European Market Size and Forecast

                    • Key points
                      • Overall trends
                        • Regional development
                          • The ‘Big 5’
                            • Figure 1: Air care: Value in local currency, 2004-14
                            • Figure 2: Air care: Value in local currency, Index 2004-14
                            • Figure 3: Air care: Spend per capita (population), 2004-14
                          • Other European countries
                            • Figure 4: Air care: Value in local currency, 2004-14
                            • Figure 5: Air care: Value in local currency, index, 2004-14
                            • Figure 6: Air care: spend per capita (population), 2004-14
                        • Market Segmentation

                          • Key points
                            • Overall
                              • By country
                                • Austria
                                  • Belgium
                                    • Figure 7: Belgium: Air care: Market segmentation, by value, 2008
                                  • Czech Republic
                                    • Figure 8: Czech Republic: Air care: Market segmentation, by volume, 2008
                                  • France
                                    • Figure 9: France: Air care: Market segmentation, by value, 2008
                                  • Germany
                                    • Figure 10: Germany: Air care: Market segmentation, by value, 2008
                                  • Greece
                                    • Figure 11: Greece: Air care: Market segmentation, by value, 2009
                                  • Hungary
                                    • Figure 12: Hungary: Air care: Market segmentation, by value, 2009
                                  • Italy
                                    • Figure 13: Italy: Air care: Market segmentation, by value, 2008
                                  • Netherlands
                                    • Figure 14: Netherlands: Air care: Market segmentation, by value, 2008
                                  • Poland
                                    • Figure 15: Poland: Air care: Market segmentation, by value, 2008
                                  • Slovak Republic
                                    • Figure 16: Slovak Republic: Air care: Market segmentation, by value, 2008
                                  • Spain
                                    • Figure 17: Spain: Air care: Market segmentation, by volume, 2008
                                    • Figure 18: Spain: Air care: Market segmentation, by value, 2008
                                  • Switzerland
                                    • Figure 19: Switzerland: Air care: Market segmentation, by value, 2008
                                  • UK
                                    • Figure 20: UK: Air care: Market segmentation, by value, 2009
                                • Companies and Product Innovation

                                  • Key points
                                    • Figure 21: % of new product launches, by region, November 2009-October 2010
                                    • Figure 22: % of new product launches, by top ten European countries, November 2009-October 2010
                                    • Figure 23: % of new product launches, by category, by the ‘Big 5’ countries, November 2009-October 2010
                                    • Figure 24: % of new product launches, by top five claims, by the ‘Big 5’ European countries, September 2009-October 2010
                                  • France
                                    • Figure 25: % of new product launches, France, 2007-10
                                    • Figure 26: Top five claims on new product development, France, 2007-10
                                  • Most innovative products
                                    • Germany
                                      • Figure 27: % of new product launches, Germany, 2007-10
                                      • Figure 28: Top five claims on new product development, Germany, 2007-10
                                    • Most innovative products
                                      • Italy
                                        • Figure 29: % of new product launches, Italy, 2007-10
                                        • Figure 30: Top five claims on new product development, Italy, 2007-10
                                      • Most innovative products
                                        • Spain
                                          • Figure 31: % of new product launches, Spain, 2007-10
                                          • Figure 32: Top five claims on new product development, Spain, 2007-10
                                        • Most innovative products
                                          • UK
                                            • Figure 33: % of new product launches, UK, 2007-10
                                            • Figure 34: Top five claims on new product development, UK, 2007-10
                                          • Most innovative products
                                          • The Consumer

                                            • Key points
                                              • Penetration levels
                                                • Figure 35: Trends in use of air fresheners, scented candles and fabric fresheners, France, 2005-09
                                                • Figure 36: Trends in use of air fresheners, scented candles and fabric fresheners, Germany, 2005-09
                                                • Figure 37: Trends in use of air fresheners, scented candles and fabric fresheners, Spain, 2005-09
                                                • Figure 38: Trends in use of air fresheners, scented candles and fabric fresheners, GB, 2005-09
                                              • Frequency of use
                                                • Figure 39: Trends in frequency of use of air fresheners, scented candles and fabric fresheners, France, 2005-09
                                                • Figure 40: Trends in frequency of use of air fresheners, scented candles and fabric fresheners, Germany, 2005-09
                                                • Figure 41: Trends in frequency of use of air fresheners, scented candles and fabric fresheners, Spain, 2005-09
                                                • Figure 42: Trends in frequency of use of air fresheners, scented candles and fabric fresheners, GB, 2005-09
                                                • Figure 43: Trends in types of air fresheners, scented candles and fabric fresheners use, France, 2005-09
                                                • Figure 44: Trends in types of air fresheners, scented candles and fabric fresheners use, Germany, 2005-09
                                                • Figure 45: Trends in types of air fresheners, scented candles and fabric fresheners use, Spain, 2005-09
                                                • Figure 46: Trends in types of air fresheners, scented candles and fabric fresheners use, GB, 2005-09
                                            • Appendix – Demographic Data

                                                • Overall analysis
                                                  • Analysis by country
                                                    • Figure 47: Frequency of use of air fresheners, scented candles and fabric fresheners, by demographics, France, 2009
                                                    • Figure 48: Frequency of use of air fresheners, scented candles and fabric fresheners, by demographics, Germany, 2009
                                                    • Figure 49: Frequency of use of air fresheners, scented candles and fabric fresheners, by demographics, Spain, 2009
                                                    • Figure 50: Frequency of use of air fresheners, scented candles and fabric fresheners, by demographics, GB, 2009
                                                  • Lifestyle statements
                                                    • Figure 51: Trends in agreement with selected lifestyle statements, France, 2005-09
                                                    • Figure 52: Trends in agreement with selected lifestyle statements, Germany, 2005-09
                                                    • Figure 53: Trends in agreement with selected lifestyle statements, Spain, 2005-09
                                                    • Figure 54: Trends in agreement with selected lifestyle statements, GB, 2005-09
                                                    • Figure 55: Agreement with selected lifestyle statements, by demographics, France, 2009
                                                    • Figure 56: Agreement with selected lifestyle statements, by demographics, France, 2009
                                                    • Figure 57: Agreement with selected lifestyle statements, by demographics, Germany, 2009
                                                    • Figure 58: Agreement with selected lifestyle statements, by demographics, Germany, 2009
                                                    • Figure 59: Agreement with selected lifestyle statements, by demographics, Spain, 2009
                                                    • Figure 60: Agreement with selected lifestyle statements, by demographics, Spain, 2009
                                                    • Figure 61: Agreement with selected lifestyle statements, by demographics, GB, 2009
                                                    • Figure 62: Agreement with selected lifestyle statements, by demographics, GB, 2009
                                                • Appendix – Market Size and Forecast Data

                                                    • Figure 63: Air care: Value in local currency, 2004-14
                                                    • Figure 64: Air care: Value in local currency, Index 2004-14
                                                    • Figure 65: Air care: spend per capita (population), 2004-14
                                                    • Figure 66: Air care: Value in local currency, 2004-14
                                                    • Figure 67: Air care: Value in local currency, index, 2004-14
                                                    • Figure 68: Air care: spend per capita (population), 2004-14

                                                Air Care - Europe - December 2010

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