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Air Care - UK - July 2014

Nearly nine out of 10 people use at least one type of air freshener at home but significant scope exists to encourage people to use a wider range of products and use them more regularly, such as for scenting more rooms or using air care products for a wider variety of reasons. Brands need to focus on both everyday odour elimination and freshening of the home, as well as the usage of air fresheners to give an extra fragrance boost to rooms and appeal more strongly to the senses, which will help increase average spending and trading up to premium products.”
- Richard Caines, Senior Household Care Analyst

This report looks at the following issues:

  • Increasing usage of air fresheners in particular rooms to help grow sales
  • Appeal of scented candles and ways of driving further sales growth
  • Encouraging more usage of powered products for continuous freshening
  • Persuading a higher proportion of car drivers to use car air fresheners

 

While the vast majority of people make use of air fresheners, levels of usage vary significantly from room to room, suggesting a more room-specific approach could help brands to encourage heavier usage of products throughout the home. Looking at what benefits are most likely to appeal in each room can help to further grow sales of air fresheners.
 
The recent focus of the market has been on the regular launch of new scents or fragrance collections and this undoubtedly helps to maintain interest in air fresheners and increase brand engagement. With air fresheners needing to be regularly replaced and refills an important part of the market, brands can use the launch of new fragrances to develop closer relationships with consumers.
 
Air freshener brands can also take more cues from the personal fragrances market, especially in terms of the sampling of new scents and exposure to the latest launches. Significant opportunities exist for encouraging trading up to more premium products and making people think differently about adding fragrances to both their homes and their cars.

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • Market size
              • Figure 1: Best- and worst-case forecast of UK retail value sales of air fresheners, 2009-19
            • 2014 sees upturn in air freshener sales
              • Continuous electric still the biggest segment
                • Figure 2: Breakdown of UK retail value sales of air fresheners, % share by segment, 2014
              • Market factors
                • Growth in number of households
                  • Freshness a sign of a clean home
                    • Companies, brands and innovation
                      • Air Wick the leading brand in air care
                        • Figure 3: Brand shares in the UK air fresheners market, by value, year to March 2014
                      • Bulk of launch activity in non-powered air fresheners and candles
                        • P&G the biggest advertiser of air fresheners
                          • The consumer
                            • Aerosols the most widely used product
                              • Figure 4: Usage of leading types of air freshener in the past 12 months, July 2013 and April 2014
                            • Refills make regular contribution to air freshener sales
                              • Figure 5: Frequency of replacement of refills/fragrances in air freshener units, by type of product, April 2014
                            • Scented candles appeal in a number of ways
                              • Figure 6: Attitudes towards scented candles, April 2014
                            • Floral fragrances most appealing
                              • Figure 7: Appeal of different scents for adding fragrance to the home, April 2014
                            • Three in 10 people prefer non-battery-operated air freshener units
                              • Figure 8: Preferred product features for air freshener units, April 2014
                            • Longer-lasting scent wanted most for car air fresheners
                              • Figure 9: Factors that would encourage use of car air fresheners, April 2014
                            • What we think
                            • Issues and Insights

                                • Increasing usage of air fresheners in particular rooms to help grow sales
                                  • The facts
                                    • The implications
                                      • Appeal of scented candles and ways of driving further sales growth
                                        • The facts
                                          • The implications
                                            • Encouraging more usage of powered products for continuous freshening
                                              • The facts
                                                • The implications
                                                  • Persuading a higher proportion of car drivers to use car air fresheners
                                                    • The facts
                                                      • The implications
                                                      • Trend Application

                                                          • Trend: Many Mes
                                                            • Trend: Mood to Order
                                                              • Trend: Prove It
                                                              • Market Drivers

                                                                • Key points
                                                                  • Growth in number of households
                                                                    • Figure 10: UK households, by size, 2009-19
                                                                  • Ageing population and more older children
                                                                    • Figure 11: Trends in the age structure of the UK population, 2009-19
                                                                  • Attitudes towards home care
                                                                    • Figure 12: Attitudes towards home care, April 2014
                                                                  • Bathrooms/toilets and air freshening
                                                                    • Figure 13: Number of toilets in home, August 2013
                                                                  • Getting rid of pet odours
                                                                    • Figure 14: Pet ownership, July 2013
                                                                  • Still room for growth in car air fresheners
                                                                    • Figure 15: Numbers of car sales and the UK car parc, 2009-13
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Non-powered products see the most activity
                                                                      • Figure 16: New product launches in the UK air care market, % by product type, 2010-14
                                                                      • Figure 17: Examples of branded product launches in the UK air care market, 2014
                                                                    • Own-label the majority of 2013 launches
                                                                      • Figure 18: New product launches in the UK air care market, % share by own-label/branded, 2010-14
                                                                      • Figure 19: Examples of own-label product launches in the UK air care market, 2013/14
                                                                      • Figure 20: New product launches in the UK air care market, % share by company (based on top 10 companies and other in 2013), 2010-14
                                                                      • Figure 21: Examples of branded product launches in the UK air care market, 2013/14
                                                                    • Environmentally friendly and odour-neutralising claims most prominent
                                                                      • Figure 22: New product launches in the UK air care market, % share by claim (based on top claims for 2013), 2010-14
                                                                      • Figure 23: Examples of product launches in the UK air care market making odour-neutralising claims, 2013/14
                                                                    • Fruity fragrances less prominent in early 2014
                                                                      • Figure 24: New product launches in the UK air care market, % share by fragrance component group (based on results for 2013), 2010-14
                                                                      • Figure 25: Examples of product launches in the UK air care market with gourmet/edible fragrances, 2013/14
                                                                    • Focus on new products and range extensions
                                                                      • Figure 26: New product launches in the UK air care market, % share by launch type, 2010-14
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Upturn in air freshener sales in early 2014
                                                                        • Figure 27: UK retail value sales and forecast of air fresheners, at current and constant prices, 2009-19
                                                                      • The future
                                                                        • Figure 28: Best- and worst-case forecast of UK retail sales of air fresheners, 2009-19
                                                                      • Forecast methodology
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Scented candles record the strongest growth
                                                                            • Figure 29: UK retail value sales of air fresheners, by segment, 2012-14
                                                                        • Market Share

                                                                          • Key points
                                                                            • Air Wick leads total air care market
                                                                              • Figure 30: Brand shares in the UK air fresheners market, by value, 2012/13 and 2013/14
                                                                            • Ambi Pur gains market share in plug-ins
                                                                              • Figure 31: Brand shares in continuous electric air fresheners, by value, 2012/13 and 2013/14
                                                                            • Air Wick has big lead in non-electric
                                                                              • Figure 32: Brand shares in continuous non-electric air fresheners, by value, 2012/13 and 2013/14
                                                                            • Glade faces increased competition
                                                                              • Figure 33: Brand shares in scented candles, by value, 2012/13 and 2013/14
                                                                            • Febreze strengthens lead in aerosols
                                                                              • Figure 34: Brand shares in aerosol air fresheners, by value, 2012/13 and 2013/14
                                                                          • Companies and Products

                                                                            • Procter & Gamble
                                                                                • Figure 35: Examples of new product launches by Procter & Gamble in the air fresheners market, August 2013-May 2014
                                                                              • Reckitt Benckiser
                                                                                  • Figure 36: Examples of new product launches by Reckitt Benckiser in the air fresheners market, August 2013-May 2014
                                                                                • SC Johnson
                                                                                    • Figure 37: Examples of new product launches by SC Johnson in the air fresheners market, August 2013-May 2014
                                                                                  • Other companies
                                                                                    • Figure 38: Selected other companies in the UK air care market, by brand and product categories, July 2014
                                                                                • Brand Research

                                                                                  • Brand map
                                                                                      • Figure 39: Attitudes towards and usage of brands in the air care sector, May 2014
                                                                                    • Correspondence analysis
                                                                                      • Brand attitudes
                                                                                        • Figure 40: Attitudes, by air care brand, May 2014
                                                                                      • Brand personality
                                                                                        • Figure 41: Air care brand personality – macro image, May 2014
                                                                                        • Figure 42: Air care brand personality – micro image, May 2014
                                                                                      • Brand experience
                                                                                        • Figure 43: Air care brand usage, May 2014
                                                                                        • Figure 44: Satisfaction with various air care brands, May 2014
                                                                                        • Figure 45: Consideration of air care brands, May 2014
                                                                                        • Figure 46: Consumer perceptions of current air care brand performance, May 2014
                                                                                      • Brand recommendation
                                                                                        • Figure 47: Likely recommendation of selected air care brands, May 2014
                                                                                    • Brand Communication and Promotion

                                                                                      • Key points
                                                                                        • Growth in advertising of air fresheners
                                                                                          • Figure 48: Main media advertising expenditure on air fresheners/fragrances, 2010-14
                                                                                        • Big three dominate air care advertising
                                                                                          • Figure 49: Main media advertising expenditure on air fresheners/fragrances, by advertiser, 2010-14
                                                                                        • Febreze and Ambi Pur the biggest campaigns
                                                                                          • Figure 50: Main media advertising expenditure on air fresheners/fragrances, by top 10 brands, 2013
                                                                                        • TV advertising dominates
                                                                                          • Figure 51: Main media advertising expenditure on air fresheners/fragrances, by media type, 2010-14
                                                                                      • Channels to Market

                                                                                        • Key points
                                                                                          • Grocery multiples dominate sales
                                                                                            • Figure 52: UK retail value sales of air fresheners, by outlet type, 2012-14
                                                                                          • Non-food discount stores grow in numbers
                                                                                          • The Consumer – Usage of Air Fresheners

                                                                                            • Key points
                                                                                              • Sprays/aerosols most widely used type of air freshener
                                                                                                • Figure 53: Usage of different types of air freshener in the past 12 months, July 2013 and April 2014
                                                                                              • Scented candles have strong appeal
                                                                                                • Room to grow penetration of plug-ins
                                                                                                  • Six in 10 people use three or more types of freshener
                                                                                                    • Figure 54: Number of different types of air freshener used in the past 12 months, April 2014
                                                                                                • The Consumer – Frequency of Usage in Different Rooms

                                                                                                  • Key points
                                                                                                    • Air fresheners used most in living rooms and bathrooms
                                                                                                      • Figure 55: Frequency of usage of air fresheners in different rooms of the home, April 2014
                                                                                                    • Room to encourage more use in kitchens and bedrooms
                                                                                                    • The Consumer – Replacement of Air Freshener Refills/Fragrances

                                                                                                      • Key points
                                                                                                        • Refills for powered air fresheners mostly replaced every two months
                                                                                                          • Figure 56: Frequency of replacement of refills/fragrances in air freshener units, by type of product, April 2014
                                                                                                        • Non-powered refills replaced the most frequently
                                                                                                        • The Consumer – Attitudes towards Scented Candles

                                                                                                          • Key points
                                                                                                            • Wide choice of fragrances to keep home smelling pleasant
                                                                                                              • Figure 57: Attitudes towards scented candles, April 2014
                                                                                                            • Creating atmosphere and adding colour to a room
                                                                                                                • Figure 58: Attitudes towards scented candles, by users and non-users of scented candles, April 2014
                                                                                                              • Scented candles as an aid to relaxation
                                                                                                                • Combining functional benefits with being a good gift option
                                                                                                                • The Consumer – Scent Preferences

                                                                                                                  • Key points
                                                                                                                    • Floral fragrances have the strongest appeal
                                                                                                                      • Figure 59: Appeal of different scents for adding fragrance to the home, April 2014
                                                                                                                    • Nature-related and fruity scents also popular
                                                                                                                    • The Consumer – Attitudes towards Plug-ins and Standalone Air Freshener Units

                                                                                                                      • Key points
                                                                                                                        • Powered air fresheners not for everyone
                                                                                                                          • Figure 60: Attitudes towards plug-ins and standalone air freshener units, April 2014
                                                                                                                        • Adjusting fragrance strength and alternating scents
                                                                                                                          • Emphasising value of refills with longer-lasting scents
                                                                                                                            • Style and size of air freshener of low importance
                                                                                                                            • The Consumer – Factors Likely to Encourage Use of Car Air Fresheners

                                                                                                                              • Key points
                                                                                                                                • Longer-lasting freshening the key product improvement
                                                                                                                                  • Figure 61: Factors that would encourage use of car air fresheners, April 2014
                                                                                                                                • More scents and more made from natural ingredients
                                                                                                                                  • Products offering more control could also make a difference
                                                                                                                                  • Appendix – Market Size and Forecast

                                                                                                                                      • Figure 62: Best- and worst-case forecast for UK retail value sales of air fresheners, 2014-19
                                                                                                                                  • Appendix – Brand Research

                                                                                                                                      • Figure 63: Brand usage, May 2014
                                                                                                                                      • Figure 64: Brand commitment, May 2014
                                                                                                                                      • Figure 65: Brand momentum, May 2014
                                                                                                                                      • Figure 66: Brand diversity, May 2014
                                                                                                                                      • Figure 67: Brand satisfaction, May 2014
                                                                                                                                      • Figure 68: Brand recommendation, May 2014
                                                                                                                                      • Figure 69: Brand attitude, May 2014
                                                                                                                                      • Figure 70: Brand image – macro image, May 2014
                                                                                                                                      • Figure 71: Brand image – micro image, May 2014
                                                                                                                                  • Appendix – The Consumer – Usage of Air Fresheners

                                                                                                                                      • Figure 72: Usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                      • Figure 73: Most popular usage of different types of air freshener in the past 12 months, by demographics, April 2014
                                                                                                                                      • Figure 74: Next most popular usage of different types of air freshener in the past 12 months, by demographics, April 2014
                                                                                                                                      • Figure 75: Other usage of different types of air freshener in the past 12 months, by demographics, April 2014
                                                                                                                                    • Repertoire analysis
                                                                                                                                      • Figure 76: Repertoire of usage of different types of air freshener in the past 12 months, by demographics, April 2014
                                                                                                                                      • Figure 77: Usage of different types of air freshener in the past 12 months, by repertoire of usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                  • Appendix – The Consumer – Frequency of Usage in Different Rooms

                                                                                                                                      • Figure 78: Frequency of usage of air fresheners in different rooms of the home, April 2014
                                                                                                                                      • Figure 79: Frequency of usage of air fresheners in bathroom, by demographics, April 2014
                                                                                                                                      • Figure 80: Frequency of usage of air fresheners in kitchen, by demographics, April 2014
                                                                                                                                      • Figure 81: Frequency of usage of air fresheners in living room or family room, by demographics, April 2014
                                                                                                                                      • Figure 82: Frequency of usage of air fresheners in children’s bedrooms, by demographics, April 2014
                                                                                                                                      • Figure 83: Frequency of usage of air fresheners in adult bedroom, by demographics, April 2014
                                                                                                                                      • Figure 84: Frequency of usage of air fresheners in dining room, by demographics, April 2014
                                                                                                                                      • Figure 85: Frequency of usage of air fresheners in hallway, by demographics, April 2014
                                                                                                                                      • Figure 86: Frequency of usage of air fresheners in utility room, by demographics, April 2014
                                                                                                                                  • Appendix – The Consumer – Replacement of Air Freshener Refills/Fragrances

                                                                                                                                      • Figure 87: Frequency of replacement of refills/fragrances in air freshener units, by type of product, April 2014
                                                                                                                                      • Figure 88: Frequency of replacement of refills/fragrances in air freshener units, by type of product – Plug-in air fresheners, by demographics, April 2014
                                                                                                                                      • Figure 89: Frequency of replacement of refills/fragrances in air freshener units, by type of product – Battery-operated automatic spray unit, by demographics, April 2014
                                                                                                                                  • Appendix – The Consumer – Attitudes towards Scented Candles

                                                                                                                                      • Figure 90: Attitudes towards scented candles, April 2014
                                                                                                                                      • Figure 91: Most popular attitudes towards scented candles, by demographics, April 2014
                                                                                                                                      • Figure 92: Next most popular attitudes towards scented candles, by demographics, April 2014
                                                                                                                                      • Figure 93: Attitudes towards scented candles, by most popular usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                      • Figure 94: Attitudes towards scented candles, by next most popular usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                      • Figure 95: Attitudes towards scented candles, by other usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                      • Figure 96: Attitudes towards scented candles, by most popular usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                      • Figure 97: Attitudes towards scented candles, by next most popular usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                      • Figure 98: Attitudes towards scented candles, by other usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                  • Appendix – The Consumer – Scent Preferences

                                                                                                                                      • Figure 99: Appeal of different scents for fragrancing the home, April 2014
                                                                                                                                      • Figure 100: Most popular appeal of different scents for fragrancing the home, by demographics, April 2014
                                                                                                                                      • Figure 101: Next most popular appeal of different scents for fragrancing the home, by demographics, April 2014
                                                                                                                                      • Figure 102: Appeal of different scents for fragrancing the home, by most popular usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                      • Figure 103: Appeal of different scents for fragrancing the home, by next most popular usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                      • Figure 104: Appeal of different scents for fragrancing the home, by other usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                  • Appendix – The Consumer – Attitudes towards Plug-ins and Standalone Air Freshener Units

                                                                                                                                      • Figure 105: Attitudes towards plug-ins and standalone air freshener units, April 2014
                                                                                                                                      • Figure 106: Most popular attitudes towards plug-ins and standalone air freshener units, by demographics, April 2014
                                                                                                                                      • Figure 107: Next most popular attitudes towards plug-ins and standalone air freshener units, by demographics, April 2014
                                                                                                                                      • Figure 108: Other attitudes towards plug-ins and standalone air freshener units, by demographics, April 2014
                                                                                                                                      • Figure 109: Attitudes towards plug-ins and standalone air freshener units, by most popular usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                      • Figure 110: Attitudes towards plug-ins and standalone air freshener units, by next most popular usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                      • Figure 111: Attitudes towards plug-ins and standalone air freshener units, by other usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                      • Figure 112: Attitudes towards plug-ins and standalone air freshener units, by most popular usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                      • Figure 113: Attitudes towards plug-ins and standalone air freshener units, by next most popular usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                      • Figure 114: Attitudes towards plug-ins and standalone air freshener units, by other usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                      • Figure 115: Attitudes towards plug-ins and standalone air freshener units, by most popular usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                      • Figure 116: Attitudes towards plug-ins and standalone air freshener units, by next most popular usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                  • Appendix – The Consumer – Factors Likely to Encourage Use of Car Air Fresheners

                                                                                                                                      • Figure 117: Factors that would encourage use of car air fresheners, April 2014
                                                                                                                                      • Figure 118: Most popular factors that would encourage use of car air fresheners, by demographics, April 2014
                                                                                                                                      • Figure 119: Next most popular factors that would encourage use of car air fresheners, by demographics, April 2014
                                                                                                                                      • Figure 120: Other factors that would encourage use of car air fresheners, by demographics, April 2014
                                                                                                                                      • Figure 121: Factors that would encourage use of car air fresheners, by most popular usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                      • Figure 122: Factors that would encourage use of car air fresheners, by next most popular usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                      • Figure 123: Factors that would encourage use of car air fresheners, by other usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                      • Figure 124: Factors that would encourage use of car air fresheners, by most popular usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                      • Figure 125: Factors that would encourage use of car air fresheners, by next most popular usage of different types of air freshener in the past 12 months, April 2014
                                                                                                                                      • Figure 126: Factors that would encourage use of car air fresheners, by other usage of different types of air freshener in the past 12 months, April 2014

                                                                                                                                  Companies Covered

                                                                                                                                  • Ambi Pur
                                                                                                                                  • Jelly Belly Candy Company
                                                                                                                                  • Procter & Gamble UK & Ireland
                                                                                                                                  • Reckitt Benckiser (UK)
                                                                                                                                  • Sara Lee Corporation
                                                                                                                                  • Saxon Industries
                                                                                                                                  • SC Johnson UK
                                                                                                                                  • Spotless Group Ltd
                                                                                                                                  • Yankee Candle Company Inc., The

                                                                                                                                  Air Care - UK - July 2014

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