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Air Care - UK - July 2016

“Value sales in the air care category have stalled somewhat, but market conditions look set to ensure it returns to growth. There is an appetite for innovation in the category, and potential for product development of more premium scents and formats to boost the market, building on the positive impact that brand new products have had on the category in recent years.”
– Richard Hopping, Brand and Household Analyst

This report discusses the following key topics:

  • Preventing further stagnation of the aerosols segment
  • Building the profile of wax melts
  • A question of air quality

Innovations in this category are vital, with Air Wick and Glade in particular benefiting from new product lines and accompanying advertising campaigns. Brands can look to further NPD (New Product Development) in terms of premium formats and scents to encourage consumers to trade up on air care products.

The Report examines the retail market for the following air care products:

  • Aerosol and pump sprays
  • Continuous electrical air fresheners, including plug-ins and battery-operated/automatic sprays, including timed release
  • Continuous non-electrical air fresheners, including blocks/gels, non-battery-powered click sprays and scented oils/reed diffusers
  • Scented candles and oil burners
  • Kitchen appliance fresheners
  • Carpet/vacuum fresheners
  • Car fresheners.

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • Market stalls but is expected to return to growth
            • Figure 1: Best- and worst-case forecast of UK retail sales of air care products, 2011-21
          • Scented candles and continuous electric segments sustain the category
            • Figure 2: UK retail sales of air care products, by segment, 2014-16
          • Major brands invest in brand new products
            • Figure 3: New product development in the air care products category, by launch type, January 2012-May 2016
          • Adspend increased in 2015
            • Figure 4: Total above-the line, online display and direct mail advertising expenditure on air care products, January 2012-May 2016
          • Perceived characteristics of sprays/aerosols drive usage
            • Figure 5: Usage of air care products in the last 12 months, April 2016
          • Functional aspect of sprays/aerosols evident
            • Figure 6: Most likely room that air care products are used in, April 2016
          • Safety of products is some concern
            • Figure 7: Attitudes towards air care products, April 2016
          • A third see air care in purely functional terms
            • Figure 8: Air care product behaviours, April 2016
          • What we think
          • Issues and Insights

            • Preventing further stagnation of the aerosols segment
              • The facts
                • The implications
                  • Building the profile of wax melts
                    • The facts
                      • The implications
                        • A question of air quality
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Growth in air care products slowing
                                • Continuous electric and scented candles support the category
                                  • Discounters increasing influence
                                    • Growing population could be beneficial…
                                      • …although Brexit vote may undermine consumer confidence
                                        • Outdoor pollution declining, but awareness of indoor pollution increases
                                        • Market Size and Forecast

                                          • Value sales in the air care category stagnate
                                            • Figure 9: UK retail value sales and forecast of air care products, at current and constant prices, 2011-21
                                          • Market expected to return to growth
                                            • Figure 10: Best- and worst-case forecast of UK retail sales of air care products, 2011-21
                                          • Forecast methodology
                                          • Segment Performance

                                            • Scented candles are the fastest-growing segment
                                              • Figure 11: UK retail sales of air care products, by segment, 2014-16
                                            • Continuous electric segment maintains sales
                                              • Aerosols hit by discounting and discounters
                                                • Big brands reduce focus on non-electric segment
                                                • Channels to Market

                                                  • Major grocers at an advantage, but discounters’ influence is growing
                                                    • Figure 12: UK retail value sales of air care products, by outlet type, 2014-16
                                                • Market Drivers

                                                  • Population increase could be beneficial
                                                    • Figure 13: Trends in the age structure of the UK population, 2011-21
                                                  • A reduction in average household size may dampen growth
                                                    • Figure 14: UK households, by size, 2011-21
                                                  • Consumer confidence improving among many
                                                    • Figure 15: Consumer sentiment for the coming year, January 2009-May 2016
                                                  • Government legislation drives outdoor pollution down
                                                    • Figure 16: Greenhouse gas emissions produced by fuel sources used by road vehicles, 1990-2013
                                                  • Increased coverage of indoor air quality
                                                    • Opportunity for brands to tie in with mental state
                                                      • Figure 17: Health issues experienced and future concerns, June 2015
                                                    • Car ownership increases but smoking ban may put limits on freshener growth
                                                      • Importance of fragrance in other household categories
                                                      • Companies and Brands – What You Need to Know

                                                        • Air Wick remains the biggest brand…
                                                          • …while Yankee Candle continues to build share
                                                            • NPD dominated by major brands
                                                              • RB and P&G increase adspend share
                                                                • Yankee Candle stands out, while Febreze generates trust
                                                                • Market Share

                                                                  • Yankee Candle the biggest mover
                                                                    • Figure 18: Brand shares of value sales of air care products, year to March 2016
                                                                  • Air Wick remains the biggest brand in air care
                                                                    • Glade contributes towards growth of continuous electrical segment
                                                                      • Figure 19: Brand shares in value sales of continuous electrical air fresheners, years ending March 2015 and 2016
                                                                    • Yankee Candle continues strong growth
                                                                      • Figure 20: Brand shares in value sales of scented candles, years ending March 2015 and 2016
                                                                    • Air Wick Life Scents boosts its share of non-electric segment
                                                                      • Figure 21: Brand shares in value sales of continuous non-electrical air fresheners, years ending March 2015 and 2016
                                                                    • Febreze and Glade experience decline in non-electric sales
                                                                      • Air Wick’s Pure aerosol makes an impact
                                                                        • Figure 22: Brand shares in value sales of aerosol air fresheners, years ending March 2015 and 2016
                                                                    • Launch Activity and Innovation

                                                                      • NPD on the rise
                                                                        • Figure 23: New product development in the air care products category, by sub-category, January 2012-May 2016
                                                                      • Brands dominate
                                                                        • Figure 24: New product development in the air care products category, own-label vs branded, January 2012-May 2016
                                                                      • Big manufacturers dominate category
                                                                        • Figure 25: New product development in the air care products category, by top ultimate companies and other, 2015
                                                                      • Glade launches a number of limited edition collections
                                                                        • Figure 26: Examples of SC Johnson launches under the Glade brand, January 2015-May 2016
                                                                      • Air Wick launches Air Wick Pure and Life Scents
                                                                        • Figure 27: Examples of RB Air Wick Life Scents launches, January 2015-May 2016
                                                                      • Febreze maintains focus on aerosol sprays
                                                                        • Figure 28: Examples of P&G launches under the Febreze Air Effects brand, January 2015-May 2016
                                                                      • New innovations and limited edition launches dominate
                                                                        • Figure 29: New product development in the air care products category, by launch type, January 2012-May 2016
                                                                      • Functionality of category still noted
                                                                        • Figure 30: Leading claims in the air care products category, based on top claims for 2015, 2014 and 2015
                                                                      • Limited edition and seasonal offer extra reason for purchase
                                                                        • Figure 31: Examples of limited edition and seasonal launches in the air care category, January 2015-May 2016
                                                                      • Focus on ingredients influences claims
                                                                        • Fragrance launches match consumer preferences
                                                                          • Figure 32: Leading fragrances in the air care products category, based on top fragrance component groups for 2015, 2012-15
                                                                        • Interest in air quality drives product launches
                                                                        • Brand Communication and Promotion

                                                                          • Adspend increased in 2015
                                                                            • Figure 33: Total above-the line, online display and direct mail advertising expenditure on air care products, January 2012-May 2016
                                                                            • Figure 34: Total above-the line, online display and direct mail advertising expenditure on air care products, by advertiser, January 2012-May 2016
                                                                          • TV advertising continues to dominate
                                                                            • Figure 35: Total above-the line, online display and direct mail advertising expenditure on air care products, by media type, January 2012-May 2016
                                                                          • Nielsen Ad Intel coverage
                                                                          • Brand Research

                                                                              • Brand map
                                                                                • Figure 36: Attitudes towards and usage of selected brands, February 2016
                                                                              • Key brand metrics
                                                                                • Figure 37: Key metrics for selected brands, February 2016
                                                                              • Yankee Candle fragrances boost innovative image
                                                                                • Figure 38: Attitudes, by brand, February 2016
                                                                              • Air Wick, Glade and Ambi Pur struggle to capture the imagination
                                                                                • Figure 39: Brand personality – Macro image, February 2016
                                                                              • Febreze most likely to be seen as caring
                                                                                • Figure 40: Brand personality – Micro image, February 2016
                                                                              • Brand analysis
                                                                                • Yankee Candle performs strongly
                                                                                  • Figure 41: User profile of Yankee Candle, February 2016
                                                                                • Febreze’s odour-elimination focus promotes strong image
                                                                                  • Figure 42: User profile of Febreze, February 2016
                                                                                • Air Wick lacks perceived differentiation
                                                                                  • Figure 43: User profile of Air Wick, February 2016
                                                                                • Ambi Pur has lower penetration than other brands
                                                                                  • Figure 44: User profile of Ambi Pur, February 2016
                                                                                • Glade has slight value advantage over similar brands
                                                                                  • Figure 45: User profile of Glade, February 2016
                                                                              • The Consumer – What You Need to Know

                                                                                • Aerosols/sprays the most popular format
                                                                                  • High proportion of purchase reflects potential for gifting
                                                                                    • Wax melts have yet to carve out a niche
                                                                                      • Most formats likely to be used in living room areas
                                                                                        • Floral fragrances preferred
                                                                                          • Concern over safety of ingredients
                                                                                            • A third see air care as purely functional
                                                                                            • Usage of Air Care Products

                                                                                              • Perceived characteristics of sprays/aerosols drive usage
                                                                                                • Figure 46: Usage of air care products in the last 12 months, April 2016
                                                                                              • A gender divide
                                                                                                • A mature market, but still room for growth
                                                                                                  • Figure 47: Repertoire of air care products used, April 2016
                                                                                              • Purchase of Air Care Products

                                                                                                • Purchasing higher than usage
                                                                                                  • Figure 48: Frequency of purchase of air care products in the last 12 months, April 2016
                                                                                              • Perceptions of Air Care Formats

                                                                                                • Sprays/aerosols seen as functional, but have drawbacks
                                                                                                  • Figure 49: Perceptions of air care formats, April 2016
                                                                                                • Plug-ins’ image influences lower usage than other formats
                                                                                                  • Figure 50: Perceptions of air care formats, April 2016
                                                                                                • Wax melts yet to carve out a niche
                                                                                                • Where Air Care Products are Used

                                                                                                  • Functional aspect of sprays/aerosols evident
                                                                                                    • Figure 51: Most likely room that air care products are used in, April 2016
                                                                                                  • Chance for wax melts to differentiate
                                                                                                  • Air Care Fragrance Preferences

                                                                                                    • Floral scents favoured
                                                                                                      • Figure 52: Air care fragrance preferences, April 2016
                                                                                                    • The less engaged still likely to change fragrance
                                                                                                      • Figure 53: Repertoire of air care fragrance preferences, April 2016
                                                                                                  • Attitudes towards Air Care Products

                                                                                                    • Safety of products is some concern
                                                                                                      • More information about ingredients could be necessary
                                                                                                        • Figure 54: Attitudes towards air care products, April 2016
                                                                                                      • Opportunity to tie in with other cleaning products
                                                                                                      • Air Care Product Behaviours

                                                                                                        • A third look at air care as purely functional
                                                                                                          • Figure 55: Air care product behaviours, April 2016
                                                                                                        • Opportunity to explore different fragrances for different rooms
                                                                                                          • New innovations likely to replace old products
                                                                                                          • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                              • Abbreviations
                                                                                                                • Forecast methodology
                                                                                                                • Appendix – Companies and Brands

                                                                                                                    • Figure 56: New product development in the air care products category, own-label vs branded, by segment, 2015

                                                                                                                Companies Covered

                                                                                                                To learn more about the companies covered in this report please contact us.

                                                                                                                Air Care - UK - July 2016

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