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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
With overall usage of air fresheners already high, the key challenge for air care brands is encouraging people to buy a wider range of complementary products. This means more strongly tapping into existing reasons for using air fresheners to increase purchase frequency, as well as encouraging people who buy few air care products to buy more through the promotion of added product benefits.
 
Differentiation will be increasingly important in a competitive marketplace and this could include the addition of health and wellness benefits to product ranges; the inclusion of ‘natural’ ingredients could be a way of attracting increased spending among people who see air fresheners as artificial or who are concerned about ingredients for example.

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Table of contents

  1. 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 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
                                                  • 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
                                                                                      • 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
                                                                                                          • The Consumer – Buying Behaviour

                                                                                                            • Key points
                                                                                                              • Experimentation and testing important
                                                                                                                • Figure 58: Buying behaviour and attitudes towards shopping for air fresheners, April 2015
                                                                                                                • Figure 59: Interest in testing and buying different scents of air fresheners, by age, April 2015
                                                                                                              • Gifting and different scents for different rooms
                                                                                                                • Refills help to drive repeat purchasing in air care
                                                                                                                    • Figure 60: Influence of price on purchasing of air freshener products, by age, April 2015
                                                                                                                • The Consumer – Attitudes towards Air Fresheners

                                                                                                                  • Key points
                                                                                                                    • Eliminating odours and adding extra freshness
                                                                                                                      • Figure 61: Attitudes towards using air fresheners in the home, April 2015
                                                                                                                      • Figure 62: Any agreement with statements on using air fresheners in the home, April 2015
                                                                                                                    • Going beyond odour elimination and freshening
                                                                                                                      • Need to overcome fears and negative perceptions
                                                                                                                          • Figure 63: Those agreeing that they are concerned about chemicals in air fresheners or that most air fresheners smell artificial, by age, April 2015
                                                                                                                        • Natural ingredients and decorative elements important
                                                                                                                        • The Consumer – Interest in Product Features

                                                                                                                          • Key points
                                                                                                                            • Relaxation properties have most appeal
                                                                                                                              • Figure 64: Interest in new product features for air fresheners, April 2015
                                                                                                                              • Figure 65: Interest in home air care products with features relating to relaxation, relieving anxiety/stress and making it easier to fall asleep, by age, April 2015
                                                                                                                            • Opportunity for energising fragrances/ingredients
                                                                                                                              • Extending into health and wellness
                                                                                                                                • Figure 66: Interest in home air care products that repel insects and bugs, ward off airborne illnesses and help manage allergies, by gender and age, April 2015
                                                                                                                            • Appendix – Who’s Innovating?

                                                                                                                                • Figure 67: New product launches in the UK air fresheners market, % share by own-label vs. branded by category, 2014
                                                                                                                            • Appendix – Market Size and Forecast

                                                                                                                                • Figure 68: Best and worst-case forecast for UK retail value sales of air fresheners, 2015-20

                                                                                                                            Companies Covered

                                                                                                                            • SC Johnson UK

                                                                                                                            Air Care - UK - June 2015

                                                                                                                            £1,995.00 (Excl.Tax)