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Air Care - US - August 2014

“Though air care products enjoy a relatively high incidence of use, category sales have fluctuated in recent years and were flat during 2013-14. Consumers approach shopping the category with a cost-savings mindset and this has kept growth tempered. Continued integration of added functional benefits as well as new product innovations will be needed to reinvigorate air care sales.”
- Gabriela Elani, Home & Personal Care Analyst
This report looks into the following issues:

  • Reinvigorate candle sales
  • Expand the current market with new products and functional benefits
  • Better engage male consumers

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                  • Terms
                  • Executive Summary

                      • The market
                        • Figure 1: Total US retail sales and fan chart forecast of air care products, at current prices, 2009-19
                      • Market factors
                        • Consumers still looking to save despite growing confidence in economy
                          • Growth in Black and Hispanic populations will help the air care market
                            • Segment performance
                              • Figure 2: Total US retail sales and forecast of air care products, by segment, at current prices, 2011-16
                            • Market players
                              • Figure 3: Share of MULO sales of air care products, by leading companies, 2014
                            • The consumer
                              • Aerosols and scented candles are the most popular air care products
                                • Figure 4: Air care product usage, May 2014
                              • Scent and price top consideration for air care product users
                                • Figure 5: Top air care product attributes, May 2014
                              • Consumers prefer spice/ingredient scents
                                • Consumers have an interest in a number of new product benefits and innovations
                                  • Figure 6: Interest in buying and willingness to pay more for new air care products and attributes, May 2014
                                • What we think
                                • Issues and Insights

                                    • Reinvigorate candle sales
                                      • The issues
                                        • The implications
                                          • Expand the current market with new products and functional benefits
                                            • The issues
                                              • The implications
                                                • Better engage male consumers
                                                  • The issues
                                                    • The implications
                                                    • Trend Application

                                                        • Trend: Mood to Order
                                                          • Trend: Objectify
                                                            • Trend: Prepare for the Worst
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Sales and forecast of air care
                                                                  • Figure 7: Total US retail sales and forecast of air care products, at current prices, 2009-19
                                                                  • Figure 8: Total US retail sales and forecast of air care products, at inflation-adjusted prices, 2009-19
                                                                • Flat sales expected for air care market
                                                                  • Figure 9: Total US retail sales and fan chart forecast of air care products, at current prices, 2009-19
                                                                • Forecast methodology
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Consumer confidence is growing, but consumers still look to save
                                                                      • Figure 10: University of Michigan’s index of consumer sentiment (ICS), 2007-14
                                                                    • Median household income continues to decline
                                                                      • Figure 11: Median household income, in inflation-adjusted dollars, 2002-12
                                                                    • Hispanic and Black population growth will help air care category
                                                                      • Figure 12: Population, by race and Hispanic origin, 2009-19
                                                                    • Concern persists around product safety
                                                                    • Competitive Context

                                                                      • Scented cleaning products are strong source of competition for market
                                                                        • Opportunity for the air care market
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Air care sales by segment
                                                                              • Figure 13: Segment share of total US retail sales of air care products, 2014
                                                                            • Candles sales are declining
                                                                              • Figure 14: Diamond Candles Cinnamon Tea Ring Candle
                                                                              • Figure 15: Total US retail sales and forecast of candles, at current prices, 2009-19
                                                                            • Home air freshener sales have been flat since 2010
                                                                              • Figure 16: Total US retail sales and forecast of home air fresheners, at current prices, 2009-19
                                                                            • Vehicle air freshener sales see significant gains thanks to Febreze
                                                                              • Figure 17: Total US retail sales and forecast of vehicle air fresheners, at current prices, 2009-14
                                                                          • Retail Channels

                                                                            • Key points
                                                                              • Most air care purchases take place through “other retail channels”
                                                                                • Sales of air care products, by channel
                                                                                  • Figure 18: Total US retail sales of air care products, by channel, at current prices, 2009-14
                                                                              • Leading Companies

                                                                                • Key points
                                                                                  • Air care market continues to be competitive
                                                                                    • MULO manufacturer sales of air care products
                                                                                      • Figure 19: MULO sales of air care products, by leading companies, 2013 and 2014
                                                                                  • Brand Share – Candles

                                                                                    • Key points
                                                                                      • Retailers lead candle segment with private label offerings
                                                                                        • Top candle brands struggled during review period
                                                                                          • MVP Group International finds success with Febreze licensing deal
                                                                                            • Figure 20: Febreze Home Collection products
                                                                                          • MULO sales of candles
                                                                                            • Figure 21: MULO sales of candles, by leading companies, 2013 and 2014
                                                                                          • Glade enjoys highest household penetration and brand loyalty
                                                                                            • Figure 22: Key purchase measures for the top brands of candles, by household penetration, 52-weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                        • Brand Share – Home Air Fresheners

                                                                                          • Key points
                                                                                            • Top home air freshener brands experience flat sales across the board
                                                                                              • Febreze finds success with Sleep Serenity line while other products struggle
                                                                                                • Private label sees big gains
                                                                                                  • MULO sales of home air fresheners
                                                                                                    • Figure 23: MULO sales of home air fresheners, by leading companies, 2013 and 2014
                                                                                                  • SC Johnson see gains in home air freshener household penetration and brand loyalty
                                                                                                    • Figure 24: Key purchase measures for the top brands of home air fresheners, by household penetration, 52-weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                                • Brand Share – Vehicle Air Fresheners

                                                                                                  • Key points
                                                                                                    • P&G leads vehicle air freshener segment
                                                                                                      • MULO sales of vehicle air fresheners
                                                                                                        • Figure 25: MULO sales of vehicle air fresheners, by leading companies, 2013 and 2014
                                                                                                        • Figure 26: Key purchase measures for the top brands of vehicle air fresheners, by household penetration, 52-weeks ending Dec. 29, 2013 (current) and Dec. 29, 2012 (year ago)
                                                                                                    • Innovations and Innovators

                                                                                                      • Candles account for majority of new product launches
                                                                                                        • Figure 27: Share of air care product launches, by format, 2009-14
                                                                                                      • Yankee Candle, Limited Brands leading 2014 with most product launches
                                                                                                        • Figure 28: Share of air care product launches, by company, 2009-14
                                                                                                      • Products with seasonal claims growing
                                                                                                        • Figure 29: Share of air care product launches, by product claims, 2009-14
                                                                                                      • Air care products as mood-altering aids
                                                                                                        • More variety in private label offerings
                                                                                                        • Marketing Strategies

                                                                                                          • Overview
                                                                                                            • Air Wick focuses on fragrance in print ads
                                                                                                              • Figure 30: Air Wick holiday print ad
                                                                                                              • Figure 31: Air Wick Essential Oils print ad
                                                                                                            • Glade makes emotional connection to fragrances
                                                                                                              • Figure 32: What will Glade inspire in you? advertisement
                                                                                                            • Febreze utilizes humor in new “noseblind” campaign
                                                                                                              • Figure 33: Febreze “the Smelliest Catch” TV advertisement
                                                                                                          • Social Media

                                                                                                              • Key points
                                                                                                                • Market overview
                                                                                                                  • Key social media metrics
                                                                                                                    • Figure 34: Key performance indicators, selected air care brands, July 7, 2013-July 6, 2014
                                                                                                                  • Brand usage and awareness
                                                                                                                    • Figure 35: Brand usage and awareness of air care brands, May 2014
                                                                                                                  • Interaction with brands
                                                                                                                    • Figure 36: Interaction with air care brands, May 2014
                                                                                                                  • Leading online campaigns
                                                                                                                    • Content marketing
                                                                                                                      • Celebrity partnerships
                                                                                                                        • Facebook games and apps
                                                                                                                          • What we think
                                                                                                                            • Online conversations
                                                                                                                              • Figure 37: Online mentions, selected air care brands, July 7, 2013-July 6, 2014
                                                                                                                            • Where people are talking about air care brands
                                                                                                                              • Figure 38: Mentions by page type, selected air care brands, July 7, 2013-July 6, 2014
                                                                                                                            • What people are talking about online
                                                                                                                              • Figure 39: Mentions by topic of conversation, selected air care brands, July 7, 2013-July 6, 2014
                                                                                                                          • Product Usage

                                                                                                                            • Key points
                                                                                                                              • Aerosols and scented candles most popular air care products
                                                                                                                                • Figure 40: Air care product usage, May 2014
                                                                                                                              • Women more invested in air care category
                                                                                                                                • Figure 41: Air care product usage, by gender and age, May 2014
                                                                                                                              • Usage of air care products is high across household income levels
                                                                                                                                • Figure 42: Air care product usage, by household income, May 2014
                                                                                                                              • Households with children use more air care product forms
                                                                                                                                • Figure 43: Air care product usage, by parents with children in household, May 2014
                                                                                                                            • Brand Usage

                                                                                                                              • Key points
                                                                                                                                • Febreze and Glade most commonly used air freshener brands
                                                                                                                                  • Figure 44: Brands of air fresheners used, by household income, November 2012-December 2013
                                                                                                                              • Product Attributes

                                                                                                                                • Key points
                                                                                                                                  • Scent and price top attributes for both candles and air fresheners
                                                                                                                                    • Figure 45: Top air care product attributes, May 2014
                                                                                                                                  • Price and discounts are most important to women aged 18-54
                                                                                                                                    • Figure 46: Top air care product attributes for scented candles, by gender and age, May 2014
                                                                                                                                    • Figure 47: Top air care product attributes for air fresheners, by gender and age, May 2014
                                                                                                                                  • More affluent consumers consider “nice to have” benefits
                                                                                                                                    • Figure 48: Top air care product attributes for scented candles, by household income, May 2014
                                                                                                                                    • Figure 49: Top air care product attributes for air fresheners, by household income, May 2014
                                                                                                                                • Scent Preferences

                                                                                                                                  • Key points
                                                                                                                                    • Spice/ingredient scents most popular among consumers
                                                                                                                                      • Figure 50: Preferred air care product scents, by gender and age, May 2014
                                                                                                                                  • New Product Opportunities

                                                                                                                                    • Key points
                                                                                                                                      • Consumers interested in products with added functional benefits
                                                                                                                                        • Figure 51: Interest in buying and willingness to pay more for new air care products and attributes, May 2014
                                                                                                                                      • Younger consumers have interest in number of new products
                                                                                                                                        • Figure 52: Any interest in new air care products and attributes, by gender and age, May 2014
                                                                                                                                        • Figure 53: Interest in and willingness to pay more for new air care products and attributes, by gender and age, May 2014
                                                                                                                                      • Parents with children aged 6-11 most willing to pay more for products with added benefits
                                                                                                                                        • Figure 54: Any interest in new air care products and attributes, by parents with children in household, May 2014
                                                                                                                                        • Figure 55: Interest in and willingness to pay more for new air care products and attributes, by parents with children in household, May 2014
                                                                                                                                    • Candle Attitudes

                                                                                                                                      • Key points
                                                                                                                                        • Consumers believe candles offer them positive emotional benefits
                                                                                                                                          • Figure 56: Attitudes concerning candles, May 2014
                                                                                                                                        • Women have strong positive associations around candles
                                                                                                                                          • Figure 57: Attitudes concerning candles, by gender and age, May 2014
                                                                                                                                        • Households with children key for brands with wax melt products
                                                                                                                                          • Figure 58: Attitudes concerning candles, by parent with children in household, May 2014
                                                                                                                                      • Race and Hispanic Origin

                                                                                                                                        • Key points
                                                                                                                                          • Black and Hispanic consumers show high incidence of use of less popular air care formats
                                                                                                                                            • Figure 59: Air care product usage, by race/Hispanic origin, May 2014
                                                                                                                                            • Figure 60: Frequency of air freshener use, by race/Hispanic origin, November 2012-December 2013
                                                                                                                                          • Black and Hispanic consumers stick with top air care brands
                                                                                                                                            • Figure 61: Brands of air fresheners used, by race/Hispanic origin, November 2012-December 2013
                                                                                                                                          • Scent and price main focus for Black and Hispanic consumers
                                                                                                                                            • Figure 62: Top air care product attributes for scented candles, by race/Hispanic origin, May 2014
                                                                                                                                            • Figure 63: Top air care product attributes for air fresheners, by race/Hispanic origin, May 2014
                                                                                                                                          • Black consumers prefer a wide range of scents
                                                                                                                                            • Figure 64: Preferred air care product scents, by race/Hispanic origin, May 2014
                                                                                                                                          • Hispanic and Black consumers could be early adopters of new air care products
                                                                                                                                            • Figure 65: Any interest in new air care products and attributes, by race/Hispanic origin, May 2014
                                                                                                                                            • Figure 66: Interest in and willingness to pay more for new air care products and attributes, by race/Hispanic origin, May 2014
                                                                                                                                        • Appendix – Other Market Tables

                                                                                                                                          • Segment performance
                                                                                                                                            • Figure 67: Total US retail sales of air care products, by segment, at current prices, 2012-14
                                                                                                                                          • Retail channels
                                                                                                                                            • Figure 68: Total US retail sales of air care products, by channel, at current prices, 2012-14
                                                                                                                                        • Appendix – Other Useful Consumer Tables

                                                                                                                                          • Product usage
                                                                                                                                            • Figure 69: Air care product usage, by household size, May 2014
                                                                                                                                          • Brand usage
                                                                                                                                            • Figure 70: Brands of air fresheners used, by age, November 2012-December 2013
                                                                                                                                          • Attitudes concerning air fresheners
                                                                                                                                            • Figure 71: Air care usage behaviors, by gender and age, May 2014
                                                                                                                                            • Figure 72: Air care usage behaviors, by household income, May 2014
                                                                                                                                            • Figure 73: Air care usage behaviors, by race/Hispanic origin, May 2014
                                                                                                                                            • Figure 74: Air care usage behaviors, by household size, May 2014
                                                                                                                                            • Figure 75: Air care usage behaviors, by parents with children in household, May 2014
                                                                                                                                          • Scent preferences
                                                                                                                                            • Figure 76: Preferred air care product scents, by household income, May 2014
                                                                                                                                            • Figure 77: Preferred air care product scents, by air care product usage, May 2014
                                                                                                                                            • Figure 78: Preferred air care product scents, by air care product usage, May 2014 (continued)
                                                                                                                                          • New product opportunities
                                                                                                                                            • Figure 79: Any interest in new air care products and attributes, by household income, May 2014
                                                                                                                                            • Figure 80: Any interest in new air care products and attributes, by household size, May 2014
                                                                                                                                          • Attitudes concerning candles
                                                                                                                                            • Figure 81: Attitudes concerning candles, by household income, May 2014
                                                                                                                                            • Figure 82: Attitudes concerning candles, by race/Hispanic origin, May 2014
                                                                                                                                            • Figure 83: Attitudes concerning candles, by household size, May 2014
                                                                                                                                          • Race and Hispanic origin
                                                                                                                                            • Figure 84: Frequency of air freshener use, by race/Hispanic origin, November 2012-December 2013
                                                                                                                                        • Appendix – Social Media Tables

                                                                                                                                          • Brand analysis
                                                                                                                                            • Figure 85: Key social media indicators of selected air care brands, July 2014
                                                                                                                                          • Online conversations
                                                                                                                                            • Figure 86: Online mentions, selected air care brands, Social Universe Mentions, July 7, 2013-July 6, 2014
                                                                                                                                            • Figure 87: Online mentions, selected air care brands, Word Normalized, July 7, 2013-July 6, 2014
                                                                                                                                          • Brand usage or awareness
                                                                                                                                            • Figure 88: Brand usage or awareness, May 2014
                                                                                                                                            • Figure 89: Febreze usage or awareness, by demographics, May 2014
                                                                                                                                            • Figure 90: Glade usage or awareness, by demographics, May 2014
                                                                                                                                            • Figure 91: Air wick usage or awareness, by demographics, May 2014
                                                                                                                                            • Figure 92: Renuzit usage or awareness, by demographics, May 2014
                                                                                                                                            • Figure 93: The Yankee Candle Company usage or awareness, by demographics, May 2014
                                                                                                                                            • Figure 94: Bath & Body works usage or awareness, by demographics, May 2014
                                                                                                                                          • Activities done
                                                                                                                                            • Figure 95: Activities done, May 2014
                                                                                                                                            • Figure 96: Febreze – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
                                                                                                                                            • Figure 97: Febreze – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
                                                                                                                                            • Figure 98: Febreze – Activities done – I follow/like the brand on social media because, by demographics, May 2014
                                                                                                                                            • Figure 99: Febreze – Activities done – I have researched the brand on social media to, by demographics, May 2014
                                                                                                                                            • Figure 100: Glade – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
                                                                                                                                            • Figure 101: Glade – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
                                                                                                                                            • Figure 102: Glade – Activities done – I follow/like the brand on social media because, by demographics, May 2014
                                                                                                                                            • Figure 103: Glade – Activities done – I have researched the brand on social media to, by demographics, May 2014
                                                                                                                                            • Figure 104: Air wick – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
                                                                                                                                            • Figure 105: Air wick – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
                                                                                                                                            • Figure 106: Air wick – Activities done – I follow/like the brand on social media because, by demographics, May 2014
                                                                                                                                            • Figure 107: Air wick – Activities done – I have researched the brand on social media to, by demographics, May 2014
                                                                                                                                            • Figure 108: Renuzit – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
                                                                                                                                            • Figure 109: Renuzit – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
                                                                                                                                            • Figure 110: Renuzit – Activities done – I follow/like the brand on social media because, by demographics, May 2014
                                                                                                                                            • Figure 111: Renuzit – Activities done – I have researched the brand on social media to, by demographics, May 2014
                                                                                                                                            • Figure 112: The Yankee Candle Company – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
                                                                                                                                            • Figure 113: The Yankee Candle Company – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
                                                                                                                                            • Figure 114: The Yankee Candle Company – Activities done – I follow/like the brand on social media because, by demographics, May 2014
                                                                                                                                            • Figure 115: The Yankee Candle Company – Activities done – I have researched the brand on social media to, by demographics, May 2014
                                                                                                                                            • Figure 116: Bath & Body Works – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
                                                                                                                                            • Figure 117: Bath & Body Works – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
                                                                                                                                            • Figure 118: Bath & Body Works – Activities done – I follow/like the brand on social media because, by demographics, May 2014
                                                                                                                                            • Figure 119: Bath & Body Works – Activities done – I have researched the brand on social media to, by demographics, May 2014
                                                                                                                                        • Appendix – Trade Associations

                                                                                                                                          Companies Covered

                                                                                                                                          • Family Dollar Stores, Inc
                                                                                                                                          • Henkel Corporation
                                                                                                                                          • Lancaster Colony Corporation
                                                                                                                                          • Procter & Gamble Company (The)
                                                                                                                                          • Procter & Gamble USA
                                                                                                                                          • Reckitt Benckiser USA
                                                                                                                                          • SC Johnson
                                                                                                                                          • Walmart Stores (USA)

                                                                                                                                          Air Care - US - August 2014

                                                                                                                                          £3,277.28 (Excl.Tax)