Air Care - US - March 2015
“To help encourage growth, market players must combat cannibalization within the category by promoting complementing suites of products for greater efficacy, focus on improving the multifunctional capabilities of air care products.”
Molly Maier, Category Manager, Health, Household, Beauty and Personal Care
This report covers the following areas:
- Combat cannibalization within category
- Focus on multifunctional attributes
- Target the multicultural consumer
Air care product usage enjoys strong incidence of use; however, household penetration has remained unchanged over time. While this strong, steady consumer base provides a solid foundation, significant growth remains elusive. Trade down to less expensive (private label) and/or replacement use of one air care product with another is also impeding market performance. Marketers must work harder to increase replenishment cycles and complementary product usage rather than allow cannibalization within the category.
Mintel defines the US air care market as consisting of the following product categories:
Candles – A body of wax formed around a wick, which provides a flame, and, in many cases, fragrance, when lit. Includes tea lights, votives, pillars, tapers (dinner candles), and birthday candles. Candles can stand-alone or be designed for use in a holder or metal container. Both scented and unscented candles are included.
Home Air Fresheners – Includes the aerosols/sprays, slow-release (solid, gel, liquid, reed diffusers), and plug-in and electric/battery-operated devices.
Vehicle Air Fresheners
Wax melts, which consist of a burner device that melts wax pieces as a means of releasing fragrance are excluded from the market size, but they are discussed in the consumer sections of this report. Potpourri and flameless candles, which use LED lights or light bulbs to create the appearance of a candle flame, are not included in the market size nor are they discussed in the report.
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