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Air Fresheners and Air Care - Europe - October 2011

“One of the focus areas of recent product innovation has been continual or automatic scent release, with increasingly sophisticated fresheners now allowing the user to control the intensity of fragrance and the time intervals for fragrance release. However, the way a freshener releases the scent is only important to a small minority of European consumers when deciding which product to buy. The benefits of these products must be made clear to potential air care users, so that innovation can drive the market forward.”

– James Manley, European Household Analyst

Some key points covered in the report include:

· The economic recession compromises value growth, but increased home entertaining and free time spent in the home, as well as new product development, have been supportive market drivers. Have they done enough to counter recessionary effects?

· While odour elimination and fragrancing remain the core functions of air fresheners, suppliers are paying increasing attention to the look and delivery system of their products. Have these developments attracted new consumers to the market?

· Consumer concerns regarding the health and environmental effects of air fresheners have resulted in an expanding range of botanical/herbal and eco-friendly products. Are these products proving successful?

· Product penetration is the highest in Britain and France, with seven out of ten consumers using fresheners. However, the Germans use the products most frequently. How can manufacturers encourage this frequent usage in other countries?

· As a result of the economic recession, there is an increasing emphasis on value for money, with the Brits particularly keen on special offers.

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Table of contents

  1. Introduction

      • Key points
        • Definition
          • Consumer research
            • Abbreviations
            • Executive Summary

                • The market
                  • The UK market leads the way
                    • Figure 1: Air fresheners: Value in local currency, 2005-15
                  • Strength and weaknesses in brief
                    • Strengths
                      • Weaknesses
                        • Companies, brands and innovation
                          • Concentrated market led by multinationals and their global brands
                            • Figure 2: New product activity air care, % share by company, by European region, 12 months to October 2011
                          • Odour elimination and fragrancing remain essential
                            • Figure 3: New product activity in air care, % share by leading claims, by European region, 12 months to October 2011
                          • The consumer
                            • GB and France have the largest consumer base for air care products
                              • Scent, preferred brand and special offers determine product choice
                                • Figure 4: Important factors when buying household fresheners, March 2011
                            • European Market Size and Forecast

                              • Key points
                                • The Big 5
                                  • Value
                                    • Figure 5: Air fresheners: Value in local currency, 2004-15
                                  • Consumption per capita
                                    • Figure 6: Air fresheners: Spend per capita (population), 2004-15
                                  • Other European countries
                                    • Value
                                      • Figure 7: Air fresheners: Value in local currency, 2004-15
                                    • Consumption per capita
                                      • Figure 8: Air fresheners: Spend per capita (population), 2004-15
                                  • Market Segmentation

                                    • Key points
                                      • The Big 5
                                        • France
                                          • Figure 9: France – air fresheners: Market segmentation, by value, 2010
                                        • Germany
                                          • Figure 10: Germany – Air fresheners: Market segmentation, by value, 2010
                                        • Italy
                                          • Figure 11: Italy – Air fresheners: Market segmentation, by value, 2010
                                        • Spain
                                          • Figure 12: Spain – Air fresheners: Market segmentation, by value, 2010
                                        • UK
                                          • Figure 13: UK retail value sales of air fresheners and air care products, by segment, 2010 and 2011
                                        • Other European countries
                                          • Austria
                                            • Figure 14: Austria – Air fresheners: Market segmentation, by value, 2010
                                          • Turkey
                                            • Figure 15: Turkey – Air fresheners: Market segmentation, by value, 2010
                                        • Companies and Product Innovation

                                          • Key points
                                            • World region
                                              • Figure 16: New product activity in air care, % share by global region, 12 months to October 2011
                                            • European region
                                              • GNPD leaders
                                                • Figure 17: New product activity in air care, % share by European region, 12 months to October 2011
                                              • GNPD sub-category split
                                                • Figure 18: New product activity in air care, % share by top 10 European countries, by sub-segment, 12 months to October 2011
                                              • Leading companies
                                                • Figure 19: New product activity air care, % share by company, by European region, 12 months to October 2011
                                              • Leading claims
                                                • Figure 20: New product activity in air care, % share by leading claims, by European region, 12 months to October 2011
                                              • France
                                                • GNPD sub-category split
                                                  • Figure 21: New product activity in air care, France, % share by sub-segment, by year, 2007-11
                                                • Leading companies
                                                  • Figure 22: New product activity in air care, % share by company, France, 12 months to October 2011
                                                • Leading claims
                                                  • Figure 23: New product activity in air care, % share by leading claims, France, 12 months to October 2011
                                                • Most innovative products – France
                                                  • Improved green credentials
                                                    • Purification
                                                      • Automatic fragrance
                                                        • Germany
                                                          • GNPD sub-category split
                                                            • Figure 24: New product activity in air care, Germany, % share by sub-segment, by year, 2007-11
                                                          • Leading companies
                                                            • Figure 25: New product activity in air care, % share by company, Germany, 12 months to October 2011
                                                          • Leading claims
                                                            • Figure 26: New product activity in air care, % share by leading claims, Germany, 12 months to October 2011
                                                          • Most innovative products – Germany
                                                            • Candles freshen and create ambiance
                                                              • Latest innovation
                                                                • Own-label options
                                                                  • Italy
                                                                    • GNPD sub-category split
                                                                      • Figure 27: New product activity in air care, Italy, % share by sub-segment, by year, 2007-11
                                                                    • Leading companies
                                                                      • Figure 28: New product activity in air care, % share by company, Italy, 12 months to October 2011
                                                                    • Leading claims
                                                                      • Figure 29: New product activity in air care, % share by leading claims, Italy, 12 months to October 2011
                                                                    • Most innovative products – Italy
                                                                      • Thriving naturals trend
                                                                        • Specialist fresheners
                                                                          • Double effect
                                                                            • Spain
                                                                              • GNPD sub-category split
                                                                                • Figure 30: New product activity in air care, Spain, % share by sub-segment, by year, 2007-11
                                                                              • Leading companies
                                                                                • Figure 31: New product activity in air care, % share by company, Spain, 12 months to October 2011
                                                                              • Leading claims
                                                                                • Figure 32: New product activity in air care, % share by leading claims, Spain, 12 months to October 2011
                                                                              • Most innovative products – Spain
                                                                                • Refills appeal in austerity
                                                                                  • Decorative designs
                                                                                    • Eco-friendly fragrancing
                                                                                      • UK
                                                                                        • GNPD sub-category split
                                                                                          • Figure 33: New product activity in air care, UK, % share by sub-segment, by year, 2007-11
                                                                                        • Leading companies
                                                                                          • Figure 34: New product activity in air care, % share by company, UK, 12 months to October 2011
                                                                                        • Leading claims
                                                                                          • Figure 35: New product activity in air care, % share by leading claims, France, 12 months to October 2011
                                                                                        • Most innovative products – UK
                                                                                          • Natural odour elimination
                                                                                            • Increasing sophistication
                                                                                              • Exotic scents
                                                                                              • The Consumer

                                                                                                • Key points
                                                                                                  • Frequency of use
                                                                                                    • Figure 36: Frequency of using air and fabric fresheners and candles, by country, 2010
                                                                                                  • Type analysis
                                                                                                    • Figure 37: Types of air and fabric fresheners and candles used most often, by country, 2010
                                                                                                • The Consumer – Exclusive Consumer Research

                                                                                                  • Key points
                                                                                                    • Purchasing patterns
                                                                                                      • Figure 38: Important factors when buying household fresheners, March 2011
                                                                                                    • Attitudinal statements
                                                                                                      • Figure 39: Agreement with the statements on household fresheners, March 2011
                                                                                                  • Appendix – Demographic Data

                                                                                                      • TGI Europa
                                                                                                        • Figure 40: Frequency of using air and fabric fresheners and candles, by demographics, GB, 2010
                                                                                                        • Figure 41: Frequency of using air and fabric fresheners and candles, by demographics, France, 2010
                                                                                                        • Figure 42: Frequency of using air and fabric fresheners and candles, by demographics, Spain, 2010
                                                                                                        • Figure 43: Frequency of using air and fabric fresheners and candles, by demographics, Germany, 2010
                                                                                                      • Toluna
                                                                                                        • Purchasing patterns
                                                                                                          • Figure 44: Important factors when buying household fresheners products, by demographics, UK, March 2011
                                                                                                          • Figure 45: Important factors when buying household fresheners products, by demographics, France, March 2011
                                                                                                          • Figure 46: Important factors when buying household fresheners products, by demographics, Germany, March 2011
                                                                                                          • Figure 47: Important factors when buying household fresheners products, by demographics, Spain, March 2011
                                                                                                          • Figure 48: Important factors when buying household fresheners products, by demographics, Italy, March 2011
                                                                                                        • Lifestyle statements
                                                                                                          • Figure 49: Most popular agreement with the statements on household fresheners, by demographics, UK, March 2011
                                                                                                          • Figure 50: Next most popular agreement with the statements on household fresheners by demographics, UK, March 2011
                                                                                                          • Figure 51: Most popular agreement with the statements on household fresheners, by demographics, France, March 2011
                                                                                                          • Figure 52: Next most popular agreement with the statements on household fresheners by demographics, France, March 2011
                                                                                                          • Figure 53: Most popular agreement with the statements on household fresheners, by demographics, Germany, March 2011
                                                                                                          • Figure 54: Next most popular agreement with the statements on household fresheners, by demographics, Germany, March 2011
                                                                                                          • Figure 55: Most popular agreement with the statements on household fresheners, by demographics, Spain, March 2011
                                                                                                          • Figure 56: Next most popular agreement with the statements on household fresheners, by demographics, Spain, March 2011
                                                                                                          • Figure 57: Other agreement with the statements on household fresheners, by demographics, Spain, March 2011
                                                                                                          • Figure 58: Most popular agreement with the statements on household fresheners, by demographics, Italy, March 2011
                                                                                                          • Figure 59: Next most popular agreement with the statements on household fresheners, by demographics, Italy, March 2011
                                                                                                          • Figure 60: Other agreement with the statements on household fresheners, by demographics, Italy, March 2011

                                                                                                      Companies Covered

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

                                                                                                      Air Fresheners and Air Care - Europe - October 2011

                                                                                                      £1,407.00 (Excl.Tax)