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Air Fresheners and Air Care - UK - October 2011

“While air care products are widely used, using them continually or most days is less common than occasional usage. A large proportion of people are still put off using air fresheners as they see them as artificial, so brands need to reach out to those who want to maintain a fresh home but like to do so in the most natural way possible.”

– Richard Caines, Senior Household Care Analyst

This report answers the following questions, among others:

  • What factors are most likely to influence demand for air fresheners?
  • How do usage patterns highlight opportunities for growing sales?
  • To what extent does the type of fragrance determine product choice?
  • How is improved control of fragrance release changing the market?
  • Do brands or price have the bigger influence on shopping behaviour?
  • What are the barriers to wider and heavier usage of air care products?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast UK retail sales of air care products, 2006-16
            • Growth in sales picking up during 2011
              • Electric air care the biggest segment
                • Market factors
                  • Link between wanting a clean and a fresh home
                    • Home entertaining triggers home freshening
                      • Putting the finishing touches to a room
                        • Figure 2: Attitudes towards the home and cooking, 2011
                      • More homes creates more demand for air care
                        • Fewer smokers but plenty of pets
                          • Companies, brands and innovation
                            • Air Wick leads the air care market
                              • High level of NPD activity
                                • Figure 3: Air care’s share of new product launches in household care, January 2010-August 2011
                              • Strong advertising support for leading brands
                                • The consumer
                                  • Usage increases in last two years
                                    • Aerosol sprays the most widely used product
                                      • Figure 4: Usage of air care products, August 2011
                                    • Living rooms and bathrooms the main focus
                                      • Figure 5: Usage of any air care products in rooms, August 2011
                                    • Well-known brands the preferred choice
                                      • Figure 6: Attitudes towards shopping for air care products, August 2011
                                    • Mixing personal favourites with a bit of variety
                                      • Figure 7: Factors important when choosing air fresheners, August 2011
                                    • Improving ambience for visiting guests
                                      • Figure 8: Attitudes towards air fresheners and air care, August 2011
                                    • What we think
                                    • Issues in the Market

                                        • What factors are most likely to influence demand for air fresheners?
                                          • How do usage patterns highlight opportunities for growing sales?
                                            • To what extent does the type of fragrance determine product choice?
                                              • How is improved control of fragrance release changing the market?
                                                • Do brands or price have the bigger influence on shopping behaviour?
                                                  • What are the barriers to wider and heavier usage of air care products?
                                                  • Future Opportunities

                                                      • Trend: Mood to Order
                                                        • Trend: Creature Comfort
                                                        • Internal Market Environment

                                                          • Key points
                                                            • Link between a clean and fresh smelling home
                                                              • Figure 9: Attitudes towards home and cleaning, 2006-11
                                                              • Figure 10: Attitudes towards home and cleaning, by use of air fresheners or scented candles, 2011
                                                            • Home entertaining a boost to air care
                                                              • Figure 11: Attitudes towards the home and cooking, 2006-11
                                                              • Figure 12: Attitudes towards the home and cooking, by use of air fresheners or scented candles, 2011
                                                            • More cars on the road that need freshening
                                                              • Figure 13: Numbers of car sales and the UK car parc, 2006-10
                                                          • Broader Market Environment

                                                            • Key points
                                                              • More homes will drive more demand for air care
                                                                • Figure 14: UK households, by size, 2006-16
                                                                • Figure 15: Number of bathrooms, bedrooms and living rooms in home, 2006-11
                                                                • Figure 16: Number of bathrooms, bedrooms and living rooms in home, by use of air fresheners or scented candles, 2011
                                                              • Link between dog ownership and heavier use of air care products
                                                                • Figure 17: Pet ownership and incidence of smoking, 2007-11
                                                                • Figure 18: Pet ownership and smokers, by use of air fresheners or scented candles, 2011
                                                            • Strengths and Weaknesses in the Market

                                                              • Strengths
                                                                • Weaknesses
                                                                • Who’s Innovating?

                                                                  • Key points
                                                                    • Wide and changing range of air care products
                                                                      • Figure 19: New product launches in the UK air care market, % by product type, 2006-11
                                                                      • Figure 20: New product launches in the UK air care market, % share by own-label/branded, 2006-11
                                                                    • Air Wick accounts for largest number of 2010 launches
                                                                      • Figure 21: New product launches in the UK air care market, % share by company, 2006-11
                                                                    • Increasing focus on neutralising odours
                                                                      • Figure 22: New product launches in the UK air care market, % share by claim, 2006-11
                                                                    • Fruity fragrances overtake floral scents
                                                                      • Figure 23: New product launches in the UK air care market, % share by fragrance component group, 2006-11
                                                                    • Range extensions playing a bigger part in NPD
                                                                      • Figure 24: New product launches in the UK air care market, % share by launch type, 2006-11
                                                                  • Competitive Context

                                                                    • Key points
                                                                      • Air fresheners underperform household care
                                                                        • Figure 25: Comparison of air fresheners and air care with other household care markets, 2008-10
                                                                        • Figure 26: Air care’s share of new product launches in household care, January 2010-August 2011
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Growth in air care picks up during 2011
                                                                          • Figure 27: UK retail value sales and forecast of air fresheners and air care products, 2006-16
                                                                        • The future
                                                                          • Figure 28: UK best- and worst-case forecast of sales of air fresheners and air care products, 2006-16
                                                                        • Forecast methodology
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Scented candles showing strong growth
                                                                              • Figure 29: UK retail value sales of air fresheners and air care products, by segment, 2010 and 2011
                                                                          • Market Share

                                                                            • Key points
                                                                              • Air Wick leads the air care market
                                                                                • Figure 30: Estimated brand value shares in air fresheners and air care, 2009 and 2010
                                                                            • Companies and Products

                                                                              • Procter & Gamble
                                                                                  • Figure 31: New product launches by P&G in the UK air fresheners and air care market, December 2010-August 2011
                                                                                • Reckitt Benckiser
                                                                                    • Figure 32: New product launches by RB in the UK air fresheners and air care market, December 2010-August 2011
                                                                                  • SC Johnson
                                                                                      • Figure 33: New product launches by SC Johnson in the UK air fresheners and air care market, December 2010-August 2011
                                                                                    • Cadum & IBA
                                                                                      • Holt Lloyd
                                                                                        • MS George
                                                                                          • Saxon Industries
                                                                                            • Other companies
                                                                                            • Brand Research

                                                                                              • Brand map
                                                                                                  • Figure 34: Attitudes towards and usage of air freshener and air care brands, August 2011
                                                                                                • Correspondence analysis
                                                                                                  • Brand attitudes
                                                                                                    • Figure 35: Attitudes, by air freshener and air care brand, August 2011
                                                                                                  • Brand personality
                                                                                                    • Figure 36: Air freshener and air care brand personality – macro image, August 2011
                                                                                                    • Figure 37: Air freshener and air care brand personality – micro image, August 2011
                                                                                                  • Brand experience
                                                                                                    • Figure 38: Air freshener and air care brand usage, August 2011
                                                                                                    • Figure 39: Satisfaction with various air freshener and air care brands, August 2011
                                                                                                    • Figure 40: Consideration of air freshener and air care brands, August 2011
                                                                                                    • Figure 41: Consumer perceptions of current air freshener and air care brand performance, August 2011
                                                                                                    • Figure 42: Air freshener and air care brand recommendation – Net Promoter Score, August 2011
                                                                                                  • Brand index
                                                                                                    • Figure 43: Air freshener and air care brand index, August 2011
                                                                                                    • Figure 44: Air freshener and air care brand index vs. recommendation, August 2011
                                                                                                  • Target group analysis
                                                                                                    • Figure 45: Target groups, August 2011
                                                                                                    • Figure 46: Air freshener and air care brand usage, by target groups, August 2011
                                                                                                  • Group One – Conformists
                                                                                                    • Group Two – Simply the Best
                                                                                                      • Group Three – Shelf Stalkers
                                                                                                        • Group Four – Habitual Shoppers
                                                                                                          • Group Five – Individualists
                                                                                                          • Brand Communication and Promotion

                                                                                                            • Key points
                                                                                                              • Increase in advertising seen during 2010
                                                                                                                • Figure 47: Main media advertising expenditure on air fresheners/fragrances, 2007-11
                                                                                                              • P&G leads spending on air care
                                                                                                                • Figure 48: Main media advertising expenditure on air fresheners/fragrances, by advertiser, 2007-11
                                                                                                                • Figure 49: Main media advertising expenditure on air fresheners/fragrances, by top ten brands, January-August 2011
                                                                                                              • TV dominates total advertising
                                                                                                                • Figure 50: Main media advertising expenditure on air fresheners/fragrances, % share by media type, 2007-11
                                                                                                            • Channels to Market

                                                                                                              • Key points
                                                                                                                • Grocery stores account for bulk of sales
                                                                                                                  • Figure 51: UK retail value sales of air fresheners and air care products, by outlet type, 2009-11
                                                                                                              • Consumer – Product Usage and Frequency

                                                                                                                • Key points
                                                                                                                  • Recent growth in usage of air care products
                                                                                                                    • Figure 52: Penetration and frequency of using air fresheners or scented candles, 2006-11
                                                                                                                  • Aerosol sprays used by the most people
                                                                                                                      • Figure 53: Usage of air care products, by type of product, August 2011
                                                                                                                    • Scented candles most used in the living/dining room
                                                                                                                        • Figure 54: Rooms where air care products are used, by product users, August 2011
                                                                                                                      • Air care most used in living rooms and bathrooms
                                                                                                                        • Figure 55: Usage of any air care products in rooms, August 2011
                                                                                                                      • Majority of people use four or more products
                                                                                                                        • Figure 56: Repertoire of usage of air care products, August 2011
                                                                                                                        • Figure 57: Repertoire of rooms where air fresheners are used, August 2011
                                                                                                                    • Consumer – Shopping Behaviour

                                                                                                                      • Key points
                                                                                                                        • Well-known brands the usual choice
                                                                                                                            • Figure 58: Attitudes towards shopping for air care products, August 2011
                                                                                                                          • Few users buy the cheapest product available
                                                                                                                            • Promotions have a big influence on product choice
                                                                                                                              • New scents a major driver for product experimentation
                                                                                                                              • Consumer – Factors Influencing Choice

                                                                                                                                • Key points
                                                                                                                                  • Personal favourites and a variety of scents
                                                                                                                                      • Figure 59: Importance of factors influencing choice of air care products, August 2011
                                                                                                                                      • Figure 60: Factors important in influencing choice of air care products, August 2011
                                                                                                                                    • Strong interest in adjusting fragrance intensity
                                                                                                                                      • Odour detection more popular than movement sensors
                                                                                                                                        • Eliminating odours but not irritating allergies
                                                                                                                                        • Attitudes Towards Air Fresheners and Air Care

                                                                                                                                          • Key points
                                                                                                                                            • Making the home smell fresh for visiting guests
                                                                                                                                              • Figure 61: Attitudes towards air fresheners and air care, August 2011
                                                                                                                                              • Figure 62: Attitudes towards air fresheners and air care products, August 2011
                                                                                                                                            • Primary function covering up unpleasant smells
                                                                                                                                              • Need for more light and natural scents
                                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                                  • Figure 63: Attitudes towards home and cleaning, by demographics, 2011
                                                                                                                                                  • Figure 64: Attitudes towards spending time at home, by demographics, 2011
                                                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                                                  • Figure 65: Best case/worst case forecast for UK retail sales of air fresheners and air care products , at current prices, 2011-16
                                                                                                                                              • Appendix – Brand Research

                                                                                                                                                  • Figure 66: Brand usage, August 2011
                                                                                                                                                  • Figure 67: Brand commitment, August 2011
                                                                                                                                                  • Figure 68: Brand momentum, August 2011
                                                                                                                                                  • Figure 69: Brand diversity, August 2011
                                                                                                                                                  • Figure 70: Brand satisfaction, August 2011
                                                                                                                                                  • Figure 71: Brand recommendation, August 2011
                                                                                                                                                  • Figure 72: Brand attitude, August 2011
                                                                                                                                                  • Figure 73: Brand image – macro image, August 2011
                                                                                                                                                  • Figure 74: Brand image – micro image, August 2011
                                                                                                                                                  • Figure 75: Profile of target groups, by demographic, August 2011
                                                                                                                                                  • Figure 76: Psychographic segmentation, by target group, August 2011
                                                                                                                                                  • Figure 77: Brand usage, by target group, August 2011
                                                                                                                                                • Brand index
                                                                                                                                                  • Figure 78: Brand index, August 2011
                                                                                                                                              • Appendix – Product Usage and Frequency

                                                                                                                                                  • Figure 79: Penetration and frequency of use of air fresheners or scented candles, by demographics, 2011
                                                                                                                                                  • Figure 80: Usage of air fresheners – aerosol spray, by demographics, August 2011
                                                                                                                                                  • Figure 81: Usage of air fresheners – other manual spray (including click spray), by demographics, August 2011
                                                                                                                                                  • Figure 82: Usage of air fresheners – plug-in air freshener, by demographics, August 2011
                                                                                                                                                  • Figure 83: Usage of air fresheners – automatic/battery-operated standalone spray, by demographics, August 2011
                                                                                                                                                  • Figure 84: Usage of air fresheners – solid blocks/gels, by demographics, August 2011
                                                                                                                                                  • Figure 85: Usage of air fresheners – scented oils/reed diffusers, by demographics, August 2011
                                                                                                                                                  • Figure 86: Usage of air fresheners – scented candles, by demographics, August 2011
                                                                                                                                                  • Figure 87: Usage of air fresheners – car freshener, by demographics, August 2011
                                                                                                                                                  • Figure 88: Usage of air fresheners – other (eg drawer, fridge fresheners), by demographics, August 2011
                                                                                                                                                  • Figure 89: Usage of aerosol spray – rooms where used, by demographics, August 2011
                                                                                                                                                  • Figure 90: Usage of other manual spray (including click spray) – rooms where used, by demographics, August 2011
                                                                                                                                                  • Figure 91: Usage of plug-in air freshener – rooms where used, by demographics, August 2011
                                                                                                                                                  • Figure 92: Usage of automatic/battery-operated standalone spray – rooms where used, by demographics, August 2011
                                                                                                                                                  • Figure 93: Usage of solid blocks/gels – rooms where used, by demographics, August 2011
                                                                                                                                                  • Figure 94: Usage of scented oils/reed diffusers – rooms where used, by demographics, August 2011
                                                                                                                                                  • Figure 95: Usage of scented candles – rooms where used, by demographics, August 2011
                                                                                                                                                  • Figure 96: Usage of other fresheners (eg drawer, fridge fresheners) – rooms where used, by demographics, August 2011
                                                                                                                                                  • Figure 97: Usage of air fresheners in rooms, by demographics, August 2011
                                                                                                                                                  • Figure 98: Usage of air fresheners, by repertoire of usage of air fresheners, August 2011
                                                                                                                                                  • Figure 99: Repertoire of usage of air fresheners, by demographics, August 2011
                                                                                                                                                  • Figure 100: Usage of air fresheners in rooms, by repertoire of usage of air fresheners in rooms, August 2011
                                                                                                                                                  • Figure 101: Repertoire of usage of air fresheners in rooms, by demographics, August 2011
                                                                                                                                              • Appendix – Shopping Behaviour

                                                                                                                                                  • Figure 102: Most popular agreement with statements on buying behaviour, by demographics, August 2011
                                                                                                                                                  • Figure 103: Next most popular agreement with statements on buying behaviour, by demographics, August 2011
                                                                                                                                              • Appendix – Factors Influencing Choice

                                                                                                                                                  • Figure 104: Importance of offered in a variety of scents influencing choice of air care products, by demographics, August 2011
                                                                                                                                                  • Figure 105: Importance of offered in my preferred scent influencing choice of air care products, by demographics, August 2011
                                                                                                                                                  • Figure 106: Importance of able to eliminate strong odours influencing choice of air care products, by demographics, August 2011
                                                                                                                                                  • Figure 107: Importance of long-lasting scent influencing choice of air care products, by demographics, August 2011
                                                                                                                                                  • Figure 108: Importance of natural product influencing choice of air care products, by demographics, August 2011
                                                                                                                                                  • Figure 109: Importance of can adjust intensity of scent/fragrance influencing choice of air care products, by demographics, August 2011
                                                                                                                                                  • Figure 110: Importance of offered in dual or multi-scent influencing choice of air care products, by demographics, August 2011
                                                                                                                                                  • Figure 111: Importance of automatically senses movement and produces scent influencing choice of air care products, by demographics, August 2011
                                                                                                                                                  • Figure 112: Importance of automatically detects odours and produces scent influencing choice of air care products, by demographics, August 2011
                                                                                                                                                  • Figure 113: Importance of can control time intervals for release of scent/fragrance influencing choice of air care products, by demographics, August 2011
                                                                                                                                                  • Figure 114: Importance of matches décor of room or has artistic look influencing choice of air care products, by demographics, August 2011
                                                                                                                                                  • Figure 115: Importance of doesn’t irritate allergies influencing choice of air care products, by demographics, August 2011
                                                                                                                                                  • Figure 116: Importance of kills bacteria influencing choice of air care products, by demographics, August 2011
                                                                                                                                              • Appendix – Attitudes Towards Air Fresheners and Air Care

                                                                                                                                                  • Figure 117: Agreement with statement ‘Most just mask odours temporarily but don’t get rid of them’, by demographics, August 2011
                                                                                                                                                  • Figure 118: Agreement with statement ‘Some air fresheners give me headaches or bother my sinuses’, by demographics, August 2011
                                                                                                                                                  • Figure 119: Agreement with statement ‘I mostly use air fresheners for covering up unpleasant smells (eg smoking, pets)’, by demographics, August 2011
                                                                                                                                                  • Figure 120: Agreement with statement ‘I don’t like the artificial smell of most air fresheners’, by demographics, August 2011
                                                                                                                                                  • Figure 121: Agreement with statement ‘I use different scents for different purposes or areas of my home’, by demographics, August 2011
                                                                                                                                                  • Figure 122: Agreement with statement ‘I prefer a light and subtle scent to a more intense one’, by demographics, August 2011
                                                                                                                                                  • Figure 123: Agreement with statement ‘I do not use some air fresheners as I am concerned about the chemicals they use’, by demographics, August 2011
                                                                                                                                                  • Figure 124: Agreement with statement ‘I use air fresheners to help make my home smell fresh for visiting guests’, by demographics, August 2011
                                                                                                                                                  • Figure 125: Agreement with statement ‘I would give scented candles such as Air Wick or Glade as a gift’, by demographics, August 2011
                                                                                                                                                  • Figure 126: Agreement with statement ‘I use scented candles to add ambience to a room’, by demographics, August 2011
                                                                                                                                                  • Figure 127: Agreement with statement ‘I prefer to open the windows to freshen up the room’, by demographics, August 2011
                                                                                                                                                  • Figure 128: Agreement with statement ‘I prefer fresh cut flowers to freshen up a room’, by demographics, August 2011

                                                                                                                                              Companies Covered

                                                                                                                                              • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                              • Ambi Pur
                                                                                                                                              • Argos
                                                                                                                                              • Asda Group Ltd
                                                                                                                                              • Bank of England
                                                                                                                                              • British Car Auctions Ltd
                                                                                                                                              • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                              • Cadum & IBA UK Ltd
                                                                                                                                              • Co-operative Group
                                                                                                                                              • Council of Mortgage Lenders
                                                                                                                                              • Facebook, Inc.
                                                                                                                                              • Gillette UK Ltd
                                                                                                                                              • Halfords Ltd
                                                                                                                                              • Holt Lloyd International
                                                                                                                                              • J. Sainsbury
                                                                                                                                              • John Lewis Partnership
                                                                                                                                              • Kantar Media
                                                                                                                                              • Lidl (UK)
                                                                                                                                              • Marks & Spencer
                                                                                                                                              • McBride PLC
                                                                                                                                              • mmO2 plc
                                                                                                                                              • MS George Limited
                                                                                                                                              • Netto Foodstores Ltd
                                                                                                                                              • Olay Company, Inc.
                                                                                                                                              • Poundland Ltd
                                                                                                                                              • Procter & Gamble UK & Ireland
                                                                                                                                              • Reckitt Benckiser (UK)
                                                                                                                                              • Reckitt Benckiser plc
                                                                                                                                              • Sara Lee (UK)
                                                                                                                                              • Saxon Industries
                                                                                                                                              • SC Johnson UK
                                                                                                                                              • Society of Motor Manufacturers and Traders
                                                                                                                                              • Superdrug Stores Plc
                                                                                                                                              • T-Mobile (UK) Ltd
                                                                                                                                              • Tesco Plc
                                                                                                                                              • The Body Shop - Retail Sales
                                                                                                                                              • The White Company Ltd
                                                                                                                                              • Virgin Media Ltd
                                                                                                                                              • Virgin Mobile
                                                                                                                                              • Vodafone Group Plc (UK)
                                                                                                                                              • Waitrose Ltd
                                                                                                                                              • Wax Lyrical Ltd
                                                                                                                                              • Wilkinson Hardware Stores Ltd
                                                                                                                                              • Wm Morrison Supermarkets
                                                                                                                                              • YouTube, Inc.

                                                                                                                                              Air Fresheners and Air Care - UK - October 2011

                                                                                                                                              £1,750.00 (Excl.Tax)