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Air Fresheners - China - October 2013

“Thanks to growing disposable income and urbanisation resulting in an expanding consumer base, the air fresheners market in China has enjoyed steady growth between 2008 and 2012. The effectiveness of eliminating odours remains the second most important factor when buying air fresheners, thus traditional air fresheners that highlight the benefits of getting rid of odours still have relatively steady demand. However, the next generation air freshener products with mood-setting and health benefits are likely to become the driving force of this market.“

– David Zhang, Research Analyst

In this report, we answer the key questions:

  • What is the current state of the air freshener market in China and what are the trends behind, drivers of and barriers to growth?
  • What are consumers’ behaviour and attitudes towards air fresheners?
  • Where are the opportunities for growth in air freshener market?
  • How can air freshener brands reach the high-end market with emotional benefits?
  • How can air freshener operators address consumers’ health concerns?

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Table of contents

  1. Introduction

      • Definition
        • Report structure
          • Methodology
            • Abbreviations
            • Executive Summary

                • The market
                  • Figure 1: Best and worst-case forecast of sales of air fresheners in China, 2008-18
                • Companies and brands
                  • Figure 2: Air freshener brands in China, by brand share in value terms, 2010-12
                • The consumer
                  • Air fresheners enjoy high penetration in China
                    • Figure 3: Air fresheners used in the past 12 months, August 2013
                  • Bathroom odour the key type that consumers want to eliminate
                    • Figure 4: Types of odours users of air fresheners try to remove most frequently, August 2013
                  • Having natural ingredients becomes the most important factor for buying air fresheners
                    • Figure 5: Most important factors influencing choice of air fresheners, August 2013
                  • Attitudes towards using air fresheners
                    • Figure 6: Attitudes towards using air fresheners, August 2013
                  • General attitudes towards air fresheners
                    • Figure 7: General attitudes towards air fresheners, August 2013
                  • Key trends
                    • Reaching the high-end market with emotional benefits and natural ingredients
                      • The future of car air fresheners
                        • Health concerns and air fresheners
                          • What we think
                          • The Market

                            • Key points
                              • Market size and forecast
                                • Air fresheners market shows steady increase from 2008-2013
                                  • Figure 8: Sales and forecast of air fresheners in China, by value, 2008-18
                                • Forecast: the market shows growth rate slowing
                                  • Figure 9: Best and worst-case forecast of sales of air fresheners in China, 2008-18
                                • Market segmentation
                                  • Figure 10: Value sales of air fresheners in China, by segment, 2009-12
                                • Aerosols dominant but with a declining market share
                                  • Air fresheners with emotional benefits need revitalisation
                                    • Car ownership leading to a surge in sales of car air fresheners
                                      • Slow release is slowly losing ground to other segments
                                        • Market drivers
                                          • Consumers are getting more health-conscious
                                            • Tackling consumer concerns using new and natural materials
                                              • Moving from covering to absorbing
                                                • The 4-2-1 family structure and its impact on air fresheners
                                                  • The evolving functionality of air fresheners: moving from odour-killing to mood-setting
                                                    • Growing car ownership drives the car air fresheners segment up
                                                      • Figure 11: Car sales in China, 2007-12
                                                  • Companies and Brands

                                                    • Key points
                                                      • Brand share
                                                        • Figure 12: Air freshener brands in China, by brand share in value terms, 2010-12
                                                      • Companies
                                                        • SC Johnson & Son, Inc.
                                                          • Guangzhou Houdy Cosmetics Co., Ltd.
                                                            • Hebei Konda Co., Ltd.
                                                              • Shanghai Kobayashi Daily Chemicals Co., Ltd.
                                                                • Amway Co., Ltd.
                                                                • The Consumer – Usage of Air Freshener Products

                                                                  • Key points
                                                                    • Air fresheners enjoy high penetration in China
                                                                      • Figure 13: Air fresheners used in the past 12 months, August 2013
                                                                      • Figure 14: Air fresheners used in the past 12 months, by type of air freshener, August 2013
                                                                    • Air fresheners with emotional benefits are more appealing to women
                                                                      • Figure 15: Air fresheners used in the past 12 months, by gender, August 2013
                                                                      • Figure 16: More than five types of air freshener products used in the past 12 months, by gender, August 2013
                                                                    • Parents with young children are more likely to use air fresheners
                                                                      • Figure 17: Air fresheners used in the past 12 months, by age of children at home, August 2013
                                                                    • Types of air fresheners used correlated with odours aimed at eliminating
                                                                      • Chinese consumers are likely to buy multiple air freshener products
                                                                        • Figure 18: Number of different types of air freshener products used in the past 12 months, August 2013
                                                                      • Parents with young children are more likely to have multiple air fresheners
                                                                        • Figure 19: More than five types of air freshener products used in the past 12 months, by age of children at home, August 2013
                                                                    • The Consumer – Elimination of Odour by Type

                                                                      • Key points
                                                                        • Bathroom odour the key type of odour consumers want to eliminate
                                                                          • Figure 20: Types of odours users of air fresheners try to remove most frequently, August 2013
                                                                        • Multiple purpose products have potential…
                                                                          • Figure 21: Number of different types of odours people try to remove frequently, August 2013
                                                                        • … but bathroom odour is still the key reason behind using air fresheners
                                                                          • Figure 22: Types of odours users of air fresheners trying to remove, by those trying mostly to remove one odour, August 2013
                                                                      • The Consumer – Factors Influencing Choice

                                                                        • Key points
                                                                          • Having natural ingredients is the most important factor for buying air fresheners
                                                                            • Figure 23: Most important factors influencing choice of air fresheners, August 2013
                                                                          • Women are more likely to consider scents as important
                                                                            • Figure 24: Selected important factors when buying air fresheners, by gender, August 2013
                                                                          • High-earners consider well-known brand an important factor
                                                                            • Figure 25: Selected important factors when buying air fresheners, by household income, August 2013
                                                                          • Parents are less likely to consider promotional offers as important…
                                                                            • Figure 26: Importance of promotional offers when buying air fresheners, by having children, August 2013
                                                                          • … and parents with younger children pay more attention to chemical-free claims
                                                                            • Figure 27: Importance of being chemical-free when buying air fresheners, by having children, August 2013
                                                                        • The Consumer – Usage and Buying Preferences

                                                                          • Key points
                                                                            • Attitudes towards using air fresheners
                                                                              • Figure 28: Attitudes towards using air fresheners, August 2013
                                                                            • High earners show greater brand loyalty …
                                                                              • Figure 29: Agreement with the statement “I tend to stick to the same air freshener products” when referring to air fresheners for the home, by personal income, August 2013
                                                                            • … and they are more likely than average to prefer well-known brands
                                                                              • Figure 30: Agreement with the statement “I prefer air fresheners of well-known brands than private labels” when referring to air fresheners for the home, by personal income, August 2013
                                                                            • Changing scents from time to time is important to older women from tier one cities
                                                                              • Figure 31: Agreement with the statement “I tend to switch air fresheners’ scents from time to time” when referring to air fresheners for the home, by demographics, August 2013
                                                                            • Consumers in their twenties tend to prefer international brands when using car air fresheners…
                                                                              • Figure 32: Agreement with the statement “I prefer using air fresheners from international brands” when referring to car air fresheners, by age, August 2013
                                                                            • … and they show greater brand loyalty than average
                                                                              • Figure 33: Agreement with the statement “I tend to stick to the same air freshener products”, by age, August 2013
                                                                          • The Consumer – Attitudes towards Using Air Fresheners

                                                                            • Key points
                                                                              • General attitudes towards air fresheners
                                                                                • Figure 34: General attitudes towards air fresheners, August 2013
                                                                              • Parents with younger children less likely to consider international brands as overpriced…
                                                                                • Figure 35: Agreement with the statement “Air fresheners from international brands tend to be overpriced”, by age of children, August 2013
                                                                              • … and younger consumers less likely to consider international brands as overpriced
                                                                                • Figure 36: Agreement with the statement “Air fresheners from international brands tend to be overpriced”, by age, August 2013
                                                                              • International brands are more appealing to consumers from tier one cities
                                                                                • Figure 37: Agreement with the statement “Air fresheners from international brands are safer to use”, by city tier, August 2013
                                                                              • Attitudes towards extra functionality
                                                                                • High earners more likely to prefer self-detection of odours as an extra function…
                                                                                  • Figure 38: Agreement with the statement “I would prefer air fresheners with the capability of automatically detecting the source of odour”, by household income, August 2013
                                                                                • … and natural ingredients also more attractive to high earners than average
                                                                                  • Figure 39: Agreement with the statement “I would like to try air fresheners made of natural ingredients”, by personal income, August 2013
                                                                              • Key Issue – Reaching the High-end Market with Emotional Benefits and Natural Ingredients

                                                                                • Key points
                                                                                  • The growing middle class shows the increasing popularity of xiaozi lifestyle
                                                                                    • Figure 40: Disposable income per urban household in China, 2000-12
                                                                                  • Air fresheners with emotional benefits tend to be attractive to Chinese consumers…
                                                                                    • Figure 41: Attitudes towards using air fresheners, August 2013
                                                                                  • … but products with emotional benefits are still limited
                                                                                    • High earners show a stronger preference for having natural ingredients in air fresheners…
                                                                                      • Figure 42: Agreement with the statement “I would like to try air fresheners made of natural ingredients”, by income, August 2013
                                                                                    • … and tend to show greater brand loyalty and stronger preferences towards well-known brands compared with mid to low earners
                                                                                      • Figure 43: Agreement with the statement “I tend to stick to the same air freshener products”, by income, August 2013
                                                                                      • Figure 44: Agreement with the statement “I prefer air fresheners of well-known brands than private labels”, by income, August 2013
                                                                                    • Differentiating air freshener products based on where they are being used
                                                                                      • Figure 45: Different types of air freshener products used, August 2013
                                                                                    • What does it mean?
                                                                                    • Key Issue – The Future of Car Air Fresheners

                                                                                      • Key points
                                                                                        • Background
                                                                                          • Figure 46: Car sales in China (‘000 vehicles), 2007-12
                                                                                        • Certain extra functions show potential in some consumer segments
                                                                                          • Extra functions tend to be less important for air freshener products for car compared with home use…
                                                                                            • Figure 47: Agreement with the statement “I prefer to buy air fresheners offering extra functionalities”, by place of using, August 2013
                                                                                          • … but automatic detection is especially important…
                                                                                            • Figure 48: Agreement with the statement “I would prefer air fresheners with the capability of automatically detecting the source of odour”, by place of using, August 2013
                                                                                          • … and customising scents is also attractive
                                                                                            • Figure 49: Agreement with the statement “I would be interested in customising my choice of scents for the air fresheners I use”, by place of using, August 2013
                                                                                          • Consumers tend to be more loyal when buying car air fresheners
                                                                                            • Figure 50: Agreement with the statement “I tend to stick to the same air freshener product”, by place of using, August 2013
                                                                                          • High earners are more likely to use car air fresheners
                                                                                            • Figure 51: Car fresheners used in the past 12 months, by income, August 2013
                                                                                          • Natural ingredients are the most important factor when buying car air fresheners…
                                                                                            • Figure 52: Important factors when buying air fresheners, August 2013
                                                                                          • …while improving air quality is important when using car air fresheners
                                                                                            • Figure 53: Attitudes towards using air fresheners, August 2013
                                                                                            • Figure 54: Agreement with selected attitudinal statements towards using air fresheners, by place of using, August 2013
                                                                                          • What does it mean?
                                                                                          • Key Issue – Health Concerns and Air Fresheners

                                                                                            • Background
                                                                                              • Negative perceptions towards air fresheners are prevalent…
                                                                                                • Figure 55: Agreement with selected attitudinal statements towards air fresheners in general, August 2013
                                                                                              • … but usage of air fresheners remains high
                                                                                                • Figure 56: Air fresheners used in the past 12 months, August 2013
                                                                                                • Figure 57: Air fresheners used in the past 12 months, August 2013
                                                                                              • Fragrance-free odour absorption air freshener products gain momentum
                                                                                                • Natural ingredients and eliminating odours are the most important factors when buying air fresheners
                                                                                                  • Figure 58: Important factors when buying air fresheners, August 2013
                                                                                                • Scents tend to indicate the products as ‘unhealthy’ and ‘chemical’
                                                                                                  • Figure 59: Attitude towards strong scents in air fresheners, August 2013
                                                                                                  • Figure 60: Unfragranced new product launches in air care in China, 2010-12
                                                                                                • Chinese consumers hold polarised views on the origin of air freshener products
                                                                                                  • International brands tend to enjoy positive perceptions…
                                                                                                    • Figure 61: Agreement with the statement “air fresheners from international brands are safer to use”, August 2013
                                                                                                    • Figure 62: Selected demographics of the Health-concerned segment, August 2013
                                                                                                  • … but many also consider domestic brands just as good as international brands
                                                                                                    • Figure 63: Agreement with the statement “The quality of air fresheners from China’s own brands are just as good as international brands”, August 2013
                                                                                                    • Figure 64: Selected demographics of the pro-domestic segment, August 2013
                                                                                                  • Parents with young children are more willing to buy air fresheners from international brands
                                                                                                    • Parents of young children are particularly concerned over the health implications of using air fresheners…
                                                                                                      • Figure 65: “Chemical free” as an important factor when buying air fresheners, by age of children, August 2013
                                                                                                    • … and they are less sensitive to price …
                                                                                                      • Figure 66: “Low price” as an important factor when buying air fresheners, by age of children, August 2013
                                                                                                    • … in particular when buying products from international brands
                                                                                                      • Figure 67: Agreement with the statement “air fresheners from international brands tend to be overpriced”, by age of children, August 2013
                                                                                                    • What does it mean?
                                                                                                    • Appendix – Air Fresheners Used in Past 12 Months

                                                                                                        • Figure 68: Air fresheners used in the past 12 months, August 2013
                                                                                                        • Figure 69: Most popular air fresheners used in the past 12 months, by demographics, August 2013
                                                                                                        • Figure 70: Next most popular air fresheners used in the past 12 months, by demographics, August 2013
                                                                                                        • Figure 71: Other air fresheners used in the past 12 months, by demographics, August 2013
                                                                                                        • Figure 72: Air fresheners used in the past 12 months, by the most important factors for buying air fresheners, August 2013
                                                                                                        • Figure 73: Air fresheners used in the past 12 months, by the next most important factors for buying air fresheners, August 2013
                                                                                                        • Figure 74: Air fresheners used in the past 12 months, by other important factors for buying air fresheners, August 2013
                                                                                                        • Figure 75: Air fresheners used in the past 12 months, by attitudes towards using air fresheners, August 2013
                                                                                                      • Repertoire analysis
                                                                                                        • Figure 76: Repertoire of air fresheners used in the past 12 months, August 2013
                                                                                                        • Figure 77: Repertoire of air fresheners used in the past 12 months, by demographics, August 2013
                                                                                                        • Figure 78: Air fresheners used in the past 12 months, by repertoire of air fresheners used in the past 12 months, August 2013
                                                                                                    • Appendix – Where Air Fresheners are Used

                                                                                                        • Figure 79: Where air fresheners are used, August 2013
                                                                                                        • Figure 80: Where air fresheners are used, August 2013
                                                                                                        • Figure 81: Most popular where air fresheners are used, by demographics, August 2013
                                                                                                        • Figure 82: Next most popular where air fresheners are used, by demographics, August 2013
                                                                                                    • Appendix – Types of Odours to Remove

                                                                                                        • Figure 83: Types of odours to remove, August 2013
                                                                                                        • Figure 84: Most popular types of odours to remove, by demographics, August 2013
                                                                                                        • Figure 85: Next most popular types of odours to remove, by demographics, August 2013
                                                                                                        • Figure 86: Other types of odours to remove, by demographics, August 2013
                                                                                                      • Repertoire analysis
                                                                                                        • Figure 87: Repertoire of types of odours to remove, August 2013
                                                                                                    • Appendix – Most Important Factors for Buying Air Fresheners

                                                                                                        • Figure 88: Most important factors for buying air fresheners, August 2013
                                                                                                        • Figure 89: Most important factors for buying air fresheners, by demographics, August 2013
                                                                                                        • Figure 90: Next most important factors for buying air fresheners, by demographics, August 2013
                                                                                                        • Figure 91: Other important factors for buying air fresheners, by demographics, August 2013
                                                                                                        • Figure 92: Most important factors for buying air fresheners, by most popular air fresheners used in the past 12 months, August 2013
                                                                                                        • Figure 93: Most important factors for buying air fresheners, by next most popular air fresheners used in the past 12 months, August 2013
                                                                                                        • Figure 94: Most important factors for buying air fresheners, by other air fresheners used in the past 12 months, August 2013
                                                                                                    • Appendix – Attitudes towards Using Air Fresheners

                                                                                                        • Figure 95: Attitudes towards using air fresheners, August 2013
                                                                                                        • Figure 96: Most popular attitudes towards using air fresheners – Used for your home, by demographics, August 2013
                                                                                                        • Figure 97: Next most popular attitudes towards using air fresheners – Used for your home, by demographics, August 2013
                                                                                                        • Figure 98: Other attitudes towards using air fresheners – Used for your home, by demographics, August 2013
                                                                                                        • Figure 99: Most popular attitudes towards using air fresheners – Used for your car, by demographics, August 2013
                                                                                                        • Figure 100: Next most popular attitudes towards using air fresheners – Used for your car, by demographics, August 2013
                                                                                                        • Figure 101: Other attitudes towards using air fresheners – Used for your car, by demographics, August 2013
                                                                                                        • Figure 102: Attitudes towards using air fresheners, by most popular air fresheners used in the past 12 months, August 2013
                                                                                                        • Figure 103: Attitudes towards using air fresheners, by next most popular air fresheners used in the past 12 months, August 2013
                                                                                                        • Figure 104: Attitudes towards using air fresheners, by other air fresheners used in the past 12 months, August 2013
                                                                                                    • Appendix – General Attitudes towards Air Fresheners

                                                                                                        • Figure 105: General attitudes towards air fresheners, August 2013
                                                                                                        • Figure 106: Agreement with the statement ‘I am concerned that the chemicals used in air fresheners is harmful to my health’, by demographics, August 2013
                                                                                                        • Figure 107: Agreement with the statement ‘It is better to get rid of bad odours via good ventilation than using air fresheners’, by demographics, August 2013
                                                                                                        • Figure 108: Agreement with the statement ‘Air fresheners only cover odours but cannot eliminate it completely’, by demographics, August 2013
                                                                                                        • Figure 109: Agreement with the statement ‘I would prefer air fresheners with the capability of automatically detecting the source of odour’, by demographics, August 2013
                                                                                                        • Figure 110: Agreement with the statement ‘I would be interested in customising my choice of scents for the air fresheners I use’, by demographics, August 2013
                                                                                                        • Figure 111: Agreement with the statement ‘I would like to try air fresheners made of natural ingredients’, by demographics, August 2013
                                                                                                        • Figure 112: Agreement with the statement ‘I would consider using air fresheners providing air purifying functions’, by demographics, August 2013
                                                                                                        • Figure 113: Agreement with the statement ‘Air fresheners from international brands tend to be overpriced’, by demographics, August 2013
                                                                                                        • Figure 114: Agreement with the statement ‘The quality of air fresheners from China’s own brands are just as good as international brands’, by demographics, August 2013
                                                                                                        • Figure 115: Agreement with the statement ‘Air fresheners from international brands are safer to use’, by demographics, August 2013
                                                                                                        • Figure 116: General attitudes towards air fresheners, by most popular air fresheners used in the past 12 months, August 2013
                                                                                                        • Figure 117: General attitudes towards air fresheners, by next most popular air fresheners used in the past 12 months, August 2013
                                                                                                        • Figure 118: General attitudes towards air fresheners, by other air fresheners used in the past 12 months, August 2013
                                                                                                    • Appendix – Further Analysis

                                                                                                        • Figure 119: Target groups, August 2013
                                                                                                        • Figure 120: Target groups, by demographics, August 2013
                                                                                                        • Figure 121: General attitudes towards air fresheners, by target groups, August 2013
                                                                                                        • Figure 122: Air fresheners used in the past 12 months, by target groups, August 2013

                                                                                                    Companies Covered

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                                                                                                    Air Fresheners - China - October 2013

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