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Air Fresheners - UK - October 2012

“To take air care products beyond eliminating odours and freshening rooms, future product development should focus on improving air quality and providing health and wellness benefits. This would help take the air care market closer to the health and personal care market through helping to prevent the spread of germs, reducing exposure to allergens and improving general wellbeing through better relaxation, sleep and daytime alertness.”

– Richard Caines, Senior Household Care Analyst

Some questions answered in this report include:

  • How can the air care market overcome barriers to higher usage?
  • In what ways can air care brands maximise sales to existing users?
  • Can health and wellness benefits add value to the air care market?
  • What can brands do to encourage greater loyalty to their products?
  • Do scented cleaning products pose a threat to the air care market?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of UK sales of air fresheners and air care products, 2007-17
            • Solid growth in sales of air care products
              • Scented candles overtake aerosols
                • Figure 2: UK retail value sales of air fresheners and air care products, by segment, 2012
              • Market factors
                • Strong desire for a fresh smelling home
                  • Growth in number of households
                    • Heavier users of air care products more likely to have pets
                      • Companies, brands and innovation
                        • Air Wick the biggest brand in the UK air care market
                          • Figure 3: Estimated brand value shares in air fresheners and air care, year to September 2012
                        • Non-powered the largest share of new launches
                          • Figure 4: New product launches in the UK air care market, % by product type, Jan-Sept 2012
                        • P&G the biggest advertiser in air care
                          • The consumer
                            • Sprays the most widely used product
                              • Figure 5: Usage of air fresheners in the last 12 months, August 2012
                            • Price a major influence on choice
                              • Figure 6: Brand choice and influence of price and promotions, August 2012
                            • Enthusiasm for trying new scents
                              • Figure 7: Importance of scent and other influences when shopping, August 2012
                            • Factors influencing choice
                              • Figure 8: Factors important in influencing choice of air care products, August 2012
                            • Most people think fresheners just mask odours
                              • Figure 9: Attitudes towards air care products, August 2012
                            • Interest in product attributes
                              • Figure 10: Interest in product attributes of air care products, August 2012
                            • What we think
                            • Issues in the Market

                                • How can the air care market overcome barriers to higher usage?
                                  • In what ways can air care brands maximise sales to existing users?
                                    • Can health and wellness benefits add value to the air care market?
                                      • What can brands do to encourage greater loyalty to their products?
                                        • Do scented cleaning products pose a threat to the air care market?
                                        • Trend Application

                                            • Trend: Why Buy
                                              • Trend: Perfecting the Details
                                                • 2015 Trend: East Meets West
                                                • Internal Market Environment

                                                  • Key points
                                                    • Combining cleanliness with freshness
                                                      • Figure 11: Attitudes towards home and cleaning, 2007-12
                                                      • Figure 12: Attitudes towards home and cleaning, by use of air fresheners or scented candles, 2012
                                                    • Eliminating food smells and enhancing home
                                                      • Figure 13: Attitudes towards the home and cooking, 2007-12
                                                      • Figure 14: Attitudes towards the home and cooking, by use of air fresheners or scented candles, 2012
                                                    • Car air care has further growth potential
                                                        • Figure 15: Numbers of car sales and the UK car parc, 2007-11
                                                    • Broader Market Environment

                                                      • Key points
                                                        • More households to benefit air care market
                                                          • Figure 16: UK households, by size, 2007-17
                                                        • Fewer living rooms and bedrooms in homes
                                                          • Figure 17: Number of bathrooms, bedrooms and living rooms in home, 2007-12
                                                        • Large market for air fresheners for getting rid of pet odours
                                                          • Figure 18: Pet ownership and incidence of smoking, 2007-12
                                                          • Figure 19: Pet ownership and incidence of smoking, by use of air fresheners or scented candles, 2012
                                                      • Strengths and Weaknesses in the Market

                                                        • Strengths
                                                          • Weaknesses
                                                          • Who’s Innovating?

                                                            • Key points
                                                              • Non-powered sees the most new launches
                                                                • Figure 20: New product launches in the UK air care market, % by product type, 2007-12
                                                                • Figure 21: New product launches in the UK air care market, % share by own-label/branded, 2007-12
                                                              • Big three increase 2012 launch activity
                                                                • Figure 22: New product launches in the UK air care market, % share by company, 2007-12
                                                              • Neutralising odours tops new launch claims
                                                                • Figure 23: New product launches in the UK air care market, % share by claim, 2007-12
                                                              • Swing back to floral fragrances in 2012
                                                                • Figure 24: New product launches in the UK air care market, % share by fragrance component group, 2007-12
                                                              • Range extensions lead new launch activity
                                                                • Figure 25: New product launches in the UK air care market, % share by launch type, 2007-12
                                                            • Market Size and Forecast

                                                              • Key points
                                                                • Solid growth in sales of air care products
                                                                  • Figure 26: UK retail value sales and forecast of air fresheners and air care products, 2007-17
                                                                • The future
                                                                  • Figure 27: Best- and worst-case forecast of UK sales of air fresheners and air care products, 2007-17
                                                                • Forecast methodology
                                                                • Segment Performance

                                                                  • Key points
                                                                    • Scented candles overtake aerosols
                                                                      • Figure 28: UK retail value sales of air fresheners and air care products, by segment, 2010-12
                                                                  • Market Share

                                                                    • Key points
                                                                      • Air Wick retains significant lead
                                                                        • Figure 29: Estimated brand shares in air fresheners and air care, by value, 2011 and 2012
                                                                    • Companies and Products

                                                                      • Reckitt Benckiser
                                                                          • Figure 30: New product launches by RB in the UK air fresheners and air care market, October 2011-September 2012
                                                                          • Figure 31: New product launches by RB in the UK air fresheners and air care market – Fabric and air care hybrids, October 2011-September 2012
                                                                        • Procter & Gamble
                                                                            • Figure 32: New product launches by P&G in the UK air fresheners and air care market, October 2011-September 2012
                                                                          • SC Johnson
                                                                              • Figure 33: New product launches by SC Johnson in the UK air fresheners and air care market, October 2011-September 2012
                                                                            • Other companies
                                                                              • Cadum & IBA
                                                                                • Holt Lloyd
                                                                                  • MS George
                                                                                    • Saxon Industries
                                                                                    • Brand Research

                                                                                      • Brand map
                                                                                          • Figure 34: Attitudes towards and usage of brands in the air fresheners sector, August 2012
                                                                                        • Correspondence analysis
                                                                                          • Brand attitudes
                                                                                            • Figure 35: Attitudes by air fresheners brand, August 2012
                                                                                          • Brand personality
                                                                                            • Figure 36: Air fresheners brand personality – macro image, August 2012
                                                                                            • Figure 37: Air fresheners brand personality – micro image, August 2012
                                                                                          • Brand experience
                                                                                            • Figure 38: Air fresheners brand usage, August 2012
                                                                                            • Figure 39: Satisfaction with various air fresheners brands, August 2012
                                                                                            • Figure 40: Consideration of air fresheners brands, August 2012
                                                                                            • Figure 41: Consumer perceptions of current air fresheners brand performance, August 2012
                                                                                            • Figure 42: Air fresheners brand recommendation – Net Promoter Score, August 2012
                                                                                          • Brand index
                                                                                            • Figure 43: Air fresheners brand index, August 2012
                                                                                            • Figure 44: Air fresheners brand index vs. recommendation, August 2012
                                                                                          • Target group analysis
                                                                                            • Figure 45: Target groups, August 2012
                                                                                            • Figure 46: Air fresheners brand usage, by target groups, August 2012
                                                                                          • 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 2011 advertising
                                                                                                        • Figure 47: Main media advertising expenditure on air fresheners/fragrances, 2008-12
                                                                                                      • P&G the leading advertiser in air care
                                                                                                        • Figure 48: Main media advertising expenditure on air fresheners/fragrances, by advertiser, 2008-12
                                                                                                        • Figure 49: Main media advertising expenditure on air fresheners/fragrances, by top ten brands, January-September 2012
                                                                                                      • TV advertising dominates
                                                                                                        • Figure 50: Main media advertising expenditure on air fresheners/fragrances, % share by media type, 2008-12
                                                                                                    • Channels to Market

                                                                                                      • Key points
                                                                                                        • Grocery multiples dominate distribution
                                                                                                          • Figure 51: UK retail value sales of air fresheners and air care products, by outlet type, 2010-12
                                                                                                      • Product Usage and Frequency

                                                                                                        • Key points
                                                                                                          • Nearly three quarters of adults use air care products
                                                                                                            • Figure 52: Penetration and frequency of using air fresheners or scented candles, 2007-12
                                                                                                          • Sprays the most popular choice
                                                                                                              • Figure 53: Usage of air fresheners in the last 12 months, August 2012
                                                                                                            • Living rooms get the most freshening
                                                                                                              • Figure 54: Where air fresheners usually used in the home, August 2012
                                                                                                            • Sprays are the main option for bathrooms
                                                                                                              • Air care used less in the bedroom
                                                                                                                • Similar usage patterns for kitchens and dining rooms
                                                                                                                • Buying Behaviour

                                                                                                                  • Key points
                                                                                                                    • Price a big influence on product choice
                                                                                                                        • Figure 55: Agreement with statements on buying behaviour for air fresheners, August 2012
                                                                                                                      • Shoppers keen on trying new scents
                                                                                                                        • Well-known brands more popular than own-brands
                                                                                                                          • Refillable products help drive repeat purchasing
                                                                                                                          • Factors Influencing Choice

                                                                                                                            • Key points
                                                                                                                              • Fresh smelling homes the top priority
                                                                                                                                  • Figure 56: Importance of factors influencing choice of air fresheners, August 2012
                                                                                                                                • Strong interest in a variety of scents
                                                                                                                                  • Flexibility approach favoured for release of scent/fragrance
                                                                                                                                    • Vast majority interested in odour elimination
                                                                                                                                    • Attitudes Towards Air Fresheners and Air Care

                                                                                                                                      • Key points
                                                                                                                                        • Need to convince more about odour elimination
                                                                                                                                            • Figure 57: Attitudes towards air care products, August 2012
                                                                                                                                          • Freshening and getting rid of unpleasant smells
                                                                                                                                            • Equal need for manual and automatic fresheners
                                                                                                                                              • Eliminating odours and freshening for longer
                                                                                                                                                • Figure 58: Interest in product attributes of air care products, August 2012
                                                                                                                                                • Figure 59: Any interest in product attributes of air care products, August 2012
                                                                                                                                              • Health and wellness an opportunity in air care
                                                                                                                                                • Considerable interest in combination and on-the-go products
                                                                                                                                                • Target Groups

                                                                                                                                                  • Key points
                                                                                                                                                      • Figure 60: Target groups for air care, August 2012
                                                                                                                                                    • Naturally Inspired (20%)
                                                                                                                                                      • Automatically Scented (20%)
                                                                                                                                                        • Odour Eliminators (21%)
                                                                                                                                                          • Apathetic (39%)
                                                                                                                                                          • Appendix – Internal Market Environment

                                                                                                                                                              • Figure 61: Attitudes towards home and cleaning, by demographics, 2012
                                                                                                                                                              • Figure 62: Attitudes towards the home and cooking, by demographics, 2012
                                                                                                                                                          • Appendix – Broader Market Environment

                                                                                                                                                              • Figure 63: Number of bathrooms, bedrooms and living rooms in home, by use of air fresheners or scented candles, 2012
                                                                                                                                                          • Appendix – Market Size and Forecast

                                                                                                                                                              • Figure 64: Best case/worst case forecast for UK retail sales of air fresheners and air care products, at current prices, 2012-17
                                                                                                                                                          • Appendix – Brand Research

                                                                                                                                                              • Figure 65: Brand usage, August 2012
                                                                                                                                                              • Figure 66: Brand commitment, August 2012
                                                                                                                                                              • Figure 67: Brand momentum, August 2012
                                                                                                                                                              • Figure 68: Brand diversity, August 2012
                                                                                                                                                              • Figure 69: Brand Satisfaction, August 2012
                                                                                                                                                              • Figure 70: Brand recommendation, August 2012
                                                                                                                                                              • Figure 71: Brand attitude, August 2012
                                                                                                                                                              • Figure 72: Brand image – Macro Image, August 2012
                                                                                                                                                              • Figure 73: Brand image – Micro image, August 2012
                                                                                                                                                              • Figure 74: Profile of target groups, by demographics, August 2012
                                                                                                                                                              • Figure 75: Psychographic segmentation, by target groups, August 2012
                                                                                                                                                              • Figure 76: Brand usage, by target groups, August 2012
                                                                                                                                                            • Brand index
                                                                                                                                                              • Figure 77: Brand index, August 2012
                                                                                                                                                          • Appendix – Consumer Usage and Frequency

                                                                                                                                                              • Figure 78: Use of air fresheners or scented candles, by demographics, 2012
                                                                                                                                                              • Figure 79: Usage of air fresheners in the last 12 months, by demographics August 2012
                                                                                                                                                              • Figure 80: Usage of air fresheners in the last 12 months, by demographics (continued), August 2012
                                                                                                                                                              • Figure 81: Usage of air fresheners in the last 12 months, by demographics (continued), August 2012
                                                                                                                                                              • Figure 82: Usage of candle air fresheners, by room used in the home, by demographics, August 2012
                                                                                                                                                              • Figure 83: Usage of reed diffuser/scented oil air fresheners, by room used in the home, by demographics, August 2012
                                                                                                                                                              • Figure 84: Usage of spray or aerosol can air fresheners, by room used in the home, by demographics, August 2012
                                                                                                                                                              • Figure 85: Usage of plug-in air fresheners, by room used in the home, by demographics, August 2012
                                                                                                                                                              • Figure 86: Usage of solid/gel air freshener air fresheners, by room used in the home, by demographics, August 2012
                                                                                                                                                              • Figure 87: Usage of other air fresheners, by room used in the home, by demographics, August 2012
                                                                                                                                                              • Figure 88: Usage of other air fresheners, by room used in the home, by demographics (continued), August 2012
                                                                                                                                                          • Appendix – Buying Behaviour

                                                                                                                                                              • Figure 89: Agreement with statements on buying behaviour for air fresheners, by demographics August 2012
                                                                                                                                                              • Figure 90: Agreement with statements on buying behaviour for air fresheners (continued), by demographics August 2012
                                                                                                                                                              • Figure 91: Agreement with statements on buying behaviour for air fresheners (continued), by demographics August 2012
                                                                                                                                                          • Appendix – Factors Influencing Choice

                                                                                                                                                              • Figure 92: Importance of factors influencing choice of air fresheners, August 2012
                                                                                                                                                              • Figure 93: Importance of long-lasting scent on choice of air fresheners, by demographics, August 2012
                                                                                                                                                              • Figure 94: Importance of strong scent on choice of air fresheners, by demographics, August 2012
                                                                                                                                                              • Figure 95: Importance of light/subtle scent on choice of air fresheners, by demographics, August 2012
                                                                                                                                                              • Figure 96: Importance of variety of scents on choice of air fresheners, by demographics, August 2012
                                                                                                                                                              • Figure 97: Importance of being offered in dual or multi-scent on choice of air fresheners, by demographics, August 2012
                                                                                                                                                              • Figure 98: Importance of being able to adjust intensity of scent/fragrance on choice of air fresheners, by demographics, August 2012
                                                                                                                                                              • Figure 99: Importance of being able to control release of scent/fragrance on choice of air fresheners, by demographics, August 2012
                                                                                                                                                              • Figure 100: Importance of being able to eliminate strong odours on choice of air fresheners, by demographics, August 2012
                                                                                                                                                              • Figure 101: Importance of making home smell fresh on choice of air fresheners, by demographics, August 2012
                                                                                                                                                              • Figure 102: Importance of automatically detecting odours and releasing scent on choice of air fresheners, by demographics, August 2012
                                                                                                                                                              • Figure 103: Importance of natural ingredients on choice of air fresheners, by demographics, August 2012
                                                                                                                                                              • Figure 104: Importance of killing bacteria/germs on choice of air fresheners, by demographics, August 2012
                                                                                                                                                              • Figure 105: Importance of not requiring frequent replacement on choice of air fresheners, by demographics, August 2012
                                                                                                                                                          • Appendix – Attitudes Towards Air Fresheners and Air Care

                                                                                                                                                              • Figure 106: Attitudes towards air care products, by demographics, August 2012
                                                                                                                                                              • Figure 107: Attitudes towards air care products, by demographics (continued), August 2012
                                                                                                                                                              • Figure 108: Interest in air freshener products with longer-lasting scent, by demographics, August 2012
                                                                                                                                                              • Figure 109: Interest in air fresheners that eliminate odours altogether, by demographics, August 2012
                                                                                                                                                              • Figure 110: Interest in air fresheners for use on the go, by demographics, August 2012
                                                                                                                                                              • Figure 111: Interest in chemical-free air fresheners, by demographics, August 2012
                                                                                                                                                              • Figure 112: Interest in being able to get air freshener and cleaning solutions in one product, by demographics, August 2012
                                                                                                                                                              • Figure 113: Interest in cleaning products that have stronger and longer-lasting scents, by demographics, August 2012
                                                                                                                                                              • Figure 114: Interest in air fresheners that can be used in the kitchen without having to worry about them getting on food, by demographics, August 2012
                                                                                                                                                              • Figure 115: Interest in air fresheners that provide health and wellness benefits, by demographics, August 2012
                                                                                                                                                              • Figure 116: Interest in air fresheners that have anti-bacterial properties, by demographics, August 2012
                                                                                                                                                              • Figure 117: Interest in candles that self-extinguish after a set period of time, by demographics, August 2012
                                                                                                                                                              • Figure 118: Interest in candles with reusable containers, by demographics, August 2012
                                                                                                                                                          • Appendix – Target Groups

                                                                                                                                                              • Figure 119: Usage of air fresheners in the last 12 months, by target groups, August 2012
                                                                                                                                                              • Figure 120: Where air fresheners usually used in the home, by target groups, August 2012
                                                                                                                                                              • Figure 121: Agreement with statements on buying behaviour for air fresheners, by target groups, August 2012
                                                                                                                                                              • Figure 122: Factors influencing choice of air fresheners, by target groups, August 2012
                                                                                                                                                              • Figure 123: Attitudes towards air care products, by target groups, August 2012
                                                                                                                                                              • Figure 124: Interest in product attributes of air care products, by target groups, August 2012
                                                                                                                                                              • Figure 125: Attitudes towards air care products, by demographics, August 2012

                                                                                                                                                          Companies Covered

                                                                                                                                                          • Ambi Pur
                                                                                                                                                          • Argos
                                                                                                                                                          • Asda Group Ltd
                                                                                                                                                          • Cadum & IBA UK Ltd
                                                                                                                                                          • Duracell UK
                                                                                                                                                          • Facebook, Inc.
                                                                                                                                                          • Gillette UK Ltd
                                                                                                                                                          • Halfords Ltd
                                                                                                                                                          • MS George Limited
                                                                                                                                                          • Olay Company, Inc.
                                                                                                                                                          • Procter & Gamble UK & Ireland
                                                                                                                                                          • Reckitt Benckiser (UK)
                                                                                                                                                          • Reckitt Benckiser plc
                                                                                                                                                          • Robert Dyas Holdings
                                                                                                                                                          • Sara Lee (UK)
                                                                                                                                                          • Saxon Industries
                                                                                                                                                          • SC Johnson UK
                                                                                                                                                          • Tesco Plc
                                                                                                                                                          • Waitrose
                                                                                                                                                          • Wilkinson Hardware Stores Ltd

                                                                                                                                                          Air Fresheners - UK - October 2012

                                                                                                                                                          £1,995.00 (Excl.Tax)