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Air Fresheners - UK - September 2013

“Sales of air fresheners could be boosted in a number of ways, including focusing more on room specific products, the elimination of specific cooking or food smells or the provision of added functional benefits to boost health and wellness. Brand loyalty and engagement could be increased through encouraging the testing of scents in the retail environment or through creating a subscription service for refills.”

– Richard Caines, Senior Household Care Analyst

Some questions answered in this report include:

  • How can focusing on room specific products help boost sales?
  • In what ways can sales linked to eliminating odours be maximised?
  • How can the retail environment help to increase brand engagement?
  • Can the development of new functionality help drive incremental sales?
  • How do younger people present opportunities for targeting?

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Table of contents

  1. Introduction

      • Definitions
        • Abbreviations
        • Executive Summary

            • The market
              • Figure 1: Best- and worst-case forecast of UK retail value sales of air fresheners, 2008-18
            • Slowdown in market growth
              • Powered air fresheners still the biggest segment
                • Figure 2: UK retail value sales of air fresheners, % share, by sector, 2013
              • Market factors
                • More households and cars
                  • Linking a fresh home to a clean home
                    • Companies, brands and innovation
                      • Air Wick the biggest air care brand
                        • Figure 3: Brand shares in air fresheners, by value, year to June 2013
                      • Scented candles taking a bigger share of NPD
                        • Figure 4: New product launches in the UK air care market, % by product type, Jan 2009-July 13
                      • P&G accounts for over half of air care advertising
                        • The consumer
                          • Sprays most widely used products
                            • Figure 5: Usage of different types of air fresheners in the last 12 months, August 2012 and July 2013
                          • Bathroom and kitchen odours need eliminating the most frequently
                            • Figure 6: Odours people try to eliminate most frequently, July 2013
                          • Sprays mainly focused on odour elimination
                            • Figure 7: Reasons to use air fresheners in the home, by type of air freshener, July 2013
                          • Eliminating rather than masking odours
                            • Figure 8: Purchasing behaviour when buying air fresheners, July 2013
                          • Interest in a range of added benefits
                            • Figure 9: Interest in new product attributes or formats for air fresheners, July 2013
                          • What we think
                          • Issues in the Market

                              • How can focusing on room specific products help boost sales?
                                • In what ways can sales linked to eliminating odours be maximised?
                                  • How can the retail environment help to increase brand engagement?
                                    • Can the development of new functionality help drive incremental sales?
                                      • How do younger people present opportunities for targeting?
                                      • Trend Application

                                          • Trend: Extend My Brand
                                            • Trend: Make That Mine
                                              • Mintel Futures: Generation Next
                                              • Market Drivers

                                                • Key points
                                                  • More homes in need of freshening
                                                    • Figure 10: UK households, by size, 2008-18
                                                  • Toilets home to air fresheners
                                                    • Figure 11: Number of toilets in home, June 2012
                                                  • Targeting an ageing population
                                                    • Figure 12: Trends in the age structure of the UK population, 2008-18
                                                  • A clean home is a fresh smelling home
                                                    • Figure 13: Attitudes towards household cleaning, November 2012
                                                  • Pet ownership and cooking drive need for odour elimination
                                                    • Figure 14: Agreement with the statement ‘I have pets in my home’, by age, December 2012
                                                  • Room for growth in car fresheners
                                                    • Figure 15: Numbers of car sales and the UK car parc, 2008-12
                                                • Who’s Innovating?

                                                  • Key points
                                                    • Candles increase share of NPD activity
                                                      • Figure 16: New product launches in the UK air care market, %, by product type, Jan 2009-July13
                                                    • Supermarkets the main source of new launch activity
                                                      • Figure 17: New product launches in the UK air care market, % share, by own-label/branded, Jan 2009-July 2013
                                                      • Figure 18: New product launches in the UK air care market, % share, by company, Jan 2009-July 2013
                                                    • Odour neutralising tops new launch claims
                                                      • Figure 19: New product launches in the UK air care market, % share, by claim, Jan 2009-July 2013
                                                    • Fruity fragrances dominate fragrance innovation
                                                      • Figure 20: New product launches in the UK air care market, % share, by fragrance component group, Jan 2009-July 2013
                                                    • New varieties and range extensions dominate
                                                      • Figure 21: New product launches in the UK air care market, % share, by launch type, Jan 2009-July 2013
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Steep decline in rate of market growth
                                                        • Figure 22: UK retail value sales and forecast of air fresheners and air care products, 2008-18
                                                      • The future
                                                        • Figure 23: Best- and worst-case forecast of UK sales of air fresheners and air care products, 2008-18
                                                      • Forecast methodology
                                                      • Segment Performance

                                                        • Key points
                                                          • Scented candles continue to drive growth
                                                            • Figure 24: UK retail value sales of air fresheners and air care products, by segment, 2011-13
                                                        • Market Share

                                                          • Key points
                                                            • Air Wick leads air care market
                                                              • Figure 25: Brand shares in air fresheners and air care, by value, year to June, 2012 and 2013
                                                            • Ambi Pur boosted by new range of plug-ins
                                                              • Figure 26: Brand shares in continuous electric air care, by value, year to June 2012 and 2013
                                                            • Top two brands gain market share in continuous non-electric
                                                              • Figure 27: Brand shares in continuous non-electric air care, by value, year to June 2012 and 2013
                                                            • Increased competition in scented candles
                                                              • Figure 28: Brand shares in scented candles, by value, year to June, 2012 and 2013
                                                            • Febreze increases lead in aerosols
                                                              • Figure 29: Brand shares in aerosols air care, by value, year to June 2012 and 2013
                                                          • Companies and Products

                                                            • Reckitt Benckiser (Air Wick, Dettol)
                                                                • Figure 30: New product launches by RB in the UK air fresheners and air care market, October 2012-July 2013
                                                                • Figure 31: Main media advertising expenditure on air fresheners/fragrances, by Reckitt Benckiser, 2012
                                                              • Procter & Gamble (Ambi Pur, Febreze)
                                                                  • Figure 32: New product launches by P&G in the UK air fresheners and air care market, October 2012-July 2013
                                                                  • Figure 33: Main media advertising expenditure on air fresheners/fragrances, by P&G, 2012
                                                                • SC Johnson (Glade, Oust)
                                                                    • Figure 34: New product launches by SC Johnson in the UK air fresheners and air care market, October 2012-July 2013
                                                                    • Figure 35: Main media advertising expenditure on air fresheners/fragrances, by SC Johnson, 2012
                                                                  • Other companies and brands
                                                                    • Spotless Group
                                                                      • Holt Lloyd
                                                                        • MS George
                                                                          • Figure 36: New product launches by MS George in the UK air fresheners and air care market, October 2012-June 2013
                                                                        • Saxon Industries
                                                                          • Yankee
                                                                            • Shearer
                                                                            • Brand Communication and Promotion

                                                                              • Key points
                                                                                • Decline in total 2012 advertising
                                                                                  • Figure 37: Main media advertising expenditure on air fresheners/fragrances*, Jan 2009-July 2013
                                                                                • P&G the biggest advertiser in air care
                                                                                  • Figure 38: Main media advertising expenditure on air fresheners/fragrances*, by advertiser, Jan 2009-July 2013
                                                                                • Frebreze fabric refresher the leading campaign
                                                                                  • Figure 39: Main media advertising expenditure on air fresheners/fragrances, by top ten brands, 2012
                                                                                • TV dominates air care advertising campaigns
                                                                                  • Figure 40: Main media advertising expenditure on air fresheners/fragrances*, % share, by media type, 2009-13
                                                                              • Channels to Market

                                                                                • Key points
                                                                                  • Grocery multiples dominate sales
                                                                                    • Figure 41: UK retail value sales of air fresheners and air care products, by outlet type, 2011-13
                                                                                • Product Usage and Buying

                                                                                  • Key points
                                                                                    • Vast majority use air fresheners in homes
                                                                                      • Figure 42: Usage of different types of air fresheners in the last 12 months, July 2013
                                                                                    • Aerosols and scented candles most widely used
                                                                                      • Figure 43: Usage of different types of air fresheners in the last 12 months, August 2012 and July 2013
                                                                                      • Figure 44: Example of innovative plug in packaging, Thailand, 2012
                                                                                    • A fifth of people use five or more product types
                                                                                      • Figure 45: Number of different types of air fresheners used in last 12 months, July 2013
                                                                                    • Living rooms and bathrooms the biggest focus for air care
                                                                                      • Figure 46: Rooms where different types of air fresheners used, July 2013
                                                                                      • Figure 47: Number of different types of air fresheners used in last 12 months in particular rooms, July 2013
                                                                                    • Three quarters are buyers of air fresheners
                                                                                      • Figure 48: Purchasing of air fresheners in the last 12 months, by gender and age, July 2013
                                                                                  • Elimination of Odours

                                                                                    • Key points
                                                                                      • Air fresheners most used for the kitchen and bathroom
                                                                                        • Figure 49: Odours people try to eliminate most frequently, July 2013
                                                                                      • Eliminating odours outside the kitchen or bathroom remains low
                                                                                        • Large households most likely to remove a wider range of odours
                                                                                          • Figure 50: Odours people try to eliminate most frequently, by household size, July 2013
                                                                                        • Young parents can be reached via parenting websites
                                                                                        • Reasons for Using Air Fresheners

                                                                                          • Key points
                                                                                            • Sprays mainly focused on odour elimination
                                                                                              • Figure 51: Ways air fresheners used in the home, by type of air freshener, July 2013
                                                                                            • Scented candles add to room environment
                                                                                              • Powered air fresheners are more about air quality
                                                                                              • Buying Behaviour

                                                                                                • Key points
                                                                                                  • Three in four look to eliminate odour
                                                                                                    • Figure 52: Purchasing behaviour when buying air fresheners, July 2013
                                                                                                  • Refill subscriptions can target brand loyalty
                                                                                                    • Themed packaging can boost seasonal scents
                                                                                                      • Women more likely to make purchasing decisions based on scent
                                                                                                      • Interest in New Product Attributes and Formats

                                                                                                        • Key points
                                                                                                          • Strong interest in improving air quality through odour elimination
                                                                                                            • Figure 53: Interest in new product attributes or formats for air fresheners, July 2013
                                                                                                          • Extending the functionality of air fresheners
                                                                                                            • From air care to health and wellness
                                                                                                              • Delivery of scent to more areas of the home
                                                                                                              • Appendix – Market Size and Forecast

                                                                                                                  • Figure 54: Best- and worst-case forecast for UK retail sales of air fresheners, at current prices, 2013-18
                                                                                                                  • Figure 55: Unit sales of air fresheners, by segment, 2011 and 202
                                                                                                              • Appendix – Product Usage and Buying

                                                                                                                  • Figure 56: Usage of different types of air fresheners in the last 12 months, July 2013
                                                                                                                  • Figure 57: Number of different types of air fresheners used in the last 12 months, July 2013
                                                                                                                  • Figure 58: Usage of different types of air fresheners in the last 12 months, by number of different types of air fresheners used in the last 12 months, July 2013
                                                                                                                  • Figure 59: Rooms where different types of air fresheners used, July 2013
                                                                                                                  • Figure 60: Rooms where different types of air fresheners used (continued), July 2013
                                                                                                                  • Figure 61: Number of different types air fresheners used in bathrooms, July 2013
                                                                                                                  • Figure 62: Number of different types of air fresheners used in living or family rooms, July 2013
                                                                                                                  • Figure 63: Number of different types of air fresheners used in bedrooms, July 2013
                                                                                                                  • Figure 64: Number of different air fresheners used in adult bedrooms, July 2013
                                                                                                                  • Figure 65: Purchasing of air fresheners in the last 12 months, July 2013
                                                                                                                  • Figure 66: Usage of different types of air fresheners in the last 12 months, by demographics, July 2013
                                                                                                                  • Figure 67: Usage of different types of air fresheners in the last 12 months, by demographics, July 2013 (continued)
                                                                                                                  • Figure 68: Usage of different types of air fresheners in the last 12 months, by demographics, July 2013 (continued)
                                                                                                                  • Figure 69: Number of different types of air fresheners used in the last 12 months, by demographics, July 2013
                                                                                                                  • Figure 70: Rooms where air fresheners used in last 12 months, by demographics, July 2013
                                                                                                                  • Figure 71: Rooms where air fresheners used in the last 12 months, by demographics, July 2013 (continued)
                                                                                                                  • Figure 72: Rooms where sprays/aerosols used in last 12 months, by demographics, July 2013
                                                                                                                  • Figure 73: Rooms where sprays/aerosols used in the last 12 months, by demographics, July 2013 (continued)
                                                                                                                  • Figure 74: Rooms where plug-ins used in the last 12 months, by demographics, July 2013
                                                                                                                  • Figure 75: Rooms where plug-ins used in the last 12 months, by demographic, July 2013 (continued),
                                                                                                                  • Figure 76: Rooms where battery operated stand-alone sprays used in the last 12 months, by demographics, July 2013
                                                                                                                  • Figure 77: Rooms where battery operated stand-alone sprays used in the last 12 months, by demographics, July 2013 (continued)
                                                                                                                  • Figure 78: Rooms where non-powered stand-alone sprays used in the last 12 months, by demographics, July 2013
                                                                                                                  • Figure 79: Rooms where non-powered stand-alone sprays used in the last 12 months, by demographics, July 2013 (continued)
                                                                                                                  • Figure 80: Rooms where solid/gel air fresheners used in the last 12 months, by demographics, July 2013
                                                                                                                  • Figure 81: Rooms where solid/gel air fresheners used in the last 12 months, by demographic, July 2013 (continued)
                                                                                                                  • Figure 82: Rooms where scented candles used in last 12 months, by demographics, July 2013
                                                                                                                  • Figure 83: Rooms where scented candles used in the last 12 months, by demographics, July 2013 (continued)
                                                                                                                  • Figure 84: Rooms where incense used in the last 12 months, by demographics, July 2013
                                                                                                                  • Figure 85: Rooms where incense used in the last 12 months, by demographics, July 2013 (continued)
                                                                                                                  • Figure 86: Rooms where reed diffusers/scented oils used in last 12 months, by demographics, July 2013
                                                                                                                  • Figure 87: Rooms where reed diffusers/scented oils used in the last 12 months, by demographics, July 2013 (continued)
                                                                                                                  • Figure 88: Rooms where potpourri used in the last 12 months, by demographics, July 2013
                                                                                                                  • Figure 89: Rooms where potpourri used in the last 12 months, by demographics, July 2013 (continued)
                                                                                                                  • Figure 90: Where fabric fresheners/refresher used in the last 12 months, by demographics, July 2013
                                                                                                                  • Figure 91: Where fabric fresheners/refresher used in the last 12 months, by demographics, July 2013 (continued)
                                                                                                                  • Figure 92: Number of different types of air freshener used in the bathroom in the last 12 months, by demographics, July 2013
                                                                                                                  • Figure 93: Number of different air fresheners used in the living or family room in the last 12 months, by demographics, July 2013
                                                                                                                  • Figure 94: Number of different types of air freshener used in the bedroom in the last 12 months, by demographics, July 2013
                                                                                                                  • Figure 95: Number of different types of air fresheners used in adult bedrooms, by demographics, July 2013
                                                                                                                  • Figure 96: Purchasing of air fresheners in the last 12 months, by demographics, July 2013
                                                                                                              • Appendix – Elimination of Odours

                                                                                                                  • Figure 97: Odours people try to eliminate most frequently, July 2013
                                                                                                                  • Figure 98: Odours people try to eliminate most frequently, by demographics, July 2013
                                                                                                                  • Figure 99: Odours people try to eliminate most frequently, by demographics, July 2013 (continued)
                                                                                                              • Appendix – Reasons for Using Air Fresheners

                                                                                                                  • Figure 100: Usage of air fresheners in the home, July 2013
                                                                                                                  • Figure 101: Usage of air fresheners in the home – Use mainly when I smell a bad odour, by demographics, July 2013
                                                                                                                  • Figure 102: Usage of air fresheners in the home – Use to prepare for guests coming over, by demographics, July 2013
                                                                                                                  • Figure 103: Usage of air fresheners in the home – Use to add seasonal scents to my home, by demographics, July 2013
                                                                                                                  • Figure 104: Usage of air fresheners in the home – Use to improve air quality in my home, by demographics, July 2013
                                                                                                                  • Figure 105: Usage of air fresheners in the home – Use different scents for different rooms in my home, by demographics, July 2013
                                                                                                                  • Figure 106: Usage of air fresheners in the home – Use to add extra freshness after cleaning my home, by demographics, July 2013
                                                                                                                  • Figure 107: Usage of air fresheners in the home – Use in specific areas of the home that are more prone to bad odours, by demographics, July 2013
                                                                                                                  • Figure 108: Usage of air fresheners in the home – Use to create a more pleasant or relaxing room environment, by demographics, July 2013
                                                                                                              • Appendix – Buying Behaviour

                                                                                                                  • Figure 109: Purchasing behaviour when buying air fresheners, July 2013
                                                                                                                  • Figure 110: Purchasing behaviour when always buy the same brand vs buy whatever brand is on special offer and buy branded vs buy own-branded products, by demographics, July 2013
                                                                                                                  • Figure 111: Purchasing behaviour when buy in bulk vs buy small packs and buy light/subtle fragrances vs buy strong fragrances, by demographics, July 2013
                                                                                                                  • Figure 112: Purchasing behaviour when stick to the same fragrance vs try different fragrances and buy for a specific room vs Buy for general use around home, by demographics, July 2013
                                                                                                                  • Figure 113: Purchasing behaviour when buy to eliminate odours vs buy to mask odours and buy refills vs buy completely new device, by demographics, July 2013
                                                                                                                  • Figure 114: Purchasing behaviour when buy seasonal scents vs Buy all-year-round scents and buy based on price vs Buy based on fragrance, by demographics, July 2013
                                                                                                              • Appendix – Interest in New Product Attributes and Formats

                                                                                                                  • Figure 115: Interest in new product attributes or formats for air fresheners, July 2013
                                                                                                                  • Figure 116: Interest in new product attributes or formats for air fresheners – Products that improve the air quality in my home, by demographics, July 2013
                                                                                                                  • Figure 117: Interest in new product attributes or formats for air fresheners – Products that repel bugs and other pests, by demographics, July 2013
                                                                                                                  • Figure 118: Interest in new product attributes or formats for air fresheners – Products with anti-bacterial properties, by demographics, July 2013
                                                                                                                  • Figure 119: Interest in new product attributes or formats for air fresheners – Devices that detect the source of odours, by demographics, July 2013
                                                                                                                  • Figure 120: Interest in new product attributes or formats for air fresheners – Products that eliminate a higher percentage of odours, by demographics, July 2013
                                                                                                                  • Figure 121: Interest in new product attributes or formats for air fresheners – A product that changes colour when it needs to be replaced or a refill is needed, by demographics, July 2013
                                                                                                                  • Figure 122: Interest in new product attributes or formats for air fresheners – Products that contain more natural ingredients, by demographics, July 2013
                                                                                                                  • Figure 123: Interest in new product attributes or formats for air fresheners – Products that deliver relaxation/sleeping benefits, by demographics, July 2013
                                                                                                                  • Figure 124: Interest in new product attributes or formats for air fresheners – Products that help alleviate allergies, by demographics, July 2013
                                                                                                                  • Figure 125: Interest in new product attributes or formats for air fresheners – Products that I can use in conjunction with other household appliances, by demographics, July 2013
                                                                                                                  • Figure 126: Interest in new product attributes or formats for air fresheners – Products where you can customise/build your own scents, by demographics, July 2013
                                                                                                                  • Figure 127: Interest in new product attributes or formats for air fresheners – Scented cleaning tools that have air freshener scents built into them, by demographics, July 2013
                                                                                                                  • Figure 128: Interest in new product attributes or formats for air fresheners – Scented inserts that can be placed between the sheets/mattress to keep the bed smelling fresh, by demographics, July 2013

                                                                                                              Companies Covered

                                                                                                              • Ambi Pur
                                                                                                              • Argos
                                                                                                              • Asda Group Ltd
                                                                                                              • Facebook, Inc.
                                                                                                              • Halfords Ltd
                                                                                                              • Holt Lloyd International
                                                                                                              • Procter & Gamble Company (The)
                                                                                                              • Procter & Gamble UK & Ireland
                                                                                                              • Reckitt Benckiser (UK)
                                                                                                              • Reckitt Benckiser plc
                                                                                                              • Sara Lee (UK)
                                                                                                              • Saxon Industries
                                                                                                              • SC Johnson UK
                                                                                                              • Tesco Plc
                                                                                                              • Twitter, Inc.
                                                                                                              • Yankee Candle Company Inc., The

                                                                                                              Air Fresheners - UK - September 2013

                                                                                                              £1,995.00 (Excl.Tax)