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Air Fresheners - US - December 2009

Like others, the market for air fresheners has seen sales reverse from the growth trend experienced prior to 2008. The economic recession has created a challenge to manufacturers as consumers cut back on spending on non-essentials including air fresheners. Opportunities for growth as the economy climbs out of the recession exist because many consumers have merely cut back on spending on air fresheners, but have not stopped purchasing them altogether. This behavior reflects the importance of air fresheners in American homes.

This report uses sales data and analyzes new product introductions to identify:

  • How home décor air fresheners are migrating from the home décor section to the general air fresheners aisle thanks to new, upscale product lines
  • How the drive toward green products is affecting individual segment sales differently
  • Which brands are growing sales even in a down economy and how new products are adding technology to delivery systems
  • Why Hispanics and blacks can help drive air freshener sales and why Asians represent a challenge to the market even with their growing population numbers
  • Which demographic groups have increased or decreased their spending on air fresheners and why
  • How scent preferences have changed and how this is related to odor-neutralizing products

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising videos
                • Abbreviations and terms
                • Executive Summary

                  • Cutting down but not cutting out completely
                    • Affordable luxuries in down economy
                      • Mixed results for air freshener segments
                        • Mass market décor air fresheners migrate into aircare aisle in FDMx
                          • Unemployment and falling HH incomes challenge the industry
                            • Nesting drives sales of high-end air fresheners
                              • Concern over synthetic fragrances deters some consumers
                                • Blacks and Hispanics help drive growth
                                  • Major manufacturers see sales decline…
                                    • …but new product introductions stay strong in the recession
                                      • Price is not everything even to consumers on a budget
                                        • Two top home air freshener manufacturers see sales decline
                                          • Car-Freshner Corp. continues to grow with its Little Trees brand
                                            • Chesapeake Bay Candle grows its market share in potpourri/sachets
                                              • Innovators add high-tech and safe, decorative features
                                                • More control of scents in the car
                                                  • Sprays and candles are most used by respondents
                                                    • Women use scent to alter home environment; men kill odors
                                                      • Race/Hispanic origin affect usage, purpose, and place of purchase
                                                      • Insights and Opportunities

                                                        • Herbs for spring and summer cater to gourmands
                                                          • Many people worry about air fresheners irritating allergies and asthma—so how about more “clean” products?
                                                            • Healthy for your body and mind; superfruits and green tea migrate into fragrance
                                                            • Inspire Insights

                                                                • Home of the Senses
                                                                  • What's it about?
                                                                    • What we've seen
                                                                      • Specifics
                                                                        • Implications
                                                                          • Greening of Home Care
                                                                            • What's it about?
                                                                              • What we've seen
                                                                                • Specifics
                                                                                  • Implications
                                                                                  • Market Size and Forecast

                                                                                    • Key points
                                                                                      • For some a simple luxury, for others a means to cut household budgets
                                                                                        • Figure 1: FDMx sales of air fresheners, at current prices, 2004-14
                                                                                        • Figure 2: FDMx sales of air fresheners, at inflation-adjusted prices, 2004-14
                                                                                        • Figure 3: FDMx price per unit of air fresheners, 2004-09
                                                                                      • Walmart sales
                                                                                      • Competitive Context

                                                                                        • Walmart and specialty stores squeezing other FDM retailers
                                                                                          • Figure 4: Where air fresheners are always/usually purchased, September 2009
                                                                                        • Competition from candles
                                                                                          • Figure 5: FDMx sales of candles and air fresheners, 2004-09
                                                                                        • New product introductions not deterred by the recession
                                                                                          • Figure 6: New air freshener products, by segment, 2007 and 2009
                                                                                        • Covering odors versus eliminating odors
                                                                                        • Overall Segment Performance

                                                                                          • Key points
                                                                                            • Home and automobile air fresheners falter
                                                                                              • Potpourri and sachets benefit from demand for natural products
                                                                                                • Figure 7: FDMx sales of air fresheners, by segment, 2007 and 2009
                                                                                                • Figure 8: FDMx price per volume of air fresheners, by segment, 2004-09
                                                                                            • Segment Performance—Home Air Fresheners

                                                                                              • Key points
                                                                                                • Gains made from 2004-07 largely erased
                                                                                                  • Figure 9: FDMx sales and forecast of home air fresheners, at current prices, 2004-14
                                                                                              • Segment Performance—Automobile Air Fresheners

                                                                                                • Key points
                                                                                                  • Long-term downward trend
                                                                                                    • Figure 10: FDMx sales and forecast of automobile air fresheners, at current prices, 2004-14
                                                                                                • Segment Performance—Potpourri/Sachets

                                                                                                  • Key points
                                                                                                    • Positioning as natural and safer alternative to chemical air fresheners and candles drives sales
                                                                                                      • Figure 11: FDMx sales and forecast of potpourri/sachets, at current prices, 2004-14
                                                                                                  • Retail Channels

                                                                                                    • Key points
                                                                                                      • Food stores continue to lose sales to other FDMx
                                                                                                        • Figure 12: FDMx sales of air fresheners, by retail channel, 2007 and 2009
                                                                                                        • Figure 13: Price per unit for FDMx air fresheners, by retail channel, 2004-08
                                                                                                      • Companies with the largest number of new products
                                                                                                        • Figure 14: New U.S. introductions of air fresheners and deodorizers, by company, 2007 and 2009
                                                                                                    • Retail Channels—Food Stores

                                                                                                      • Key points
                                                                                                        • Food store sales declines begin just prior to economic recession
                                                                                                          • Figure 15: FDMx sales of air fresheners through food stores, 2004-09
                                                                                                      • Retail Channels—Other FDMx

                                                                                                        • Key points
                                                                                                          • Strong sales growth falters as consumers migrate to Walmart
                                                                                                            • Mass market décor air fresheners migrate into aircare aisle in FDMx
                                                                                                              • Seeing spots at Target
                                                                                                                • Figure 16: FDMx sales of air fresheners through other FDMx, 2004-09
                                                                                                            • Market Drivers

                                                                                                              • Unemployment and falling HH incomes challenge the industry
                                                                                                                • Figure 17: Median household income in inflation-adjusted dollars, 1998-2008
                                                                                                                • Figure 18: Reasons for reduced spending on air fresheners in past year, September 2009
                                                                                                              • Nesting drives sales of high-end air fresheners
                                                                                                                • Concern about safety
                                                                                                                  • Germophobia as H1N1 spreads
                                                                                                                    • Figure 19: FDMx sales of spray disinfectants and hand sanitizers, 2004-08
                                                                                                                  • Blacks and Hispanics help drive growth
                                                                                                                    • Figure 20: Usage of air fresheners, by race/Hispanic origin February 2008-March 2009
                                                                                                                    • Figure 21: Population, by race and Hispanic origin, 2004-14
                                                                                                                • Leading Companies

                                                                                                                  • Key points
                                                                                                                    • Major manufacturers see sales decline
                                                                                                                      • Price is not everything even to consumers on a budget
                                                                                                                        • Figure 22: FDMx sales of leading air freshener products companies, 2008 and 2009
                                                                                                                    • Brand Share—Home Air Fresheners

                                                                                                                      • Key points
                                                                                                                        • SC Johnson and Reckitt Benckiser go high-tech but overall post losses
                                                                                                                          • Dial Corporation relies on lower-priced passive delivery systems for growth
                                                                                                                            • Febreze Home Collection shows décor’s importance
                                                                                                                              • Figure 23: FDMx brand sales of home air fresheners in the U.S., 2008 and 2009
                                                                                                                          • Brand Share—Car Air Fresheners

                                                                                                                            • Key points
                                                                                                                              • Little Trees remains leader while others rise and fall
                                                                                                                                • New products give consumers control over scent and mood in the car
                                                                                                                                  • Figure 24: FDMx brand sales of automobile air fresheners the U.S., 2008 and 2009
                                                                                                                              • Brand Share—Potpourri/Sachets

                                                                                                                                • Key points
                                                                                                                                  • Fragmented segment with no main player
                                                                                                                                    • Figure 25: FDMx brand sales of potpourri/sachets in the U.S., 2008 and 2009
                                                                                                                                • Brand Qualities

                                                                                                                                  • Clean and green court consumers wary of synthetic fragrances
                                                                                                                                    • Figure 26: FDMx sales of selected natural brands of air fresheners, 2006-09
                                                                                                                                • Innovation and Innovators

                                                                                                                                    • Figure 27: New product claims, 2007 and 2009
                                                                                                                                  • Automated dispensing
                                                                                                                                    • Luminary; taking the flameless candle one step further
                                                                                                                                      • Adjustable scents for car
                                                                                                                                        • Portability allows for air freshener use anywhere
                                                                                                                                        • Advertising and Promotion

                                                                                                                                          • Overview
                                                                                                                                            • Figure 28: Selected air freshener, fabric refreshers, and candle brands media spending, 2007 and 2008
                                                                                                                                          • Convenience and making life easier
                                                                                                                                            • Figure 29: Air Wick FreshMatic Mini, 2009
                                                                                                                                            • Figure 30: Air Wick FreshMatic Ultra, 2009
                                                                                                                                          • Embarrassment as a marketing tool
                                                                                                                                            • Figure 31: Febreze (Multi-Products), 2009
                                                                                                                                          • Safety
                                                                                                                                            • Figure 32: Febreze Flameless Luminaries, 2009
                                                                                                                                          • Humor
                                                                                                                                            • Figure 33: Glade Sense & Spray, 2009
                                                                                                                                          • Individuality
                                                                                                                                            • Figure 34: Renuzit Crystal Elements, 2009
                                                                                                                                        • Usage of Air Fresheners

                                                                                                                                          • Key points
                                                                                                                                            • Stagnant usage incidence over time
                                                                                                                                              • Figure 35: Trended usage of air fresheners, 2000/01-2008/09
                                                                                                                                            • Usage by type
                                                                                                                                              • Figure 36: Usage of air freshener, by type, September 2009
                                                                                                                                              • Figure 37: Types of air fresheners used, by gender, September 2009
                                                                                                                                            • Where in the home air fresheners are used
                                                                                                                                              • Figure 38: Where air fresheners are used in the home, by type of air fresheners, September 2008
                                                                                                                                            • Reasons for air freshener usage
                                                                                                                                              • Figure 39: Reasons for air freshener usage, by type of air fresheners (1), September 2008
                                                                                                                                              • Figure 40: Reasons for air freshener usage, by type of air fresheners (2), September 2008
                                                                                                                                          • Attitudes

                                                                                                                                            • Key points
                                                                                                                                              • Attitudes towards air fresheners
                                                                                                                                                  • Figure 41: Attitudes towards and preferences for air fresheners, by gender, September 2009
                                                                                                                                                • What influences purchase of air fresheners
                                                                                                                                                  • Figure 42: Attributes that prompt purchasing of air fresheners, by age, September 2009
                                                                                                                                                • Reasons for reduced spending on air fresheners
                                                                                                                                                  • Figure 43: Reasons for reduced spending on air fresheners, by age, September 2009
                                                                                                                                                • Reasons for increased spending on air fresheners
                                                                                                                                                  • Figure 44: Reasons for increased spending on air fresheners, by age, September 2009
                                                                                                                                              • Where You Shop

                                                                                                                                                • Key points
                                                                                                                                                  • Walmart is preferred place of purchase
                                                                                                                                                    • Figure 45: Where air fresheners are purchased, summary of always/usually, September 2009
                                                                                                                                                • Scents

                                                                                                                                                  • Key points
                                                                                                                                                    • Fresh is in
                                                                                                                                                      • Figure 46: Air freshener scents used most frequently, by presence of children in the household, September 2009
                                                                                                                                                  • Brands Used

                                                                                                                                                    • Key points
                                                                                                                                                      • Febreze and Glade used by more than two in five respondents
                                                                                                                                                        • Figure 47: Brand of air freshener used, by type, February 2008-March 2009
                                                                                                                                                    • Race and Hispanic Origin

                                                                                                                                                      • Key points
                                                                                                                                                        • Overall usage varies by race/Hispanic origin
                                                                                                                                                          • Figure 48: Usage of air fresheners, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                          • Figure 49: Types of air fresheners used, by race/Hispanic origin, September 2009
                                                                                                                                                          • Figure 50: Attitudes towards and preferences for air fresheners, by race/Hispanic origin, September 2009
                                                                                                                                                          • Figure 51: Where air fresheners are purchased, summary of always/usually, by race/Hispanic origin, September 2009
                                                                                                                                                          • Figure 52: Air freshener scents used most frequently, by race/Hispanic origin, September 2009
                                                                                                                                                      • Cluster Analysis

                                                                                                                                                          • Air Maximizers
                                                                                                                                                            • Who they are
                                                                                                                                                              • Opportunity
                                                                                                                                                                • Fresh Air on a Budget
                                                                                                                                                                  • Who they are
                                                                                                                                                                    • Opportunity
                                                                                                                                                                      • Stale Air
                                                                                                                                                                        • Who they are
                                                                                                                                                                          • Opportunity
                                                                                                                                                                            • Characteristic tables:
                                                                                                                                                                              • Figure 53: Air freshener clusters, September 2009
                                                                                                                                                                              • Figure 54: Usage of air fresheners, by type, by air freshener clusters, September 2009
                                                                                                                                                                              • Figure 55: Attitudes toward and preferences for air fresheners, by air freshener clusters, September 2009
                                                                                                                                                                              • Figure 56: Attributes that prompt purchasing of air fresheners, by air freshener clusters, September 2009
                                                                                                                                                                              • Figure 57: Where air fresheners are purchased, by air freshener clusters, September 2009
                                                                                                                                                                              • Figure 58: Air freshener scents used most frequently, by air freshener clusters, September 2009
                                                                                                                                                                              • Figure 59: Reasons for reduced spending on air fresheners, by air freshener clusters, September 2009
                                                                                                                                                                              • Figure 60: Reasons for increased spending on air fresheners, by air freshener clusters, September 2009
                                                                                                                                                                            • Demographic tables:
                                                                                                                                                                              • Figure 61: Air freshener clusters, by gender, September 2009
                                                                                                                                                                              • Figure 62: Air freshener clusters, by age, September 2009
                                                                                                                                                                              • Figure 63: Air freshener clusters, by household income group, September 2009
                                                                                                                                                                              • Figure 64: Air freshener clusters, by race, September 2009
                                                                                                                                                                              • Figure 65: Air freshener clusters, by Hispanic origin, September 2009
                                                                                                                                                                            • Cluster methodology:
                                                                                                                                                                            • Custom Consumer Groups

                                                                                                                                                                              • Gender and presence of children affect product choices and attitudes
                                                                                                                                                                                  • Figure 66: Usage of air fresheners, by type, use regularly, by gender and presence of children in the household, September 2009
                                                                                                                                                                                  • Figure 67: Air freshener scents used most frequently, by gender and presence of children in the household, September 2009
                                                                                                                                                                                  • Figure 68: Attitudes toward and preferences for air fresheners, by gender and presence of children, September 2009
                                                                                                                                                                                  • Figure 69: Attributes that prompt purchasing of air fresheners, by gender and presence of children in the household, September 2009
                                                                                                                                                                                  • Figure 70: Where air fresheners are purchased, summary of always/usually, by gender and presence of children in the household, September 2009
                                                                                                                                                                              • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                  • Overview of air fresheners
                                                                                                                                                                                    • Home air fresheners
                                                                                                                                                                                      • Consumer insights on key purchase measures—home air fresheners
                                                                                                                                                                                        • Brand map
                                                                                                                                                                                          • Figure 71: Brand map, selected brands of home air fresheners, buying rate, by household penetration, 2008*
                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                            • Figure 72: Key purchase measures for the top brands of home air fresheners, by household penetration, 2008*
                                                                                                                                                                                          • Auto air fresheners
                                                                                                                                                                                            • Consumer insights on key purchase measures—auto air fresheners
                                                                                                                                                                                              • Brand map
                                                                                                                                                                                                • Figure 73: Brand map, selected brands of auto air fresheners, buying rate, by household penetration, 2008*
                                                                                                                                                                                              • Brand leader characteristics
                                                                                                                                                                                                • Key purchase measures
                                                                                                                                                                                                  • Figure 74: Key purchase measures for the top brands of auto air fresheners, by household penetration, 2008*
                                                                                                                                                                                              • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                • Usage
                                                                                                                                                                                                  • Figure 75: Types of air fresheners used, summary of use regularly, by presence of children in household, September 2009
                                                                                                                                                                                                  • Figure 76: Types of air fresheners used, summary of use regularly, by age, September 2009
                                                                                                                                                                                                • Place of purchase
                                                                                                                                                                                                  • Figure 77: Where air fresheners are purchased, summary of always/usually, by presence of children in the household, September 2009
                                                                                                                                                                                                • Scents
                                                                                                                                                                                                  • Figure 78: Air freshener scents used most frequently, by gender, September 2009
                                                                                                                                                                                                • Attitudes toward and preferences for air fresheners
                                                                                                                                                                                                  • Figure 79: Attitudes towards and preferences for air fresheners, by presence of children in household, September 2009
                                                                                                                                                                                                  • Figure 80: Attitudes towards and preferences for air fresheners, by age, September 2009
                                                                                                                                                                                                • What influences purchase of air fresheners
                                                                                                                                                                                                  • Figure 81: Attributes that prompt purchasing of air fresheners, by gender, September 2009
                                                                                                                                                                                                • Brands used
                                                                                                                                                                                                  • Figure 82: Brands of air fresheners used, by presence of children in the household, February 2008-March 2009
                                                                                                                                                                                                  • Figure 83: Brands of air fresheners used, by race/Hispanic origin, February 2008-March 2009
                                                                                                                                                                                              • Appendix: Trade Associations

                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                • American Lung Association (ALA)
                                                                                                                                                                                                • Avon USA
                                                                                                                                                                                                • Bath & Body Works
                                                                                                                                                                                                • Beaumont Products
                                                                                                                                                                                                • Bed Bath & Beyond Inc
                                                                                                                                                                                                • Car-Freshner Corp
                                                                                                                                                                                                • Chemical Sources Association
                                                                                                                                                                                                • Chesapeake Corporation
                                                                                                                                                                                                • Church & Dwight Co. Inc
                                                                                                                                                                                                • Clorox Company , The
                                                                                                                                                                                                • Crate & Barrel
                                                                                                                                                                                                • Dial Corporation, The
                                                                                                                                                                                                • Ecover Inc.
                                                                                                                                                                                                • Food and Drug Administration
                                                                                                                                                                                                • Fragrance Materials Association of the U.S.
                                                                                                                                                                                                • Frontier Natural Products Co-Op
                                                                                                                                                                                                • Gallup Organization, The
                                                                                                                                                                                                • Greenfield Online
                                                                                                                                                                                                • Henkel Corporation
                                                                                                                                                                                                • Home Depot (USA)
                                                                                                                                                                                                • Homedics, Inc.
                                                                                                                                                                                                • L'Occitane Ltd
                                                                                                                                                                                                • Lancaster Colony Corporation
                                                                                                                                                                                                • Medo Industries Inc.
                                                                                                                                                                                                • Method Products, Inc.
                                                                                                                                                                                                • MySpace.com
                                                                                                                                                                                                • National Candle Association
                                                                                                                                                                                                • Nintendo of America Inc.
                                                                                                                                                                                                • Pier 1 Imports, Inc
                                                                                                                                                                                                • Pottery Barn
                                                                                                                                                                                                • Procter & Gamble Company (The)
                                                                                                                                                                                                • Procter & Gamble USA
                                                                                                                                                                                                • Reckitt Benckiser USA
                                                                                                                                                                                                • Royal Dutch/Shell Group
                                                                                                                                                                                                • S.C. Johnson & Son, Inc.
                                                                                                                                                                                                • Sara Lee Corporation
                                                                                                                                                                                                • Seventh Generation Inc.
                                                                                                                                                                                                • Social Security Administration
                                                                                                                                                                                                • Target Corporation
                                                                                                                                                                                                • The Body Shop - Retail Sales
                                                                                                                                                                                                • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                • U.S. Bureau of the Census
                                                                                                                                                                                                • U.S. Environmental Protection Agency
                                                                                                                                                                                                • USA Today
                                                                                                                                                                                                • Walmart Stores (USA)
                                                                                                                                                                                                • Yankee Candle Company Inc., The
                                                                                                                                                                                                • YouTube, Inc.

                                                                                                                                                                                                Air Fresheners - US - December 2009

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