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Air Fresheners - US - November 2010

Sales of air fresheners are on the decline, and Mintel finds that this downward trend is not solely the result of the economic downturn. Air care products outside of the freshener market are becoming increasingly competitive, in addition to widespread negative perceptions among consumers about the product category. This report provides marketers with the insights and data necessary to combat these factors and grow brand sales. Mintel’s custom research for this report includes:

  • Causes of and remedies for declining sales
  • Which brands are growing sales even within a declining market, and why they are succeeding
  • How marketers can position products in the face of increased competition from other air care products
  • Brand use of social media marketing tactics
  • Preferred product types
  • How scent preferences are changing
  • The role of odor neutralizing claims
  • The potential benefits of specialty 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
                  • Abbreviations
                    • Terms
                    • Executive Summary

                      • Continued declines despite reports of consistent penetration
                        • New product introductions down, but private label shows innovation
                          • Competition from cleaners and candles pigeonhole air fresheners
                            • Refills may revive home segment
                              • Potpourri/sachets only segment on an upward move
                                • Auto market in low gear, in need of new products
                                  • Drug stores hit hardest in sales decline
                                    • Shift in the future for the big four?
                                      • Where isn’t Febreze?
                                        • Web presence focuses on narrative and function
                                          • Brands on the attack—increased spend and biting jabs
                                            • Price sells
                                              • Spray is the way
                                                • Vanilla, “fresh and clean,” lead scent preferences
                                                  • Room for growth among Asians and whites
                                                  • Insights and Opportunities

                                                    • Separate messages for men and women
                                                      • A product for each room, a product for each purpose
                                                        • Snuffing out negative perceptions
                                                          • New products or new packaging?
                                                            • Let ’em smell it
                                                            • Inspire Insights

                                                                • Trend: Experience is All
                                                                • Market Size and Forecast

                                                                  • Key points
                                                                    • Figure 1: U.S. FDMx sales of air fresheners, at current prices, 2005-15
                                                                    • Figure 2: U.S. FDMx sales of air fresheners, at inflation-adjusted prices, 2005-15
                                                                  • Fan chart forecast
                                                                      • Figure 3: Fan-cast forecast at 50-95% confidence levels, 2005-15
                                                                    • Walmart sales
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Buying smarter in the new normal
                                                                          • Green fades but remains relevant
                                                                            • New product introductions down—chicken or egg?
                                                                              • Figure 4: U.S. introductions of new air fresheners, by segment, 2009 vs. 2010
                                                                            • Allergies and asthma
                                                                            • Competitive Context

                                                                              • Key points
                                                                                • Odor neutralizing claim in non-air care products on the rise
                                                                                  • Figure 5: Household care products with odor neutralizing claim, 2009 and 2010
                                                                                • Competition from candles
                                                                                  • Figure 6: FDMx sales: candles vs. air fresheners, 2005-10
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Figure 7: FDMx sales of air fresheners, by segment, 2009 vs. 2010
                                                                                  • Figure 8: FDMx price per unit of air fresheners, by segment, 2005-10
                                                                              • Segment Performance—Home Air Fresheners

                                                                                • Key points
                                                                                  • Figure 9: U.S. FDMx sales and forecast of home air fresheners, at current prices, 2005-15
                                                                              • Segment Performance—Potpourri/Sachets

                                                                                • Key points
                                                                                  • New products lift potpourri/sachets
                                                                                    • Rising PPU keeps sales growing
                                                                                      • Figure 10: U.S. FDMx sales and forecast of potpourri/sachets, at current prices, 2005-15
                                                                                  • Segment Performance—Automobile Air Fresheners

                                                                                    • Key points
                                                                                      • Figure 11: sales and forecast of automobile air fresheners, at current prices, 2005-15
                                                                                  • Retail Channels

                                                                                    • Key points
                                                                                      • Figure 12: U.S. FDMx sales of air fresheners, by retail channel, 2009 and 2010
                                                                                      • Figure 13: Price per unit for FDMx air fresheners, by retail channel, 2005-10
                                                                                  • Retail Channels—Food Stores

                                                                                    • Key points
                                                                                      • Figure 14: FDMx sales of air fresheners through food stores, 2005-10
                                                                                  • Leading Companies

                                                                                    • Key points
                                                                                      • Field levels as Dial makes gains
                                                                                        • Figure 15: FDMx sales of leading air freshener products companies, 2009 vs. 2010
                                                                                        • Figure 16: FDMx sales of leading air freshener products companies, 2005 vs. 2009
                                                                                      • Private label new product releases on the rise
                                                                                      • Brand Share—Home Air Fresheners

                                                                                        • Key points
                                                                                          • Figure 17: FDMx brand sales of home air fresheners in the U.S., 2009 and 2010
                                                                                      • Brand Share—Potpourri/Sachets

                                                                                        • Key points
                                                                                          • Figure 18: FDMx brand sales of potpourri/sachets in the U.S., 2009 vs. 2010
                                                                                      • Brand Share—Automobile Air Fresheners

                                                                                        • Key points
                                                                                          • Figure 19: U.S. FDMx brand sales of automobile air fresheners, 2009 vs. 2010
                                                                                      • Brand Qualities

                                                                                        • Febreze tackles the NFL
                                                                                          • Glade adds functions to web presence and focuses on narrative
                                                                                          • Innovations and Innovators

                                                                                            • New product introductions slow
                                                                                              • Figure 20: U.S. introductions of air fresheners and deodorizers, by company, 2009 vs. 2010
                                                                                              • Figure 21: U.S. new product claims, 2009 vs. 2010
                                                                                            • A different product for every room
                                                                                              • Products move beyond masking odors
                                                                                              • Marketing Strategies

                                                                                                • Overview
                                                                                                  • Figure 22: Air freshener, fabric refreshers, and candle brands media spending, 2008 vs. 2009
                                                                                                • Brands on the attack in television ads
                                                                                                  • Febreze introduces Set & Refresh
                                                                                                    • Figure 23: Febreze Set & Refresh TV ad, 2010
                                                                                                  • Lysol Neutra Air eliminates odors at their source
                                                                                                    • Figure 24: Lysol Neutra Air TV ad, 2010
                                                                                                  • Glade relaxes, recharges, and restores
                                                                                                    • Figure 25: Glade Relaxing Moments Collection TV ad, 2010
                                                                                                  • Glade works smart
                                                                                                    • Figure 26: Glade Sense & Spray TV ads, 2010
                                                                                                  • Digital marketing
                                                                                                    • SC Johnson
                                                                                                      • The Body Shop
                                                                                                      • Usage

                                                                                                        • Key points
                                                                                                          • Steady usage over a decade
                                                                                                            • Figure 27: Trended usage of air fresheners, 2002 vs. 2006 vs. 2010
                                                                                                          • Sprays most commonly used product
                                                                                                            • Figure 28: Use of air freshener, by type, July-August 2010
                                                                                                            • Figure 29: Types of air fresheners used, by gender, July-August 2010
                                                                                                            • Figure 30: Types of air fresheners used, by household income, July-August 2010
                                                                                                        • Attitudes and Motivations

                                                                                                          • Key points
                                                                                                            • Negative perceptions of category abound
                                                                                                              • Figure 31: Negative perceptions of air fresheners, by gender, July-August 2010
                                                                                                              • Figure 32: Motivations for using air fresheners, July-August 2010
                                                                                                            • Attitudes vary substantially by sex
                                                                                                              • Figure 33: Motivations for using air fresheners, by gender, July-August 2010
                                                                                                          • Product Selection

                                                                                                            • Key points
                                                                                                              • Price reigns
                                                                                                                • Fragrance familiarity beats product familiarity
                                                                                                                  • Keeping sniffles at bay
                                                                                                                    • Figure 34: Factors used to select air fresheners, July-August 2010
                                                                                                                  • Oldest and youngest stray from the pack
                                                                                                                    • Figure 35: Factors used to select air fresheners, by age, July-August 2010
                                                                                                                • Scent Choice

                                                                                                                  • Vanilla, “fresh and clean,” lead scent preferences
                                                                                                                    • Figure 36: Air freshener scents used most frequently, by HH income, July-August 2010
                                                                                                                    • Figure 37: Air car products, by fragrance, 2010
                                                                                                                • Brands Used

                                                                                                                  • Febreze and Glade on top
                                                                                                                    • Figure 38: Brand of air freshener used, by type, July 2009-March 2010
                                                                                                                • Place of Purchase

                                                                                                                  • Consumers prefer to purchase in person
                                                                                                                    • Grocery stores tied with Walmart
                                                                                                                      • Figure 39: Place of purchase, 2009 vs. 2010
                                                                                                                  • Race and Hispanic Origin

                                                                                                                    • Key points
                                                                                                                      • Blacks carry special relationship with category
                                                                                                                        • Figure 40: Usage of air fresheners, by race/Hispanic origin, July 2009-March 2010
                                                                                                                        • Figure 41: Types of air fresheners used, by race/Hispanic origin, July-August 2010
                                                                                                                      • Asians carry more negative attitudes towards category as a whole
                                                                                                                        • Figure 42: Attitudes towards air fresheners, by race/Hispanic origin, July-August 2010
                                                                                                                        • Figure 43: Air freshener scents used most frequently, by race/Hispanic origin, July-August 2010
                                                                                                                    • Cluster Analysis

                                                                                                                        • Wholeistics
                                                                                                                          • Demographics
                                                                                                                            • Characteristics
                                                                                                                              • Opportunity
                                                                                                                                • Bold Scenters
                                                                                                                                  • Demographics
                                                                                                                                    • Characteristics
                                                                                                                                      • Opportunity
                                                                                                                                        • Maskers
                                                                                                                                          • Demographics
                                                                                                                                            • Characteristics
                                                                                                                                              • Opportunity
                                                                                                                                                • Cluster characteristics
                                                                                                                                                  • Figure 44: Air fresheners clusters, July-August 2010
                                                                                                                                                  • Figure 45: Types of air fresheners used regularly, by clusters, July-August 2010
                                                                                                                                                  • Figure 46: Types of air fresheners used occasionally, July-August 2010
                                                                                                                                                  • Figure 47: Attitudes towards air fresheners, by clusters, July-August 2010
                                                                                                                                                  • Figure 48: Behaviors related to purchasing air fresheners, by clusters, July-August 2010
                                                                                                                                                  • Figure 49: Factors influencing air freshener selection, by clusters, July-August 2010
                                                                                                                                                • Cluster demographics
                                                                                                                                                  • Figure 50: Air fresheners clusters, by gender, July-August 2010
                                                                                                                                                  • Figure 51: Air fresheners clusters, by age group, July-August 2010
                                                                                                                                                  • Figure 52: Air fresheners clusters, by household income, July-August 2010
                                                                                                                                                  • Figure 53: Air fresheners clusters, by race, July-August 2010
                                                                                                                                                  • Figure 54: Air fresheners clusters, by Hispanic origin, July-August 2010
                                                                                                                                                • Cluster methodology
                                                                                                                                                • Custom Consumer Groups—Focus on Moms

                                                                                                                                                  • Moms more engaged all around
                                                                                                                                                    • Figure 55: Types of air fresheners used regularly, by gender/presence of children in the household, July-August, 2010
                                                                                                                                                    • Figure 56: Scents used most frequently, by gender/presence of children in the household, July-August 2010
                                                                                                                                                    • Figure 57: Attitudes towards air fresheners, by gender/presence of children, July-August 2010
                                                                                                                                                    • Figure 58: Decision influencers, by gender/presence of children in the household, July-August 2010
                                                                                                                                                • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                    • Overview
                                                                                                                                                      • Home air fresheners
                                                                                                                                                        • Consumer insights on key purchase measures
                                                                                                                                                          • Brand map
                                                                                                                                                            • Figure 59: Brand map, selected brands of home air fresheners buying rate, by household penetration, 2009*
                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                            • Key purchase measures
                                                                                                                                                              • Figure 60: Key purchase measures for the top brands of home air fresheners, by household penetration, 2009*
                                                                                                                                                            • Automobile air fresheners
                                                                                                                                                              • Consumer insights on key purchase measures
                                                                                                                                                                • Brand map
                                                                                                                                                                  • Figure 61: Automobile air freshener buying rate, by household penetration, 2009*
                                                                                                                                                                • Brand leader characteristics
                                                                                                                                                                  • Key purchase measures
                                                                                                                                                                    • Figure 62: Key purchase measures for brands of automobile air fresheners, by household penetration, 2009*
                                                                                                                                                                • Appendix—Trade Associations

                                                                                                                                                                  Companies Covered

                                                                                                                                                                  • AutoZone, Inc
                                                                                                                                                                  • Chemical Sources Association
                                                                                                                                                                  • Dial Corporation, The
                                                                                                                                                                  • Facebook, Inc.
                                                                                                                                                                  • Henkel Corporation
                                                                                                                                                                  • Home Depot (USA)
                                                                                                                                                                  • International Housewares Association
                                                                                                                                                                  • Kmart Corporation
                                                                                                                                                                  • Lancaster Colony Corporation
                                                                                                                                                                  • National Candle Association
                                                                                                                                                                  • National Football League Inc.
                                                                                                                                                                  • Procter & Gamble Company (The)
                                                                                                                                                                  • Procter & Gamble USA
                                                                                                                                                                  • Reckitt Benckiser USA
                                                                                                                                                                  • S.C. Johnson & Son, Inc.
                                                                                                                                                                  • The Body Shop - Retail Sales
                                                                                                                                                                  • U.S. Bureau of Labor Statistics
                                                                                                                                                                  • U.S. Environmental Protection Agency
                                                                                                                                                                  • Walmart Stores (USA)

                                                                                                                                                                  Air Fresheners - US - November 2010

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