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Air Fresheners - US - November 2011

Sales of air fresheners are on the decline, and Mintel finds that this downward trend is not solely the result of the economic downturn, with air care products outside of the freshener market becoming increasingly competitive, and 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 creative
                • Abbreviations and terms
                  • Terms
                  • Executive Summary

                    • Market and sales trends
                      • Market falls as consumers pare back discretionary purchases
                        • Multiple challenges to market
                          • Candles and cleaners compete with air fresheners
                            • Home air fresheners perform above par from 2009-11
                              • Potpourri and automobile air freshener sales decline
                                • “Other channels” comprise 70% of retail market
                                  • Four companies dominate the supply structure
                                    • Brand shares by segments
                                      • Product trends and marketing strategies
                                        • New product introductions primarily in non-powered and branded products
                                          • New scents, products, and trends
                                            • Major branding and marketing strategies
                                              • Consumer use of and attitudes toward air fresheners
                                                • More than three quarters use air fresheners
                                                  • Bathroom is most widely used location of air fresheners
                                                    • Effectiveness and longevity top factors in product selection
                                                      • Attitudes about effectiveness, allergies, multipacks, and more
                                                        • Shopping habits and scent testing, brands, packaging, and “green”
                                                          • Food-related and home scents are most popular
                                                            • Multiethnic consumers use more air freshener
                                                            • Insights and Opportunities

                                                              • Outreach to young, multiethnic population with viral campaigns
                                                                • Outreach to moms
                                                                  • Promoting offerings that are natural and hypoallergenic
                                                                    • Scent cohesion and packages with multiple scented products
                                                                      • Figure 1: Impact of use of air fresheners on use of carpet deodorizers, February 2010-March 2011
                                                                  • Inspire Insights

                                                                      • Trend: Perfecting the Details
                                                                        • Trend: Guiding Choice
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Market in decline from 2006-11
                                                                              • Sales and forecast of air fresheners
                                                                                • Figure 2: Total U.S. retail sales and forecast of air fresheners, at current prices, 2006-16
                                                                                • Figure 3: Total U.S. retail sales and forecast of air fresheners, at inflation-adjusted prices, 2006-16
                                                                              • Fan chart forecast
                                                                                  • Figure 4: Total sales and fan chart forecast of air freshener market, at current prices, 2005-15
                                                                                • Walmart sales
                                                                                • Market Drivers

                                                                                  • Key points
                                                                                    • Consumers pinch pennies in uncertain economy
                                                                                      • Consumer confidence offers measure of slow recovery in spending
                                                                                        • Figure 5: University of Michigan’s index of consumer sentiment (ICS)*, 2006-11
                                                                                      • Concerns about allergens and chemicals in air fresheners
                                                                                        • Interest in more eco-friendly products and practices
                                                                                          • Figure 6: Interest in eco-friendly air fresheners and green company policies, August 2011
                                                                                        • Demographic shifts shape demand for air fresheners
                                                                                          • Slowdown in the growth of U.S. households dampens market expansion
                                                                                            • Figure 7: Number of U.S. households, 2000-10
                                                                                          • As whites age, a growing young multiethnic population becomes key consumer base
                                                                                            • Figure 8: Population, by race and Hispanic origin, 2006-16
                                                                                        • Competitive Context

                                                                                          • Key points
                                                                                            • Scented candles offer alternative to air fresheners
                                                                                              • Figure 9: Use of candles to add ambience, by gender, August 2011
                                                                                            • Other household products that combat odor compete with air fresheners
                                                                                              • Figure 10: New product introductions in major household care categories with odor neutralizing claim, 2010 and 2011
                                                                                          • Segment Performance

                                                                                            • Key points
                                                                                              • In context of weak market, home segment posts strongest performance
                                                                                                • Sales of air fresheners, by segment
                                                                                                  • Figure 11: Total sales of air fresheners, segmented by type, 2009 and 2011 (est.)
                                                                                              • Segment Performance—Plug-in/Electric or Battery Operated Air Fresheners

                                                                                                • Key points
                                                                                                  • Plug-in/electric, battery operated products see relative improvement in 2011
                                                                                                    • Sales and forecast of plug-in/electric or battery operated air fresheners
                                                                                                      • Figure 12: Total sales and forecast of plug-in/electric or battery operated air fresheners, at current prices, 2006-16
                                                                                                  • Segment Performance—Aerosol Air Fresheners

                                                                                                    • Key points
                                                                                                      • Aerosols perform comparably well, even in downturn
                                                                                                        • Sales and forecast of aerosol air fresheners
                                                                                                          • Figure 13: Total sales and forecast of aerosol air fresheners, at current prices, 2006-16
                                                                                                      • Segment Performance—Slow-release Air Fresheners

                                                                                                        • Key points
                                                                                                          • Sales fall more than 40% in weak-performing segment
                                                                                                            • Sales and forecast of slow-release air fresheners
                                                                                                              • Figure 14: Total sales and forecast of slow-release air fresheners, at current prices, 2006-16
                                                                                                          • Segment Performance—Scented Burners

                                                                                                            • Key points
                                                                                                              • Small segment posts strong growth
                                                                                                                • Sales and forecast of scented burners
                                                                                                                  • Figure 15: Total sales and forecast of scented burner air fresheners, at current prices, 2006-16
                                                                                                              • Segment Performance—Potpourri/Sachets

                                                                                                                • Key points
                                                                                                                  • Sales and forecast of potpourri/sachet air fresheners
                                                                                                                    • Figure 16: Total sales and forecast of potpourri/sachet air fresheners, at current prices, 2006-16
                                                                                                                • Segment Performance—Automobile Air Fresheners

                                                                                                                  • Key points
                                                                                                                    • Sales and forecast of automobile air fresheners
                                                                                                                      • Figure 17: Total sales and forecast of automobile air fresheners, at current prices, 2006-16
                                                                                                                  • Retail Channels

                                                                                                                    • Key points
                                                                                                                      • Sales of air fresheners, by channel
                                                                                                                        • Figure 18: Sales of air fresheners, by channel, 2009 and 2011
                                                                                                                    • Retail Channels—Supermarkets

                                                                                                                      • Key points
                                                                                                                        • Supermarket sales of air fresheners
                                                                                                                          • Figure 19: Supermarket sales of air fresheners, at current prices, 2006-11
                                                                                                                      • Retail Channels—Drug Stores

                                                                                                                        • Key points
                                                                                                                          • Drug store sales of air fresheners
                                                                                                                            • Figure 20: drug store sales of air fresheners, at current prices, 2006-11
                                                                                                                        • Retail Channels—Other Channels

                                                                                                                          • Key points
                                                                                                                            • Other channel sales of air fresheners
                                                                                                                              • Figure 21: Other channel sales of air fresheners, at current prices, 2006-11
                                                                                                                          • Leading Companies

                                                                                                                            • Key points
                                                                                                                              • Four top companies hold more than 80% market share
                                                                                                                                • Manufacturer sales of air fresheners
                                                                                                                                  • Figure 22: Manufacturer FDMx sales of air fresheners, 2010 and 2011
                                                                                                                              • Brand Share—Aerosol Air Fresheners

                                                                                                                                • Key points
                                                                                                                                  • P&G holds strong lead in aerosol segment
                                                                                                                                    • Manufacturer sales of aerosol air fresheners
                                                                                                                                      • Figure 23: Manufacturer FDMx sales of aerosol air fresheners, 2010 and 2011
                                                                                                                                  • Brand Share—Slow-release Air Fresheners

                                                                                                                                    • Key points
                                                                                                                                      • Renuzit is dominant slow-release brand
                                                                                                                                        • Manufacturer sales of slow-release air fresheners
                                                                                                                                          • Figure 24: Manufacturer FDMx sales of slow-release air fresheners, 2010 and 2011
                                                                                                                                      • Brand Share—Plug-in and Battery-operated Air Fresheners

                                                                                                                                        • Key points
                                                                                                                                          • Air Wick and Glade vie for top position
                                                                                                                                            • Manufacturer sales of plug-in/electric or battery operated air fresheners
                                                                                                                                              • Figure 25: Manufacturer FDMx sales of plug-in/electric or battery operated air fresheners, 2010 and 2011
                                                                                                                                          • Brand Share—Scented Burners

                                                                                                                                            • Key points
                                                                                                                                              • Manufacturer sales of scented burners
                                                                                                                                                • Figure 26: Manufacturer FDMx sales of scented burners, 2010 and 2011
                                                                                                                                            • Brand Share—Automobile Air Fresheners

                                                                                                                                              • Key points
                                                                                                                                                • American Covers carves out share with new scents and diffusers
                                                                                                                                                  • SC Johnson only major supplier with a presence in the segment
                                                                                                                                                    • Manufacturer sales of automobile air fresheners
                                                                                                                                                      • Figure 27: Manufacturer FDMx sales of automobile air fresheners, 2010 and 2011
                                                                                                                                                  • Brand Share—Potpourri

                                                                                                                                                    • Key points
                                                                                                                                                      • Private label and other suppliers dominate fragmented segment
                                                                                                                                                        • Manufacturer sales of potpourri
                                                                                                                                                          • Figure 28: Manufacturer FDMx sales of potpourri, 2010 and 2011
                                                                                                                                                      • Innovations and Innovators

                                                                                                                                                        • Key points
                                                                                                                                                          • New product introductions decline in 2011
                                                                                                                                                            • Figure 29: Air freshener product introductions, powered v. non-powered, 2006-11
                                                                                                                                                          • Private label accounts for a third of innovations in 2011
                                                                                                                                                            • Figure 30: Air freshener product introductions, private label vs. branded, 2006-11
                                                                                                                                                          • Yankee Candle rolls out the most new products
                                                                                                                                                            • Figure 31: Air freshener new product introductions, by manufacturer, 2006-11
                                                                                                                                                          • Floral and green/herbal woody scents top 2011 product offerings
                                                                                                                                                            • Figure 32: U.S. air fresheners new product introductions, by fragrance group, 2006-11
                                                                                                                                                          • Trends in scented products
                                                                                                                                                            • Mood-boosting scents and aromatherapy products for health and spirit
                                                                                                                                                              • New systems to detect odors or deliver scent more efficiently
                                                                                                                                                                • Air Wick’s Freshmatic Odor Detector is first “smart” spray device
                                                                                                                                                                  • Air Wick’s Flip & Fresh offers portable, adjustable scented oil distribution
                                                                                                                                                                    • P&G’s Set & Refresh offers slowly released oil
                                                                                                                                                                      • Sense & Spray integrates motion-detection technology
                                                                                                                                                                        • Fashionable and elegant reed diffusers and scent distributors
                                                                                                                                                                        • Marketing Strategies

                                                                                                                                                                          • Overview of the brand landscape
                                                                                                                                                                            • Brand analysis: P&G Febreze
                                                                                                                                                                              • Figure 33: Brand analysis of Febreze, 2011
                                                                                                                                                                            • “Be Happy” campaign for Febreze brand
                                                                                                                                                                              • Online initiatives of Febreze
                                                                                                                                                                                • TV ads showcase qualities of Febreze Home Collection
                                                                                                                                                                                  • Figure 34: Febreze television ad, 2010
                                                                                                                                                                                • Febreze as “Official Air Freshener of the NFL”
                                                                                                                                                                                  • Brand analysis: SC Johnson’s Glade
                                                                                                                                                                                    • Figure 35: Brand analysis of Glade, 2011
                                                                                                                                                                                  • Online initiatives of Glade
                                                                                                                                                                                    • Glade “Sense & Spray” ad brings “magic” into the lives of busy, active moms
                                                                                                                                                                                      • Figure 36: Glade sense & spray television ad, 2011
                                                                                                                                                                                    • Transparency in revealing ingredients in air fresheners
                                                                                                                                                                                      • Brand analysis: Reckitt Benckiser’s Air Wick
                                                                                                                                                                                        • Figure 37: Brand analysis of Glade, 2011
                                                                                                                                                                                      • Online initiatives for Air Wick
                                                                                                                                                                                        • Air Wick ad showcases “natural propellant,” floral scents, and joyful effect of product
                                                                                                                                                                                          • Figure 38: Air Wick television ad, year
                                                                                                                                                                                      • Air Freshener Usage by Type and Brand

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Majority uses air fresheners at least sometimes
                                                                                                                                                                                            • Figure 39: Air freshener frequency of use summary, August 2011
                                                                                                                                                                                          • Women use more air fresheners than men
                                                                                                                                                                                            • Figure 40: Air freshener usage, by gender, August 2011
                                                                                                                                                                                          • Consumers younger than 35 use more air fresheners
                                                                                                                                                                                            • Figure 41: Air freshener usage, by age, August 2011
                                                                                                                                                                                          • Consumers at range of income levels use air fresheners
                                                                                                                                                                                            • Figure 42: Air freshener usage, by household income, August 2011
                                                                                                                                                                                          • Volume and multiproduct use
                                                                                                                                                                                            • Figure 43: Household volume usage of air fresheners in past 12 months, February 2010-March 2011
                                                                                                                                                                                          • Potpourri users show strong interest in gamut of air fresheners
                                                                                                                                                                                            • Figure 44: Impact of using one form of air freshener on likelihood of using another form, February 2010-March 2011
                                                                                                                                                                                          • Febreze and Glade are most widely used brands
                                                                                                                                                                                            • Figure 45: Air freshener brand usage, February 2010-March 2011
                                                                                                                                                                                        • Locations Air Fresheners Used

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Usage varies with location
                                                                                                                                                                                              • Figure 46: Location of use summary, August 2011
                                                                                                                                                                                          • Factors in Choice of Air Fresheners

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Odor eliminating power and long lasting scent are top factors
                                                                                                                                                                                                • Figure 47: Important factors in selecting air fresheners, by gender, August 2011
                                                                                                                                                                                              • Age shapes priorities in selecting air freshener
                                                                                                                                                                                                • Figure 48: Important factors in selecting air fresheners, by age, August 2011
                                                                                                                                                                                              • Upper-income households seek subtle scents and stylish looks
                                                                                                                                                                                                • Figure 49: Important factors in selecting air fresheners, by household income, August 2011
                                                                                                                                                                                              • Battery operated stand-alone spray and flameless candle users most demanding
                                                                                                                                                                                                • Figure 50: Importance factors, by product usage, August 2011
                                                                                                                                                                                            • Attitudes toward Air Fresheners

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Attitudes suggest women favor more natural products
                                                                                                                                                                                                  • Figure 51: Attitudes toward air fresheners, by gender, August 2011
                                                                                                                                                                                                • Attitudes of 18-24 year olds suggest limited use and greater skepticism
                                                                                                                                                                                                  • Figure 52: Attitudes toward air fresheners, by age, August 2011
                                                                                                                                                                                              • Shopping Habits

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Shopping habits vary with gender
                                                                                                                                                                                                    • Figure 53: Air freshener shopping habits, by gender, August 2011
                                                                                                                                                                                                  • Younger consumers seek more economical and more eco-friendly products
                                                                                                                                                                                                    • Figure 54: Air freshener shopping habits, by age, August 2011
                                                                                                                                                                                                  • Lower-income respondents prioritize price and seek generics
                                                                                                                                                                                                    • Figure 55: Air freshener shopping habits, by household income, August 2011
                                                                                                                                                                                                • Scents

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Food-related scents are most popular, “unscented” has growth potential
                                                                                                                                                                                                      • Figure 56: Summary of scents currently use and interested in trying, August 2011
                                                                                                                                                                                                    • Women show higher use of food- and home-related scents
                                                                                                                                                                                                      • Figure 57: Scent families currently use and interested in trying, by gender, August 2011
                                                                                                                                                                                                    • Those aged 18-24 show high interest in trying new scents
                                                                                                                                                                                                      • Figure 58: Scent families currently use and interested in trying, by age, August 2011
                                                                                                                                                                                                    • Upper-income HHs show least interest in trying out new scents
                                                                                                                                                                                                      • Figure 59: Scent families currently use and interested in trying, by household income, August 2011
                                                                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • High usage seen among multiethnic consumers
                                                                                                                                                                                                        • Figure 60: Air freshener usage, by race/Hispanic origin, August 2011
                                                                                                                                                                                                      • Blacks use the greatest number and range of brands
                                                                                                                                                                                                        • Figure 61: Air freshener brand usage, by race/Hispanic origin, February 2010-March 2011
                                                                                                                                                                                                      • Hispanics show interest in multiscented and strongly scented products
                                                                                                                                                                                                        • Figure 62: Important factors in selecting air fresheners, by race/Hispanic origin, August 2011
                                                                                                                                                                                                      • Blacks show attitudes favorable to high air freshener usage
                                                                                                                                                                                                        • Figure 63: Attitudes toward air fresheners, by race/Hispanic origin, August 2011
                                                                                                                                                                                                      • Blacks try out new products, while Hispanics favor eco-friendly products
                                                                                                                                                                                                        • Figure 64: Air freshener shopping habits, by race/Hispanic origin, August 2011
                                                                                                                                                                                                      • Blacks use the greatest range of different scents
                                                                                                                                                                                                        • Figure 65: Scent families currently use and interested in trying, by race/Hispanic origin, August 2011
                                                                                                                                                                                                    • Custom Consumer Groups

                                                                                                                                                                                                      • Men 18-34 stand out for use of solids and battery operated fresheners
                                                                                                                                                                                                          • Figure 66: Air freshener usage, by gender and age, August 2011
                                                                                                                                                                                                        • Women 18-34 show peak interest in scents, price, and décor
                                                                                                                                                                                                            • Figure 67: Air freshener shopping habits, by gender and age, August 2011
                                                                                                                                                                                                          • Men and women 18-34 show distinct preferences
                                                                                                                                                                                                              • Figure 68: Important factors in selecting air fresheners, by gender and age, August 2011
                                                                                                                                                                                                            • Women’s attitudes toward scents vary with age
                                                                                                                                                                                                                • Figure 69: Attitudes toward air fresheners, by gender and age, August 2011
                                                                                                                                                                                                            • SymphonyIRI Group Builders Panel Data—Key Household Purchase Measures

                                                                                                                                                                                                                • Overview of air fresheners
                                                                                                                                                                                                                  • Home air fresheners
                                                                                                                                                                                                                    • Consumer insights on key purchase measures
                                                                                                                                                                                                                      • Brand map
                                                                                                                                                                                                                        • Figure 70: Brand map, selected brands of home air fresheners buying rate, by household penetration, 2010
                                                                                                                                                                                                                      • Brand leader characteristics
                                                                                                                                                                                                                        • Key purchase measures
                                                                                                                                                                                                                          • Figure 71: Key purchase measures for the top brands of home air fresheners, by household penetration, 2010
                                                                                                                                                                                                                        • Automobile air fresheners
                                                                                                                                                                                                                          • Consumer insights on key purchase measures
                                                                                                                                                                                                                            • Brand map
                                                                                                                                                                                                                              • Figure 72: Brand map, selected brands of automobile air fresheners buying rate, by household penetration, 2010
                                                                                                                                                                                                                            • Brand leader characteristics
                                                                                                                                                                                                                              • Key purchase measures
                                                                                                                                                                                                                                • Figure 73: Key purchase measures for the top brands of automobile air fresheners, by household penetration, 2010
                                                                                                                                                                                                                            • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                                • Figure 74: Air freshener usage, by region, August 2011
                                                                                                                                                                                                                                • Figure 75: Important factors in selecting air fresheners, by region, August 2011
                                                                                                                                                                                                                                • Figure 76: Attitudes toward air fresheners, by household income, August 2011
                                                                                                                                                                                                                                • Figure 77: Attitudes toward air fresheners, by region, August 2011
                                                                                                                                                                                                                                • Figure 78: Air freshener shopping habits, by region, August 2011
                                                                                                                                                                                                                                • Figure 79: Scent families currently use and interested in trying, by region, August 2011
                                                                                                                                                                                                                            • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                                • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                                • Appendix—Trade Associations

                                                                                                                                                                                                                                  Companies Covered

                                                                                                                                                                                                                                  • Car-Freshner Corp
                                                                                                                                                                                                                                  • Chemical Sources Association
                                                                                                                                                                                                                                  • Chesapeake Corporation
                                                                                                                                                                                                                                  • International Housewares Association
                                                                                                                                                                                                                                  • Lancaster Colony Corporation
                                                                                                                                                                                                                                  • National Candle Association
                                                                                                                                                                                                                                  • Procter & Gamble Company (The)
                                                                                                                                                                                                                                  • Reckitt Benckiser USA
                                                                                                                                                                                                                                  • Royal Dutch/Shell Group
                                                                                                                                                                                                                                  • S.C. Johnson & Son, Inc.
                                                                                                                                                                                                                                  • SC Johnson
                                                                                                                                                                                                                                  • Yankee Candle Company Inc., The

                                                                                                                                                                                                                                  Air Fresheners - US - November 2011

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