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US Air Freshener Market - September 2012

What is the key to success in the air freshener market?

The key to success in the air freshener category seems to be in creating and launching products that deliver both odor-fighting capabilities and create freshness in the home. Those attributes give consumers the sense that they are getting the most value for their money, in that they know they can depend on a product’s performance. Ultimately, it’s important that air freshener companies communicate both the functional and emotional benefits that come with using air fresheners, most notably to women and younger consumers.

In order to help companies better understand the air freshener consumer and create products and messaging that drive growth, this report looks to understand how U.S. retail sales have performed in the last few years, what the market forecast looks like between 2012 and 2017, and how macroeconomic conditions are impacting air freshener sales and consumer purchasing behavior. In addition, this report will address competitive categories, what attributes air fresheners can leverage against the competitive set, and how some of the leading brands in the market have achieved success despite the economy being in a state of recovery. Consumer attitudes and purchase habits will also be analyzed in this report so that air freshener manufacturers and brands can understand how consumers are purchasing air fresheners, their product usage, and what scents they are looking for.

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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
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • The market
                          • Figure 1: Total U.S. retail sales and fan chart forecast of air fresheners, at current prices, 2007-17
                        • Market factors
                          • Economic challenges contribute greatly to decline of market
                            • Figure 2: University of Michigan’s index of consumer sentiment, 2007-12
                          • Growing ethnic populations may help grow sales in the future
                            • Growing concern around chemical content in air fresheners may impact the market
                              • Retail channels
                                • Figure 3: U.S. retail sales of air fresheners, by channel, at current prices, 2010-12
                              • Key players
                                • The air freshener consumer
                                  • Air fresheners command high usage from consumers across segments and demographics
                                    • Figure 4: Use of air freshener sprays/room deodorizers by gender, October 2010-November 2011
                                  • Aerosols and plug-ins most consistently used air fresheners
                                    • Figure 5: Air freshener usage, May 2012
                                    • Figure 6: Air freshener usage, May 2012
                                  • Odor elimination, fresh scent top air freshener attributes
                                    • Figure 7: Important factors in selecting air fresheners, May 2012
                                  • Shopping habits vary by gender, with scent-testing being the most important
                                    • Figure 8: Air freshener purchase habits, by gender, May 2012
                                  • Most consumers use different scents for different purposes or areas of the home
                                    • Figure 9: Attitudes toward air fresheners, May 2012
                                  • What we think
                                  • Insights and Opportunities

                                    • Partner with large brands and create co-branded offerings
                                      • Placing focus on design and décor of air fresheners, including exterior packaging
                                        • Consider “out of the box” scent delivery methods
                                        • Issues in the Market

                                            • How can air freshener companies succeed in a declining market and competitive landscape?
                                              • How can air freshener companies address growing consumer concern about the chemicals being used in air freshener products?
                                                • To what extent will growing ethnic populations play a role in the air freshener market?
                                                • Trend Applications

                                                    • Trend: Factory Fear
                                                      • Trend: Objectify
                                                        • 2015 Trend: Old Gold
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Air freshener sales continue to decline in weak economy and highly competitive market
                                                              • Sales and forecast of air freshener market
                                                                • Figure 10: Total U.S. retail sales and forecast of air fresheners, at current prices, 2007-17
                                                                • Figure 11: Total U.S. retail sales and forecast of air fresheners, at inflation-adjusted prices, 2007-17
                                                              • Fan chart forecast
                                                                  • Figure 12: Total U.S. retail sales and fan chart forecast of air fresheners, at current prices, 2007-17
                                                                • Walmart sales
                                                                • Market Drivers

                                                                  • Key points
                                                                    • Low consumer confidence detrimental to market growth
                                                                      • Figure 13: University of Michigan’s index of consumer sentiment (ICS), 2007-12
                                                                    • Unemployment rates continue to make consumers nervous about spending
                                                                      • Figure 14: Unemployment, January 2007-July 2012
                                                                    • Growing ethnic populations may drive sales in the coming years
                                                                      • Figure 15: Population, by race and Hispanic origin, 2007-17
                                                                    • Growing concern around impact of air fresheners on allergies and overall health
                                                                    • Competitive Context

                                                                      • Scented candles create strong competition for air freshener products
                                                                        • Figure 16: Air freshener usage, May 2012
                                                                      • Scented household products that eliminate odors also provide competition
                                                                        • Potpourri provides consumers with a less potent format
                                                                          • Figure 17: FDMx sales of pot potpourri, by leading companies, 2011 and 2012
                                                                      • Segment Performance

                                                                        • Key points
                                                                          • Though the market is declining, aerosols segment shows the most promise
                                                                            • Figure 18: Total U.S. retail sales of air fresheners by segment, at current prices, 2010 and 2012
                                                                        • Segment Performance—Aerosol Air Fresheners

                                                                          • Key points
                                                                            • Aerosols best-performing segment in competitive marketplace
                                                                              • Figure 19: Total sales and forecast of aerosol air fresheners, at current prices, 2007-17
                                                                          • Segment Performance—Slow-release Air Fresheners

                                                                            • Key points
                                                                              • Slow-release air freshener segment facing the most challenges
                                                                                • Figure 20: Total sales and forecast of slow-release air fresheners, at current prices, 2007-17
                                                                            • Segment Performance—Plug-in or Battery-Operated Air Fresheners

                                                                              • Key points
                                                                                • Growth to resume, eventually, for plug-in and battery-operated air fresheners
                                                                                  • Figure 21: Total sales and forecast of plug-in or battery-operated air fresheners, at current prices, 2007-17
                                                                              • Retail Channels

                                                                                • Key points
                                                                                  • Majority of air freshener purchases take place through “other retail channels”
                                                                                    • Supermarket and drug stores face declining sales and market share
                                                                                      • Sales of air fresheners, by channel
                                                                                        • Figure 22: U.S. retail sales of air fresheners, by channel, at current prices, 2010-12
                                                                                    • Retail Channels—Supermarkets

                                                                                      • Key points
                                                                                        • Supermarket sales of air fresheners are declining, likely due to a lack of marketing and promotional activities
                                                                                          • Supermarket sales of air fresheners
                                                                                            • Figure 23: U.S. supermarket sales of air fresheners, at current prices, 2007-12
                                                                                        • Retail Channels—Drug Stores

                                                                                          • Key points
                                                                                            • Drug stores only retail channel to see some sales growth
                                                                                              • Drug store sales of air fresheners
                                                                                                • Figure 24: U.S. Drug store sales of air fresheners, at current prices, 2007-12
                                                                                            • Retail Channels—Other Retail Channels

                                                                                              • Key points
                                                                                                • “Other channels” retail segment experiencing a decline
                                                                                                  • Other channel retail sales of air fresheners
                                                                                                    • Figure 25: Other channel retail sales of air fresheners, at current prices, 2007-12
                                                                                                • Leading Companies

                                                                                                  • Key points
                                                                                                    • A highly fragmented, competitive market
                                                                                                      • FDMx manufacturer sales of air fresheners
                                                                                                        • Figure 26: FDMx sales of air fresheners, by leading companies, 2011 and 2012
                                                                                                    • Brand Share—Aerosol Air Fresheners

                                                                                                      • Key points
                                                                                                        • P&G holds more than half of the market share due to the Febreze brand
                                                                                                          • Glade experiences growth with its aerosol product offering but Renuzit struggles
                                                                                                            • Figure 27: FDMx sales of aerosol air fresheners, by leading companies, 2011 and 2012
                                                                                                        • Brand Share—Slow-release Air Fresheners

                                                                                                          • Key points
                                                                                                            • Renuzit is the dominant brand in this segment
                                                                                                              • Febreze is gaining ground with its Set & Refresh offering
                                                                                                                • Figure 28: FDMx sales of slow-release air fresheners, by leading companies, 2011 and 2012
                                                                                                            • Brand Share—Plug-in Air Fresheners

                                                                                                              • Key points
                                                                                                                • Reckitt Benckiser making its name known in the FDMx market
                                                                                                                  • Figure 29: FDMx sales of plug-in air fresheners, by leading companies, 2011 and 2012
                                                                                                              • Innovations and Innovators

                                                                                                                • Newer market players lead with most product launches
                                                                                                                  • Figure 30: Air freshener new product introductions, by manufacturer, 2007-12
                                                                                                                • Nonpowered product launches continue to outnumber powered product launches
                                                                                                                  • Figure 31: Air freshener product introductions, powered vs. nonpowered, 2007-12
                                                                                                                • Private label launches decreasing, but still have an impact
                                                                                                                  • Figure 32: Share of branded and private label air freshener launches, 2007-12
                                                                                                                • Convenience most common product claim of 2011, likely to repeat in 2012
                                                                                                                  • Figure 33: Incidence of claims categories associated with new air fresheners launches, 2007-12
                                                                                                                  • Figure 34: Incidence of claims associated with new air fresheners launches, 2007-12
                                                                                                                • Standard scents on track to be top 2012 product offerings
                                                                                                                  • Figure 35: U.S. air fresheners new product introductions, by fragrance group, 2007-12
                                                                                                                • An emphasis on décor
                                                                                                                  • Portability a trend for the future
                                                                                                                    • Gels and beads indicative of interest in new delivery methods
                                                                                                                      • Multifunctional products
                                                                                                                        • Glade takes new approach in branding and packaging aesthetic
                                                                                                                          • Capturing exotic locales/destinations key trend
                                                                                                                          • Marketing Strategies

                                                                                                                            • Overview of the brand landscape
                                                                                                                              • Brand analysis: Glade
                                                                                                                                • Figure 36: Brand analysis of Glade, 2012
                                                                                                                              • Online initiatives
                                                                                                                                  • Figure 37: Tweets from Glade twitter account, 2012
                                                                                                                                • TV presence
                                                                                                                                  • Figure 38: Glade décor scents television ad, 2011
                                                                                                                                  • Figure 39: Glade expressions fragrance mist television ad, 2012
                                                                                                                                • Print
                                                                                                                                  • Figure 40: Glade spring collection ad, 2012
                                                                                                                                • Brand analysis: Febreze
                                                                                                                                  • Figure 41: Brand analysis of Febreze, 2012
                                                                                                                                • Online initiatives
                                                                                                                                    • Figure 42: Tweets from Febreze twitter account, 2012
                                                                                                                                    • Figure 43: Febreze consumer review—Linen and sky air effects, April 2012
                                                                                                                                    • Figure 44: Febreze consumer review—Seasonal scents air effects June 2012
                                                                                                                                    • Figure 45: Febreze consumer review—Thai dragon fruit air effects, July 2012
                                                                                                                                  • TV presence
                                                                                                                                    • Figure 46: Febreze television ad, 2012
                                                                                                                                    • Figure 47: Febreze television ad, 2012
                                                                                                                                  • Brand analysis: Air Wick
                                                                                                                                    • Figure 48: Brand analysis of Air wick, 2012
                                                                                                                                  • Online initiatives
                                                                                                                                    • TV presence
                                                                                                                                      • Figure 49: Air Wick television ad, 2012
                                                                                                                                    • Print
                                                                                                                                      • Figure 50: Air Wick magazine ad, 2012
                                                                                                                                    • Brand analysis: Renuzit
                                                                                                                                      • Figure 51: Brand analysis of Renuzit, 2012
                                                                                                                                    • Online initiatives
                                                                                                                                      • Print
                                                                                                                                        • Figure 52: Renuzit Circular ad, 2012
                                                                                                                                    • Air Freshener Usage

                                                                                                                                      • Key points
                                                                                                                                        • Air freshener usage is high across demographic segments
                                                                                                                                          • Figure 53: Use of air freshener sprays/room deodorizers by gender, October 2010-November 2011
                                                                                                                                        • Usage highest among younger segments; usage declines with age
                                                                                                                                          • Figure 54: Use of air freshener sprays/room deodorizers, by age, October 2010-November 2011
                                                                                                                                        • Usage high among lower-income segments, declines with affluence
                                                                                                                                          • Figure 55: Use of air freshener sprays/room deodorizers by household income, October 2010-November 2011
                                                                                                                                        • Febreze and Glade are the most widely used brands
                                                                                                                                          • Figure 56: Brands of air freshener sprays/room deodorizers used by gender, October 2010-November 2011
                                                                                                                                      • Air Freshener Format Usage

                                                                                                                                        • Key points
                                                                                                                                          • Aerosols and plug-ins most continuously used air fresheners
                                                                                                                                            • Figure 57: Air freshener usage, May 2012
                                                                                                                                          • Women more likely than men to use some types of air freshener products
                                                                                                                                            • Figure 58: Air freshener usage, by gender, May 2012
                                                                                                                                          • Younger consumers use a variety of air freshener products
                                                                                                                                            • Figure 59: Air freshener usage, by age, May 2012
                                                                                                                                          • Consumers across household income segments report high levels of using a variety of air freshener products
                                                                                                                                            • Figure 60: Air freshener usage, by household income, May 2012
                                                                                                                                        • Usage in the Home

                                                                                                                                          • Key points
                                                                                                                                            • Product usage varies by location in the home
                                                                                                                                              • Figure 61: Usage locations, May 2012
                                                                                                                                          • Product Selection

                                                                                                                                            • Key points
                                                                                                                                              • Odor elimination and fresh smell are top air freshener attributes
                                                                                                                                                • Figure 62: Important factors in selecting air fresheners, May 2012
                                                                                                                                              • Women have great expectations of air freshener products
                                                                                                                                                • Figure 63: Important factors in selecting air fresheners – Any important, by gender, May 2012
                                                                                                                                              • Age has an impact on the importance consumers place on different product attributes in selecting air freshener products
                                                                                                                                                • Figure 64: Important factors in selecting air fresheners – Any important, by age, May 2012
                                                                                                                                              • Respondents from lower-income households place importance on a number of attributes
                                                                                                                                                • Figure 65: Important factors in selecting air fresheners – Any important, by household income, May 2012
                                                                                                                                              • Battery-operated stand-alone spray, flameless candle, and reed diffuser/scented oil users among the most demanding
                                                                                                                                                • Figure 66: Important factors in selecting air fresheners, by air freshener usage, May 2012
                                                                                                                                                • Figure 67: Important factors in selecting air fresheners, by air freshener usage, May 2012
                                                                                                                                            • Purchase Habits

                                                                                                                                              • Key points
                                                                                                                                                • Shopping habits vary by gender, with scent-testing being the most important for consumers
                                                                                                                                                  • Figure 68: Air freshener purchase habits, by gender, May 2012
                                                                                                                                                • Younger consumers are more likely to be price conscious and older consumers are more likely to be brand loyal
                                                                                                                                                  • Figure 69: Air freshener purchase habits, by age, May 2012
                                                                                                                                                • Household income a factor in product choice
                                                                                                                                                  • Figure 70: Air freshener purchase habits, by household income, May 2012
                                                                                                                                                • Candle store, home décor, and gift store shoppers are more likely to try new and different scents
                                                                                                                                                  • Figure 71: Air freshener purchase habits, by locations air fresheners purchased from, May 2012
                                                                                                                                              • Attitudes toward Air Fresheners

                                                                                                                                                • Key points
                                                                                                                                                  • Most consumers use different scents for different purposes or areas of the home
                                                                                                                                                    • Figure 72: Attitudes toward air fresheners, May 2012
                                                                                                                                                  • Women more likely to seek variety
                                                                                                                                                    • Figure 73: Attitudes toward air fresheners, by gender, May 2012
                                                                                                                                                  • Attitudes of 18-24s suggest limited use and greater skepticism of product performance
                                                                                                                                                    • Figure 74: Attitudes toward air fresheners, by age, May 2012
                                                                                                                                                  • Lower-income segments more likely to have “use as needed” attitudes
                                                                                                                                                    • Figure 75: Attitudes toward air fresheners, by household income, May 2012
                                                                                                                                                • Interest in New Product Attributes

                                                                                                                                                  • Key points
                                                                                                                                                    • Performance and greater convenience are main attributes desired by consumers
                                                                                                                                                      • Figure 76: Interest in air freshener attributes – Any interested, by gender, May 2012
                                                                                                                                                    • Younger respondents look for innovation
                                                                                                                                                      • Figure 77: Interest in air freshener attributes – Any interested, by age, May 2012
                                                                                                                                                  • Preferred Air Freshener Scents

                                                                                                                                                    • Key points
                                                                                                                                                      • Spice/ingredient scents and flower scents among the most popular
                                                                                                                                                        • Figure 78: Preferred scents, May 2012
                                                                                                                                                        • Figure 79: Preferred scents for sprays or aerosols, by gender, May 2012
                                                                                                                                                        • Figure 80: Preferred scents for plug-ins, by gender, May 2012
                                                                                                                                                        • Figure 81: Preferred scents for battery-operated/stand-alone sprays, by gender, May 2012
                                                                                                                                                        • Figure 82: Preferred scents for solid/gel air fresheners, by gender, May 2012
                                                                                                                                                    • Race and Hispanic Origin

                                                                                                                                                      • Key points
                                                                                                                                                        • High air freshener usage is seen among Hispanics and blacks
                                                                                                                                                          • Figure 83: Use of air freshener sprays/room deodorizers by race/Hispanic origin, October 2010-November 2011
                                                                                                                                                          • Figure 84: Population, by race and Hispanic origin, 2007-17
                                                                                                                                                          • Figure 85: Air freshener usage, by race/Hispanic origin, May 2012
                                                                                                                                                        • Hispanics and blacks stand out as demanding air freshener consumers
                                                                                                                                                          • Figure 86: Important factors in selecting air fresheners – Any important, by race/Hispanic origin, May 2012
                                                                                                                                                        • Asians or Pacific Islanders report a number of concerns with air freshener products
                                                                                                                                                          • Figure 87: Attitudes toward air fresheners, by race/Hispanic origin, May 2012
                                                                                                                                                        • Blacks and other races are among the most particular in how they purchase air freshener products
                                                                                                                                                          • Figure 88: Air freshener purchase habits, by race/Hispanic origin, May 2012
                                                                                                                                                      • Correspondence Analysis

                                                                                                                                                        • Methodology
                                                                                                                                                          • Sprays and plug-ins command “everyday” and “practical” associations
                                                                                                                                                            • Solids/gels associated with being for everyday and safe
                                                                                                                                                              • Reed diffusers/scented oils associated with luxury and expense, but can leverage their association of being a decorative object
                                                                                                                                                                • Figure 89: Correspondence Analysis, May 2012
                                                                                                                                                                • Figure 90: Qualities associated with air freshener types, May 2012
                                                                                                                                                            • Cluster Analysis

                                                                                                                                                                • Figure 91: Target clusters, May 2012
                                                                                                                                                              • Cluster 1: Functional Fresheners
                                                                                                                                                                • Characteristics
                                                                                                                                                                  • Opportunity
                                                                                                                                                                    • Cluster 2: Total Trailblazers
                                                                                                                                                                      • Characteristics
                                                                                                                                                                        • Opportunity
                                                                                                                                                                          • Cluster 3: Unengaged Users
                                                                                                                                                                            • Characteristics
                                                                                                                                                                              • Opportunity
                                                                                                                                                                                • Cluster characteristic tables
                                                                                                                                                                                  • Figure 92: Air freshener usage, by target clusters, May 2012
                                                                                                                                                                                  • Figure 93: Important factors in selecting air fresheners – Any important, by target clusters, May 2012
                                                                                                                                                                                  • Figure 94: Important factors in selecting air fresheners – Very important, by target clusters, May 2012
                                                                                                                                                                                  • Figure 95: Attitudes toward air fresheners, by target clusters, May 2012
                                                                                                                                                                                  • Figure 96: Locations air fresheners purchased from, by target clusters, May 2012
                                                                                                                                                                                  • Figure 97: Air freshener purchase habits, by target clusters, May 2012
                                                                                                                                                                                  • Figure 98: Interest in air freshener attributes – Any interested, by target clusters, May 2012
                                                                                                                                                                                • Cluster demographic tables
                                                                                                                                                                                  • Figure 99: Target clusters, by demographics, May 2012
                                                                                                                                                                                • Cluster Methodology
                                                                                                                                                                                • IRI/Builders—Key Household Purchase Measures

                                                                                                                                                                                    • Overview of air fresheners
                                                                                                                                                                                      • Home air fresheners
                                                                                                                                                                                        • Consumer insights on key purchase measures
                                                                                                                                                                                          • Brand map
                                                                                                                                                                                            • Figure 100: Brand map, selected brands of home air fresheners, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                          • Brand leader characteristics
                                                                                                                                                                                            • Key purchase measures
                                                                                                                                                                                              • Figure 101: Key purchase measures for the top brands of home air fresheners, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                          • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                            • Usage location in the home
                                                                                                                                                                                              • Figure 102: Where battery-operated/stand-alone sprays are used, by gender, May 2012
                                                                                                                                                                                              • Figure 103: Where sprays or aerosols are used, by gender, May 2012
                                                                                                                                                                                              • Figure 104: Where plug-ins are used, by gender, May 2012
                                                                                                                                                                                              • Figure 105: Where solid/gel air fresheners are used, by gender, May 2012
                                                                                                                                                                                              • Figure 106: Where liquids or oils are used, by gender, May 2012
                                                                                                                                                                                              • Figure 107: Where incense is used, by gender, May 2012
                                                                                                                                                                                              • Figure 108: Where potpourri is used, by gender, May 2012
                                                                                                                                                                                            • Product selection
                                                                                                                                                                                              • Figure 109: Important factors in selecting air fresheners – Very important, by gender, May 2012
                                                                                                                                                                                              • Figure 110: Important factors in selecting air fresheners – Any important, by age, May 2012
                                                                                                                                                                                              • Figure 111: Important factors in selecting air fresheners – Very important, by household income, May 2012
                                                                                                                                                                                              • Figure 112: Important factors in selecting air fresheners – Very important, by race/Hispanic origin, May 2012
                                                                                                                                                                                            • Purchase habits
                                                                                                                                                                                              • Figure 113: Air freshener purchase habits, by male and age, May 2012
                                                                                                                                                                                              • Figure 114: Air freshener purchase habits, by female and age, May 2012
                                                                                                                                                                                              • Figure 115: Air freshener purchase habits, by air freshener usage, May 2012
                                                                                                                                                                                              • Figure 116: Air freshener purchase habits, by air freshener usage, May 2012
                                                                                                                                                                                            • Locations air fresheners purchased from
                                                                                                                                                                                              • Figure 117: Locations air fresheners purchased from, by gender, May 2012
                                                                                                                                                                                              • Figure 118: Locations air fresheners purchased from, by age, May 2012
                                                                                                                                                                                              • Figure 119: Locations air fresheners purchased from, by race/Hispanic origin, May 2012
                                                                                                                                                                                              • Figure 120: Locations air fresheners purchased from, by household income, May 2012
                                                                                                                                                                                            • Preferred air freshener scents
                                                                                                                                                                                              • Figure 121: Preferred scents for reed diffusers/scented oils, by gender, May 2012
                                                                                                                                                                                              • Figure 122: Preferred scents for liquids or oils, by gender, May 2012
                                                                                                                                                                                              • Figure 123: Preferred scents for incense, by gender, May 2012
                                                                                                                                                                                              • Figure 124: Preferred scents for potpourri, by gender, May 2012
                                                                                                                                                                                            • Interest in new product attributes
                                                                                                                                                                                              • Figure 125: Interest in air freshener attributes – Any interested, by household income, May 2012
                                                                                                                                                                                              • Figure 126: Interest in air freshener attributes – Any interested, by race/Hispanic origin, May 2012
                                                                                                                                                                                              • Figure 127: Interest in air freshener attributes – Any interested, by male and age, May 2012
                                                                                                                                                                                              • Figure 128: Interest in air freshener attributes – Any interested, by female and age, May 2012
                                                                                                                                                                                              • Figure 129: Interest in air freshener attributes, by air freshener usage, May 2012
                                                                                                                                                                                              • Figure 130: Interest in air freshener attributes, by air freshener usage, May 2012
                                                                                                                                                                                            • Attitudes toward air fresheners
                                                                                                                                                                                              • Figure 131: Attitudes toward air fresheners, by air freshener usage, May 2012
                                                                                                                                                                                              • Figure 132: Attitudes toward air fresheners, by air freshener usage, May 2012
                                                                                                                                                                                              • Figure 133: Attitudes toward air fresheners, by important factors in selecting air fresheners, May 2012
                                                                                                                                                                                              • Figure 134: Attitudes toward air fresheners, by important factors in selecting air fresheners, May 2012
                                                                                                                                                                                          • Appendix—Trade Associations

                                                                                                                                                                                            Companies Covered

                                                                                                                                                                                            • Henkel Corporation
                                                                                                                                                                                            • Procter & Gamble Company (The)
                                                                                                                                                                                            • Procter & Gamble USA
                                                                                                                                                                                            • Reckitt Benckiser USA
                                                                                                                                                                                            • S.C. Johnson & Son, Inc.
                                                                                                                                                                                            • SC Johnson
                                                                                                                                                                                            • Walmart Stores (USA)

                                                                                                                                                                                            US Air Freshener Market - September 2012

                                                                                                                                                                                            US $3,995.00 (Excl.Tax)