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Air Fresheners - US - September 2013

“Air fresheners are widely used in American households and the market is growing and recovering from the recession. However, there are some challenges. Plug-in and battery-operated product sales are struggling, there is growing concern around chemical content that is used in air fresheners, and companies have to look to new ways to expand this mature category.”

– Gabriela Elani, Home & Personal Care Analyst

Some questions answered in this report include:

  • Plug-in and battery-operated product segment struggling to grow
  • Desire for more transparency and “better for you” products
  • Expanding an already mature market

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • 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, 2008-18
                      • Market factors
                        • Consumers have a more positive outlook
                          • Growing black and Hispanic segments will help the category
                            • Greater desire for transparency
                              • Segment performance
                                • Figure 2: Total U.S. retail sales of air fresheners, by segment, at current prices, 2011 and 2013
                              • Market players
                                • Figure 3: Share of MULO sales of air fresheners, by leading companies, 2013
                              • The consumer
                                • Aerosols most commonly used air freshener product
                                  • Figure 4: Air freshener usage, July 2013
                                • Younger men and women have more complex air freshener usage routines
                                  • Scent testing crucial when it comes to shopping for air fresheners
                                    • Figure 5: Shopping behaviors, July 2013
                                  • Consumers interested in seeing air freshener products with added functional benefits
                                    • Figure 6: Any interest in new product attributes and formats, July 2013
                                  • What we think
                                  • Issues and Insights

                                      • Plug-in and battery-operated product segment struggling to grow
                                        • Issues
                                          • Insights
                                            • Desire for more transparency and “better for you” products
                                              • Issues
                                                • Insights
                                                  • Expanding an already mature market
                                                    • Issues
                                                      • Insights
                                                      • Trend Applications

                                                          • Trend: Many Mes
                                                            • Trend: Transumers
                                                              • Mintel Futures: Brand Intervention
                                                              • Market Size and Forecast

                                                                • Key points
                                                                  • Category is recovering and growth expected in the next few years
                                                                    • Sales and forecast of air fresheners
                                                                      • Figure 7: Total U.S. retail sales and forecast of air fresheners, at current prices, 2008-18
                                                                      • Figure 8: Total U.S. retail sales and forecast of air fresheners, at inflation-adjusted prices, 2008-18
                                                                    • Fan chart forecast
                                                                        • Figure 9: Total U.S. retail sales and fan chart forecast of air fresheners, at current prices, 2008-18
                                                                    • Market Drivers

                                                                      • Key points
                                                                        • Consumer confidence in economy is growing
                                                                          • Figure 10: University of Michigan’s index of consumer sentiment (ICS), 2007-13
                                                                        • Growing ethnic populations to help market based on their high usage
                                                                          • Figure 11: Population, by race and Hispanic origin, 2008-18
                                                                        • Greater desire for transparency
                                                                        • Competitive Context

                                                                          • Scented candles provide strong competition
                                                                            • Opportunity for the air fresheners market
                                                                              • Scented cleaning products can pull consumers away from category
                                                                                • Opportunity for the air fresheners market
                                                                                • Segment Performance

                                                                                  • Key points
                                                                                    • Plug-in and battery-operated air fresheners top segment in the market
                                                                                      • Aerosols benefit from convenience and ease of use they provide
                                                                                        • Vehicle air fresheners segment doubles in size
                                                                                          • Slow-release segment does well, but still has catching up to do
                                                                                            • Sales of air fresheners, by segment
                                                                                              • Figure 12: Total U.S. retail sales of air fresheners, by segment, at current prices, 2011 and 2013
                                                                                          • Segment Performance—Plug-In and Battery-Operated Air Fresheners

                                                                                            • Key points
                                                                                              • Flat sales expected for plug-in and battery-operated segment
                                                                                                • Sales and forecast of plug-in and battery-operated air fresheners
                                                                                                  • Figure 13: Total U.S. retail sales and forecast of plug-in and battery-operated air fresheners, at current prices, 2008-13
                                                                                              • Segment Performance—Aerosol Air Fresheners

                                                                                                • Key points
                                                                                                  • Aerosols benefit from being most widely used air freshener form
                                                                                                    • Sales and forecast of aerosol air fresheners
                                                                                                      • Figure 14: Total U.S. retail sales and forecast of aerosol air fresheners, at current prices, 2008-13
                                                                                                  • Segment Performance—Vehicle Air Fresheners

                                                                                                    • Key points
                                                                                                      • Febreze transforms the vehicle segment and doubles its size
                                                                                                        • Sales and forecast of vehicle air fresheners
                                                                                                          • Figure 15: Total U.S. retail sales and forecast of vehicle air fresheners, at current prices, 2008-13
                                                                                                      • Segment Performance—Slow-Release Air Fresheners

                                                                                                        • Key points
                                                                                                          • Slow-release air fresheners post solid growth in past two years
                                                                                                            • Sales and forecast of slow-release air fresheners
                                                                                                              • Figure 16: Total U.S. retail sales and forecast of slow-release air fresheners, at current prices, 2008-13
                                                                                                          • Retail Channels

                                                                                                            • Key points
                                                                                                              • Most air freshener purchases happening through “other retail channels”
                                                                                                                • Sales of air fresheners, by channel
                                                                                                                  • Figure 17: Total U.S. retail sales of air fresheners, by channel, at current prices, 2011-13
                                                                                                                  • Figure 18: Total U.S. retail sales of air fresheners, by channel, at current prices, 2008-13
                                                                                                              • Leading Companies

                                                                                                                • Key points
                                                                                                                  • SC Johnson and P&G lead the MULO market
                                                                                                                    • MULO manufacturer sales of air fresheners
                                                                                                                      • Figure 19: MULO sales of air fresheners, by leading companies, 2012 and 2013
                                                                                                                  • Brand Share—Plug-In and Battery-Operated Air Fresheners

                                                                                                                    • Key points
                                                                                                                      • SC Johnson and Reckitt Benckiser top two segment players
                                                                                                                        • MULO sales of plug-in and battery-operated air fresheners
                                                                                                                          • Figure 20: MULO sales of plug-in and battery-operated air fresheners, by leading companies, 2012 and 2013
                                                                                                                      • Brand Share—Aerosol Air Fresheners

                                                                                                                        • Key points
                                                                                                                          • P&G leading with Febreze brand
                                                                                                                            • Henkel Group growing in both sales and market share
                                                                                                                              • SC Johnson and Reckitt Benckiser find success in MULO aerosol segment
                                                                                                                                • MULO sales of aerosol air fresheners
                                                                                                                                  • Figure 21: MULO sales of aerosol air fresheners, by leading companies, 2012 and 2013
                                                                                                                              • Brand Share—Vehicle Air Fresheners

                                                                                                                                • Key points
                                                                                                                                  • P&G biggest success story for the segment
                                                                                                                                    • Well-known vehicle freshener brands struggle
                                                                                                                                      • Success of Febreze and Glade underscore opportunity for other brands
                                                                                                                                        • MULO sales of vehicle air fresheners
                                                                                                                                          • Figure 22: MULO sales of vehicle air fresheners, by leading companies, 2012 and 2013
                                                                                                                                      • Brand Share—Slow-Release Air Fresheners

                                                                                                                                        • Key points
                                                                                                                                          • Henkel Group leads the MULO slow-release segment
                                                                                                                                            • Febreze Stick & Refresh enjoys success
                                                                                                                                              • MULO sales of slow-release air fresheners
                                                                                                                                                • Figure 23: MULO sales of slow-release air fresheners, by leading companies, 2012 and 2013
                                                                                                                                            • Innovations and Innovators

                                                                                                                                              • Yankee Candle and Bath & Body Works leading 2013 with most product launches
                                                                                                                                                • Figure 24: Air freshener product launches, by company, 2008-13
                                                                                                                                              • Refill top claim, seasonal claims gaining ground
                                                                                                                                                • Figure 25: Air freshener product launches, by claims, 2008-13
                                                                                                                                              • Gourmet/edible and fresh/clean top fragrance group
                                                                                                                                                • Figure 26: Air freshener product launches, by fragrance component group, 2008-13
                                                                                                                                              • Seasonal collections keep consumers engaged year-round
                                                                                                                                                • Refill options are plentiful
                                                                                                                                                  • New diffuser models beyond reeds
                                                                                                                                                    • Relaxation and winding down for sleep are emerging benefits
                                                                                                                                                    • Marketing Strategies

                                                                                                                                                      • Overview
                                                                                                                                                        • Glade focuses on marketing seasonal scent collections
                                                                                                                                                          • Figure 27: Glade print ad, 2013
                                                                                                                                                          • Figure 28: Glade print ad and coupons, August 2013
                                                                                                                                                        • Febreze continues to put consumers’ noses to the test
                                                                                                                                                          • Figure 29: Febreze Stick & Refresh TV ad, 2013
                                                                                                                                                          • Figure 30: Febreze car vent clip TV ad, 2013
                                                                                                                                                        • Air Wick strongly promoting national parks collection
                                                                                                                                                          • Figure 31: Air Wick National Park TV ad, 2013
                                                                                                                                                      • Social Media

                                                                                                                                                        • Key points
                                                                                                                                                          • Key social media metrics
                                                                                                                                                            • Figure 32: Key brand metrics, air freshener brands, August 2013
                                                                                                                                                          • Market overview
                                                                                                                                                            • Brand usage and awareness
                                                                                                                                                              • Figure 33: Usage and awareness of selected air freshener brands, July 2013
                                                                                                                                                            • Interaction with brands
                                                                                                                                                              • Figure 34: Interaction with selected air freshener brands, May 2013
                                                                                                                                                            • Online conversations
                                                                                                                                                              • Figure 35: Online mentions, selected air freshener brands, by week, Feb. 3-Aug. 4, 2013
                                                                                                                                                            • Where are people talking about air freshener brands?
                                                                                                                                                              • Figure 36: Mentions, by page type, selected air freshener brands, Feb. 3-Aug. 4, 2013
                                                                                                                                                            • What are people talking about?
                                                                                                                                                              • Figure 37: Mentions, by type of conversation, selected air freshener brands, Feb. 3-Aug. 4, 2013
                                                                                                                                                              • Figure 38: Major areas of discussion surrounding air freshener brands, by week, Feb. 3-Aug. 4, 2013
                                                                                                                                                              • Figure 39: Major areas of discussion surrounding air freshener brands, by page type, Feb. 3-Aug. 4, 2013
                                                                                                                                                            • Brand analysis
                                                                                                                                                              • Febreze
                                                                                                                                                                • Figure 40: Febreze key social media indicators, August 2013
                                                                                                                                                              • Key online campaigns
                                                                                                                                                                • What we think
                                                                                                                                                                  • Glade
                                                                                                                                                                    • Figure 41: Glade key social media indicators, August 2013
                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                    • What we think
                                                                                                                                                                      • Bath & Body Works
                                                                                                                                                                        • Figure 42: Bath & Body Works key social media indicators, August 2013
                                                                                                                                                                      • Key online campaigns
                                                                                                                                                                        • What we think
                                                                                                                                                                          • The Yankee Candle Company
                                                                                                                                                                            • Figure 43: The Yankee Candle Company key social media indicators, August 2013
                                                                                                                                                                          • Key online campaigns
                                                                                                                                                                            • What we think
                                                                                                                                                                              • Air Wick
                                                                                                                                                                                • Figure 44: Air Wick key social media indicators, August 2013
                                                                                                                                                                              • Key online campaigns
                                                                                                                                                                                • What we think
                                                                                                                                                                                  • Renuzit
                                                                                                                                                                                    • Figure 45: Renuzit key social media indicators, August 2013
                                                                                                                                                                                  • Key online campaigns
                                                                                                                                                                                    • What we think
                                                                                                                                                                                    • Air Freshener Usage

                                                                                                                                                                                      • Key points
                                                                                                                                                                                        • Air freshener usage incidence is high
                                                                                                                                                                                            • Figure 46: Air freshener usage, July 2013
                                                                                                                                                                                            • Figure 47: Types of air fresheners used, February 2007-March 2013
                                                                                                                                                                                          • Women more likely than men to use air fresheners
                                                                                                                                                                                            • Figure 48: Air freshener usage, by gender and age, July 2013
                                                                                                                                                                                          • Usage decreases with affluence
                                                                                                                                                                                            • Figure 49: Air freshener usage, by household income, July 2013
                                                                                                                                                                                          • Households with children have higher incidence of use
                                                                                                                                                                                            • Figure 50: Air freshener usage, by presence of children in household, July 2013
                                                                                                                                                                                        • Brand Usage

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Febreze most commonly used air freshener brand
                                                                                                                                                                                              • Figure 51: Brands of air fresheners used, by household income, January 2012-March 2013
                                                                                                                                                                                          • Air Freshener Usage Around the Home

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Consumers use different formats in different rooms around the home
                                                                                                                                                                                                • Figure 52: Air Freshener usage locations, July 2013
                                                                                                                                                                                              • Bathroom odors are most common odors consumers trying to tackle
                                                                                                                                                                                                • Figure 53: Household odors, July 2013
                                                                                                                                                                                              • Greater focus on bedroom-specific products may increase usage in this space
                                                                                                                                                                                                • Figure 54: Types of air fresheners used in adult bedrooms, by age, July 2013
                                                                                                                                                                                            • Usage Behaviors

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Younger consumers use air fresheners proactively and reactively
                                                                                                                                                                                                  • Figure 55: Air freshener usage behaviors, by gender and age, July 2013
                                                                                                                                                                                                • Less affluent respondents more likely to be using products as needed
                                                                                                                                                                                                  • Figure 56: Air freshener usage behaviors, by household income, July 2013
                                                                                                                                                                                              • Shopping Behaviors

                                                                                                                                                                                                • Key points
                                                                                                                                                                                                  • Scent testing is very important for consumers
                                                                                                                                                                                                    • Figure 57: Shopping behaviors, by gender and age, July 2013
                                                                                                                                                                                                  • Decreasing affluence increases likelihood of buying products based on price
                                                                                                                                                                                                    • Figure 58: Shopping behaviors, by household income, July 2013
                                                                                                                                                                                                  • Yankee Candle and Bath & Body Works offer more scent-testing opportunities
                                                                                                                                                                                                    • Figure 59: Shopping behaviors, by brands of air fresheners, July 2013
                                                                                                                                                                                                • New Product Opportunities

                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                    • Consumers looking to improve air quality and repel bugs
                                                                                                                                                                                                      • Figure 60: Interest in new product attributes and formats, July 2013
                                                                                                                                                                                                    • Younger consumers interested in added functional benefits and convenience
                                                                                                                                                                                                      • Figure 61: Interest in new product attributes and formats, by gender and age, July 2013
                                                                                                                                                                                                    • Lower- to middle-income consumers interested in all-natural ingredients
                                                                                                                                                                                                      • Figure 62: Interest in new product attributes and formats, by household income, July 2013
                                                                                                                                                                                                  • Race and Hispanic Origin

                                                                                                                                                                                                    • Key points
                                                                                                                                                                                                      • Black consumers and Hispanics most likely to use several types of air fresheners
                                                                                                                                                                                                        • Figure 63: Air freshener usage, by race/Hispanic origin, July 2013
                                                                                                                                                                                                      • Black consumers most likely to use air fresheners as part of cleaning routine
                                                                                                                                                                                                        • Figure 64: Air freshener usage behaviors, by race/Hispanic origin, July 2013
                                                                                                                                                                                                      • Scent testing most important to Hispanics
                                                                                                                                                                                                        • Figure 65: Shopping behaviors, by race/Hispanic origin, July 2013
                                                                                                                                                                                                      • Racial and ethnic segments interested in number of new products benefits
                                                                                                                                                                                                        • Figure 66: Interest in new product attributes and formats, by race/Hispanic origin, July 2013
                                                                                                                                                                                                    • Appendix – Other Useful Consumer Tables

                                                                                                                                                                                                      • Air freshener usage
                                                                                                                                                                                                        • Figure 67: Air freshener usage, by gender, July 2013
                                                                                                                                                                                                        • Figure 68: Air freshener usage, by age, July 2013
                                                                                                                                                                                                        • Figure 69: Air freshener usage, February 2007-March 2013
                                                                                                                                                                                                      • Brand usage
                                                                                                                                                                                                        • Figure 70: Brands of air fresheners used, by presence of children in household, January 2012-March 2013
                                                                                                                                                                                                        • Figure 71: Brands of air fresheners used, by race/Hispanic origin, January 2012-March 2013
                                                                                                                                                                                                      • Air freshener usage around the home
                                                                                                                                                                                                        • Figure 72: Any bathroom usage, by age, July 2013
                                                                                                                                                                                                        • Figure 73: Any living room or family room usage, by age, July 2013
                                                                                                                                                                                                      • Usage behaviors
                                                                                                                                                                                                        • Figure 74: Air freshener usage behaviors, by presence of children in household, July 2013
                                                                                                                                                                                                      • Household odors
                                                                                                                                                                                                        • Figure 75: Household odors, by gender, July 2013
                                                                                                                                                                                                        • Figure 76: Household odors, by gender and age, July 2013
                                                                                                                                                                                                        • Figure 77: Household odors, by household income, July 2013
                                                                                                                                                                                                        • Figure 78: Household Odors, by race/Hispanic origin, July 2013
                                                                                                                                                                                                        • Figure 79: Household odors, by air freshener usage, part 1, July 2013
                                                                                                                                                                                                        • Figure 80: Household odors, by air freshener usage, part 2, July 2013
                                                                                                                                                                                                      • Shopping behaviors
                                                                                                                                                                                                        • Figure 81: Shopping behaviors, by gender, July 2013
                                                                                                                                                                                                        • Figure 82: Shopping behaviors, by age, July 2013
                                                                                                                                                                                                      • New product opportunities
                                                                                                                                                                                                        • Figure 83: Interest in new product attributes and formats, by gender, July 2013
                                                                                                                                                                                                        • Figure 84: Interest in new product attributes and formats, by age, July 2013
                                                                                                                                                                                                        • Figure 85: Interest in new product attributes and formats, by presence of children in household, July 2013
                                                                                                                                                                                                        • Figure 86: Interest in new product attributes and formats, by brands of air fresheners, July 2013
                                                                                                                                                                                                    • Appendix – Social Media

                                                                                                                                                                                                      • Brand usage or awareness
                                                                                                                                                                                                        • Figure 87: Brand usage or awareness, July 2013
                                                                                                                                                                                                        • Figure 88: Air Wick usage or awareness, by demographics, July 2013
                                                                                                                                                                                                        • Figure 89: Febreze usage or awareness, by demographics, July 2013
                                                                                                                                                                                                        • Figure 90: Glade usage or awareness, by demographics, July 2013
                                                                                                                                                                                                        • Figure 91: Renuzit usage or awareness, by demographics, July 2013
                                                                                                                                                                                                        • Figure 92: Bath & Body Works usage or awareness, by demographics, July 2013
                                                                                                                                                                                                        • Figure 93: The Yankee Candle Company usage or awareness, by demographics, July 2013
                                                                                                                                                                                                      • Activities done
                                                                                                                                                                                                        • Figure 94: Activities done, July 2013
                                                                                                                                                                                                        • Figure 95: Air Wick—Activities done, by demographics, July 2013
                                                                                                                                                                                                        • Figure 96: Febreze—Activities done, by demographics, July 2013
                                                                                                                                                                                                        • Figure 97: Febreze—Activities done, by demographics, July 2013 (continued)
                                                                                                                                                                                                        • Figure 98: Glade—Activities done, by demographics, July 2013
                                                                                                                                                                                                        • Figure 99: Renuzit—Activities done, by demographics, July 2013
                                                                                                                                                                                                        • Figure 100: Bath & Body Works—Activities done, by demographics, July 2013
                                                                                                                                                                                                        • Figure 101: The Yankee Candle Company—Activities done, by demographics, July 2013
                                                                                                                                                                                                      • Online conversations
                                                                                                                                                                                                        • Figure 102: Online mentions, selected air freshener brands, by week, Feb. 3-Aug. 4, 2013
                                                                                                                                                                                                        • Figure 103: Mentions by page type, selected air freshener brands, Feb. 3-Aug. 4, 2013
                                                                                                                                                                                                        • Figure 104: Mentions by type of conversation, selected air freshener brands, Feb. 3-Aug. 4, 2013
                                                                                                                                                                                                        • Figure 105: Major areas of discussion surrounding air freshener brands, by week, Feb. 3-Aug. 4, 2013
                                                                                                                                                                                                        • Figure 106: Major areas of discussion surrounding air freshener brands, by page type, Feb. 3-Aug. 4, 2013
                                                                                                                                                                                                    • Appendix – Trade Associations

                                                                                                                                                                                                      Companies Covered

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                                                                                                                                                                                                      Air Fresheners - US - September 2013

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