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Household Fresheners - France - October 2009

The home environment is increasingly important, both as a style-statement and in terms of building a 'cocoon' – a refuge from the outside world. How a home is fragranced is becoming an element in this environment, reflecting a growing interest in interior decor and atmosphere. The household fresheners market is becoming increasingly polarised between cheaper, functional products to tackle odours in kitchens and bathrooms, and much more sophisticated 'ambience creation' in living spaces.

The latter trend has pushed electrical air care into pole position in value terms, but price remains crucial and scented candles, which can be just as effective at creating ambience and come in a wider range of 'natural' fragrances and are cheaper, are now the air care mode of choice for a majority of users.

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.

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Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
          • Abbreviations
          • Market in Brief

            • A large customer base…
              • From cave to cocoon
                • The natural versus the chemical
                  • Room for smaller players
                    • Future
                    • Internal Market Environment

                      • Key points
                        • Home sweet home
                          • The odour of cleanliness
                            • The air care paradox
                              • From masking to mood-enhancement
                                • It's a winter thing
                                  • Masking the smell of the smoker
                                    • Figure 1: Penetration and frequency of using household fresheners in France, by smokers and non-smokers, 2008
                                    • Figure 2: Proportion of adults who smoke, by country, 2004-08
                                    • Figure 3: Penetration of household fresheners in France, by type, smokers and non-smokers, 2008
                                  • Pets' presence
                                    • Figure 4: Penetration and frequency of using household fresheners in France, by pet ownership, 2008
                                    • Figure 5: Pet owners as percentage of population, by country, 2008
                                    • Figure 6: Trends in household pet ownership in France, 2004-08
                                    • Figure 7: Penetration of household fresheners in France, by type, by pet ownership, 2008
                                  • Fewer bathrooms, less air care?
                                    • Figure 8: Number of bathrooms in home, by country, 2008
                                    • Figure 9: Penetration and frequency of using household fresheners in France, by number of bathrooms, 2008
                                    • Figure 10: Penetration of using household fresheners in France, by type, by number of bathrooms, 2008
                                  • 31 million potential market for car air care
                                    • Figure 11: French private car parc, 2004-08
                                • Broader Market Environment

                                  • Key points
                                    • The recession hits consumer spending
                                      • Figure 12: Trends in French PDI, consumer expenditure and GDP, at current prices, 2004-14
                                    • Working women look for assistance in the home
                                      • Figure 13: Trends in French employment, by gender, 2002-06
                                    • The imperatives of ageing
                                      • Figure 14: Trends in French population, by age, 2003-13
                                    • A falling family market?
                                      • Figure 15: The changing French household structure, 2003-07
                                  • Who’s Innovating?

                                    • Key points
                                      • French market no longer the main focus
                                        • Figure 16: Percentage of new product launches in household fresheners, by country, 2006-09
                                      • Most activity in standard air care – and candles light up
                                        • Figure 17: Percentage of new product launches in household fresheners, by category, 2006-09
                                      • There's a niche for us…
                                        • Figure 18: Percentage of new product launches in household fresheners, by company, 2006-09
                                      • Natural is the watchword
                                        • Figure 19: Number of new product launches in household fresheners, by positioning, 2006-09
                                      • Mask the bad and market the beautiful
                                        • Creating the 'olfactive ambience'
                                          • Selling the natural – naturally
                                            • The quest for novel technology
                                              • Fine fragrance houses join the fray
                                                • The scent of the season
                                                  • The feelgood factor…
                                                    • Air care at a premium
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • A better-than-expected performance
                                                          • Figure 20: French retail value sales of household fresheners, at current and constant prices, 2004-14
                                                        • Slow-release rules, and candles do well
                                                          • Figure 21: French retail value sales of household fresheners, by type, 2007-09
                                                        • Prospects
                                                          • Factors used in the forecast
                                                          • Segment Performance

                                                            • Key points
                                                              • Slow-release spearheads ambience-creation
                                                                • Figure 22: French retail value sales of slow-release household fresheners, at current and constant prices, 2004-14
                                                              • Electrical fresheners take half the sector
                                                                • Figure 23: French retail value sales of slow-release household fresheners, by type, 2007-09
                                                              • Aerosols fail to click with consumers
                                                                • Figure 24: French retail value sales of household freshener sprays, at current and constant prices, 2004-14
                                                                • Figure 25: French retail value sales of household freshener sprays, by type, 2007-09
                                                              • Worth more than a candle
                                                                • Figure 26: French retail value sales of candles, at current and constant prices, 2004-14
                                                                • Figure 27: French retail value sales of candles, by type, 2007-09
                                                              • On the road
                                                                • Figure 28: French retail value sales of car household fresheners, at current and constant prices, 2004-14
                                                                • Figure 29: French retail value sales of car household fresheners, by type, 2007-09
                                                              • Other air care
                                                                • Figure 30: French retail value sales of other household fresheners, at current and constant prices, 2004-14
                                                                • Figure 31: French retail value sales of other household fresheners, by type, 2007-09
                                                            • Market Share

                                                              • Key points
                                                                • Two-thirds of sales for top two players
                                                                  • Figure 32: Manufacturers’ value shares of household fresheners, 2007-09
                                                              • Companies and Products

                                                                • Reckitt Benckiser
                                                                  • SC Johnson
                                                                    • Sara Lee
                                                                      • Iba
                                                                        • Procter & Gamble
                                                                        • Channels to Market

                                                                          • Key points
                                                                            • Hypers and supers rule
                                                                              • Figure 33: Retail sales of aircare, by outlet channel, 2007-09
                                                                          • The Consumer – Pan-European Overview

                                                                            • Key points
                                                                              • Air care – a Gallic taste?
                                                                                • Figure 34: Penetration and frequency of using household fresheners, by country, 2008
                                                                              • The decorative and the scented go down well
                                                                                • Figure 35: Penetration of household fresheners, by country, by type, 2008
                                                                            • The Consumer – Trends in France

                                                                              • Key points
                                                                                • Penetration pulls back a little after slumping
                                                                                  • Figure 36: Penetration and frequency of using air fresheners in France, 2004-08
                                                                                • Little can hold a candle to candles
                                                                                  • Figure 37: Penetration of air fresheners in France, by type, 2004-08
                                                                              • The Consumer – Usage and Attitudes

                                                                                • Key points
                                                                                  • Larger households drive usage
                                                                                    • Detailed demographics
                                                                                      • Figure 38: Penetration and frequency of using air fresheners in France, by main shoppers, 2008
                                                                                    • But household fresheners appeal most to the most home-conscious
                                                                                      • Figure 39: Use of air fresheners, by attitudes towards the home, 2008

                                                                                  Companies Covered

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                                                                                  Household Fresheners - France - October 2009

                                                                                  US $640.98 (Excl.Tax)