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Household Fresheners - Germany - October 2009

While launch activity remains low, clever marketing strategies that transform product image from a mere commodity to a trendy lifestyle household accessory, as well as a ‘Wellness’ aid help to boost the German household fresheners market. Although volume sales have suffered during the recession, value sales have continued to grow, reaching €240 million in 2009, up 5% on 2008.

Odour neutralisers and scented candles have grown the fastest, while sprays, the largest segment, has lost ground to the more decorative slow-release products. In 2008, Reckitt Benckiser with Air Wick took over the leadership from SC Johnson, with Brise and Oust; together accounting for 60% of value sales.

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

            • Image upgrade results in good growth
              • Added value steals share from functional
                • Penetration continues to rise, yet remains low
                  • NPD activity is limited
                    • Reckitt Benckiser takes over
                      • Sophisticated products will drive future growth
                      • Internal Market Environment

                        • Key points
                          • Cocooning comes back
                            • Usage of air fresheners high among smokers
                              • Figure 1: Proportion of adults who smoke, by country, 2004-08
                              • Figure 2: Penetration and frequency of using household fresheners in Germany, by smokers and non-smokers, 2008
                              • Figure 3: Penetration of household fresheners in Germany, by type, smokers and non-smokers, 2008
                            • Pet ownership comparatively low in Germany
                              • Figure 4: Pet owners as percentage of population, by country, 2008
                              • Figure 5: Trends in household pet ownership in Germany, 2004-08
                              • Figure 6: Penetration and frequency of using household fresheners in Germany, by pet ownership, 2008
                              • Figure 7: Penetration of household fresheners in Germany, by type, by pet ownership, 2008
                            • Demand for at-home pampering helps sales of bathroom fresheners
                              • Figure 8: Number of bathrooms in home, by country, 2008
                              • Figure 9: Penetration and frequency of using household fresheners in Germany, by number of bathrooms, 2008
                              • Figure 10: Penetration of using household fresheners in Germany, by type, by number of bathrooms, 2008
                            • Number of cars still rising, if slowly
                              • Potential for compost-specific lines remains untapped
                                • Sustainability
                                  • Seasonal market
                                  • Broader Market Environment

                                    • Key points
                                      • Growing number of middle-aged Germans helps sales
                                        • Figure: Trends in German population, by age, 2003-13
                                      • Recession hits volume sales
                                        • Rising number of small households limits growth potential
                                          • Figure 11: Trends in number of German households, by size, 2003-07
                                        • Regulations and health warnings are a mixed bag for the market
                                          • REACH makes suppliers work harder
                                          • Who’s Innovating?

                                            • Key points
                                              • Figure 12: Percentage of new product launches in household fresheners, by country, 2006-09
                                              • Figure 13: Percentage of new product launches in household fresheners, by category, 2006-09
                                              • Figure 14: Number of new product launches in household fresheners, by positioning, 2006-09
                                              • Figure 15: Percentage of new product launches in household fresheners, by company, 2006-09
                                          • Market Size and Forecast

                                            • Key points
                                              • Steady progress despite resistance
                                                • Figure 16: German retail value sales of household fresheners, at current and constant prices, 2004-14
                                              • Prospects good
                                                • Ionisers to encroach
                                                  • Factors used in the forecast
                                                  • Segment Performance

                                                    • Key points
                                                      • Figure 17: German retail value sales of household fresheners, by type, 2007-09
                                                      • Figure 18: German retail value sales of household fresheners*, by primary function, 2007-09
                                                  • Market Share

                                                    • Key points
                                                      • Reckitt Benckiser now leads with Air Wick
                                                        • Figure 19: Manufacturers’ value shares of household fresheners, 2007-09
                                                      • Brand leaders by segment
                                                      • Companies and Products

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

                                                                  • Key points
                                                                    • Figure 20: German retail value sales of household fresheners, by outlet type, 2007-09
                                                                • The Consumer – Pan-European Overview

                                                                  • Key points
                                                                      • Figure 21: Penetration and frequency of using air fresheners, by country, 2008
                                                                      • Figure 22: Penetration of air fresheners, by country, by type, 2008
                                                                  • The Consumer – Trends in Germany

                                                                    • Key points
                                                                        • Figure 23: Penetration and frequency of using air fresheners in Germany, 2004-08
                                                                        • Figure 24: Penetration of air fresheners in Germany, by type, 2004-08
                                                                    • The Consumer – Usage and Attitudes

                                                                      • Key points
                                                                        • Offering a relaxing environment
                                                                          • Detailed demographics
                                                                            • Figure 25: Penetration and frequency of using air fresheners in Germany, by main shoppers, 2008
                                                                          • An interest in the home
                                                                            • Figure 26: Use of air fresheners, by attitudes towards the home, 2008

                                                                        Companies Covered

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                                                                        Household Fresheners - Germany - October 2009

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