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Household Fresheners - Spain - October 2009

After the double-digit growth witnessed at the beginning of the 2004-09 review period, value growth in the Spanish market for household fresheners has steadily slowed down. Expectations for 2009 are modest, with sales estimated to be up by just over 1% to reach €234 million. This lacklustre performance is mainly due to stagnating value sales of slow-release fresheners, which dominate the market, with premium-priced powered fresheners hit by the economic recession and rapidly growing own-label share.

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

            • Days of double-digit growth are a thing of the past
              • Increasing maturity
                • Economic recession has an adverse effect
                  • Back to basics
                    • Own-labels erode demand for leading brands
                      • Future
                      • Internal Market Environment

                        • Key points
                          • Fresheners move away from mere functionality
                            • Smokers are a key target group for fresheners
                              • Figure 1: Proportion of adults who smoke, by country, 2004-08
                              • Figure 2: Penetration and frequency of using household fresheners in Spain, by smokers and non-smokers, 2008
                              • Figure 3: Penetration of household fresheners in Spain, by type, by smokers and non-smokers, 2008
                            • Pet ownership is a positive market driver
                              • Figure 4: Pet owners as percentage of population, by country, 2008
                              • Figure 5: Trends in pet ownership in Spain, 2004-08
                              • Figure 6: Penetration and frequency of using household fresheners in Spain, by pet ownership, 2008
                              • Figure 7: Penetration of household fresheners in Spain, by type, by pet ownership, 2008
                            • Many Spanish households have multiple bathrooms
                              • Figure 8: Number of bathrooms in home, by country, 2008
                              • Figure 9: Penetration and frequency of using household fresheners in Spain, by number of bathrooms, 2008
                              • Figure 10: Penetration of using household fresheners in Spain, by type, by number of bathrooms, 2008
                            • Health issues and green concerns
                              • Can household fresheners cause health problems?
                              • Broader Market Environment

                                • Key points
                                  • Shrinking number of 15-24-year-olds is negative news
                                    • Figure 11: Trends in the age structure of the Spanish population, by gender, 2003-13
                                  • Weakened consumer wealth and growing unemployment hit top-end products the worst
                                    • Figure 12: Trends in Spanish PDI, consumer expenditure and GDP, at current prices, 2004-14
                                    • Figure 13: Trends in Spanish employment, by gender, 2001-05
                                  • Shrinking household size also poses a challenge
                                    • Figure 14: Trends in number of Spanish households, by size, 2000-04
                                • Who’s Innovating?

                                  • Key points
                                    • Accelerated product activity in Spain
                                      • Figure 15: Percentage of new product launches in household fresheners, by country, 2006-09
                                    • Non-powered fresheners receive main attention
                                      • Figure 16: Percentage of new product launches in household fresheners in Spain, by category, 2006-09
                                    • Refills increasingly common
                                      • Figure 17: Number of new product launches in household fresheners, by positioning, 2006-09
                                    • Active own-labels
                                      • Figure 18: Percentage of new product launches in household fresheners, by company, 2006-09
                                    • Powered up
                                      • Fresh sensations
                                        • Exotic fragrances
                                          • Anti-allergy fresheners
                                          • Market Size and Forecast

                                            • Key points
                                              • Growth slows down further
                                                • Figure 19: Spanish retail value sales of household fresheners, at current and constant prices, 2004-14
                                              • Slow-release fresheners stagnate
                                                • Figure 20: Spanish retail value sales of household fresheners, by type, 2007-09
                                              • What the future holds
                                                • Factors used in the forecast
                                                • Segment Performance

                                                  • Key points
                                                    • Recessionary slow-release fresheners
                                                      • Figure 21: Spanish retail value sales of slow-release household fresheners, at current and constant prices, 2004-14
                                                      • Figure 22: Spanish retail value sales of slow-release household fresheners, by type, 2007-09
                                                    • Sprays set to benefit
                                                      • Figure 23: Spanish retail value sales of spray household fresheners, at current and constant prices, 2004-14
                                                    • Candles remain a niche
                                                      • Figure 24: Spanish retail value sales of candles and other household fresheners, at current and constant prices, 2004-14
                                                  • Market Share

                                                    • Key points
                                                      • Multinationals dominate, but own-labels gain ground
                                                        • Figure 25: Manufacturers’ retail value shares of household fresheners, 2007-09
                                                      • Sara Lee leads in slow-release
                                                        • Figure 26: Manufacturers’ retail value shares of slow-release household fresheners, 2007-09
                                                      • SC Johnson takes top spot in sprays and candles
                                                        • Figure 27: Manufacturers’ retail value shares of sprays, candles and other household fresheners, 2007-09
                                                    • Companies and Products

                                                      • Sara Lee
                                                        • Johnson’s Wax (SC Johnson)
                                                          • Reckitt Benckiser
                                                          • Channels to Market

                                                            • Key points
                                                              • Grocery multiples dominate distribution
                                                                • Figure 28: Spanish retail value sales of household fresheners, by outlet type, 2007-09
                                                              • Own-labels and discounters gain ground
                                                              • The Consumer – Pan-European Overview

                                                                • Key points
                                                                  • Freshener penetration of European average in Spain
                                                                    • Figure 29: Penetration and frequency of using air fresheners, by country, 2008
                                                                  • Spaniards prefer plug-ins
                                                                    • Figure 30: Penetration of air fresheners, by country, by type, 2008
                                                                • The Consumer – Trends in Spain

                                                                  • Key points
                                                                    • Products purchased more frequently
                                                                      • Figure 31: Trends in penetration and frequency of using air fresheners in Spain, 2004-08
                                                                      • Figure 32: Trends in penetration of air fresheners in Spain, by type, 2004-08
                                                                    • Under-25s are core users
                                                                      • Figure 33: Penetration and frequency of using air fresheners in Spain, by demographic sub-group, 2008
                                                                  • The Consumer – Attitudes

                                                                    • Key points
                                                                      • Home sweet home
                                                                        • Figure 34: Use of air fresheners, by attitudes towards the home, 2008

                                                                    Companies Covered

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                                                                    Household Fresheners - Spain - October 2009

                                                                    £495.00 (Excl.Tax)