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Household Fresheners - UK - October 2009

  • More than four in ten adults have an air freshener on hand in the bathroom, but there is a strong preference to open the window rather than use air fresheners.
  • Households with cats, dogs or caged birds are significantly more likely than average to use household fresheners or scented candles in order to mask unpleasant pet smells.
  • 17 million homes use household fresheners although the recession has seen people cut out spend on unnecessary items and household fresheners were used in 300,000 fewer households in 2009 compared to 2007.
  • Compared to the French, Spanish and Germans, the Brits are the only nation to favour the aerosol above all other formats. It is a convenient format that lends itself for use in the bathroom as a permanent standby to mask embarrassing smells.
  • The recession has seen consumers rationalise their spend on unnecessary items. As a result, in 2009, one in five adults had cut back on how much they spend on household fresheners.
  • The thought of breathing in the chemicals used in the household fresheners is the biggest put-off and is driving people to seek out more natural alternatives, such as reed diffusers and scented fresh cut flowers.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Abbreviations
          • Future Opportunities

            • A sense of family
              • Non-standard society
                • Insight
                  • Shopping with scent
                    • Improving the retail experience through scent
                      • Insight
                      • Market in Brief

                        • Market value and context
                          • Fresheners used in 17 million homes
                            • Scents a way of home improvement
                              • Avoiding embarrassment
                              • Internal Market Environment

                                • Key points
                                  • Attitudes towards the home and lifestyles
                                    • Figure 1: Lifestyle statements on attitudes towards home and cleaning, by use of air fresheners or scented candles, 2009
                                  • Time spent at home
                                    • Figure 2: Time spent at home, 2005-09
                                    • Figure 3: Time spent at home, by use of air fresheners or scented candles, 2009
                                  • Air fresheners not an alternative to cleaning
                                    • Figure 4: Time spent on household chores on an average weekday, by use of air fresheners or scented candles, 2009
                                  • More bathrooms = less need for fresheners
                                    • Figure 5: Number of bathrooms in home, by use of air fresheners or scented candles, 2009
                                  • UK car parc impacts demand for car fresheners
                                    • Figure 6: Numbers of car sales, registrations and the UK car parc, 2004-08
                                • Broader Market Environment

                                  • Key points
                                    • Demographic
                                      • Figure 7: Structure of the UK population, by age and gender, 2004-14
                                    • Household size
                                      • Figure 8: Trends in UK household size, 2004-14
                                    • Building design
                                      • Figure 9: Number of living rooms (including dining rooms) in home, 2005-09
                                    • Safety
                                      • Product stewardship programme
                                        • Cost of raw materials
                                        • Competitive Context

                                          • Key points
                                            • Fresheners are a leading category for launches
                                              • Figure 10: Household fresheners as a percentage of household product launches, by category, 2006-09
                                            • Essential items more highly-valued
                                              • Figure 11: Household products market, by category, 2009 (est)
                                            • Concern over chemicals
                                            • Strengths and Weaknesses

                                              • Strengths
                                                • Weaknesses
                                                • Who’s Innovating?

                                                  • Key points
                                                    • Innovation in air care by sub-category
                                                      • Figure 12: NPD, by sub-category, 2006-09
                                                    • Non-powered growth
                                                      • Candles fail to set the category on fire
                                                        • Plug-ins losing power
                                                          • Own label on the back foot
                                                            • Figure 13: NPD, by own label, 2006-09
                                                            • Figure 14: Launch activity of the leading innovators, by sub-category, January 2006-June 2009
                                                          • Air care for the environment
                                                            • Figure 15: Leading positioning claims amongst air care launches, 2007-09
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Sliding sales
                                                              • Figure 16: UK value sales of household fresheners, 2004-14
                                                            • Future of the market
                                                            • Segment Performance

                                                              • Key points
                                                                • Household dominates fragrance market
                                                                  • Figure 17: UK retail value sales of household fresheners, by sector, 2007-09
                                                                • Plug-ins = main supply
                                                                • Market Share

                                                                  • Key points
                                                                    • Price promotions hamper growth for market leaders
                                                                      • Figure 18: UK retail value sales of household fresheners, by manufacturer, 2007-09
                                                                    • Febreze still the fresh face in a stale market
                                                                    • Companies and Products

                                                                        • Figure 19: Leading companies in the air fresheners market and their brands
                                                                      • Reckitt Benckiser
                                                                        • SC Johnson
                                                                          • Sara Lee
                                                                            • Procter & Gamble UK
                                                                              • Others
                                                                                • Cadum & Iba
                                                                                  • Holt Lloyd
                                                                                    • MS George
                                                                                      • Saxon Industries
                                                                                      • Brand Elements

                                                                                          • Key points
                                                                                            • Brand map
                                                                                                • Figure 20: Attitudes towards and usage of household freshener brands, August 2009
                                                                                              • Brand qualities of household freshener brands
                                                                                                • Air Wick most efficient, but Dettol offers reassurance
                                                                                                  • Figure 21: Personalities of various household freshener brands, August 2009
                                                                                                • Experience of household freshener brands
                                                                                                  • Air Wick most popular, neutralisers least used
                                                                                                    • Figure 22: Consumer usage of various household freshener brands, August 2009
                                                                                                  • Brand intentions for household freshener brands
                                                                                                    • Scents have highest retention, more information needed for neutralisers
                                                                                                      • Figure 23: Consideration of various household freshener brands, August 2009
                                                                                                    • Brand satisfaction for household freshener brands
                                                                                                      • Dettol most excellent, but Air Wick scent best endorsed
                                                                                                        • Figure 24: Satisfaction with various household freshener brands, August 2009
                                                                                                      • Brand commitment to household freshener brands
                                                                                                        • Air Wick first choice
                                                                                                          • Figure 25: Commitment to various household freshener brands, August 2009
                                                                                                        • Dettol
                                                                                                          • What the consumer thinks
                                                                                                            • Figure 26: Attitudes towards the Dettol brand, August 2009
                                                                                                          • Neutradol
                                                                                                            • What the consumer thinks
                                                                                                              • Figure 27: Attitudes towards the Neutradol brand, August 2009
                                                                                                            • Febreze
                                                                                                              • What the consumer thinks
                                                                                                                • Figure 28: Attitudes towards the Febreze brand, August 2009
                                                                                                              • Air Wick
                                                                                                                • What the consumer thinks
                                                                                                                  • Figure 29: Attitudes towards the Air Wick brand, August 2009
                                                                                                              • Brand Communication and Promotion

                                                                                                                • Key points
                                                                                                                  • Adspend going stale
                                                                                                                    • Figure 30: Topline adspend on air fresheners (excluding car fresheners), 2005-09
                                                                                                                  • New budgets, new media
                                                                                                                    • Figure 31: Topline adspend on air fresheners (excluding car fresheners), by media type, 2005-09
                                                                                                                  • Leading advertisers
                                                                                                                    • Figure 32: Above-the-line advertising expenditure on household fresheners (excluding car fresheners), by company, 2005-09
                                                                                                                  • Little correlation between NPD and adspend
                                                                                                                    • Figure 33: Topline adspend and launch activity on household fresheners, by average monthly percentage, Jan 2006-Dec 2009
                                                                                                                • Channels to Market

                                                                                                                  • Key points
                                                                                                                    • Grocers maintain dominance
                                                                                                                      • Figure 34: Retail distribution of household fresheners, 2007-09
                                                                                                                    • Pamper factor helps health and beauty channels
                                                                                                                    • The European Consumer

                                                                                                                      • Key points
                                                                                                                        • Usage and frequency by country
                                                                                                                          • Figure 35: Penetration and frequency of using air fresheners, scented candles and fabric fresheners, by country, 2008
                                                                                                                        • Type of air freshener used
                                                                                                                          • Figure 36: Penetration of air fresheners, scented candles and fabric fresheners, by country, by type, 2008
                                                                                                                      • Consumer Usage and Frequency

                                                                                                                        • Key points
                                                                                                                          • Frequency of use
                                                                                                                            • Figure 37: Trends in frequency of using air fresheners and scented candles, 2007-09
                                                                                                                          • Users going off air fresheners
                                                                                                                            • Scented candles hold greater appeal amongst women
                                                                                                                              • Household size drives use of air fresheners
                                                                                                                                • Figure 38: Use of air freshener or scented candles by volume importance index of households, by size, 2009
                                                                                                                              • Type of household fresheners used
                                                                                                                                • Figure 39: Trends in type of household freshener used, 2005-09
                                                                                                                              • Just not clicking with click sprays
                                                                                                                                • Scented candles: All burned out?
                                                                                                                                  • Natural growth for alternatives
                                                                                                                                  • Lifestyle Habits Impacting on Use of Household Fresheners

                                                                                                                                    • Key points
                                                                                                                                      • Consumer lifestyles
                                                                                                                                        • Food preparation
                                                                                                                                          • Figure 40: Trends in food consumption and preparation, 2004-09
                                                                                                                                        • The presence of pets
                                                                                                                                          • Figure 41: Trends in household pet ownership in GB, by use of air fresheners or scented candles, 2009
                                                                                                                                        • Smokers
                                                                                                                                          • Figure 42: Smoking habits, by use of air fresheners or scented candles, 2009
                                                                                                                                        • The impact of lifestyle
                                                                                                                                          • Figure 43: Selected lifestyle factors that affect use of household fresheners, May 2009
                                                                                                                                        • Repertoire of lifestyles
                                                                                                                                          • Figure 44: Repertoire of lifestyle habits that affect use of household fresheners, May 2009
                                                                                                                                      • Attitudes Towards Household Fresheners

                                                                                                                                        • Key points
                                                                                                                                          • Bathroom essential
                                                                                                                                            • Figure 45: Attitudes towards air fresheners, May 2009
                                                                                                                                          • A scents of home
                                                                                                                                            • Social (grade) influences
                                                                                                                                              • Positive attitude dominates
                                                                                                                                                • Figure 46: Attitudes towards household fresheners, May 2009
                                                                                                                                              • Positively understanding
                                                                                                                                                • Negative nose
                                                                                                                                                • Target Groups

                                                                                                                                                    • Figure 47: Target groups, May 2009
                                                                                                                                                  • Anti-chemicals (46%)
                                                                                                                                                    • Practical users (45%)
                                                                                                                                                      • Mood and homeliness (41%)
                                                                                                                                                        • Money (20%)
                                                                                                                                                        • Appendix

                                                                                                                                                            • ACORN
                                                                                                                                                              • Advertising data
                                                                                                                                                              • Appendix – Internal Market Environment

                                                                                                                                                                • Time spent at home
                                                                                                                                                                  • Figure 48: Time spent at home, by demographics, 2009
                                                                                                                                                                • Time spent on household chores
                                                                                                                                                                  • Figure 49: Time spent on household chores on an average weekday, by demographics 2009
                                                                                                                                                                  • Figure 50: Time spent on household chores on an average weekday, 2009
                                                                                                                                                                • Number of bathrooms
                                                                                                                                                                  • Figure 51: Number of bathrooms in home, by demographics, 2009
                                                                                                                                                                • Pet ownership
                                                                                                                                                                  • Figure 52: Household pet ownership in GB, by demographics, 2009
                                                                                                                                                                • Food preparation
                                                                                                                                                                  • Figure 53: Food consumption and preparation, by demographics, 2009
                                                                                                                                                                • Smokers
                                                                                                                                                                  • Figure 54: Smoking habits, by demographics, 2009
                                                                                                                                                              • Appendix – Broader Market Environment

                                                                                                                                                                • Number of living rooms
                                                                                                                                                                  • Figure 55: Number of living rooms (including dining rooms) in home, by demographics, 2009
                                                                                                                                                                  • Figure 56: Number of living rooms (including dining rooms) in home, by use of air fresheners or scented candles, 2009
                                                                                                                                                              • Appendix – Consumer Usage and Frequency

                                                                                                                                                                  • Figure 57: Usage of air fresheners, and scented candles, by demographics, 2009
                                                                                                                                                                • Any air freshener or scented candle
                                                                                                                                                                  • Figure 58: Frequency of usage of air freshener or scented candles, by demographics, 2009
                                                                                                                                                                • Air freshener
                                                                                                                                                                  • Figure 59: Frequency of usage of air freshener, by demographics, 2009
                                                                                                                                                                • Scented candles
                                                                                                                                                                  • Figure 60: Frequency of usage of scented candles, by demographics, 2009
                                                                                                                                                              • Appendix – Lifestyle Habits Impacting on Use of Household Fresheners

                                                                                                                                                                  • Figure 61: Selected lifestyle factors that affect use of household fresheners, May 2009
                                                                                                                                                                  • Figure 62: Selected lifestyle factors that affect positive or negative attitudes towards household fresheners, May 2009
                                                                                                                                                              • Appendix – Attitudes Towards Household Fresheners

                                                                                                                                                                  • Figure 63: Attitudes towards houshold fresheners, by demographics, May 2009
                                                                                                                                                                  • Figure 64: Attitudes towards houshold fresheners, by demographics, May 2009
                                                                                                                                                                • Positive and negative attitudes
                                                                                                                                                                  • Figure 65: Attitudes towards household fresheners, by demographics, May 2009
                                                                                                                                                                  • Figure 66: Lifestyle factors, by selected attitudes towards household fresheners, May 2009
                                                                                                                                                                  • Figure 67: Statements on household fresheners, by statements on household fresheners, May 2009
                                                                                                                                                              • Appendix – Target Groups

                                                                                                                                                                  • Figure 68: Target groups, by demographics, May 2009
                                                                                                                                                                  • Figure 69: Attitudes towards household fresheners, by target groups, May 2009

                                                                                                                                                              Companies Covered

                                                                                                                                                              • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                              • Ambi Pur
                                                                                                                                                              • Anthousa
                                                                                                                                                              • Asda Group Ltd
                                                                                                                                                              • Aveda
                                                                                                                                                              • Avon
                                                                                                                                                              • Blackstone Group (The)
                                                                                                                                                              • British Candlemakers Federation
                                                                                                                                                              • British Market Research Bureau (BMRB)
                                                                                                                                                              • Brylcreem
                                                                                                                                                              • Burger King UK Ltd
                                                                                                                                                              • Co-operative Group
                                                                                                                                                              • Daily Express
                                                                                                                                                              • Daily Mail
                                                                                                                                                              • Daily Star (The)
                                                                                                                                                              • Halfords Ltd
                                                                                                                                                              • Institute of Practitioners in Advertising
                                                                                                                                                              • Interactive Advertising Bureau (UK)
                                                                                                                                                              • J. Sainsbury
                                                                                                                                                              • Johnson & Johnson Ltd
                                                                                                                                                              • L'Occitane Ltd
                                                                                                                                                              • Lidl (UK)
                                                                                                                                                              • Marks & Spencer
                                                                                                                                                              • Molton Brown
                                                                                                                                                              • MS George Limited
                                                                                                                                                              • Nike
                                                                                                                                                              • Outdoor Advertising Association of Great Britain
                                                                                                                                                              • Procter & Gamble UK & Ireland
                                                                                                                                                              • Reckitt Benckiser (UK)
                                                                                                                                                              • Sara Lee (UK)
                                                                                                                                                              • Saxon Industries
                                                                                                                                                              • SC Johnson UK
                                                                                                                                                              • Tesco Plc
                                                                                                                                                              • The Body Shop - Retail Sales
                                                                                                                                                              • Unilever Plc
                                                                                                                                                              • Waitrose
                                                                                                                                                              • Wm Morrison Supermarkets

                                                                                                                                                              Household Fresheners - UK - October 2009

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