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Description

Description

“Although scent is a vital part of the air care category, many people still look towards the category for pure function: removing odours. As a result, fragrance-free products may provide a future area of growth as brands try to allay concerns over ingredients, and reduce discouraging factors such as scents being too artificial or too strong.”
– Richard Hopping, Brand and Household Analyst

This report examines the following:

  • The effects of air pollution on the air care market
  • An opportunity for fragrance-free

What's included

What's included

Table of contents

Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Value growth slows
              • Figure 1: Best- and worst-case forecast of UK retail sales of air care products, 2012-22
            • Companies and brands
              • Glade and Wax Lyrical biggest movers in non-electric segment
                • Figure 2: Brand shares in value sales of continuous non-electric air fresheners, year ending June 2017
              • Air Wick looks to Pure technology to rejuvenate electric performance
                • Figure 3: Brand shares in value sales of continuous electric air fresheners, year ending June 2017
              • Febreze remains most popular manual air freshener brand
                • Figure 4: Brand shares in value sales of manual air fresheners, year ending June 2017
              • Yankee Candle set to become contender in car segment
                • Figure 5: Brand shares in value sales of car air fresheners, year ending June 2017
              • Increase in NPD as demand for candles grows
                • Figure 6: New product development in the air care products category, by sub-category, January 2014-April 2017
              • Adspend increases in line with NPD
                • Figure 7: Total above-the-line, online display and direct mail advertising expenditure on air care products, January 2014-April 2017
              • The consumer
                • Penetration stabilises year on year
                  • Figure 8: Usage of air care products in the last 12 months, April 2016 and April 2017
                • Shift towards more usage
                  • Figure 9: Changes in air care usage, April 2017
                • Price a bigger barrier for users than non-users
                  • Figure 10: Barriers to air care usage, by users and non-users of air care products, April 2017
                • Candles used to set overall atmosphere
                  • Figure 11: Scented candle usage triggers, April 2017
                • People often base scent choice on prior experience
                  • Figure 12: Factors influencing choice of scent, April 2017
                • Concern over open flames does not diminish candle popularity
                  • An opportunity for fragrance-free products
                    • Figure 13: Air care behaviours, April 2017
                  • What we think
                  • Issues and Insights

                    • The effects of air pollution on the air care market
                      • The facts
                        • The implications
                          • An opportunity for fragrance-free
                            • The facts
                              • The implications
                              • The Market – What You Need to Know

                                • Value growth slows
                                  • Non-electric segment influenced by candle growth
                                    • Discounter influence likely to wane from 2017
                                      • Finances improving but reasons to be cautious
                                        • A rise in one-person households could dampen growth
                                        • Market Size and Forecast

                                          • Value growth slows
                                            • Figure 14: UK retail value sales and forecast of air care products, at current and constant prices, 2012-22
                                            • Figure 15: Best- and worst-case forecast of UK retail sales of air care products, 2012-22
                                          • Forecast methodology
                                          • Market Segmentation

                                            • Non-electric segment influences total category growth
                                              • Figure 16: UK retail sales of air care products, by segment, 2015-17 (est)
                                            • Value sales of manual fresheners decline in spite of Air Wick Pure
                                              • Continuous electric fresheners stutter
                                                • Car freshener segment remains stable
                                                • Channels to Market

                                                  • Discounter influence likely to wane from 2017
                                                    • Increased product lines likely to have boosted grocery multiples
                                                      • Figure 17: UK retail value sales of air care products, by outlet type, 2015-17 (est)
                                                  • Market Drivers

                                                    • Ageing population puts limits on growth
                                                      • Figure 18: Trends in the age structure of the UK population, 2012-22
                                                    • Finances improving but confidence takes a knock
                                                      • Figure 19: Trends in how respondents would describe their financial situation, February 2009-April 2017
                                                      • Figure 20: Trends in consumer sentiment for the coming year, January 2009-June 2017
                                                    • A rise in one-person households could dampen growth
                                                      • Figure 21: UK households, by size, 2012-22
                                                    • Uses of fragrance in other products
                                                      • Government drafts air pollution plan
                                                        • Indoor pollution studies continue
                                                          • Fragrance technology may limit advantage for aerosols
                                                            • Netflix and fragrance
                                                              • Figure 22: Usage of streaming and on-demand services, December 2016
                                                          • Companies and Brands – What You Need to Know

                                                            • Yankee Candle and Ambi Pur experience highest growth
                                                              • Air Wick looks to Pure to rejuvenate electric value sales
                                                                • Increase in NPD as demand for candles grows
                                                                  • 2016 attempts to encourage year-round appeal
                                                                    • Febreze odour removal creates higher trust among consumers
                                                                      • Brands struggle to stand out
                                                                      • Market Share

                                                                        • Yankee Candle and Ambi Pur experience highest growth
                                                                          • Figure 23: Brand shares of value sales of air care products, years ending June 2016 and 2017
                                                                        • Glade and Wax Lyrical biggest movers in non-electric segment
                                                                          • Figure 24: Brand shares in value sales of continuous non-electric air fresheners, years ending June 2016 and 2017
                                                                        • Air Wick looks to Pure to rejuvenate electric value sales
                                                                          • Figure 25: Brand shares in value sales of continuous electric air fresheners, years ending June, 2016 and 2017
                                                                        • Febreze remains most popular manual air freshener brand
                                                                          • Figure 26: Brand shares in value sales of manual air fresheners, years ending June 2016 and 2017
                                                                        • Yankee Candle set to become contender in car segment
                                                                          • Figure 27: Brand shares in value sales of car air fresheners, years ending June 2016 and 2017
                                                                      • Launch Activity and Innovation

                                                                        • Increase in NPD as demand for candles grows
                                                                          • Figure 28: New product development in the air care products category, by sub-category, January 2014-April 2017
                                                                        • Fragrance focus means opportunity for new products
                                                                          • Figure 29: New product development in the air care products category, by launch type, January 2014-April 2017
                                                                          • Figure 30: Examples of new product launches in the air care products category, 2016
                                                                        • Brands continue to dominate
                                                                          • Figure 31: New product development in the air care products category, own-label vs branded, January 2014-April 2017
                                                                          • Figure 32: Examples of new product launches from Tesco in the air care products category, 2016
                                                                        • Air Wick launches push RB to top company
                                                                          • Figure 33: Examples of Air Wick launches (Reckitt Benckiser), 2016
                                                                        • Wax Lyrical rises in the rankings, SC Johnson slips
                                                                          • Figure 34: New product development in the air care products category, by top ultimate companies and other, 2014-16
                                                                        • Febreze gives consumer guidance
                                                                          • Figure 35: Examples of Febreze launches (Procter & Gamble), 2017
                                                                        • Reduced focus on functionality
                                                                          • Figure 36: Leading claims in the air care products category, based on top claims for 2016, 2015 and 2016
                                                                        • Seasonal and limited edition still prominent in candles
                                                                          • Figure 37: Limited edition and seasonal claims on new launches, by sub-category, 2015 and 2016
                                                                        • Gourmet/edible fragrances take the lead from floral
                                                                          • Figure 38: Leading fragrances in the air care products category, based on top fragrance component groups for 2016, 2015 and 2016
                                                                          • Figure 39: Examples of product launches in the air care products category with gourmet/edible fragrances, 2016
                                                                        • Smart candles
                                                                          • Figure 40: LuDela smart candle, September 2016
                                                                      • Advertising and Marketing Activity

                                                                        • Adspend increases in line with NPD
                                                                          • Figure 41: Total above-the-line, online display and direct mail advertising expenditure on air care products, January 2014-April 2017
                                                                        • Autumn feast, Summer famine
                                                                          • Figure 42: Total above-the-line, online display and direct mail advertising expenditure on air care products, by month, 2014-16
                                                                        • 2016 attempts to encourage year-round appeal
                                                                          • P&G runs biggest campaigns
                                                                            • Figure 43: Total above-the-line, online display and direct mail advertising expenditure on air care products, by advertiser, January 2014-April 2017
                                                                          • RB pushes Air Wick
                                                                            • Figure 44: Air Wick Summer Delight Wax Melts, June 2016
                                                                          • SC Johnson spend on Glade declines
                                                                            • Figure 45: Glade “Feel Glade” Relaxing Zen, August 2016
                                                                          • Life Scents increases digital share of adspend
                                                                            • Figure 46: Total above-the-line, online display and direct mail advertising expenditure on air care products, by media type, January 2014-April 2017
                                                                          • Nielsen Ad Intel coverage
                                                                          • Brand Research

                                                                              • Brand map
                                                                                • Figure 47: Attitudes towards and usage of selected brands, May 2017
                                                                              • Key brand metrics
                                                                                • Figure 48: Key metrics for selected brands, May 2017
                                                                              • Febreze odour removal builds confidence in the product
                                                                                • Figure 49: Attitudes, by brand, May 2017
                                                                              • Ambi Pur, Air Wick and Glade have similar images
                                                                                • Figure 50: Brand personality – Macro image, May 2017
                                                                              • Yankee Candle promotes emotional response
                                                                                • Figure 51: Brand personality – Micro image, May 2017
                                                                              • Brand analysis
                                                                                • Yankee Candle stands out from the crowd
                                                                                  • Figure 52: User profile of Yankee Candle, May 2017
                                                                                • Febreze promotes greater proportion of trust
                                                                                  • Figure 53: User profile of Febreze, May 2017
                                                                                • Air Wick Pure helps to increase trust but differentiation remains a battle
                                                                                  • Figure 54: User profile of Air Wick, May 2017
                                                                                • Ambi Pur seen in similar terms to other brands
                                                                                  • Figure 55: User profile of Ambi Pur, May 2017
                                                                                • Glade’s lower NPD and adspend may have limited development of brand image
                                                                                  • Figure 56: User profile of Glade, May 2017
                                                                                • Oust focus on sprays means it is more likely to be seen as basic
                                                                                  • Figure 57: User profile of Oust, May 2017
                                                                              • The Consumer – What You Need to Know

                                                                                • Penetration stabilises year on year
                                                                                  • Shift towards more usage
                                                                                    • Price a bigger issue for users than non-users
                                                                                      • Candles to set overall atmosphere
                                                                                        • People often base choice on prior experience
                                                                                          • Fragrance-free may be untapped area
                                                                                          • Usage of Air Care Products

                                                                                            • Penetration stabilises year on year
                                                                                              • Figure 58: Usage of air care products in the last 12 months, April 2016 and April 2017
                                                                                            • Aerosol users more likely to stick to one product
                                                                                              • Figure 59: Repertoire of usage of air care products in the last 12 months, April 2017
                                                                                          • Changes in Air Care Usage

                                                                                            • Shift towards more usage
                                                                                              • Figure 60: Changes in air care usage, April 2017
                                                                                            • Financial situation contributes towards shifts in usage
                                                                                              • Figure 61: Changes in air care usage, by household income, April 2017
                                                                                            • Over-55 usage slowing down
                                                                                              • Figure 62: Changes in air care usage, by age, April 2017
                                                                                          • Barriers to Air Care Usage

                                                                                            • Price a bigger barrier for users than non-users
                                                                                              • Figure 63: Barriers to air care usage, by users and non-users of air care products, April 2017
                                                                                            • People on their own struggle to see the need
                                                                                              • Figure 64: Agreement with “I don’t feel they are necessary”, by household size, April 2017
                                                                                            • Non-users have negative perception of scents
                                                                                              • Competition from natural sources
                                                                                                • Figure 65: Agreement with “I prefer to open a window to freshen the air instead”, by age, April 2017
                                                                                            • Scented Candle Usage Triggers

                                                                                              • Candles used to set overall atmosphere
                                                                                                • Figure 66: Emotional triggers for using scented candles, by gender, April 2017
                                                                                              • Candles as a solution to malodours
                                                                                                • Figure 67: Situational triggers for using scented candles, by gender, April 2017
                                                                                              • Candles to accompany the TV
                                                                                                • Women more likely to respond to emotional triggers
                                                                                                • Factors Influencing Choice of Scent

                                                                                                  • People often base scent choice on prior experience
                                                                                                    • Figure 68: Factors influencing choice of scent, April 2017
                                                                                                  • Pushing interest in new scents
                                                                                                  • Air Care Behaviours

                                                                                                    • Candle usage not always diminished by safety concerns
                                                                                                      • Figure 69: Air care behaviours, April 2017
                                                                                                    • Fragrance-free may be untapped area
                                                                                                      • Figure 70: Agreement with “I only use air fresheners to remove bad odours”, by gender and age, April 2017
                                                                                                    • Concerns over air
                                                                                                      • Figure 71: Agreement with “I am concerned about the quality of outdoor air where I live” and “I am concerned about the quality of air in my home”, by region and area, April 2017
                                                                                                    • Allergies could exacerbate concerns over air pollution
                                                                                                      • Communication requires a subtle touch
                                                                                                      • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                                          • Abbreviations
                                                                                                            • Consumer research methodology
                                                                                                              • Forecast methodology

                                                                                                              About the report

                                                                                                              This report will give you a complete 360-degree view of your market. Not only is it rooted in robust proprietary and high-quality third-party data, but our industry experts put that data into context and you’ll quickly understand:

                                                                                                              • The Consumer

                                                                                                                What They Want. Why They Want It.

                                                                                                              • The Competitors

                                                                                                                Who’s Winning. How To Stay Ahead.

                                                                                                              • The Market

                                                                                                                Size, Segments, Shares And Forecasts: How It All Adds Up.

                                                                                                              • The Innovations

                                                                                                                New Ideas. New Products. New Potential.

                                                                                                              • The Opportunities

                                                                                                                Where The White Space Is. How To Make It Yours.

                                                                                                              • The Trends

                                                                                                                What’s Shaping Demand – Today And Tomorrow.

                                                                                                              Please Note: This is a sample report. All of the figures, graphs, and tables have been redacted.

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