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Air Care - UK - July 2018

“More people than ever are using air care products, with the category benefiting from meeting both emotional and functional needs. However, concerns over the content of standard fresheners look to have encouraged some consumers to re-evaluate their product choices. Innovation is continuing to rise, ensuring the category remains fresh and appealing. The success of the escalating activity from Yankee Candle in particular is setting a new benchmark in terms of NPD and brand promotion.”

- Lucy Cornford, Category Director – Household Care

This report will look at the following areas:

  • Learning from Yankee Candle
  • Increasing the health profile of air care

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Table of contents

  1. Overview

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

          • The market
            • Value sales gain momentum
              • Figure 1: Best- and worst-case forecast of UK retail value sales of air care products, 2013-23
            • Companies and brands
              • Category NPD continues to rise
                • Figure 2: New product development in the air care products category, by sub-category, January 2015-May 2018
              • Yankee Candle goes from strength to strength in non-electric
                • Figure 3: Brand shares in UK value sales of continuous non-electric air fresheners*, year to May 2018
              • Brands struggle in continuous electric
                • Figure 4: Brand shares in UK value sales of continuous electric air fresheners, year to May 2018
              • Air Wick flourishes in manual air fresheners
                • Figure 5: Brand shares in UK value sales of manual air fresheners, year to May 2018
              • The consumer
                • Penetration of air care products rises
                  • Figure 6: Usage of air care products in the last 12 months, March 2017 and May 2018
                • A functional category
                  • Figure 7: Reasons for using air care products, May 2018
                • A need to wind down
                  • Figure 8: Mood-enhancing effects looked for in air care products, May 2018
                • High potential for experimentation, but challenges remain
                  • Figure 9: Behaviours around buying air care products, May 2018
                • Two in five more concerned about indoor pollution
                  • Figure 10: Changes in usage of air care products in the last 12 months, May 2018
                • 63% want greater transparency
                  • Figure 11: Attitudes towards air care products, May 2018
                • What we think
                • Issues and Insights

                  • Learning from Yankee Candle
                    • The facts
                      • The implications
                        • Increasing the health profile of air care
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Value sales gain momentum
                                • Car air fresheners see a boost
                                  • Grocery multiples a ‘go to’ for buyers
                                    • Number of households continues to rise
                                      • Parental concerns over household chemicals
                                      • Market Size and Forecast

                                        • Value sales gain momentum
                                          • Figure 12: UK retail value sales and forecast of air care products, at current and constant prices, 2013-23
                                        • Steady growth expected to 2023
                                          • Figure 13: Best- and worst-case forecast of UK retail value sales of air care products, 2013-23
                                        • Forecast methodology
                                        • Market Segmentation

                                          • Continuous non-electric fresheners continue to steal the show
                                            • Figure 14: UK retail value sales of air care products, by segment, 2016-18 (est)
                                          • Car air fresheners see a boost
                                          • Channels to Market

                                            • Grocery multiples continue to take lion’s share of value sales
                                              • Figure 15: UK retail value sales of air care products, by outlet type, 2016-18 (est)
                                          • Market Drivers

                                            • Number of households continues to rise
                                              • Figure 16: UK households, by size, 2012-22
                                            • Financial confidence improves
                                              • Figure 17: Trends in how respondents would describe their current financial situation, February 2010-May 2018
                                              • Figure 18: Trends in consumer sentiment for the coming year, February 2010-May 2018
                                            • Experience of stress almost universal
                                              • Figure 19: Causes of stress over last 12 months, February 2018
                                            • Parental concerns over household chemicals
                                              • Figure 20: Behaviours around children’s health, November 2017
                                            • UK taken to court over air pollution levels
                                            • Companies and Brands – What You Need to Know

                                              • Yankee Candle goes from strength to strength in non-electric
                                                • Category NPD continues to rise
                                                  • A growing focus on the environment
                                                    • Fruity scents dominate in 2017
                                                      • Advertising spend falls against NPD
                                                      • Market Share

                                                        • Yankee Candle goes from strength to strength in non-electric…
                                                          • Figure 21: Brand shares in value sales of continuous non-electric air fresheners*, years ending May 2017 and 2018
                                                        • …and its emotional focus has helped build differentiation
                                                          • Figure 22: Yankee Candle personalised candles, June 2018
                                                        • Brands struggle in continuous electric
                                                            • Figure 23: Brand shares in value sales of continuous electric air fresheners, years ending May 2017 and 2018
                                                          • Air Wick flourishes in manual air fresheners
                                                            • Figure 24: Brand shares in value sales of manual air fresheners, years ending May 2017 and 2018
                                                        • Launch Activity and Innovation

                                                          • Category NPD continues to rise
                                                            • Figure 25: New product development in the air care products category, by sub-category, January 2015-May 2018
                                                          • Brands are capitalising on the growing use of candles
                                                            • Figure 26: Examples of NPD in the candles sub-category, 2017
                                                          • True innovation still running high
                                                            • Figure 27: New product development in the air care products category, by launch type, January 2015-May 2018
                                                            • Figure 28: Febreze Unstoppables air care line (Procter & Gamble), 2017-18
                                                          • Own-label gains NPD share
                                                            • Figure 29: New product development in the air care products category, own-label vs branded, January 2015-May 2018
                                                          • A growing range of own-label no-added-water products…
                                                            • Figure 30: Examples of own-label ‘no wet spray’ aerosol launches in the air care products category, 2017-18
                                                          • …and a shift from the household care aisle to home décor section
                                                            • Figure 31: Examples of decorative air care launches from own-labels, 2017-18
                                                          • Newell Brands dominates NPD with Yankee Candle
                                                            • Figure 32: New product development in the air care products category, by top ultimate companies and other, 2017
                                                            • Figure 33: Examples of NPD under the Yankee Candle brand (Newell Brands), 2017
                                                          • A growing focus on the environment
                                                            • Figure 34: Leading claims in the air care products category, based on top claims for 2017, 2016 and 2017
                                                            • Figure 35: Examples of air care products with an environmental positioning, 2017-18
                                                          • Botanical/herbal claims decline
                                                            • Figure 36: Air Wick Essential Mist Kit, June 2018
                                                          • Fruity scents dominate in 2017
                                                            • Figure 37: Leading fragrances in the air care products category, based on top fragrance component groups for 2017, 2016 and 2017
                                                            • Figure 38: Examples of air care NPD featuring fig or pomegranate scents, 2017
                                                          • Bringing the outdoors indoors
                                                            • Figure 39: Examples of air care NPD featuring outdoor scents, 2017
                                                          • ‘Tis the season for air care
                                                            • Figure 40: Examples of air care NPD featuring holiday/seasonal scents, 2017
                                                        • Advertising and Marketing Activity

                                                          • Advertising spend falls against NPD
                                                            • Figure 41: Total above-the-line, online display and direct mail advertising expenditure on air care products, January 2015-May 2018
                                                          • A broader shift in marketing strategy among the CGP giants
                                                              • Figure 42: Total above-the-line, online display and direct mail advertising expenditure on air care products, by leading advertisers in 2017, January 2016-May 2018
                                                            • TV accounts for vast majority of adspend
                                                              • Figure 43: Total above-the-line, online display and direct mail advertising expenditure on air care products, by media type, January 2015-May 2018
                                                            • Q4 commands elevated adspend
                                                              • Figure 44: Total above-the-line, online display and direct mail advertising expenditure on air care products, by quarter, January 2015-May 2018
                                                              • Figure 45: Yankee Candle Christmas TV commercial, November 2017
                                                            • Nielsen Ad Intel coverage
                                                            • The Consumer – What You Need to Know

                                                              • Penetration of air care products rises
                                                                • A functional category
                                                                  • High potential for experimentation, but challenges remain
                                                                    • Two in five more concerned about indoor pollution
                                                                      • 63% want greater transparency
                                                                        • Personalisation could provide NPD opportunities in the category
                                                                        • Usage of Air Care Products

                                                                          • Penetration of air care products rises…
                                                                            • Figure 46: Usage of air care products in the last 12 months, March 2017 and May 2018
                                                                          • …in particular car air fresheners
                                                                            • Air care repertoire broadens
                                                                              • Figure 47: Repertoire of air care products used in the last 12 months, March 2017 and May 2018
                                                                          • Reasons for Using Air Care Products

                                                                            • A functional category
                                                                              • Figure 48: Reasons for using air care products, May 2018
                                                                            • A need to wind down
                                                                              • Figure 49: Mood-enhancing effects looked for in air care products, May 2018
                                                                          • Behaviours around Buying Air Care Products

                                                                            • High potential for experimentation…
                                                                              • Figure 50: Behaviours around buying air care products, May 2018
                                                                            • ..but challenges remain
                                                                            • Changes in Usage Behaviour

                                                                              • Two in five concerned about indoor pollution
                                                                                • Figure 51: Changes in usage of air care products in the last 12 months, May 2018
                                                                              • Scented gifting
                                                                                • Figure 52: Yankee Candle personalised candle offer, June 2018
                                                                            • Attitudes towards Air Care Products

                                                                              • 63% want greater transparency
                                                                                • Figure 53: Attitudes towards air care products, May 2018
                                                                              • Personalisation could provide NPD opportunities in the category
                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                  • Abbreviations
                                                                                    • Consumer research methodology
                                                                                      • Forecast methodology

                                                                                      Air Care - UK - July 2018

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