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Description

Description

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

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

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.

What's included

What's included

Table of contents

Table of contents

  1. Issues in the Market

      • Definition
        • Consumer research
          • Abbreviations
          • Market in Brief

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

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

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

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

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

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

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

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

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

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

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

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

                                                                        This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

                                                                        • Market

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                                                                        • Consumer

                                                                          Mintel's proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

                                                                        • Brand/Company

                                                                          Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

                                                                        • Data

                                                                          Market reports provide appendices of data to support the research and insight produced. Our tables of data are easily manipulated and downloadable to support your research needs and covers factors from consumer attitudes to market forecasts.

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

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