Household Fresheners - UK - December 2010

Household fresheners are enjoying a period of rapid innovation, with new fragrances, new formats and new participants in the overall market. Fresheners have moved on from being a functional product designed to cover unpleasant smells, into being a more integral part of improving the general ambience of the home. This report looks at the landscape for innovation among household fresheners and the way in which manufacturers have created premiumisation in the sector.

Sales of household fresheners grew by 17% over 2005-10 to reach £356 million. Growth has been driven by innovation, especially the introduction of powered fresheners and new fragrances.
Three major companies dominate the market; RB (29%), SC Johnson (26%) and P&G (18%). P&G’s acquisition of Ambi Pur from Sara Lee in July 2010 has concentrated supply and brings P&G closer to its main rivals in terms of sales and market share.
The leading brand is RB’s Air Wick which has a market share of 28%. However, it has lost a little market share in the face of stiffening competition from Glade (SC Johnson) and Febreze (P&G).
Own-label is a significant force in household fresheners and accounts for some 18% share of the whole market. Growth of own-label brands outstripped the market as a whole over 2008-10. Own-label sales grew 6% over 2008-10 to £62.5 million. At the same time market growth was a little under 3%.
In the UK two thirds of households (65%) use household fresheners. All socio-economic groups use fresheners, although C2DEs are the heaviest users. Household fresheners are used by 61% of adults, and 24% use scented candles.
The main factors influencing choice of household fresheners are scent (51%), promotions (28%), performance (27%), brand (23%) and low price (23%). Under 35s more inclined to go for the cheapest options, are less brand loyal and will buy products that attract more loyalty points.

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Issues in the Market
- Key themes
- Definition
- Abbreviations
Future Opportunities
- Intense scents
- A memorable evening
Market in Brief
- Robust market driven by innovation
- Market dominated by major brands
- Innovation is driving up prices
- Growing presence for own-label
- Almost two thirds of households use fresheners
- Consumers look for scents
- Plenty of scope for growth
Internal Market Environment
- Key points
- Attitudes towards the home and cleaning
  - Figure 1: Attitudes towards home and cleaning, by use of air fresheners or scented candles, 2010
- Over half enjoy home entertaining
  - Figure 2: Time spent at home, 2005-10
- More entertaining at home
- How air freshener users feel about their homes
  - Figure 3: Attitudes to the home, by use of air fresheners or scented candles, 2010
- Free time at home
- Fragrance users more involved in housework
  - Figure 4: Time spent on household chores on an average weekday, by use of air fresheners or scented candles, 2010
- Car fragrances
  - Figure 5: Numbers of car sales and the UK car parc, 2005-09
- Chemical soup
- Health and safety
Broader Market Environment
- Key points
- Dwellings are getting smaller
  - Figure 6: Number of rooms in home, 2005-10
- Smaller size housing
- Single bathroom homes make heavier use of fresheners
  - Figure 7: Number of bathrooms, bedrooms and living rooms in home, by use of air fresheners or scented candles, 2010
- Dogs and smokers
  - Figure 8: Pet ownership and smokers, by use of air fresheners or scented candles, 2010
- Tackling smoky smells
Strengths and Weaknesses in the Market
- Strengths
- Weaknesses
Who’s Innovating?
- Key points
- Highly innovative sector
  - Figure 9: New product activity in household fresheners, by sector, 2006-10
- 2009 highest number of innovations
- Premiumisation through automation
- Non-powered fresheners not neglected
- Even candles have seen innovation
- Own-label not left in the cold
  - Figure 10: New product activity in household fresheners, by brands and own-label, 2006-10
- Brands
- How new launches are positioned
  - Figure 11: Leading positioning claims amongst air care launches, 2007-10
Competitive Context
- Key points
- Fragrances outstrip household products growth
  - Figure 12: Market sizes for household fresheners, clothes washing products, dishwashing products and household cleaning products, 2005-09
- Little direct competition
- Competing for share of attention
  - Figure 13: Household fresheners as a percentage of household product launches, by category, 2005-10
- Fresheners enjoy high level of innovation
- Fragrances widely used in laundry and cleaning products
- French top list of users
  - Figure 14: Penetration and frequency of using air fresheners, scented candles and fabric fresheners, by country, 2009
- Variation in usage by type
  - Figure 15: Penetration of air fresheners, scented candles and fabric fresheners, by country, by type, 2009
- Potential to grow scented candles in GB
- GB consumers show appetite for new technology
Market Size and Segmentation
- Key points
- Robust sales, helped by innovation
  - Figure 16: UK value sales of household fresheners, 2005-15
- Slowdown caused by recession
- Innovation has been the key driver
- Price-conscious consumers made cuts
- Stay-at-home leisure has revived demand
- Forecast
  - Figure 17: UK best and worst case forecast sales of household fresheners, 2005-15
- Larger homes and increased wealth will drive sales
- - Figure 18: UK best and worst case forecast sales of household fresheners, 2005-15
Segment Performance
- Key points
- Plug-ins and timed release gain share
  - Figure 19: UK retail sales of household fresheners, by sector, 2009-10
- Household fresheners dominate demand
- New age of automation
- Fragrance as well as function
- Beauty brands get into fresheners
- Fresher flames
- Downturn for potpourri
- Innovation shores up demand for car fresheners
Market Share
- Key points
  - Figure 20: Brand shares in UK retail sales of household fresheners, 2008-10
- Top two take over half of the market
- P&G take-over of Ambi Pur
- Own-label growth
Companies and Products
- Major players
- RB
- Procter & Gamble UK
- SC Johnson
- Cadum & Iba
- Holt Lloyd
- MS George
- Saxon Industries
Channels of Distribution
- Key points
- Grocers top the league
  - Figure 21: UK retail value sales of household fresheners, by outlet type, 2008-10
- Fresheners as a luxury
- Fresheners in broader range of outlets than other household brands
- Discounters command 4%
- Halfords leads in car freshener market
Brand Communication and Promotion
- Key points
- Major advertisers cutting spend
  - Figure 22: Main media advertising spend on air fresheners, 2006-10
- Television dominates media mix
  - Figure 23: Main media advertising spend on air fresheners, % by media type, 2006-10
  - Figure 24: Main media advertising spend on air fresheners, % by company, 2006-10
- £1 million for Air Wick Symphonia
- Heritage and fun to celebrate 30 years of Shake n’ Vac
- Ambi Pur gives substantial backing to National Geographic
- P&G’s multi-brand promotion
Consumer Usage and Frequency
- Key points
- Trends in using household fresheners
  - Figure 25: Trends in frequency of using air fresheners and scented candles, 2007-10
- Small setback in the recession
- 16.5 million homes use fresheners
- Fewer opt for candles
- A third are non-users
- Highest usage among C2DEs
  - Figure 26: Household freshener usage, by socio-economic group, 2010
- 3+ people households with children are heavier users
  - Figure 27: Household freshener usage, by number of people in the household, 2010
- Homes with kids are heavier users
  - Figure 28: Household freshener usage, by age of children in the household, 2010
- Trends in types of freshener used
  - Figure 29: Trends in type of household freshener used, 2006-10
- Uplift in aerosol use
- Drop in users of scented candles
The Consumer – Purchasing Household Fresheners
- Key points
- Household fresheners widely purchased
  - Figure 30: Purchasing of various household products, June 2010
- Two thirds buy fresheners
- Key age groups for fresheners
  - Figure 31: Purchasing of household fresheners, by age, June 2010
- - Figure 32: Purchasing of household fresheners, by socio-economic group, June 2010
- How fragrance users feel about housework
  - Figure 33: Attitudes towards housework, by use of household fresheners, June 2010
- Making a good impression
Factors Influencing Product Choice
- Key points
- Scent is the number-one factor
  - Figure 34: Attitudes towards choosing household fresheners, June 2010
- Scent tops the league
- How brands affect choice
- Fresheners must perform
- Freshener choice not price driven
- Delivery format lags well behind
Consumer – Attitudes Towards Promotions
- Key points
- How consumers feel about promotions
  - Figure 35: Attitudes towards promotions, June 2010
- No-brainer to stock up
- Little brand loyalty
- Capturing new consumers though promoting
- Greater price focus for under 34s
- Promotions make the brands competitive
- Even more savings with vouchers
Consumer Attitudes Towards Brands
- Key points
- - Figure 36: Attitudes towards brands, June 2010
- Own-label has younger appeal
- Four in ten will use own-label again
- Negative vibes for own-label…
- … would not buy
- … put off by the package
- … lacking performance
- Positive value image for own-label
- Wide mix of brands being purchased
Target Groups
- Key points
- Four main target groups for household fresheners
  - Figure 37: Target groups for household fresheners, June 2010
- Last-Minute-Makeover
- - Figure 38: Attitudes towards price, by target group, Last-minute-Makeover, June 2010
  - Figure 39: Attitudes towards brands and own-label, by target group, Last-minute Makeover, June 2010
- Solo-Freshers
- - Figure 40: Attitudes towards price, by target group, Solo Freshers, June 2010
  - Figure 41: Attitudes towards brands and own-label, by target group, Solo Freshers, June 2010
- Whiff-Away
- - Figure 42: Attitudes towards price, by target group, Whiff Away, June 2010
  - Figure 43: Attitudes towards brands and own-label, by target group, Whiff Away, June 2010
- Scent-Scrooges
- - Figure 44: Attitudes towards price, by target group, Scent Scrooges, June 2010
  - Figure 45: Attitudes towards brands and own-label, by target group, Scent Scrooges, June 2010
Appendix – Internal Market Environment
- - Figure 46: Attitudes towards the home, by demographics, 2010
  - Figure 47: Time spent on household chores on an average weekday, by demographics, 2010
- - Figure 48: Attitudes towards domestic housework, by purchasing household fresheners products, June 2010
Appendix – Broader Market Environment
- - Figure 49: Number of rooms in home, by demographics, 2010
  - Figure 50: Number of bathrooms and kitchens in home, by demographics, 2010
- - Figure 51: Household pet ownership in GB, by demographics, 2010
- - Figure 52: Smoking habits, by demographics, 2010
Appendix – Consumer Usage and Frequency
- - Figure 53: Frequency of using any air freshener or scented candles, by demographics, 2010
- - Figure 54: Frequency of using any air freshener, by demographics, 2010
- - Figure 55: Frequency of using scented candles, by demographics, 2010
Appendix – Attitudes Towards Housework
- - Figure 56: Most popular attitudes towards domestic housework, by demographics, June 2010
  - Figure 57: Next most popular attitudes towards domestic housework, by demographics, June 2010
Appendix – Purchasing Household Products
- - Figure 58: Purchasing household freshener products, by demographics, June 2010
Appendix – Factors Influencing Choice
- - Figure 59: Factors influencing choice of household fresheners, by demographics, June 2010
  - Figure 60: Factors influencing choice of household fresheners, by demographics, June 2010
- - Figure 61: Factors influencing choice of household fresheners, by demographics, June 2010
  - Figure 62: factors influencing choice of household fresheners, by demographics, June 2010
- - Figure 63: Attitudes towards choosing dishwashing products, by demographics, June 2010
  - Figure 64: Attitudes towards choosing dishwashing products, by demographics, June 2010
Appendix – Attitudes Towards Promotions
- - Figure 65: Attitudes towards promotions, by demographics, June 2010
- - Figure 66: Attitudes towards promotions, by demographics, June 2010
- - Figure 67: Attitudes towards promotions, by demographics, June 2010
- - Figure 68: Attitudes towards promotions, by demographics, June 2010
- - Figure 69: Attitudes towards promotions, by demographics, June 2010
- - Figure 70: Attitudes towards promotions, by demographics, June 2010
- - Figure 71: Attitudes towards promotions, by demographics, June 2010
- - Figure 72: Attitudes towards promotions, by demographics, June 2010
- - Figure 73: Attitudes towards promotions, by demographics, June 2010
- - Figure 74: Attitudes towards promotions, by demographics, June 2010
- - Figure 75: Attitudes towards promotions, by demographics, June 2010
Appendix – Attitudes towards Brands
- - Figure 76: Attitudes towards brands, by demographics, June 2010
- - Figure 77: Attitudes towards brands, by demographics, June 2010
- - Figure 78: Attitudes towards brands, by demographics, June 2010
- - Figure 79: Attitudes towards brands, by demographics, June 2010
- - Figure 80: Attitudes towards brands, by demographics, June 2010
- - Figure 81: Attitudes towards brands, by demographics, June 2010
- - Figure 82: Attitudes towards brands, by demographics, June 2010
- - Figure 83: Attitudes towards brands, by demographics, June 2010
- - Figure 84: Attitudes towards brands, by demographics, June 2010
- - Figure 85: Attitudes towards brands, by demographics, June 2010
Appendix – Target Groups
- - Figure 86: Target groups, by demographics, June 2010