Air Fresheners Market in UK to September 2013

Air Fresheners - UK - September 2013
Sales of air fresheners could be boosted in a number of ways, including focusing more on room specific
products, the elimination of specific cooking or food smells or the provision of added functional benefits to
boost health and wellness. Brand loyalty and engagement could be increased through encouraging the testing
of scents in the retail environment or through creating a subscription service for refills.
table Of Content
introduction
definitions
abbreviations
executive Summary
the Market
figure 1: Best- And Worst-case Forecast Of Uk Retail Value Sales Of Air Fresheners, 2008-18
slowdown In Market Growth
powered Air Fresheners Still The Biggest Segment
figure 2: Uk Retail Value Sales Of Air Fresheners, % Share, By Sector, 2013
market Factors
more Households And Cars
linking A Fresh Home To A Clean Home
companies, Brands And Innovation
air Wick The Biggest Air Care Brand
figure 3: Brand Shares In Air Fresheners, By Value, Year To June 2013
scented Candles Taking A Bigger Share Of Npd
figure 4: New Product Launches In The Uk Air Care Market, % By Product Type, Jan 2009-july 13
p&g Accounts For Over Half Of Air Care Advertising
the Consumer
sprays Most Widely Used Products
figure 5: Usage Of Different Types Of Air Fresheners In The Last 12 Months, August 2012 And July 2013
bathroom And Kitchen Odours Need Eliminating The Most Frequently
figure 6: Odours People Try To Eliminate Most Frequently, July 2013
sprays Mainly Focused On Odour Elimination
figure 7: Reasons To Use Air Fresheners In The Home, By Type Of Air Freshener, July 2013
eliminating Rather Than Masking Odours
figure 8: Purchasing Behaviour When Buying Air Fresheners, July 2013
interest In A Range Of Added Benefits

figure 9: Interest In New Product Attributes Or Formats For Air Fresheners, July 2013
what We Think
issues In The Market
how Can Focusing On Room Specific Products Help Boost Sales?
in What Ways Can Sales Linked To Eliminating Odours Be Maximised?
how Can The Retail Environment Help To Increase Brand Engagement?
can The Development Of New Functionality Help Drive Incremental Sales?
how Do Younger People Present Opportunities For Targeting?
trend Application
trend: Extend My Brand
trend: Make That Mine
mintel Futures: Generation Next
market Drivers
key Points
more Homes In Need Of Freshening
figure 10: Uk Households, By Size, 2008-18
toilets Home To Air Fresheners
figure 11: Number Of Toilets In Home, June 2012
targeting An Ageing Population
figure 12: Trends In The Age Structure Of The Uk Population, 2008-18
a Clean Home Is A Fresh Smelling Home
figure 13: Attitudes Towards Household Cleaning, November 2012
pet Ownership And Cooking Drive Need For Odour Elimination
figure 14: Agreement With The Statement ‘i Have Pets In My Home’, By Age, December 2012
room For Growth In Car Fresheners
figure 15: Numbers Of Car Sales And The Uk Car Parc, 2008-12
who’s Innovating?
key Points
candles Increase Share Of Npd Activity
figure 16: New Product Launches In The Uk Air Care Market, %, By Product Type, Jan 2009-july13
supermarkets The Main Source Of New Launch Activity
figure 17: New Product Launches In The Uk Air Care Market, % Share, By Own-label/branded, Jan
2009-july 2013
figure 18: New Product Launches In The Uk Air Care Market, % Share, By Company, Jan 2009-july 2013
odour Neutralising Tops New Launch Claims

figure 19: New Product Launches In The Uk Air Care Market, % Share, By Claim, Jan 2009-july 2013
fruity Fragrances Dominate Fragrance Innovation
figure 20: New Product Launches In The Uk Air Care Market, % Share, By Fragrance Component Group, Jan
2009-july 2013
new Varieties And Range Extensions Dominate
figure 21: New Product Launches In The Uk Air Care Market, % Share, By Launch Type, Jan 2009-july 2013
market Size And Forecast
key Points
steep Decline In Rate Of Market Growth
figure 22: Uk Retail Value Sales And Forecast Of Air Fresheners And Air Care Products, 2008-18
the Future
figure 23: Best- And Worst-case Forecast Of Uk Sales Of Air Fresheners And Air Care Products, 2008-18
forecast Methodology
segment Performance
key Points
scented Candles Continue To Drive Growth
figure 24: Uk Retail Value Sales Of Air Fresheners And Air Care Products, By Segment, 2011-13
market Share
key Points
air Wick Leads Air Care Market
figure 25: Brand Shares In Air Fresheners And Air Care, By Value, Year To June, 2012 And 2013
ambi Pur Boosted By New Range Of Plug-ins
figure 26: Brand Shares In Continuous Electric Air Care, By Value, Year To June 2012 And 2013
top Two Brands Gain Market Share In Continuous Non-electric
figure 27: Brand Shares In Continuous Non-electric Air Care, By Value, Year To June 2012 And 2013
increased Competition In Scented Candles
figure 28: Brand Shares In Scented Candles, By Value, Year To June, 2012 And 2013
febreze Increases Lead In Aerosols
figure 29: Brand Shares In Aerosols Air Care, By Value, Year To June 2012 And 2013
companies And Products
reckitt Benckiser (air Wick, Dettol)
figure 30: New Product Launches By Rb In The Uk Air Fresheners And Air Care Market, October 2012-july
2013
figure 31: Main Media Advertising Expenditure On Air Fresheners/fragrances, By Reckitt Benckiser, 2012
procter & Gamble (ambi Pur, Febreze)

figure 32: New Product Launches By P&g In The Uk Air Fresheners And Air Care Market, October
2012-july 2013
figure 33: Main Media Advertising Expenditure On Air Fresheners/fragrances, By P&g, 2012
sc Johnson (glade, Oust)
figure 34: New Product Launches By Sc Johnson In The Uk Air Fresheners And Air Care Market, October
2012-july 2013
figure 35: Main Media Advertising Expenditure On Air Fresheners/fragrances, By Sc Johnson, 2012
other Companies And Brands
spotless Group
holt Lloyd
ms George
figure 36: New Product Launches By Ms George In The Uk Air Fresheners And Air Care Market, October
2012-june 2013
saxon Industries
yankee
shearer
brand Communication And Promotion
key Points
decline In Total 2012 Advertising
figure 37: Main Media Advertising Expenditure On Air Fresheners/fragrances*, Jan 2009-july 2013
p&g The Biggest Advertiser In Air Care
figure 38: Main Media Advertising Expenditure On Air Fresheners/fragrances*, By Advertiser, Jan 2009-july
2013
frebreze Fabric Refresher The Leading Campaign
figure 39: Main Media Advertising Expenditure On Air Fresheners/fragrances, By Top Ten Brands, 2012
tv Dominates Air Care Advertising Campaigns
figure 40: Main Media Advertising Expenditure On Air Fresheners/fragrances*, % Share, By Media Type,
2009-13
channels To Market
key Points
grocery Multiples Dominate Sales
figure 41: Uk Retail Value Sales Of Air Fresheners And Air Care Products, By Outlet Type, 2011-13
product Usage And Buying
key Points
vast Majority Use Air Fresheners In Homes
figure 42: Usage Of Different Types Of Air Fresheners In The Last 12 Months, July 2013
aerosols And Scented Candles Most Widely Used

figure 43: Usage Of Different Types Of Air Fresheners In The Last 12 Months, August 2012 And July 2013
figure 44: Example Of Innovative Plug In Packaging, Thailand, 2012
a Fifth Of People Use Five Or More Product Types
figure 45: Number Of Different Types Of Air Fresheners Used In Last 12 Months, July 2013
living Rooms And Bathrooms The Biggest Focus For Air Care
figure 46: Rooms Where Different Types Of Air Fresheners Used, July 2013
figure 47: Number Of Different Types Of Air Fresheners Used In Last 12 Months In Particular Rooms, July
2013
three Quarters Are Buyers Of Air Fresheners
figure 48: Purchasing Of Air Fresheners In The Last 12 Months, By Gender And Age, July 2013
elimination Of Odours
key Points
air Fresheners Most Used For The Kitchen And Bathroom
eliminating Odours Outside The Kitchen Or Bathroom Remains Low
large Households Most Likely To Remove A Wider Range Of Odours
figure 50: Odours People Try To Eliminate Most Frequently, By Household Size, July 2013
young Parents Can Be Reached Via Parenting Websites
reasons For Using Air Fresheners
key Points
sprays Mainly Focused On Odour Elimination
figure 51: Ways Air Fresheners Used In The Home, By Type Of Air Freshener, July 2013
scented Candles Add To Room Environment
powered Air Fresheners Are More About Air Quality
buying Behaviour
key Points
three In Four Look To Eliminate Odour
refill Subscriptions Can Target Brand Loyalty
themed Packaging Can Boost Seasonal Scents
women More Likely To Make Purchasing Decisions Based On Scent
interest In New Product Attributes And Formats
key Points
strong Interest In Improving Air Quality Through Odour Elimination

extending The Functionality Of Air Fresheners
from Air Care To Health And Wellness
delivery Of Scent To More Areas Of The Home
appendix – Market Size And Forecast
figure 54: Best- And Worst-case Forecast For Uk Retail Sales Of Air Fresheners, At Current Prices, 2013-18
figure 55: Unit Sales Of Air Fresheners, By Segment, 2011 And 202
appendix – Product Usage And Buying
figure 56: Usage Of Different Types Of Air Fresheners In The Last 12 Months, July 2013
figure 57: Number Of Different Types Of Air Fresheners Used In The Last 12 Months, July 2013
figure 58: Usage Of Different Types Of Air Fresheners In The Last 12 Months, By Number Of Different
Types Of Air Fresheners Used In The Last 12 Months, July 2013
figure 59: Rooms Where Different Types Of Air Fresheners Used, July 2013
figure 60: Rooms Where Different Types Of Air Fresheners Used (continued), July 2013
figure 61: Number Of Different Types Air Fresheners Used In Bathrooms, July 2013
figure 62: Number Of Different Types Of Air Fresheners Used In Living Or Family Rooms, July 2013
figure 63: Number Of Different Types Of Air Fresheners Used In Bedrooms, July 2013
figure 64: Number Of Different Air Fresheners Used In Adult Bedrooms, July 2013
figure 65: Purchasing Of Air Fresheners In The Last 12 Months, July 2013
figure 66: Usage Of Different Types Of Air Fresheners In The Last 12 Months, By Demographics, July 2013
(continued)
(continued)
figure 69: Number Of Different Types Of Air Fresheners Used In The Last 12 Months, By Demographics,
July 2013
figure 70: Rooms Where Air Fresheners Used In Last 12 Months, By Demographics, July 2013
figure 71: Rooms Where Air Fresheners Used In The Last 12 Months, By Demographics, July 2013
(continued)
figure 72: Rooms Where Sprays/aerosols Used In Last 12 Months, By Demographics, July 2013
figure 73: Rooms Where Sprays/aerosols Used In The Last 12 Months, By Demographics, July 2013
(continued)
figure 74: Rooms Where Plug-ins Used In The Last 12 Months, By Demographics, July 2013
figure 75: Rooms Where Plug-ins Used In The Last 12 Months, By Demographic, July 2013 (continued),
figure 76: Rooms Where Battery Operated Stand-alone Sprays Used In The Last 12 Months, By
Demographics, July 2013
figure 77: Rooms Where Battery Operated Stand-alone Sprays Used In The Last 12 Months, By
Demographics, July 2013 (continued)
figure 78: Rooms Where Non-powered Stand-alone Sprays Used In The Last 12 Months, By Demographics,
July 2013

figure 79: Rooms Where Non-powered Stand-alone Sprays Used In The Last 12 Months, By Demographics,
July 2013 (continued)
figure 80: Rooms Where Solid/gel Air Fresheners Used In The Last 12 Months, By Demographics, July 2013
figure 81: Rooms Where Solid/gel Air Fresheners Used In The Last 12 Months, By Demographic, July 2013
(continued)
figure 82: Rooms Where Scented Candles Used In Last 12 Months, By Demographics, July 2013
figure 83: Rooms Where Scented Candles Used In The Last 12 Months, By Demographics, July 2013
(continued)
figure 84: Rooms Where Incense Used In The Last 12 Months, By Demographics, July 2013
figure 85: Rooms Where Incense Used In The Last 12 Months, By Demographics, July 2013 (continued)
figure 86: Rooms Where Reed Diffusers/scented Oils Used In Last 12 Months, By Demographics, July 2013
figure 87: Rooms Where Reed Diffusers/scented Oils Used In The Last 12 Months, By Demographics, July
2013 (continued)
figure 88: Rooms Where Potpourri Used In The Last 12 Months, By Demographics, July 2013
figure 89: Rooms Where Potpourri Used In The Last 12 Months, By Demographics, July 2013 (continued)
figure 90: Where Fabric Fresheners/refresher Used In The Last 12 Months, By Demographics, July 2013
figure 91: Where Fabric Fresheners/refresher Used In The Last 12 Months, By Demographics, July 2013
(continued)
figure 92: Number Of Different Types Of Air Freshener Used In The Bathroom In The Last 12 Months, By
figure 93: Number Of Different Air Fresheners Used In The Living Or Family Room In The Last 12 Months,
By Demographics, July 2013
figure 94: Number Of Different Types Of Air Freshener Used In The Bedroom In The Last 12 Months, By
figure 95: Number Of Different Types Of Air Fresheners Used In Adult Bedrooms, By Demographics, July
2013
figure 96: Purchasing Of Air Fresheners In The Last 12 Months, By Demographics, July 2013
appendix – Elimination Of Odours
figure 98: Odours People Try To Eliminate Most Frequently, By Demographics, July 2013
figure 99: Odours People Try To Eliminate Most Frequently, By Demographics, July 2013 (continued)
appendix – Reasons For Using Air Fresheners
figure 100: Usage Of Air Fresheners In The Home, July 2013
figure 101: Usage Of Air Fresheners In The Home – Use Mainly When I Smell A Bad Odour, By
figure 102: Usage Of Air Fresheners In The Home – Use To Prepare For Guests Coming Over, By
figure 103: Usage Of Air Fresheners In The Home – Use To Add Seasonal Scents To My Home, By

figure 104: Usage Of Air Fresheners In The Home – Use To Improve Air Quality In My Home, By
figure 105: Usage Of Air Fresheners In The Home – Use Different Scents For Different Rooms In My
Home, By Demographics, July 2013
figure 106: Usage Of Air Fresheners In The Home – Use To Add Extra Freshness After Cleaning My
Home, By Demographics, July 2013
figure 107: Usage Of Air Fresheners In The Home – Use In Specific Areas Of The Home That Are
More Prone To Bad Odours, By Demographics, July 2013
figure 108: Usage Of Air Fresheners In The Home – Use To Create A More Pleasant Or Relaxing
Room Environment, By Demographics, July 2013
appendix – Buying Behaviour
figure 110: Purchasing Behaviour When Always Buy The Same Brand Vs Buy Whatever Brand Is On Special
Offer And Buy Branded Vs Buy Own-branded Products, By Demographics, July 2013
figure 111: Purchasing Behaviour When Buy In Bulk Vs Buy Small Packs And Buy Light/subtle Fragrances
Vs Buy Strong Fragrances, By Demographics, July 2013
figure 112: Purchasing Behaviour When Stick To The Same Fragrance Vs Try Different Fragrances And Buy
For A Specific Room Vs Buy For General Use Around Home, By Demographics, July 2013
figure 113: Purchasing Behaviour When Buy To Eliminate Odours Vs Buy To Mask Odours And Buy Refills
Vs Buy Completely New Device, By Demographics, July 2013
figure 114: Purchasing Behaviour When Buy Seasonal Scents Vs Buy All-year-round Scents And Buy Based
On Price Vs Buy Based On Fragrance, By Demographics, July 2013
appendix – Interest In New Product Attributes And Formats
figure 116: Interest In New Product Attributes Or Formats For Air Fresheners – Products That
Improve The Air Quality In My Home, By Demographics, July 2013
figure 117: Interest In New Product Attributes Or Formats For Air Fresheners – Products That Repel
Bugs And Other Pests, By Demographics, July 2013
figure 118: Interest In New Product Attributes Or Formats For Air Fresheners – Products With
Anti-bacterial Properties, By Demographics, July 2013
figure 119: Interest In New Product Attributes Or Formats For Air Fresheners – Devices That Detect
The Source Of Odours, By Demographics, July 2013
figure 120: Interest In New Product Attributes Or Formats For Air Fresheners – Products That
Eliminate A Higher Percentage Of Odours, By Demographics, July 2013
figure 121: Interest In New Product Attributes Or Formats For Air Fresheners – A Product That
Changes Colour When It Needs To Be Replaced Or A Refill Is Needed, By Demographics, July 2013
figure 122: Interest In New Product Attributes Or Formats For Air Fresheners – Products That Contain
More Natural Ingredients, By Demographics, July 2013
figure 123: Interest In New Product Attributes Or Formats For Air Fresheners – Products That Deliver

Relaxation/sleeping Benefits, By Demographics, July 2013
figure 124: Interest In New Product Attributes Or Formats For Air Fresheners – Products That Help
Alleviate Allergies, By Demographics, July 2013
figure 125: Interest In New Product Attributes Or Formats For Air Fresheners – Products That I Can
Use In Conjunction With Other Household Appliances, By Demographics, July 2013
figure 126: Interest In New Product Attributes Or Formats For Air Fresheners – Products Where You
Can Customise/build Your Own Scents, By Demographics, July 2013
figure 127: Interest In New Product Attributes Or Formats For Air Fresheners – Scented Cleaning
Tools That Have Air Freshener Scents Built Into Them, By Demographics, July 2013
figure 128: Interest In New Product Attributes Or Formats For Air Fresheners – Scented Inserts That
Can Be Placed Between The Sheets/mattress To Keep The Bed Smelling Fresh, By Demographics, July 2013
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Air Fresheners Market in UK to September 2013

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Air Fresheners Market in UK to September 2013