Household Fresheners - UK - October 2007

Household Fresheners - UK - October 2007

About this report
Household fresheners is the fastest-growing sector of the household-care market. The market is being driven by technological advances, notably in the time release segment, and the evolution of a wider range of formats. Marketing initiatives seeking to elevate the status of the air freshener to lifestyle accessory have also helped to further premiumisation.

The challenge for manufacturers is to ride the tide of change that is putting pressure on consumers to improve their green credentials.

The product categories examined in this report are air fresheners that are used in the home or car, which are available in a range of delivery system formats, including aerosols, slow-release, plugs-in, scented candles, click sprays. This also covers odour-neutralising products and niche segments, such as incense, burning oil, and vacuum fresheners.

Contents

Issues in the Market

The challenge for manufacturers is to ride the tide of change that is putting pressure on consumers to improve their green credentials.
Key themes
Definitions
Market in Brief
Value not volume drives growth
Air freshener as lifestyle accessory
Consumers
Future
Internal Market Environment
Key points
Home as sensorium
Figure 1: Agreement with selected attitude statements, 2006 and 2007
Scope for expanding in-car product sales
Figure 2: Trends in car ownership, 2002-12
All natural, ethical and environmentally-friendly
Potentially harmful for health?
Smoking ban effect
Unpleasant pets odours
Broader Market Environment
Key points
Growth in smaller households
Figure 3: Trends in household size, UK, 2002-12
Women – working and spending more
Figure 4: Working population by gender, 2002-12
Competitive Context
Key points
Premiumisation in household care
Figure 5: UK retail value sales of cleaning products, at current prices, 2002-07
Dual purpose products evolve
Scents and sensibility
Flower power
Strengths and Weaknesses in the Market
Strengths
Weaknesses
Market Size and Forecast
Key points
Premiumisation drives growth
Figure 9: UK value sales of household fresheners, 2002-07
The future of the market
Forecast
Figure 10: Forecast of the total air fresheners market, by segment, at current and constant prices, 2002-12
Continued steady growth for the air-freshener market
Car fresheners growing faster than household fresheners
Factors used in the forecast
Segment Performance
Key points
Air fresheners – by sector
Figure 11: UK retail value sales of air fresheners, by sector, 2002-07
Cars – speeding up opportunities for growth
Household fresheners – by segment
Figure 12: UK retail value sales of air fresheners, by segment, 2002-07
Plug-ins – continued NPD sustains growth
Time-release technology picking up share
Aerosols sustained by premiumisation
Scented candles remains dynamic
A fresh approach to future growth
Market Share
Key points
Manufacturers’ shares
Figure 13: Manufacturers’ shares in air fresheners, 2007
Reckitt Benckiser refreshes its leadership status
Brand shares
Figure 14: Brands’ value shares of household fresheners, 2005-07
Ousting the competition
Plugging in to growth
Own labels in boost mode
Companies and Products
Reckitt Benckiser
Air Wick – experimentation with format …
… and fragrance
Dettol extends household-care positioning
Harpic intensifies convenience focus
SC Johnson
Glade seeks to stimulates the senses
Oust – focus for investment
Sara Lee
Extensive NPD for Ambi-Pur brand
MS George
Strategy
Procter & Gamble
Febreze intensifies air-care strategy
Other suppliers
IBA
Saxon Industries
Holt Lloyd
Own-label activity
Brand Communication and Promotion
Key points
Adspend on household fresheners
Figure 29: Main monitored media advertising spend on household fresheners, 2003-07
Figure 30: Adspend:sales ratio in household fresheners, household cleaning products, 2003-07
Adspend to sales ratio declines
Adspend by advertiser
Figure 31: Main monitored media adspend on household fresheners, by advertiser, 2003-07*
SC Johnson tops adspend league
Reckitt Benckiser reduces spend – a risky strategy?
Advertising – low priority for own labels
Advertising and marketing strategy
Trading up to technology
The changing of the seasons
Domestic goddess – cleanliness is next to godliness
Discounting – limited success
Adspend by media type
Figure 32: Main monitored media advertising expenditure on household fresheners by media, 2003-07
Exploring new media
Channels to Market
Key points
Retail distribution
Figure 33: Retail distribution of household fresheners, 2005-07
Grocery share rises
Mixed fortunes for other channels
Consumer – Pan European Overview
Key points
Pan European overview
Figure 34: Penetration and frequency of using air fresheners, scented candles, and fabric fresheners by country, 2006
UK market – ripe for growth
Figure 35: Penetration of air fresheners, by country, by type, 2006
Enthusiasm for aerosols prevails
Potential for growing niche segments
Consumer – Usage
Key points
Usage frequency trends
Figure 36: Penetration and frequency of using air fresheners, scented candles, and fabric fresheners, 2002-07
Future gains from adding value as usage declines
Encouraging higher usage levels
Usage by type
Figure 37: Penetration of air fresheners in UK, by type, 2002-06
Users embrace new formats
More natural formats inspire
Smokers vs non smokers usage
Figure 38: Penetration of using household fresheners by smokers and non-smokers, 2006
Figure 39: Penetration of air fresheners by type, smokers and non-smokers, 2007
Pet owners vs non pet owners usage
Figure 40: Penetration of using household fresheners , by pet ownership, 2006
Figure 41: Penetration of air fresheners by type, by pet ownership, 2007
Bathroom fresh
Figure 42: Penetration and frequency of using air fresheners, scented candles and fabric fresheners in UK, by number of bathrooms, 2006
Figure 43: Penetration of air fresheners, scented candles and fabric fresheners by type, by number of bathrooms, 2007
Tailoring products to the number of bathrooms
Appendix
Advertising data
Abbreviations
Internal market environment
Figure 49: Proportion of adults who smoke, by country, 2001-06
Figure 50: Smokers, by demographic, 2007
Figure 51: Pet owners as percentage of population, by country, 2006
Figure 52: Trends in household pet ownership in UK, 2002-06
Figure 53: Pet owners, by demographic, 2007
Consumer Usage
Figure 54: Penetration and frequency of using air fresheners, scented candles, and fabric fresheners, by demographic, 2007
Figure 55: Number of bathrooms in home, by country, 2006
Consumer Purchase and Motivation
Purchase
Figure 56: Most commonly purchased household fresheners, by demographic, July 2007
Figure 57: Household fresheners purchased, by demographic, July 2007
Motivation
Figure 58: Factors influencing purchase of household fresheners, by demographic, July 2007
Consumer attitudes
Figure 59: Most popular attitudes towards household fresheners, by demographic, July 2007
Figure 60: Popular attitudes towards household fresheners, by demographic, July 2007
Figure 61: Mean number of positive and negative statements, 2007
Figure 62: Positive, negative and minimals statements towards household fresheners, by demographic, July 2007