Table of Contents
- 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
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