Household Fresheners - France - October 2009

Table of Contents

• Issues in the Market
• Definition
• Consumer research
• Abbreviations
• Market in Brief
• A large customer base...
• From cave to cocoon
• The natural versus the chemical
• Room for smaller players
• Future
• Internal Market Environment
• Key points
• Home sweet home
• The odour of cleanliness
• The air care paradox
• From masking to mood-enhancement
• It' s a winter thing
• Masking the smell of the smoker
  • Figure 1: Penetration and frequency of using household fresheners in France, by smokers and non-smokers, 2008
  • Figure 2: Proportion of adults who smoke, by country, 2004-08
  • Figure 3: Penetration of household fresheners in France, by type, smokers and non-smokers, 2008
• Pets' presence
  • Figure 4: Penetration and frequency of using household fresheners in France, by pet ownership, 2008
  • Figure 5: Pet owners as percentage of population, by country, 2008
  • Figure 6: Trends in household pet ownership in France, 2004-08
  • Figure 7: Penetration of household fresheners in France, by type, by pet ownership, 2008
• Fewer bathrooms, less air care?
  • Figure 8: Number of bathrooms in home, by country, 2008
  • Figure 9: Penetration and frequency of using household fresheners in France, by number of bathrooms, 2008
  • Figure 10: Penetration of using household fresheners in France, by type, by number of bathrooms, 2008
• 31 million potential market for car air care
  • Figure 11: French private car parc, 2004-08
• Broader Market Environment
• Key points
• The recession hits consumer spending
  • Figure 12: Trends in French PDI, consumer expenditure and GDP, at current prices, 2004-14
• Working women look for assistance in the home
  • Figure 13: Trends in French employment, by gender, 2002-06
• The imperatives of ageing
  • Figure 14: Trends in French population, by age, 2003-13
• A falling family market?
  • Figure 15: The changing French household structure, 2003-07
• Who' s Innovating?
• Key points
• French market no longer the main focus
  • Figure 16: Percentage of new product launches in household fresheners, by country, 2006-09
• Most activity in standard air care -- and candles light up
  • Figure 17: Percentage of new product launches in household fresheners, by category, 2006-09
• There' s a niche for us...
  • Figure 18: Percentage of new product launches in household fresheners, by company, 2006-09
• Natural is the watchword
  • Figure 19: Number of new product launches in household fresheners, by positioning, 2006-09
• Mask the bad and market the beautiful
• Creating the ' olfactive ambience'
• Selling the natural -- naturally
• The quest for novel technology
• Fine fragrance houses join the fray
• The scent of the season
• The feelgood factor...
• Air care at a premium
• Market Size and Forecast
• Key points
• A better-than-expected performance
  • Figure 20: French retail value sales of household fresheners, at current and constant prices, 2004-14
• Slow-release rules, and candles do well
  • Figure 21: French retail value sales of household fresheners, by type, 2007-09
• Prospects
• Factors used in the forecast
• Segment Performance
• Key points
• Slow-release spearheads ambience-creation
  • Figure 22: French retail value sales of slow-release household fresheners, at current and constant prices, 2004-14
• Electrical fresheners take half the sector
  • Figure 23: French retail value sales of slow-release household fresheners, by type, 2007-09
• Aerosols fail to click with consumers
  • Figure 24: French retail value sales of household freshener sprays, at current and constant prices, 2004-14
  • Figure 25: French retail value sales of household freshener sprays, by type, 2007-09
• Worth more than a candle
  • Figure 26: French retail value sales of candles, at current and constant prices, 2004-14
  • Figure 27: French retail value sales of candles, by type, 2007-09
• On the road
  • Figure 28: French retail value sales of car household fresheners, at current and constant prices, 2004-14
  • Figure 29: French retail value sales of car household fresheners, by type, 2007-09
• Other air care
  • Figure 30: French retail value sales of other household fresheners, at current and constant prices, 2004-14
  • Figure 31: French retail value sales of other household fresheners, by type, 2007-09
• Market Share
• Key points
• Two-thirds of sales for top two players
  • Figure 32: Manufacturers' value shares of household fresheners, 2007-09
• Companies and Products
• Reckitt Benckiser
• SC Johnson
• Sara Lee
• Iba
• Procter & Gamble
• Channels to Market
• Key points
• Hypers and supers rule
  • Figure 33: Retail sales of aircare, by outlet channel, 2007-09
• The Consumer -- Pan-European Overview
• Key points
• Air care -- a Gallic taste?
  • Figure 34: Penetration and frequency of using household fresheners, by country, 2008
• The decorative and the scented go down well
  • Figure 35: Penetration of household fresheners, by country, by type, 2008
• The Consumer -- Trends in France
• Key points
• Penetration pulls back a little after slumping
  • Figure 36: Penetration and frequency of using air fresheners in France, 2004-08
• Little can hold a candle to candles
  • Figure 37: Penetration of air fresheners in France, by type, 2004-08
• The Consumer -- Usage and Attitudes
• Key points
• Larger households drive usage
• Detailed demographics
  • Figure 38: Penetration and frequency of using air fresheners in France, by main shoppers, 2008
• But household fresheners appeal most to the most home-conscious
  • Figure 39: Use of air fresheners, by attitudes towards the home, 2008