Table of Contents
- Issues in the Market
- Definition
- Consumer research
- Abbreviations
- Market in Brief
- Days of double-digit growth are a thing of the past
- Increasing maturity
- Economic recession has an adverse effect
- Back to basics
- Own-labels erode demand for leading brands
- Future
- Internal Market Environment
- Key points
- Fresheners move away from mere functionality
- Smokers are a key target group for fresheners
- Figure 1: Proportion of adults who smoke, by country, 2004-08
- Figure 2: Penetration and frequency of using household fresheners in
Spain, by smokers and non-smokers, 2008
- Figure 3: Penetration of household fresheners in Spain, by type, by
smokers and non-smokers, 2008
- Pet ownership is a positive market driver
- Figure 4: Pet owners as percentage of population, by country, 2008
- Figure 5: Trends in pet ownership in Spain, 2004-08
- Figure 6: Penetration and frequency of using household fresheners in
Spain, by pet ownership, 2008
- Figure 7: Penetration of household fresheners in Spain, by type, by pet
ownership, 2008
- Many Spanish households have multiple bathrooms
- Figure 8: Number of bathrooms in home, by country, 2008
- Figure 9: Penetration and frequency of using household fresheners in
Spain, by number of bathrooms, 2008
- Figure 10: Penetration of using household fresheners in Spain, by type,
by number of bathrooms, 2008
- Health issues and green concerns
- Can household fresheners cause health problems?
- Broader Market Environment
- Key points
- Shrinking number of 15-24-year-olds is negative news
- Figure 11: Trends in the age structure of the Spanish population, by
gender, 2003-13
- Weakened consumer wealth and growing unemployment hit top-end products the
worst
- Figure 12: Trends in Spanish PDI, consumer expenditure and GDP, at
current prices, 2004-14
- Figure 13: Trends in Spanish employment, by gender, 2001-05
- Shrinking household size also poses a challenge
- Figure 14: Trends in number of Spanish households, by size, 2000-04
- Who' s Innovating?
- Key points
- Accelerated product activity in Spain
- Figure 15: Percentage of new product launches in household fresheners,
by country, 2006-09
- Non-powered fresheners receive main attention
- Figure 16: Percentage of new product launches in household fresheners in
Spain, by category, 2006-09
- Refills increasingly common
- Figure 17: Number of new product launches in household fresheners, by
positioning, 2006-09
- Active own-labels
- Figure 18: Percentage of new product launches in household fresheners,
by company, 2006-09
- Powered up
- Fresh sensations
- Exotic fragrances
- Anti-allergy fresheners
- Market Size and Forecast
- Key points
- Growth slows down further
- Figure 19: Spanish retail value sales of household fresheners, at
current and constant prices, 2004-14
- Slow-release fresheners stagnate
- Figure 20: Spanish retail value sales of household fresheners, by type,
2007-09
- What the future holds
- Factors used in the forecast
- Segment Performance
- Key points
- Recessionary slow-release fresheners
- Figure 21: Spanish retail value sales of slow-release household
fresheners, at current and constant prices, 2004-14
- Figure 22: Spanish retail value sales of slow-release household
fresheners, by type, 2007-09
- Sprays set to benefit
- Figure 23: Spanish retail value sales of spray household fresheners, at
current and constant prices, 2004-14
- Candles remain a niche
- Figure 24: Spanish retail value sales of candles and other household
fresheners, at current and constant prices, 2004-14
- Market Share
- Key points
- Multinationals dominate, but own-labels gain ground
- Figure 25: Manufacturers' retail value shares of household fresheners,
2007-09
- Sara Lee leads in slow-release
- Figure 26: Manufacturers' retail value shares of slow-release household
fresheners, 2007-09
- SC Johnson takes top spot in sprays and candles
- Figure 27: Manufacturers' retail value shares of sprays, candles and
other household fresheners, 2007-09
- Companies and Products
- Sara Lee
- Johnson' s Wax (SC Johnson)
- Reckitt Benckiser
- Channels to Market
- Key points
- Grocery multiples dominate distribution
- Figure 28: Spanish retail value sales of household fresheners, by outlet
type, 2007-09
- Own-labels and discounters gain ground
- The Consumer -- Pan-European Overview
- Key points
- Freshener penetration of European average in Spain
- Figure 29: Penetration and frequency of using air fresheners, by
country, 2008
- Spaniards prefer plug-ins
- Figure 30: Penetration of air fresheners, by country, by type, 2008
- The Consumer -- Trends in Spain
- Key points
- Products purchased more frequently
- Figure 31: Trends in penetration and frequency of using air fresheners
in Spain, 2004-08
- Figure 32: Trends in penetration of air fresheners in Spain, by type,
2004-08
- Under-25s are core users
- Figure 33: Penetration and frequency of using air fresheners in Spain,
by demographic sub-group, 2008
- The Consumer -- Attitudes
- Key points
- Home sweet home
- Figure 34: Use of air fresheners, by attitudes towards the home, 2008
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