Table of Contents
- Issues in the Market
- Key themes
- Definition
- Abbreviations
- Market in Brief
- Market value and context
- Fresheners used in 17 million homes
- Scents a way of home improvement
- Avoiding embarrassment
- Internal Market Environment
- Key points
- Attitudes towards the home and lifestyles
- Figure 1: Lifestyle statements on attitudes towards home and cleaning,
by use of air fresheners or scented candles, 2009
- Time spent at home
- Figure 2: Time spent at home, 2005-09
- Figure 3: Time spent at home, by use of air fresheners or scented
candles, 2009
- Air fresheners not an alternative to cleaning
- Figure 4: Time spent on household chores on an average weekday, by use
of air fresheners or scented candles, 2009
- More bathrooms = less need for fresheners
- Figure 5: Number of bathrooms in home, by use of air fresheners or
scented candles, 2009
- UK car parc impacts demand for car fresheners
- Figure 6: Numbers of car sales, registrations and the UK car parc,
2004-08
- Broader Market Environment
- Key points
- Demographic
- Figure 7: Structure of the UK population, by age and gender, 2004-14
- Household size
- Figure 8: Trends in UK household size, 2004-14
- Building design
- Figure 9: Number of living rooms (including dining rooms) in home,
2005-09
- Safety
- Product stewardship programme
- Cost of raw materials
- Competitive Context
- Key points
- Fresheners are a leading category for launches
- Figure 10: Household fresheners as a percentage of household product
launches, by category, 2006-09
- Essential items more highly-valued
- Figure 11: Household products market, by category, 2009 (est)
- Concern over chemicals
- Strengths and Weaknesses
- Strengths
- Weaknesses
- Market Size and Forecast
- Key points
- Sliding sales
- Figure 16: UK value sales of household fresheners, 2004-14
- Future of the market
- Segment Performance
- Key points
- Household dominates fragrance market
- Figure 17: UK retail value sales of household fresheners, by sector,
2007-09
- Plug-ins = main supply
- Market Share
- Key points
- Price promotions hamper growth for market leaders
- Figure 18: UK retail value sales of household fresheners, by
manufacturer, 2007-09
- Febreze still the fresh face in a stale market
- Companies and Products
- Figure 19: Leading companies in the air fresheners market and their
brands
- Reckitt Benckiser
- SC Johnson
- Sara Lee
- Procter & Gamble UK
- Others
- Cadum & Iba
- Holt Lloyd
- MS George
- Saxon Industries
- Brand Communication and Promotion
- Key points
- Adspend going stale
- Figure 30: Topline adspend on air fresheners (excluding car fresheners),
2005-09
- New budgets, new media
- Figure 31: Topline adspend on air fresheners (excluding car fresheners),
by media type, 2005-09
- Leading advertisers
- Figure 32: Above-the-line advertising expenditure on household
fresheners (excluding car fresheners), by company, 2005-09
- Little correlation between NPD and adspend
- Figure 33: Topline adspend and launch activity on household fresheners,
by average monthly percentage, Jan 2006-Dec 2009
- Channels to Market
- Key points
- Grocers maintain dominance
- Figure 34: Retail distribution of household fresheners, 2007-09
- Pamper factor helps health and beauty channels
- The European Consumer
- Key points
- Usage and frequency by country
- Figure 35: Penetration and frequency of using air fresheners, scented
candles and fabric fresheners, by country, 2008
- Type of air freshener used
- Figure 36: Penetration of air fresheners, scented candles and fabric
fresheners, by country, by type, 2008
- Consumer Usage and Frequency
- Key points
- Frequency of use
- Figure 37: Trends in frequency of using air fresheners and scented
candles, 2007-09
- Users going off air fresheners
- Scented candles hold greater appeal amongst women
- Household size drives use of air fresheners
- Figure 38: Use of air freshener or scented candles by volume importance
index of households, by size, 2009
- Type of household fresheners used
- Figure 39: Trends in type of household freshener used, 2005-09
- Just not clicking with click sprays
- Scented candles: All burned out?
- Natural growth for alternatives
- Target Groups
- Figure 47: Target groups, May 2009
- Anti-chemicals (46%)
- Practical users (45%)
- Mood and homeliness (41%)
- Money (20%)
- Appendix
- ACORN
- Advertising data
- Appendix -- Internal Market Environment
- Time spent at home
- Figure 48: Time spent at home, by demographics, 2009
- Time spent on household chores
- Figure 49: Time spent on household chores on an average weekday, by
demographics 2009
- Figure 50: Time spent on household chores on an average weekday, 2009
- Number of bathrooms
- Figure 51: Number of bathrooms in home, by demographics, 2009
- Pet ownership
- Figure 52: Household pet ownership in GB, by demographics, 2009
- Food preparation
- Figure 53: Food consumption and preparation, by demographics, 2009
- Smokers
- Figure 54: Smoking habits, by demographics, 2009
- Appendix -- Broader Market Environment
- Number of living rooms
- Figure 55: Number of living rooms (including dining rooms) in home, by
demographics, 2009
- Figure 56: Number of living rooms (including dining rooms) in home, by
use of air fresheners or scented candles, 2009
- Appendix -- Consumer Usage and Frequency
- Figure 57: Usage of air fresheners, and scented candles, by
demographics, 2009
- Any air freshener or scented candle
- Figure 58: Frequency of usage of air freshener or scented candles, by
demographics, 2009
- Air freshener
- Figure 59: Frequency of usage of air freshener, by demographics, 2009
- Scented candles
- Figure 60: Frequency of usage of scented candles, by demographics, 2009
- Appendix -- Target Groups
- Figure 68: Target groups, by demographics, May 2009
- Figure 69: Attitudes towards household fresheners, by target groups, May
2009
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