Table of Contents
- Introduction
- Definition
- Consumer research
- Market in Brief
- France
- Total sales down, but manufacturers fight back
- High usage for fragrant French
- Marketing muscle from multinationals
- A softer touch?
- Hypermarkets and supermarkets dominate sales
- Sweet smell of success
- Germany
- The German air fresheners market is subject to mixed influences
- Slowing value sales
- Sectors characterised by different performance
- A handful of multinationals run the scene
- Channels to target
- Who is the consumer?
- The future
- Italy
- Six in ten households use fresheners
- Rising female employment boosts all household markets
- New product development aimed at improving consumer confidence in
fresheners
- Odour neutralising is a stronger trend than mere fragrancing
- Market is highly brand-led
- Grocery multiples dominate distribution
- Environmental concern is growing
- Spain
- Attitudes to housework and household products
- Opportunities to increase penetration and usage
- Market growth is slowing
- Targets for suppliers of household fresheners
- Slowdown in new product development
- Multinationals dominate
- Large retail outlets maintain share
- UK
- Size of scents
- A breath of fresh air
- Frequency less than fresh
- Consumers scent home
- The future of fragrances
- Internal Market Environment
- Different penetration rates in Europe; factors include pets, smokers and
bathrooms
- Figure 1: Use of household fresheners, by country, 2005
- Household pet ownership creates potential for fresheners to neutralise pet
smells: France leads for pet ownership
- Figure 2: Household pet ownership, by country, 2005
- Number of smokers: Germany and France have the largest consumer base
- Figure 3: Adult smoking population, by country, 2001-05
- Number of bathrooms: more bathrooms equals higher usage of household
fresheners?
- Figure 4: Number of bathrooms in household, by country, 2005
- Broader Market Environment
- 25-54-year-olds are the main target in the review countries, but the
population is ageing
- Figure 5: Population by age, by country, 2005
- Larger households use greater volume of fresheners, but trend is towards
one-person households
- Figure 6: Household population, % by size, by country, 2005
- Market growth in line with rising consumer expenditure
- Figure 7: Indexed growth in consumer expenditure, current terms, by
country, 2001-06
- Employment rate declined only in Germany
- Figure 8: Total in employment, (000s) by country, 2000-05
- Rising number of women in employment help sales of premium and slow-release
- Figure 9: Female employment, by country, 2005
- Market Size and Forecast
- Market size 2001-06
- France, despite highest penetration comes only second in terms of value
sales
- Figure 10: Retail value sales of household fresheners, at current
prices, by country, 2001-06
- UK takes the lead as Britons opt for premium fresheners
- Figure 11: Retail value sales of household fresheners, % share by
country, 2006
- Germany and Spain are the fastest-growing fresheners markets, but German
growth is slowing
- Figure 12: Indexed retail value sales of household fresheners, at
current prices, by country, 2001-06
- Market forecast and prospects
- Steady growth expected in the review countries...
- Figure 13: Forecast for total retail value sales of household fresheners
at current prices, by country, 2006-11
- Germany and Spain forecast to be the best performing markets
- Figure 14: Forecast indexed retail value sales of household fresheners
in current terms, by country, 2006-11
- Spain is the only country expected to increase its share of the total by
more than 1% point compared to 2006
- Figure 15: Forecast % share of market value, by country, 2011
- France
- Large and stable consumer base a warranty for the future
- Niche products ready to grow further
- Can this market benefit from the 70s revival?
- Germany
- Italy
- Good prospects ahead
- Odour neutralisers to spearhead growth
- Household fresheners form part of modern lifestyles
- Innovation remains the key driver
- More interest from young people
- Barriers to growth
- More trust in household fresheners
- Spain
- Opportunities to further increase penetration levels
- Women remain core targets
- Younger housewives are most significant
- More pet owners and car owners, but fewer smokers
- Mixed impact of changes in household size
- UK
- NPD drives growth
- Perfume and premiumisation
- Plugging in to growth
- Highway to sales
- Segment Performance
- Slow-release is the largest sector except in Germany, where aerosols take
the lead
- Figure 16: Retail value sales of household fresheners, by type, by
country, 2006
- Different fortunes for candles and specialist fresheners by country
- Figure 17: Retail value sales of household fresheners, % sales by type,
by country, 2006
- Market Share
- Multinationals dominate the household fresheners market
- Figure 18: Manufacturers' retail value sales of household fresheners, by
country, 2006
- Own-label takes the largest share in France and UK
- Figure 19: Manufacturers shares of retail value sales of household
fresheners, by country, 2006
- Channels to Market
- Grocery outlets dominate sales of household fresheners
- Figure 20: Retail value sales of household fresheners, by outlet type,
by country, 2006
- Discounters play their most important role in Germany
- Figure 21: Retail value sales of household fresheners, % sales by outlet
type, by country, 2006
- The Consumer -- Pan-European Overview
- France and GB have the largest consumer base, Germany and Spain have much
ground to make up
- Figure 22: Trends in penetration of household fresheners, 2002-05
- France and GB also have the highest usage
- Figure 23: Use of household fresheners, by country, 2005
- Aerosol fresheners have highest penetration in France and GB, plug-ins in
Spain and slow-release in Germany
- Figure 24: Use of household fresheners, by type, 2005
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