Report: The U.S. Market for Home Fragrance Products, 4th Edition TOC

Chapter 1: Executive Summary

Scope and Methodology
Report Methodology
The Products
- Environmental Fragrances
- Air Fresheners
The Market
- $2.9 Billion Market
- Slow Candle Sales, Strong Sales of Home And Auto Air Fresheners
Table 1-1: U.S. Retail Sales of Home Fragrance Products, 1999-2003
Table 1-2: Year-to-Year Percentage Change in Retail Sales of Home Fragrance Products, 2000-2003
Factors Affecting Market Growth
Seasonal Now Year-Round
Demographic Targeting
Updating Product Presentation
Packaging to Encourage Repeat Purchases
Different Scents for Different Rooms
The Marketers
- Automobile Air Fresheners
- Home Air Fresheners
- Potpourri/Sachets
- Candles
Competitive Situation
- Marketing Trends
- Product Trends
- Packaging Trends
The Consumer
- Use of Air Fresheners
- A Downscale Profile
- Spray-type Air Fresheners
Table 1-3: Demographic Characteristics of Air Freshener Consumers, 2003
- Consumer Use: Minor Differences Across Product Types
- Glade: Preferred Brand

Chapter 2: The Products

Scope of the Report
Products Not Covered
Past Innovations In Home Fragrances

Product Categories, Forms, Uses
- Environmental Fragrances
- Potpourri
- Scented Oils
- Scented Candles
- Sachets
- Incense
- Other Product Segments
Air Fresheners
- Home Air Fresheners
- Automobile Air Fresheners
Ingredients
- Fragrance Formulae
- Aromatic Gums and Resins
- Dried Botanicals
Table 2-1: Assorted Dried Botanical Ingredients Found in Potpourri
Home Fragrance Products And Aromatherapy
Table 2-2: Chemicals Used in Home Fragrances and Their Effects on Health

Environmental and Government Regulations
- EPA and Chemicals Used In Home Fragrances
- Fragrance Industry and The FDA
- Aromatherapy Captures FDA' s Attention
- Pollutants From Candles And Incense
- The Problem of Lead Wicks
- Incense and Air Pollution

Chapter 3: The Market

Methodology
Retail Sales: Difficult To Quantify

Market Size and Growth
- Table 3-1: U.S. Sales of Home Fragrance Products, 1999-2003
- Candle Sales: Down From Previous Years
- Air Fresheners Show Promising Growth
- Table 3-2 U.S. Retail Sales of Home Fragrance Products, 1999-2003
- Market Composition
- Figure 3-1: U.S. Retail Shares of Home Fragrance Products by Product Type, 2003
Factors Affecting Market Growth
- Increasing Number Of U.S. Households
- Figure 3-2: Number of U.S. Households, 1995-2010
- Spending More Time At Home
- Product Innovations Generate Excitement
- Changing Marketing Strategies
- Layering Fragrances
- Popular Gift Items
- Specific Products For Specific Uses
Projected Market Growth
- Figure 3-3: Projected U.S. Sales of Home Fragrance Products, 2003-2008
The Marketers
- Table 3-3: Selected Marketers of Environmental Fragrances
- Table 3-4 Selected Marketers of Air Fresheners
Home Air Fresheners: Marketers And Brand Shares
- SC Johnson & Son Inc.: Market Leader
- Glade: The Leading Brand
- Reckitt Benckiser
- Table 3-5: Marketers and Brand Shares of Home Air Fresheners, 2002-2003
- Table 3-6: Comparison: Retail Market Share and Rankings of Home Air Fresheners Marketers 1999 and 2003
- Lysol Neutra Air Surges Ahead
- Table 3-7: Brand Performance of Home Air Fresheners, 2002-2003
Automobile Air Fresheners: Marketers and Brand Shares
- The Big Little Tree
- SC Johnson Gaining on the Competition
- Table 3-8: Marketers and Brand Shares of Automobile Air Fresheners, 2002-2003
- Figure 3-1: Marketers and Brand Shares of Automobile Air Fresheners, 2003
- Table 3-9: Comparison: Retail Market Share and Ranking of Marketers of Automobile Air Fresheners 1999 and 2003
- Glade Leads The Charge
- Table 3-10: Brand Performance of Automobile Air Fresheners, 2002-2003
Potpourri/Sachet Products: Marketers and Brand Shares
Candles: Marketers and Brand Shares
- SC Johnson Leads Retail Sales
- Glade Candle Scents: Major Brand
- SC Johnson Regains Top Spot
- Table 3-14: Marketers and Brand Shares of Candles, 2002-2003
- Table 3-15: Comparison: Retail Market Share and Ranking of Marketers of Candles 1999 and 2003
- Glade Registers Highest Sales Increase
- Table 3-16: Performance of Brands of Candles, 2002-2003

Chapter 4: Competitive Situation

Private Label Candles: A Force To Reckon With
Mergers and Acquisitions Bring In Big Players
Blyth Inc. Acquires Walter Drake & Miles
Shell Oil Buys Medo Air Freshener
Henkel Takes Over Dial Corp

Competitive Profiles
- Yankee Candle Company
  - Company Profile
  - History 69
  - Ownership Change
  - Main Plank For Growth
  - Sales Growth of 14.3% In 2003
  - Product Line
- Table 4-1: Yankee Candle Company Candle Types
  - New Products
- Table 4-2: Yankee Candle Company Recent Product Introductions
  - Multi-pronged Distribution Strategy
  - Retail Operations
  - Wholesale Operation
  - Target Audience
  - Sleek YC Targets Young Urban Consumer
- SC Johnson & Son Inc.
  - Company Overview
  - Glade Product Line
  - Competition For SC Johnson
  - New Products Doing Well
- Blyth Inc.
  - Company Overview
  - Blyth' s Mass-market And Prestige Market Brands
  - New Products
- Table 4-3: Blyth Recent Product Introductions
  - 'Inorganic' Growth Pattern
  - Major Distribution Channels
- Intimate Brands Inc.
  - Company Overview
  - Business Segments
  - Retail Operations
  - Building gThe World' s Best Candleh
- Dial Corp.
  - Company Overview
  - Market Share
- Table 4-4: Market Shares of Types of Dial Products, 2001-2003
  - Product Line
  - Future of Renuzit
  - Distribution Network
  Reckitt Benckiser Company Overview Home Fragrance Product Line Airwick Nite Light Story
- American Greetings Corporation
  - Company Overview
  - Business Segments
  - Candles Shine Through
  - Mass-market: Prime Distribution Channel
- Lancaster Colony Corporation
  - Company Overview
  - Business Segments
  - Declining Candle Sales
- Shell Oil Products U.S.
  - Company Overview
  - Medo: Market Leader Despite Declining Sales
- Product Trends
  - Food, Fruit Fragrances Gain In Popularity
  - Table 4-5: Top Fragrances of Home Fragrance Products, 2003- 2004
  - Natural Products Draw Consumers
  - Aromatherapy Products
  - New Trend In Automobile Air Fresheners: Fresh Flavors
  - Products With A Contemporary Look
  - Decorative and Functional
  - Seasonal Products
  - Table 4-6: Selected Auto Air Freshener Product Introductions, 2003-2004
  - Table 4-7 Selected Home Air Freshener Introductions, 2003-2004
  - Table 4-8 Selected New Candle Introductions, 2003-2004
  - Table 4-9 Selected New Essential Oil Introductions, 2003-2004
  - Table 4-10 Selected New Potpourri/Sachet Introductions, 2003-2004
  - Table 4-11 Selected New Incense/Pebbles Introductions, 2003-2004
- Packaging Trends
  - Positioning Through Innovative Packaging
  - Labels Help Educate Consumers
  - Allowing Consumers To Sample Fragrances

Chapter 5: Advertising and Promotion

Consumer Advertising Expenditures
Note on Sources
Spending On Glade Almost 63% of Total Industry Ad Dollars
Airwick Line Backed By $30 Million In Ad Spend
Yankee Candle' s Spending Low At $4.26 Million
Renuzit Spending Miniscule
Consumer Advertising Positioning
- Home Fragrances Serve Multiple Functions
- Popular Gift Choice
- Awareness of Natural Ingredients' Benefits
- Products For Special Occasions, Uses
Examples of Consumer Advertising and Promotions
- SC Johnson & Son Inc.' s 'Family' Campaign
- Print Ads From Yankee Candles
- Table 5-1: Selected Positioning Statements in New Product Advertising
- Targeting Mass-market With Discount Coupons
- Coupon Promotions And FSIs
- Promotions For Gift Packages
- Table 5-2: Consumer Promotions for Selected New Product Introductions
- Using the Web To Advertise and Discount

Chapter 6: Retail and Distribution

Multiple Distribution Methodologies
Wholesale
Specialty Stores
Mass-Market
Direct Sales
Catalog and Internet Sales
Retail Trends
- Retail Chains Increase Candle Assortments
- Candles Go Mass-Market
- Home Fragrance Marketers Bundling Product Offerings
- Home Decor Companies Have an Edge
- Discount Stores Favored For Gift Purchases
- Gift Stores Give Thumbs-up To Candles, Accessories
- Breakdown of Marketer Sales By Channels
- Table 6-1: Yankee Candle Co.' s Sales through Various Channels, 2003
- Table 6-2: Blyth Inc.' s Sales through Various Channels, 2003
- Car Air Freshener Displays Capture Impulse Buyers
- Focus On Leading Air Freshener Brands
- Air Fresheners Displayed With Household Cleaners
- Mass-Market Displays Reinforce Premium Image
- Environmental Fragrances: Displayed as Differentiators

Chapter 7: The Consumer

Note On Simmons Survey Data
Consumers' Use of Air Fresheners
Figure 7-1: Frequency of Use of Air Fresheners, 2003
Table 7-1: Demographic Characteristics Favoring Use of Air Fresheners, 2003
Table 7-2: Use of Air Fresheners by Type, 2003
Table 7-3: Demographic Profile of Air Freshener Users by Type of Freshener, 2003
Table 7-4: Major Indices of Air Freshener Use by Product Type, 2003
Spray-type Air Fresheners
Plug-in/Electric-type Air Fresheners
Candles A Profile from the National Candle Association
Figure 7-2: Use of Different Types of Home Air Fresheners by Age
Figure 7-3: Use of Different Types of Home Air Fresheners by Ethnic Group
Figure 7-4: Use of Different Types of Home Air Fresheners by Region
Brand Preference
- Most Widely Used Brand: Glade
- Table 7-5 Consumer Use of Air Fresheners by Brand
- Table 7-6 Demographic Profile of Users of Air Fresheners by Brand
- Consumer Profile: Glade
- Table 7-7: Demographic Characteristics Favoring Use of Glade Air Fresheners
- Consumer Profile: Touch of Scent
- Table 7-8: Demographic Characteristics Favoring Use of Touch of Scent
- Consumer Profile: Wizard
- Table 7-9: Demographic Characteristics Favoring Use of Wizard Air Fresheners
- Consumer Profile: Renuzit
- Table 7-10: Demographic Characteristics Favoring Use of Renuzit
- Consumer Profile: Airwick
- Table 7-11: Demographic Characteristics Favoring Use of Airwick Air Fresheners

The U.S. Market for Home Fragrance Products, 4th Edition

Chapter 1: Executive Summary

Chapter 2: The Products

Chapter 3: The Market

Chapter 4: Competitive Situation

Chapter 5: Advertising and Promotion

Chapter 6: Retail and Distribution

Chapter 7: The Consumer

Appendix: Addresses of Selected Marketers