Abstract
The market for home fragrance products in the United States has shifted over
the last several years with mass-market air freshener diffusers growing at the
expense of other product forms. Candles, which account for nearly half of the
total market, have been impacted in particular by consumers' desire for
technology "gadgets" like diffusers. The greatest impact on the competitive
structure of the market has been driven by the entrance of Procter & Gamble
into the category. Leveraging its successful Febreze fabric refresher brand
into air fresheners and candles, P&G has risen to become the third largest
mass market player in just three years. P&G' s success has disrupted the mass
market landscape, and threatened traditional leaders SC Johnson and Reckitt
Benckiser.
This updated Packaged Facts report examines the trends impacting the market,
from technology innovations to the growth of the air neutralization segment.
It analyzes consumers' desire for multiple product forms throughout their
homes, and reasons driving use of each form. The report looks at the dynamics
specific to mass and specialty retailing - which is growing, who is performing
best, what is selling through each channel. The report also provides
discussions of leading and interesting players in each channel including
Procter & Gamble, SC Johnson, Reckitt Benckiser, Dial Corp., Yankee Candle and
Method, a new upscale entrant in the mass market.
Report Methodology
The information contained in this report was obtained from both primary and
secondary research. Primary research entailed consultation with industry
participants and on-site examination of retailing channels. Secondary research
entailed data-gathering from myriad business sources, including Information
Resources, Inc.' s (IRI) InfoScan Review; trade publications and newsletters;
articles in consumer business newspapers and magazines; government data;
information from industry and non-governmental associations, annual reports,
10Ks, and other financial releases from public companies; and other reports by
Packaged Facts. Information on new product introductions is derived from
reports in the trade press and online, as well as detailed data from
Datamonitor' s Productscan Online service. Analysis of consumer attitudes and
demographics primarily derives from the Simmons Market Research Bureau (New
York, NY) Spring 2007 full-year (May 2006-June 2007) adult consumer survey,
which is based on 25,375 respondents age 18 or over.
How You Will Benefit from this Report
If you are in the home fragrance market or looking to enter, or if you' re a
supplier, retailer, or analyst this report is invaluable as it provides a
comprehensive package of information and insight about market, product,
consumer, and retail trends. You will gain a thorough understanding of the
current market for home fragrance products, as well as projected markets and
trends through 2012.
This report will help:
- Marketing Managers identify market opportunities and develop targeted
promotion plans.
- Research and development professionals stay on top of competitor
initiatives and explore demand for home fragrance products.
- Advertising agencies to develop messages and images that compel consumers
to purchase home fragrances.
- Business development executives understand the dynamics of the market and
identify possible partnerships.
- Information and research center librarians provide market researchers,
brand and product managers and other colleagues with the vital information
they need to do their jobs more effectively.
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