Air Fresheners - US - December 2007

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Consumer research studies
• Abbreviations & terms
• Abbreviations
• Terms
• Executive Summary
• Market snapshot
• What' s driving the market
• Leading companies and products
• Where Americans purchase air fresheners
• Ad expenditures explode
• Who purchases air sanitizers
• Why they purchase them
• Attitudes towards air sanitizers
• Who purchases air fresheners
• Popular scents
• Attitudes towards air fresheners
• Looking ahead
• Market Drivers
• The presence of children drive sales
  • Figure 1: Households by size, 2006
• Teens and young adult population grows sales
• Air fresheners become hip
  • Figure 2: Top ten selling air fresheners, by sales, 52 weeks ending October 7, 2007
• Fueling the fires of germaphobia
  • Figure 3: odor types that respondents eliminate, by gender, October 2007
• Environmental pollutants in urban areas
  • Figure 4: Ten worst cities in the U.S. for smog and particle pollution, 2005
• Eliminating pet odor
  • Figure 5: Types of pets owned, 2005 and 2007
• Innovation drives demand
• A closer look at reed diffusers
• Market Size and Trends
• Market size
  • Figure 6: Total U.S. retail sales of air fresheners, at current and constant prices, 2002-07
• Market trends
• Scents that remind us of food
• Upscale scents
• Functional
• Sticks and diffusers
• Market Segmentation
• Sales by segment
  • Figure 7: Total U.S. retail sales of home air freshesners, car air fresheners, and potpourri/sachets, 2005 to 2007.
• Home air fresheners
  • Figure 8: Total U.S. retail sales of home air fresheners, at current and constant prices, 2002-07
• Car air fresheners
  • Figure 9: Total U.S. retail sales of car air fresheners, at current and constant prices, 2002-07
• Potpourri/sachets
  • Figure 10: Total U.S. retail sales of potpourri/sachets, at current and constant prices, 2002-07
• Supply Structure
• Company and brand sales
  • Figure 11: Total U.S. retail FDM sales of air fresheners, by company, 2004 and 2006
• Sales of home air fresheners
  • Figure 12: Total U.S. retail FDM sales of home air fresheners, by company, 2004 and 2006
• Sales of car air fresheners
  • Figure 13: Total U.S. FDM retail sales of car air fresheners, 2004 and 2006
• Potpourri/Sachets
  • Figure 14: Total U.S. FDM retail sales of potpourri/sachets, 2004 and 2006.
• Advertising and Promotion
• Germaphobia
  • Figure 15: Lysol Neutra Air, 2007 Figure 16: Lysol Neutra Air Fresh, 2007
  • Figure 17: Oust Air Freshener Candle, 2007
• Humor
  • Figure 18: Air Wick Scented Oils, 2007 Figure 19: Oust Air Freshener Spray, 2007
• Mood enhancer
  • Figure 20: Febreze Air Effects, 2007
  • Figure 21: Glade Lightshow Plug In, 2007
  • Figure 22: Glade Lightshow Plug In, 2007
• Peace of mind
  • Figure 23: Air Wick Aroma Therapy, 2007
  • Figure 24: Air Wick Freshmatic mini, 2007
• Marketing to tweens
• Marketing to moms
• Promotions are important
• Retail Distribution
  • Figure 25: U.S. retail sales of air freshener products, by channel, 2005 and 2007
• Supermarkets
  • Figure 26: U.S. Supermarket sales of air freshener products, at current and constant prices, 2002-07
• Mass merchandisers
  • Figure 27: U.S. mass merchandiser sales of air freshener products, at current and constant prices, 2002-07
• Drug stores
  • Figure 28: U.S. drug store sales of air freshener products, at current and constant prices, 2002-07
• The Consumer
• Who purchases air fresheners
• Summary
  • Figure 29: Types of air fresheners used, by gender, October 2007
  • Figure 30: Types of air fresheners used, by race and ethnicity, October 2007
  • Figure 31: Types of air fresheners used, by number of children, October 2007
• Why they purchase air fresheners
• Summary
  • Figure 32: Odors trying to eliminate, by gender, October 2007
  • Figure 33: Odors trying to eliminate, by income, October 2007
  • Figure 34: Odors trying to eliminate, by race and ethnicity, October 2007
  • Figure 35: Odors trying to eliminate, by number of children, October 2007
• Attitudes towards air freshener efficacy
• Summary
  • Figure 36: Opinions on air fresheners, by income, October 2007
• Popular scents
• Summary
  • Figure 37: Scents purchased, by gender, October 2007
• Who purchases air sanitizers
• Summary
  • Figure 38: Purchased air sanitizer, by gender, October 2007
  • Figure 39: Purchased air sanitizer, by marital status, October 2007
  • Figure 40: Purchased air sanitizer, by number of children, October 2007
• Attitudes towards air sanitizers
• Summary
  • Figure 41: Attitudes towards air sanitizers, by gender, October 2007
• Brand usage
  • Figure 42: Incidence of use of top three brands, by age, race/ethnicity, presence of children, and selected cohorts, May 2006-June 2007
  • Figure 43: Incidence of use of other leading brands, by age, race/ethnicity, presence of children, and selected cohorts, May 2006-June 2007
• Future Trends and Forecast
• Future trends
• Population growth will drive sales of air sanitizers
  • Figure 44: Population of the U.S., 2002-12
• A saturated market
  • Figure 45: Number of new product introductions, 2002-07
• Green and therapeutic scents will be popular
• Collision course: chemicals in air fresheners and health concerns
• Market forecast
• Air fresheners
  • Figure 46: Forecast of total U.S. sales of air fresheners, at current and constant prices, 2007-12
• Home air fresheners
  • Figure 47: Forecast of U.S. sales of home air fresheners, at current and constant prices, 2007-12
• Car air fresheners
  • Figure 48: Forecast of U.S. sales of car air fresheners, at current and constant prices, 2007-12
• Potpourri and sachets
  • Figure 49: Forecast of U.S. sales of potpourri and sachets, at current and constant prices, 2007-12
• Forecast factors
• Appendix: Trade Associations