美國芳香劑市場

Abstract

The air freshener market has enjoyed significant growth due to higher-priced product introductions and innovative delivery options. A slew of new products (more than 600 in three years) has expanded options for consumers and made a challenging marketplace even more competitive.

Readers of this report will learn how air fresheners can be positioned to capitalize on drawbacks of existing products. Additionally, this report uncovers demographic segments that have yet to purchase air fresheners en masse, and what products might appeal to them.

Some key points analyzed in this report:

• Demographic segments that are purchasing air fresheners and why
• Shortcomings of existing products uncovered by Mintel' s consumer research, such as overpowering scents, scents that do not last, and unattractive air fresheners
• The introduction and growth of higher-end products from retailers such as The Body Shop and Victoria' s Secret
• New products and trends likely to be of interest to consumers, including reed diffusers and air sanitizers that promise to destroy bacteria
• Market drivers that will spur future demand, including “green” and therapeutic products

This report covers air fresheners for use in the home or car, including aerosols, slow-release, plug-in, and potpourri.

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