本報告已在2011年07月19日停止出版。
專門於多樣市場領域之調查分析的英國市調公司 Datamonitor Corporation（總公司：London），針對舒緩・芳香居家環境營造及個人護理趨勢進行相關調查分析及預測，並出版報告書 "Sensory & Fragrance Home Care & Personal Care Trends" 。
本報告書內容包括：舒緩薰香產品的歐洲各國地區別特徵、男女差異分析、今後應採取的行動方案等。內容綱要摘記如下：
Datamonitor的觀點
介紹
分析
- 趨勢：環境變化刺激消費者的居家環境營造、個人護理需求
- 消費者個人護理及家用品的利用受到多變的氣候影響
- 因為水資源有限，使得消費者需要芳香產品
- 趨勢：家庭生活模式的巨大轉變影響打掃、整理用的商品利用
- 荷蘭及英國的消費者個人空間尤其狹小
- 所有國家都因都市化發展，使消費者不得不過著「更加互相支配」的生活
- 住宅格局、機能性及材料趨勢都影響的家中的味道
- 美國人把廚房當作休閒娛樂的地方
- 西班牙人、法國人、德國人及義大利人就實用面、衛生面考量偏好瓷磚地板
- 浴室是現代人放鬆自我和高度重視的空間
- 寵物增加也使得新的芳香商品的必要性提高
- 觀點：忙碌的生活型態更加增加放鬆及臭味管理的必要
- 消費者面對壓力，愈來愈懂得寵愛自己
- 沒時間造就忙碌的生活型態
- 觀點：香味也是重要的自己管理工具
- 使用香水讓消費者更有自信
- 人感到壓力時會想要尋求感官上的刺激，也尋求用同樣的方法獲得舒緩
- 消費者會希望有效地扼制臭味和汗味
- 許多消費者開始認識到無香料的價値
- 觀點：量身訂作的香水是目前的利基市場
- 化妝是消費者展現個人主義的最佳實例
- 量身訂作的香水仍是目前的利基市場
- 觀點：人們對香味的感覺因男女而不同，因產品也有不同
- 味道在與朋友見面或約會時扮演重要的角色
- 男與女對各種產品的味道認知不同
- 觀點：新產品銷售將促進新的味道流行趨勢
- 檸檬和有放鬆效果的薰衣草味道多用於空氣清淨及表面清潔
- 傳統的「大自然」香料用於洗衣或芳香劑上，至今仍大受歡迎
- 頭髮保養及個人護理衛生管理有許多相似之處
行動方案
- 為刺激消費者，應從不同的方向考量進行技術創新
- 綜合芳香劑以女性市場為目標
- 在高價路線的個人護理市場銷售針對消費者個人的量身訂作產品
- 利用天然的味道最大程度地影響消費者的嗅覺
- 摸索提供新產品的機會
- 配合因應目前及將來的禁煙活動
附錄
Abstract
Overview
Introduction
Part of NCI
Table of Contents
- VIEW
- INTRODUCTION
- ANALYSIS
- TREND: Environmental changes will shape consumers' homecare and personal
care needs
- Consumers' personal care and household product use will be affected by
changeable weather patterns
- Consumers will need odor-busting products as water becomes a scarcer
resource
- TREND: Broad changes in household living patterns will influence
cleaning and grooming product usage
- Dutch and UK consumers are particularly squeezed for personal space
- Urbanization in all countries is causing more consumers to live ' on
top of each other'
- Housing layout, functionality and material trends will have
implications for household odors
- Americans increasingly view the kitchen as an entertaining hub
- The Spanish, French, Germans and Italians favor tiled floors for
practical and hygiene reasons
- The bathroom is becoming a sanctuary for escapism and pampering
- Rising number of pets will necessitate new scented household products
- INSIGHT: Busy, frenetic lifestyles boost the need for both invigoration,
relaxation and odor control
- Consumers are increasingly pampering in response to stress
- Time scarcity is increasingly associated with frenetic lifestyles
- INSIGHT: Smelling good is an important self dynamism tool
- Fragrance use is associated with a strong confidence boost for the user
- People feel stressed and need sensory stimulation and calming
antidotes in equal measure
- Consumers have strong dispositions towards odor and sweat minimization
- ' Fragrance-free' is valuable for many consumers and situations
- INSIGHT: Customized fragrances remain a niche proposition
- Make-up is the best example of consumers' uptake of attempted mass
personalization
- Custom-made fragrances remain a niche segment...for now
- INSIGHT: The importance placed on fragrances differs between men and
women and by product category
- Smell plays a key part in mating and dating
- Men and women value fragrance differently in diverse products
- INSIGHT: Emerging fragrance trends battle inertia in new product launches
- Air scenting and surface cleaning are dominated by Lemon and relaxing
Lavender fragrances
- Fragrance varies by category and region
- Traditional and ' outdoors' scents remain popular for launches of
laundry and fragrance products
- Traditional mainstays still feature strongly in fragrance products
- Growth patterns in Laundry care and fine fragrance scents vary by
region
- Haircare and Personal Hygiene innovations show many similar fragrance
traits
- Rose is proving a popular scent in newly developed personal hygiene
products
- Growth in aloe based innovation is apparent in Haircare while the
growth of Rose based innovation is even more notable in Personal Hygiene
- Rose is by far the most important fragrance trend in Make-up and
Skincare
- ACTIONS
- ACTION: Innovate by thinking laterally to shake consumers out of their
inertia
- ACTION: Target women with multi-fragrance products
- ACTION: Offer customization to individual consumers in high value
personal care categories
- ACTION: Use natural scents to maximize the sensory impact for consumers
- ACTION: Seek out new product offering opportunities
- ACTION: Cater for existing and future smoking bans
- APPENDIX
- Definitions
- Methodology
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- APPENDIX
- Definitions
- Methodology
- Further reading
- Ask the analyst
- Datamonitor consulting
- Disclaimer
- List of Tables
- Table 1: Total Air Pollution (Thousands of Metric tonnes) in selected
countries, US & Europe, 2001-2011
- Table 2: Average annual temperature in capital cities, by selected
countries, US & Europe, 2001-2011
- Table 3: Total number of houses with recyclable water systems
(thousands), selected countries, US & Europe, 2001-2011
- Table 4: Population density (Persons/Sq Km) by country, US &
Europe, 2001-2011
- Table 5: Urban population as % of overall population, by country, US
& Europe, 2001-2011
- Table 6: Most popular kitchens & bathroom flooring types, selected
countries, US & Europe, 2006
- Table 7: Most important attributes sought in kitchens & bathrooms
flooring type, selected countries, US & Europe, 2006
- Table 8: Number of cats and dogs held as pets (m) in selected
countries, US & Europe, 2001-2011
- Table 9: Working hours per year and per week* of all employed persons,
by country, US & Europe, 2006-2011
- Table 10: Combined European and US personal care spending by occasion
type (US$m), 2000-2010
- Table 11: Consumer survey: proportion of consumers who reported that
they were "concerned about and are actively tackling various personal care
problems" (% respondents), US & Europe, 2006
- List of Figures
- Figure 1: Population density (Persons/Sq Km), US & Europe,
2001-2011
- Figure 2: Urban population as a % of overall population, US &
Europe, 1990-2010
- Figure 3: Therapeutic personal care consumption is a growing phenomenon
- Figure 4: Personalization is set to permeate more consumer goods
categories
- Figure 5: Importance of fragrance to consumers by product category,
gender and region, 2007
- Figure 6: New product launches by flavor/fragrance, Air fresheners
& Cleaning products by region, June 2006- June 2007
- Figure 7: Percentage growth of flavor/fragrance usage in new product
launches, Air fresheners & Cleaning products, by region, June 2005-06
- June 2006-07
- Figure 8: New product launches by flavor/fragrance, Laundry products
and Fragrances, by region, 2006-2007 June 2005-06 - June 2006-07
- Figure 9: Percentage growth of flavor/fragrance usage in new product
launches, Laundry products and Fragrances, by region, June 2005-06 - June
2006-07
- Figure 10: New product launches by flavor/fragrance, Haircare and
Personal Hygiene products, by region, June 2005-06 - June 2006-07
- Figure 11: Percentage growth of flavor/fragrance usage in new product
launches, Haircare and Personal Hygiene products, by region, June 2005-06
- June 2006-07
- Figure 12: New product launches by flavor/fragrance, Make-up &
Skincare products, by region, June 2005-06 - June 2006-07
- Figure 13: Percentage growth of flavor/fragrance usage in new product
launches, Make-up & Skincare products, by region, June 2005-06 - June
2006-07
- Figure 14: Fragrances in household products could be more innovative
- Figure 15: Ambi Pur' s triple scent air freshener should reduce odor
fatigue while dual-scented air freshener have practical applications for
car users
- Figure 16: Customized fragrances have the potential for mass market
appeal in the future
- Figure 17: Natural ingredients are well aligned to relaxation and
re-invigoration: 2 key need states for sensory orientated products to
address
- Figure 18: Changing refuse disposal patterns will mean new sensory
requirements
- Figure 19: Smoking in the home will require specialist air fresheners
and other products
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