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.
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