Innovative new scents and delivery systems, products that resemble decorative accessories, the lure of aromatherapy in an increasingly stressful world: these factors have spurred the U.S. home fragrance market. Even as growth in the once-explosive candle segment slows, new offerings in air fresheners and environmental fragrances, such as products designed to mask pet odors, are picking up the slack. This new Packaged Facts report, the 4th edition, provides a comprehensive analysis of the U.S. market for home fragrances, including the consumer environment; "mass" and "class" channels and the crossover trends that enhance sales; and retail figures for both the air freshener and environmental fragrance categories. Also featured: IRI share data; Simmons demographic data; and competitive profiles of major players in the field.

Report Methodology
The information in The U.S. Market for Home Fragrance Products is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the home care market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2003) compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

The report also documents market size and composition, marketing and retail trends, and the role of the Internet, and up-to-date profiles of key consumer demographics based on Simmons Market Research Bureau data for Fall 2003.

What You’ll Get in this Report
The U.S. Market for Home Fragrance Products makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Home Fragrance Products offers. The report addresses the following segments:

• The Market (including market size and composition, and projected market growth)
• The Marketers (including discussions of specific marketer brand and market shares)
• Competitive Profiles (of the mainstream personal care marketers, specialists and up-and-coming niche players, and analyses of the products they market)
• Retail Strategies (including mass marketers, supermarkets stores and drug stores)
• The Consumer (who’s buying what, and where)
• The Products
• Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the home fragrance market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for home fragrance products, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for home fragrance products based on Simmons data.

This report will help:

• Marketing Managers identify market opportunities and develop targeted promotion plans for home fragrance products
• Research and development professionals stay on top of competitor initiatives and explore demand for products in the home care arena.
• Advertising agencies working with clients in the home care industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
• 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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