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Innovative new scents and delivery systems, products that resemble decorative accessories, the lure of aromatherapy in an increasingly stressful world… These factors have rallied the U.S. home fragrance market, now worth $2.7 billion. Even as growth in the once-explosive candle segment slows, new offerings in air fresheners and environmental fragrances pick up the slack. And as consumers increasingly look to the home as a haven from society’s ills, sales will approach $3.5 billion by 2006. This new Packaged Facts report 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, going back 10 years. Also featured: IRI share data; Simmons demographic data; and competitive profiles of heavy hitters Belae Brands, Blyth Industries, Coty, S.C. Johnson, Dial, and Pennzoil Quaker State.

Additional Information

Report Methodology

The information contained in this report is based on primary, secondary, and syndicated research. Primary research included on-site examination of home fragrance products and the retail establishments that sell them. Secondary research involved gathering information from company literature, articles in marketing and trade publications, and independent financial reports. Syndicated research came from several different suppliers.

Statistics on market size and growth are based on careful evaluation of all available information on sales and trends, including data from Information Resources, Inc. (IRI)’s InfoScan Review, which is a key source of checkout-counter scanner data from discount stores, supermarkets, and mass merchandisers. Data supplied by Information Resources, Inc., helped to generate estimates relating to market size, product distribution, and brand shares.

Figures on national consumer advertising expenditures by individual market-ers are based on Competitive Media Reporting (CMR) data, as reported in the trade press. The analysis of consumer product usage is based on Simmons Market Research data for spring 2001.

Press Release

Sales of Home Fragrance Products to Top $3.4 Billion by 2006

New York, May 30/PRNewswire - Despite an anticipated slowdown in market expansion, sales of home fragrance products are expected to increase by 24% and top $3.4 billion by 2006, according to a new report published by Packaged Facts. The U.S. Market for Home Fragrances, available at MarketResearch.com, explains these projections and fully analyzes market trends for the industry between 2001 and 2006.

Innovations in new fragrances and a steady increase in the popularity of air freshener products have kept the market moving forward in spite of the recent economic downturn. An additional growth factor within the general home fragrance market is the new “cocooning” trend: consumers are spending greater amounts of time within their homes as concerns about personal safety have risen. Not only are customers more likely to focus on improving the odor of their homes as they spend more time within them, but they are also looking to pleasant smells and aromatherapy products in hopes of decreasing stress levels elevated by the events of last fall.

“As we would expect in an economic downturn, the more expensive environmental fragrance products have lost some ground to cheaper air freshener products in the past few years,” said Don Montuori, Acquisitions Editor for Packaged Facts. “However, we’re finding that items like scented candles have buoyed the environmental fragrance market due to consumers’ heightened interest in the soothing properties of the product.”

The U.S. Market for Home Fragrances provides detailed information about consumer demographics, as well as marketing trends, product development, and emerging promotional campaigns. The report also includes historical sales data, as well as market projections through the year 2006.

About Packaged Facts
Packaged Facts, a division of MarketResearch.com, produces research reports on a wide range of consumer industries, including information on domestic and global market trends and opportunities.

About MarketResearch.com
MarketResearch.com is the leading provider of global market intelligence products and services. With over 50,000 research publications from more than 350 top consulting and advisory firms, they offer instant online access to the world’s most extensive database of expert insights on global industries, companies, products, and trends. For more information, call Alison Williams at 212.807.2649 or visit www.MarketResearch.com.

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