• About 75% of American households use air fresheners
• Table 1-12 Number of air fresheners used*
• Room spray most used product form
• Table 1-13 Air Freshener Product Form*
• Less educated, larger families, mobile home dwellers, and blacks lead usage
• Table 1-14 Demographic Characteristics of Air Freshener Users
• Glade still most used but Febreze catches up
• Table 1-15 Air Freshener Brand Usage 2005-2007
• Figure 1-5 Air Freshener Brand Usage 2005-2007
• Younger people help drive sales
• Women buy most candles; purchase driven by fragrance

Chapter 2 Market Size and Growth

• Scope of the Report
• Methodology
• Market Definition
• Industry Regulations
• Controversy over Air Fresheners
• Historical Sales Trends
• Table 2-1 U.S. Sales of Home Fragrance Products, 2003-2007
• Table 2-2 U.S. Mass Retail Sales of Home Fragrance Products, 2003-2007
• Home Fragrance Sales Equal Household Cleaner Sales
• Table 2-3 U.S. Mass Retail Sales of Home Fragrance Products, Household Cleaners and Laundry Products 2007
• Unit Sales
• Table 2-4 U.S. Mass Retail Unit Sales of Home Fragrance Products, 2003-2007
• Seasonality
• Table 2-5 U.S. Mass Retail Sales of Candles, $ millions
• Market composition by product category
• Figure 2-1 U.S. Retail Sales of Home Fragrance Products, 2003-2007
• Market composition by retail channel
• Figure 2-2 U.S. Retail Sales of Home Fragrance Products by Retail Channel, 2003-2007
• Factors Affecting Market Growth
  • Procter & Gamble enters the mass market
  • Table 2-6 Procter & Gamble U.S. Mass Retail Sales of Home Fragrance Products, 2003-2007
  • Higher priced products drive growth
  • Table 2-7 Total and Average Retail Prices of Mass Home Fragrance Products, 2003-2007
  • Table 2-8 Retail Prices of Select Home Fragrance Products, 2008
  • Diffusers transform market
  • Table 2-9 U.S. Mass Retail Sales of Select Active Diffuser Products, 2003-2007
  • Innovation drives growth
  • New odor elimination products revive room sprays
  • Table 2-10 U.S. Mass Retail Sales of Select Odor Elimination Air Fresheners, 2003-2007
  • Home fragrance products make great gifts
  • Increasing number of households
  • Figure 2-3 Number of U.S. Households, 2000-2007
  • The Housing Boom
  • Table 2-11 Percent of Home Ownership
  • Table 2-12 Annual Existing Home Sales 2002-2007
  • Table 2-13 Annual New Home Sales/Median Annual Sales Price 1995-2006
  • Larger homes require more fragrance products
  • Table 2-14 Median square feet of floor area, new one family houses 1985-2005
  • Table 2-15 Number of bathrooms in new one family houses 1990-2006 % distribution
  • Table 2-16 Presence of Central Air-Conditioning in New One-Family Houses 1990-2006 % distribution
  • Investing in the Home
  • Table 2-17 U.S. Average Annual Consumer Expenditures, 2005
  • Table 2-18 Annual Home Remodeling Expenditures 1995-2005 - $ millions
  • The Multi-tasking Home
  • Big Spenders
  • Table 2-19 Personal Income and Its Disposition - 2000-2005 ($ billions)
  • Figure 2-4 U.S. Quarterly Personal Consumption Expenditures and Gross Domestic Product, 2005-2007 (in billion $)
  • Raw Material Prices Impact Manufacturers
  • Figure 2-5 Producer Price Index (PPI) of Crude Petroleum, 2004-2008
  • Figure 2-6 Producer Price Index (PPI) of Plastics Material & Resins Manufacturing, 2003-2008
  • Figure 2-7 Producer Price Index (PPI) of Metals and metal products, 2004-2008
  
  
• Projected Market Growth
  • Figure 2-8 Projected U.S. Sales of Home Fragrance Products, 2007-2012
  • Negative Drivers
  • Figure 2-9 Number of U.S. Households, 2007-2010

Chapter 3 The Marketers

• Highly concentrated market
• Table 3-1 Leading Marketers, U.S. Overall Market Home Fragrances, 2007
• Figure 3-1 Leading Marketers, U.S. Overall Market Home Fragrances, 2007
• SC Johnson remains the mass leader but sales declining
• Table 3-2 Leading Marketers, U.S. Mass Retail Sales of Home Air Fresheners, 2003-2007
• Big 4 players control mass market
• Table 3-3 Market Shares of Leading Marketers, U.S. Mass Retail Sales of Home Air Fresheners, 2004-2007
• Figure 3-2 Market Shares of Leading Marketers, U.S. Mass Retail Sales of Home Air Fresheners, 2004-2007
• SC Johnson biggest mass candle player
• Table 3-4 Leading Marketers, U.S. Mass Retail Sales of Candles, 2003-2007
• Table 3-5 Leading Marketers, U.S. Mass Retail Sales of Candles, 2006-2007
• Figure 3-3 Market Shares of Leading Marketers, U.S. Mass Retail Sales of Candles, 2003-2007
• Private Label a Major Factor in Candle Category
• Mergers, Acquisitions, Divestitures
• Competitive Profiles
  • SC Johnson & Son Inc.
  • Company Profile
  • Performance
  • Table 3-6 SC Johnson’s Sales of Home Air Fresheners, 2003-2007
  • Table 3-7 SC Johnson’s Sales of Automobile Air Fresheners, 2003-2007
  • Product portfolio
  • New Products
  • Table 3-8 SC Johnson Home Fragrance Line
  • Strategy and Positioning
  • Table 3-9 Consumer Use of Air Freshener Brands, 2005-2007
  • Distribution
  • Advertising and Promotion
  • Future Outlook
  
  
• Reckitt Benckiser
  • Company Profile
  • Performance
  • Table 3-10 Reckitt Benckiser’s Sales of Home Air Fresheners, 2003-2007
  • Product portfolio
  • New Products
  • Table 3-11 Reckitt Benckiser Home Fragrance Line
  • Strategy and Positioning
  • Distribution
  • Advertising and Promotion
  • Future Outlook
  
  
• Procter & Gamble
  • Company Profile
  • Performance
  • Table 3-12 Procter & Gamble’s Sales of Home Fragrance Products
  • 2003-2007
  • Product portfolio
  • Table 3-13 Procter & Gamble’s Home Fragrance Line
  • Strategy and Positioning
  • Distribution
  • Advertising and Promotion
  • Future Outlook
  
  
• Henkel (The Dial Corporation)
  • Company Profile
  • Performance
  • Table 3-14 Dial’s Sales of Home Air Fresheners, 2003-2007
  • Product portfolio
  • New Products
  • Table 3-15 Dial Home Fragrance Line
  • Strategy and Positioning
  • Distribution
  • Advertising and Promotion
  • Future Outlook
  
  
• Yankee Candle Company
  • Company Profile
  • Performance
  • Product portfolio
  • Table 3-16 Yankee Candle Company Home Fragrance Line
  • Aroma Naturals
  • Illuminations
  • Strategy and Positioning
  • Distribution
  • Advertising and Promotion
  • Future Outlook
  
  
• Blyth Inc.
  • Company Profile
  • Performance
  • Product portfolio
  • Table 3-17 Blyth Home Fragrance Line
  • Strategy and Positioning
  • Distribution
  • Advertising and Promotion
  • Future Outlook
  
  
• Limited Brands Inc.
  • Company Profile
  • Performance
  • Product portfolio
  • Table 3-18 Limited Brands Home Fragrance Line
  • Strategy and Positioning
  • Distribution
  • Advertising and Promotion
  • Future Outlook
  
  
• Lancaster Colony Corporation
  • Company Profile
  • Performance
  • Product portfolio
  • Table 3-19 Candle-lite Home Fragrance Line
  • Strategy and Positioning
  • Distribution
  • Advertising and Promotion
  • Future Outlook
  
  
• Method
  • Company Profile
  • Performance
  • Product portfolio
  • Table 3-20 Method Home Fragrance Line
  • Strategy and Positioning
  • Distribution
  • Advertising and Promotion
  • Future Outlook

Chapter 4 Marketing and New Product Trends

• Marketing practices and trends
• Advertising and promotion practices and trends
• Heavy advertising investment by leading mass marketers
• Coupons get consumers to try
• Table 4-1 Coupons for Selected Home Fragrance Products
• Retailer circulars offer deals
• Table 4-2 Feature Retail Deals for Selected Home Fragrance Products
• Unmeasured media spending on the rise
• Mass marketers promoting in new ways
• Method blends traditional and viral marketing
• Yankee Candle promotes to customers and consumers
• Limited Brands relies primarily on in-store merchandising
• Direct sellers promote to their consultants
• Internet
• Product Trends
• New product introductions rise dramatically
• Table 4-3 Reported New Deodorizers & Air Fresheners, 2004- 2007
• Innovation drives growth
• Diffusers transform market
• Table 4-4 U.S. Mass Retail Sales of Select Active Diffuser Products,
• 2003-2007
• New odor elimination products revive room sprays
• Table 4-5 U.S. Mass Retail Sales of Select Odor Elimination Air Fresheners, 2003-2007
• Fresh, natural and eco-friendly claims for new products
• Table 4-6 Package Claims of Home Fragrance Products, 2004- 2007
• “Natural” is good for you, good for planet
• Aromatherapy remains popular
• Freshness a key fragrance trend
• Table 4-7 Top Fragrances of Home Fragrance Products, 2004- 2007
• Alternating scent to renew freshness
• Table 4-8 Selected Home Fragrance Product Introductions

Chapter 5 Distribution and Sales

• Distribution Channels
• Market composition by retail channel
• Figure 5-1 U.S. Retail Sales of Home Fragrance Products by Retail Channel, 2007
• Table 5-1 U.S. Mass Retail Sales of Home Fragrance Products, 2003-2007
• Home fragrance strategy varies by retail channel
• Mass Retailers
• Specialty Stores
• Direct Sales
• Key retailers and direct sellers
• Yankee Candle
• Limited Brands
• Blyth Inc.
• Pier 1 Imports
• Bed Bath & Beyond
• Home Interiors & Gifts, Inc
• L’Occitane
• Crabtree & Evelyn
• Whole Foods Market, Inc. Chapter 6 The Consumer
  
  • About 75% of American households use air fresheners
  • Table 6-1 Number of air fresheners used*
  • Room spray most used product form
  • Table 6-2 Air Freshener Product Form*
  • Less educated, larger families, mobile home dwellers, and blacks lead usage
  • Table 6-3 Demographic Characteristics of Air Freshener Users
  • Differences emerge when demographic data is analyzed by product form
  • Age
  • Race
  • Region
  • Education
  • Household characteristics
  • Income
  • Table 6-4 Indexed Demographic Characteristics by Form
  • Differences emerge when demographic data is analyzed by usage frequency
  • Age
  • Race
  • Region
  • Education
  • Household characteristics
  • Income
  • Table 6-5 Demographic Characteristics by usage
  • Table 6-5[Cont.] Demographic Characteristics by usage
  • Glade Still Most Used but Febreze Catches Up
  • Table 6-6 Air Freshener Brand Usage 2005-2007
  • Figure 6-1 Air Freshener Brand Usage 2005-2007
  • Glade
  • Febreze
  • Airwick
  • Renuzit
  • Oust
  • Table 6-7 Demographic Characteristics of Leading Brands
  • Younger people help drive sales
  • Figure 6-2 Characteristics of 18-24 age group (help I CAN’T MAKE THIS CHART LOOK BETTER)
  • Psychographics
  • Table 6-8 Psychographic Profile of Users of Air Fresheners by Product Form
  • Table 6-9 Psychographic Profile of Users of Air Fresheners by Number of Products Used in last 6 months
  • Table 6-9[Cont.} Psychographic Profile of Users of Air Fresheners by Number of Products Used in last 6 months
  • Women buy most candles; purchase driven by fragrance

Appendix