The U.S. Market for Home Fragrance Products, 4th Edition
Jul 1, 2004
172 Pages - Pub ID: LA967620
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Abstract Table of Contents Search Inside Report Buy By the Section Related Reports

Chapter 1: Executive Summary
  • Scope and Methodology
  • Report Methodology
  • The Products
    • Environmental Fragrances
    • Air Fresheners

  • The Market
    • $2.9 Billion Market
    • Slow Candle Sales, Strong Sales of Home And Auto Air Fresheners

  • Table 1-1: U.S. Retail Sales of Home Fragrance Products, 1999-2003
  • Table 1-2: Year-to-Year Percentage Change in Retail Sales of Home Fragrance Products, 2000-2003
  • Factors Affecting Market Growth
  • Seasonal Now Year-Round
  • Demographic Targeting
  • Updating Product Presentation
  • Packaging to Encourage Repeat Purchases
  • Different Scents for Different Rooms
  • The Marketers
    • Automobile Air Fresheners
    • Home Air Fresheners
    • Potpourri/Sachets
    • Candles

  • Competitive Situation
    • Marketing Trends
    • Product Trends
    • Packaging Trends

  • The Consumer
    • Use of Air Fresheners
    • A Downscale Profile
    • Spray-type Air Fresheners

  • Table 1-3: Demographic Characteristics of Air Freshener Consumers, 2003
    • Consumer Use: Minor Differences Across Product Types
    • Glade: Preferred Brand

Chapter 2: The Products

    • Scope of the Report
    • Products Not Covered
    • Past Innovations In Home Fragrances

  • Product Categories, Forms, Uses
    • Environmental Fragrances
    • Potpourri
    • Scented Oils
    • Scented Candles
    • Sachets
    • Incense
    • Other Product Segments

  • Air Fresheners
    • Home Air Fresheners
    • Automobile Air Fresheners

  • Ingredients
    • Fragrance Formulae
    • Aromatic Gums and Resins
    • Dried Botanicals

  • Table 2-1: Assorted Dried Botanical Ingredients Found in Potpourri
  • Home Fragrance Products And Aromatherapy
  • Table 2-2: Chemicals Used in Home Fragrances and Their Effects on Health

  • Environmental and Government Regulations
    • EPA and Chemicals Used In Home Fragrances
    • Fragrance Industry and The FDA
    • Aromatherapy Captures FDA’s Attention
    • Pollutants From Candles And Incense
    • The Problem of Lead Wicks
    • Incense and Air Pollution

    Chapter 3: The Market
      • Methodology
      • Retail Sales: Difficult To Quantify

    • Market Size and Growth
      • Table 3-1: U.S. Sales of Home Fragrance Products, 1999-2003
      • Candle Sales: Down From Previous Years
      • Air Fresheners Show Promising Growth
      • Table 3-2 U.S. Retail Sales of Home Fragrance Products, 1999-2003
      • Market Composition
      • Figure 3-1: U.S. Retail Shares of Home Fragrance Products by Product Type, 2003

    • Factors Affecting Market Growth
      • Increasing Number Of U.S. Households
      • Figure 3-2: Number of U.S. Households, 1995-2010
      • Spending More Time At Home
      • Product Innovations Generate Excitement
      • Changing Marketing Strategies
      • Layering Fragrances
      • Popular Gift Items
      • Specific Products For Specific Uses

    • Projected Market Growth
      • Figure 3-3: Projected U.S. Sales of Home Fragrance Products, 2003-2008

    • The Marketers
      • Table 3-3: Selected Marketers of Environmental Fragrances
      • Table 3-4 Selected Marketers of Air Fresheners

    • Home Air Fresheners: Marketers And Brand Shares
      • SC Johnson & Son Inc.: Market Leader
      • Glade: The Leading Brand
      • Reckitt Benckiser
      • Table 3-5: Marketers and Brand Shares of Home Air Fresheners, 2002-2003
      • Table 3-6: Comparison: Retail Market Share and Rankings of Home Air Fresheners Marketers 1999 and 2003
      • Lysol Neutra Air Surges Ahead
      • Table 3-7: Brand Performance of Home Air Fresheners, 2002-2003

    • Automobile Air Fresheners: Marketers and Brand Shares
      • The Big Little Tree
      • SC Johnson Gaining on the Competition
      • Table 3-8: Marketers and Brand Shares of Automobile Air Fresheners, 2002-2003
      • Figure 3-1: Marketers and Brand Shares of Automobile Air Fresheners, 2003
      • Table 3-9: Comparison: Retail Market Share and Ranking of Marketers of Automobile Air Fresheners 1999 and 2003
      • Glade Leads The Charge
      • Table 3-10: Brand Performance of Automobile Air Fresheners, 2002-2003

    • Potpourri/Sachet Products: Marketers and Brand Shares
        Florasense: The Leading Brand
      • Increased Competition in Potpourri
      • Table 3-11: Marketers and Brand Shares of Potpourri/Sachets, 2002-2003
      • Table 3-12: Comparison: Retail Market Share and Rankings of Potpourri/Sachets Marketers 1999 and 2003
      • Positive Growth Despite Sluggishness
      • Table 3-13: Performance of Potpourri/Sachets Brands, 2003

    • Candles: Marketers and Brand Shares
      • SC Johnson Leads Retail Sales
      • Glade Candle Scents: Major Brand
      • SC Johnson Regains Top Spot
      • Table 3-14: Marketers and Brand Shares of Candles, 2002-2003
      • Table 3-15: Comparison: Retail Market Share and Ranking of Marketers of Candles 1999 and 2003
      • Glade Registers Highest Sales Increase
      • Table 3-16: Performance of Brands of Candles, 2002-2003

    Chapter 4: Competitive Situation

    • Private Label Candles: A Force To Reckon With
    • Mergers and Acquisitions Bring In Big Players
    • Blyth Inc. Acquires Walter Drake & Miles
    • Shell Oil Buys Medo Air Freshener
    • Henkel Takes Over Dial Corp

    .
  • Competitive Profiles
    • Yankee Candle Company
      • Company Profile
      • History 69
      • Ownership Change
      • Main Plank For Growth
      • Sales Growth of 14.3% In 2003
      • Product Line

    • Table 4-1: Yankee Candle Company Candle Types
      • New Products

    • Table 4-2: Yankee Candle Company Recent Product Introductions
      • Multi-pronged Distribution Strategy
      • Retail Operations
      • Wholesale Operation
      • Target Audience
      • Sleek YC Targets Young Urban Consumer

    • SC Johnson & Son Inc.
      • Company Overview
      • Glade Product Line
      • Competition For SC Johnson
      • New Products Doing Well

    • Blyth Inc.
      • Company Overview
      • Blyth’s Mass-market And Prestige Market Brands
      • New Products

    • Table 4-3: Blyth Recent Product Introductions
      • ‘Inorganic’ Growth Pattern
      • Major Distribution Channels

    • Intimate Brands Inc.
      • Company Overview
      • Business Segments
      • Retail Operations
      • Building “The World’s Best Candle”

    • Dial Corp.
      • Company Overview
      • Market Share

    • Table 4-4: Market Shares of Types of Dial Products, 2001-2003
      • Product Line
      • Future of Renuzit
      • Distribution Network

      Reckitt Benckiser Company Overview Home Fragrance Product Line Airwick Nite Light Story
    • American Greetings Corporation
      • Company Overview
      • Business Segments
      • Candles Shine Through
      • Mass-market: Prime Distribution Channel

    • Lancaster Colony Corporation
      • Company Overview
      • Business Segments
      • Declining Candle Sales

    • Shell Oil Products U.S.
      • Company Overview
      • Medo: Market Leader Despite Declining Sales

    • Product Trends
      • Food, Fruit Fragrances Gain In Popularity
      • Table 4-5: Top Fragrances of Home Fragrance Products, 2003- 2004
      • Natural Products Draw Consumers
      • Aromatherapy Products
      • New Trend In Automobile Air Fresheners: Fresh Flavors
      • Products With A Contemporary Look
      • Decorative and Functional
      • Seasonal Products
      • Table 4-6: Selected Auto Air Freshener Product Introductions, 2003-2004
      • Table 4-7 Selected Home Air Freshener Introductions, 2003-2004
      • Table 4-8 Selected New Candle Introductions, 2003-2004
      • Table 4-9 Selected New Essential Oil Introductions, 2003-2004
      • Table 4-10 Selected New Potpourri/Sachet Introductions, 2003-2004
      • Table 4-11 Selected New Incense/Pebbles Introductions, 2003-2004

    • Packaging Trends
      • Positioning Through Innovative Packaging
      • Labels Help Educate Consumers
      • Allowing Consumers To Sample Fragrances

      Chapter 5: Advertising and Promotion

      • Consumer Advertising Expenditures
      • Note on Sources
      • Spending On Glade Almost 63% of Total Industry Ad Dollars
      • Airwick Line Backed By $30 Million In Ad Spend
      • Yankee Candle’s Spending Low At $4.26 Million
      • Renuzit Spending Miniscule
      • Consumer Advertising Positioning
        • Home Fragrances Serve Multiple Functions
        • Popular Gift Choice
        • Awareness of Natural Ingredients’ Benefits
        • Products For Special Occasions, Uses

      • Examples of Consumer Advertising and Promotions
        • SC Johnson & Son Inc.’s ‘Family’ Campaign
        • Print Ads From Yankee Candles
        • Table 5-1: Selected Positioning Statements in New Product Advertising
        • Targeting Mass-market With Discount Coupons
        • Coupon Promotions And FSIs
        • Promotions For Gift Packages
        • Table 5-2: Consumer Promotions for Selected New Product Introductions
        • Using the Web To Advertise and Discount

    Chapter 6: Retail and Distribution

    • Multiple Distribution Methodologies
    • Wholesale
    • Specialty Stores
    • Mass-Market
    • Direct Sales
    • Catalog and Internet Sales
    • Retail Trends
      • Retail Chains Increase Candle Assortments
      • Candles Go Mass-Market
      • Home Fragrance Marketers Bundling Product Offerings
      • Home Decor Companies Have an Edge
      • Discount Stores Favored For Gift Purchases
      • Gift Stores Give Thumbs-up To Candles, Accessories
      • Breakdown of Marketer Sales By Channels
      • Table 6-1: Yankee Candle Co.’s Sales through Various Channels, 2003
      • Table 6-2: Blyth Inc.’s Sales through Various Channels, 2003
      • Car Air Freshener Displays Capture Impulse Buyers
      • Focus On Leading Air Freshener Brands
      • Air Fresheners Displayed With Household Cleaners
      • Mass-Market Displays Reinforce Premium Image
      • Environmental Fragrances: Displayed as Differentiators

    Chapter 7: The Consumer

    • Note On Simmons Survey Data
    • Consumers’ Use of Air Fresheners
    • Figure 7-1: Frequency of Use of Air Fresheners, 2003
    • Table 7-1: Demographic Characteristics Favoring Use of Air Fresheners, 2003
    • Table 7-2: Use of Air Fresheners by Type, 2003
    • Table 7-3: Demographic Profile of Air Freshener Users by Type of Freshener, 2003
    • Table 7-4: Major Indices of Air Freshener Use by Product Type, 2003
    • Spray-type Air Fresheners
    • Plug-in/Electric-type Air Fresheners
    • Candles A Profile from the National Candle Association
    • Figure 7-2: Use of Different Types of Home Air Fresheners by Age
    • Figure 7-3: Use of Different Types of Home Air Fresheners by Ethnic Group
    • Figure 7-4: Use of Different Types of Home Air Fresheners by Region
    • Brand Preference
      • Most Widely Used Brand: Glade
      • Table 7-5 Consumer Use of Air Fresheners by Brand
      • Table 7-6 Demographic Profile of Users of Air Fresheners by Brand
      • Consumer Profile: Glade
      • Table 7-7: Demographic Characteristics Favoring Use of Glade Air Fresheners
      • Consumer Profile: Touch of Scent
      • Table 7-8: Demographic Characteristics Favoring Use of Touch of Scent
      • Consumer Profile: Wizard
      • Table 7-9: Demographic Characteristics Favoring Use of Wizard Air Fresheners
      • Consumer Profile: Renuzit
      • Table 7-10: Demographic Characteristics Favoring Use of Renuzit
      • Consumer Profile: Airwick
      • Table 7-11: Demographic Characteristics Favoring Use of Airwick Air Fresheners

    Appendix: Addresses of Selected Marketers

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