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U.S. Home Fragrance Market: Projected To Near $1.8 Billion By 2001
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May 1, 1997
217 Pages - Pub ID: LA137287
Attention: There is an updated edition available for this report.
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- Executive Summary
- The Products
- Two Product Categories
- The Market
- US Retail Sales Near $14 Billion in 1996
- Table 1-1: US Retail Sales of Home Fragrance Products by Category, 1992-2001 (dollars): Environmental Fragrances, Air Fresheners
- Sales by Product Category: Environmental Fragrance Products Lead
- Environmental Fragrances Slow Down
- Air Fresheners
- US Retail Sales to Approach $15 Billion in 2001
- Mass Market Produces Highest Sales, With Discounters Rising Fast
- Figure 1-1: Share of US Home Fragrance Mass-Market Retail Sales by Outlet, 1996 (percent): Supermarkets, Discounters, Drugstores
- Factors Affecting Market Growth
- The Marketers
- Hundreds of Companies in the Field
- Environmental Fragrance and Air Freshener Market Leaders
- Category Lines Blur as Marketers Increase Offerings
- Current Trends in Products, Color, and Scents
- Scented Candle Sales Catch Fire
- Distribution and Retail
- Mass-Market Sales Grow
- Prestige Outlets
- The Consumer
- Most American Adults Use Air Fresheners
- Air Freshener Users Present Downscale Profile
- Most Environmental Fragrance Purchasers Are Over 35
- Scope and Methodology
- Products Covered
- Report Methodology
The Products
- Scope of Report
- Environmental Fragrance Products and Air Fresheners
- Products Not Covered
- The Sense of Smell and Its Effects
- Sniffing Out Smell
- The Physiology of Smell
- Individual Response to Aroma
- The Character of Scent
- Aromachology: The Science of Smell and Scent
- Scents Can Influence Actions: Ambient Aromas
- Fragrance Can Affect Mood
- Table 2-1: Selected Scents and Their Effects (11 Scents/Effects)
- Pheromones in Human Beings
- Love Is in the Air: Arousing Aromas
- Health Risks from Fragrances
- Table 2-2: Health Risks of the Most Common Chemicals Found in Home Fragrance Products (9 Chemicals/Health Risks)
- Historical Background
- A 9,000 Year History: Ointments and Burnt Offerings
- Incense and Unguents in Daily Use
- Trailing Clouds of Incense
- From Spiritual Purification to Household Fumigation
- Dried Botanicals the Environmental Perfume of the Ages
- Oils the Elixir
- New Scents from the New World
- Fragrance as Business Takes Time to Root in America
- Modern-Day Air Fresheners Offered in Mass Market Since 1940s
- Hippies Bring Environmental Fragrance Up to Snuff
- Product Categories, Forms, and Uses
- Two Product Categories
- Environmental Fragrance Products: Five Main Product Segments
- Air Fresheners
- Two Distribution Classes: Mass and Prestige
- Ingredients
- Products Vary in Ingredient Complexity
- Fragrance Families
- Dried Leaves and Flowers
- Oils
- Aroma Chemicals
- Fixatives
- Air Fresheners Increasingly Contain Counteractants
- Packaging and Labeling
- Product Presentation
- Borrowing an Upscale "Look" to Sell Mass-Market Products
- Labeling
- Environmental and Governmental Regulators
- Regulation Not Yet Standard for Many Home Fragrance Products
- Aerosols Subject to Some Regulation
- State Limits on Volatile Organic Compounds Force Product Reformulation
- Limits on Indoor Pollution in Workplaces
The Market
- Figure 3-1: Estimated US Retail Sales of Home Fragrance Products by Category, 1992-1996 (dollars): Environmental Fragrance Products, Air Fresheners
- Market Size and Growth
- Retail Sales Difficult to Quantify
- Methodology Used to Determine Market Size
- Retail Market Nears $15 Billion
- Market Driven by Environmental Fragrance Sales
- Sales of Environmental Fragrances Rise 5% in 1996
- Air Freshener Sales Slump
- Table 3-1: Estimated US Retail Sales and Growth of Home Fragrance Products by Category, 1992-1996 (dollars):
- Environmental Fragrance Products, Air Fresheners
- Market Composition
- Sales by Product Category: Environmental Fragrance Products Lead
- Table 3-2: Share of US Retail Sales of Home Fragrance Products by Category, 1992-1996 (percent): Environmental Fragrances, Air Fresheners
- Share of Sales by Retail Class
- Figure 3-2: Share of US Sales of Home Fragrance Products by Type of Retail Class, 1994-1996 (percent): Mass Market and Prestige Market
- Sales by Mass-Market Outlet
- Table 3-3: Share of US Mass-Market Sales of Home Fragrance Products by Retail Outlet, 1994 vs 1996 (percent): Supermarkets, Mass Merchandisers, Drugstores
- Discounters Increasingly Important Outlet for Environmental Fragrances
- Supermarkets Lead in Air Freshener Sales
- Average Annual Purchase per Household
- Air Freshener Sales by Region
- Table 3-4: US Regionality of Use: Air Fresheners, 1996 (percent and index): South, Midwest, Northeast, West
- Sales Peak at Year-End Holidays and Mother's Day
- Winter Is Hot Season for Air Freshener Sales
- Factors Affecting Market Growth
- Increased Emphasis on the Home
- Number of Households Increasing
- Market Grows as Consumers Age
- Over-Stressed Consumers Soothe Themselves with Scents
- Baby Boomers Favor Items Reminiscent of Their Youth
- Younger Consumers Buy Into Fads from the '60s
- Aromatherapy Comes of Age
- Alternative Therapies Impact Mainstream Consumer Products
- Natural Products Blow Fresh Air into Market
- Air Fresheners Try to Ride the Natural Wave
- Environmental Products Leave Air Fresheners in the Dust
- Home Decorating to Please the Nose
- Fad-Driven Market Searches for Staying Power
- Personal Care Lines Reach into Home Market
- New Outlets Make Dollars on Scents
- Gift Market Explodes
- Environmental Fragrances Are Affordable Luxuries
- Mood Manipulation Through Scent Is Hot Marketing Tool
- Figure 3-3: Projected US Retail Sales of Home Fragrance Products, 1996-2001 (dollars)
- Projected Market Growth
- Sales of Home Fragrance Products to Near $16 Billion by 2001
- Environmental Fragrance Product Sales to Increase by More Than 20%
- Air Fresheners Will Continue Slow Climb
- Table 3-5: Projected US Retail Sales and Growth of Home Fragrance Products by Category, 1996-2001 (dollars):
- Environmental Fragrance Products, Air Fresheners
The Marketers
- The Marketers
- Hundreds of Companies in Market
- Four Marketer Types: Mass, Prestige, Specialty, and Direct
- Home Fragrance Companies Are Diverse
- Small Environmental Fragrance Marketers Invigorate Market
- Major Environmental Fragrance Competitors Play the Field
- Air Freshener Marketers Strong in Household Cleaners and Personal Care
- Top-Ranked Specialty Retailers and Direct Marketers
- Table 4-1: Selected Marketers of Environmental Fragrance Products (151 Marketers)
- Table 4-2: Selected Marketers of Air Fresheners (73 Marketers)
- Competitive Overview: Overall Market
- Environmental Fragrance Category Increases in Strength and Participants
- Some Companies Compete in Both Mass and Class
- Category Lines Blur as Marketers Increase Offerings
- Adjacent Products Encroach on Market Share
- Pressure on Marketers to Keep Product Introductions Coming
- Wide Product Selection Is Key to Market Share
- Multi-Purpose Products Are the Rage
- Figure 4-1: Estimated Share of US Retail Dollar Sales of Potpourri/ Sachet Products, 1996 (percent): Scentex, Endar Corp, Blyth Industries, Lancaster Colony, Spice Market, Agape Products, Others
- Marketer and Brand Shares: Mass-Market Potpourri/Sachet Products
- Information Resources Is Major Data Source
- Three Companies Claim Over Half of Sales
- Scentex Leads the Pack in Potpourri/Sachet Segment
- Endar Corp Strengthens Hold on Second Place
- Fast-Expanding Blyth Industries Gains Third
- Table 4-3: Estimated Share of US Retail Dollar Sales of Potpourri/Sachet Products, 1995 vs 1996 (percent):
- 13 Marketers and 20 Brands Lancaster Colony Corp Ranks Fourth
- Spice Market Is Fifth
- Competitive Situation: Environmental Fragrance Products
- Silent Market Flourishes Behind the Scenes
- New Players Benefit from Low Entry Costs
- Growing Environmental Fragrances Market Draws a Multitude of Competitors
- Private Labels Continue to Grow
- Environmental Fragrances Are Established Profit-Makers in Mass-Market Outlets
- Saturated Market Likely to Undergo a Shake-Out
- Smaller Marketers Find Retail Niche in Electronic Media
- Scented Candles Have Become Popular Products
- Marketers Reach for Upscale Image
- Competitive Profiles: Environmental Fragrance Marketers
- Blyth Industries, Inc
- The Body Shop International Plc
- Charleston Soap & Candle Company
- Countryside Fragrances, Inc
- Crabtree & Evelyn, Ltd
- The Estée Lauder Companies, Inc
- Gilbertie's Natural Fragrances
- Lancaster Colony Corporation
- The Limited, Inc
- Scentex, Inc
- Tsumura International, Inc
- Figure 4-2: Estimated Share of US Retail Dollar Sales of Home Air Fresheners, 1996 (percent): SC Johnson & Son, Church & Dwight, Reckitt & Colman, Scott's Liquid Gold, Dial Corp, Medo Industries, New Ideas International, Private Label, Others
- Marketer and Brand Shares: Air Fresheners
- Mass-Market Sales Measured
- Three Companies Claim More Than 85% of Sales
- SC Johnson Bolsters Its Lead
- Dial Keeps Second Place with Renuzit
- Minus Airwick, Reckitt & Colman Holds Third Place
- Table 4-4: Estimated Share of US Retail Dollar Sales of Home Air Fresheners, 1995 vs 1996 (percent): 7 Marketers and 18 Brands
- Scott's Liquid Gold Places Fourth
- Private Label
- Sales of Auto Fresheners Speed Along
- Medo Industries Dominates Market
- SC Johnson & Son Stays in Second Place
- Table 4-5: Estimated Share of US Retail Dollar Sales of Auto Air Fresheners, 1995 vs 1996 (percent): Medo Industries, SC Johnson & Son, Car-Freshner Corp, E Davis, Inc, Other
- Car-Freshner Corp Sustains Third Spot
- Competitive Situation: Air Fresheners
- Major Marketers Derive Strength from Cachet in Household Cleaners
- Long-Established Marketers and Brands Head the Market
- Table 4-6: Comparison of Marketer Performance: Home and Auto Air Fresheners, 1990 vs 1996 (percent): SC Johnson & Son, Dial Corp, Medo Industries, Reckitt & Colman, Scott's Liquid Gold, Car-Freshner Corp, New Ideas International, Church & Dwight
- Market Changes Track Via Mergers and Acquisitions
- Marketers Emerge from Other Industries
- New Products Best Way to Improve Market Share
- Growth Maintained by Pushing Scent-of-the-Moment
- Novel Dispensing Technology at Heart of Competition
- Competitive Profiles: Air Freshener Market
- Church & Dwight Company, Inc
- The Dial Corporation
- SC Johnson & Son, Inc
- Medo Industries, Inc
- Reckitt & Colman Plc
- Scott's Liquid Gold, Inc
- Marketing Trends
- Product Innovation and Diversification Are Vital in Consumer-Driven Market
- Market Increasingly Segmented
- Consumer Group Segmentation: A Scent for Every Taste and Budget
- Natural Scents and Healing Aromas Are Most Popular and Successful Niches
- Environmental Fragrance: The Next Best Thing to Mother Nature
- Air Fresheners: A Vacation in a Can
- Seasonal Fragrances Convey a Mood
- Longer-Lived Products
- Novelty Is Key to Success
- Odor Removal New Objective for Air Fresheners
- The Upscale Image: "Air Cologne" vs Air Freshener
- Packaging Used to Upscale Product Image
- Body Care and Perfume Marketers Move into Home Fragrances
- Haute Couturiers Sweep into Home Fragrance Market
- Fragrance Layering as a Lifestyle Statement
- Fragrance Wardrobing: Options for the Well-Dressed Home
- Color an Important Factor in Home Scent Decor
- Scented Candle Sales Catch Fire
- Cross-Category Products: Sprays, Spray Potpourri, Scent Nuggets, and More
- Marketer Targets: The Interior Design Industry and Retailers
- Exclusivity Enhances Demand
- Giftability Makes the Sales
- Competing with Private Labels
- Trends in Auto Fresheners
- New Product Trends
- Riding the All-Natural Wave
- Products Based on Aromatherapy
- In the Mood: Air Fresheners as Mood Enhancers
- Odor-Removing Products
- Current Scent-sations: What's Hot, What's Not
- Products Based on Perfumes
- For Every Holiday, a New Scent or Shape
- Environmentally Friendly, Refillable Products
- Novelty Items
- New Products Introduced by a Wide Array of Companies
- Table 4-7: The US Home Fragrance Market: Selected New Product Introductions and Line Extensions of Environmental Fragrance Products, 1996-1997 (25 Marketers)
- Table 4-8: The US Home Fragrance Market: Selected New Product Introductions and Line Extensions of Air Freshener Products, 1996-1997 (22 Marketers)
- Packaging Trends
- Advertising with Packaging and Image
- Labels Sell by Educating
- Use of Natural and Environmentally-Friendly Packaging Increases
- Pump Sprays Nudge Aerosols
- Clear Packaging: Natural Ingredients Are Their Own Best Ads
- Upscale Packaging: Perfume-Style Bottles, Porcelain and Glass Containers, Luxury Fabrics
- Giftability
- Fragrance Sampling: A Whiff Before Buying
- Consumer Advertising Expenditures
- $36 Million Spent on Advertising in 1995
- Expenditures on Promotions Unmeasured But Significant
- Four Companies Account for Over 97% of Measured Expenditures
- SC Johnson's Ad Spending Up 50%
- Reckitt & Colman Promotes Airwick Until License Agreement
- Car Freshner Corp Is Third-Highest Advertiser
- Dial's Support for Renuzit Slips
- Other Advertisers
- Recent Trend Toward Advertising
- Advertising Positioning: Air Fresheners
- Variety Spices Up Themes and Products
- Fresh Air and "Natural" Fragrances
- Long-Lasting Effects and Long-Lived Products
- Setting a Mood
- Even Your Pets Will Thank You
- Examples of Consumer Advertising
- Advertising Positioning: Environmental Fragrances
- Appealing Products Sell Themselves
- The Natural Appeal
- Light My Fire: The Romance Appeal
- The Relaxation Appeal
- Variety of Choice
- Examples of Consumer Advertising
- Consumer Promotions
- Environmental Fragrance Promotions Educate Consumers
- Air Fresheners Promoted with Coupons and in Free-Standing Inserts
- Discounts, Samples, and Giveaways
- More for the Money
- Examples of Consumer Promotions
- Trade Advertising and Promotions
- Trade Advertising and Promotions Are Abundant
- Retailers Benefit from Point-of-Purchase Promotions and In-Store Displays
- Vendors Display at Trade Shows
- Co-op Advertising Offered by Large Marketers
- Examples of Trade Advertising
Distribution And Retail
- Distribution
- Most Sales Are Direct
- Distributors Used by Smaller Marketers and Retailers
- Sales Direct to the Consumer
- Retail Outlets
- Two Main Types of Outlets
- Mass-Market Outlets
- Limited-Distribution Outlets
- Alternative Outlets
- At the Retail Level: Mass-Market Outlets
- Major Outlet Is Supermarkets
- Discounters Pick Up Share from Supermarkets and Drugstores
- Location an Important Sales Tool
- Space Allotted Varies
- Margins Differ by Product
- Turnover and Inventory
- Major Air Freshener Brands Appear En Masse
- Glade Plug-Ins Sells Best in Mass-Market
- Table 5-1: Best-Selling US Air Freshener Products in Mass-Market Outlets, 1996 (dollars and percent): 15 Products
- Discounters Increasingly Important Outlet for Environmental Fragrances
- Mass-Market Sales Led by Endar Florasense
- Table 5-2: Best-Selling US Potpourri/Sachet Products in Mass-Market Outlets, 1996 (dollars and percent):
- 8 Marketers/Products
- Environmental Fragrance Items Benefit from "Family" Setting
- Merchandising Techniques Snare Customers' Interest
- Big Push to Eliminate Product Redundancy
- Redundant Products Replaced with Store Brands
- Retailers Favor Cross-Category Products
- Pricing
- Mass-Market Advertising and Promotions
- Examples of Mass-Market Advertising and Promotions
- At the Retail Level: Limited-Distribution Outlets
- Major Outlets Are Specialty Boutiques and Gift Shops
- Environmental Fragrance Products Are Favored Category
- Cross-Category Items Included
- Specialty Shops Thrive on Interest in Home Scents
- Gift Shops Elevate Home Fragrances to New Art Form
- Department Stores Join the Crowd
- Space Allotted Has Increased Over the Years
- Brands Favored by Prestige Outlets
- Pricing and Margins
- Location and Display Affect Image and Sales
- Placement in Specialty Shops
- Home Fragrances Found Throughout Gift Shops
- Cross-Merchandising Works for Department Stores
- New Outlets Abound
- Promotions by Limited-Distribution Outlets
The Consumer
- Introduction
- The Simmons Consumer Survey
- Consumer Data Are Limited
- Consumer Use: Air Fresheners
- Most American Adults Use Air Fresheners
- Use Linked to Race
- Other Positive Indicators
- Widespread Use Eliminates Distinctive Indicators
- Resisters
- Factors Favoring Use by Product Form
- Table 6-1: US Demographic Characteristics Favoring Use of Air Fresheners by Product Form (Spray and Solid)
- Resisters
- Upscale Versus Downscale Profiles
- The Architectural Digest Survey of Environmental Fragrance Products
- Methodology
- Two-Thirds of Purchasers Are Over 35
- Incomes Tend to Be High
- Top Three Products Are Potpourri, Scented Candles, and Fragrance Sprays
- Table 6-2: Popularity of Environmental Fragrance Items by Product Type (percent): 12 Product Types
- Aroma Preference and Social Ambiance Are Major Reasons for Use
- Table 6-3: Reasons for Using Home Fragrance Products by Age (percent): From Age 18 to Age 55+ and All Ages/ 9 Reasons for Use
- Awareness of Aromatherapy and Effects of Fragrance
- Table 6-4: Awareness of the Effects of Fragrance (percent): 8 Effects
- Bedrooms See Most Use of Environmental Fragrance Items
- Table 6-5: Home Use of Environmental Fragrance Products by Room (percent): Bedroom, Living Room, Bath, Kitchen, Other
- Department Stores Are Preferred Outlet for Environmental Fragrances
- Table 6-6: Purchase of Environmental Fragrance Products Per Outlet by Total Respondents and Household Income (percent): Limited Distribution Outlets, Mass-Market Outlets, Other Sources
Appendix I: Examples Of Consumer, Trade, And Retail Advertising And Promotions
Appendix II: Addresses Of Selected Marketers
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