Home Fragrance Products in the U.S.: Air Fresheners, Candles and Specialty Products, 6th Edition

 
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Published Apr 1, 2008 | 162 Pages | Pub ID: LA1600725

The market for home fragrance products in the United States has shifted over the last several years with mass-market air freshener diffusers growing at the expense of other product forms. Candles, which account for nearly half of the total market, have been impacted in particular by consumers’ desire for technology “gadgets” like diffusers. The greatest impact on the competitive structure of the market has been driven by the entrance of Procter & Gamble into the category. Leveraging its successful Febreze fabric refresher brand into air fresheners and candles, P&G has risen to become the third largest mass market player in just three years. P&G’s success has disrupted the mass market landscape, and threatened traditional leaders SC Johnson and Reckitt Benckiser.

This updated Packaged Facts report examines the trends impacting the market, from technology innovations to the growth of the air neutralization segment. It analyzes consumers’ desire for multiple product forms throughout their homes, and reasons driving use of each form. The report looks at the dynamics specific to mass and specialty retailing - which is growing, who is performing best, what is selling through each channel. The report also provides discussions of leading and interesting players in each channel including Procter & Gamble, SC Johnson, Reckitt Benckiser, Dial Corp., Yankee Candle and Method, a new upscale entrant in the mass market.

Report Methodology
The information contained in this report was obtained from both primary and secondary research. Primary research entailed consultation with industry participants and on-site examination of retailing channels. Secondary research entailed data-gathering from myriad business sources, including Information Resources, Inc.’s (IRI) InfoScan Review; trade publications and newsletters; articles in consumer business newspapers and magazines; government data; information from industry and non-governmental associations, annual reports, 10Ks, and other financial releases from public companies; and other reports by Packaged Facts. Information on new product introductions is derived from reports in the trade press and online, as well as detailed data from Datamonitor’s Productscan Online service. Analysis of consumer attitudes and demographics primarily derives from the Simmons Market Research Bureau (New York, NY) Spring 2007 full-year (May 2006-June 2007) adult consumer survey, which is based on 25,375 respondents age 18 or over.

How You Will Benefit from this Report
If you are in the home fragrance market or looking to enter, or if you’re a supplier, retailer, or analyst this report is invaluable as it provides a comprehensive package of information and insight about market, product, consumer, and retail trends. You will gain a thorough understanding of the current market for home fragrance products, as well as projected markets and trends through 2012.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans.
  • Research and development professionals stay on top of competitor initiatives and explore demand for home fragrance products.
  • Advertising agencies to develop messages and images that compel consumers to purchase home fragrances.
  • 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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        •   U.S. Sales of Home Fragrance Products, 2003-2007

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        •   U.S. Retail Sales of Home Fragrance Products, 2003-2007

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        •   U.S. Retail Sales of Home Fragrance Products by Retail Channel, 2003-2007

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        •   Procter & Gamble U.S. Mass Retail Sales of Home Fragrance Products, 2003-2007

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        •   Average prices of Mass Home Fragrance Products, 2003-2007

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        •   U.S. Mass Retail Sales of Select Active Diffuser Products, 2003-2007
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        •   U.S. Mass Retail Sales of Select Odor Elimination Air Fresheners, 2003-2007

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        •   Number of U.S. Households, 2000-2007
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        •   Median square feet of floor area, new one family houses 1985-2005
        •   Number of bathrooms in new one family houses 1990-2006 % distribution
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      •   Projected U.S. Sales of Home Fragrance Products, 2007-2012

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      •   Leading Marketers, U.S. Overall Market Home Fragrances, 2007
      •   Leading Marketers, U.S. Mass Retail Sales of Home Air Fresheners, 2003-2007
      •   Market Shares of Leading Marketers, U.S. Mass Retail Sales of Home Air Fresheners, 2004-2007
      •   Market Shares of Leading Marketers, U.S. Mass Retail Sales of Home Air Fresheners, 2004-2007
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        •   Reported New Deodorizers & Air Fresheners, 2004-2007

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        •   U.S. Retail Sales of Home Fragrance Products by Retail Channel, 2007
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    • $244.00 Included
      •   Number of air fresheners used*
      •   Air Freshener Product Form*
      •   Demographic Characteristics of Air Freshener Users

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        •   Air Freshener Brand Usage 2005-2007
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        •   U.S. Sales of Home Fragrance Products, 2003-2007
        •   U.S. Mass Retail Sales of Home Fragrance Products, 2003-2007
        •   U.S. Mass Retail Sales of Home Fragrance Products, Household Cleaners and Laundry Products 2007

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        •   U.S. Mass Retail Unit Sales of Home Fragrance Products, 2003-2007

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        •   U.S. Mass Retail Sales of Candles, $ millions

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        •   U.S. Retail Sales of Home Fragrance Products, 2003-2007

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        •   U.S. Retail Sales of Home Fragrance Products by Retail Channel, 2003-2007

    • $1,028.00 Included

      • $93.00 Included
        •   Procter & Gamble U.S. Mass Retail Sales of Home Fragrance Products, 2003-2007

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        •   Total and Average Retail Prices of Mass Home Fragrance Products, 2003-2007
        •   Retail Prices of Select Home Fragrance Products, 2008

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        •   U.S. Mass Retail Sales of Select Active Diffuser Products, 2003-2007
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        •   U.S. Mass Retail Sales of Select Odor Elimination Air Fresheners, 2003-2007
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        •   Number of U.S. Households, 2000-2007

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        •   Percent of Home Ownership
        •   Annual Existing Home Sales 2002-2007
        •   Annual New Home Sales/Median Annual Sales Price 1995-2006

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        •   Median square feet of floor area, new one family houses 1985-2005
        •   Number of bathrooms in new one family houses 1990-2006 % distribution
        •   Presence of Central Air-Conditioning in New One-Family Houses 1990-2006 % distribution

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        •   U.S. Average Annual Consumer Expenditures, 2005
        •   Annual Home Remodeling Expenditures 1995-2005 - $ millions
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        •   Personal Income and Its Disposition - 2000-2005 ($ billions)
        •   U.S. Quarterly Personal Consumption Expenditures and Gross Domestic Product, 2005-2007 (in billion $)

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        •   Producer Price Index (PPI) of Crude Petroleum, 2004-2008
        •   Producer Price Index (PPI) of Plastics Material & Resins Manufacturing, 2003-2008
        •   Producer Price Index (PPI) of Metals and metal products, 2004-2008

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      •   Projected U.S. Sales of Home Fragrance Products, 2007-2012
      •   Number of U.S. Households, 2007-2010

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    •   Leading Marketers, U.S. Overall Market Home Fragrances, 2007
    •   Leading Marketers, U.S. Mass Retail Sales of Home Air Fresheners, 2003-2007
    •   Market Shares of Leading Marketers, U.S. Mass Retail Sales of Home Air Fresheners, 2004-2007
    •   Market Shares of Leading Marketers, U.S. Mass Retail Sales of Home Air Fresheners, 2004-2007
    •   Leading Marketers, U.S. Mass Retail Sales of Candles, 2003-2007
    •   Leading Marketers, U.S. Mass Retail Sales of Candles, 2006-2007
    •   Market Shares of Leading Marketers, U.S. Mass Retail Sales of Candles, 2003-2007

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        •   SC Johnson & Son Inc.
        •   SC Johnson's Sales of Home Air Fresheners, 2003-2007
        •   SC Johnson's Sales of Automobile Air Fresheners, 2003-2007
        •   SC Johnson Home Fragrance Line
        •   Consumer Use of Air Freshener Brands, 2005-2007

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      •   Reckitt Benckiser
      •   Reckitt Benckiser's Sales of Home Air Fresheners, 2003-2007
      •   Reckitt Benckiser Home Fragrance Line

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      •   Procter & Gamble
      •   Procter & Gamble's Sales of Home Fragrance Products 2003-2007
      •   Procter & Gamble's Home Fragrance Line

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      •   Henkel (The Dial Corporation)
      •   Dial's Sales of Home Air Fresheners, 2003-2007
      •   Dial Home Fragrance Line

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      •   Yankee Candle Company
      •   Yankee Candle Company Home Fragrance Line

    • $311.00 Included
      •   Blyth Inc.
      •   Blyth Home Fragrance Line

    • $261.00 Included
      •   Limited Brands Inc.
      •   Limited Brands Home Fragrance Line

    • $366.00 Included
      •   Lancaster Colony Corporation
      •   Candle-lite Home Fragrance Line

    • $343.00 Included
      •   Method
      •   Method Home Fragrance Line

  • $2,406.00 Included

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        •   Coupons for Selected Home Fragrance Products
        •   Feature Retail Deals for Selected Home Fragrance Products
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        •   Reported New Deodorizers & Air Fresheners, 2004-2007
        •   U.S. Mass Retail Sales of Select Active Diffuser Products, 2003-2007
        •   U.S. Mass Retail Sales of Select Odor Elimination Air Fresheners, 2003-2007
        •   Package Claims of Home Fragrance Products, 2004-2007
        •   Top Fragrances of Home Fragrance Products, 2004-2007
        •   Selected Home Fragrance Product Introductions

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        •   U.S. Retail Sales of Home Fragrance Products by Retail Channel, 2007
        •   U.S. Mass Retail Sales of Home Fragrance Products, 2003-2007
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  • $1,347.00 Included
    •   Number of air fresheners used*
    •   Air Freshener Product Form*
    •   Demographic Characteristics of Air Freshener Users
    •   Indexed Demographic Characteristics by Form
    •   Demographic Characteristics by usage

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      •   Air Freshener Brand Usage 2005-2007
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      • $142.00 Included
        •   Demographic Characteristics of Leading Brands

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        •   Psychographic Profile of Users of Air Fresheners by Product Form
        •   Psychographic Profile of Users of Air Fresheners by Number of Products Used in last 6 months
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