The U.S. Market for Home Fragrance Products, 4th Edition

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Published Jul 1, 2004 | 172 Pages | Pub ID: LA967620

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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 spurred the U.S. home fragrance market. Even as growth in the once-explosive candle segment slows, new offerings in air fresheners and environmental fragrances, such as products designed to mask pet odors, are picking up the slack. This new Packaged Facts report, the 4th edition, 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. Also featured: IRI share data; Simmons demographic data; and competitive profiles of major players in the field.

Report Methodology
The information in The U.S. Market for Home Fragrance Products is based on both primary and secondary research. Primary research involved on-site examination of the retail milieu, interviews with marketing, public relations and industry analysts within the home care market and consultants to the industry. Secondary research entailed data-gathering from relevant trade, business, and government sources, including company literature. Packaged Facts has derived mass merchandiser sales figures from Information Resources, Inc. (IRI) InfoScan sales-tracking data. Figures provided on national consumer advertising expenditures are based primarily on data (copyright 2003) compiled by CMR/TNS Media Intelligence U.S., the leading provider of strategic advertising and marketing communications intelligence. New product information is gathered via literature research, personal interviews and data compiled by ProductScan, a service of Marketing Intelligence Service Ltd.

The report also documents market size and composition, marketing and retail trends, and the role of the Internet, and up-to-date profiles of key consumer demographics based on Simmons Market Research Bureau data for Fall 2003.

What You’ll Get in this Report
The U.S. Market for Home Fragrance Products makes important predictions and recommendations regarding the future of this market, and pinpoints ways current and prospective marketers can capitalize on current trends and spearhead new ones. No other market research report provides both the comprehensive analysis and extensive data that The U.S. Market for Home Fragrance Products offers. The report addresses the following segments:

  • The Market (including market size and composition, and projected market growth)
  • The Marketers (including discussions of specific marketer brand and market shares)
  • Competitive Profiles (of the mainstream personal care marketers, specialists and up-and-coming niche players, and analyses of the products they market)
  • Retail Strategies (including mass marketers, supermarkets stores and drug stores)
  • The Consumer (who’s buying what, and where)
  • The Products
  • Trends and Opportunities

Plus, you’ll benefit from extensive data, presented in easy-to-read and practical charts, tables and graphs.

How You Will Benefit from this Report
If your company is already competing in the home fragrance market, or is considering making the leap, you will find this report invaluable, as it provides a comprehensive package of information and insight not offered in any other single source. You will gain a thorough understanding of the current market for home fragrance products, as well as projected sales and trends through 2008. Contributing to that understanding will be a complete analysis of sales data from IRI and other published and trade sources, a detailed discussion of the consumer for home fragrance products based on Simmons data.

This report will help:

  • Marketing Managers identify market opportunities and develop targeted promotion plans for home fragrance products
  • Research and development professionals stay on top of competitor initiatives and explore demand for products in the home care arena.
  • Advertising agencies working with clients in the home care industry understand the product buyer to develop messages and images that compel consumers to purchase these products.
  • 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.

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