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

Published: April 1, 2008 - 162 Pages

Table of Contents

  • Executive Summary
    • Scope and Methodology
      • Methodology
      • Market Definition
    • Market Size and Growth
      • Historical sales trends
        • Table U.S. Sales of Home Fragrance Products, 2003-2007
      • Market composition by product category
        • Table U.S. Retail Sales of Home Fragrance Products, 2003-2007
      • Market composition by retail channel
        • Table U.S. Retail Sales of Home Fragrance Products by Retail Channel, 2003-2007
    • Factors Affecting Market Growth
      • Procter & Gamble enters the mass market
        • Table Procter & Gamble U.S. Mass Retail Sales of Home Fragrance Products, 2003-2007
      • Higher priced products drive growth
        • Table Average prices of Mass Home Fragrance Products, 2003-2007
      • Diffusers transform market
        • Table U.S. Mass Retail Sales of Select Active Diffuser Products, 2003-2007
      • Innovation drives growth
      • New odor elimination products revive room sprays
        • Table U.S. Mass Retail Sales of Select Odor Elimination Air Fresheners, 2003-2007
      • Increasing number of households
        • Table Number of U.S. Households, 2000-2007
      • The Housing Boom
      • Larger homes require more fragrance products
        • Table Median square feet of floor area, new one family houses 1985-2005
        • Table Number of bathrooms in new one family houses 1990-2006 % distribution
      • Investing in the home
      • The Multi-tasking home
      • Raw material prices impact manufacturers
    • Projected Market Growth
      • Table Projected U.S. Sales of Home Fragrance Products, 2007-2012
    • The Marketers
      • Table Leading Marketers, U.S. Overall Market Home Fragrances, 2007
      • Table Leading Marketers, U.S. Mass Retail Sales of Home Air Fresheners, 2003-2007
      • Table Market Shares of Leading Marketers, U.S. Mass Retail Sales of Home Air Fresheners, 2004-2007
      • Table Market Shares of Leading Marketers, U.S. Mass Retail Sales of Home Air Fresheners, 2004-2007
      • Private label a major factor in candle category
      • Mergers, Acquisitions, Divestitures
    • Marketing and New Product Trends
      • Marketing practices and trends
      • Advertising and promotion practices and trends
      • Unmeasured media spending on the rise
      • Product Trends
        • Table Reported New Deodorizers & Air Fresheners, 2004-2007
    • Distribution and Sales
      • Distribution Channels
      • Market composition by retail channel
        • Table U.S. Retail Sales of Home Fragrance Products by Retail Channel, 2007
      • Home fragrance strategy varies by retail channel
    • The Consumer
      • Table Number of air fresheners used*
      • Table Air Freshener Product Form*
      • Table Demographic Characteristics of Air Freshener Users
      • Glade still most used but Febreze catches up
        • Table Air Freshener Brand Usage 2005-2007
      • Women buy most candles; purchase driven by fragrance
  • Market Size and Growth
    • Scope of the Report
      • Methodology
      • Market Definition
      • Industry Regulations
      • Historical Sales Trends
        • Table U.S. Sales of Home Fragrance Products, 2003-2007
        • Table U.S. Mass Retail Sales of Home Fragrance Products, 2003-2007
        • Table U.S. Mass Retail Sales of Home Fragrance Products, Household Cleaners and Laundry Products 2007
      • Unit Sales
        • Table U.S. Mass Retail Unit Sales of Home Fragrance Products, 2003-2007
      • Seasonality
        • Table U.S. Mass Retail Sales of Candles, $ millions
      • Market composition by product category
        • Table U.S. Retail Sales of Home Fragrance Products, 2003-2007
      • Market composition by retail channel
        • Table U.S. Retail Sales of Home Fragrance Products by Retail Channel, 2003-2007
    • Factors Affecting Market Growth
      • Procter & Gamble enters the mass market
        • Table Procter & Gamble U.S. Mass Retail Sales of Home Fragrance Products, 2003-2007
      • Higher priced products drive growth
        • Table Total and Average Retail Prices of Mass Home Fragrance Products, 2003-2007
        • Table Retail Prices of Select Home Fragrance Products, 2008
      • Diffusers transform market
        • Table U.S. Mass Retail Sales of Select Active Diffuser Products, 2003-2007
      • Innovation drives growth
      • New odor elimination products revive room sprays
        • Table U.S. Mass Retail Sales of Select Odor Elimination Air Fresheners, 2003-2007
      • Home fragrance products make great gifts
      • Increasing number of households
        • Table Number of U.S. Households, 2000-2007
      • The Housing Boom
        • Table Percent of Home Ownership
        • Table Annual Existing Home Sales 2002-2007
        • Table Annual New Home Sales/Median Annual Sales Price 1995-2006
      • Larger homes require more fragrance products
        • Table Median square feet of floor area, new one family houses 1985-2005
        • Table Number of bathrooms in new one family houses 1990-2006 % distribution
        • Table Presence of Central Air-Conditioning in New One-Family Houses 1990-2006 % distribution
      • Investing in the Home
        • Table U.S. Average Annual Consumer Expenditures, 2005
        • Table Annual Home Remodeling Expenditures 1995-2005 - $ millions
      • The Multi-tasking Home
      • Big Spenders
        • Table Personal Income and Its Disposition - 2000-2005 ($ billions)
        • Table U.S. Quarterly Personal Consumption Expenditures and Gross Domestic Product, 2005-2007 (in billion $)
      • Raw Material Prices Impact Manufacturers
        • Table Producer Price Index (PPI) of Crude Petroleum, 2004-2008
        • Table Producer Price Index (PPI) of Plastics Material & Resins Manufacturing, 2003-2008
        • Table Producer Price Index (PPI) of Metals and metal products, 2004-2008
    • Projected Market Growth
      • Table Projected U.S. Sales of Home Fragrance Products, 2007-2012
      • Table Number of U.S. Households, 2007-2010
  • The Marketers
    • Table Leading Marketers, U.S. Overall Market Home Fragrances, 2007
    • Table Leading Marketers, U.S. Mass Retail Sales of Home Air Fresheners, 2003-2007
    • Table Market Shares of Leading Marketers, U.S. Mass Retail Sales of Home Air Fresheners, 2004-2007
    • Table Market Shares of Leading Marketers, U.S. Mass Retail Sales of Home Air Fresheners, 2004-2007
    • Table Leading Marketers, U.S. Mass Retail Sales of Candles, 2003-2007
    • Table Leading Marketers, U.S. Mass Retail Sales of Candles, 2006-2007
    • Table 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.
        • Table SC Johnson & Son Inc.
        • Table SC Johnson's Sales of Home Air Fresheners, 2003-2007
        • Table SC Johnson's Sales of Automobile Air Fresheners, 2003-2007
        • Table SC Johnson Home Fragrance Line
        • Table Consumer Use of Air Freshener Brands, 2005-2007
    • Reckitt Benckiser
      • Table Reckitt Benckiser
      • Table Reckitt Benckiser's Sales of Home Air Fresheners, 2003-2007
      • Table Reckitt Benckiser Home Fragrance Line
    • Procter & Gamble
      • Table Procter & Gamble
      • Table Procter & Gamble's Sales of Home Fragrance Products 2003-2007
      • Table Procter & Gamble's Home Fragrance Line
    • Henkel (The Dial Corporation)
      • Table Henkel (The Dial Corporation)
      • Table Dial's Sales of Home Air Fresheners, 2003-2007
      • Table Dial Home Fragrance Line
    • Yankee Candle Company
      • Table Yankee Candle Company
      • Table Yankee Candle Company Home Fragrance Line
    • Blyth Inc.
      • Table Blyth Inc.
      • Table Blyth Home Fragrance Line
    • Limited Brands Inc.
      • Table Limited Brands Inc.
      • Table Limited Brands Home Fragrance Line
    • Lancaster Colony Corporation
      • Table Lancaster Colony Corporation
      • Table Candle-lite Home Fragrance Line
    • Method
      • Table Method
      • Table Method Home Fragrance Line
  • Marketing and New Product Trends
    • Marketing practices and trends
      • Advertising and promotion practices and trends
        • Table Coupons for Selected Home Fragrance Products
        • Table Feature Retail Deals for Selected Home Fragrance Products
      • Unmeasured media spending on the rise
      • Product Trends
        • Table Reported New Deodorizers & Air Fresheners, 2004-2007
        • Table U.S. Mass Retail Sales of Select Active Diffuser Products, 2003-2007
        • Table U.S. Mass Retail Sales of Select Odor Elimination Air Fresheners, 2003-2007
        • Table Package Claims of Home Fragrance Products, 2004-2007
        • Table Top Fragrances of Home Fragrance Products, 2004-2007
        • Table Selected Home Fragrance Product Introductions
  • Distribution and Sales
    • Distribution Channels
      • Market composition by retail channel
        • Table U.S. Retail Sales of Home Fragrance Products by Retail Channel, 2007
        • Table U.S. Mass Retail Sales of Home Fragrance Products, 2003-2007
      • Home fragrance strategy varies by retail channel
      • Key retailers and direct sellers
  • The Consumer
    • Table Number of air fresheners used*
    • Table Air Freshener Product Form*
    • Table Demographic Characteristics of Air Freshener Users
    • Table Indexed Demographic Characteristics by Form
    • Table Demographic Characteristics by usage
    • Glade Still Most Used but Febreze Catches Up
      • Table Air Freshener Brand Usage 2005-2007
      • Glade
      • Febreze
      • Airwick
      • Renuzit
      • Oust
        • Table Demographic Characteristics of Leading Brands
      • Psychographics
        • Table Psychographic Profile of Users of Air Fresheners by Product Form
        • Table 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

Abstract

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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