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Home Fragrance: Air Care in the US Market

By: Euromonitor International
Posted: November 12, 2008, from the November 2008 issue of P&F magazine.

Air fresheners help maintain a pleasant household scent without necessitating extensive cleaning. Others use air fresheners to create ambiance, to set the mood or to relax after a long day. Pet owners are key purchasers of air fresheners in the United States. Increased rates of pet ownership (and its accompanying odors) necessitate air freshening in many homes. Tweens (8–12 years old) and teenagers are increasingly being targeted by air care manufacturers. S.C. Johnson & Son, Inc. was the first to target this young consumer group with its Glade Plug-Ins Scented Oil Light Show, giving them the ability to change fragrance and colors.

Sales Recap

Standard spray/aerosol air fresheners were the fastest growing category in 2007, with 9% current value growth to reach sales of $471 million. This growth was due to the summer 2007 launch of Reckitt Benckiser’s Air Wick Freshmatic Mini, a smaller, more attractive version of the Air Wick Freshmatic. Like the original, the Mini version can be set to spray a burst of fragrance every seven and a half minutes, 15 minutes or 30 minutes. Unlike the original, the Mini’s small size and sculptural look allow it to blend into more rooms, such as bathrooms. While sprays/aerosols have been around for years, manufacturers are introducing more innovative varieties that offer better fragrance. Procter & Gamble Co.’s Febreze Air Effects has done well since its 2004 launch by claiming to eliminate odor instead of just covering it up, and by supporting the product with extensive advertising and a constant array of new fragrances. The Dial Corp.’s early 2007 addition of Renuzit Subtle Effects also helped boost sales of spray/aerosol air fresheners. Renuzit Subtle Effects offers the look of an upscale air freshener with its sleek, brushed aluminum containers at a mass-market price.

Candle air fresheners experienced a sales decline of 5% in 2007, after an increase of 23% in 2006. Retail sales of candle air fresheners reached $331 million in 2007. The double-digit growth of 2006 was driven by S.C. Johnson’s Glade Scented Oil Candles. The company created a lot of consumer excitement when it introduced the new scented oil-in-a-candle concept in 2005. The candle melts completely into a pool of scented oil and fills the room with fragrance. The company continued to support the brand in 2006, adding a new trio variety. Candle air fresheners are popular with consumers because they offer sensorial and aesthetic benefits—air freshening and beautiful colors—to complement a room’s decor.

Furthermore, car air fresheners registered a growth of 2% in 2007 to reach sales of $286 million. Consumer movement to more premium formats such as Glade Car Scented Oil and Renuzit Car led to value growth, while volume sales grew by less than 1% in 2007. Continued demand for Renuzit LongLast Adjustables helped growth in gel air fresheners to reach 4% in 2007.

Other topics discussed: Decreasing Sales; Safety is key; Absence of innovation; Aromatic avoidance; Prospects; Fresh air forecast; On the rise; Climbing Competition

This is only an excerpt of the full article that appeared in P&F Magazine. The full content is not currently available online.