Household Fresheners - UK

Household Fresheners - Aspirational fragrance or faking it?

• More than four in ten adults have an air freshener on hand in the bathroom, but there is a strong preference to open the window rather than use air fresheners.
• Households with cats, dogs or caged birds are significantly more likely than average to use household fresheners or scented candles in order to mask unpleasant pet smells.
• 17 million homes use household fresheners although the recession has seen people cut out spend on unnecessary items and household fresheners were used in 300,000 fewer households in 2009 compared to 2007.

ISSUES IN THE MARKET

Key themes

Definition

Abbreviations

MARKET IN BRIEF

Market value and context

Fresheners used in 17 million homes

Scents a way of home improvement

Avoiding embarrassment

INTERNAL MARKET ENVIRONMENT

Key points

ATTITUDES TOWARDS THE HOME AND LIFESTYLES

Figure 1: Lifestyle statements on attitudes towards home and cleaning, by use of air fresheners or scented candles, 2009

Time spent at home

Figure 2: Time spent at home, 2005-09

Figure 3: Time spent at home, by use of air fresheners or scented candles, 2009

Air fresheners not an alternative to cleaning

Figure 4: Time spent on household chores on an average weekday, by use of air fresheners or scented candles, 2009

More bathrooms = less need for fresheners

Figure 5: Number of bathrooms in home, by use of air fresheners or scented candles, 2009

UK car parc impacts demand for car fresheners

Figure 6: Numbers of car sales, registrations and the UK car parc, 2004-08

BROADER MARKET ENVIRONMENT

Key points

DEMOGRAPHIC

Figure 7: Structure of the UK population, by age and gender, 2004-14

Household size

Figure 8: Trends in UK household size, 2004-14

Building design

Figure 9: Number of living rooms (including dining rooms) in home, 2005-09

Safety

Product stewardship programme

Cost of raw materials

COMPETITIVE CONTEXT

Key points

FRESHENERS ARE A LEADING CATEGORY FOR LAUNCHES

Figure 10: Household fresheners as a percentage of household product launches, by category, 2006-09

Essential items more highly-valued

Figure 11: Household products market, by category, 2009 (est)

Concern over chemicals

STRENGTHS AND WEAKNESSES

Strengths

Weaknesses

MARKET SIZE AND FORECAST

Key points

SLIDING SALES

Figure 12: UK value sales of household fresheners, 2004-14

FUTURE OF THE MARKET

SEGMENT PERFORMANCE

Key points

HOUSEHOLD DOMINATES FRAGRANCE MARKET

Figure 13: UK retail value sales of household fresheners, by sector, 2007-09

Plug-ins = main supply

MARKET SHARE

Key points

PRICE PROMOTIONS HAMPER GROWTH FOR MARKET LEADERS

Figure 14: UK retail value sales of household fresheners, by manufacturer, 2007-09

Febreze still the fresh face in a stale market

COMPANIES AND PRODUCTS

Figure 15: Leading companies in the air fresheners market and their brands

Reckitt Benckiser

SC Johnson

Sara Lee

Procter & Gamble UK

OTHERS

Cadum & Iba

Holt Lloyd

MS George

Saxon Industries

BRAND COMMUNICATION AND PROMOTION

Key points

ADSPEND GOING STALE

Figure 16: Topline adspend on air fresheners (excluding car fresheners), 2005-09

New budgets, new media

Figure 17: Topline adspend on air fresheners (excluding car fresheners), by media type, 2005-09

Leading advertisers

Figure 18: Above-the-line advertising expenditure on household fresheners (excluding car fresheners), by company, 2005-09

Little correlation between NPD and adspend

Figure 19: Topline adspend and launch activity on household fresheners, by average monthly percentage, Jan 2006-Dec 2009

CHANNELS TO MARKET

Key points

GROCERS MAINTAIN DOMINANCE

Figure 20: Retail distribution of household fresheners, 2007-09

Pamper factor helps health and beauty channels

THE EUROPEAN CONSUMER

Key points

USAGE AND FREQUENCY BY COUNTRY

Figure 21: Penetration and frequency of using air fresheners, scented candles and fabric fresheners, by country, 2008

Type of air freshener used

Figure 22: Penetration of air fresheners, scented candles and fabric fresheners, by country, by type, 2008

CONSUMER USAGE AND FREQUENCY

Key points

FREQUENCY OF USE

Figure 23: Trends in frequency of using air fresheners and scented candles, 2007-09

Users going off air fresheners

Scented candles hold greater appeal amongst women

Household size drives use of air fresheners

Figure 24: Use of air freshener or scented candles by volume importance index of households, by size, 2009

Type of household fresheners used

Figure 25: Trends in type of household freshener used, 2005-09

Just not clicking with click sprays

Scented candles: All burned out?

Natural growth for alternatives

LIFESTYLE HABITS IMPACTING ON USE OF HOUSEHOLD FRESHENERS

Key points

CONSUMER LIFESTYLES

Food preparation

Figure 26: Trends in food consumption and preparation, 2004-09

The presence of pets

Figure 27: Trends in household pet ownership in GB, by use of air fresheners or scented candles, 2009

Smokers

Figure 28: Smoking habits, by use of air fresheners or scented candles, 2009

The impact of lifestyle

Figure 29: Selected lifestyle factors that affect use of household fresheners, May 2009

REPERTOIRE OF LIFESTYLES

Figure 30: Repertoire of lifestyle habits that affect use of household fresheners, May 2009

APPENDIX

ACORN

Advertising data

APPENDIX - INTERNAL MARKET ENVIRONMENT

TIME SPENT AT HOME

Figure 31: Time spent at home, by demographics, 2009

TIME SPENT ON HOUSEHOLD CHORES

Figure 32: Time spent on household chores on an average weekday, by demographics 2009

Figure 33: Time spent on household chores on an average weekday, 2009

NUMBER OF BATHROOMS

Figure 34: Number of bathrooms in home, by demographics, 2009

PET OWNERSHIP

Figure 35: Household pet ownership in GB, by demographics, 2009

FOOD PREPARATION

Figure 36: Food consumption and preparation, by demographics, 2009

SMOKERS

Figure 37: Smoking habits, by demographics, 2009

APPENDIX - BROADER MARKET ENVIRONMENT

NUMBER OF LIVING ROOMS

Figure 38: Number of living rooms (including dining rooms) in home, by demographics, 2009

Figure 39: Number of living rooms (including dining rooms) in home, by use of air fresheners or scented candles, 2009

APPENDIX - CONSUMER USAGE AND FREQUENCY

Figure 40: Usage of air fresheners, and scented candles, by demographics, 2009

ANY AIR FRESHENER OR SCENTED CANDLE

Figure 41: Frequency of usage of air freshener or scented candles, by demographics, 2009

AIR FRESHENER

Figure 42: Frequency of usage of air freshener, by demographics, 2009

SCENTED CANDLES

Figure 43: Frequency of usage of scented candles, by demographics, 2009

APPENDIX - LIFESTYLE HABITS IMPACTING ON USE OF HOUSEHOLD FRESHENERS

Figure 44: Selected lifestyle factors that affect use of household fresheners, May 2009

Figure 45: Selected lifestyle factors that affect positive or negative attitudes towards household fresheners, May 2009

APPENDIX: RESEARCH METHODOLOGY