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AIR CARE - UK - JULY 2018

Published By :

Mintel

Published Date : Jul 2018

Category :

Equipment

No. of Pages : N/A

More people than ever are using air care products, with the category benefiting from meeting both emotional and functional needs. However, concerns over the content of standard fresheners look to have encouraged some consumers to re-evaluate their product choices. Innovation is continuing to rise, ensuring the category remains fresh and appealing. The success of the escalating activity from Yankee Candle in particular is setting a new benchmark in terms of NPD and brand promotion.

Table of contents
OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
Value sales gain momentum
Figure 1: Best- and worst-case forecast of UK retail value sales of air care products, 2013-23
Companies and brands
Category NPD continues to rise
Figure 2: New product development in the air care products category, by sub-category, January 2015-May 2018
Yankee Candle goes from strength to strength in non-electric
Figure 3: Brand shares in UK value sales of continuous non-electric air fresheners*, year to May 2018
Brands struggle in continuous electric
Figure 4: Brand shares in UK value sales of continuous electric air fresheners, year to May 2018
Air Wick flourishes in manual air fresheners
Figure 5: Brand shares in UK value sales of manual air fresheners, year to May 2018
The consumer
Penetration of air care products rises
Figure 6: Usage of air care products in the last 12 months, March 2017 and May 2018
A functional category
Figure 7: Reasons for using air care products, May 2018
A need to wind down
Figure 8: Mood-enhancing effects looked for in air care products, May 2018
High potential for experimentation, but challenges remain
Figure 9: Behaviours around buying air care products, May 2018
Two in five more concerned about indoor pollution
Figure 10: Changes in usage of air care products in the last 12 months, May 2018
63% want greater transparency
Figure 11: Attitudes towards air care products, May 2018
What we think
ISSUES AND INSIGHTS
Learning from Yankee Candle
The facts
The implications
Increasing the health profile of air care
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Value sales gain momentum
Car air fresheners see a boost
Grocery multiples a ‘go to’ for buyers
Number of households continues to rise
Parental concerns over household chemicals
MARKET SIZE AND FORECAST
Value sales gain momentum
Figure 12: UK retail value sales and forecast of air care products, at current and constant prices, 2013-23
Steady growth expected to 2023
Figure 13: Best- and worst-case forecast of UK retail value sales of air care products, 2013-23
Forecast methodology
MARKET SEGMENTATION
Continuous non-electric fresheners continue to steal the show
Figure 14: UK retail value sales of air care products, by segment, 2016-18 (est)
Car air fresheners see a boost
CHANNELS TO MARKET
Grocery multiples continue to take lion’s share of value sales
Figure 15: UK retail value sales of air care products, by outlet type, 2016-18 (est)
MARKET DRIVERS
Number of households continues to rise
Figure 16: UK households, by size, 2012-22
Financial confidence improves
Figure 17: Trends in how respondents would describe their current financial situation, February 2010-May 2018
Figure 18: Trends in consumer sentiment for the coming year, February 2010-May 2018
Experience of stress almost universal
Figure 19: Causes of stress over last 12 months, February 2018
Parental concerns over household chemicals
Figure 20: Behaviours around children’s health, November 2017
UK taken to court over air pollution levels
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Yankee Candle goes from strength to strength in non-electric
Category NPD continues to rise
A growing focus on the environment
Fruity scents dominate in 2017
Advertising spend falls against NPD
MARKET SHARE
Yankee Candle goes from strength to strength in non-electric…
Figure 21: Brand shares in value sales of continuous non-electric air fresheners*, years ending May 2017 and 2018
…and its emotional focus has helped build differentiation
Figure 22: Yankee Candle personalised candles, June 2018
Brands struggle in continuous electric
Figure 23: Brand shares in value sales of continuous electric air fresheners, years ending May 2017 and 2018
Air Wick flourishes in manual air fresheners
Figure 24: Brand shares in value sales of manual air fresheners, years ending May 2017 and 2018
LAUNCH ACTIVITY AND INNOVATION
Category NPD continues to rise
Figure 25: New product development in the air care products category, by sub-category, January 2015-May 2018
Brands are capitalising on the growing use of candles
Figure 26: Examples of NPD in the candles sub-category, 2017
True innovation still running high
Figure 27: New product development in the air care products category, by launch type, January 2015-May 2018
Figure 28: Febreze Unstoppables air care line (Procter & Gamble), 2017-18
Own-label gains NPD share
Figure 29: New product development in the air care products category, own-label vs branded, January 2015-May 2018
A growing range of own-label no-added-water products…
Figure 30: Examples of own-label ‘no wet spray’ aerosol launches in the air care products category, 2017-18
…and a shift from the household care aisle to home décor section
Figure 31: Examples of decorative air care launches from own-labels, 2017-18
Newell Brands dominates NPD with Yankee Candle
Figure 32: New product development in the air care products category, by top ultimate companies and other, 2017
Figure 33: Examples of NPD under the Yankee Candle brand (Newell Brands), 2017
A growing focus on the environment
Figure 34: Leading claims in the air care products category, based on top claims for 2017, 2016 and 2017
Figure 35: Examples of air care products with an environmental positioning, 2017-18
Botanical/herbal claims decline
Figure 36: Air Wick Essential Mist Kit, June 2018
Fruity scents dominate in 2017
Figure 37: Leading fragrances in the air care products category, based on top fragrance component groups for 2017, 2016 and 2017
Figure 38: Examples of air care NPD featuring fig or pomegranate scents, 2017
Bringing the outdoors indoors
Figure 39: Examples of air care NPD featuring outdoor scents, 2017
‘Tis the season for air care
Figure 40: Examples of air care NPD featuring holiday/seasonal scents, 2017
ADVERTISING AND MARKETING ACTIVITY
Advertising spend falls against NPD
Figure 41: Total above-the-line, online display and direct mail advertising expenditure on air care products, January 2015-May 2018
A broader shift in marketing strategy among the CGP giants
Figure 42: Total above-the-line, online display and direct mail advertising expenditure on air care products, by leading advertisers in 2017, January 2016-May 2018
TV accounts for vast majority of adspend
Figure 43: Total above-the-line, online display and direct mail advertising expenditure on air care products, by media type, January 2015-May 2018
Q4 commands elevated adspend
Figure 44: Total above-the-line, online display and direct mail advertising expenditure on air care products, by quarter, January 2015-May 2018
Figure 45: Yankee Candle Christmas TV commercial, November 2017
Nielsen Ad Intel coverage
THE CONSUMER – WHAT YOU NEED TO KNOW
Penetration of air care products rises
A functional category
High potential for experimentation, but challenges remain
Two in five more concerned about indoor pollution
63% want greater transparency
Personalisation could provide NPD opportunities in the category
USAGE OF AIR CARE PRODUCTS
Penetration of air care products rises…
Figure 46: Usage of air care products in the last 12 months, March 2017 and May 2018
…in particular car air fresheners
Air care repertoire broadens
Figure 47: Repertoire of air care products used in the last 12 months, March 2017 and May 2018
REASONS FOR USING AIR CARE PRODUCTS
A functional category
Figure 48: Reasons for using air care products, May 2018
A need to wind down
Figure 49: Mood-enhancing effects looked for in air care products, May 2018
BEHAVIOURS AROUND BUYING AIR CARE PRODUCTS
High potential for experimentation…
Figure 50: Behaviours around buying air care products, May 2018
..but challenges remain
CHANGES IN USAGE BEHAVIOUR
Two in five concerned about indoor pollution
Figure 51: Changes in usage of air care products in the last 12 months, May 2018
Scented gifting
Figure 52: Yankee Candle personalised candle offer, June 2018
ATTITUDES TOWARDS AIR CARE PRODUCTS
63% want greater transparency
Figure 53: Attitudes towards air care products, May 2018
Personalisation could provide NPD opportunities in the category
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Forecast methodology

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