866-997-4948(US-Canada Toll Free)

Air Care - US - March 2017

Published By :

Mintel

Published Date : Mar 2017

Category :

Housewares

No. of Pages : N/A

The air care market experienced a slight sales decline in 2016, reflective of flat market penetration, increasing competition, and a functional approach to the category. However, interest in air purifying and aromatherapy benefits may encourage increased consumer spend. Adults may also be drawn to retailers with enhanced shopping experiences, including those that use technology to improve scent testing or selection.

Table of Content

OVERVIEW
What you need to know
Definition

EXECUTIVE SUMMARY
Market overview
Air care market struggles in light of flat penetration
Figure 1: Total US sales and fan chart forecast of air care products, at current prices, 2011-21
The issues
Ingredient, safety concerns may limit product usage
Figure 2: Attitudes toward safety of candles and air fresheners, December 2016
Save vs splurge mentality impacts sales
Figure 3: Select retailers shopped, December 2016
The opportunities
Appeal to younger adults who are more involved in air care
Figure 4: Product usage, by age, December 2016
Get creative with retailing
Figure 5: Attitudes toward candle and wax melt shopping and scent selection, December 2016
Product innovations could boost flat market
Figure 6: Interest in innovations, December 2016
What it means

THE MARKET – WHAT YOU NEED TO KNOW
Air care product sales experience slight dip
Candles account for majority of sales, vehicle air fresheners lead growth
Environmentally friendly claims gain momentum
Vehicle and commuting trends influence market

MARKET SIZE AND FORECAST
Air care market experiences dip in sales in 2016
Figure 7: Total US sales and fan chart forecast of air care products, at current prices, 2011-21
Figure 8: Total US sales and forecast of air care products, at current prices, 2011-21

MARKET BREAKDOWN
Candles are largest segment, vehicle air fresheners see biggest gains
Figure 9: Share of US sales of air care products, by segment, 2016 (est)
Figure 10: Total US retail sales and forecast of air care products, by segment, at current prices, 2011-21
Most sales occur within other channels, drug stores losing share
Figure 11: Total US retail sales of air care products, by channel, at current prices, 2011-16

MARKET PERSPECTIVE
More manufacturers moving toward ingredient transparency
Candles dominate product launches
Figure 12: Share of air care launches, by product type, 2012-17*
Scent top-of-mind for candles, though environmental claims on the rise
Figure 13: Words associated with candles, January 2017
Figure 14: Share of air care product launch claims, 2012-17*

MARKET FACTORS
Cars on the road versus public transportation
Number of cars on the road
Figure 15: Percentage of households that own a car, July 2010-August 2016
Growing American commute times…
yet public transportation ridership is sliding
Decline in households with children adds to market struggles
Figure 16: Households, by presence of own children, 2006-16

KEY PLAYERS – WHAT YOU NEED TO KNOW
S.C. Johnson & Son maintains market lead, losing share
Consumer brand perceptions good news for key players
Odor, room specific products perform well
Splurge vs save mentality challenges sales, mass brands struggle
Unique sensory experiences, improved retailing could benefit category

MANUFACTURER SALES OF AIR CARE
S.C. Johnson & Son leads market yet losing share
Manufacturer sales of air care
Figure 17: MULO sales of air care, by leading companies, rolling 52 weeks 2015 and 2016

BRAND PERCEPTIONS
Perceptions align with brand positioning
Figure 18: Correspondence Analysis – Air Care, December 2016
Methodology
Figure 19: Air Care, December 2016

WHAT’S WORKING?
Brands take on bathroom odor
Figure 20: TV ad, How to poop at a party ad – Poo Pourri, October 2016
Premium candle brands benefit from positive perceptions
Figure 21: Share of premium air care product launches, 2012-16
Interest in natural and environmental claims growing
Layered scents provide a customized experience

WHAT’S STRUGGLING?
Budget brand, private label candles face competition
Figure 22: MULO sales of private label, by segment, 2012-rolling 52-weeks ending Oct. 30, 2016

WHAT’S NEXT?
“Mandles” gain momentum
Figure 23: Target candle and mandle display
Air tech: air care gets smart
Retailers improve shopping experience, subscription boxes
Unique sensory experiences

THE CONSUMER – WHAT YOU NEED TO KNOW
Younger adults, parents, Hispanics more engaged in category
Most purchases occur at mass merchandisers
While enjoyable, candle and wax melt shopping can be improved
Ingredient concerns relevant for younger air care users
Interest in innovations could give market a lift

PRODUCT USAGE
Adults using variety of air care formats
Figure 24: Air care product usage, January 2016 and December 2016
Figure 25: Repertoire of air care product usage, December 2016
Higher engagement among adults aged 18-34, parents
Figure 26: Air care product usage, by age and by parental status, December 2016
Figure 27: Repertoire of air care product usage, by age, parental status, December 2016
In their own words:
Usage of air care products high across household income levels
Figure 28: Select air care product usage, by household income, December 2016
Figure 29: Repertoire of air care product usage, by household income, December 2016
Hispanics more engaged with air care
Figure 30: Select air care product usage, by Hispanic origin, December 2016

RETAILERS SHOPPED
Air care purchases made mainly through mass channels
Selection and convenience drive purchase locations
Figure 31: Target home air freshener display among household cleaning products
Figure 32: Yankee Candle, Bath & Body Works email promotion, December 2016, February 2017
Figure 33: Retailers shopped, by segment, December 2016
Young adults gravitate toward retailers with low prices, selection
Figure 34: Mass merchandiser and specialty retailer shopped for scented candles and air fresheners, by age, December 2016
In their own words:
Figure 35: Mass merchandisers and specialty retailers shopped, by segment, by race and Hispanic origin, December 2016

SHOPPING FOR CANDLES AND WAX MELTS
Shopping experience leaves room for improvement
Purchases triggered by change of season, impulse
Not all brands are viewed as equal
Figure 36: Shopping for candle and wax melt products, December 2016
Improved retail experience could engage younger adults
Figure 37: Select attitudes about shopping for candle and wax melts, by age, December 2016
Hispanics may need more motivation to increase spending
Figure 38: Select attitudes about shopping for candle and wax melts, by Hispanic origin, December 2016

ATTITUDES TOWARD AIR CARE
Adults use multiple products, attitudes toward scent vary
Ingredient concerns could be offset with greater transparency
Figure 39: Attitudes toward air care, December 2016
Younger adults find benefits in niche formats, voice ingredient concerns
Figure 40: Select attitudes, by age and parental status, December 2016
Multicultural adults look for natural claims
Figure 41: Select attitudes, by race and Hispanic origin, December 2016

INTEREST IN INNOVATIONS
Products with aromatherapy, air-quality benefits of most interest
Customization, personalization to provide a unique user experience
In their words:
Although niche, smart technology and subscription services hold interest
Figure 42: Interest in innovations, December 2016
Young adults, parents drive interest in innovations
Figure 43: Select interest in innovations, by age and parental status, December 2016
Convenient and customizable innovations appeal to multicultural adults
Figure 44: Select interest in innovations, by race and Hispanic origin, December 2016

APPENDIX – DATA SOURCES AND ABBREVIATIONS
Data sources
Sales data
Fan chart forecast
Consumer survey data
Consumer qualitative research
Abbreviations and terms
Abbreviations

APPENDIX – MARKET
Figure 45: Disposable Personal Income change from previous period, January 2007-August 2016
Figure 46: Total US retail sales and forecast of air care products, at inflation-adjusted prices, 2011-21
Figure 47: Total US retail sales and forecast of air care products, by segment, at current prices, 2011-21
Figure 48: Total US retail sales of air care products, by segment, at current prices, 2014 and 2016
Figure 49: Total US retail sales and forecast of candles, at current prices, 2011-21
Figure 50: Total US retail sales and forecast of home air fresheners, at current prices, 2011-21
Figure 51: Total US retail sales and forecast of vehicle air fresheners, at current prices, 2011-21
Figure 52: Total US retail sales of air care products, by channel, at current prices, 2011-16
Figure 53: Total US retail sales of air care products, by channel, at current prices, 2014 and 2016

APPENDIX – KEY PLAYERS
Figure 54: MULO sales of candles, by leading companies and brands, rolling 52-weeks 2015 and 2016
Figure 55: MULO sales of home air fresheners, by leading companies and brands, rolling 52-weeks 2015 and 2016
Figure 56: MULO sales of vehicle air fresheners, by leading companies and brands, rolling 52-weeks 2015 and 2016

APPENDIX – CONSUMER
Figure 57: Percentage of households using air care, by type, July 2010- August 2016

List of Table

NA

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title
  • Company
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *