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Market for Air Care UK 2014: Global Region Industry Size, Share, Growth , Research Analysis and Opportunities

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Albany, NY -- (ReleaseWire) -- 07/23/2014 -- Nearly nine out of 10 people use at least one type of air freshener at home but significant scope exists to encourage people to use a wider range of products and use them more regularly, such as for scenting more rooms or using air care products for a wider variety of reasons. Brands need to focus on both everyday odour elimination and freshening of the home, as well as the usage of air fresheners to give an extra fragrance boost to rooms and appeal more strongly to the senses, which will help increase average spending and trading up to premium products.

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Table of Content

Introduction

Definitions
Abbreviations

Executive Summary

Market size

Figure 1: Best- and worst-case forecast of UK retail value sales of air fresheners, 2009-19
2014 sees upturn in air freshener sales
Continuous electric still the biggest segment

Figure 2: Breakdown of UK retail value sales of air fresheners, % share by segment, 2014
Market factors
Growth in number of households
Freshness a sign of a clean home
Companies, brands and innovation
Air Wick the leading brand in air care

Figure 3: Brand shares in the UK air fresheners market, by value, year to March 2014
Bulk of launch activity in non-powered air fresheners and candles
P&G the biggest advertiser of air fresheners
The consumer
Aerosols the most widely used product

Figure 4: Usage of leading types of air freshener in the past 12 months, July 2013 and April 2014
Refills make regular contribution to air freshener sales

Figure 5: Frequency of replacement of refills/fragrances in air freshener units, by type of product, April 2014
Scented candles appeal in a number of ways

Figure 6: Attitudes towards scented candles, April 2014
Floral fragrances most appealing

Figure 7: Appeal of different scents for adding fragrance to the home, April 2014
Three in 10 people prefer non-battery-operated air freshener units

Figure 8: Preferred product features for air freshener units, April 2014
Longer-lasting scent wanted most for car air fresheners

Figure 9: Factors that would encourage use of car air fresheners, April 2014
What we think

Issues and Insights

Increasing usage of air fresheners in particular rooms to help grow sales
The facts
The implications
Appeal of scented candles and ways of driving further sales growth
The facts
The implications
Encouraging more usage of powered products for continuous freshening
The facts
The implications
Persuading a higher proportion of car drivers to use car air fresheners
The facts
The implications

Trend Application

Trend: Many Mes
Trend: Mood to Order
Trend: Prove It

Market Drivers

Key points
Growth in number of households

Figure 10: UK households, by size, 2009-19
Ageing population and more older children

Figure 11: Trends in the age structure of the UK population, 2009-19
Attitudes towards home care

Figure 12: Attitudes towards home care, April 2014
Bathrooms/toilets and air freshening

Figure 13: Number of toilets in home, August 2013
Getting rid of pet odours

Figure 14: Pet ownership, July 2013
Still room for growth in car air fresheners

Figure 15: Numbers of car sales and the UK car parc, 2009-13

Who’s Innovating?

Key points
Non-powered products see the most activity

Figure 16: New product launches in the UK air care market, % by product type, 2010-14

Figure 17: Examples of branded product launches in the UK air care market, 2014
Own-label the majority of 2013 launches

Figure 18: New product launches in the UK air care market, % share by own-label/branded, 2010-14

Figure 19: Examples of own-label product launches in the UK air care market, 2013/14

Figure 20: New product launches in the UK air care market, % share by company (based on top 10 companies and other in 2013), 2010-14

Figure 21: Examples of branded product launches in the UK air care market, 2013/14
Environmentally friendly and odour-neutralising claims most prominent

Figure 22: New product launches in the UK air care market, % share by claim (based on top claims for 2013), 2010-14

Figure 23: Examples of product launches in the UK air care market making odour-neutralising claims, 2013/14
Fruity fragrances less prominent in early 2014

Figure 24: New product launches in the UK air care market, % share by fragrance component group (based on results for 2013), 2010-14

Figure 25: Examples of product launches in the UK air care market with gourmet/edible fragrances, 2013/14
Focus on new products and range extensions

Figure 26: New product launches in the UK air care market, % share by launch type, 2010-14

Market Size and Forecast

Key points
Upturn in air freshener sales in early 2014

Figure 27: UK retail value sales and forecast of air fresheners, at current and constant prices, 2009-19
The future

Figure 28: Best- and worst-case forecast of UK retail sales of air fresheners, 2009-19
Forecast methodology

Segment Performance

Key points
Scented candles record the strongest growth

Figure 29: UK retail value sales of air fresheners, by segment, 2012-14

Market Share

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