Analyse the Growing Air Freshener Market in the United States From 2001-06.

DUBLIN, Ireland -- Research and Markets (http://www.researchandmarkets.com/reports/c57862) has announced the addition of "Air Fresheners in the United States 2006" to their offering.

In this report, we analyse the growing air freshener market from 2001-06. Most growth has occurred in 2004-06, due to increased product activity in some segments, and to the entry of Procter & Gamble into the market. Natural growth also occurs from demographic changes (such as the increase in Hispanic and black populations).

To gain insight into consumer attitudes towards air fresheners, we use proprietary consumer research supported by analysis of the Simmons National Consumer Survey. One key finding is that, while most respondents use air fresheners for functional reasons, more than one in ten uses them solely because they like the smell, confirming the importance of aesthetics. Indeed, this home enhancement aspect is the impetus behind for much of the market's activity during the period.

Air fresheners cover a broad range of product types, from traditional sprays to outlet- and battery-operated plug-ins, solid gel dispenses, hanging car air fresheners and potpourri. The retail scene is divided between products sold in FDM and specialty channels. Sales through FDM channels, excluding Wal-Mart, account for just over half of all sales in 2006. Wal-Mart's share accounts for an estimated 21%, with a wide variety of specialty outlets comprising the remainder.

The air freshener market also encompasses two different usage types. The first focuses on the more functional/utilitarian aspect of odor control, and the second features the more aesthetic aspect of environmental enhancement using fragrance and product design. Although some products specifically address one aspect or the other, a large number now blend the two, especially those sold in FDM channels. Thus, marketing for an odor-control product will also feature its pleasant scent and/or decorative and sometimes functional shapes. For scents, manufacturers look to other consumer trends like aromatherapy and natural-sounding names for all product types, even those that are purely functional.

This report covers air fresheners for use in the home or car, including aerosols, slow-release, plug-in, and potpourri. Specifically the segments presented in the report are:

- home air fresheners, including sprays, solids, gels and plug-ins

- car air fresheners

- potpourri/sachets

Excluded from this report are all-purpose products that kill germs, clean surfaces and leave a pleasant fragrance, like Lysol. These have been covered in Household Cleaning Products in the United States. Additionally, scented are excluded from this report (covered in Candles in the United States).

Companies Mentioned:

- Blyth, Inc.

- Lancaster Colony Corporation

- Limited Brands (Bath & Body Works, White Barn Candle Co.)

- Procter & Gamble

- Reckitt Benckiser 

- SC Johnson & Son

- SOPUS (Auto Expressions/Medo)

- The Dial Corporation (Henkel Group)

- Yankee Candle

For more information, visit http://www.researchandmarkets.com/reports/c57862.