欧州における家庭用消臭剤市場：2006年版

Abstract

This report provides a Pan-European overview of the household fresheners markets in France, Germany, Italy, Spain and in the UK.

The product areas investigated in this report are fresheners for use in the home or car, scented or otherwise, sold in a variety of delivery systems, including aerosols, slow-release and plug-in, as well as aircare candles and odour neutralisers.

Table of Contents

• Introduction
• Definition
• Consumer research
• Market in Brief
• France
• Total sales down, but manufacturers fight back
• High usage for fragrant French
• Marketing muscle from multinationals
• A softer touch?
• Hypermarkets and supermarkets dominate sales
• Sweet smell of success
• Germany
• The German air fresheners market is subject to mixed influences
• Slowing value sales
• Sectors characterised by different performance
• A handful of multinationals run the scene
• Channels to target
• Who is the consumer?
• The future
• Italy
• Six in ten households use fresheners
• Rising female employment boosts all household markets
• New product development aimed at improving consumer confidence in fresheners
• Odour neutralising is a stronger trend than mere fragrancing
• Market is highly brand-led
• Grocery multiples dominate distribution
• Environmental concern is growing
• Spain
• Attitudes to housework and household products
• Opportunities to increase penetration and usage
• Market growth is slowing
• Targets for suppliers of household fresheners
• Slowdown in new product development
• Multinationals dominate
• Large retail outlets maintain share
• UK
• Size of scents
• A breath of fresh air
• Frequency less than fresh
• Consumers scent home
• The future of fragrances
• Internal Market Environment
• Different penetration rates in Europe; factors include pets, smokers and bathrooms
  • Figure 1: Use of household fresheners, by country, 2005
• Household pet ownership creates potential for fresheners to neutralise pet smells: France leads for pet ownership
  • Figure 2: Household pet ownership, by country, 2005
• Number of smokers: Germany and France have the largest consumer base
  • Figure 3: Adult smoking population, by country, 2001-05
• Number of bathrooms: more bathrooms equals higher usage of household fresheners?
  • Figure 4: Number of bathrooms in household, by country, 2005
• Broader Market Environment
• 25-54-year-olds are the main target in the review countries, but the population is ageing
  • Figure 5: Population by age, by country, 2005
• Larger households use greater volume of fresheners, but trend is towards one-person households
  • Figure 6: Household population, % by size, by country, 2005
• Market growth in line with rising consumer expenditure
  • Figure 7: Indexed growth in consumer expenditure, current terms, by country, 2001-06
• Employment rate declined only in Germany
  • Figure 8: Total in employment, (000s) by country, 2000-05
• Rising number of women in employment help sales of premium and slow-release
  • Figure 9: Female employment, by country, 2005
• Market Size and Forecast
• Market size 2001-06
• France, despite highest penetration comes only second in terms of value sales
  • Figure 10: Retail value sales of household fresheners, at current prices, by country, 2001-06
• UK takes the lead as Britons opt for premium fresheners
  • Figure 11: Retail value sales of household fresheners, % share by country, 2006
• Germany and Spain are the fastest-growing fresheners markets, but German growth is slowing
  • Figure 12: Indexed retail value sales of household fresheners, at current prices, by country, 2001-06
• Market forecast and prospects
• Steady growth expected in the review countries...
  • Figure 13: Forecast for total retail value sales of household fresheners at current prices, by country, 2006-11
• Germany and Spain forecast to be the best performing markets
  • Figure 14: Forecast indexed retail value sales of household fresheners in current terms, by country, 2006-11
• Spain is the only country expected to increase its share of the total by more than 1% point compared to 2006
  • Figure 15: Forecast % share of market value, by country, 2011
• France
• Large and stable consumer base a warranty for the future
• Niche products ready to grow further
• Can this market benefit from the 70s revival?
• Germany
• Italy
• Good prospects ahead
• Odour neutralisers to spearhead growth
• Household fresheners form part of modern lifestyles
• Innovation remains the key driver
• More interest from young people
• Barriers to growth
• More trust in household fresheners
• Spain
• Opportunities to further increase penetration levels
• Women remain core targets
• Younger housewives are most significant
• More pet owners and car owners, but fewer smokers
• Mixed impact of changes in household size
• UK
• NPD drives growth
• Perfume and premiumisation
• Plugging in to growth
• Highway to sales
• Segment Performance
• Slow-release is the largest sector except in Germany, where aerosols take the lead
  • Figure 16: Retail value sales of household fresheners, by type, by country, 2006
• Different fortunes for candles and specialist fresheners by country
  • Figure 17: Retail value sales of household fresheners, % sales by type, by country, 2006
• Market Share
• Multinationals dominate the household fresheners market
  • Figure 18: Manufacturers' retail value sales of household fresheners, by country, 2006
• Own-label takes the largest share in France and UK
  • Figure 19: Manufacturers shares of retail value sales of household fresheners, by country, 2006
• Channels to Market
• Grocery outlets dominate sales of household fresheners
  • Figure 20: Retail value sales of household fresheners, by outlet type, by country, 2006
• Discounters play their most important role in Germany
  • Figure 21: Retail value sales of household fresheners, % sales by outlet type, by country, 2006
• The Consumer -- Pan-European Overview
• France and GB have the largest consumer base, Germany and Spain have much ground to make up
  • Figure 22: Trends in penetration of household fresheners, 2002-05
• France and GB also have the highest usage
  • Figure 23: Use of household fresheners, by country, 2005
• Aerosol fresheners have highest penetration in France and GB, plug-ins in Spain and slow-release in Germany
  • Figure 24: Use of household fresheners, by type, 2005