About this report
 
This report analyses German air fresheners, it highlights how the overall market for air fresheners boomed in the first years of the decade as a consequence of a large number of innovations, line extensions and changes in consumer attitudes. Mintel looks at 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 odour neutralisers and antibacterial spray fresheners. The report recognises that some segments are however doing better than others, aerosols have been helped for instance by the success of mini-sprays.
 

 
The issue that Germans still view using air fresheners as simply an extension of cleaning, acts as an important part of the report, and has resulted in lower levels of German usership of the products than their neighbours. Although there are still many opportunities for market expansion and innovative brand development that allows scope for the consumer base to be expanded.
 

 
New perceptions of the product have helped to drive rapid sales growth. High numbers of smokers, rising traffic levels, greater interest in wellness and feel-good factors, and high ownership levels of pets, all are elements which have contributed to a slow but steady growth in the German market.
 

 
Can you afford not to know about this market?
 

 

Contents
 

 
Introduction
 

 
Definitions
 
Abbreviations
 
Executive Summary
 
Product perception is shifting slowly, but surely
 
Germany lacks behind other core markets
 
Growth slows down as familiarity rises and price competition increases
 
Varying fortunes at sector level
 
Druggists and grocers sell the bulk of fresheners
 
Four suppliers take over two-thirds of value sales
 
Product development concentrates on new formats and fragrances
 
The market offers further growth potential
 
Market Drivers
 
Low penetration by European standards
 
Mixed effects from the growing popularity of perfumed products in other markets
 
Growth in core consumer groups helps sales levels rise…
 
Figure 1: Trends in German population, by age, 1999-2003
 
…but shift to smaller, childless households limits growth potential
 
Figure 2: Trends in German household size, 1998-2002
 
Uncertain economic climate has little negative effect on sales
 
Smoking increases use of household fresheners…
 
…as do pets whose numbers are rising
 
Figure 3: Pet ownership, by country, 2003
 
Increase in traffic drives the in-car segment
 
The feel-good factor enters German bathrooms
 
Biotonne creates a new market niche
 
More regulations and health warnings are a mixed bag for the market
 
Market Size and Trends
 
Strong growth, but slowing down
 
Figure 4: German retail value sales of household fresheners, at current and constant prices, 1999-2004
 
Figure 5: Indexed value sales of household fresheners, by country, 1999-2004
 
German households spend the least on fresheners
 
Figure 6: Average spend on fresheners per household, by country, 1999-2004
 
Slow-release fresheners and aerosols doing well
 
Figure 7: German retail value sales of household fresheners, by sector, 2001-04
 
Figure 8: Retail value sales of household fresheners, sectoral % breakdown, by country, 2004
 
From a fashionable item to a home essential?
 
Market Segmentation
 
Increasing segmentation, but niches are struggling…
 
Figure 9: German retail value sales of household fresheners*, by type, 2002-04
 
…with the exception of aromatherapy and anti-tobacco products
 
Distribution
 
Self-service druggists and grocery outlets remain main distributors
 
Figure 10: German retail value sales of household fresheners, by outlet type, 2002-04
 
Trading base
 
Figure 11: Number of retail outlets in Germany, by store size, 1995-2002
 
Figure 12: Major food and daily goods retailers in Germany, by number of outlets, 2003
 
Figure 13: Major drugstores in Germany, by number of outlets, 2001-03
 
The Supply Structure
 
Manufacturers’ shares
 
Figure 14: Manufacturers’ value shares of household fresheners, 2001-04
 
Figure 15: Multinationals vs own-label and smaller companies’ shares in sales of household fresheners, by country, 2004
 
Companies and brands
 
SC Johnson GmbH
 
Reckitt Benckiser Deutschland AG
 
Sara Lee Household & Body Care Deutschland GmbH
 
Jeyes Deutschland GmbH
 
New Product Development
 

 
Also worthy of mention are Sara Lee’s new Seaworld Minispray range for the bath with containers resembling seashells and Penhaligon’s new scented candle in a silver container resembling the lily of the valley flower. Manufacturers often emphasise the
 
New product launches 2003-04
 
2004
 
2003
 
The Consumer
 

 
European comparison of product use
 
Figure 16: Frequency of using household fresheners, by country, 2003
 
Use of household fresheners in Germany
 
Men relatively more important than women to volume sales
 
Figure 17: Penetration and frequency of using household fresheners, by gender and age, 2003
 
Figure 18: Penetration and frequency of using household fresheners, by income and working status, 2003
 
Figure 19: Penetration and frequency of using household fresheners, by region, 2003
 
Figure 20: Penetration and frequency of using household fresheners, by presence of children and household size, 2003
 
Aerosols remain the most popular format
 
Figure 21: Types of household fresheners used, 2003
 
Attitudes towards cleaning and cleaning products
 
Figure 22: Attitudes towards cleaning and cleaning products, by main shoppers and users of household fresheners, 2003
 
Household cleaning target groups
 
Figure 23: Target groups, by penetration and frequency of using household fresheners, 2003
 
Prospects
 
Room for growth…
 
Figure 24: Use of household fresheners, by gender and age, 2003
 
…but challenges lie ahead
 
High levels of promotion under threat
 
NPD in key role in attempts to expand consumer base
 
A new player about to enter the market?
 
Forecast
 
Ground and air to make up
 
Figure 25: Forecast of German retail value sales of household fresheners, 2004-09
 
More expansion in the air
 
But still behind other countries
 
Thriving despite economic conditions
 
Therapeutic opportunities
 
Improvement in economy to bring back greater growth rates