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About this report

This report covers the market for household fresheners in France from 2001 to 2006. It provides value sales trends by type of freshener, analysis on companies operating in the market and their market shares, and examines consumer use of household fresheners.

Following a period of strong growth, value sales have fallen in 2005 and 2006, as a result of negative publicity in the media and a more price-conscious consumer affected by the gloomy French economy.

Sales in 2006 are still expected to decline, but slower than in 2005 (when they fell 4%) and some sectors, such as aerosols, plug-ins and battery-operated fresheners, have maintained their growth during the whole review period. In the face of a decline in market value, manufacturers have:

- defended their products against media coverage over potential health risks

- continued to innovate

- invested in advertising and promotion.

The market has largely been sustained by the fact that the French use household fresheners more than any other Europeans and these products enjoy a large and solid consumer base.

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.

Other Consumer Goods Intelligence reports of relevance include:

- Household Cleaning Products, 2006

- Dishwashing Detergents, 2006

- Clothes-washing Products, 2006.

Contents

Issues in the Market
Definition
Consumer research
Abbreviations
Market in Brief
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
Internal Market Environment
Less scope for growth?
Figure 1: Penetration of household fresheners, by country, 2005
No smoke without fresheners?
Figure 2: Penetration and frequency of using household fresheners, by smokers and non-smokers, 2005
Figure 3: Trend in proportion of adults who smoke, by country, 2001-05
Figure 4: Penetration of household fresheners by type, smokers and non-smokers, 2005
Pet lovers push sales of household fresheners
Figure 5: Penetration and frequency of using household fresheners, by pet ownership, 2005
Figure 6: Pet ownership, by country, 2005
Figure 7: Trend in household pet ownership in France, 2002-05
Figure 8: Penetration of household fresheners by type, by pet ownership, 2005
Number of cars stabilises
Figure 9: Trends in number of cars in France, 1999-2006
Fewer bathrooms in France… but does it really affect sales of household fresheners?
Figure 10: Penetration and frequency of using household fresheners, by number of bathrooms, 2005
Figure 11: Number of bathrooms in home, by country, 2005
Figure 12: Penetration of household fresheners, by type, by number of bathrooms, 2005
Manufacturers fight health concerns
Broader Market Environment
Increase in employment, especially among women
Figure 13: Trends in French employment, 2000-05
Disposable income up, confidence down
Figure 14: Trends in French PDI, consumer expenditure and GDP, at current and constant prices, 2001-05
Household size
Figure 15: Trends in number of households in France, by size, 2000-05
Who’s Innovating?
Odour neutralisers
Sprays revitalised
Longer-lasting products
New technologies
New product introductions, 2006
Market Size and Forecast
Figure 16: French retail value sales of household fresheners, at current and constant prices, 2001-06
Market forecast
Figure 17: Trends and forecast of French retail value sales of household fresheners, by type, at current prices 2006-11
Figure 18: Trends and forecast of French retail value sales of household fresheners, by type, at 2006 prices 2006-11
Factors used in the forecast
Prospects
Large and stable consumer base a warranty for the future
Niche products ready to grow further
Can this market benefit from the 70s revival?
Segment Performance
Figure 19: French retail value sales of household fresheners, by type, 2001-06
Slow-release fresheners
Figure 20: French retail value sales of slow-release fresheners, at current and constant prices, 2001-06
Figure 21: French retail value sales of slow-release fresheners, by type, 2004-06
Sprays
Figure 22: French retail value sales of spray fresheners, at current and constant prices, 2001-06
Figure 23: French retail value sales of spray fresheners, by type, 2004-06
Scented candles
Figure 24: French retail value sales of air care candles, at current and constant prices, 2001-06
Specialist fresheners
Figure 25: French retail value sales of specialist fresheners, at current and constant prices, 2001-06
Figure 26: French retail value sales of specialist fresheners, by type, 2004-06
Market Share
Figure 27: Manufacturers’ retail value shares of household fresheners through supermarkets and hypermarkets, 2004-06
Companies and Products
Reckitt Benckiser
La Johnson Française
Sara Lee Household and Bodycare
Iba
Procter & Gamble
Channels to Market
Figure 28: French retail value sales of household fresheners, by outlet type, 2004-06
The retail base
Figure 29: Number of French retail outlets, 2000-04
Figure 30: Number of French hypermarkets, supermarkets and discounters, by number and size, 2000-04
The Consumer – Pan-European Overview
Figure 31: Penetration and frequency of using air fresheners, by country, 2005
Figure 32: Penetration of air fresheners, by type, by country, 2005
The Consumer – Trends in France
Figure 33: Trend in usage of air fresheners, 2002-05
Figure 34: Trend in penetration of air fresheners, by type, 2002-05
Figure 35: Frequency of usage, by type of freshener, 2005
The Consumer – Usage and Attitudes
Families are most important target group
Figure 36: Penetration and frequency of using air fresheners, by demographic sub-group, 2005
Consumer attitudes & target groups
Figure 37: Use of air fresheners, by attitudes towards the home, 2005
Target Groups
Figure 38: Target groups by country, 2005
Figure 39: Penetration of air fresheners, by target groups, 2005
Appendix
Clusters – Description