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Air Care in the U.S. Market

By: Euromonitor International
Posted: January 12, 2009

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Moreover, the decorative appeal of reed diffusers led to a 5% sales gain for liquid air fresheners in 2007, with sales totaling $46 million. Reed diffusers (reeds placed in a jar of scented oil) appeal to homeowners who like a stylish look that is reminiscent of dried flowers in a vase. The reed diffusers also allay the safety concerns associated with using candles and electric plug-ins, which represent a slight fire hazard. Reed diffusers, which started out as premium products sold in specialty stores, have now been introduced by mass-market manufacturers at prices under $10.

Climbing Competition

The increasing commodity status of air care products is likely to lead to declines for other types of air care products, such as concentrated sprays, gel air fresheners and other household air care. In the absence of meaningful innovation, these types of air fresheners are expected to realize poor sales between 2007 and 2012, because each of these formats is mature and faces competition from more innovative air freshening products. Carpet powders, for example, have not seen any innovation in recent memory, nor can they be readily improved upon. However, as they are nevertheless effective products, they have endured.

Similarly, sales of gel air fresheners are driven to a large extent by products such as Renuzit LongLast Adjustables, which has been present for many years, during which time it has seen innovation only in terms of fragrance.

Price competition is expected to be strong in the forecast period, with heavy discounting, such as buy one, get one free or half price offers. In turn, unit prices are projected to decline for many air freshener formats.

Potential company activity is likely to focus on new fragrances and added decorative features. Electric air care manufacturers may introduce more lighting features to distinguish their products from the competition.