Fragrances in Home Care: On the Scent of Greater Diversity

Homecare is the biggest market for fragrances

Just over three quarters of total fragrance volume is use in home care applications. Sales increased at a CAGR of 4% over 2008-2013, dropping to a forecast 2% over 2013-2018.

More than just a masking agent

Fragrance is far more than merely a way to mask unpleasant odours from active chemicals in home care products. Specific fragrances can also play a range of marketing roles, helping to position products and to enhance the overall sensory experience.

Diverse roles in product positioning and marketing

Fragrances main marketing roles are centred on: brand image, product targeting and the sensory experience. Although there are many more specific themes that fragrances can and do address.

Fragrance is a simple way to innovate

Choice of fragrance is still a relatively easy way for manufacturers to diversify and segment product ranges, both in the developed world, where ever more adventurous and complex fragrances are being used, and in emerging markets, where even scents that are already well-established in other parts of the world can still add a sense of innovation. Emerging markets drive volume but others demand innovation Asia Pacific and the Middle East and Africa, will be the fastest growing regions for fragrances over 2013-2018, with forecast CAGRs of 4% and 3% respectively, while second-ranking regions will also be important in terms of innovation.

Laundry detergents lead overall volumes…

Laundry detergents represent the most important category for home care fragrances ahead of fabric softeners, air care, dishwashing and surface care.

…but innovation highest in fabric softeners and air care

Fabric softeners and air care are the two most innovative categories for fragrance, as fragrance delivery is one of their primary roles. Dishwashing is also important, as the consumer has more direct contact with the product and its scent.

Regional differences

While fragrance drives the laundry products market globally, fabric softeners are key in Latin America and Western Europe, while dishwashing is most important in the Middle East and Africa and Australasia. Air care penetration is highest in North America. Many of the more specific fragrance trends outlined in this report are currently focused primarily on the developed world, with emerging markets still racing to catch up. Local market awareness is therefore crucial for fragrance companies.

Fragrance becomes more important

In many home care categories, efficacy is still far more important than fragrance, and the choice of scent is a secondary consideration. As consumer knowledge about specific botanicals increases, however, fragrance is likely to be used more widely to enhance consumers? perceptions of product efficacy, as with citrus scents in dishwashing. In future, other less important home care categories could see a greater focus on fragrance.

What this report includes

• Top-level strategic analysis of how major consumer trends will influence global markets
• Consumer insight
• Impact across all relevant consumer markets
• Unique graphics and case studies
• Key market snapshots
• Accompanying presentation to synthesise main findings

Why buy this report

• Identify factors driving change now and in the future
• Understand motivation
• Forward-looking outlook
• Briefings and presentation should provoke lively discussion at senior level
• Take a step back from micro trends
• Get up to date estimates and comment