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Strategy Briefing
Fragrances in Home Care: On the Scent of Greater Diversity
50 pages, Oct 2014
US$1,325Added to Cart
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About This Report
New Report Guarantee
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!
Fragrance is a vital ingredient in home care products in order to mask the scents of active chemical ingredients, but in some categories it is also being used for product positioning and marketing. This report assesses global fragrance trends in home care, looking at market sizes and segmentation, and exploring some of the themes impacting usage. Specific analysis is also included on trends in fabric softeners, air care and dishwashing, as these are seeing most diversity and innovation.
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Overview
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.
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
Want to find out more about this report?
Request more informationTable of Contents
Introduction
Scope
Key findings
The use of fragrance
SWOT: Fragrances
Concept Drivers
Brand image: Boosting a natural image
Brand image: Fragrance to enhance functionality
Brand image: Sophistication through fragrance
Targets: Tapping occasions and demographics
Experience: Indulgence through fragrance
Experience: Take-me-away scents
Experience: Mood modification
Examples of key fragrance strategies in home care products (1)
Examples of key fragrance strategies in home care products (2)
Examples of key fragrance strategies in home care products (3)
Fragrance Volumes
Home care accounts for three quarters of all fragrance use
Emerging markets to drive growth but Western Europe is still strong
Growth opportunities are spread widely around the world
Category Analysis - Overview
Laundry dominates volume, air care drives innovation
Different approaches to fragrance use in different categories
Worldwide importance for laundry applications
Regional hotspots in core categories
Category Analysis – Fabric Softeners
Liquids are core target for fabric fragrances
Nature, indulgence, emotion and a sense of place
Spotlight on recent fragrance innovations in fabric softeners
Brand study: Comfort – indulgence is increasingly important
Country study: Chinese trade up in laundry care
Category Analysis – Air Care
Broad spread in air care applications
Fragrance is key so this is a highly innovative category
Spotlight on recent fragrance innovations in air care
Brand study: Yankee Candle – a strong seasonal focus
Country study: Algeria sees strong growth but little diversity as yet
Category Analysis - Dishwashing
Hand dishwashing drives growth and innovation
Fragrance choices target a premium image and greater efficacy
Spotlight on recent fragrance innovations in dishwashing
Brand study: Mir – fruity inspirations for sophistication and efficacy
Country study: Strong focus on citrus in growing Indonesian market
The Fragrance Industry
Three billion dollar giants lead the way
M&A: Recent focus on regional spread and technical capabilities
Supply drivers
Recommendations
Local demands are crucial, while innovation is universally important
Why buy this report?
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.