The most influential Megatrends set to shape the world through 2030, identified by Euromonitor International, help businesses better anticipate market developments and lead change for their industries.
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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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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.
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.
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.
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.
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 represent the most important category for home care fragrances ahead of fabric softeners, air care, dishwashing and surface 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.
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.
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.
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.