Trends in the Aerosol Marketsouthernaerosol.com/Power Point/Fall 2012/SATA Fall 2012 Meeting... ·...

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Trends in the Aerosol Market

SATA, Fall 2012

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Consumers have conflicting thoughts on cleaning

72% “Cleaning the house gives me a

sense of accomplishment.”

56% “Cleaning is a thankless chore.”

Source: Mintel Household Cleaning Equipment Report

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Majority of consumers are reactive cleaners

Clean when something needs

cleaning

Thorough cleaning on a

regular schedule

Put off cleaning as long as possible

77% 54% 40%


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Women are still the primary cleaners

Cleaning Responsibilities by Gender, US, 2012


Sole Responsibility

Shared Responsibility

No Responsibility

31% 58% 51% 38% 18% 4%

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Consumers report range of cleaning concerns

Top Cleaning Concerns of US Adults, 2012


Odors

36%

Allergens

Bacteria & germs

Dirty windows

Dirt & grime on the floor

Hard to reach places

Dust

26%

25%

24%

19%

19%

18%

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AERO: Trends in the aerosol market

Aerosol Market Overview

Environmental Concerns

Reasons for Purchasing

A

E

Other Aerosol Categories

R

O

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A Aerosol Market Overview

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Aerosol products gaining global momentum

Aerosol Household Launches by Region, 2009-2011

219 193 229

147 144

214

78 63

128 77

78

131

45

26

30

0

100

200

300

400

500

600

700

800

2009 2010 2011

Europe Asia Pacific North America

Latin America Middle East & Africa

Source: Mintel GNPD

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Regional preferences dictate category NPD

Alex Floor Cleaning Spray (Chile)

Hit Aerosol Insecticide (India)

Scotch-Gard Shoe Protector (France)

Latin America Asia Pacific Europe

Source: Mintel GNPD

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Aerosol a small but growing US household segment

Household Product Launches by Package Type, US, 2009-2011

Source: Mintel GNPD

32%

Bottle

25%

Flexible

17%

Jar

16%

Carton

3%

Aerosol

7%

Other

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US consumers turn to aerosols for air care needs

81% of US adults use aerosol or spray air fresheners…

…making it the most frequently used segment of

the category

31% are highly

engaged, using aerosols on most

days

Source: Mintel Air Fresheners Report

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Air care is largest US household aerosol category

Household Aerosol Launches by Category, US, 2009-2011

Source: Mintel GNPD

Air Care

Hard Surface

Pest Control

Fabric Care

49

7

3

6

9

3

3

19

7

5

40 80

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Top manufacturers dominate aerosol introductions

Febreze Glade Air Wick

P&G SC Johnson Reckitt

Benckiser

Source: Mintel GNPD

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E

Environmental Concerns

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Environmentally-friendly cleaning is on the rise

Agreement with: “I try to take an environmentally-friendly approach to cleaning.”

+30%


2011 2012

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Consumers concerned about aerosol ingredients

46% Prefer to get scent

from natural products such as

lemons and flowers

47% Concerned about chemicals used in

aerosol air fresheners


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And eco-friendly continues to be a top claim

Top Claims in Aerosol Household Product Launches, US, 2009-2012


Eco-friendly product

44%

Eco-friendly packaging

Odor neutralising

Seasonal Time/speed

28% 25% 16% 14%

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Eco-friendly product claims relieve ingredient concerns

Features an earth friendly formula

Natural insecticide safe for children and

pets

100% natural propellant

Bissell Carpet Stain Remover

Hot Shot Insect Killer

Glade Air Freshener

Source: Mintel GNPD

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Refill packaging encourages eco-friendly actions

Refill bottle in a recyclable pack

100% recyclable paperboard

Recyclable steel aerosol

Air Wick Glade Scrubbing Bubbles

Source: Mintel GNPD

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Natural is an important factor in aerosol purchases

Important Factors in Selection of Aerosols and Sprays, US, 2012


97% Makes my home smell fresh

Able to eliminate strong odors

Long lasting scent 93%

Offered in a variety of scents 90%

Doesn’t require frequent replacement 89%

Natural ingredients 67%

97%

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Botanical & herbal ingredients convey natural positioning

Nice! Furniture Polish with Lemon Oil

Thymes Wildwood Home Fragrance Mist

Swiffer Dust & Shine Furniture Spray

Lemon Oil Juniper Berry Cottonseed Oil

Source: Mintel GNPD

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Reasons for purchasing R

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Consumes turn to aerosols for odor control

Able to eliminate

strong

odors

Detects

odors and releases

scent

Makes

home smell fresh

Long lasting scent


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Manufacturers highlight odor neutralization

Said to eliminate odors, not mask

them

Eliminates odor with Oust technology

Perfumes the home and neutralizes odors

for two hours

Ambi Pur Air Refresher

Brise Air Freshener

Carrefour Air Freshener

Source: Mintel GNPD

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Aerosol sprays used throughout the home


43% Living Room or Bedroom

47% Kitchen

85% Bathroom

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Floral scents most popular, but wide range preferred

Preferred Scents in Aerosol Air Fresheners, US, 2012


No preference

36%

Fruit

Spices/Ingredients

Citrus

Forest/Nature

Home

Flower

33%

32%

32%

28%

24%

10%

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Floral scents cross multiple categories

Febreze Air Air Freshener Spray

(South Korea)

Afton Furniture Polish (South Africa)

Falcon Falcon Aerosol Insecticide (Vietnam)

Air Fresheners Surface Cleaners

Pest Control

Source: Mintel GNPD

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Nature scents invoke natural positioning

Dis-Chem All-Purpose Cleaner

(South Africa)

Crabtree & Evelyn Home Fragrance

Spray (Hong Kong)

Air Wick Automatic Spray Refill (US)

Nature’s Field Forest Smoky

Mountains

Source: Mintel GNPD

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Other Aerosol Categories O

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Aerosol formulations surge in personal care

Personal Care Aerosol Launches by Category, US, 2009-2012 YTD

0

50

100

150

200

250

300

2009 2010 2011 2012

Hair Products Skincare

Shaving & Depilatories Deodorants

Other

Source: Mintel GNPD

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Dry Shampoo

Aerosols enable advanced haircare claims

Dry shampoo enables functional cleansing benefits

with aromatic attributes

Styling Products

Hair spray, mousse, shine and heat

protection products are driving aerosol

growth

Source: Mintel GNPD

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Aerosol Skincare Launches by Sub-Category, US,

2009-2012 YTD

Sunscreen sprays provide convenient sun protection

Sun Care 67%

Body

Care

18%

Face/

Neck

Care

9%

Other

6%

Source: Mintel GNPD

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Popular claims penetrate personal care aerosols

Avon Nature & Marche Cool Spray

Deodorant

L’Occitaine Hydration Face Mist

Aero Hydrating Mineral Bronzer

Aromatherapy Antioxidant Anti-Aging

Source: Mintel GNPD

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What’s next for the aerosol category?

Elevate Eco-Friendly Positioning

Cross-Category Coordination

Enhance Emotional Connection

Trends in the Aerosol Marketsouthernaerosol.com/Power Point/Fall 2012/SATA Fall 2012 Meeting... ·...

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