Trends in the Aerosol Market
SATA, Fall 2012
© 2012 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel
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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.”
3
Source: Mintel Household Cleaning Equipment Report
mintel.com
Majority of consumers are reactive cleaners
77%
54%
40%
Clean when
something needs
cleaning
Thorough
cleaning on a
regular schedule
Put off cleaning
as long as
possible
4
Source: Mintel Household Cleaning Equipment Report
mintel.com
Women are still the primary cleaners
Cleaning Responsibilities by Gender, US, 2012
31%
58%
Sole
Responsibility
5
51%
38%
Shared
Responsibility
Source: Mintel Household Cleaning Equipment Report
18%
4%
No
Responsibility
mintel.com
Consumers report range of cleaning concerns
Top Cleaning Concerns of US Adults, 2012
36%
Dust
Hard to reach
places
26%
Dirt & grime on
the floor
25%
24%
Dirty windows
Bacteria & germs
19%
Allergens
19%
Odors
6
Source: Mintel Household Cleaning Equipment Report
18%
mintel.com
AERO: Trends in the aerosol market
7
A
Aerosol Market Overview
E
Environmental Concerns
R
Reasons for Purchasing
O
Other Aerosol Categories
mintel.com
AERO: Trends in the aerosol market
A
8
Aerosol Market Overview
mintel.com
Aerosol products gaining global momentum
Aerosol Household Launches by Region, 2009-2011
Europe
Asia Pacific
Latin America
Middle East & Africa
North America
800
700
30
600
131
500
400
300
45
77
78
147
26
128
78
63
214
144
200
100
219
193
2009
2010
229
0
9
Source: Mintel GNPD
2011
mintel.com
Regional preferences dictate category NPD
Latin America
Asia Pacific
Europe
Alex Floor Cleaning
Spray (Chile)
Hit Aerosol
Insecticide (India)
Scotch-Gard Shoe
Protector (France)
10
Source: Mintel GNPD
mintel.com
Aerosol a small but growing US household segment
Household Product Launches by Package Type, US, 2009-2011
Bottle
32%
Jar
25%
17%
Aerosol
16%
7%
3%
Flexible
11
Source: Mintel GNPD
Carton
Other
mintel.com
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
12
Source: Mintel Air Fresheners Report
31%
are highly
engaged, using
aerosols on most
days
mintel.com
Air care is largest US household aerosol category
Household Aerosol Launches by Category, US, 2009-2011
Air Care
49
40
Hard Surface
80
19
7
9
3
3
7
6
3
5
Pest Control
Fabric Care
13
Source: Mintel GNPD
mintel.com
Top manufacturers dominate aerosol introductions
14
P&G
SC Johnson
Reckitt
Benckiser
Febreze
Glade
Air Wick
Source: Mintel GNPD
mintel.com
AERO: Trends in the aerosol market
E
15
Environmental Concerns
mintel.com
Environmentally-friendly cleaning is on the rise
Agreement with: “I try to take an environmentally-friendly
approach to cleaning.”
+30%
2011
16
Source: Mintel Household Cleaning Equipment Report
2012
mintel.com
Consumers concerned about aerosol ingredients
47%
Concerned about
chemicals used in
aerosol air
fresheners
17
Source: Mintel Household Cleaning Equipment Report
46%
Prefer to get scent
from natural
products such as
lemons and
flowers
mintel.com
And eco-friendly continues to be a top claim
Top Claims in Aerosol Household Product Launches, US, 2009-2012
44%
28%
25%
16%
14%
Eco-friendly
product
Eco-friendly
packaging
Odor
neutralising
Seasonal
Time/speed
18
Source: Mintel Air Fresheners Report
mintel.com
Eco-friendly product claims relieve ingredient
concerns
19
Bissell Carpet
Stain Remover
Hot Shot Insect
Killer
Glade Air
Freshener
Features an earth
friendly formula
Natural insecticide
safe for children and
pets
100% natural
propellant
Source: Mintel GNPD
mintel.com
Refill packaging encourages eco-friendly actions
20
Air Wick
Glade
Scrubbing
Bubbles
Refill bottle in a
recyclable pack
100% recyclable
paperboard
Recyclable steel
aerosol
Source: Mintel GNPD
mintel.com
Natural is an important factor in aerosol purchases
Important Factors in Selection of Aerosols and Sprays, US, 2012
Makes my home
smell fresh
97%
Able to eliminate
strong odors
97%
93%
Long lasting scent
Offered in a variety
of scents
90%
Doesn’t require
frequent replacement
Natural ingredients
21
Source: Mintel Air Fresheners Report
89%
67%
mintel.com
Botanical & herbal ingredients convey natural
positioning
Lemon Oil
Juniper Berry
Cottonseed Oil
Nice! Furniture Polish
with Lemon Oil
Thymes Wildwood
Home Fragrance Mist
Swiffer Dust & Shine
Furniture Spray
22
Source: Mintel GNPD
mintel.com
AERO: Trends in the aerosol market
R
23
Reasons for purchasing
mintel.com
Consumes turn to aerosols for odor control
Able to
eliminate
strong
odors
Detects
odors and
releases
scent
Makes
home smell
fresh
24
Source: Mintel Air Fresheners Report
Long lasting
scent
mintel.com
Manufacturers highlight odor neutralization
25
Ambi Pur Air
Refresher
Brise Air
Freshener
Carrefour Air
Freshener
Said to eliminate
odors, not mask
them
Eliminates odor with
Oust technology
Perfumes the home
and neutralizes odors
for two hours
Source: Mintel GNPD
mintel.com
Aerosol sprays used throughout the home
85%
Bathroom
26
43%
47%
Living Room
or Bedroom
Kitchen
Source: Mintel Air Fresheners Report
mintel.com
Floral scents most popular, but wide range preferred
Preferred Scents in Aerosol Air Fresheners, US, 2012
36%
Flower
33%
Home
Forest/Nature
32%
Citrus
32%
28%
Spices/Ingredients
24%
Fruit
No preference
27
Source: Mintel Air Fresheners Report
10%
mintel.com
Floral scents cross multiple categories
Air Fresheners
Surface
Cleaners
Pest Control
Febreze Air Air
Freshener Spray
(South Korea)
Afton Furniture Polish
(South Africa)
Falcon Falcon Aerosol
Insecticide (Vietnam)
28
Source: Mintel GNPD
mintel.com
Nature scents invoke natural positioning
Nature’s Field
Forest
Smoky
Mountains
Dis-Chem All-Purpose
Cleaner
(South Africa)
Crabtree & Evelyn
Home Fragrance
Spray (Hong Kong)
Air Wick Automatic
Spray Refill (US)
29
Source: Mintel GNPD
mintel.com
AERO: Trends in the aerosol market
O
30
Other Aerosol Categories
mintel.com
Aerosol formulations surge in personal care
Personal Care Aerosol Launches by Category, US, 2009-2012 YTD
300
250
Hair Products
Skincare
Shaving & Depilatories
Deodorants
Other
200
150
100
50
0
2009
31
Source: Mintel GNPD
2010
2011
2012
mintel.com
Aerosols enable advanced haircare claims
Hair spray, mousse,
shine and heat
protection products
are driving aerosol
growth
Styling Products
Dry shampoo
enables functional
cleansing benefits
with aromatic
attributes
Dry Shampoo
32
Source: Mintel GNPD
mintel.com
Sunscreen sprays provide convenient sun protection
Face/
Neck
Care
9%
Body
Care
18%
Other
6%
Sun
Care
67%
Aerosol Skincare Launches
by Sub-Category, US,
2009-2012 YTD
33
Source: Mintel GNPD
mintel.com
Popular claims penetrate personal care aerosols
Aromatherapy
Antioxidant
Anti-Aging
Avon Nature &
Marche Cool Spray
Deodorant
L’Occitaine Hydration
Face Mist
Aero Hydrating
Mineral Bronzer
34
Source: Mintel GNPD
mintel.com
What’s next for the aerosol category?
Elevate Eco-Friendly
Positioning
Cross-Category
Coordination
Enhance Emotional
Connection
35
mintel.com
Amy Ziegler
Global Personal Care Analyst
Tel
Email
Twitter
+1(312)547-9120
aziegler@mintel.com
@mintelnews
© 2012 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel
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