Post on 12-Sep-2021
© 2012 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel
Trends in the Aerosol Market
SATA, Fall 2012
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Every day at 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.”
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%
Source: Mintel Household Cleaning Equipment Report
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Women are still the primary cleaners
Cleaning Responsibilities by Gender, US, 2012
Source: Mintel Household Cleaning Equipment Report
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
Source: Mintel Household Cleaning Equipment Report
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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AERO: Trends in the aerosol market
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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AERO: Trends in the aerosol market
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%
Source: Mintel Household Cleaning Equipment Report
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
Source: Mintel Household Cleaning Equipment Report
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And eco-friendly continues to be a top claim
Top Claims in Aerosol Household Product Launches, US, 2009-2012
Source: Mintel Air Fresheners Report
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
Source: Mintel Air Fresheners Report
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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AERO: Trends in the aerosol market
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
Source: Mintel Air Fresheners Report
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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
Source: Mintel Air Fresheners Report
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
Source: Mintel Air Fresheners Report
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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AERO: Trends in the aerosol market
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
© 2012 Mintel Group Ltd. All Rights Reserved. Confidential to Mintel
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aziegler@mintel.com
Amy Ziegler
Global Personal Care Analyst