Within household aircare is performing the best, reports Euromonitor, due to format innovation and an increasing focus on aircare as a lifestyle accessory
10 November 2008 | 0
At a glance
- The electricals segment leads aircare, representing just over a third of all sales in the category
- Airwick is the number one brand in Ireland, with an MAT value share of 39% for October 2008 (AC Nielsen, extended scantrack incl. Dunnes Stores)
- Airwick is the key leader in three main sectors: electricals, autosprays and candles
- Kinsale Candles completed a major packaging overhaul at the end of 2006 and has achieved double digit growth ever since the design was launched
- A campaign worth €400,000 will support the Glade Flameless Candle, Scented Oils and Sense & Spray, during October, November and December
- Airwick’s Aqua Essence Diffuser creates a new premium liquid segment within the aircare category and has gained a 5% share of the total Airwick market within seven weeks of launch.
In a report published in September 2008, Euromonitor predicted that aircare will buck the trend expected in the overall homecare sector, which is experiencing a slowdown in growth as manufacturers struggle to devise new products and innovations.
A report by Mintel also confirms that the household fresheners segment is performing well within the homecare market. “The market is being driven by technological advances, notably in the time release segment, and the evolution of a wider range of formats,” states Mintel.
This broad range of formats now includes air fresheners used in the home or car, including aerosols, slow-release systems, plug-ins, scented candles and click sprays. The electricals segment, featuring ‘plug-in’ products is the leading sector within the aircare category, representing just over a third of all aircare sales.
Innovation coming up roses
In order to meet the demands of market changes within the aircare sector, Glade, maker of Ireland’s number one winter candles, is constantly innovating and launching new lines. The Glade Winter ‘Spiced Apple’ range returns for winter 2008. This is available in Glade Candle, Scented Oils (unit & refill), Electric Plug-In (unit & refill) and Flameless Candle refill. The popular Glade 2 Scents Candle Seasonal Spices also returns, with its aromatic nutmeg and winter rose, and rich cinnamon spice.
New fragrances in the Glade portfolio meanwhile, include the Glade ‘Glistening Snow’ range, with scents of fresh-cut needle and spruce, blended with notes of berries, cinnamon and orange peel, also available in Glade Candle, Scented Oils Electric Plug-In. And Glade’s new Vanilla Frost scent is available in Glade Flameless Candle and Glade Sense & Spray.
A heavyweight Glade Winter TV campaign worth €400,000 will support the Glade Flameless Candle, Scented Oils and Sense & Spray, during October, November and December. Glade Winter stands are also available to display the range instore.
Also distributed by Allegro, a new Oust 3 in 1 Aerosol has also been launched. This eliminates bad odours from the air, and kills 99.9% of bacteria on hard and soft surfaces. It is available in two fragrances, Garden Fresh and Outdoor Scent.
Combating household odours at source
The Killeen brand, as part of its drive to offer complete cleaning solutions, has increased its aircare offering over the last 12 months. Already agents for the Nice n’ Fresh spray and stick products, Killeen has introduced the best selling Killeen freshener line.
Designed to combat household odours at source, the range includes: Vacuum Fresh, Bin Fresh and Wardrobe Fresh. As well as working effectively to eliminate odours and fragrance in the home, the Killeen products are simple to use. Consumers can simply drop the Vac Fresh into a vacuum bag, stick Bin Fresh (with adjustable fragrance strength) under their bin lid or hang Wardrobe Fresh in their wardrobe.
Offered on clipstrip, the Killeen freshener provides large margins for little floor space and with the crucial Christmas season around the corner, they are the ideal impulse household purchase.
Achieving double digit growth
Kinsale Candles has been supplying quality candles to the Irish market since 1878. Kinsale Candles was the first Irish company to produce scented candles and enter the aircare category. A major packaging overhaul was completed at the end of 2006, leading to the unveiling of the new Kinsale Candles logo, a subtle design encompassing the maritime heritage of Kinsale with a candle flame. Kinsale Candles has achieved double digit growth ever since the design was launched. Today, a wide range of enticing fragrances are produced, with seasonal variants introduced at key times of the year.
The scent of success
Airwick is the number one brand in Ireland, with an MAT value share of 39% for October 2008. (AC Nielsen, extended scantrack incl. Dunnes Stores) and is key leader in three main sectors: electricals, autosprays and candles.
It’s also a leading brand in innovation; in March 2008 Airwick introduced the Electrical Symphonia gadget which is specially designed for any room in the house to ensure continuous quality fragrance. Its two fragrances deliver a natural and fresh scent every time. Thanks to this launch and their current base line products, the electricals segment is still the number one sector for aircare representing just over a third of all sales in the category.
In September 2008, Airwick introduced a new segment in this category; Aqua Essence Diffuser. Its unique formulation has delicately scented clear liquid and colour beads, its fragrance is continuously diffused through natural rattan stems. This product creates a new premium liquid segment within the aircare category and currently is a success with a 5% share of the total Airwick market within seven weeks of launch.