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2019
AUTO CARE
1
Table of Contents
T R E N D SF R AG R A N C E
C O L L E C T I O N
2 3
M AR K E T
O V E R V I E W
1
2
MARKET
OVERVIEW
1
➢ A u t o C a r e
➢ C a r A i r F r e s h e n e r
➢ C a r C l e a n i n g
3
MARKET OVERVIEW
AUTO CARE
4
MARKET OVERVIEW
CAR
AIR FRESHENER
5
$5.52
$5.57
$5.47
$5.70 $5.71$5.68
$5.75$5.77
$5.84
$5.88
$5.98
$5.20
$5.30
$5.40
$5.50
$5.60
$5.70
$5.80
$5.90
$6.00
$6.10
2012 2013 2014 2015 2016 2017 2018 2019 2020 2021 2022
Vaue (
$U
SD
)
Year
Air Fresheners: Market Value(Current Year & Forecast Projection)
The last 3 years the market has been stable in market value,
but forecasts are projected to increase at a slow but steady rate.
Source: Mintel, Market Sizes
6
Air Fresheners: Retail Market by Product Type(% by Segment, North America, 2017)
Scented Candles/burners
51%
Plug in/electric20%
Aerosols13%
Car9%
Slow release7%
Source: Mintel, Market Sizes
• Scented Candles/burners are
the top selling formats in the Air
Freshener category.
• Plug-ins/Electric Fragrance
Warmers include battery
operated/automatic products for
the home.
• 13% of the market are aerosol
products, car products with
9%, & slow release at 7%.
The car air
fresheners total US
retail sales
$556 millions in 2018
7
Car Air Fresheners: Key Leaders
Source: Mintel GNPD
8
Car Air Fresheners: Package Types(#of products, North America, 2016-2018)
Blister Pack36%
Blister Card30%
Flexible21%
Bottle7%
Tub6%
Blister Pack Blister Card Flexible Bottle Tub
Febreze Car Hawaiian Aloha Vent
Clip Air Freshener
Blister Pack Packaging
Yankee Candle Car Jar Ultimate
Sicilian Lemon Odor Neutralizing
Air Freshener
Blister Card Packaging
Little Trees Sunberry Cooler
Air Freshener
Flexible Packaging
J.R. Watkins Lemon
Room Freshener
Bottle Packaging
Citrus Magic On the Go Luxurious
New Car Solid Odor Absorber
Tub Packaging
0 5 10 15 20 25 30 35
2016
2017
2018
Units
9
Car Air Fresheners: Top Product Claims#of products, North America, 2016-2018)
Source: Mintel GNPD
• Over 30% of air care products use the claim odour neutralizing.
• 20% prefer the convenience of the product being travel friendly or on the go.
• With consumers wanting to be more environmentally conscious, the demand for Environmentally Friendly, Recyclable and Refillable products is growing.
Units
Odour Neutralising30%
On-the-Go20%
Refill/Refillable16%
Seasonal7%
Limited Edition6%
Ethical - Environmentally Friendly
5%
Recycling5%
Social Media4%
Botanical/Herbal4%
Animal friendly3%
0 5 10 15 20 25 30 35 40
2016
2017
2018
Limited Edition Seasonal Refill/Refillable On-the-Go Odour Neutralising
Evolution Top 5 Claims
10
Car Air Fresheners: Top Fragrance Groups(#of products, North America, 2016-2018)
• Car air fresheners have been around for ages and almost everyone has one inside their cars. Just like any other type of air fresheners, car air fresheners are designed to keep the car smelling nice at all times and to rid the car of any nasty odors that might otherwise make the drive unenjoyable.
Fresh & Clean38%
Gourmand20%
Fantasy & Locational
22%
Floral7%
Outdoor 5%
Fruity5%
Marine3%
Source: Mintel GNPD
0 2 4 6 8 10 12
2016
2017
2018
Key Ingredients
Lavender
Vanilla
Linen
Units
11
MARKET OVERVIEW
CAR CLEANING
12
Car Cleaning: New Product Releases(#of products, North America, 2016-2018)
14
9
26
0 5 10 15 20 25 30
2016
2017
2018
Source: Mintel GNPD
Units
13
Car Cleaning: Key Leaders & Brands
Source: Mintel GNPD
14
Car Cleaning: Key Category(#of products, North America, 2016-2018)
Hard Surface Care53%
Fabric Care25%
Paper Products19%
Pest Control3%
Hard Surface Care Fabric Care Paper Products Pest Control
0 2 4 6 8 10 12
2016
2017
2018
• Year over year, hard surface cleaners rank highest in the category topping at 53% for this market category.
• Fabric Care follows with 25%, paper products at 19%, and pest control cleaners at 3%.
Source: Mintel GNPD
Units
15
Car Cleaning: Sub-Category(#of products, North America, 2016-2018)
0 1 2 3 4 5 6 7 8
2016
2017
2018
All-Purpose/Multi-Purpose Surface Care
43%
Glass Care18%
Facial Tissue14%
Conditioners & Softeners
14%
Kitchen & Multi-Purpose Paper
11%
All-Purpose/Multi-Purpose Surface Care Glass Care
Facial Tissue Conditioners & Softeners
Kitchen & Multi-Purpose Paper
Source: Mintel GNPD
• Within hard surface cleaners, all-purpose/multi-purpose cleaners dominate the market at 43%.
Units
16
Car Cleaning: Top Product Claims(#of products, North America, 2016-2018)
Source: Mintel GNPD
• Over 36% of car cleaning products claim to be environmentally friendly.
• Safety, Simplicity and Efficacy of the product are key for the consumers.
Ethical –Environmentally
Friendly36%
Toxins Free15%
Recycling15%
Ease of Use11%
On-the-Go6%
Fragrance Free5%
Sustainable Habitat/Resources
5%
Time/Speed4%
Anti-Bacterial3%
0 5 10 15 20 25 30 35
2016
2017
2018
On-the-Go Ease of Use
Recycling Toxins Free
Ethical - Environmentally Friendly
Units
Evolution Top 5 Claims
17
Car Cleaning: Top Fragrance Groups(#of products, North America, 2016-2018)
• The right scent in car products is more desirable for the interior of the car. Consumers consider this factor when purchasing auto treatments like carpet cleaner and upholstery protectants.
• Citrus is the most popular scent followed by aromas that are fresh, marine, gourmand, green/herbal, fantasy/locational, and fruity scents.
Source: Mintel GNPD
Citrus28%
Fresh & Clean27%
Marine9%
Gourmand 9%
Green/Herbal9%
Fantasy & Locational9%
Fruity9%
Citrus Fresh & Clean Marine Gourmand Green/Herbal Fantasy & Locational Fruity
Key Ingredients
Lemon
Apple
Melon
Lavender
18
TRENDS
2
➢ E x p e r i e n t i a l
➢ C l e a n & S a f e
19
EXPERIEN
TIAL
Creating Ambiance
Innovative Scent
Digital Device
Dare & Be Fun
TRENDS
20
TRENDS - EXPERIENTIAL
▪ Support consumers' lifestyles
▪ Follow new trends
▪ Emotions & Memories
▪ Transforming aircare into an everyday essential
HyggeBohemian
Fun & Happiness
Sweet Nothings
Yankee CandleComfort
Bath & Body Works
Happy Buddha Sweet
Orange & Cedar Wood
The Ritual
Creating Ambiance
21
Glade Atmosphere
Fine Fragrance
Mist collection:
•Amber Patchouli
•Sweet Pea Pear
•Jasmine Cedarwood
•Coconut Beach
Woods
▪ Sophistication
▪ Masculine Scents
▪ Seasonal Scents
Hybrid Wax
Car GuysPumpkin
Mrs Meyers
TRENDS - EXPERIENTIAL
Innovative Scent
Black Ice
Little Trees
The Ritual of Banyu
Ritual
59%Increase in prestige home
scent products from
2016-2017
22
▪ Multi-use
▪ Multi-scented aircare
▪ New Format - Everywhere
Smooth Cologne Air Fresheners
TopCar
Car Diffuser
Diptyque
TRENDS - EXPERIENTIAL
Innovative Scent
IN THE USA
11%of aircare users say
they are interested
in portable options rising
to 20% of Millennials
Meadows & Rain collection
Febreze
Scent Pod
ESYM
23
smartphone-
controlled scent
intensity
▪ Scent control
scent intensity / for ultimate safety / convenient ambience control
Controlled scent intensity
could drive aircare sales
Selected attitudes towards aircare,
2016
of American aircare users
believe that air freshener
scents are too strong
24%
US
Base: Adult internet users aged 16+ who use aircare products
(France 1,555; Germany 1,419; Italy 1,683; Spain 1,756; UK
1,635; US 1,821 aged 18+)
smart air freshener
home technology
TRENDS - EXPERIENTIAL
Digital Device
Vent Clips 4-pack
Hawaiian Aloha Scent
Febreze Car
24
▪ Unconventional
▪ Bold
▪ Shock
Before-you-go toilet spray
Poo-PourriVIP
AirWick
Air Freshener Tablets
PottyMints
TRENDS - EXPERIENTIAL
Dare & Be Fun
25
+CLEAN
SAFE
Healthier Air
Natural & Sustainable
Add Benefits
Pet Friendly
TRENDS
26
Healthier Air
Air Purifier
Febreze
▪ Purification
▪ Anti-pollution
4.3MILLION PEOPLE
die globally each year
from indoor air pollution
Germ Killer Desinfectant
GK Mr McKenic
TRENDS – CLEAN + SAFE
Car Air Purifier
FRIEQ
Cabin Air for in-car
air purification
Blueair
27
▪ Make it Cool
Aircare and fabric fresheners that provide a cooling sensation have emerged in Asian markets and have white
space opportunities in Europe and North America.
The next boom in purpose-specific aircare products could come from on-the-go cooling fresheners or sleep-
well fabric fresheners.
“Cooling claims are increasing in aircare
launches”
Mintel Word
Air Freshener
Cool & Cool
Laundry Spray
Seiyaku Shatsu Cool
Deodorant Iced Spray
Against24 Nuage DX
Healthier Air
TRENDS – CLEAN + SAFE
28
▪ Definition
▪ Call Outs
▪ Be Real, Be Authentic
of aircare users are
interested in aircare products
made with all-natural
ingredients;
25% would pay more
84%
IN AMERICA
of parents with children aged
6-11 and 37% of parents of
children aged 12-17 or
under-5 would pay more for
natural products
43%
PARENTS PAY MORE
Source: Europe Lightspeed/Mintel ;US- Lightspeed/ Mintel; UK Lightspeed/ Mintel (databook).
Base: aircare consumers aged 16+ (France 1,479; Germany 1,360; Italy 1,639; Spain 1,681, UK 1,520; US 1,639 aged 18+)
Natural & Sustainable
TRENDS – CLEAN + SAFE
Bamboo Charcoal Car
Deodorizer and Air
Freshener Bag
Bamboo
29
▪ Wellness
▪ Aromatherapy
Base: US: 1,776 adult aircare users; China: 2,738 adults aged 20-49 who have used aircare products; Europe: Adults who
have used aircare products (755 in France, 729 in Germany, 885 in Italy, 892 in Spain)
Source: US and Europe: Lightspeed/Mintel; China, KuRunData/Mintel
of aircare users agree
that scented oils offer health
benefits (e.g. stress or
migraine relief, sleep aid);
28% of Millennials
23%
IN AMERICA
of aircare users believe
products that relieve anxiety
or stress are ideal while
43% go for those that
relieve fatigue
48%
IN CHINA
Airwick has
launched a new
essential oil mist
diffuser to include
the mass market in
the EO mindfulness
trend.
SLEEP & RELAX
RELIEVE STRESS
RECHARGE ENERGY
COMFORT & HAPPINESS
Add Benefits
TRENDS – CLEAN + SAFE
30
Odor removing spray
Fresh Wave
Pet odor eliminator
Febreze
Lavender Green Tea
Pet House Candle
Source: Mintel Insight, 2018
▪ Protect
▪ Safe
▪ Odor Neutralizing 58%
of households in the
US have at least one
pet in their home
Pet Friendly
TRENDS – CLEAN + SAFE
31
FRAGRANCE
COLLECTION
3
➢ O l f a c t i v e F a m i l i e s
➢ F r a g r a n c e S u b m i s s i o n s
➢ O l f a c t i v e M a p p i n g
32
FR
UIT
Y
FRAGRANCE COLLECTION - CAR AIR CARE
CIT
RU
S
FLO
RA
L
GO
UR
MA
ND
AR
OM
AT
IC
FR
ES
H
Olfactive Families
SE
AS
ON
AL
33
FLORAL
Flo
ral
Fru
ity F
lora
l
TOP
Sea Salt,
Coconut Water, Marine
MIDDLE
Ylang ylang, White Jasmine,
Frangipani, Heliotrope
BASE
Vanilla Orchid,
Woody, Fresh Musks
TOP
Lush Greens, Apple,
Raspberry, Pear
MIDDLE
Cyclamen, Freesia,
Peony, Violet, Lily, Rose
BASE
Rhubarb,
Sugary, Musks
BEACH FLOWER SWEET PEA PETALS
Alternate Names
Solar Flower / Fresh Cut Flowers
Alternate Names
Blushing Peony / Wild Flowers
Fragrance Submissions
CAR AIR
FRESHENER
SCENT
CAR AIR
FRESHENER
SCENT
34
FRUITY
Fru
ity A
qu
atic
Fru
ity G
ree
n
TOP
Coconut, Apple, Citrus,
Lemon, Peach, Mandarin, Berries
MIDDLE
Tropical Fruit, Jasmine,
Rose, Lily, Heliotrope, Vanilla Orchid
BASE
Cedarwood, Tonka,
Vanilla Sugar, Sweet Musks
TOP
Mango,
Apple, Tropical, Ozonic
MIDDLE
Green Leaves, Jasmine,
Rose, Cyclamen, Neroli
BASE
Woody,
Amber, Musks
ISLAND SUNSET GREEN MANGO & PALM
Alternate Names
Tiki Forest / Tropical Leaves
Alternate Names
Green Mango Blossom / Mango Tropic
Fragrance Submissions
CAR AIR
FRESHENER
SCENT
CAR
CLEANING
SCENT
35
CITRUSC
itru
s F
ruity
Fre
sh
Aq
ua
tic
TOP
Orange, Strawberry,
Raspberry, Grapefruit
MIDDLE
Rose, Geranium,
Green
BASE
Vanilla,
Coconut
TOP
Sparkling Citrus,
Bergamot, Ozonic
MIDDLE
Herbal, Lavender.
Juniper, Aquatic Florals, Mint
BASE
Sun-Drenched Woods,
Clean Musks
MANDARIN GOJI SEA SALT DRIFTWOOD
Alternate Names
Citrus Medley / Mandarin Crush
Alternate Names
Fresh Waters / Sparkling Waves
Fragrance Submissions
CAR
CLEANING
SCENT
CAR AIR
FRESHENER
SCENT
FRESH
36
Go
urm
an
d O
rie
nta
l
AROMATICA
rom
atic G
ree
n
TOP
Spearmint,
Peppermint, Aromatic
MIDDLE
Eucalyptus, Sage,
Rosemary. Lavender
BASE
Woody,
Camphor, Fir Needles
TOP
Creamy Coconut,
Citrus Blossoms
MIDDLE
Anise, Heliotrope,
Lily, Violet, Lavender
BASE
Vanilla, Woody
Amber, White Musks
COOL MINT COZY CASHMERE
Alternate Names
Eucalyptus Mint / Sage & Mint
Alternate Names
Vanilla Warmth / Tender Escape
Fragrance Submissions
CAR
CLEANING
SCENT
CAR AIR
FRESHENER
SCENT
FRESH
37
SEASONAL
Sp
icy G
ou
rma
nd
TOP
Apple Slices,
Orange Zest, Peach Nectar
MIDDLE
Pumpkin Spices,
Caramel, Milky
BASE
Sugary,
Vanilla, Coconut
APPLE PUMPKIN SPICE
Alternate Names
Apple Pumpkin Pie / Cinnamon Spice
Fragrance Submissions
CAR AIR
FRESHENER
SCENT
38
FLORAL FRUITY CITRUS GOURMAND SPICY ORIENTAL WOODYAROMATIC /
GREEN
FRESH /
OZONIC
FRAGRANCE COLLECTION - olfactive mapping
CAR AIR
FRESHENER
CAR CLEANING
Olfactive Mapping
•Beach
Flower
•Sweet
Pea
Petals
•Island
Sunset
•Green
Mango &
Palm
•Mandarin
Goji
•Sea Salt
Driftwood
•Cool
Mint
•Cozy
Cashmere
•Apple
Pumpkin
Spice
39
Latin & North America
Sozio Inc
51 Ethel Road West
Piscataway, NJ 08854 USA
Phone: (+1) 732 572 5600
Fax: (+1) 732 572 0944
AsiaJ&E Sozio Asia Ltd
Unit C6, 15/F, TML Tower
No.3 Hoi Shing Road - Tsuen Wan, N.T.
Hong Kong
Phone: (852) 2111 0842
Fax: (852) 2111 0942
Europe, Africa and Middle East
Sozio SAS
6, Rue Barbès - CS80050
92532 Levallois-Paris cedex - France
Phone: +33 (0) 1 81 93 00 60
Fax: + 33 (0) 1 81 93 00 98
∙ Perfume your world ∙