High demand for air freshener pitch producers for market share

By Princewill Ekwujuru

Rising demand for air-care and increase in concerns over indoor air quality may have led to a high demand for air fresheners in the market.    The demand is further fuelled by the rapid growth in car sales, surge in number of pet ownerships, residential buildings, increase in corporate offices and rise in consumers’ willingness to use premium air fresheners.

Another factor responsible for the rise in demand is the high disposable income and improvement in lifestyle of consumers.

Other market drivers that aid demand in air fresheners include growing middle class population and increasing importance of aromatherapy in homes.

Innovations in aromatherapy and exotic aromatic compounds like aerosol propellants, fragrances, and solvents such as 2-butoxyethanol, mineral oil, and glycol ethers, which neutralizes unpleasant odour have helped to increase the demand for the  product.

These developments have however heightened competition and quest for market shares among major foreign producers with  local presence and imported brands.

The  key  brands  jostling for  market share  include  Ambi Pur  and  Febreze,  produced  by Procter & Gamble;  AirWick,  produced  by Reckitt Benckiser Incorporated;  Glade,  produced  by SC Johnson & Son Incorporated.

Others  are Renuzit  manufactured by Henkel KGaA;  Deodorizing  Air Freshener,  manufactured by Church & Dwight Incorporated;  Little  Trees  air fresheners,  manufactured by  Car-Freshener Corporation;  Sawaday  air freshener  produced  by  Kobayashi Pharmaceutical  Company Limited;   Stella  air freshener  manufactured by  Godrej Household Products Limited.

Fringe  products without brand names  are  not left  out in the battle for  market share.

These players also focus on the development of organic air fresheners to increase their market share.  While  also  introducing  innovative products like the  Sci-Fi  Air freshener, a      product which contains motion sensors, LED light, and temperature and humidity sensor.

Vanguard  Companies and Markets, C&M,  findings revealed that the  air freshener market is segmented on the basis of product  (spray/aerosols, Electric    air fresheners,  Gel,  Candles). The other segment of air fresheners   include,  solid, liquid,  papers, vents, clips and  Crystal beads.

The market is also segmented by product application such as household, offices, cars as well as type of customers such as individuals and corporate.

The findings showed that the household segment generated the highest revenue, followed by the corporate segment.

C&M also  discovered that the primary sales channels for the products include retail and business-to-business. The companies try to increase sales by efficient channel distribution. Also the companies offer a broad range of air fresheners to cater to customer requirements. Supermalls, car wash stations, convenience stores are contributing to increased sales.

Findings  by  C&M  also showed that the  most popular reason for using  air fresheners is because users like the fragrance where smell is the most important factor.

Some consumers  say they use air freshener because it refreshes the air in the room and neutralizes, eliminates bad smells and odours.

Others use it to create specific atmosphere and as a decorative item in the house or office where some natural solutions as natural scented flowers are the most popular solution.

But others feel that air fresheners’ fragrances are too strong with the conviction that the products are not environmentally friendly.

Others said that air fresheners are expensive and argued that air fresheners are not good for health.

Consumers’  reaction

Consumers were divergent in their preferences for the different brands of  air fresheners.

Majority of  the consumers  who spoke to  C&M  declared their  preference for  Ambi Pur  and  Febreze,  Air Wick  and  Glade.

A  consumer,  Dickson Eke,  Manager at  Rezon  Hotel,  Abule-Odo,  Lagos, says  he  uses  Air Wick  and  Ambi Pur  at different times  and days  to create specific atmosphere.  “I also  use  them because  of  their  lasting smell.”

Another  consumer, Ajayi  Olalemi, said  Glade  is  his favorite,  because  of  its  freshness,  and long  lasting smell.

A supermarket attendant at  Shoprite who  pleaded anonymity  said from  her observations  most of the brands are doing  well, but specifically  named  Ambi Pur,  Air Wick, Little  Trees  andGlade as  leaders  in  the Market.

Expert speaks

According to an expert,  who  preferred anonymity said air fresheners are primarily used for odour elimination some people simply use air freshener for the pleasant odour they emit.

However,  he said  air freshening is not only limited to modern day sprays, air freshening also can involve the use of organic and everyday house hold items.

According to him, the control of odour is addressed by classes of mechanisms including; Adsorption:    Adsorbents like  zeolite,  activated charcoal  or  silica gel  may be used to remove odours.

Oxidation:  Ozone,  hydrogen peroxide,  peroxide,  chlorine,  chlorate  and other  oxidizing agents  can be used to oxidize and remove organic sources of odours from surfaces and, in the case of ozone, from the air as well.

Air sanitizer: Odours caused by airborne bacterial activity can be removed by  air sanitizers  that de-activate bacteria.

Some air fresheners, according to him, have been known to have chemicals that provoke allergy and  asthma  symptoms raising argument about how safe it is to use.

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Source: Aromatherapy

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