Consumers have become more aware of the ingredients that are being used in their household products, with concerns over phthalates, allergies and asthma detrimental to the air-care market. Growth opportunities exist for more brands to expand into other household categories or even household appliances, as between 60 and 80 percent of U.S. consumers are interested in new products that offer added benefits beyond odor removal. U.S. air freshener sales grew by 12 percent during 2011-2013 and we expect growth will continue at about 2 to 3 percent a year into 2018. Plug-in/battery-operated was the only segment in the U.S. to see sales decline (2 percent) during 2011-2013, likely linked to its more expensive nature.
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