Sensory & Fragrance Home Care & Personal Care Trends

More than half of consumers feel that fragrance is influential in shaping their haircare and personal hygiene product purchases. After all, smell is an evocative sense, allowing consumers to feel relaxed, self-confident and more connected with nature. The emotional attachment to desirable scents means fragrance can become a key source of differentiation in personal care and household products.



Report Highlights
Rising urbanization means that while general levels of air pollutions are in decline, the effect of pollution from engine exhausts is concentrated in urban areas. This leaves invisible pollution agents combining to create more visible and odorous sooty particulate matter covering skin, clothing and surfaces within the home. Lavender was highly prominent in newly introduced air fresheners and cleaning products across Europe, North America and Asia-Pacific, featuring no lower than 5th place in popularity in terms of share of new product launches in the period June 2006 to June 2007. Rose is also proving a popular scent in newly developed personal hygiene products. Women tended to reply more positively than men about the importance fragrance plays in influencing household and personal care purchases. In Europe this was universal across all product categories shown and was almost always the case in North America too with the exception of air fresheners and personal hygiene items.


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DATAMONITOR VIEW 1
CATALYST 1
SUMMARY 1
INTRODUCTION 2
ANALYSIS 3
TREND: Environmental changes will shape consumers' homecare and personal care needs 3
Consumers' personal care and household product use will be affected by changeable weather patterns 4
Consumers will need odor-busting products as water becomes a scarcer resource 5
TREND: Broad changes in household living patterns will influence cleaning and grooming product usage 6
Dutch and UK consumers are particularly squeezed for personal space 6
Urbanization in all countries is causing more consumers to live 'on top of each other' 7
Housing layout, functionality and material trends will have implications for household odors 8
Americans increasingly view the kitchen as an entertaining hub 9
The Spanish, French, Germans and Italians favor tiled floors for practical and hygiene reasons 11
The bathroom is becoming a sanctuary for escapism and pampering 11
Rising number of pets will necessitate new scented household products 11
INSIGHT: Busy, frenetic lifestyles boost the need for both invigoration, relaxation and odor control 12
Consumers are increasingly pampering in response to stress 13
Time scarcity is increasingly associated with frenetic lifestyles 14
INSIGHT: Smelling good is an important self dynamism tool 15
Fragrance use is associated with a strong confidence boost for the user 15
People feel stressed and need sensory stimulation and calming antidotes in equal measure 15
Consumers have strong dispositions towards odor and sweat minimization 16
'Fragrance-free' is valuable for many consumers and situations 17
INSIGHT: Customized fragrances remain a niche proposition 17
Make-up is the best example of consumers' uptake of attempted mass personalization 17
Custom-made fragrances remain a niche segment...for now 18
INSIGHT: The importance placed on fragrances differs between men and women and by product category 19
Smell plays a key part in mating and dating 19
Men and women value fragrance differently in diverse products 20
INSIGHT: Emerging fragrance trends battle inertia in new product launches 20
Air scenting and surface cleaning are dominated by Lemon and relaxing Lavender fragrances 21
Fragrance varies by category and region 21
Traditional and 'outdoors' scents remain popular for launches of laundry and fragrance products 22
Traditional mainstays still feature strongly in fragrance products 23
Growth patterns in Laundry care and fine fragrance scents vary by region 23
Haircare and Personal Hygiene innovations show many similar fragrance traits 24
Rose is proving a popular scent in newly developed personal hygiene products 24
Growth in aloe based innovation is apparent in Haircare while the growth of Rose based innovation is even more notable in Personal Hygiene 25
Rose is by far the most important fragrance trend in Make-up and Skincare 26
ACTIONS 28
ACTION: Innovate by thinking laterally to shake consumers out of their inertia 28
ACTION: Target women with multi-fragrance products 29
ACTION: Offer customization to individual consumers in high value personal care categories 30
ACTION: Use natural scents to maximize the sensory impact for consumers 31
ACTION: Seek out new product offering opportunities 32
ACTION: Cater for existing and future smoking bans 33
APPENDIX 34
Definitions 34
Methodology 34
Further reading 34
Ask the analyst 35
Datamonitor consulting 35
Disclaimer 35
APPENDIX 36
Definitions 36
Methodology 36
Further reading 36
Ask the analyst 36
Datamonitor consulting 37
Disclaimer 37

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Table 1: Total Air Pollution (Thousands of Metric tonnes) in selected countries, US & Europe, 2001-2011 3
Table 2: Average annual temperature in capital cities, by selected countries, US & Europe, 2001-2011 4
Table 3: Total number of houses with recyclable water systems (thousands), selected countries, US & Europe, 2001-2011 5
Table 4: Population density (Persons/Sq Km) by country, US & Europe, 2001-2011 7
Table 5: Urban population as % of overall population, by country, US & Europe, 2001-2011 8
Table 6: Most popular kitchens & bathroom flooring types, selected countries, US & Europe, 2006 10
Table 7: Most important attributes sought in kitchens & bathrooms flooring type, selected countries, US & Europe, 2006 10
Table 8: Number of cats and dogs held as pets (m) in selected countries, US & Europe, 2001-2011 12
Table 9: Working hours per year and per week* of all employed persons, by country, US & Europe, 2006-2011 13
Table 10: Combined European and US personal care spending by occasion type (US$m), 2000-2010 14
Table 11: Consumer survey: proportion of consumers who reported that they were "concerned about and are actively tackling various personal care problems" (% respondents), US & Europe, 2006 16


Figure 1: Population density (Persons/Sq Km), US & Europe, 2001-2011 6
Figure 2: Urban population as a % of overall population, US & Europe, 1990-2010 7
Figure 3: Therapeutic personal care consumption is a growing phenomenon 14
Figure 4: Personalization is set to permeate more consumer goods categories 19
Figure 5: Importance of fragrance to consumers by product category, gender and region, 2007 20
Figure 6: New product launches by flavor/fragrance, Air fresheners & Cleaning products by region, June 2006- June 2007 21
Figure 7: Percentage growth of flavor/fragrance usage in new product launches, Air fresheners & Cleaning products, by region, June 2005-06 - June 2006-07 22
Figure 8: New product launches by flavor/fragrance, Laundry products and Fragrances, by region, 2006-2007 June 2005-06 - June 2006-07 23
Figure 9: Percentage growth of flavor/fragrance usage in new product launches, Laundry products and Fragrances, by region, June 2005-06 - June 2006-07 24
Figure 10: New product launches by flavor/fragrance, Haircare and Personal Hygiene products, by region, June 2005-06 - June 2006-07 25
Figure 11: Percentage growth of flavor/fragrance usage in new product launches, Haircare and Personal Hygiene products, by region, June 2005-06 - June 2006-07 25
Figure 12: New product launches by flavor/fragrance, Make-up & Skincare products, by region, June 2005-06 - June 2006-07 26
Figure 13: Percentage growth of flavor/fragrance usage in new product launches, Make-up & Skincare products, by region, June 2005-06 - June 2006-07 27
Figure 14: Fragrances in household products could be more innovative 28
Figure 15: Ambi Pur's triple scent air freshener should reduce odor fatigue while dual-scented air freshener have practical applications for car users 29
Figure 16: Customized fragrances have the potential for mass market appeal in the future 30
Figure 17: Natural ingredients are well aligned to relaxation and re-invigoration: 2 key need states for sensory orientated products to address 31
Figure 18: Changing refuse disposal patterns will mean new sensory requirements 32
Figure 19: Smoking in the home will require specialist air fresheners and other products 33

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