True innovations behind expansion in the air fragrance market

Price competition is not quite as intense in the market of air fragrances as in other categories. Brands focus on innovation and new fragrances. According to Nóra Csizmadia, from SC Johnson Kft, two-thirds of households use air fragrances, with consumers of ABC status and women being over represented. Sales are up by 15 per cent this year in terms of value, compared to 2007. Growth has been most dynamic in three segments: electric air fragrances, battery operated devices and candles. Recent innovations, like the multiple-fragrance capacity of new electric air fragrances have been very successful. As Zita Radajkovics, from Sara Lee Hungary zRt has told us, Ambi Pur 3volution with 3 fragrances is an example of this trend.. Battery operated devices account for 14 per cent of total sales. Growth has also been dynamic in the candle segment, where Brise Scented Oils introduced by SC Johnson in 2007 has become enormously popular. Aerosol, gel and mini spray products in highly popular fragrances should be stocked in supermarkets, discount stores and small stores as these are the fastest moving items and are sold at moderate prices. Wide assortments are practical in hyper markets and drugstores. Private labels are displacing lower priced, smaller brands. The three big brands: SC Johnson, Reckitt Benckiser and Sara Lee are competing in the premium category. Their brands (Brise, Airwick, Ambipur) represent similar overall market shares, but hold different positions in different segments. Brise Sense&Spray is an innovation for 2008, which comes with a motion sensor and automatic spraying feature. Medically tested hypoallergenic products are to be launched under the Ambi Pur Puresse brand name. The multiple fragrance feature is soon to be introduced in car products as well.