Household giants plan air-freshener war

SC Johnson and Procter & Gamble are gearing up for a battle over control of the UK’s £300m air-freshening market.

SC Johnson and Procter & Gamble are gearing up for a battle over control of the UK’s &£300m air-freshening market.

According to industry sources, both companies plan new product launches next year, to cash in on one of the country’s fastest-growing home care markets.

SC Johnson is to launch Air Infusions, a room-spray line with several fragrance variants.

Meanwhile, P&G is planning to launch Air Effects under its Febreze brand. Air Effects is already available in the US. Sources expect both products to be given significant marketing spends.

The news comes as research released by Mintel this week shows that British consumers are spending millions of pounds on home fragrance products.

This year, the research group predicts that the market will be worth &£302m, with household fresheners outperforming all other sectors of the UK household cleaning market. It expects the market to grow by 47 per cent over the next five years.

Mintel senior consumer analyst Michelle Strutton says: “Time pressure and the increasing importance of leisure have eroded the traditional values that made housekeeping a priority.

“There has been a departure from impeccable housekeeping and a loss of the skills to keep a clean fresh house.”

She adds: “As such, there is now a clear demand for convenience cleaning products that command premium prices but allow consumers to spruce their homes up with minimal effort.”

Latest from Marketing Week

NOT REGISTERED? IT'S FREE, QUICK AND EASY!

Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now

THE BEST CONTENT

Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.

THE BIGGEST ISSUES

From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.

PERSONAL AND PROFESSIONAL DEVELOPMENT

Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3711 or email subscriptions@marketingweek.com

If you are looking for our Jobs site, please click here