Alcone Marketing Group – Consumer Lab

The Consumer Lab is the consumer insights and brand strategy group at Alcone Marketing Group, a consumer activation company.

Home Fragrances: Febreze Boosts Sweet Smell of Success

Packaged Facts, which estimates the category’s compound annual growth between
2003 and 2007 at 6.9%, forecasts 3% annual growth over the next five years, for
total sales of $6 billion by 2012. Whereas candles once dominated the category,
home air fresheners have driven the growth over the past several years.

~A

MediaPost Publications – Home Fragrances: Febreze Boosts Sweet Smell of Success – 03/26/2008
UNIT GROWTH IN THE HOME fragrances market is sluggish, but diffusers and other higher-priced offerings–notably, Procter & Gamble’s relatively new Febreze products–helped push total sales in the sector up 3% to $5.1 billion, last year, according to a new Packaged Facts report, “Home Fragrance Products in the U.S.”

PF, which estimates the category’s compound annual growth between 2003 and 2007 at 6.9%, forecasts 3% annual growth over the next five years, for total sales of $6 billion by 2012.

Filed under: CPG, Fragrance

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