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Sensory & Fragrance Home Care & Personal Care Trends
Datamonitor, July 2007, Pages: 37
Introduction
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.
Scope
Quantitative data from Datamonitors proprietary consumer surveys highlighting the importance of fragrance by product category. Insights into the environmental drivers and changing living patterns affecting the personal and household care markets. In-depth analysis of the Productscan database of global product launches in Europe, North America and Asia-Pacific. Detailed action points offering practical strategies and examples of recently-launched innovative products.
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.
Reasons to Purchase
Explore regional and national differences through qualitative market data and compare different nations to plan for future developments. Gain insight into what will shape shoppers future sensory needs from products in household and personal care. Access in-depth analysis of the Productscan global database and action points that highlight existing best practice and fragrance innovation trends.
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