November 2016 Spray 17 In 2014, aerosol/spray air freshener products held the major market share, and product development is the key factor that is anticipated to drive the market during the estimate period of 2014–2021. After several years of lackluster results, the U.S. home fragrances market category registered the strongest growth since 2010, growing more than 3% in 2015 according to global market research and management consulting firm Kline & Co. Accounting for over 50% of total market sales, the luxury segment registered an even stronger 5% increase, according to Kline’s Home Fragrances: U.S. Market Analysis & Opportunities report. Attractive packaging continues to play a strong role in product presentation, and home fragrances offered in all types of eye-catching containers, shapes and sizes are the driving force behind the category’s growth, according to Kline executives. Standing out on the shelves, Air Wick’s new Life Scents Room Mists collection is a premium range of air fresheners “designed to make consumers feel multidimensional scent experiences.” Called Real Moments in some regions, the new mist spray features a more comfortable, user-friendly ergonomic trigger and design, according to the company. “The experience of smelling Life Scents is similar to the experience of hearing surround sound,” said Maui Valdes, Air Wick Marketing Director. “Life Scents enhances the way you experience fragrance in the home based on the science of how we smell, delivering multilayered scent experiences you find in nature and life, like the fresh, floral smell of just cut grass, country orchard apples and sweet flowers on first day of spring.” Unilever seeks to go Green with Seventh Generation purchase Unilever agreed to acquire Seventh Generation Inc., a Vermont-based company known for natural and eco-conscious cleaning products. Seventh Generation posted sales of more than $200 million last year, with compound annual growth in the double digits over the past decade, Unilever said in September. Terms of the deal weren’t disclosed. The transaction is part of a push by Unilever to claim more of the natural section of supermarket aisles. Consumers have increasingly sought out upstart brands that are seen as being environmentally friendly, putting pressure on some traditional wares. Unilever considers Seventh Generation a “purpose-driven brand,” akin to its Ben & Jerry’s and Dove products. “This addition to Unilever’s product portfolio will help us meet rising demand for high-quality products with a purpose,” Nitin Paranjpe, President of Unilever’s Home Care division, said in a statement. Unilever’s purchase of Seventh Generation is the latest in a series of Green acquisitions. Organic Monitor predicts the trend to continue as large multinationals look to build a foothold in sustainable product industries. In July, SC Johnson purchased the natural home care and personal care brand Babyganics. Like Unilever, SC Johnson will look to build distribution of its new Green brand in mass market channels. The move toward eco-friendly ingredients in household goods follows a similar move within the food industry as consumers have increasingly sought out “natural” goods. Deals in the consumer goods industry has mostly mirrored the same progression as consumers’ habits: first shoppers tend to care most about what they eat, then what they put on their bodies (skin care), and finally what’s around them (cleaning products).
Spray November 2016
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