Commentary
Of the essence…
In April, market research firm Grand View Research (GVR) released a report
on the U.S. air freshener market. According to GVR, the total number of air
freshener cans sold in 2017 in the U.S. was estimated to be more than 300
6 Spray July 2018
Spray Technology & Marketing
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Volume 28, No. 7 July, 2018
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Editorial Director
units million with the dollar amount
for overall sales at well over $1 billion.
The market is anticipated to grow
at a rate of 3.4% over the forecast
period of 2018–2025, owing to rising
economic indicators such as disposable
income, population growth and
per capita income. Sprays/aerosols
accounted for the largest air freshener
product-type segment in 2017, “owing
to its excellent odor neutralizing properties.”
In Vision 2020: Air Care Today & Tomorrow on p.32, experts from Symrise
discuss how evolving consumer preferences are driving the home scent market.
GVR concurs, stating “Manufacturers are experimenting drastically with fragrances
in order to pacify consumer preferences in this market…” and both cite
the scents of essential oils as a key growth driver.
GVR adds, “The trend of consumers willing to pay a premium price for
aesthetic fragrances is encouraging air freshener manufacturers to expand their
product portfolio…”
That’s very true. Remember when we thought grapefruit-scented products
were a little weird and out of the comfort zone? Symrise indicates that such new
air care scents as wine, bourbon, mushroom, kale, honey and tomato leaf may
now be headed our way.
Consumer attitudes (good or bad) toward air fresheners are so key that the
Household & Commercial Products Association held its inaugural Air Care
Summit in May in conjunction with its Mid-Year Meeting. The Summit tackled
these consumer attitudes towards air care products as well as the ingredients and
fragrances that comprise them. See more on both events on p.30.
Go for the Glitterati…
In our May 2018 Commentary, I touched briefly on the “Unicorn” craze for
pearlescent pastels and rainbow glitter in personal care—with the hope that one
day soon it would cross over into sun care.
In this issue, as evidenced by our cover, we
delve deeper into the Iridescent/Festival/
Unicorn trend with a look at some recent
hair and body product launches in aerosols
and pumps that tap into the Fantasy genre
(see p. 26).
Mermaids and fairies and gnomes, oh my!