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MMR/September 1,2014
S U P P L Y

S ID E

New Ideas Jolt Air Fresheners

GONESH

/V

INTRODUCING
THE GONESH

ROWER

STOP

CCJ-Esri

A NEW BOUQUET FOR EVERY DAY

NEW YORK A ir freshener

suppliers say they are developing
new products that, in addition to
masking or removing odors, of
fer natural and holistic qualities
that consumers want.
P roduct innovations are ex
p ected to co ntribute to a U.S.
a ir fresh en er m arket th a t will
grow at a compound annual rate
of 1.4% over the next five years,
according to a new report from
D u b lin -b a se d R e se a rc h and
Markets.
A rom atherapy, or the use of
scents to alter or improve ones
m ood or psychological w e ll
being, is increasingly incorpo
rated into air-fresheners and re
lated products, according to the
researchers.
Incense is sometimes used for
its arom atherapy benefits. It is
also used to mask u n p leasan t
odors and is valued as an aid in
achieving meditative and spiritu
al states of being. Incense maker
Gonesh, a unit of Genieco Inc. of
Chicago, wants to change the
image of incense in America. It

recently introduced its Flow er

Shop Collection of fragrant stick
a ir fre sh e n e rs in eight floral
scents. Its m erchandise is sold
in Kroger Co., Dollar Tree Stores
Inc, Virgin Records LTD, Albert
sons LLC and Winn-Dixie Stores
Inc. stores.
Suppliers are also responding

G E N E R A L M E R C H A N D IS E
to demand for products designed
to minimize the harmful human
and environmental effects some
tim es associated with th eir use.
Method Products Inc. has a new
line of a ir fresheners in bottles
th a t get th e ir spritzing pow er
from air pressure rather than us
ing the traditional aerosol cans,
which often use petroleum-based
liquid p ro p ellants th a t are re
leased into the room along with
the freshener.
Our fans have been clam or
ing for us to begin making air
re fre s h e rs again, so we a re

3 3 .9 % of recent incense purchasers said they prefer

floral fragrances.* G iv e y o u r customers the sweet
Air Fresheners

an d sensual scents they d e s ire w ith G O N E S H

F low er Shop. This n e w incense collection features
fresh-from -the-m eadow fra g ra n ce s that b rin g the best
o f spring to a n y room , a n y tim e.

For 12 Weeks
Ended 8/10/14

L o n g -la stin g fra g ra n t stick a ir fresheners

DOLLARSALES
$440.5 mil. (-2%)*

UNIT VOLUME
163.5 mil. (-0.9%)

Percent Change
vs.
Prior 12 Months

Percent Change
vs.
Prior 12 Months

Supermarkets
-2.3%
Drug Stores
-6.3%

Supermarkets
-3.4%
Drug Stores
-4.4%

Dollar
Sales

Unit
Volume

S afe a n d co n ve n ie n t a lte rn a tiv e to candles

E ig h t in v itin g flo ra l a ro m a s in sp ire d b y n a tu re

Top Brands

Three e y e -c a tc h in g POP (in-store) d is p la y o p tio n s

1.

AirWick

2.

Glade

$68.0 mil.

16.5 mil.

58.4 mil.

38.8 mil.

3.

Glade Plugins

48.1 mil.

9.0 mil.

For information and to order, please contact

4.

Febreze Air Effects

43.4 mil.

12.0 mil.

800 223-8217

5.

Renuzit

35.4 mil.

32.4 mil.

6.

AirWick Freshmatic

25.0 mil.

4.1 mil.

7.

Private Label

22.7 mil.

11.5 mil.

8.

Febreze Noticeables

19.2 mil.

2.6 mil.

9.

Renuzit Super Odor

8.2 mil.

6.9 mil.

Febreze Set & Refresh

8.0 mil.

2.5 mil.

ESH.COM

10.

GONESH'
STICKS

Total of superm arkets, drug stores, discount stores, m ilitary com missaries,
and selected warehouse clubs and dollar stores.

GONESH8
STICKS

especially excited to be getting

back into this space, says Josh
Handy, M ethods vice president
of product experience. Our goal
is to elevate the category by giv
ing consumers a beautiful, non
toxic product that they are actu
ally proud to use and display in
their homes.

Source: IRI

3sTcVSs

The San F rancisco company,

la u n ch ed in 2000, had h alte d
sales of a ir fresheners six years
ago. The new air fresheners with
pressurized a ir technology are
availab le exclusively through
Target Corp.s stores and web
site as p a rt of th e r e t a i l e r s
Made to M atter collection of
17 natural, organic and sustain
able brands. They are available
in five fragrances: F rench Lav
ender, Wild Poppy, Beach Sage,
Sweet Tangerine and Fresh Clo
ver, and have a suggested retail
price of $5.
Estimates of the size of the U.S.
air freshener market range from
nearly $6 billion to about $8 bil
lion. The category is dom inated
by some of the n atio n s largest
consum er products brands, in
cluding S.C. Johnson & Son Inc.s
G lade and P ro c te r & Gamble
Co.s Febreze. The latter has re
leased Febreze Sleep Serenity
Quiet Jasm ine Bedside Diffuser
a ir freshener, which the compa
ny says contains a fragrance that
promotes sleep.
C a lifo rn ia S cen ts Inc. has
launched a new a ir fresh en er
into one of the m arkets fastestgrowing segments. The [automo
tive] category has doubled in the
last couple of years, so retailers
are dedicating more space and
also investing m ore in prom o
tional efforts [to capitalize] on
this exciting tren d , a company
spokesman says.
California Scents recently in
tro d u ced its Vent Clip Palm s
autom otive a ir fre sh e n e r th a t
attaches to a vehicles air condi
tioning and heating vent, releas
ing a fragrance every tim e the
vehicle is started.

Creepy Ghouls Are All the Rage

g <Q.h e s h

STIC K S

F)

"SKS*

M OW

?Gfc:
'A ccording to a 2014 independent online survey of individuals who
have purchased incense at various retail outlets in the last 2 years conducted by an independent m arketing agency. 2014, GENIECO.

NEW YORK Playthings with

zombie, monster or other horror
themes have been among the hot
test products in the toy category,
according to the Toy Industry As
sociation (TIA), which expects
the tre n d to continue through
Halloween and beyond.
Thanks to popular movies and
TV shows such as The Walking
Dead, creepy ghouls are all the
rage across pop culture and kids
naturally want to get in on the ac
tion, says TIA trend expert Adri
enne Appell.. Whats great about
this tren d is th at th e re s some
thing out th ere for every child
younger kids will gravitate

tow ard cu te zombie and mon

ster dolls with relatable charac
ters, while tweens will love grossout toys and scarier figures.
F rom e d u c a tio n a l toys and

Toy m a k e rs a im
to r id e th e w a v e
bo ard gam es to ride-ons and
p lush, zom bie- and m onsterinspired playthings can now be
found in ju st about every seg
ment of the toy category.
The R azor Jr. M onster Kix

Scooter, for example, is aimed at

children as young as three. The
three-w heeled kick scooter has
m onster graphics and an extrawide deck to keep small children
stable while they learn to scoot.
C ardinal In d u stries has em
braced the tre n d with its Play
Doh Monster Smash board game,
w hich has gam e play th a t in
volves colorful m onsters m old
ed from Play-Doh. M attel Inc.,
meanwhile, has a line of monsterthem e dolls and toys, including
its Monster High Zombie Shake
figurines, described as ghouls
th a t have b een in fected with
zombie dance fever.

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