Scent and Efficacy in Home Care
The dynamics driving innovation and growth.
Fragrances in home care applications—laundry care, air care, dishwashing and surface cleaners—mask off notes in formulations, provide differentiation to products
and brands, signal cleanliness and boost the overall consumer
According to Euromonitor ( www.euromonitor.com) figures,
home care applications comprise more than three quarters
of global fragrance volume. Fragrance sales for this category
grew at a compound annual growth rate (CAGR) of 4% for the
period 2008–2013, but is forecast to grow at a CAGR of just 2%
between 2013 and 2018. The fastest-growing fragrance region
is Asia Pacific, with a forecasted CAGR of 4% through 2018,
followed by the Middle East and Africa, which will have a CAGR
of 3% for the same period.
According to Euromonitor, product developers can apply new
scents to home care products as an easy means of differentiation.
Mature markets require a higher degree of innovation, while
emerging markets will respond to scents already established in
other parts of the world.
To illustrate, a Mintel ( www.mintel.com) analysis noted that
“[s]lightly less than a quarter of U.K. 16-24 year olds and 29%
of 25-34 year olds say that they would be willing to pay more
for surface cleaners that have exotic fragrances.”
Research and Markets ( www.researchandmarkets.com) forecasts the global laundry care segment to expand at a CAGR
of 5.1% through 2017, totaling $85 million by the end of the
forecast period. Growth is being driven by increased standards
of living in emerging markets, growing populations and changing lifestyles. Meanwhile, further demand will be created by
new product development in fabric conditioners, liquid fabric
softeners and other products.
Laundry detergents are the largest home fragrance category,
according to Euromonitor figures. However, because fragrance
delivery is its primary role, the largest share of fragrance innovation in the category occurs in fabric softeners. According
to Euromonitor, the most important fabric softener markets
include Latin America and Western Europe.
Innovation is similarly crucial in the surface care segment,
including antibacterial cleaners, probiotic products, natural
offerings and others.
Research and Markets forecasts the global laundry care segment to expand at a
CAGR of 5.1% through 2017.
According to a Mintel report, “U.K. 16-34 year olds are in
Dish Care & Air Care
fact more likely than any other groups to be interested in, and
willing to pay more for, new products, features or benefits for
hard surface cleaning products.”
Product developers that get the balance among efficacy,
convenience and the limited application of non-natural chemi-
cals will succeed, according to the Mintel analysis. As a result,
naturally positioned products are increasingly sought-after. In
addition, scent is crucial to these U.K. consumers, who will pay
a premium for scent-boosted detergent products.
Scent is crucial in the dishwashing segment because the
consumer interacts directly with the products, according to
Euromonitor. The company notes that the Middle East, Africa
and Australasia are crucial dishwashing markets, with Turkey in
According to a Mintel report, “U.K. 16-34 year olds are in fact more likely than
any other groups to be interested in, and willing to pay more for, new products,
features or benefits for hard surface cleaning products.”