Home Fragrances: U.S. Market Analysis and Opportunities Data released: 1st qtr. 2012 Published: May 2012 Base Year: 2011 comprehensive analysis of the U.S. home fragrances market, focusing on key trends, developments, opportunities, and providing information on: Fragrance trends and new product activity Market size and company shares Brand sales Retail distribution Five-year forecasts Featuring an interactive online database

1. Consumer Products
In-Depth Report Series and Interactive Database Service
Home Fragrances:
U.S. Market Analysis and Opportunities
Published since 1996
Published May 2012
Base Year: 2011
A comprehensive analysis of the U.S. home fragrances market,
focusing on key trends, developments, opportunities, and providing
information on:
Fragrance trends and new product activity
Market size and company shares
Brand sales
Retail distribution
Five-year forecasts
www.KlineGroup.com
Report #Y324Q | © 2012 Kline & Company, Inc.

2. Home Fragrances:
U.S. Market Analysis and Opportunities
Report Scope
Home Fragrances: U.S. Market Analysis and Opportunities provides subscribers with a comprehensive analysis of
industry trends, market size and growth, and profiles on key marketers. This report covers the U.S. home fragrances
market, which encompasses products that are purchased to provide the home with scent and ambiance. Sales data will
be provided for the overall market, at the category level, and by company and brand.
Each of the five product categories covered in this report are analyzed along the following dimensions:
Category developments
Five-year historical sales
Category size and growth for 2011
New product activity and fragrance trends
Private-label sales
Leading marketers
Retail distribution
Five-year forecasts through 2016
Key Benefits
This report serves as an excellent resource for marketers, suppliers, and manufacturers involved in the home fragrance
market or for those interested in assessing the market. The report enables the subscriber to:
Understand their position in the overall market
Augment business plans with highly reliable insights and data
Quantify market sales by purchase channel
Track growth segments within key product categories
Identify potential strategic alliances, acquisition candidates, or customers
Subscribers receive one day of consultation time with members of the research team. This time can be used for
assistance with plans or to explore related industry information.
This report is available through a Web-based format for easy access. Subscribers have unlimited access to the report
from anywhere in the world.
Database content
Subscribers have unlimited access to the report data and written contents through our new sophisticated but easy-to-
use online database, with the following capabilities:
Search capabilities by company, brand and product category
Flexible search options
Subtotaling abilities
Easy access and downloading of sales, market shares, growth rates, and forecasts
www.KlineGroup.com Report #Y324Q | © 2012 Kline & Company, Inc.

3. Home Fragrances:
U.S. Market Analysis and Opportunities
Report Contents
1. INTRODUCTION Historical manufacturers’ sales for 2006 through 2011
New product and fragrance trends
2. EXECUTIVE SUMMARY Competition, including sales by company and brand for
2010 and 2011
This chapter provides an overview of key industry statistics Private-label activity
and trends including: Retail outlet breakdowns for 2010 and 2011
Total industry size and growth Promotional activity
Market drivers Outlook to 2016
Category and channel sales breakdown
Key lessons learned 4. COMPANIES
Challenges and opportunities
Profiles are presented for the marketers of home fragrance
Outlook to 2016
products listed in Table 2. Each profile includes:
3. PRODUCTS Overview
Corporate sales
Profiles are provided for each of the product categories listed Product offerings
in Table 1. Information provided in each category profile Home fragrance sales for 2010 and 2011
includes: Outlook and assessment
Category development
Sales data at the manufacturers’, retail, and unit levels for
2011
Table 1: Product Categories
Candles
Diffusers (adjustable solids, electric wall diffusers, reed diffusers, etc.)
Home fragrance oils, wax melts, and fragrance lamps
Room sprays
Specialty products-a
a- Includes potpourri, incense, scented ceramics, sachets, etc.
Table 2: Major Companies Profiled
www.KlineGroup.com Report #Y324Q | © 2012 Kline & Company, Inc.

4. Home Fragrances:
U.S. Market Analysis and Opportunities
Methodology
Kline is unmatched in our ability to gather hard-to-get market and competitive intelligence with a high degree of
confidence. Kline's market analysis approach places the principal emphasis on primary research techniques to
ensure that the foundation of business intelligence and insight is accurate, current, and reliable.
During the course of field research, Kline's professional staff of industry experts conducted in-depth discussions
and personal interviews with a wide range of knowledgeable industry participants and opinion leaders, including
home fragrance product manufacturers and marketers, distributors and suppliers, key retailers, public relations
executives, and other direct influencers on brand and supplier purchase decisions.
This approach has proven to be the most effective and reliable approach to obtaining accurate market data,
capturing expert insights, and identifying business opportunities. Primary research represents the bulk of our
research efforts. In addition, this analysis is supplemented by secondary research drawn from the review of
suppliers' product literature and price lists; a search of recent trade and technical literature; Internet sources; and
analysis of statistical data from government, industry, and trade associations and agencies.
Kline Credentials
Kline is a worldwide consulting and research firm dedicated to
providing the kind of insight and knowledge that helps companies Recently published or in-progress research for
find a clear path to success. The firm has served the management the Consumer Products industry includes:
consulting and market research needs of organizations in the
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performance. Kline provides clients with facts, forecasts, and
recommendations based solidly on the realities of the market.
Our market research reports and services are designed to provide subscribers with a deeper understanding of their
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www.KlineGroup.com Report #Y324Q | © 2012 Kline & Company, Inc.