The home environment is increasingly important, both as a style-statement and in terms of building a 'cocoon' – a refuge from the outside world. How a home is fragranced is becoming an element in this environment, reflecting a growing interest in interior decor and atmosphere. The household fresheners market is becoming increasingly polarised between cheaper, functional products to tackle odours in kitchens and bathrooms, and much more sophisticated 'ambience creation' in living spaces.

The home environment is increasingly important, both as a style-statement and in terms of building a 'cocoon' – a refuge from the outside world. How a home is fragranced is becoming an element in this environment, reflecting a growing interest in interior decor and atmosphere. The household fresheners market is becoming increasingly polarised between cheaper, functional products to tackle odours in kitchens and bathrooms, and much more sophisticated 'ambience creation' in living spaces.

The latter trend has pushed electrical air care into pole position in value terms, but price remains crucial and scented candles, which can be just as effective at creating ambience and come in a wider range of 'natural' fragrances and are cheaper, are now the air care mode of choice for a majority of users.

The countries examined within the Consumer Goods Intelligence series of reports are France, Germany, Italy, Spain and the UK.