Progressive Grocer - January 2011 - (Page 89)
Beyond Common Scents
Innovative fragrance delivery systems, varieties and promotions are providing new selling opportunities for manufacturers and retailers.
By Bridget Goldschmidt
ir fresheners and scented candles have long been mainstays in American homes, but of late, the category has seen steady dips, particularly in the face of an economic downturn, when such items are viewed by many consumers as extras rather than necessities.
Chesapeake Bay Candle’s recently introduced Modern Light product line offers a variety of home fragrances for aspirational female consumers fond of decorating and entertaining at home.
Conﬁrming that assertion is the most demonstrated during the peak economic recent 52-week data for the period end- spiral, manufacturers and retailers have a ed Nov. 27, 2010, from the Schaumburg, chance to play up the latest advances in Ill.-based Nielsen Company, which found the air freshener and scented candle catoverall air freshener/deodorizer dollar sales dropping 1.6 percent, following a 5.0 percent decline in the “Fragrance choice seems to be year-ago period. All air freshener the driving factor in consumer segments experienced decreases, purchases in candles.” with the happy exception of solids, which saw a 11.3 percent increase in —Eddie Owens, United dollar sales on top of 14.1 percent Supermarkets growth in 2009, helped no doubt by new product introductions — and egory which, if all goes as expected, is their more affordable price points — that poised to come up smelling like a rose. When asked which types of products piqued shopper interest. For the same period, dollar sales for appeal most to shoppers at Reading, Pa.candles and accessories fell 4.8 percent, based Redner’s Markets, Eric B. White, the while incense and scent holder dollar sales grocer’s consumer communications sperose 1.5 percent, offering further proof that cialist, cites plug-ins or electrical-based when the right items come along in terms products, which he says “require a limited of utility and price, shoppers will buy even amount of oversight or management. The timed devices are easy to manage, as the those products they deem discretionary. Further, with a more consumers ﬁnally consumer simply plugs them in and checks accustomed to adapting their purchase be- on the item in 30 days or more. Flameless havior to be slightly more liberal than was and LED ﬂickering candles are emerging as
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being more appealing due to the lack of an open ﬂame for purposes of safety, and their realistic look, which can be combined with time-released air fresheners. “Consumers are aware of the technological advances being put into the products through product marketing,” he adds, noting that Redner’s, which operates 39 Warehouse Markets and 13 Quick Shoppes in eastern Pennsylvania, Maryland and Delaware, relies most heavily “on manufacturer-driven promotions through Catalina or FSIs, while strong center store/aisle displays and proximity to seasonal merchandising are the biggest drivers in sales” of such items. Over at Lubbock, Texas-based United Supermarkets, however, director, corporate communications Eddie Owens believes that “the average consumer is probably not aware of the many differences in technology used in making candles in general.” To help bridge this knowledge gap, the grocer, which operates 50 stores in north and west Texas under the United Supermarkets,
Progressive Grocer • January 2011 •
Table of Contents for the Digital Edition of Progressive Grocer - January 2011
Progressive Grocer - January 2011
Table of Contents
Nielsen’s Shelf Stoppers/ Spotlight: Medications and Remedies/antacids
Mintel Global New Products: Salty Snacks, Meat Snacks and Popcorn, Q2-Q3 2010
Best Practices: Are We There Yet?
Store of the Month Special Edition: My H-E-B
Marketing: Circular Paradox
Gma President’s Note: United We Stand
Pg Special Events: Pg Honors 2010 Top Women, Green Grocers at Gala Event
Retailer Spotlight: Winn-Dixie’s Awakening
Category Management: Mutual Benefi Ts
Special Section: Progressive Grocer Independent: For Retailers, by Retailers
Condiments: A Matter of Taste
Butter/margarine: Promise for the Future
Desserts: Sweet Solutions
Energy Drinks/shots: Energy Drinks Get a Jolt
Winter Produce: Season of Plenty
Meat Merchandising Study: Meat to Meals
Candles/Air Fresheners: Beyond Common Scents
Front End: The Front End Checkout: A Microeconomic Model of the Store
Cough and Cold: A Tissue Please?
Whole Health: Feeling Good in 2011
Futuretech: It’s a Mad, Mobile World
Progressive Voices: Retailers’ Value Equation = Customer-Benefit Costing
Ovens and Rotisseries: Heating Up
What’s Next: Editors’ Picks for Innovative Products
Progressive Grocer - January 2011