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Younger Consumers at Forefront of Air Freshener Boom

March 6, 2007

Younger customers are at the forefront of the boom in air fresheners, which have grown up since the first Airwick and Glade sprays hit the shelves two generations ago. “The teenager today is purchasing what prior generations have looked to buy when they became young career professionals,” said Marshal Cohen, chief industry analyst at the NPD Group, a retail research company. “Younger consumers are much older today, in terms of what they’re buying.”

About a third of teenagers with scented air in their rooms buy the fresheners themselves, a third ask their parents to buy them and the other third said their parents put the freshener in, according to a survey by Weekly Reader Research, a research firm in Stamford, CT., that specializes in teenagers.

More than 1,000 new fresheners hit the market last year, exceeding the number for 2005 and 2004 combined, according to the Productscan Online service of Datamonitor. About 40% of people who buy air products started buying them in the past six years, according to a recent survey by MarketTools.
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