Known for its widely popular green cleaning products that come in design-driven packages, Method looks to conquer the air care category with its new air fresheners. Instead of relying on chemicals to get its continuous stream—such as those found in aerosols—the new air fresheners rely on air pressure. This is in line with the company’s eco-friendly mission to make cleaning safe for the consumer and the environment. The product is also the first in the industry to use clear, see-through packaging that shows how the product actually works.
And it looks like Method is right on trend with its recent launch into the air care market.
According to market analysis from Euromonitor International, a London-based market intelligence firm, providing market research, business intelligence reports, and data to industry, the improving economy is expected to encourage the growth potential of decorative and aesthetically-pleasing air fresheners. As income levels slowly increase over the forecast period, consumers will be more able and willing to purchase products that are both convenient and more aesthetically in line with the decor of their homes.
Josh Handy, vp of product experience at Method, says that the company’s goal is to elevate the category by giving consumers a beautiful, non-toxic product that they are actually proud to use and display in their homes.
That’s not to say the company won’t have some steep competition, however.
Heavy hitters in the category include SC Johnson & Son which led air care in 2013 with a 27% value share, and operates the brand Glade within the air care industry. Glade is especially strong in electric air fresheners, recording sales of US$329 million within the category in 2013. Procter & Gamble and Reckitt-Benckiser followed SC Johnson & Son in air care in 2013 with respective value shares of 22% and 20%, Euromonitor reports.
Method harnesses innovative pressurized air technology where the continuous air fresheners are packed in an airtight chamber powered by compressed air. When spritzed, the air refreshers fill the room with a non-toxic, vibrant scent.
The company gained inspiration for its fragrances by looking to nature. The five fresh scents are French Lavender, Wild Poppy, Beach Sage, Sweet Tangerine and Fresh Clover.
Consumers can find these on the shelves only at Target where the air fresheners retail for $5.