Product category | Importance of scent in product for you | Percent endorsed |
---|---|---|
Importance of scent in household products as reported by product users | ||
Air freshener (N = 1326) | Very important | 72.3 |
Somewhat important | 24.8 | |
Not at all important | 2.9 | |
Household cleaning (N = 1665) | Very important | 41.3 |
Somewhat important | 36.9 | |
Not at all important | 21.8 | |
Laundry (N = 1722) | Very important | 54.1 |
Somewhat important | 28.0 | |
Not at all important | 17.9 | |
Question: How important is it for air freshening products, household cleaners, laundry care products to have a scent/fragrance? Respondents were given a list of responses to choose from, only one response was allowed |
Product category | Main purpose of scent in product for you | Percent endorsed |
---|---|---|
The main purpose of scent in household products | ||
Air freshener (N = 1313) | To eliminate odors from the air | 44.7 |
To make my home/car smell clean | 33.5 | |
To scent/freshen the air in my home/car | 30.2 | |
To create a pleasant ambiance/atmosphere | 29.7 | |
To make my home/car feel clean | 20.9 | |
Household cleaning (N = 1576) | To leave behind a pleasant scent after cleaning | 62.2 |
To remove unpleasant odors from surfaces | 35.9 | |
To provide a pleasant experience while cleaning | 27.5 | |
To indicate that the space has been cleaned/sanitized | 26.4 | |
To cover up any chemical odors that the cleaning product itself may have | 12.8 | |
Laundry (N = 1580) | To add a pleasant smell to fabrics | 43.8 |
To make fabrics smell clean | 40.8 | |
To remove unpleasant odors from fabrics | 38.7 | |
To make fabrics smell good for a long time | 29.8 | |
To offset any chemical odors from detergent or other (e.g., bleach) | 9.3 | |
Question: What is the main purpose of scent/fragrance in laundry care products, air freshener products, household cleaners for you, if any? Respondents were given a list of responses to choose from, more than one response was allowed. Top five responses per category are reported. Note that the percent endorsed for each item only captures what the consumer perceived as the primary purpose of scent in a product; secondary reasons such as liking of scent are not reflected here |
Task | Sign of a job well done | Percent endorsed |
---|---|---|
Signal of a job well done when cleaning and doing laundry | ||
Cleaning your home (N = 1763) | When it looks clean | 75.0 |
When it smells clean | 54.1 | |
When it feels clean | 33.1 | |
Other | 1.4 | |
Washing your clothes (N = 1759) | When they smell clean | 76.4 |
When they look clean | 68.3 | |
When they feel soft | 16.0 | |
Other | 1.3 | |
Question: How do you know when the job of cleaning your home, washing your clothes, or other items, is a job well done? Respondents were given a list of responses to choose from, more than one response was allowed |
Topic | Decision to re-wash | Percent endorsed |
---|---|---|
Decision of re-washing clothing if they don’t smell clean | ||
Washed clothes don’t smell clean (N = 1759) | Yes | 36.4 |
No | 31.8 | |
Sometimes | 31.8 | |
Question: After you’re done with the laundry, if the clothes or other items you’ve washed don’t smell clean, do you re-wash them? Respondents were given a list of responses to choose from, only one response was allowed |
Topic | Feeling evoked | Percent endorsed |
---|---|---|
Feelings evoked by having a home that smells good | ||
Home that smells good (N = 2000) | Clean | 64.3 |
Relaxed | 54.4 | |
Accomplished | 44.0 | |
Confident | 39.4 | |
Organized | 35.8 | |
Question: How does having a home that smells good make you feel? Respondents were given a list of responses to choose from, more than one response was allowed. Top five responses are reported |
Product category | Amount of scent preferred | Percent endorsed |
---|---|---|
Preference for amount of scent in products | ||
Air freshener (N = 1326) | A lot to a whole lot of scent | 57.9 |
Household cleaning (N = 1665) | A lot to a whole lot of scent | 27.7 |
Laundry (N = 1722) | A lot to a whole lot of scent | 40.4 |
Question: In general, how much scent do you prefer the following types of products to have? Respondents were given a scale of responses to choose from, only one response was allowed |
Topic | Emotional connection | Percent endorsed |
---|---|---|
Emotional connection to scents in household products | ||
Scents in household products (N = 1759) | Yes, certain air freshener scents | 19.8 |
Yes, certain cleaning scents | 15.7 | |
Yes, certain laundry scents | 16.4 | |
No | 64.11 | |
Question: Thinking about household products (i.e. cleaning products, laundry care products, air fresheners), are there certain scents that you are emotionally connected to? Respondents were given a list of responses to choose from, more than one response was allowed |
Product category | Feeling evoked | Percent endorsed |
---|---|---|
Feelings evoked by emotionally connected scents | ||
Emotionally connected scents in household products (N = 647) | Calm/relaxed | 66.2 |
Joyful/happy | 49.3 | |
Reassured/comforted | 46.7 | |
Nostalgic/reminiscent | 33.2 | |
Energized/stimulated | 27.2 | |
Question: How do those [emotionally connected scents from question above] make you feel? Respondents were given a list of responses to choose from, more than one response was allowed. Top five responses are reported |