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Table 1 P&G market research survey on the purpose and preference for scent in household consumer products

From: A three-factor benefits framework for understanding consumer preference for scented household products: psychological interactions and implications for future development

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