TABLE OF CONTENTS
EXECUTIVE SUMMARY 2
MARKET OVERVIEW 7
Market definition 7
Research highlights 8
Market analysis 9
MARKET VALUE 10
MARKET VOLUME 11
MARKET SEGMENTATION I 12
MARKET SEGMENTATION II 13
MARKET SHARE 14
FIVE FORCES ANALYSIS 15
Summary 15
Buyer power 17
Supplier power 18
New entrants 19
Substitutes 20
Rivalry 21
LEADING COMPANIES 22
Reckitt Benckiser PLC 22
S.C. Johnson & Son, Inc. 27
Sara Lee Corporation 29
MARKET DISTRIBUTION 34
MARKET FORECASTS 35
Market value forecast 35
Market volume forecast 36
MACROECONOMIC INDICATORS 37
APPENDIX 39
Methodology 39
Industry associations 40
Related Datamonitor research 40
Disclaimer 41
ABOUT DATAMONITOR 42
Premium Reports 42
Summary Reports 42
Datamonitor consulting 42
LIST OF TABLES
Table 1: Germany air fresheners market value: $ million, 2005–09(e) 10
Table 2: Germany air fresheners market volume: million units, 2005–09(e) 11
Table 3: Germany air fresheners market segmentation I:% share, by value, 2009(e) 12
Table 4: Germany air fresheners market segmentation II: % share, by value, 2009(e) 13
Table 5: Germany air fresheners market share: % share, by value, 2009(e) 14
Table 6: Reckitt Benckiser PLC: key facts 22
Table 7: Reckitt Benckiser PLC: key financials ($) 24
Table 8: Reckitt Benckiser PLC: key financials (£) 25
Table 9: Reckitt Benckiser PLC: key financial ratios 25
Table 10: S.C. Johnson & Son, Inc.: key facts 27
Table 11: Sara Lee Corporation: key facts 29
Table 12: Sara Lee Corporation: key financials ($) 32
Table 13: Sara Lee Corporation: key financial ratios 32
Table 14: Germany air fresheners market distribution: % share, by value, 2009(e) 34
Table 15: Germany air fresheners market value forecast: $ million, 2009–14 35
Table 16: Germany air fresheners market volume forecast: million units, 2009–14 36
Table 17: Germany size of population (million), 2005–09 37
Table 18: Germany gdp (constant 2000 prices, $ billion), 2005–09 37
Table 19: Germany gdp (current prices, $ billion), 2005–09 37
Table 20: Germany inflation, 2005–09 38
Table 21: Germany consumer price index (absolute), 2005–09 38
Table 22: Germany exchange rate, 2005–09 38
LIST OF FIGURES
Figure 1: Germany air fresheners market value: $ million, 2005–09(e) 10
Figure 2: Germany air fresheners market volume: million units, 2005–09(e) 11
Figure 3: Germany air fresheners market segmentation I:% share, by value, 2009(e) 12
Figure 4: Germany air fresheners market segmentation II: % share, by value, 2009(e) 13
Figure 5: Germany air fresheners market share: % share, by value, 2009(e) 14
Figure 6: Forces driving competition in the air fresheners market in Germany, 2009 15
Figure 7: Drivers of buyer power in the air fresheners market in Germany, 2009 17
Figure 8: Drivers of supplier power in the air fresheners market in Germany, 2009 18
Figure 9: Factors influencing the likelihood of new entrants in the air fresheners market in Germany, 2009 19
Figure 10: Factors influencing the threat of substitutes in the air fresheners market in Germany, 2009 20
Figure 11: Drivers of degree of rivalry in the air fresheners market in Germany, 2009 21
Figure 12: Reckitt Benckiser PLC: revenues & profitability 26
Figure 13: Reckitt Benckiser PLC: assets & liabilities 26
Figure 14: Sara Lee Corporation: revenues & profitability 33
Figure 15: Sara Lee Corporation: assets & liabilities 33
Figure 16: Germany air fresheners market distribution: % share, by value, 2009(e) 34
Figure 17: Germany air fresheners market value forecast: $ million, 2009–14 35
Figure 18: Germany air fresheners market volume forecast: million units, 2009–14 36
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