My Voice.com conducted a survey on the use of deodorizers and air fresheners. The survey revealed that the percentage of respondents who use indoor deodorizers/air fresheners is just under 50% of the total, and has been on a downward trend since 2011. The survey also revealed that the number one deodorant/air freshener brand used in the past year was "Shoshuriki" by Estee, while the most favorite was "Fabreeze" by P&G. The survey also revealed that the number of respondents who use deodorizers/air fresheners for indoor use has been decreasing since 2011.

1. use of indoor deodorizers/air fresheners is on a downward trend
When asked "Do you use commercially available indoor deodorizers/air fresheners in your home?" only 47.8% responded "Yes," down 15.4 points from 63.2% in the 2011 survey and down 9.4 points from 57.2% in the 2013 survey. This is a decrease of 9.4 points from 63.2% in the 2011 survey, and a decrease of 9.4 points from 57.2% in the 2013 survey.


By gender, the use rate is higher among women. By age group, the use rate is lower among those in their 30s than among other age groups.

By region, the use rate was slightly higher in Hokkaido, Tohoku, and Kyushu than in other regions.

Deodorizers and air fresheners used in the past year
When asked which brands of deodorizers and air fresheners they used in their homes in the past year, the most popular brand, Deodorizing Power by Estee, came in first at 29.6%. This was followed by P&G's Fabreeze at 27.4%. Kobayashi's Shoshugen (21.8%) and Kao's Resesh (20.8%) followed.


Women outnumber men by 10 to 13 percentage points in the use of "Fabreeze" and "Lysesh. Fabreeze" ranked first among women 30+.

3. Most Favorite Deodorizer/Air Freshener
When asked to choose one of the deodorizers/air fresheners they use, "Fabreeze" ranked first with 17.3% of respondents. Fabreeze" came in first with 17.3%, 1.9 points ahead of "Shoshuriki," which came in first in the "deodorizers/air fresheners used in the past year," indicating the high level of satisfaction among "Fabreeze" users. The percentage of respondents who answered that they had never used a deodorizer before was higher than that of women.


By gender and age group, "Fabreeze" was ranked No. 1 among women in their 30s and younger, showing its strength. On the other hand, for men in their 40s and younger, "Deodorant Power" was No. 1. The percentage of men in their 20s and 30s was particularly high, at just under 30%, compared to the total.

4. particulars and use of indoor deodorizers/air fresheners/reasons for non-use (free answer)
"How do you use indoor deodorizers/air fresheners in your home? Please tell us specifically what you are careful about, what you are particular about, and if you use more than one, how you use them. If you do not use air fresheners, please tell us why you do not use them. A relatively large number of respondents answered that they do not like the fragrance of air fresheners, a result that confirms the declining trend in the use of air fresheners.

◆What they pay attention to when using air fresheners, how they use them, etc.
・For areas where smells are absolutely bothersome on a daily basis (toilets, garbage cans, etc.), they use spray type and place type together for different purposes. I use the spray type more often to compensate for areas where I can't deal with the placebo type. (Male, age 31)
・I place it only in the toilet and entrance where I am concerned about the smell (Female, age 18)
・I use odorless and deodorant type. If it has a smell, it might mix with the smell inside the house and become strange (Female, age 29)
・I'm worried about pet smells, so eliminating them is most important (Female, age 45)
・I use it to sterilize laundry that is dried indoors and suits that are worn only once (Female, age 56)

◆Not used
・I don't like the smell of air fresheners, so first I don't use air fresheners because I don't like their fragrance. I may use deodorizers, but I avoid using them because many packages do not match the taste of the room (Male, age 41)
・Commercial air fresheners smell too strong and disappear too quickly. (Female, age 68)
・I don't use deodorizing air fresheners because I use plasmaclusters to remove the smell of grilled meat. I don't use it because I don't like the smell (Female, age 67)

The survey was conducted from August 1 to 5, 2015 in the form of an online survey. There were 10,395 respondents. Of these, 5,314 were men and 5,081 were women.