Abstract
Market of house hold air fresheners in Japan had been saturated recently, but new comers stimulated the growth of this market in 2005. Especially the growth of deodorizer market is worth noting and it has been created by new products which focus on odor eliminating in the air. Target of these new products are not specific odor from pet, restroom or tobacco but distinct complex smell each room has. Makers have tried to develop this kind of products with new technology, so this trend seems to continue. On the other hand, it is one of the big challenges for Japanese market that people in Japan don’t use air freshener to create good atmosphere.
