U.S. Home Fragrance Market

Consolidation Results in New Companies Leading the Developments for the Home Fragrances Market

Written by: Dana Kreutzer, Analyst, Consumer Products

The home fragrances market is thriving, driven by new aesthetically pleasing products, personalization, natural ingredients, and, more importantly, the creation of new companies and multiple acquisitions in 2016.

Newell Brands officially enters the market, with the completion of its merge with Jarden Corporation, the parent company of Yankee Candle. Newell Brands also shows a further focus in growing its home fragrance portfolio by announcing the acquisition of Smith Mountain Industries, a provider of historically fast growing brands, such as WoodWick and RibbonWick. Continue reading

Natural OTCs

What’s the Impact of Natural OTCs on the Traditional OTC Market?

Laura Mahecha, our healthcare industry manager, recently attended CHPA’s President’s Forum in Malvern, PA, to speak about the dynamic adjacent OTC categories that make a mark on traditional OTCs. One of these categories is natural OTCs, which refers to non-drug, non-monograph, plant- or supplement-based, or homeopathic products that often make claims of support, prevention, maintenance, and/or treatment of minor conditions or ailments. Such products are increasingly popular among consumers and have posted healthy growth recently.

In fact, sales of natural OTCs are up 11.4% compared with 4.2% growth for traditional OTCs over the same timeframe, according to the last published editions of Kline’s Nonprescription Drugs USA and Natural OTCs: Impact of Non-drug Products on the U.S. OTC Market. Natural products offering enhanced immunity for cough/cold and digestive immunity account for more than two-thirds of the natural OTC market, but products touting improved brain health/memory are growing at the fastest pace among natural OTC brands.Continue reading

Probiotics Market

How has the Market for Probiotics Evolved into a Success Story?

In a recent blog post, we discussed the probiotics market, which widely appeals to many U.S. consumers seeking more natural solutions to their health issues, but where did it all start and how did it become so popular? Probiotics awareness specifically received its first boost in the United States with the ubiquitous advertising for Dannon’s probiotic-rich yogurt, Activia, in the early 2000s, featuring actress Jamie Lee Curtis. According to a recent research study, the benefits of probiotics are well-known, with 73% of U.S. consumers with digestive problems aware that “probiotics are used to help maintain the natural balance of organisms in the intestine.” This is up significantly from “47% aware” about 10 years ago. In addition, awareness of the term “probiotics” grew from 9% in 2002 to 60% in 2009 among adults, according to a study by the National Marketing Institute.Continue reading

Natural Personal Care

Six Key Things to Know about the Natural Personal Care Market

We have seen the natural and organic personal care market shift from a niche industry to a force of power over time, with naturals still gaining ground. As we continue to explore this market for the next edition of our Natural Personal Care Global Series report, early findings reveal another green year backed by an increasing shift of awareness from consumers towards choosing more natural products. The natural personal care market outpaces the growth of the cosmetics and toiletries market in the United States, with an estimated 9% growth in 2016 compared to the about 4% in general market in 2015. What’s behind this robust growth?Continue reading


Poised for Solid Growth, Probiotics Appeal to a Variety of Consumers and Health Issues

Over the past several years, the U.S. market for probiotics has emerged as one of the fastest growing consumer healthcare markets, consistently achieving double-digit sales growth. In 2015, according to our recently published Nonprescription Drugs USA and Natural OTCs: Impact of Non-drug Products on the U.S. OTC Market studies, the total market for probiotics is estimated at over $530 million, up above 15% since 2014. It is not uncommon for the category and some brands to achieve sales growth of 15% to 25% on a year-over-year basis. These high growth rates have been sustained by increased consumer awareness and more chronic use as consumers see the value in taking probiotics to increase their immunity rather than just help treat episodic digestive ailments. Furthermore, compared to more traditional digestive products, probiotics have relatively high retail price points, which helps drive overall sales for this market segment.Continue reading

Nutritional Health and Wellness Products

A Powerful Retail Channel in the Nutrition Industry: Multi-level Marketing

The U.S. market for nutritional supplements and wellness products is massive and valued at over $30 billion in annual retail sales. This remains an area that elicits strong consumer interest as people seek to preserve and improve their health and avoid illness. Products like digestive enzymes, vitamins and minerals, weight loss and management systems, and energy supplements provide many benefits for consumers, but confusion lingers among consumers due to the number of products available and nebulous product claims.

Mass nutrition brands sold through drug chains, mass merchandisers, health food stores, and specialty retailers account for the lion’s share of the market. Continue reading

Natural OTCs

Cough, Cold, Immunity, and Probiotics Dominate the U.S. Natural OTCs Market

Driven by consumer interest in all things natural, the market for natural OTCs increases by a strong 11.4%, compared with the overall OTC market that grew 4.2% in 2015. Natural nutritional products, including supplements for heart and brain health, grow at the fastest pace of over 30% in 2015. The natural cough/cold/immunity market, the largest category, accounting for approximately 40% of the total natural OTC market, is also growing at high single digits.

“Consumers are using these products both for prevention and immune boosting properties as well as to help aid healing when they are sick,” states Laura Mahecha, Healthcare Industry Manager for Kline Market Research. “The message of strengthening the body’s natural defenses against upper respiratory issues such as cold, cough, and allergies that have been widely advertised by brands such as Emergen-C, Zarbee’s Naturals, and Zicam resonates with consumers.”Continue reading

Home Fragrances USA Image Source: Amara Living

Unique Scents and Attractive Designs Put the U.S. Home Fragrances Market in its Strongest Position

The U.S. home fragrances market registers the strongest growth since 2010, growing by over 3% in 2015. Accounting for over 50% of total market sales, the luxury segment registers an even stronger 5% increase, according to the just-published Home Fragrances: U.S. Market Analysis and Opportunities report. Flat to declining in previous years, the mass segment also registers the highest annual growth in the last five years.

Market dynamics consist of stiff competition among the large market players and emerging independent brands. While Bath & Body Works is one of the largest and fastest growing brands among prestige candles, smaller brands, such as Nest, RibbonWick, Dyptique, and Illume, among several others, are the ones igniting the market with the strongest, double-digit growth. Driven by a strong portfolio of seasonal or limited edition scents and vibrant new product activity, growth for luxury brands outpaces the overall category.Continue reading

Home Fragrances USA

Marketers Keep Home Fragrance Sales Upbeat

The U.S. home fragrances market records the highest annual growth in the last five years. Increasing by over 3% in 2015, this mature market is driven by leading brands like Yankee Candle and Bath & Body Works, as well as stiff competition—not only among the large market-movers, but also among the independent brands making their presence notable in the industry.

Luxury candles continue to show healthy gains in 2015, driven by the solid performance of premium brands, such as Nest, Virginia, BBW, and Illume, which help this segment shine. Attractive packaging plays a strong role in product presentation, and candles are offered in all types of eye-catching containers, shapes, and sizes, the driving force behind the category’s growth. Continue reading

Natural Products Expo West

Collagen, colostrum, and “high-intensity” supplements take center stage at Natural Products Expo West

The Natural Products Expo West 2016 lived up to all of its hype, with over 77,000 attendees this year. Everywhere you turned, there were gluten-free, USDA organic, certified non-GMO, FDA registered, recyclable, environmentally friendly, yeast-free and allergen-free products of all varieties. Glossaries like natural, trusted, zero waste, and holistic were also prominent at the show. The food venue was by far the largest portion of the show, intersecting with specialty products. Another large section was also dedicated to supplements and health and beauty.Continue reading