The U.S. home fragrances market in 2014 Photo credit: beautyminded.be

Prestige Candles Illuminate the Home Fragrances Market

In 2014, the U.S. home fragrances market records its highest growth in the past five years, backed by luxury candles, which collectively post a very healthy gain. The solid performance of premium brands such as Diptyque, LAFCO, Nest, or Votivo helps this segment shine, also driving the overall market’s growth.

Recently released data from the 2014 edition of Kline’s Home Fragrances: U.S. Market Analysis and Opportunities report reveals that attractive packaging and scent are some of the major drivers behind this market’s growth, with most marketers focusing on these aspects more. There is also a growing trend for masculine scents, which seem to be making inroads with many brands. For example, Bath & Body Works’ Mahogany Teakwood includes a blend of mahogany, cedar, oak, and lavender, giving it a masculine edge.

Bath & Body Works’ Mahogany Teakwood Candle

Bath & Body Works’ Mahogany Teakwood Candle

The diffusers category also shows the highest growth in five years, primarily driven by active diffusers, which includes S.C. Johnson’s Glade plug-ins and Bath & Body Works’ Wallflowers. Within this segment, both mass and luxury brands have performed well. Bath & Body Works continues to register strong growth driven by its attractive balance between home décor and novelty products. Furthermore, mass brands like Glade, Febreze, and Airwick also record healthy growth due to new product launches and strong product performance.

Bath & Body Works’ Mahogany Teakwood Candle

Bath & Body Works’ Mahogany Teakwood Candle

Driven by the strong performance of mass brands, such as S.C. Johnson, as well as several smaller marketers that entered the category, wax melts continue to enjoy stellar growth. These products are perceived as safe due to the absence of an exposed flame, and they are popular for their unique capability to create personalized fragrance combinations.

Glade’s Wax Melts Warmer

Glade’s Wax Melts Warmer

Febreze’s Wax Melts Mediterranean Lavender

Febreze’s Wax Melts Mediterranean Lavender

From the distribution perspective, Internet sales continue to register double-digit growth, accounting for nearly 15% of the total U.S. home fragrances market in 2014. A presence on social media sites like Facebook, Twitter, and Pinterest becomes a standard fare in marketing strategies, as well as an essential way for brand owners to stay in touch with existing and potential customers. New product launches and promotional offers are frequently posted by all leading brands through their own websites and social media pages. Both mass and luxury marketers attempt to educate consumers about their home fragrances products; for example, Ribbon Wick’s website features a section called “Getting The Best From Your Candles,” which encourages consumers to get additional candle care information.

Ribbon Wick’s Getting The Best From Your Candles

Ribbon Wick’s Getting The Best From Your Candles

Stay ahead and learn more exciting facts about the home fragrances market in the United States from our soon-to-be-published Home Fragrance: U.S. Market Analysis and Opportunities report. Comprised of a written report and an online, interactive database, this report provides pertinent information about the size and growth, new product activity and trends, developments, competition, retail distribution, and five-year forecasts for each of the following product categories: candles, diffusers, oils, wax melts, fragrance lamps, room sprays, and other specialty products. The 2014 data is now available in Kline’s online interactive database. To find out more, contact our team.

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