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Home Fragrances: U.S. Market Brief

 

 

Regional Coverage: United States

Base Year: 2020
Published: June 2021
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Base Year: 2021
To be published: June 2022
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Kline’s 24th edition of our U.S. home fragrances market report highlights how the market has evolved post-pandemic. It will reveal if consumers have maintained their new habits despite returning to the workplace and travel, if e-commerce is the new go-to destination for home scent discovery and product replenishment, and what impact new retail partnerships like Sephora in Kohl’s will have on the market.

Scope

  • Two key deliverables: Written report in presentation format and Excel workbook containing data tables (retail sales for leading brands, product categories, retail channels, and forecast sales)
  • Analysis of four product categories: scented candles, diffusers, room sprays, and wax melts/fragrance lamp oils
  • Retail channel analysis
  • Overview of key drivers, trends, competition, emerging fast-growers, and marketing activities
  • Forecast sales
  • Essential/aromatherapy oils are excluded from the analysis

FEATURES A FOCUS ON THE
PREMIUM SEGMENT

Table of Contents

Introduction 

Overview

  • Key takeaways
  • Total market size and growth
  • Market drivers and trends
  • Product category (as listed in Table 1) and retail channel (as shown in Table 2) sales breakdown
  • Competitive landscape
  • Outlook to 2026 including expectations for 2022

Category Profiles

  • Developments and trends
  • Product type sales breakdown
  • Sales data for leading brands (2020-2021)
  • New products and fragrance trends
  • Retail channel sales
  • Outlook to 2026 including expectation for 2022
TABLE 1. PRODUCT CATEGORIES COVERED​​​
Candles
Diffusers​
Room sprays​
Wax melts/fragrance lamp oils
TABLE 2. RETAIL CHANNELS COVERED​​​​
Department stores
Low-end (Kohl’s)
Specialty (Nordstrom, Neiman Marcus)
Traditional (Macy’s, Bloomingdale’s)​
Gift and card stores​
Gift and card store chains (Hallmark)
Independent boutiques/gift stores
Direct sales
Internet
Home-shopping networks (QVC)
Social selling or direct-selling model​​
Mass merchandisers
Big-box retailers (Target, Walmart)
Dollar stores
Warehouse clubs
Drug stores​​
Chain drugstores (CVS, Walgreens)
Independents
Specialty stores
Vertically integrated stores (Bath & Body Works)
Cosmetics specialty stores (Sephora)
Home goods and décor stores (HomeGoods)
Apparel specialty stores (Anthropologie)​
Food stores​
Traditional supermarkets
Health and natural food stores

TABLE 3. BRANDS COVERED
Air Wick DW Home Illume PartyLite Pro-V Thymes
Bath & Body Works Febreze Nest Pura WoodWick
Capri Blue Glade Otherland Renuzit Yankee Candle
Chesapeake Bay Candle HomeWorx Paddywax Scentsy

Report Benefits

This report serves as an excellent resource for manufacturers and formulators of home fragrance products. Specifically, it provides:

  • A highly reliable and independent assessment of the market
  • Key trends impacting category and total market sales
  • Channel analysis with an eye on fast-moving channels

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