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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