What’s Next for Home Fragrances Following the 2020 Scent Surge

What’s Next for Home Fragrances Following the 2020 Scent Surge

The pandemic ignited a renaissance for the home fragrance industry as consumers acquired a new appreciation for home scent while spending more time in their personal spaces. As we conclude research on this dynamic market for our 23rd edition in our Home Fragrances: U.S. Market Brief report series, we are anticipating the market to achieve a 17% increase in retail sales or greater, with candles notably outperforming the market. 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

The Home Fragrances Market in the United States

Free Webinar – What Lights Up the Home Fragrances Market?

The U.S. home fragrances market records its highest growth in the past five years, fueled by luxury candles and active diffusers, which show prosperous gains in 2014. Attractive packaging and scent are some of the major drivers behind this $3.7 billion burgeoning market.

To learn more about this market, join Sagar Gehra, Kline’s Senior Consultant for Consumer Practice, for a free and insightful webinar on the key findings from our imminent Home Fragrances: U.S. Market Analysis and Opportunities. The webinar will take place Thursday, June 18, 2015
8 AM PDT / 11 AM EDT / 17 PM CET
.Continue reading

Home Fragrances: U.S. Market Analysis and Opportunities

Chic Décor and Fine Home Fragrances Delight U.S. Consumers’ Senses

Praline Pecan Cobbler and the Moss and Sea Mist are not goodies from your favorite beach patisserie, but rather scents trending on the U.S. home fragrances market, which hits another year of record high growth in 2014. Accounting for over 50% of total market sales, the luxury segment continues to drive this market, shedding light on the healthy growth behind several home fragrance categories as found in Kline’s Home Fragrances: U.S. Market Analysis and Opportunities report.

While mass-market candles sales are dimming, sales of luxury candles doubled in growth in 2014. Bath & Body Works is one of the largest and fastest growing brands among prestige candles, but smaller brands, such as Nest, RibbonWick, and Dyptique, are the ones igniting the market with strong, double-digit growth and standing out through distinctive, decorative visuals and high tech identity.Continue reading

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. Continue reading

Changing Paradigms in Air Care

Changing Paradigms in Air Care

Over the past 10 years, sales of air care products have grown at a healthy compound average growth rate of 6%. While the popularity of traditional candles has subsided over this period of time, diffusers and room sprays have gained market share. Innovation in candle shapes and forms, as well as in new dispersal systems and multifunctional products has helped drive sales in all air care categories.Continue reading