After outstanding double-digit growth in 2020, the home fragrances market is poised to continue outpacing its pre-pandemic performance, with all-channel retail sales anticipated to maintain strong growth in 2021, according to Kline’s recently published Home Fragrances USA. Candles will be driving much of the growth for the next few years, as consumers will continue to work from home and place value on surrounding their home with scent. Existing trends will continue to reign, with premium products and extensive brand portfolios making an impact on the market. Continue reading
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
Boy Smells has been a player to watch in recent years in the home fragrances market, with the brand using cheeky marketing and product offerings to appeal to a new generation of consumers. It describes itself as “genderful,” encouraging consumers to embrace both masculinity and feminity, a concept that has great appeal with millennial and generation Z consumers. In 2020, Boy Smells leaned into these strategies authentically while promoting important social movements, such as Pride Month and Stop Asian Hate, alongside its products. The brand is expected to continue to push boundaries on gender identity through its collection of candles, fine fragrance, and intimate apparel as it continues to further expand into additional retailers across the United States. For additional brand insights, follow our Home Fragrances: U.S. Market Brief report.
While many retailers struggle to pay lofty rents and are forced to close doors, the iconic Bath & Body Works chain continues to be relevant after nearly 30 years.
Boasting more than 1,500 doors, mostly in malls and with average square footage at least double the size of most of its competitors, the market leader posts impressive gains of 7% and 13% in the beauty and home fragrance markets, respectively, in 2018. The brand places third in the beauty business behind Dove and L’Oréal Paris and took the reins this year as the market leader in home fragrances.Continue reading
Luxury players continue to win, moving the market forward with unique product designs and sophisticated fragrances. According to the recently published Home Fragrances: U.S. Market Analysis and Opportunities report, the mass trade class remains the key contributor of market sales while luxury players are expected to inch the segment out in 2017. Alternate channels of distribution, such as boutique beauty retail specialty stores, e-commerce, and person-to-person sales, account for nearly 45% of the market share, up from 35% just five years ago. Standout performers in these channels include Illume, Nest, and Diptyque.Continue reading
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
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
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
As the traditional post-Thanksgiving shopping rush commences on Black Friday, the new tradition for many savvy shoppers is to rush to their laptops, tablets, or smartphone and shop away today, on Cyber Monday. Many consumers will have most likely received special shopping invitations in advance with a “save the date” to get online savings for their favorite candle, diffuser or home fragrance gift. This is good news for the home fragrance market, where e-commerce sales delivered a 26% increase last year, the most impressive growth for a mature market like this.Continue reading
Ever feel like a quick pick-me-up? Needing something to help you sleep more soundly? A fragrance that triggers your favorite childhood memory? Home fragrance marketers are banking on generating emotion from memories of good times with new fragrance collections ranging from Febreze’s Sleep Serenity Collection of bedtime diffusers to Air Wick’s Familiar Favorites collection featuring Baby Magic, Snuggles, and Cinnabon scents. In 2013 scent preferences underline the classic appeal of nature-themed, and subtle fragrances, like “water,” “beach,” “air,” and “linen” are emerging as the most popular home fragrances, overtaking “floral,” “fruity,” “seasonal,” “spices,” and “masculine” fragrances.Continue reading