Trends in home fragrances and air care products

From consumers to commercial users, Kline’s research knows noses

Kline & Company has the air care market well covered. Kline’s venerable Home Fragrances study covers the dynamic market of products that provide the home with scent and ambiance. Recording a compound annual growth rate (CAGR) of nearly 2.0% in the last five years, the market rises to $4.2 billion in 2017 as luxury brands remain market-movers and the candles category shines bright, driven by new product formats, ever-evolving artistic vessel designs, and wellness-inspired offerings. Double-digit gains are seen among brands like Voluspa, Chesapeake Bay Candle, Nest, Diptyque, WoodWick, Illume, and Paddywax, while HomeWorx, a new entrant created by home fragrance guru Harry Slatkin, finds success by connecting directly with consumers through the home shopping network QVC.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