U.S. Home Fragrance Market

Consolidation Results in New Companies Leading the Developments for the Home Fragrances Market

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 Market for Home Fragrances

The Market for Home Fragrances: Status Quo or Raising the Bar?

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

Home Fragrance Market

The Home Fragrance Market and the Smell of Success

An interview with Karen Doskow, Kline’s Director, Consumer Products, about our newest service, Shopper Insights Tracking Service for the U.S. Home Fragrances Market.

Q: After 14 years of publishing Home Fragrances: U.S. Market Analysis and Opportunities, what does this new service offer marketers and suppliers of home fragrance products?
A: It is different than our annual report insofar that its focus is on consumers. Shopper Insights Tracking Service for the U.S. Home Fragrances Market is the perfect consumer research resource for discovering pearls of information that can make a difference in marketing plans. These little jewels really uncover subtle nuances in consumer behavior and attitudes, such as a preference for masculine fragrances versus florals. We found that our consumer research findings contradict some commonly held beliefs about these fragrance types.Continue reading

Yankee Candle

Yankee Candle Company Joins Roster of Jarden’s Iconic Brands

In the world of home fragrances, new scents and repackaging are typically the most notable developments of the year. Last week’s news of Yankee Candle Company’s acquisition was noteworthy not because of the acquisition itself, which had been rumored for quite some time, but because of the company’s suitor, Jarden.

Jarden, composed of well over 100 familiar niche brands, purchased the candle company for $1.75 billion. Who is Jarden, and what are they going to do with Yankee? Nothing probably. Just continue to provide resources to help the company grow. This is the pure strategy that drives this 10-year-old company built primarily on acquisitions of iconic brands that one might find in a big box retailer ranging from Mr. Coffee to Crock Pot. Continue reading

Sprucing Up for Spring: What's Trending at NY NOW

Kline Says Home Fragrance Marketers Must Turn up the Heat in the New Economy

While there have been a few glimmers of hope, the bleak economic news continues to take a toll on the consumer products industry. However, despite lackluster sales over the past year, the home fragrances market is well-positioned to capitalize on the fact that, for a variety of reasons, consumers are spending much more time at home. This “cocooning” trend offers significant potential for home fragrance marketers to retrench and diversify in order to stay afloat – and even prosper – in the face of economic strife. More…