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

Home Fragrances USA

Marketers Keep Home Fragrance Sales Upbeat

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