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

Bath & Body Works Product Offerings

From Gingham to Greatness: Bath & Body Works Leads the Pack in the Beauty and Home Fragrance Market After Almost Three Decades

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

home fragrances blog mar 2019

Home Fragrances Macro Trends: Personal Care, CBD, and More

The home fragrances industry is expanding beyond candles, reed diffusers, and wax melts to bring customers their favorite candle scents in personal care items. Liquid soap and hand cream are the standard personal care items promoted in correlation with home fragrance scents. To cater to the on-the-go consumer, new formats, such as lush body washes, sugar scrubs, body lotions, bath bombs, body mists, and scented wipes, are among the many personal care items now available. Continue reading

Image credit: Gibson & Dehn

The Scented Home: What’s Trending at NY NOW

From new candle sizes to vibrant colors to limited-edition collections and scents, the trends we predicted in the home fragrances market for fall/Christmas 2017 made their debut this week at the NY NOW Gift Show.

Many of the home fragrance exhibitors that we visited are market-movers, including Archipelago, Chesapeake Bay Candle, Illume, Nest Fragrances, and Voluspa, all who recorded double-digit gains last year according to Kline’s 2016 Home Fragrances: U.S. Market Analysis and Opportunities report. Increasingly, these luxury players are bringing new elements of sophistication to the market from a scent and design perspective. Some of the highlights of what we saw on the exhibition floor are discussed below.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

Home Fragrance

Home Fragrance Goes Digital on Cyber Monday

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

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