Fragrance Fusion Key Trends in Home and Body Care thumbnail

Fragrance Fusion: Key Trends in Home and Body Care

Home and body fragrances came together to generate upwards of $20 billion in retail sales last year, according to our just-published Cosmetics & Toiletries USA and Home Fragrances: U.S. Market Brief reports. Personal fragrance is vibrant, but consumers are pulling back on home fragrance purchases due to less time spent at home and return to social occasions.

This special report, now available for download, shines a spotlight on key developments in home and body scents, answering questions such as:

  • Where are home and body fragrance brands originating from today?
  • How is e-commerce reshaping the way consumers purchase products?
  • What’s the one trend that’s driving the boom in the fragrances industry?
  • How are leading and emerging brands like Nest, Glossier, Boy Smells, Christian Dior, and Yankee Candle, picking up on key trends?
  • What does the future hold, and what trends are likely to shape it?

The insights featured in this highlights report are taken from Kline’s in-depth Cosmetics & Toiletries USA and Home Fragrances: U.S. Market Brief reports, which are now available to subscribers. Cosmetics & Toiletries USA examines 20 product categories, including fragrances, to reveal the latest trends, market drivers, product launches, competition, marketing and retail initiatives, as well as the latest brands, and unit and forecast sales in an interactive database. Home Fragrances: U.S. Market Brief further complements this analysis, with a detailed view of candles, diffusers, room sprays, and wax melts/fragrance lamp oils. To learn more, please contact us.

Home Fragrances US Market Brief

Home Fragrances: U.S. Market Brief

Home Fragrances: U.S. Market Brief



Regional Coverage: United States

Base Year: 2021
Published: August 2022
Download Brochure

Base Year: 2022
Published: June 2023
Download Brochure


Kline is celebrating the silver jubilee of its U.S. home fragrances market report. The 25th report edition will highlight how the market is performing in an inflationary environment and whether consumer spend is sustaining at the same levels or consumers have made concessions. The report will also evaluate sales through brick-and-mortar versus e-commerce, look at how rising indie brands are expanding their distribution and product offerings, and forecast future market values and consumer demand using Kline’s enhanced predictive analytics tools.


  • Two key deliverables:
    • - Written report in presentation format
    • - Excel workbook containing data tables (retail sales for leading brands, product categories, retail channels, and forecast sales)
  • Analysis of four product categories: Scented candles, diffusers, room sprays, and wax melts/fragrance lamp oils
  • Retail channel analysis
  • Overview of key drivers, trends, competition, emerging fast growers, and marketing activities
  • Forecast sales
  • Essential/Aromatherapy oils are excluded from the analysis


Table of Contents



  • Key takeaways
  • Total market size and growth
  • Market drivers and trends
  • Product category (as listed in Table 1) and retail channel (as shown in Table 2) sales breakdown
  • Competitive landscape
  • Marketing activities
  • Outlook to 2027 including expectations for 2023

Category Profiles

  • Developments and trends
  • Product type sales breakdown
  • Sales data for leading brands (2021-2022)
  • New products and fragrance trends
  • Retail channel sales
  • Outlook to 2027 including expectation for 2023
Room sprays​
Wax melts/fragrance lamp oils
Department stores consisting of:
Low-end (Kohl’s)
Specialty (Nordstrom, Neiman Marcus)
Traditional (Macy’s, Bloomingdale’s)​
Food outlets consisting of:
Traditional supermarkets
Health and natural food stores
Direct-to-consumer consisting of:
Home-shopping networks (QVC)
Social-selling or direct-selling model
Gift and card stores consisting of:
Gift and card store chains (Hallmark)
Independent boutiques/gift stores
Drug outlets consisting of:​​
Chain drugstores (CVS, Walgreens)
Mass merchandisers consisting of:
Big-box retailers (Target, Walmart)
Dollar stores
Warehouse clubs
E-commerce Specialty stores consisting of:
Vertically integrated stores (Bath & Body Works)
Cosmetics specialty stores (Sephora)
Home goods and décor stores (HomeGoods)
Apparel specialty stores (Anthropologie)

Report Benefits

This report serves as an excellent resource for manufacturers and formulators of home fragrance products. Specifically, it provides:

  • A highly reliable and independent assessment of the market
  • Key trends impacting category and total market sales
  • Channel analysis with an eye on fast-moving channels

Price Anchor