Abstract
The US candle industry has achieved 5% growth between 2002 and 2007, due to the increase in the number of women (the primary candle buyer) and the increase in the number of households. However, the market faces challenges in the rising price of oil (the primary ingredient in paraffin candles). This report features in-depth analysis of these and other issues, including:
- The growing popularity of high-end, designer-fragranced candles and their increasing role in home decor
- The “greening” of the market, resulting in alternative-based candles made from materials such as soybeans, beeswax, and palm oil
- Competition for candle sales from longer-lasting and more convenient air-care products such as sprays and plug-ins
- Manufacturer innovation, in the form of branding concepts that establish a single line of products designed to accomplish a number of purposes, from air care to interior design to sensory aesthetic
- The retail picture, including how candle specialty stores, department stores, home stores and other specialized retailers outsell FDM
- Complete analysis of the consumer end of the market, including usage, frequency of use, and attitudes and motivations of candle buyers
Furthermore, Mintel probes the future of the market to identify trends that are likely to help determine sales in the coming years.
This report contains US IRI InfoScan data.
Table of Contents
- Scopes and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations
- Executive Summary
- Overview
- It' s a growing market
- Candles sold through non-FDM channels garner most revenue
- FDM retailers no match for non-FDM channels
- Supply side crowded, but dominated by handful of companies
- Standout brands
- Design
- Green
- Spa/aromatherapy
- The people
- Usage
- Frequency of use
- Attitudes and motivations
- Market Size and Forecast
- Market growth faces a slew of challenges...
- ...but demographics and manufacturer innovation should buoy sales
- Figure 1: Total U.S. sales and forecast of candles, at current prices, 2002-12
- Figure 2: Total U.S. sales and forecast of candles, at inflation-adjusted prices, 2002-12
- Competitive Context
- Candle sales threatened by other air care and scenterior products
- Candles subject to economic swings
- Leading companies buoy market
- Holidays are big business
- Retail Channel Distinction
- Key points
- Many top companies operate in all channels
- Non-FDM candles capture the growing designer/fragrance market
- Figure 3: U.S. sales of candles, segmented by channel, 2005 and 2007
- Non-FDM Candles
- Figure 4: U.S. sales and forecast of non-FDM candles, at current prices, 2002-12
- Figure 5: U.S. sales and forecast of non-FDM candles, at constant prices, 2002-12
- FDM Candles
- Figure 6: U.S. sales and forecast of FDM candles, at current prices, 2002-12
- Figure 7: U.S. sales and forecast of FDM candles, at constant prices, 2002-12
- Retail Channels
- Key points
- Traditional retailers lag behind specialty and department stores
- Retail Channels--Supermarkets and Food Stores
- Figure 8: U.S. sales and forecast of candles at supermarkets, at current prices, 2002-12
- Figure 9: U.S. sales and forecast of candles at supermarkets, at constant prices, 2002-12
- Retail Channels--Drug and Mass
- Retail Channels--Other Retailers and Store Audits
- Figure 10: U.S. sales and forecast of candles at other retailers, at current prices, 2002-12
- Retail Channels--Natural Channels
- Market Drivers
- Women primary candle buyers
- Figure 11: Female population, by age, 2003-13
- Figure 12: Frequency of purchasing candles--women, by age group, January 2008
- Households and home ownership
- Figure 13: Number of female-headed households in the U.S., 1995-2010
- Soaring petroleum prices
- Figure 14: Price of light sweet crude oil by the barrel, 2004-08
- Scented candles face competition from other types of air fresheners
- Figure 15: Frequency of purchasing candles and air fresheners (excluding candles), by gender, January 2008
- Leading Companies
- Key point
- Candles as home lifestyle accessories
- Figure 16: FDM sales of leading candle companies, 2005 and 2007
- Brand Share--FDM Brands
- Key points
- The marriage of fragrance and design
- Figure 17: FDM brand sales of candles, 2005 and 2007
- Brand Share--Non-FDM Brands
- Key points
- Sales of non-FDM brands dominate market
- Non-FDM segment houses more upscale and design-oriented manufacturers
- Brand Qualities
- The battle for the design-conscious consumer
- Fragrance and design, often with a worldly twist
- Candles as wellness lifestyle items
- Green candles
- Innovation and Innovators
- Key points
- Figure 18: Trends in candle claims in new candle product launches, 2001-07
- SC Johnson and Scenterior Design
- Yankee Candle
- Candles as wellness item
- Natural products
- Fragrance/aromatherapy
- Advertising and Promotion
- Overview
- Ad analysis
- SC Johnson
- Figure 19: Glade Scented Oil Candles television ad, 2008
- Figure 20: Glade Candles television ad, 2008
- Figure 21: Glade Scented Oil Candles television ad, 2008
- Procter & Gamble
- Figure 22: Febreze Candles television ad, 2008
- Usage
- Key points
- Types of air fresheners used
- Figure 23: Usage of candles compared to other types of air fresheners, by gender, January 2008
- Figure 24: Usage of candles compared to other types of air fresheners, by age, January 2008
- Figure 25: Rate of candle replacement, by gender and age, January 2008
- Frequency of Use
- Key points
- Purchase frequency
- Figure 26: Frequency of buying candles and air fresheners (excluding candles), by gender, January 2008
- Figure 27: Frequency of buying candles and air fresheners (excluding candles), by age, January 2008
- Purchasing Habits and Trends
- Key points
- Types of candles purchased
- Figure 28: Types of candles purchased in the last three months, by gender, January 2008
- Figure 29: Types of candles purchased in the last three months, by age, January 2008
- Figure 30: Types of candles purchased in the last three months, by household income, January 2008
- Candle purchase locations
- Figure 31: Preferred retail location for candle purchases, by household income, January 2008
- Brands purchased
- Figure 32: Candle brands purchased in past two years, by age, January 2008
- Figure 33: Candle brands purchased in past two years, by household income, January 2008
- Attitudes and Motivations
- Key points
- Reason for purchasing
- Figure 34: Candle purchases for self or as gifts, by gender, January 2008
- Attitudes towards candles
- Figure 35: Attitudes towards candle products, by age, January 2008
- Simmons Cohort Analysis
- Figure 45: Usage of candles compared to other types of air fresheners, by cohort, May 2006-June 2007
- Appendix: Other Useful Consumer Tables
- Figure 46: Usage of candles compared to other types of air fresheners, by household income, January 2008
- Figure 47: Usage of candles compared to other types of air fresheners, by race/ethnicity, January 2008
- Figure 48: Purchase incidence of candles and air fresheners (excluding candles), by household income, January 2008
- Figure 49: Purchase incidence of candles and air fresheners (excluding candles), by race/ethnicity, January 2008
- Figure 50: Amount spent on last candle purchase, by gender, January 2008
- Figure 51: Preferred retail location for candle purchases, by gender, January 2008
- Figure 52: Preferred retail location for candle purchases, by age, January 2008
- Figure 53: Candle purchases for self or as gifts, by age, January 2008
- Figure 54: Candle purchases for self or as gifts, by household income, January 2008
- Figure 55: Candle purchases for self or as gifts, by race/ethnicity, January 2008
- Figure 56: Preferred candle scents, January 2008
- Figure 57: Candle brands purchased in past two years, by gender, January 2008
- Figure 58: Attitudes towards candle products, by gender, January 2008
- Figure 59: Attitudes towards candle products, by household income, January 2008
- Figure 60: Attitudes towards candle products, by race/ethnicity, January 2008
- Figure 61: Rate of candle replacement, by household income, January 2008
- Figure 62: Rate of candle replacement, by race/ethnicity, January 2008
- Appendix: Trade Associations
