About this report
The US candles market has suffered substantial losses since 2006, as it faces an ongoing recession, soaring materials costs, and poor sales during recent holiday seasons. Mintel predicts that sales will continue to suffer in the current economic atmosphere, but that relief should arrive after 2010. Potential for real growth depends on developing products that meet the many air freshening and decorating needs of consumers, as well as communicating the wide range of benefits that the category delivers.
This report features in-depth analysis of these factors, as well as close examination of the following:
- How to market to consumers who are skipping discretionary purchases of candles
- How the declining housing market directly impacts sales of candles
- How soy and other eco-friendly candles tap into consumer desire to appear “green”
- The role of design in candle marketing, and how candles can be better positioned as decor
- The role of health & wellness in marketing candles as aromatherapy and relaxation aids
- Competition from sprays and plug-ins as the air care market grows
- Scope and Themes
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising Creative
- Abbreviations and terms
- Executive Summary
- Overview
- Insights and opportunities
- Competing with non-candle air care
- Insect-repelling candles can do more
- Marketing in a recession
- FDM brands have potential to expand into other retail channels
- Market sales hurt by souring economy, increasing materials costs, poor
2008 holiday season
- FDMx channels dwarfed by other channels, but hurt less in recession
- Candle sales down as home sales fall; trend for candles as air care can
help
- New/existing home sales down
- Other air freshener products impinge potential for candles as air care
- SCJ leads FDMx market; Yankee tops sales through all other channels
- Brand qualities
- Candle décor
- Eco-candles
- Candles that aid relaxation
- Glade' s appeal to tightening household budgets
- The candle consumer
- Usage
- Frequency of use
- Candle spend
- Purchasing habits and trends
- Candle purchase locations
- Brands purchased
- Attitudes and motivations
- Race and Hispanic origin
- Market Size and Forecast
- Key points
- Ongoing recession causes sales loss
- Crude oil prices impact materials costs
- Seasonal sales account for 35% of all sales
- Sales of candles
- Figure 1: Total U.S. sales and forecast of candles, at current prices,
2004-14
- Figure 2: Total U.S. sales and forecast of candles, at
inflation-adjusted prices, 2004-14
- Walmart sales
- Competitive Context
- Air care heats up, within and outside the market
- The new competitive front: green candles
- Ongoing recession hits the candle market
- Figure 3: Usage of candles compared to other types of air fresheners,
January 2008 and May-June 2009
- Retail Channels--Overview
- Key points
- Non-FDMx stores account for majority of the market
- FDMx channels and all other retailers sales of candles
- Figure 4: U.S. sales of candles, segmented by channel, 2008-09
- FDMx Retailers
- Key points
- FDMx must find further merchandising opportunities
- Sales of candles through food, drug, and mass stores
- Figure 5: Total U.S. sales and forecast of FDMx candles, at current
prices, 2004-14
- Figure 6: Total U.S. sales and forecast of FDMx candles, at
inflation-adjusted prices, 2004-14
- All Other Retailers
- Key points
- "Other" retailers comprise a wide range of channels
- Candle specialty stores
- Internet sellers
- Catalogs
- Direct-sellers
- Sales of candles through all other retailers
- Figure 7: Total U.S. sales and forecast of all other retailers candles
(non-FDMx), at current prices, 2004-14
- Figure 8: Total U.S. sales and forecast of all other retailers candles
(non-FDMx), at inflation-adjusted prices, 2004-14
- Market Drivers
- Key points
- New/existing home sales, home building down, negatively impact the candles
market
- Figure 9: Sales of new single-family homes, 2006-09
- Figure 10: Sales of existing single-family homes, 2006-09
- Figure 11: Housing starts, 2006-09
- Rising unemployment also means less candle buying
- Figure 12: U.S. unemployment rate, 2006-09
- Scented candles face competition from other types of air fresheners
- Figure 13: Usage of candles compared to other types of air fresheners,
by gender, January 2008 and May-June 2009
- Women represent primary candle buyers, but men participate
- Figure 14: Frequency of buying candles, by gender, 2005-09
- Leading FDMx Companies
- Key points
- SC Johnson still leads, but loses sales
- Figure 15: FDMx sales of leading candle companies, 2008-09
- Brand Share--FDMx Brands
- Key points
- Leading brands feel the recessionary downturn
- SC Johnson
- Lancaster
- Procter & Gamble
- Reed
- Signature Brands
- Figure 16: FDM brand sales of candles, 2008-09
- Brand Share--Specialty Brands
- Key points
- Overview
- Yankee Candle
- Hanna' s Candle Co.
- Chesapeake Bay Candle
- PartyLite
- Village Candle
- Aromatique, Inc.
- Brand Qualities
- Companies vie for design-conscious consumers
- Eco-friendly candles are heating up competition
- Candles as stress relievers
- Glade appeals to the thrifty consumer
- Innovation and Innovators
- Seasonal candles still biggest trend; botanical, green candles on the rise
- Figure 17: Trends in candle claims in new U.S. candle product launches,
2003-09
- Body care candles takes the pampering trend a step further
- Eco-friendly candles
- Specialty candles for fun, uniqueness
- Advertising and Promotion
- Overview
- Web marketing
- Yankee
- Glade
- Febreze
- TV spots--marketing Glade candles in a recession
- Glade
- Figure 18: Glade Scented Oil Candles, 2008
- Figure 19: Glade Scented Oil Candles, 2008
- Figure 20: Glade Scented Oil Candles, 2008
- Usage
- Key points
- Usage of candles as air fresheners slips more than other fresheners
- Figure 21: Usage of candles compared to other types of air fresheners,
by gender, January 2008 and May-June 2009
- Figure 22: Usage of candles compared to other types of air fresheners,
by age, May-June 2009
- Frequency of Use
- Key points
- Purchase frequency is down significantly
- Figure 23: Frequency of buying candles and air fresheners, by gender,
May-June 2009
- Figure 24: Frequency of buying candles and air fresheners, by age,
May-June 2009
- Candle Spend
- Key points
- Full-time employment, higher income, mean higher candle spending
- Figure 25: Spending per purchase on candles, May-June 2009
- Figure 26: Change from last year in spending on candles, May-June 2009
- Purchasing Habits and Trends
- Key points
- More people are not buying candles
- Figure 27: Types of candles purchased in the last three months, by
gender, January 2008 and May-June 2009
- Figure 28: Types of candles purchased in the last three months, by age,
May-June 2009
- Candle Purchase Locations
- Key points
- Mass stores most used, but all channels down from 2008
- Figure 29: Typical retail location for candle purchases, by age,
May-June 2009
- Figure 30: Typical retail location for candle purchases, by household
income, May-June 2009
- Brands Purchased
- Key points
- Leading brands continue as candles of choice
- Figure 31: Candle brands purchased in past two years, January 2008 and
May-June 2009
- Figure 32: Candle brands purchased in past two years, by age, May-June
2009
- Figure 33: Candle brands purchased in past two years, by household
income, May-June 2009
- Attitudes and Motivations
- Key points
- Most still use candles for air care; interest in soy candles grows
- Figure 34: Attitudes towards candle products, January 2008 and May-June
2009
- Figure 35: Attitudes towards candle products, by age, May-June 2009
- Race and Ethnicity
- Key points
- Blacks most likely to use non-candle air care products
- Figure 36: Usage of candles compared to other types of air fresheners,
by race/ethnicity, May-June 2009
- Whites report fewer purchases of most types of candles
- Figure 37: Types of candles purchased in the last three months, by
race/ethnicity, May-June 2009
- All races buy non-candle air fresheners more than candle air fresheners
- Figure 38: Frequency of buying candles and air fresheners, by
race/ethnicity, May-June 2009
- Ethnicities follow the norm for brand preference
- Figure 39: Candle brands purchased in past two years, by race/ethnicity,
May-June 2009
- Blacks buy at dollar stores much more than other ethnicities; Asians
prefer department stores
- Figure 40: Typical retail location for candle purchases, by
race/ethnicity, May-June 2009
- Whites appear less engaged in the candle market than other ethnicities
- Figure 41: Attitudes towards candle products, by race/ethnicity,
May-June 2009
- Appendix: Other Useful Consumer Tables
- Usage
- Figure 61: Usage of candles compared to other types of air fresheners,
by household income, May-June 2009
- Frequency of use
- Figure 62: Frequency of buying candles and air fresheners, by household
income, May-June 2009
- Candle spend
- Figure 63: Spending on candles compared to a year ago, by gender, age hh
income, race/ethnicity, employment, religion, May-June 2009
- Purchasing habits and trends
- Figure 64: Types of candles purchased in the last three months, by hh
income, May-June 2009
- Attitudes and motivations
- Figure 65: Attitudes towards candle products, by hh income, May-June 2009
- Appendix: Trade Associations
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