Table of Contents
Introduction and Abbreviations
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- Introduction
- Other relevant reports
- Definition
- Abbreviations & Terms
- Abbreviations
- Terms
Executive Summary
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- Candle sales are mostly flat
- Entrances and exits
- Commodity status and fragmented supply
- Two female consumer archetypes: Youth and Baby Boomers
- Sponsorship, promotion, and celebrity endorsement
- Spa branding and other sources of inspiration for premium products
- Seasonality: an important factor in candle sales
- Winning with mass merchandisers
- Soy-based candles surge in popularity
- A future in upscale and downmarket channels
Market Drivers
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- Women are the bedrock of the candles market…
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- Figure 1: Female population projections, by age, 2000-10
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- Figure 2: How often candles are purchased, by age, December 2005
- …while older women in particular fuel demand for premium priced candles
- Growing number of households expands consumer base…
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- Figure 3: Number of households, 2000-10
- …while low interest rates spark boom in refinancing and renovation
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- Figure 4: 30-year fixed rate mortgages, 1999-2004
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- Figure 5: Incidence of home improvement activity funded by home refinancing, 2004
- Spa branding and celebrity endorsement set new standards
- …while TV decorating shows grow interest in candles
- Candle sales peak in holiday season
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- Figure 6: Number of new product claims for candles, February 2005 to February 2006
- The competition
- Alternative fragrance products cannibalize sales…
- …while competition from foreign imports drives commoditization of candles
- The price of oil increases production costs
Market Size and Trends
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- Figure 7: Total U.S. retail sales of candles, at current and constant prices, 2000-05
- Figure 8: Graph: Total U.S. retail sales of candles, at current and constant prices, 2000-05
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Market Segmentation
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- Overview
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- Figure 9: Sales of candles, by product type, 2003 and 2005
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- Figure 10: Graph: Sales of candles, by product type 2005*
- Everyday candles
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- Figure 11: Sales of everyday candles, at current and constant prices, 2000-05
- Décor candles
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- Figure 12: Sales of décor candles, at current and constant prices, 2000-05
- Novelty candles
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- Figure 13: Sales of novelty candles, at current and constant prices, 2000-05
Supply Structure
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- Foreign trade
- Imports
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- Figure 14: Candle imports, by country/region of origin, 2000-04
- Exports
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- Figure 15: Candle exports, by destination country/region, 2000-04
- Company and brand sales
- Food and drug store sales by manufacturer
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- Figure 16: Food & drug store sales of candles, by manufacturer, 2004 and 2005
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- Figure 17: Graph: Food and drug store sales of candles, by manufacturer, 2005
- Food and drug store sales by manufacturer and brand
- Everyday candles
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- Figure 18: Food & drug store sales of everyday candles, by manufacturer and brand, 2004 and 2005
- Décor candles
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- Figure 19: Food & drug store sales of décor candles, by manufacturer and brand, 2004 and 2005
- Novelty candles
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- Figure 20: Food & drug store sales of novelty candles, by manufacturer and brand, 2004 and 2005
- Major company profiles
- Blyth, Inc.
- Lancaster Colony Corporation
- Yankee Candle Company, Inc.
- S.C. Johnson & Company
- American Greetings Corporation
- Reed Candle Company
- Signature Brands
Advertising and Promotion
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- Overview
- Glade innovations use demonstration advertising
- Yankee Candle
- Related brands and old-fashioned inserts
- E-tailing
- Cause marketing
- Candle commotions
Retail Distribution
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- Retail sales
- Overview
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- Figure 21: Retail sales of candles, by channel, 2003 and 2005
- “All other” retailers
- Retail shelf product placement decisions can drive sales
- Supermarkets
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- Figure 22: Supermarket sales of candles, at current and constant prices, 2000-05
- Drug stores
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- Figure 23: Drug store sales of candles, at current and constant prices, 2000-05
- Store audit
- Candle Brands
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- Figure 24: Most prominently featured brands in stores selling candles, February 2006
- Candle retail spaces and number of SKUs sold
- Prices
- Clearances, sell-outs, nearby merchandise
- Summary
The Consumer
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- Introduction
- Candle purchasing frequency
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- Figure 25: How often candles are purchased, by gender, December 2005
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- Figure 26: How often candles are purchased, by age, December 2005
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- Figure 27: How often candles are purchased, by race/ethnicity, December 2005
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- Figure 28: How often candles are purchased, by the number of children in the household, December 2005
- Candle tastes
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- Figure 29: Types of candles purchased in the last 3 months, by age, December 2005
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- Figure 30: Types of candles purchased in the last 3 months, by race/ethnicity, December 2005
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- Figure 31: Types of candles purchased in the last 3 months, by the number of children in the household, December 2005
- Where candles are purchased
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- Figure 32: Where candles are purchased, by gender, December 2005
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- Figure 33: Where candles are purchased, by age, December 2005
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- Figure 34: Where candles are purchased, by household income, December 2005
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- Figure 35: Where candles are purchased, by race/ethnicity, December 2005
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- Figure 36: Where candles are purchased, by the number of children present in the household, December 2005
- Candles as gifts
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- Figure 37: Who candles are purchased for, by gender, age, race/ethnicity and number of people in the household, December 2005
- Factors influencing candle purchase
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- Figure 38: Attitudes toward purchasing candles, by age, December 2005
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- Figure 39: Attitudes toward purchasing candles, by race/ethnicity, December 2005
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- Figure 40: Attitudes toward purchasing candles, by number of children present in the household, December 2005
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- Figure 41: Attitudes toward purchasing candles, by marital status, December 2005
- Candles as décor items only
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- Figure 42: Use of candles as décor item, by age, December 2005
- Reasons for candle usage
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- Figure 43: Reasons for candle usage, by age, December 2005
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- Figure 44: Reasons for candle usage, by race/ethnicity, December 2005
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- Figure 45: Reasons for candle usage, by number of children in the household, December 2005
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- Figure 46: Attitudes toward use of candles, by level of educational attainment, December 2005
- Summary
Future and Forecast
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- Future trends
- Candle affinity marketing
- Soy substance and indoor air pollution: A dead end innovation?
- Air freshener market tug of war
- More premium features in the décor segment
- The call of the exotic
- Bachelor candles
- Candle freshness
- Nicer candles in dollar stores
- Market forecast
- Candles
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- Figure 47: Forecast of total U.S. sales of candles, at current and constant prices, 2005-10
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- Figure 48: Graph: Forecast of U.S. sales of candles, at current and constant prices, 2005-10
- Everyday candles
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- Figure 49: Forecast of U.S. sales of everyday candles, at current and constant prices, 2005-10
- Décor candles
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- Figure 50: Forecast of U.S. sales of décor candles, at current and constant prices, 2005-10
- Novelty candles
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- Figure 51: Forecast of U.S. sales of novelty candles, at current and constant prices, 2005-10
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
Appendix: List of Stores Audited
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- Figure 52: Stores which sell candles for Mintel store audits, February 2006
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