Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Difficult period for sales growth
- Demographic trends may encourage growth
- Higher production costs, but competition prevents passing the cost on to consumers
- Innovation and scent drives the market
- Fragmented retail environment
- More respondents became candle purchasers between 2002 and 2006
- Brand awareness is low
- Key consumers
Market Drivers
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- Summary of findings
- Demographics
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- Figure 1: Female population projections, by age, 2002-12
- Households and homeownership
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- Figure 2: Number of households, by type, 2000-10
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- Figure 3: U.S. homeownership, by household type, 2002-05
- Holiday and seasonal factors
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- Figure 4: U.S. consumer spending on holidays, 2004-06
- Spiraling petroleum costs
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- Figure 5: Average annual crude oil pricing, 2002-06
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- Figure 6: Average annual crude oil pricing, 2002-06
- Positioning candles as lifestyle accessories
- Competing products
Market Size and Trends
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- Figure 7: Total U.S. retail sales of candles, at current and constant prices, 2001-06
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Market Segmentation
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- Overview
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- Figure 8: Sales of candles, by product type, 2004 and 2006
- Low-priced candles
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- Figure 9: Sales of low-priced candles, at current and constant prices, 2001-06
- Mid-priced candles
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- Figure 10: Sales of mid-priced candles, at current and constant prices, 2001-06
- High-end candles
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- Figure 11: Sales of high-end candles, at current and constant prices, 2001-06
Supply Structure
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- Summary of findings
- Foreign Trade
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- Figure 12: U.S. candle imports, by country/region of origin, 2002-06
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- Figure 13: U.S. candle exports, by destination country/region, 2002-06
- Company and brand sales
- Food and drug sales by manufacturer
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- Figure 14: Food, drug and mass merchandiser sales of candles, by manufacturer, 2005 and 2006
- Food and drug sales by manufacturer and brand
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- Figure 15: Food and drug sales of low-priced candles, by manufacturer and brand, 2005-06
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- Figure 16: Food and drug sales of Mid-priced candles, by manufacturer and brand, 2005-06
- Company profiles
- S.C. Johnson & Company
- Lancaster Colony Corporation
- Blyth, Inc.
- Yankee Candle Company, Inc.
- Limited Brands
Advertising and Promotion
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- Introduction
- Company activity
- S.C. Johnson & Co.
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- Figure 17: Glade Scented Oil candle commercial
- Figure 18: Glade Scented Oil candle commercial
- Yankee Candle
- Celebrity marketing
Retail Distribution
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- Summary of findings
- Sales by channel
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- Figure 19: Retail sales of candles, by channel, 2004 and 2006
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- Figure 20: Supermarket sales of candles, at current and constant prices, 2001-06
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- Figure 21: Drugstore sales of candles, at current and constant prices, 2001-06
- Other retailer channels and store audits
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- Figure 22: Candle brands/product lines sold by key stores, January 2007
The Consumer
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- Introduction
- Summary of findings
- Trended survey data
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- Figure 23: Trended candle purchases, 2002-06
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- Figure 24: Trended candle purchases, by store type, 2004-06
- Frequency of purchase
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- Figure 25: Frequency of candle/air freshener purchase, by gender, December 2006
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- Figure 26: Frequency of candle/air freshener purchase, by age, December 2006
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- Figure 27: Frequency of candle/air freshener purchase, by household income, December 2006
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- Figure 28: Frequency of candle/air freshener purchase, by race/Hispanic origin, December 2006
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- Figure 29: Frequency of candle/air freshener purchase, by household size, December 2006
- Home renovation
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- Figure 30: Incidence of home renovation/redecoration among candle purchasers and/or air freshener users, December 2006
- Motive for candle purchases
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- Figure 31: Reasons for candle purchases, by gender, December 2006
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- Figure 32: Reasons for candle purchases, by age, December 2006
- Average spending on candle purchases
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- Figure 33: Amount spent on last candle purchase, December 2006
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- Figure 34: Mean spending on candle purchases, by demographic, December 2006
- Types of candles purchased
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- Figure 35: Types of candles purchased in the past three months, by gender, December 2006
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- Figure 36: Types of candles purchased in past three months, by age, December 2006
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- Figure 37: Types of candles purchased in the past three months, by household income, December 2006
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- Figure 38: Types of candles purchased, by race/Hispanic origin, December 2006
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- Figure 39: Types of candles purchased in past three months, by household size, December 2006
- Types of stores where candles are typically purchased
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- Figure 40: Store types where candles are typically purchased, by gender, December 2006
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- Figure 41: Store types where candles are typically purchased, by age, December 2006
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- Figure 42: Store types where candles are typically purchased, by household income, December 2006
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- Figure 43: Store types where candles are typically purchased, by race/Hispanic origin, December 2006
- Brands of candles purchased
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- Figure 44: Brands of candles purchased, by gender, December 2006
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- Figure 45: Brands of candles purchased, by age, December 2006
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- Figure 46: Brands of candles purchased, by household income, December 2006
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- Figure 47: Brands of candles purchased, by race/Hispanic origin, December 2006
- Candle usage behavior
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- Figure 48: Candle usage behavior, by gender, December 2006
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- Figure 49: Candle usage behavior, by age, December 2006
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- Figure 50: Candle usage behavior, by household income, December 2006
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- Figure 51: Candle usage behavior, by race/Hispanic origin, December 2006
- Candle product interest and preferences
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- Figure 52: Opinions on various candle products, by gender, December 2006
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- Figure 53: Opinions on various candle products, by age, December 2006
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- Figure 54: Opinions on various candle products, by race/Hispanic origin, December 2006
- Candle replacement behavior
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- Figure 55: Frequency of candle replacement, December 2006
- Favorite candle scents
- Food-based scents
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- Figure 56: Preference for food-based candle scents, by gender, december 2006
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- Figure 57: Preference for food-based candle scents, by age, December 2006
- Fruit based scents
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- Figure 58: Preference for fruit-based candle scents, by gender, December 2006
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- Figure 59: Preference for fruit-based candle scents, by age, December 2006
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- Figure 60: Preference for fruit-based candle scents, by race/Hispanic origin, December 2006
- Floral scents
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- Figure 61: Preference for floral candle scents, by gender, December 2006
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- Figure 62: Preference for floral candle scents, by age, December 2006
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- Figure 63: Preference for floral candle scents, by household income, December 2006
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- Figure 64: Preference for floral candle scents, by race/Hispanic origin, December 2006
- Exotic scents
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- Figure 65: Preference for exotic candle scents, by gender, December 2006
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- Figure 66: Preference for exotic candle scents, by age, December 2006
- Other scents
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- Figure 67: Preference for other candle scents, by gender, December 2006
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- Figure 68: Preference for other candle scents, by age, December 2006
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- Figure 69: Preference for other candle scents, by race/Hispanic origin, December 2006
Future and Forecast
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- Greater focus on air freshening candles
- Targeted candle products
- Expansion of holiday/seasonal candles
- Growth of celebrity and other brand tie-ins
- Increased private label offerings
- Market forecast
- Candles
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- Figure 70: Forecast of total U.S. sales of candles, at current and constant prices, 2006-10
- Low-priced candles
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- Figure 71: Forecast of U.S. sales of low-priced candles, at current and constant prices, 2006-10
- Mid-priced candles
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- Figure 72: Forecast of U.S. sales of mid-priced candles, at current and constant prices, 2006-10
- High-end candles
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- Figure 73: Forecast of U.S. sales of high-end candles, at current and constant prices, 2006-10
- Forecast factors
Appendix: Trade Associations
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