Table of Contents
Scopes and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations
Executive Summary
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- 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
Insights and Opportunities
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- Petroleum prices provide further motivation for natural products
- Competing in the air care market
- Safety as a selling point
- Multipurpose candles
- Functional candles
Fast Forward Trends
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- Trend: Home of the Senses
- The home is becoming the Empire of the Senses
- Evoking the senses
- Decorating scents
- No girls allowed
- Not just a boys’ club
- Trend: Slow it all down
- Life doesn’t have to be so fast
- Rest, relax and indulge…all without leaving your house
- Candles are the epicenter of the home spa
- Pulling it all together to reap the benefits
Market Size and Forecast
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- Market growth faces a slew of challenges…
- …but demographics and manufacturer innovation should buoy sales
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- Figure 1: Total U.S. sales and forecast of candles, at current prices, 2002-12
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- Figure 2: Total U.S. sales and forecast of candles, at inflation-adjusted prices, 2002-12
Competitive Context
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- 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
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- Key points
- Many top companies operate in all channels
- Non-FDM candles capture the growing designer/fragrance market
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- Figure 3: U.S. sales of candles, segmented by channel, 2005 and 2007
Non-FDM Candles
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- Figure 4: U.S. sales and forecast of non-FDM candles, at current prices, 2002-12
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- Figure 5: U.S. sales and forecast of non-FDM candles, at constant prices, 2002-12
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FDM Candles
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- Figure 6: U.S. sales and forecast of FDM candles, at current prices, 2002-12
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- Figure 7: U.S. sales and forecast of FDM candles, at constant prices, 2002-12
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Retail Channels
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- Key points
- Traditional retailers lag behind specialty and department stores
Retail Channels—Supermarkets and Food Stores
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- Figure 8: U.S. sales and forecast of candles at supermarkets, at current prices, 2002-12
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- Figure 9: U.S. sales and forecast of candles at supermarkets, at constant prices, 2002-12
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Retail Channels—Drug and Mass
Retail Channels—Other Retailers and Store Audits
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- Figure 10: U.S. sales and forecast of candles at other retailers, at current prices, 2002-12
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Retail Channels—Natural Channels
Market Drivers
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- Women primary candle buyers
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- Figure 11: Female population, by age, 2003-13
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- Figure 12: Frequency of purchasing candles—women, by age group, January 2008
- Households and home ownership
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- Figure 13: Number of female-headed households in the U.S., 1995-2010
- Soaring petroleum prices
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- Figure 14: Price of light sweet crude oil by the barrel, 2004-08
- Scented candles face competition from other types of air fresheners
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- Figure 15: Frequency of purchasing candles and air fresheners (excluding candles), by gender, January 2008
Leading Companies
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- Key point
- Candles as home lifestyle accessories
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- Figure 16: FDM sales of leading candle companies, 2005 and 2007
Brand Share—FDM Brands
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- Key points
- The marriage of fragrance and design
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- Figure 17: FDM brand sales of candles, 2005 and 2007
Brand Share—Non-FDM Brands
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- Key points
- Sales of non-FDM brands dominate market
- Non-FDM segment houses more upscale and design-oriented manufacturers
Brand Qualities
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- 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
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- Key points
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- 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
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- Overview
- Ad analysis
- SC Johnson
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- Figure 19: Glade Scented Oil Candles television ad, 2008
- Figure 20: Glade Candles television ad, 2008
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- Figure 21: Glade Scented Oil Candles television ad, 2008
- Procter & Gamble
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- Figure 22: Febreze Candles television ad, 2008
Usage
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- Key points
- Types of air fresheners used
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- Figure 23: Usage of candles compared to other types of air fresheners, by gender, January 2008
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- Figure 24: Usage of candles compared to other types of air fresheners, by age, January 2008
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- Figure 25: Rate of candle replacement, by gender and age, January 2008
Frequency of Use
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- Key points
- Purchase frequency
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- Figure 26: Frequency of buying candles and air fresheners (excluding candles), by gender, January 2008
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- Figure 27: Frequency of buying candles and air fresheners (excluding candles), by age, January 2008
Purchasing Habits and Trends
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- Key points
- Types of candles purchased
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- Figure 28: Types of candles purchased in the last three months, by gender, January 2008
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- Figure 29: Types of candles purchased in the last three months, by age, January 2008
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- Figure 30: Types of candles purchased in the last three months, by household income, January 2008
- Candle purchase locations
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- Figure 31: Preferred retail location for candle purchases, by household income, January 2008
- Brands purchased
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- Figure 32: Candle brands purchased in past two years, by age, January 2008
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- Figure 33: Candle brands purchased in past two years, by household income, January 2008
Attitudes and Motivations
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- Key points
- Reason for purchasing
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- Figure 34: Candle purchases for self or as gifts, by gender, January 2008
- Attitudes towards candles
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- Figure 35: Attitudes towards candle products, by age, January 2008
Cluster Analysis
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- Less frequent buyer
- Citrus lover/above average spenders
- Apple lover/average candle buyers
- Cluster distribution and demographics
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- Figure 36: Candles clusters, January 2008
- Figure 37: Candles clusters, by gender, January 2008
- Figure 38: Candles clusters, by age, January 2008
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- Figure 39: Candles clusters, by marital status, January 2008
Custom Consumer Groups
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- Key points
- Link between home remodeling and candle purchases
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- Figure 40: Frequency of buying candles, by those who have remodeled or redecorated their homes in the past year, January 2008
- Importance of women
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- Figure 41: Frequency of buying candles and air fresheners (excluding candles), all and women by age, January 2008
- Presence of children beneficial to candle market
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- Figure 42: Frequency of buying candles and air fresheners (excluding candles), by gender, marital status and presence of children, January 2008
IRI/Builders Panel Data
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- Brand penetration
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- Figure 43: Household sales of top ten candle brands, by household penetration for the 52 weeks ending 06/24/07
- Brand loyalty
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- Figure 44: Household sales of top ten candle brands, by sub-category volume loyalty, for the 52 weeks ending 06/24/07
- Summary
Simmons Cohort Analysis
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- Figure 45: Usage of candles compared to other types of air fresheners, by cohort, May 2006-June 2007
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Appendix: Other Useful Consumer Tables
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- Figure 46: Usage of candles compared to other types of air fresheners, by household income, January 2008
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- Figure 47: Usage of candles compared to other types of air fresheners, by race/ethnicity, January 2008
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- Figure 48: Purchase incidence of candles and air fresheners (excluding candles), by household income, January 2008
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- Figure 49: Purchase incidence of candles and air fresheners (excluding candles), by race/ethnicity, January 2008
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- Figure 50: Amount spent on last candle purchase, by gender, January 2008
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- Figure 51: Preferred retail location for candle purchases, by gender, January 2008
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- Figure 52: Preferred retail location for candle purchases, by age, January 2008
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- Figure 53: Candle purchases for self or as gifts, by age, January 2008
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- Figure 54: Candle purchases for self or as gifts, by household income, January 2008
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- Figure 55: Candle purchases for self or as gifts, by race/ethnicity, January 2008
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- Figure 56: Preferred candle scents, January 2008
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- Figure 57: Candle brands purchased in past two years, by gender, January 2008
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- Figure 58: Attitudes towards candle products, by gender, January 2008
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- Figure 59: Attitudes towards candle products, by household income, January 2008
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- Figure 60: Attitudes towards candle products, by race/ethnicity, January 2008
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- Figure 61: Rate of candle replacement, by household income, January 2008
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- Figure 62: Rate of candle replacement, by race/ethnicity, January 2008
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Appendix: IRI/Builders Panel Data Definitions
Appendix: Trade Associations
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