Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Market size and forecast
- Competitive context
- Market drivers
- Leading FDMx companies
- Brand share—FDMx brands
- Innovation and innovators
- Incidence and frequency of use
- Use of candles, by type
- Use of candles vs. non-candle air fresheners
- Brand preferences
- Channel analysis
- Occasion-based purchase drivers
- Candle attitudes and purchase motivations
- Race and Hispanic origin
Insights and Opportunities
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- Get customers involved in product development
- Customization efforts could drive sales
- Consider targeting LGBTs
Inspire Insights
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- Trend: More People At Home Than Ever
- What's it about?
- What we’ve seen
- Specifics
- Implications
Market Size and Forecast
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- Key points
- Sales improve slightly in 2010 as economy emerges from recession
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- Figure 1: Total U.S. sales and forecast of candles, at current prices, 2005-15
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- Figure 2: Total U.S. sales and forecast of candles, at inflation-adjusted prices, 2005-15
Competitive Context
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- Key points
- Candles face tough competition from other aircare categories
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- Figure 3: Purchase of home air fresheners, 2009 and 2010
- Innovative delivery systems in some cases make other aircare options more practical and desirable
Retail Channels—Overview
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- Key points
- Most sales come from specialty and other non-FDMx retailers
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- Figure 4: Total U.S. sales and forecast of candles, at current prices, FDMx vs other channels, 2008 and 2010
FDMx Retailers
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- Key points
- FDMx channels drag down overall performance
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- Figure 5: FDMx sales and forecast of candles, at current prices, 2005-15
All Other Retailers
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- Key points
- Other retailers drive some growth with premium and innovative products
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- Figure 6: Non-FDMx sales and forecast of candles, at current prices, 2005-15
Market Drivers
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- Key points
- Home entertainment trend drives sales
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- Figure 7: Strategies for dealing with recessionary pressures, by household income, October 2009
- High unemployment drives widespread concern and undermines growth
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- Figure 8: U.S. unemployment rate, January 2007-June 2010
- Disposable income remains low; spending by wealthy on decline
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- Figure 9: Real disposable personal income, January 2007-January 2010
- Consumer confidence low and on the decline
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- Figure 10: Consumer Sentiment, January 2007-June 2010
Leading FDMx Companies
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- Key points
- SC Johnson remains dominant but Yankee posts impressive growth
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- Figure 11: FDMx sales of candles for leading companies in the U.S., 2009 and 2010
Brand Share—FDMx Brands
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- Key points
- SC Johnson
- Yankee Candle
- Lancaster
- Procter & Gamble
- Reed
- Signature Brands
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- Figure 12: FDMx brand sales candles in the U.S., 2009 and 2010
Brand Share—Specialty Brands
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- Overview
- Bath & Body Works/Slatkin & Co.
- PartyLite
- Hanna’s Candle Co.
- Chesapeake Bay Candle
- The Village Candle
- Aromatique, Inc.
Innovation and Innovators
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- Key points
- Yankee, Scentsy, Candle-lite and Slatkin drive growth with innovation
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- Figure 13: New candle product launches among companies with at least five new products in 2009, 2005-10
- Seasonal and Botanical are common positionings
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- Figure 14: New candle launches, by product claim, 2003-10
- Yankee Candle
- Bath & Body Works
- Candle-lite
Marketing Strategies
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- Overview
- Television advertisements
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- Figure 15: The Fragrance Collection by Glade, horse and carriage, TV ad, 2009
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- Figure 16: The Fragrance Collection by Glade, woman walks, TV ad, 2009
- Figure 17: Glade Holiday Candles, TV ad, 2009
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- Figure 18: Mandle Candle, TV ad, 2009
- Social media and online marketing
- SC Johnson
- Procter & Gamble
- Yankee Candle
- Chesapeake Bay Candle
- PartyLite
- Village Candle
- Bath & Body Works
Incidence and Frequency of Use
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- Key points
- Usage on the rise after sharp decline in 2008
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- Figure 19: Purchase of candles and non-candle air fresheners, 2009 and 2010
- Focus marketing and product development efforts on affluents, where demand tends to be strongest
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- Figure 20: Purchase of candles and air fresheners other than candles, by household income, May 2010
- More candles in 2010?
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- Figure 21: Purchase of candles compared to last year, 2009 and 2010
- Young adults much more likely to report increase in spending than their older counterparts
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- Figure 22: Purchase of candles compared to last year, by age, May 2010
- Most buy candles both for themselves and as gifts
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- Figure 23: Candles purchased for self or as gifts, by household income, May 2010
Candle Spend
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- Key points
- Affluents much more likely to pay premiums
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- Figure 24: Spending on candles, by household income, May 2010
- 25-44-year-olds most likely to spend more than $12 per purchase occasion
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- Figure 25: Spending on candles, by age, May 2010
Use of Candles, by Type
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- Key points
- Candles sold in reusable containers most popular
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- Figure 26: Purchase of specific types of candles in past three months, 2009 and 2010
- Young adults key target for markets of all types of candles
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- Figure 27: Purchase of specific types of candles in past three months, by age, May 2010
- Increase in multi-scent purchase suggests increased incidence of “layering”
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- Figure 28: Attitudes about candle use, 2009 and 2010
- Women and young adults more likely to engage in “layering” and prefer soy products
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- Figure 29: Attitudes about candle use, by gender, May 2010
- Figure 30: Attitudes about candle use, by age, May 2010
Use of Candles Vs. Non-candle Air Fresheners
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- Key points
- Young women represent key segment for candle manufacturers
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- Figure 31: Purchase of home air fresheners, by gender, May 2010
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- Figure 32: Purchase of home air fresheners, by age, May 2010
Brand Preferences
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- Key points
- Glade gains ground after campaign; brand awareness on the rise
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- Figure 33: Candle brands purchased in the past two years, 2009 and 2010
- Yankee, Bath & Body Works and Febreze resonate with affluents
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- Figure 34: Candle brands purchased in the past two years, by household income, May 2010
Channel Analysis
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- Key points
- Mass remains dominant as food and drug lose ground
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- Figure 35: Venues where candles are purchased, 2009 and 2010
- 25-44s key demographic for retailers
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- Figure 36: Venues where candles are purchased, by age, May 2010
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- Figure 37: Venues where candles are purchased, by household income, May 2010
Occasion-based Purchase Drivers
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- Key points
- Desire to create romance is a key purchase driver
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- Figure 38: Attitudes about candle use, 2009 and 2010
- Desire for spa-like experience motivates many women to purchase
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- Figure 39: Attitudes about candle use, by gender, May 2010
- Target young adults with the promise of romance and a spa-like experience
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- Figure 40: Attitudes about candle use, by age, May 2010
Candle Attitudes and Purchase Motivations
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- Key points
- Odor elimination remains the primary driver
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- Figure 41: Attitudes about candle use, 2009 and 2010
- Most men think there should be more masculine designs
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- Figure 42: Attitudes about candle use, by gender, May 2010
- Young adults more likely to express interest in new and premium products
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- Figure 43: Attitudes about candle use, by age, May 2010
Impact of Race and Hispanic Origin
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- Key point
- Minorities somewhat more likely to report being heavy users
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- Figure 44: Purchase of candles and non-candle air fresheners, by race/Hispanic origin, May 2010
- Blacks and Hispanics more likely to report increase in candle spending in last year
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- Figure 45: Spending on candles compared to last year, by race/Hispanic origin, May 2010
- Jar, birthday, and dinner candles especially popular with minorities
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- Figure 46: Purchase of specific types of candles in past three months, by race/Hispanic origin, May 2010
- Blacks and Hispanics more likely to prefer Glade and Bath & Body Works products
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- Figure 47: Candle brands purchased in the past two years, by race/Hispanic origin, May 2010
Cluster Analysis
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- Wickers
- Demographics
- Characteristics
- Opportunity
- Containers
- Demographics
- Characteristics
- Opportunity
- Reducers
- Demographics
- Characteristics
- Opportunity
- Cluster characteristics
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- Figure 48: Candles clusters, May 2010
- Figure 49: Purchase of home air fresheners, by candles clusters, May 2010
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- Figure 50: Purchase of candles compared to last year, by candles clusters, May 2010
- Figure 51: Type of candles purchased, by candles clusters, May 2010
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- Figure 52: Reasons for buying candles, by candles clusters, May 2010
- Cluster demographics
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- Figure 53: Candles clusters, by gender, May 2010
- Figure 54: Candles clusters, by age, May 2010
- Figure 55: Candles clusters, by household income, May 2010
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- Figure 56: Candles clusters, by race, May 2010
- Figure 57: Candles clusters, by Hispanic origin, May 2010
- Cluster methodology
Custom Consumer Groups
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- Affluent and mature minorities key segment; men aged 55+ rarely use
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- Figure 58: Incidence of candle and aircare product purchase, by key customer consumer groups, May 2010
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- Figure 59: Purchase of candles compared to last year, by key custom consumer groups, May 2010
- Manufacturers can target high-demand segments with innovative birthday and dinner table candles
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- Figure 60: Type of candles purchased, by high- and low-demand groups, May 2010
- Young affluent Hispanics are heavy spenders
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- Figure 61: Mean and median spend, by high- and low-demand groups, May 2010
- Romance, need to replace and desire to create spa-like experiences are key drivers among heavy users
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- Figure 62: Reasons for buying candles, by high- and low-demand groups, May 2010
Appendix: Other Useful Consumer Tables
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- Gender
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- Figure 63: Purchase of specific types of candles in past three months, by gender, May 2010
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- Figure 64: Venues where candles are purchased, by gender, May 2010
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- Figure 65: Candle brands purchased in the past two years, by gender, May 2010
- Household income
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- Figure 66: Purchase of specific types of candles in past three months, by household income, May 2010
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- Figure 67: Attitudes about candle use, by household income, May 2010
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- Figure 68: Attitudes about candle use, by household income, May 2010
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- Figure 69: Attitudes about candle use, by household income, May 2010
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- Figure 70: Purchase of home air fresheners, by household income, May 2010
- Age
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- Figure 71: Candle brands purchased in the past two years, by age, May 2010
- Race and Hispanic origin
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- Figure 72: Purchase of candles, by race/Hispanic origin, May 2010
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- Figure 73: Purchase of home air fresheners, by race/Hispanic origin, May 2010
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- Figure 74: Spending on candles, by race/Hispanic origin, May 2010
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- Figure 75: Venues where candles are purchased, by race/Hispanic origin, May 2010
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- Figure 76: Candles purchased for self or as gifts, by race/Hispanic origin, May 2010
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- Figure 77: Attitudes about candle use, by race/Hispanic origin, May 2010
Appendix: Trade Associations
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