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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- The market
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- Figure 1: U.S. retail sales and fan chart forecast of candles, at current prices, 2007-17
- Market factors
- Economic challenges contribute greatly to decline of market
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- Figure 2: University of Michigan’s index of consumer sentiment (ICS), 2007-12
- Private label offerings continue to make an impact
- Baby Boomers and growing ethnic populations may help grow sales in the future
- Though women drive this market, men are becoming a more influential segment
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- Figure 3: Candle usage, by gender, May 2012
- Retail channels
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- Figure 4: Locations purchased candles from, May 2012
- Key players
- The candle consumer
- Greatest usage comes from younger consumers; usage declines with age
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- Figure 5: Candle usage, by age, May 2012
- Candles used most often in living or family rooms
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- Figure 6: Where candles for burning are used, May 2012
- Consumers most likely to purchase candles a few times per year
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- Figure 7: Frequency of candle purchase, by gender, May 2012
- Most cited candle scent preference is for spice/ingredient scents
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- Figure 8: Preferred scents for candles for burning, May 2012
- What we think
Insights and Opportunities
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- Partnering with large brands and celebrities can drive growth
- Placing focus on design and décor of candle containers, including exterior packaging
- Help consumers experience other places, locations through candles
Issues in the Market
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- How can candle companies compete with air fresheners in a declining market landscape?
- What impact do rising petroleum costs have on the candles market?
- To what extent will growing ethnic populations play a role in the candle market?
Trend Applications
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- Trend: Creature Comfort
- Trend: Experience Is All
- 2015 Trend: Old Gold
Market Size and Forecast
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- Key points
- Candle sales continue to decline in weak economy and highly competitive, fragmented market
- Sales and forecast of candles market
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- Figure 9: Total U.S. retail sales and forecast of candles, at current prices, 2007-17
- Figure 10: Total U.S. retail sales and forecast of candles, at inflation-adjusted prices, 2007-17
- Fan chart forecast
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- Figure 11: Total U.S. retail sales and fan chart forecast of candles, at current prices, 2007-17
- Walmart sales
Market Drivers
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- Key points
- Unemployment rates continue to impact consumer confidence
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- Figure 12: Unemployment, January 2007-June 2012
- Consumer confidence offers measure of slow recovery in spending
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- Figure 13: University of Michigan’s index of consumer sentiment (ICS), 2007-12
- Private label offerings continue to make an impact
- Growing ethnic populations may help market in the future
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- Figure 14: Population, by race and Hispanic origin, 2007-17
Competitive Context
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- Other air care products strong competition for candles
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- Figure 15: Air freshener usage, May 2012
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- Figure 16: Qualities associated with air freshener types, May 2012
- Sprays/aerosols and plug-ins chief competition for candles
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- Figure 17: Air freshener usage, May 2012
Retail Channels
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- Key points
- Majority of candle purchases take place through “other retail channels”
- Supermarkets and drug stores struggle to compete
- Sales of candles, by channel
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- Figure 18: Total U.S. retail sales of candles, by channel, 2011 and 2012
Retail Channels—Supermarkets
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- Key points
- Supermarket channel sales declining slowly
- Supermarket sales of candles
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- Figure 19: U.S. supermarket sales of candles, at current prices, 2007-12
Retail Channels—Drug Stores
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- Key points
- Drug stores experience sharpest decline
- Drug store sales of candles
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- Figure 20: U.S. Drug store sales of candles, at current prices, 2007-12
Retail Channels—Other Retail Channels
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- Key points
- Majority of candle purchases taking place through other channels
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- Figure 21: Locations purchased candles from, May 2012
- Other retail channel sales of candles
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- Figure 22: Other retail channel sales of candles, at current prices, 2007-12
Retail Channels—Natural Channel Marketplace
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- Key points
- Natural channel sales continue to grow though market remains small
- Natural supermarket sales of candles
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- Figure 23: Natural supermarket sales of candles, at current prices, 2009-11
- Figure 24: Natural supermarket sales of candles, at inflation-adjusted prices, 2009-11
- Natural channel sales of candles by segment
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- Figure 25: Natural supermarket sales of candles, by segment, 2009 and 2011
Leading Companies
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- Key points
- A highly fragmented, competitive market
- FDMx manufacturer sales of candles
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- Figure 26: FDMx manufacturer sales of candles in the U.S., 2011 and 2012
Brand Share—Leading FDMx Manufacturers
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- Key points
- SC Johnson losing share but still leading market
- Candle-Lite drops despite growth from Everyday Essentials and Essential Elements collections
- Yankee Candle experiences gains with Home Classics offering
- Signature Brands experiences decline despite growth from Betty Crocker candles
- Manufacturer sales and brand sales of candles with $30 million+ in FDMx sales
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- Figure 27: FDMx sales and brand share for companies with $30 million+ in FDMx sales, 2011-12
Brand Share—Other Manufacturers
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- Key points
- Some smaller brands grow despite overall market decline
- Febreze candles grow slightly, but Home Collection declines
- Village Candle experiences growth
- Reckitt Benckiser making its name known in the FDMx market
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- Figure 28: AirWick television ad, 2012
- Other Manufacturer sales and brand sales of candles
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- Figure 29: FDMX sales and brand share for companies with $10-29.9 million in FDMx sales, 2011-12
Innovations and Innovators
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- Key market players lead with most launches
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- Figure 30: New candle product launches, 2006-12
- Private label launches decreasing, but still have an impact
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- Figure 31: Share of branded and private label candle launches, 2006-12
- Botanical/herbal most common product claim of 2011
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- Figure 32: Incidence of claims associated with new candle product launches, 2006-12
- Yankee Candle focuses on launching new scents and going after men
- Glade looks to attract new types of consumers with playful scents
- Slatkin & Co.’s new packaging targets younger consumers and aligns with larger Bath & Body Works brand
- Companies offering upscale, décor-inspired containers
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- Figure 33: New candle packaging and product re-launches, 2006-12
- Scentsy making a name for itself in the market
Marketing Strategies
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- Overview of the brand landscape
- Brand analysis: Glade
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- Figure 34: Brand analysis of Glade candles, 2012
- Online initiatives
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- Figure 35: Tweets from Glade twitter account, 2012
- TV presence
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- Figure 36: Glade 2in1 candle television ad, 2011
- Print and other
- Brand analysis: Febreze
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- Figure 37: Brand analysis of Febreze, 2012
- Online initiatives
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- Figure 38: Tweets from Febreze twitter account, 2012
- Figure 39: Febreze consumer review—Meadows and Rain Candle, May 2012
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- Figure 40: Febreze consumer review—Febreze Gain original scent candle, May 2012
- Figure 41: Febreze consumer review—Febreze Gain original scent candle, May 2012
- Brand analysis: Yankee Candle Company
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- Figure 42: Brand analysis of Yankee Candle Company, 2012
- Online initiatives
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- Figure 43: Tweets from Yankee Candle Company twitter account, 2012
- Figure 44: Yankee Candle Sneak Peek Video, May 2012
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- Figure 45: Yankee Candle Pure Radiance Introduction video, February 2012
- Print and other
- Brand analysis: Scentsy
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- Figure 46: Brand analysis of Scentsy, 2012
- Online initiatives
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- Figure 47: Tweets from Scentsy twitter account, 2012
- Figure 48: Scentsy Consultant Video, May 2012
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- Figure 49: Scentsy Scents, February 2012
- Print and other
- Brand analysis: Village Candle
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- Figure 50: Brand analysis of Village Candle, 2012
- Online initiatives
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- Figure 51: Tweets from Village Candle twitter account, 2012
- Brand analysis: Bath & Body Works
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- Figure 52: Brand analysis of Bath & Body Works, 2012
- Online initiatives
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- Figure 53: Tweets from Bath & Body Works twitter account, 2012
- Figure 54: Bath & Body Works Video, May 2012
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- Figure 55: Bath & Body Works Video, May 2012
Candle Usage
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- Key points
- Women more likely than men to use candles, but men are not too far behind
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- Figure 56: Candle usage, by gender, May 2012
- Greatest candle usage comes from 25-34 age segment
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- Figure 57: Candle usage, by age, May 2012
- Mid- to higher-income households more likely to use candles for burning and decoration purposes, plus flameless candles
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- Figure 58: Candle usage, by household income, May 2012
Where Candles are Used in the Home
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- Key points
- Candles most likely to be used in living and family rooms
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- Figure 59: Where candles for burning and for decoration are used, May 2012
- Younger consumers more likely to burn candles in their bedrooms
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- Figure 60: Where candles for burning are used, by age, May 2012
- Older and younger consumers differ in how they use candles as décor
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- Figure 61: Where candles for decoration are used, by age, May 2012
- Higher-income households burn candles in more rooms
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- Figure 62: Where candles for burning are used, by household income, May 2012
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- Figure 63: Where candles for decoration are used, by household income, May 2012
Candle Purchase Frequency
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- Key points
- Both women and men most likely to purchase candles a few times a year
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- Figure 64: Frequency of candle purchase, by gender, May 2012
- Older consumers least likely to purchase candles once a month
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- Figure 65: Frequency of candle purchase, by age, May 2012
- Majority of households only purchasing candle a few times a year
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- Figure 66: Frequency of candle purchase, by household income, May 2012
- Flameless candle purchasers more likely to purchase candles at higher frequencies
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- Figure 67: Frequency of candle purchase, by candle usage, May 2012
Purchase Locations
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- Key points
- Women are more likely to purchase candles at specialty stores
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- Figure 68: Locations purchased candles from, by gender, May 2012
- Younger consumers are more likely to purchase candles at a variety of retailers
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- Figure 69: Locations purchased candles from, by age, May 2012
- Higher-income households least likely to purchase candles at mass merchandisers
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- Figure 70: Locations purchased candles from, by household income, May 2012
- Consumers who purchase votives and pillars are more likely to shop at specialty stores
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- Figure 71: Locations purchased candles from, by types of candles purchased, May 2012
Purchase Habits and Preferences
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- Key points
- Most consumers prefer to purchase a variety of scents
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- Figure 72: Candles purchase behaviors, by gender, May 2012
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- Figure 73: Amount of candles purchased, by gender, May 2012
- Figure 74: Types of candles purchased, by gender, May 2012
- Younger consumers more likely to purchase a variety of scents and candle types
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- Figure 75: Candles purchase behaviors, by age, May 2012
- Figure 76: Amount of candles purchased, by age, May 2012
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- Figure 77: Types of candles purchased, by age, May 2012
- Middle- to higher-income households more likely to vary the scents and type of candles that they buy
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- Figure 78: Candles purchase behaviors, by household income, May 2012
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- Figure 79: Amount of candles purchased, by household income, May 2012
- Figure 80: Types of candles purchased, by household income, May 2012
Interest in New Product Attributes
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- Key points
- Women more likely to be interested in candles with reusable containers
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- Figure 81: Interest in candle attributes, by gender, May 2012
- Consumers 18-34 most likely to be interested in new candle product attributes
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- Figure 82: Interest in candle attributes, by age, May 2012
- Lower-income households more likely to be interested in candles with reusable containers
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- Figure 83: Interest in candle attributes, by household income, May 2012
Brand Familiarity and Preferences
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- Key points
- Glade claims strongest brand awareness among consumers
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- Figure 84: Familiarity with candle brands, by gender, May 2012
- Younger consumers more likely to be familiar with more premium, boutique brands
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- Figure 85: Familiarity with candle brands, by age, May 2012
- Yankee Candle and Bath & Body Works resonate with higher- and middle- income segments
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- Figure 86: Familiarity with candle brands, by household income, May 2012
Correspondence Analysis
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- Methodology
- Glade and Febreze command “everyday” and “value” associations
- Yankee Candle Company, Bath & Body Works, and L’Occitane associated with being high quality
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- Figure 87: Correspondence Analysis, May 2011
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- Figure 88: Attitudes toward candle brands, May 2011
Preferred Candle Scents
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- Key points
- Consumers prefer spice/ingredient candle scents
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- Figure 89: Preferred scents for candles for burning, by gender, May 2012
- Across the board, consumers of all age segments prefer spice/ingredient scents
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- Figure 90: Preferred scents for candles for burning, by age, May 2012
- Lower-income households most likely to prefer a variety of scents
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- Figure 91: Preferred scents for candles for burning, by household income, May 2012
- Scent not as large of a driver for candles used for decoration
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- Figure 92: Preferred scents for candles for decoration, by gender, May 2012
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- Figure 93: Preferred scents for candles for decoration, by household income, May 2012
Reasons for Not Using Candles
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- Key points
- Lack of need is main reason for not buying/burning candles
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- Figure 94: Candle purchase detractors, by gender, May 2012
- Older consumers’ reasons for not buying/burning candles more widely distributed
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- Figure 95: Candle purchase detractors, by age, May 2012
- Expense and lack of need key drivers for those in lower-income households
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- Figure 96: Candle purchase detractors, by household income, May 2012
Race and Hispanic Origin
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- Key points
- Hispanic and other races more likely to use candles for burning and flameless candles
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- Figure 97: Candle usage, by race/Hispanic origin, May 2012
- Blacks and Hispanics more likely to burn candles in bedrooms and bathrooms
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- Figure 98: Hispanic population, by age, 2007-17
- Figure 99: Where candles for burning are used, by race/Hispanic origin, May 2012
- Hispanics and other races more likely to purchase candles once a month
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- Figure 100: Frequency of candle purchase, by race/Hispanic origin, May 2012
- Blacks more likely to purchase candles from mass merchandisers
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- Figure 101: Locations purchased candles from, by race/Hispanic origin, May 2012
- Blacks and Hispanics more likely to be interested in flower scents than any other scent type
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- Figure 102: Preferred scents for candles for burning, by race/Hispanic origin, May 2012
- Hispanics most likely to be interested in candles that self-extinguish
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- Figure 103: Households, by race of householder and presence and ages of children, 2011
- Figure 104: Interest in candle attributes, by race/Hispanic origin, May 2012
Appendix—Other Useful Consumer Tables
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- Candle usage
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- Figure 105: Candle usage, by generations, May 2012
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- Figure 106: Candle usage, by region, May 2012
- Where candles are used in the home
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- Figure 107: Where candles for burning are used, by region, May 2012
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- Figure 108: Where candles for burning are used, by generations, May 2012
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- Figure 109: Where candles for decoration are used, by region, May 2012
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- Figure 110: Where candles for decoration are used, by race/Hispanic origin, May 2012
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- Figure 111: Where flameless candles for used, by age, May 2012
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- Figure 112: Where flameless candles for used, by household income, May 2012
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- Figure 113: Where flameless candles for used, by race/Hispanic origin, May 2012
- Preferred scents
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- Figure 114: Preferred scents for candles for burning, by region, May 2012
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- Figure 115: Preferred scents for candles for burning, by generations, May 2012
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- Figure 116: Preferred scents for candles for decoration, by age, May 2012
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- Figure 117: Preferred scents for candles for decoration, by generations, May 2012
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- Figure 118: Preferred scents for candles for decoration, by race/Hispanic origin, May 2012
- Interest in new product attributes for candles
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- Figure 119: Interest in candle attributes, by region, May 2012
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- Figure 120: Interest in candle attributes, by generations, May 2012
- Retail locations candles are purchased from
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- Figure 121: Locations purchased candles from, by region, May 2012
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- Figure 122: Locations purchased candles from, by generations, May 2012
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- Figure 123: Locations purchased candles from, by candle usage, May 2012
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- Figure 124: Locations purchased candles from, by candle usage, May 2012
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- Figure 125: Locations purchased candles from, by candles purchase behaviors, May 2012
- Candle purchase frequency
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- Figure 126: Frequency of candle purchase, by region, May 2012
- Younger generations more likely to purchase candles more frequently
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- Figure 127: Frequency of candle purchase, by generations, May 2012
- Candle brand familiarity
- Younger generations more likely to have greater familiarity with range of candle brands
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- Figure 128: Candle brands, by generations, May 2012
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- Figure 129: Candle brands, by race/Hispanic origin, May 2012
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- Figure 130: Candle brands, by region, May 2012
- Purchase habits and preferences
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- Figure 131: Candles purchase behaviors, by region, May 2012
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- Figure 132: Candles purchase behaviors, by generations, May 2012
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- Figure 133: Amount of candles purchased, by race/Hispanic origin, May 2012
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- Figure 134: Amount of candles purchased, by generations, May 2012
- Types of candles purchased
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- Figure 135: Types of candles purchased, by race/Hispanic origin, May 2012
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- Figure 136: Types of candles purchased, by frequency of candle purchase, May 2012
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- Figure 137: Types of candles purchased, by amount of candles purchased, May 2012
- Reasons for not using candles
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- Figure 138: Candle purchase detractors, by race/Hispanic origin, May 2012
Appendix—Trade Associations
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