Candles - US - February 2005

INTRODUCTION AND ABBREVIATIONS
Introduction
Other relevant reports
Definition
Abbreviations & Terms
Abbreviations
Terms
EXECUTIVE SUMMARY
Candle sales are flat
Home décor, relaxation, gift-giving, and young, female consumers drive the market
Scented candle sales carry the market
Lancaster Colony leads FDM suppliers
Most recent advertising focuses on higher-quality products and sophistication
Mass merchandisers show greatest sales growth
The candle consumer
Innovation required for the future of candle sales
MARKET DRIVERS
Young women drive the market
Figure 1: Female population projections, by age, 2000-2010
Figure 2: Frequency of candle purchase, by gender, December 2004
Home decorating trends
Holiday decorating
The allure of premium candles
Relaxation and stress relief
Rise in number of households
Figure 3: Number of households, 1997-2007
Alternatives to candles
Competition from foreign imports
MARKET SIZE & TRENDS
Figure 4: Total U.S. retail sales of candles, at current and constant prices, 1998-2003
Figure 5: Graph: Trends in sales of candles, at current and constant prices, 1999-2004
 MARKET SEGMENTATION
Overview
Figure 6: Sales of candles, by product type, 2002 and 2004
Figure 7: Graph: Trends in sales candles, by segment, 1999-2004
Scented candles
Figure 8: Sales of scented candles, at current and constant prices, 1999-2004
Unscented candles
Figure 9: Sales of unscented candles, at current and constant prices, 1999-2004
SUPPLY STRUCTURE
 FOREIGN TRADE
Imports
Figure 10: Candle imports, by country/region of origin, 2002-2003
Exports
Figure 11: Candle exports, by destination country/region, 2002-2003
 COMPANIES AND BRANDS
FDM sales by manufacturer
Figure 12: Food & drug store sales of candles, by manufacturer, 2003 and 2004
Figure 13: Graph: Food and drug store sales of candles, by manufacturer, 2004
FDM sales by manufacturer and brand
Scented candles
Figure 14: Food & drug store sales of selected scented candles, by manufacturer and brand, 2003 and 2004
Unscented candles
Figure 15: Food & drug store sales of selected unscented candles, by manufacturer and brand, 2003 and 2004
Major companies and brands
Blyth, Inc.
Lancaster Colony Corporation
Yankee Candle Company, Inc.
S.C. Johnson & Company
American Greetings Corporation
Reed Candle Company
Signature Brands
Private label
ADVERTISING & PROMOTION
Overview
Glade innovations
Air freshener companies market candles
Yankee Candle
Luxury candles and manufacturers get media attention
RETAIL DISTRIBUTION
Overview
Figure 16: Retail sales of candles, by channel, 2002 and 2004
Figure 17: Graph: Sales of candles, by channel, 2004
‘All other’ retailers
Mass merchandisers
Figure 18: Mass merchandiser sales of candles, at current and constant prices, 1999-2004
Mass merchandiser operating data
Figure 19: Top mass merchandiser operating statistics, latest fiscal year-end
Figure 20: Percentage change from latest fiscal year-end versus year prior
Supermarkets
Figure 21: Supermarket sales of candles, at current and constant prices, 1999-2004
Supermarket operating data
Figure 22: Top supermarket operating statistics, latest fiscal year-end
Figure 23: Percentage change from latest fiscal year-end versus year prior
Drug stores
Figure 24: Drug store sales of candles, at current and constant prices, 1999-2004
Drug store operating data
Figure 25: Top drug store operating statistics, latest fiscal year-end
Figure 26: Percentage change from latest fiscal year-end versus year prior
THE CONSUMER
Introduction
How often candles are purchased
Figure 27: Frequency of candle purchase, December 2004
Figure 28: Frequency of candle purchase, by gender, December 2004
Figure 29: Frequency of candle purchase, by age, December 2004
Figure 30: Frequency of purchase, by presence of children, December 2004
How long before candles are used
Figure 31: How long candles are kept before burning, December 2004
Figure 32: How long candles are kept before burning, by gender, December 2004
Figure 33: How long candles are kept before burning, by age, December 2004
Figure 34: How long candles are kept before burning, by region, December 2004
Where candles are purchased
Figure 35: Where candles are bought, December 2004
Figure 36: Where candles are bought, by gender, December 2004
Figure 37: Where candles are bought, by age, December 2004
Figure 38: Where candles are bought, by household income, December 2004
Figure 39: Where candles are bought, by region, December 2004
The candle qualities that consumers seek
Figure 40: Most important candle qualities, December 2004
Figure 41: Most important candle qualities, by gender, December 2004
Figure 42: Most important candle qualities, by age, December 2004
Figure 43: Most important candle qualities, by household income, December 2004
Figure 44: Most important candle qualitites, by region, December 2004
The most popular candle scents
Figure 45: Most often used candle scents, December 2004
Figure 46: Most often used candle scents, by gender, December 2004
Figure 47: Most often used candle scents, by age, December 2004
Figure 48: Most often used candle scents, by region, December 2004
Summary
FUTURE & FORECAST
 FUTURE TRENDS
The air fresheners
The mass merchandisers
The opportunities
 MARKET FORECAST
Overview
Figure 49: Forecast of total U.S. sales of candles, at current and constant prices, 2004-2009
Figure 50: Graph: Forecast Trends in retail sales of candles, at current and constant prices, 2004-2009
Scented candles
Figure 51: Forecast of U.S. sales of scented candles, at current and constant prices, 2004-2009
Unscented candles
Figure 52: Forecast of U.S. sales of unscented candles, at current and constant prices, 2004-2009
Forecast factors
Metrosexual, Queer Eye factor
Health factors
Economic factors
APPENDIX: TRADE ASSOCIATIONS
APPENDIX: NEW PRODUCT DEVELOPMENTS
 NEW PRODUCT TRENDS
Introduction
New product launches
Figure 53: Household products new product introductions, by sub-category, 2002-2004
Figure 54: Air care new product introductions, by launch type, 2002-2004
Figure 55: Air care new product introductions, by region, 2002-2004
Product trends
Aromatherapeutic air care
Botanical/herbal ingredients
Targeting
New formats and applications
Fragrance-free air treatments
Fragrances/ingredients
Green tea becomes a prevalent fragrance
Fragrances increasingly borrow from the food sector
All natural soy candles
Packaging
Stylish air care packaging increases in appearance
Innovative packaging ideas
Product launches by company/brand
Forecast/predictions
 NEW PRODUCT BRIEFS
Marcel Schurman: Marcel Schurman Valentine Travel Candle Pack
Kohl’s Department Stores: Kohl’s Tri-Tonal Scented Candle
Yankee Candle: Yankee Candle Pomegranate Candle
Archipelago Botanicals: Archipelago Holiday Soy Candle
Henri Bendel: Henri Bendel Fig Home Scented Candle
Crabtree & Evelyn: Crabtree & Evelyn Men’s Collection Candle
FreshWave: Fresh Wave All Natural Odor Neutralizing Candle