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Kline Sees Sunny Days Ahead for Home Fragrance

November 15, 2005

Product sales in the home fragrance market have rebounded after 24 months of uncertainty, according to Little Falls, NJ-based Kline & Company’s “Home Fragrances USA 2003” market study. Results pointed to strong performances by category leaders during the past year. “Following an extended weak period, many marketers saw a turnaround last year and are preparing for a strong spring,” predicted Lenka Contreras, vice president of Kline’s consumer products practice.
Kline executives said the candle category rebounded thanks to launches of new scents and new specialty glass products such as Yankee Candle’s YC line. Room spray sales earned a double-digit increase from the prior year due to innovation, Kline reported. For example, multifunctional products such as S.C. Johnson’s Oust and Reckitt Benckiser’s Neutra Air blur the line between room sprays and household cleaning products.
Potpourri grew nearly 5%, as more retailers extended their home fragrance collections through new product types. Incense is also gaining attention in gift sets, fragrance layering and decorative accessories. S.C. Johnson also did well with its new Glade Car scented oil diffuser, Kline reported.
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