When consumers want their homes to smell good, they rely on candles as their top choice, according to Unity Marketing’s new Home Fragrance and Candle Report 2005. The study revealed that candle sales in 2004 reached $3.7 billion, just under half of the total $8.3 billion home fragrance market. Seventy percent of those surveyed agreed that fragrance, as opposed to style or design, is the most important factor when buying candles. The majority also agreed that the influence candles have on one’s mood is another significant motivator when purchasing candles.
According to the report, while typical consumers spend $266 per year on all home fragrance products, women ages 25-34 spend nearly 30% more than the average, or $340 per year. The study also revealed that spending on candles and other home fragrance products cut almost equally across all income segments, with even the lowest income households purchasing a home fragrance product. Twenty percent of all consumers expect to spend more on home fragrance products in the coming year.
“While consumers today have many different options for adding fragrance to their homes, including electric plug-ins, diffusers, scent disks, sprays, potpourris, incense and bed linen sprays, candles alone are multi-sensory, imparting both scent to the home and a beautiful, romantic glow that hearkens back to an earlier time,” pointed out Pam Danziger, president of Unity Marketing. More info: www.unitymarketing.com.