Breaking News

Kline Sees Gains in Home Fragrance

July 2, 2013

Luxury candles propel the market this year.

Driven by sales of luxury candles, the overall growth of the US home fragrances market is set alight. Thanks to these simple luxuries, the market growth reaches 3.5% in 2012 and is the highest recorded over the past five years, finds Kline’s recently published Home Fragrances: US Market Analysis and Opportunities report. Prestige candles collectively posted a 6% gain due to the exceptional performance from brands like LAFCO, Trapp and Nest.

While packaging plays a strong role in product presentation and candles are offered in all types of eye-catching containers, shapes, and sizes, the driving force behind the category’s growth, by a nose, was scent. According to Kline’s recently conducted home fragrance shopper survey Shopper Insights Tracking Service for the US Home Fragrances Market, which compares shopping purchase patterns for home fragrance products, the consumer is looking out for scent. The survey also breaks one of the myths regarding the importance of wax color and packaging—both being secondary to scent.


Among the most popular in 2012, travel and destination scents went places with mass-marketer Air Wick promoting the great outdoors, indoors, with its National Parks-themed fragrance. Masculine scents and containers also got noses twitching and wallets opening with Party Lite launching Ebony Oud Square Pillar and Wooden Wick Candle, which features a rustic, textured finish with a masculine appeal. Nest’s After Midnight candle collection, inspired by Ke$ha’s “Take It Off,” offers three “alluring” scents sheathed in dark-black translucent glass.

Wax melts continue to register their highest gain since 2007 as several new smaller marketers enter the fold. The switch to wax melts from simmering oils is primarily driven by safety issues and the increase in consumer demand. Scentsy, the leading wax melt manufacturer, has further infused their position with new scents including A Wink & A Smile, Honey, Do!, Lemons & Berries, and Lilacs & Violets.

From a distribution standpoint, Internet sales continue to heat up as candle consumers forego the mall and purchase their favorite candles online. Both mass and luxury marketers are educating consumers about fragrance with a variety of brand website tools too.

Related End-User Markets:

  • Monday Morning Quarterback

    Monday Morning Quarterback

    Christine Esposito, Associate Editor||February 6, 2017
    Super Bowl commercials are big business. Let’s look at some of personal and household care brands that bought spots this year

  • Discourse on Disclosure

    Discourse on Disclosure

    Tom Branna, Editorial Director||January 6, 2017
    Transparency impacts the cleaning industry.

  • What

    What's Next for the UK?

    Sarah Boumphrey, Euromonitor International||June 27, 2016
    Euromonitor weighs in on how Brexit could impact consumer product companies.

  • Hitting the Right Notes

    Hitting the Right Notes

    January 6, 2017
    Agilex Fragrances is the leader in the middle market fragrance category.

  • The Smell of Clean in 2017

    The Smell of Clean in 2017

    January 6, 2017
    Changing consumer lifestyles and demographics are impacting the scents found in the household cleaning category.

  • Engagement 2016

    Engagement 2016

    January 6, 2017
    CSPA convenes in Fort Lauderdale for annual meeting.