04.14.04
Product sales in the home fragrance market may have turned the corner 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 over the past year.
"Following an extended weak period, many marketers saw a turnaround last year and are preparing for a strong spring," said Lenka Contreras, vice president of Kline's consumer products practice. "Specialty stores and direct marketers in particular will be filling a good amount of new orders written in the first quarter."
The Yankee Candle Company, the frontrunner in the candles segment, registered another year of double-digit gains in 2003. Kline executives said the candles category rebounded modestly in 2003 thanks to launches of new scents and new specialty glass products like Yankee Candle's YC line. And after a few years of sluggish performance, Limited Brands' home fragrance business has forgone its strategy to introduce new home fragrances solely to White Barn Candle Company stores. Home Interiors, a Texas-based, direct-selling home decorative accessories firm, may soon rival Blyth Inc.'s candle sales, according to 2003 results.
Increases were seen in other home fragrance categories as well. Room sprays 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 getting more attention as marketers look for clever ways to give scents personality through gift sets, fragrance layering and decorative accessories. S.C. Johnson also did well with its new Glade Car scented oil diffuser.
"Following an extended weak period, many marketers saw a turnaround last year and are preparing for a strong spring," said Lenka Contreras, vice president of Kline's consumer products practice. "Specialty stores and direct marketers in particular will be filling a good amount of new orders written in the first quarter."
The Yankee Candle Company, the frontrunner in the candles segment, registered another year of double-digit gains in 2003. Kline executives said the candles category rebounded modestly in 2003 thanks to launches of new scents and new specialty glass products like Yankee Candle's YC line. And after a few years of sluggish performance, Limited Brands' home fragrance business has forgone its strategy to introduce new home fragrances solely to White Barn Candle Company stores. Home Interiors, a Texas-based, direct-selling home decorative accessories firm, may soon rival Blyth Inc.'s candle sales, according to 2003 results.
Increases were seen in other home fragrance categories as well. Room sprays 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 getting more attention as marketers look for clever ways to give scents personality through gift sets, fragrance layering and decorative accessories. S.C. Johnson also did well with its new Glade Car scented oil diffuser.