03.07.22
When it comes to wellness, Gen Z and Millennials want more of it. After two years of pandemic-related isolation, they’re looking for products that improve their health and their homes. According to YPulse research, Millennials and Gen Z consumers think about wellness much more broadly than previous generations.
For example, more than one-third of these consumers said they are more interested in making their home more of a mental health refuge since the pandemic started. And 72% of Gen Z and Millennial consumers said their homes have been an important part of maintaining their mental health during Covid-19. The trend could provide a big lift for environmental fragrances.
No surprise then that candle sales soared 30% in 2020 and were expected to grow at a similar pace in 2021. Mask mandates and travel restrictions may be over, but analysts said there is plenty of room for growth in 2022.
According to Kline, consumers are expected to maintain their new habits to some extent despite returning to the workplace, travel and social activities.
Key market drivers and trends will include:
• Reinvention of mass brands with a focus on tech and user experience;
• Decrease in price-conscious consumers, leading to greater appeal for larger formats and premium-positioned brands;
• Greater focus on packaging and sustainable solutions;
• Resilience of candles, the leading category; and
• Crossover between home scent, beauty, and personal care categories.
“It’s a way to really have that ‘signature scent’ in your home in a way that’s understated but present,” explained Lynette Lovelace, founder and CEO, Lifetherapy, Chicago IL. “Scent really does lift mood, solidify memories and enhance an experience. I think we’ll see a lot of people really tapping into that, especially now that people are being invited back into homes again.”
For example, more than one-third of these consumers said they are more interested in making their home more of a mental health refuge since the pandemic started. And 72% of Gen Z and Millennial consumers said their homes have been an important part of maintaining their mental health during Covid-19. The trend could provide a big lift for environmental fragrances.
No surprise then that candle sales soared 30% in 2020 and were expected to grow at a similar pace in 2021. Mask mandates and travel restrictions may be over, but analysts said there is plenty of room for growth in 2022.
According to Kline, consumers are expected to maintain their new habits to some extent despite returning to the workplace, travel and social activities.
Key market drivers and trends will include:
• Reinvention of mass brands with a focus on tech and user experience;
• Decrease in price-conscious consumers, leading to greater appeal for larger formats and premium-positioned brands;
• Greater focus on packaging and sustainable solutions;
• Resilience of candles, the leading category; and
• Crossover between home scent, beauty, and personal care categories.
“It’s a way to really have that ‘signature scent’ in your home in a way that’s understated but present,” explained Lynette Lovelace, founder and CEO, Lifetherapy, Chicago IL. “Scent really does lift mood, solidify memories and enhance an experience. I think we’ll see a lot of people really tapping into that, especially now that people are being invited back into homes again.”