During the past year, more consumers have reported using home scents to relax, feel cozy, and uplift their spirits, according to Scentiments, a suite of consumer insights on the US fragrance industry from global information company The NPD Group.
Nearly 80% of US consumers scent their homes. Among these users, 50% reported that using home scent made them feel “relaxed” in 2017, an increase of two percentage points compared to 2016; 35% felt more “cozy,” a three-percentage point increase; and 30% reported using these products to “uplift their spirits,” a growth of three percentage points over the prior year. This was accompanied by an increase in consumers wanting their home to smell like things such as food/beverages (cookies, vanilla, etc.) and woody scents, which evoke a cozy atmosphere.
The rise in consumer sentiment appears to be fueling sales. Home scent sales are growing faster than any other segment of the fragrance market. Based on NPD’s point-of-sale data, sales of prestige home scent products grew to $80.4 million in 2017, a 59% increase over 2016. The three largest segments of the market are candles (+56%), diffusers (+25%), and home ancillary gift sets (+165%).
“Consumers are forging stronger emotional ties to their homes and basking in simple pleasures, whether it is the warmth of a candle or the comfort of a cozy blanket. In capturing this hygge, consumers are approaching and experiencing scent in new ways, as we see by the fact that growth of home scents is outpacing the rest of the fragrance category,” said Larissa Jensen, executive director and beauty industry analyst, The NPD Group. “Capitalizing on the successes of this market, by creating more synergies between scented products worn on and beyond the body, presents a ripe sales opportunity for the fragrance category to bring the experience full circle.”
On a similar upswing is the fragrance diffusing device sector. According to Technavio analysts, the global fragrance diffusing device market will grow at a CAGR of almost 10% between 2018 and 2022. Introduction of technologically advanced product ranges is a major factor driving the market’s growth, according to the firm.