Praline Pecan Cobbler and the Moss and Sea Mist are not goodies from your favorite beach patisserie, but rather scents trending on the U.S. home fragrances market, which hits another year of record high growth in 2014. Accounting for over 50% of total market sales, the luxury segment continues to drive this market, shedding light on the healthy growth behind several home fragrance categories as found in Kline’s Home Fragrances: U.S. Market Analysis and Opportunities report.
While mass-market candles sales are dimming, sales of luxury candles doubled in growth in 2014. Bath & Body Works is one of the largest and fastest growing brands among prestige candles, but smaller brands, such as Nest, RibbonWick, and Dyptique, are the ones igniting the market with strong, double-digit growth and standing out through distinctive, decorative visuals and high tech identity.
“Home fragrance has been a part of home décor since the 1990s when the sales of candles peaked,” comments Sagar Gehra, Senior Consultant at Kline. “Nowadays the esthetic appeal and home décor value continue to be important facets that help marketers stand out and drive product sales across all channels be it prestige or mass. What also helps sell products is creative and giftable packaging ideas that allow consumers to experience the scent while on shelf.”
Building upon previous years’ growth, active diffusers are warming up to become new gems on the market. With some exceptions, such as the impressive growth of The Yankee Candle’s brand, Fragrance Spheres, passive diffusers are giving way to power‐operated devices under the active segment that increased by nearly 5%. The ease of switch, no risk of spill or burn, modern designs, and new continuous-release technology promising long-lasting fragrance delivery is a turning point behind this migration.
The majority of mass marketers register a decline in 2014, with some exceptions. The segment experiences high positive growth within the home fragrance oils, wax melts, and fragrance lamps category as the continued expansion of wax melts in mass merchandisers leads to strong growth for the category as a whole. Large players, such as S.C. Johnson with its brand Glade, Procter & Gamble with Febreze, and Reckitt Benckiser through its Air Wick brand, enter the category in late 2013 and 2014.
A noticeable trend in 2014 is that outdoor scents are preferred as indoor fragrances, such as Veranda Garden by L Brand/Bath & Body Works and Nectar by Procter & Gamble’s Febreze, as well as a wide range of baked goods and spices, such as Baking Cookies by Reckitt Benckiser/Air Wick. Medium-sized candles sold the best in 2014, and masculine scents continue to be a growing trend.
To learn more about this market, join our free webinar (http://bit.ly/HFUSA15) on key findings from our just-published Home Fragrances: U.S. Market Analysis and Opportunities focusing on market size and growth, key trends, challenges, and business opportunities. The report consists of an interactive online database and comprehensive reports detailing brand profiles and key industry statistics and trends.