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Candles - US - August 2010

As noted in Mintel’s Candles—U.S., August 2009, sales of candles declined steadily and significantly between 2006 and 2009, as recession gripped the nation and the category faced stiff competition from various air care categories. However, while the market still faces significant challenges, there are some signs of improvement in 2010. Moreover, a variety of companies have launched innovative new products and this appears to be driving growth at some firms.

While the slight improvement observed in 2010 is encouraging, it is still evident that in order to succeed in this highly competitive marketplace companies must develop products and marketing platforms that resonate with high demand consumer segments while positioning their brands to compete with popular brands and products. In order to provide insight to help companies achieve these key goals, Mintel’s 2010 report addresses the following questions.

  • How have sales of candles fluctuated in recent years and how are sales likely to change between 2010 and 2015?
  • How are FDMx channels performing relative to others such as mass merchandisers and specialty stores?
  • How are macro-level economic factors impacting the market?
  • Who are the leading companies and which major firms have posted significant growth in the last year?
  • What consumer segments tend to use the most candles and which are less important to candle marketers?
  • What types of new products are companies bringing to market and what role are new product introductions playing in driving sales growth?
  • How are companies using social media to promote their products?
  • What types of candles are most popular and which are rarely used by consumers?

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Advertising creative
                • Abbreviations and terms
                  • Abbreviations
                    • Terms
                    • Executive Summary

                        • Market size and forecast
                          • Competitive context
                            • Market drivers
                              • Leading FDMx companies
                                • Brand share—FDMx brands
                                  • Innovation and innovators
                                    • Incidence and frequency of use
                                      • Use of candles, by type
                                        • Use of candles vs. non-candle air fresheners
                                          • Brand preferences
                                            • Channel analysis
                                              • Occasion-based purchase drivers
                                                • Candle attitudes and purchase motivations
                                                  • Race and Hispanic origin
                                                  • Insights and Opportunities

                                                    • Get customers involved in product development
                                                      • Customization efforts could drive sales
                                                        • Consider targeting LGBTs
                                                        • Inspire Insights

                                                            • Trend: More People At Home Than Ever
                                                              • What's it about?
                                                                • What we’ve seen
                                                                  • Specifics
                                                                    • Implications
                                                                    • Market Size and Forecast

                                                                      • Key points
                                                                        • Sales improve slightly in 2010 as economy emerges from recession
                                                                          • Figure 1: Total U.S. sales and forecast of candles, at current prices, 2005-15
                                                                          • Figure 2: Total U.S. sales and forecast of candles, at inflation-adjusted prices, 2005-15
                                                                      • Competitive Context

                                                                        • Key points
                                                                          • Candles face tough competition from other aircare categories
                                                                            • Figure 3: Purchase of home air fresheners, 2009 and 2010
                                                                          • Innovative delivery systems in some cases make other aircare options more practical and desirable
                                                                          • Retail Channels—Overview

                                                                            • Key points
                                                                              • Most sales come from specialty and other non-FDMx retailers
                                                                                • Figure 4: Total U.S. sales and forecast of candles, at current prices, FDMx vs other channels, 2008 and 2010
                                                                            • FDMx Retailers

                                                                              • Key points
                                                                                • FDMx channels drag down overall performance
                                                                                  • Figure 5: FDMx sales and forecast of candles, at current prices, 2005-15
                                                                              • All Other Retailers

                                                                                • Key points
                                                                                  • Other retailers drive some growth with premium and innovative products
                                                                                    • Figure 6: Non-FDMx sales and forecast of candles, at current prices, 2005-15
                                                                                • Market Drivers

                                                                                  • Key points
                                                                                    • Home entertainment trend drives sales
                                                                                      • Figure 7: Strategies for dealing with recessionary pressures, by household income, October 2009
                                                                                    • High unemployment drives widespread concern and undermines growth
                                                                                      • Figure 8: U.S. unemployment rate, January 2007-June 2010
                                                                                    • Disposable income remains low; spending by wealthy on decline
                                                                                        • Figure 9: Real disposable personal income, January 2007-January 2010
                                                                                      • Consumer confidence low and on the decline
                                                                                        • Figure 10: Consumer Sentiment, January 2007-June 2010
                                                                                    • Leading FDMx Companies

                                                                                      • Key points
                                                                                        • SC Johnson remains dominant but Yankee posts impressive growth
                                                                                          • Figure 11: FDMx sales of candles for leading companies in the U.S., 2009 and 2010
                                                                                      • Brand Share—FDMx Brands

                                                                                        • Key points
                                                                                          • SC Johnson
                                                                                            • Yankee Candle
                                                                                              • Lancaster
                                                                                                • Procter & Gamble
                                                                                                  • Reed
                                                                                                    • Signature Brands
                                                                                                      • Figure 12: FDMx brand sales candles in the U.S., 2009 and 2010
                                                                                                  • Brand Share—Specialty Brands

                                                                                                    • Overview
                                                                                                      • Bath & Body Works/Slatkin & Co.
                                                                                                        • PartyLite
                                                                                                          • Hanna’s Candle Co.
                                                                                                            • Chesapeake Bay Candle
                                                                                                              • The Village Candle
                                                                                                                • Aromatique, Inc.
                                                                                                                • Innovation and Innovators

                                                                                                                  • Key points
                                                                                                                    • Yankee, Scentsy, Candle-lite and Slatkin drive growth with innovation
                                                                                                                      • Figure 13: New candle product launches among companies with at least five new products in 2009, 2005-10
                                                                                                                    • Seasonal and Botanical are common positionings
                                                                                                                      • Figure 14: New candle launches, by product claim, 2003-10
                                                                                                                    • Yankee Candle
                                                                                                                      • Bath & Body Works
                                                                                                                        • Candle-lite
                                                                                                                        • Marketing Strategies

                                                                                                                          • Overview
                                                                                                                            • Television advertisements
                                                                                                                              • Figure 15: The Fragrance Collection by Glade, horse and carriage, TV ad, 2009
                                                                                                                              • Figure 16: The Fragrance Collection by Glade, woman walks, TV ad, 2009
                                                                                                                              • Figure 17: Glade Holiday Candles, TV ad, 2009
                                                                                                                              • Figure 18: Mandle Candle, TV ad, 2009
                                                                                                                            • Social media and online marketing
                                                                                                                              • SC Johnson
                                                                                                                                • Procter & Gamble
                                                                                                                                  • Yankee Candle
                                                                                                                                    • Chesapeake Bay Candle
                                                                                                                                      • PartyLite
                                                                                                                                        • Village Candle
                                                                                                                                          • Bath & Body Works
                                                                                                                                          • Incidence and Frequency of Use

                                                                                                                                            • Key points
                                                                                                                                              • Usage on the rise after sharp decline in 2008
                                                                                                                                                • Figure 19: Purchase of candles and non-candle air fresheners, 2009 and 2010
                                                                                                                                              • Focus marketing and product development efforts on affluents, where demand tends to be strongest
                                                                                                                                                • Figure 20: Purchase of candles and air fresheners other than candles, by household income, May 2010
                                                                                                                                              • More candles in 2010?
                                                                                                                                                • Figure 21: Purchase of candles compared to last year, 2009 and 2010
                                                                                                                                              • Young adults much more likely to report increase in spending than their older counterparts
                                                                                                                                                • Figure 22: Purchase of candles compared to last year, by age, May 2010
                                                                                                                                              • Most buy candles both for themselves and as gifts
                                                                                                                                                • Figure 23: Candles purchased for self or as gifts, by household income, May 2010
                                                                                                                                            • Candle Spend

                                                                                                                                              • Key points
                                                                                                                                                • Affluents much more likely to pay premiums
                                                                                                                                                  • Figure 24: Spending on candles, by household income, May 2010
                                                                                                                                                • 25-44-year-olds most likely to spend more than $12 per purchase occasion
                                                                                                                                                  • Figure 25: Spending on candles, by age, May 2010
                                                                                                                                              • Use of Candles, by Type

                                                                                                                                                • Key points
                                                                                                                                                  • Candles sold in reusable containers most popular
                                                                                                                                                    • Figure 26: Purchase of specific types of candles in past three months, 2009 and 2010
                                                                                                                                                  • Young adults key target for markets of all types of candles
                                                                                                                                                    • Figure 27: Purchase of specific types of candles in past three months, by age, May 2010
                                                                                                                                                  • Increase in multi-scent purchase suggests increased incidence of “layering”
                                                                                                                                                    • Figure 28: Attitudes about candle use, 2009 and 2010
                                                                                                                                                  • Women and young adults more likely to engage in “layering” and prefer soy products
                                                                                                                                                    • Figure 29: Attitudes about candle use, by gender, May 2010
                                                                                                                                                    • Figure 30: Attitudes about candle use, by age, May 2010
                                                                                                                                                • Use of Candles Vs. Non-candle Air Fresheners

                                                                                                                                                  • Key points
                                                                                                                                                    • Young women represent key segment for candle manufacturers
                                                                                                                                                      • Figure 31: Purchase of home air fresheners, by gender, May 2010
                                                                                                                                                      • Figure 32: Purchase of home air fresheners, by age, May 2010
                                                                                                                                                  • Brand Preferences

                                                                                                                                                    • Key points
                                                                                                                                                      • Glade gains ground after campaign; brand awareness on the rise
                                                                                                                                                        • Figure 33: Candle brands purchased in the past two years, 2009 and 2010
                                                                                                                                                      • Yankee, Bath & Body Works and Febreze resonate with affluents
                                                                                                                                                        • Figure 34: Candle brands purchased in the past two years, by household income, May 2010
                                                                                                                                                    • Channel Analysis

                                                                                                                                                      • Key points
                                                                                                                                                        • Mass remains dominant as food and drug lose ground
                                                                                                                                                          • Figure 35: Venues where candles are purchased, 2009 and 2010
                                                                                                                                                        • 25-44s key demographic for retailers
                                                                                                                                                          • Figure 36: Venues where candles are purchased, by age, May 2010
                                                                                                                                                          • Figure 37: Venues where candles are purchased, by household income, May 2010
                                                                                                                                                      • Occasion-based Purchase Drivers

                                                                                                                                                        • Key points
                                                                                                                                                          • Desire to create romance is a key purchase driver
                                                                                                                                                            • Figure 38: Attitudes about candle use, 2009 and 2010
                                                                                                                                                          • Desire for spa-like experience motivates many women to purchase
                                                                                                                                                            • Figure 39: Attitudes about candle use, by gender, May 2010
                                                                                                                                                          • Target young adults with the promise of romance and a spa-like experience
                                                                                                                                                            • Figure 40: Attitudes about candle use, by age, May 2010
                                                                                                                                                        • Candle Attitudes and Purchase Motivations

                                                                                                                                                          • Key points
                                                                                                                                                            • Odor elimination remains the primary driver
                                                                                                                                                                • Figure 41: Attitudes about candle use, 2009 and 2010
                                                                                                                                                              • Most men think there should be more masculine designs
                                                                                                                                                                • Figure 42: Attitudes about candle use, by gender, May 2010
                                                                                                                                                              • Young adults more likely to express interest in new and premium products
                                                                                                                                                                • Figure 43: Attitudes about candle use, by age, May 2010
                                                                                                                                                            • Impact of Race and Hispanic Origin

                                                                                                                                                              • Key point
                                                                                                                                                                • Minorities somewhat more likely to report being heavy users
                                                                                                                                                                  • Figure 44: Purchase of candles and non-candle air fresheners, by race/Hispanic origin, May 2010
                                                                                                                                                                • Blacks and Hispanics more likely to report increase in candle spending in last year
                                                                                                                                                                  • Figure 45: Spending on candles compared to last year, by race/Hispanic origin, May 2010
                                                                                                                                                                • Jar, birthday, and dinner candles especially popular with minorities
                                                                                                                                                                  • Figure 46: Purchase of specific types of candles in past three months, by race/Hispanic origin, May 2010
                                                                                                                                                                • Blacks and Hispanics more likely to prefer Glade and Bath & Body Works products
                                                                                                                                                                  • Figure 47: Candle brands purchased in the past two years, by race/Hispanic origin, May 2010
                                                                                                                                                              • Cluster Analysis

                                                                                                                                                                  • Wickers
                                                                                                                                                                    • Demographics
                                                                                                                                                                      • Characteristics
                                                                                                                                                                        • Opportunity
                                                                                                                                                                          • Containers
                                                                                                                                                                            • Demographics
                                                                                                                                                                              • Characteristics
                                                                                                                                                                                • Opportunity
                                                                                                                                                                                  • Reducers
                                                                                                                                                                                    • Demographics
                                                                                                                                                                                      • Characteristics
                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                          • Cluster characteristics
                                                                                                                                                                                            • Figure 48: Candles clusters, May 2010
                                                                                                                                                                                            • Figure 49: Purchase of home air fresheners, by candles clusters, May 2010
                                                                                                                                                                                            • Figure 50: Purchase of candles compared to last year, by candles clusters, May 2010
                                                                                                                                                                                            • Figure 51: Type of candles purchased, by candles clusters, May 2010
                                                                                                                                                                                            • Figure 52: Reasons for buying candles, by candles clusters, May 2010
                                                                                                                                                                                          • Cluster demographics
                                                                                                                                                                                            • Figure 53: Candles clusters, by gender, May 2010
                                                                                                                                                                                            • Figure 54: Candles clusters, by age, May 2010
                                                                                                                                                                                            • Figure 55: Candles clusters, by household income, May 2010
                                                                                                                                                                                            • Figure 56: Candles clusters, by race, May 2010
                                                                                                                                                                                            • Figure 57: Candles clusters, by Hispanic origin, May 2010
                                                                                                                                                                                          • Cluster methodology
                                                                                                                                                                                          • Custom Consumer Groups

                                                                                                                                                                                            • Affluent and mature minorities key segment; men aged 55+ rarely use
                                                                                                                                                                                                • Figure 58: Incidence of candle and aircare product purchase, by key customer consumer groups, May 2010
                                                                                                                                                                                                • Figure 59: Purchase of candles compared to last year, by key custom consumer groups, May 2010
                                                                                                                                                                                              • Manufacturers can target high-demand segments with innovative birthday and dinner table candles
                                                                                                                                                                                                • Figure 60: Type of candles purchased, by high- and low-demand groups, May 2010
                                                                                                                                                                                              • Young affluent Hispanics are heavy spenders
                                                                                                                                                                                                  • Figure 61: Mean and median spend, by high- and low-demand groups, May 2010
                                                                                                                                                                                                • Romance, need to replace and desire to create spa-like experiences are key drivers among heavy users
                                                                                                                                                                                                    • Figure 62: Reasons for buying candles, by high- and low-demand groups, May 2010
                                                                                                                                                                                                • Appendix: Other Useful Consumer Tables

                                                                                                                                                                                                    • Gender
                                                                                                                                                                                                      • Figure 63: Purchase of specific types of candles in past three months, by gender, May 2010
                                                                                                                                                                                                      • Figure 64: Venues where candles are purchased, by gender, May 2010
                                                                                                                                                                                                      • Figure 65: Candle brands purchased in the past two years, by gender, May 2010
                                                                                                                                                                                                    • Household income
                                                                                                                                                                                                      • Figure 66: Purchase of specific types of candles in past three months, by household income, May 2010
                                                                                                                                                                                                      • Figure 67: Attitudes about candle use, by household income, May 2010
                                                                                                                                                                                                      • Figure 68: Attitudes about candle use, by household income, May 2010
                                                                                                                                                                                                      • Figure 69: Attitudes about candle use, by household income, May 2010
                                                                                                                                                                                                      • Figure 70: Purchase of home air fresheners, by household income, May 2010
                                                                                                                                                                                                    • Age
                                                                                                                                                                                                      • Figure 71: Candle brands purchased in the past two years, by age, May 2010
                                                                                                                                                                                                    • Race and Hispanic origin
                                                                                                                                                                                                      • Figure 72: Purchase of candles, by race/Hispanic origin, May 2010
                                                                                                                                                                                                      • Figure 73: Purchase of home air fresheners, by race/Hispanic origin, May 2010
                                                                                                                                                                                                      • Figure 74: Spending on candles, by race/Hispanic origin, May 2010
                                                                                                                                                                                                      • Figure 75: Venues where candles are purchased, by race/Hispanic origin, May 2010
                                                                                                                                                                                                      • Figure 76: Candles purchased for self or as gifts, by race/Hispanic origin, May 2010
                                                                                                                                                                                                      • Figure 77: Attitudes about candle use, by race/Hispanic origin, May 2010
                                                                                                                                                                                                  • Appendix: Trade Associations

                                                                                                                                                                                                    Companies Covered

                                                                                                                                                                                                    • American Herbal Products Association
                                                                                                                                                                                                    • Blyth Inc.
                                                                                                                                                                                                    • Bureau of Economic Analysis
                                                                                                                                                                                                    • Facebook, Inc.
                                                                                                                                                                                                    • Lancaster Colony Corporation
                                                                                                                                                                                                    • Limited Brands Inc
                                                                                                                                                                                                    • Macy's, Inc.
                                                                                                                                                                                                    • McCormick & Company, Inc.
                                                                                                                                                                                                    • National Candle Association
                                                                                                                                                                                                    • Procter & Gamble USA
                                                                                                                                                                                                    • Reed Candle Company
                                                                                                                                                                                                    • SC Johnson
                                                                                                                                                                                                    • Signature Brands LLC
                                                                                                                                                                                                    • Target Corporation
                                                                                                                                                                                                    • The Body Shop - Retail Sales
                                                                                                                                                                                                    • Trader Joe's Company Inc
                                                                                                                                                                                                    • Twitter, Inc.
                                                                                                                                                                                                    • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                    • Village Candle
                                                                                                                                                                                                    • Walmart Stores (USA)
                                                                                                                                                                                                    • Yankee Candle Company Inc., The

                                                                                                                                                                                                    Candles - US - August 2010

                                                                                                                                                                                                    US $3,995.00 (Excl.Tax)