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Candles - US - August 2011

This report builds on Mintel’s previous analysis of the candle market in Candles—U.S., August 2010, as well as previous reports in August 2009, February 2008, February 2007, February 2006, February 2005, and January 2003.

“Candles” are defined as a body of wax formed around a wick which, when lit, provides a flame and, in many cases, a fragrance. A broad range of candles are available in the U.S. market, ranging from low-cost tealights to heavily ornamented candles intended primarily for decoration that can cost $100 or more. Other common types of candle include tapers, pillars, birthday candles, votives, and candles for religious purposes, among others.

Mintel has segmented the candles market as follows:

  • Candles sold through food, drug, and mass merchandisers (FDMx). These tend to be lower-end tealights, birthday candles, and tapers, but can also include some high-end pillars.
  • Candles sold through non-FDM retail channels (i.e., dollar stores, department stores, candle specialty stores, and gift shops, among other retailers). These can include all types of candle, from low-end tealights to high-end pillars.

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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

                      • FDMx sales continue downward trend
                        • Air fresheners represent key competitive threat
                          • Most motivated to purchase by scent
                            • Religious and unbranded candles show some promise
                              • Eco- and scent-related claims often associated with new launches
                                • Women are the key consumer segment
                                  • Walmart and other mass merchandisers often preferred channel
                                    • Fragrance drives many to purchase
                                    • Insights and Opportunities

                                      • Partner with “deal of the day” firms like Groupon to encourage product trial
                                        • Incentivize customers to participate in viral programs, as Groupon does
                                          • Target religious Hispanics with Catholic imagery
                                            • Figure 1: St. Jude Candle Company product listing catalog image, 2011
                                          • Help consumers create desirable emotional states
                                            • Candles to aid breathing
                                              • Consider offering memory candles
                                              • Inspire Insights

                                                  • Trend: “A Simple Balance for Health”
                                                    • Trend: “Prove It”
                                                    • Market Size and Forecast

                                                      • Key points
                                                        • FDMx sales continue to decline in weak economy and highly competitive sales environment
                                                          • Figure 2: FDMx sales and forecast of candles, at current prices, 2006-16
                                                          • Figure 3: FDMx sales and forecast of candles, at inflation-adjusted prices, 2006-16
                                                        • Walmart sales
                                                          • Fan chart forecast
                                                              • Figure 4: Fan chart forecast of FDMx sales of candles, at current prices, 2006-16
                                                          • Market Drivers

                                                            • Key points
                                                              • Home entertainment trend contributes to demand for candles
                                                                • Figure 5: Changes in lifestyle and spending habits in the past year, May 2011
                                                              • Rise in unemployment undermines consumer confidence
                                                                • Figure 6: Unemployment, January 2007-March 2011
                                                                • Figure 7: University of Michigan Consumer Sentiment Index, March 2007-May 2011
                                                              • Rising CPI discourages discretionary spending
                                                                • Figure 8: Consumer Price Index*, all items, January 2008-February 2011
                                                                • Figure 9: Change in CPI* in food and energy sectors, August 2010-February 2011
                                                            • Competitive Context

                                                              • Air care continues to undermine growth in candle sales
                                                                • Figure 10: Reasons for buying candles, May 2011
                                                              • Spray most popular air-care delivery system
                                                                • Figure 11: Use of air freshener, by type, July-August 2010
                                                              • Refill claims become more common in air care as consumers seek greater value
                                                                • Figure 12: Incidence of claims associated with new air freshener launches, 2005-11
                                                            • Retail Channels—Overview

                                                                • Figure 13: FDMx sales and forecast of candles, at current prices, by channel, 2010 and 2011
                                                            • Supermarket Sales

                                                              • Key points
                                                                • Supermarket sales declining slowly
                                                                  • Figure 14: FDMx sales and forecast of candles at grocery stores, at current prices, 2006-16
                                                              • Other FDMx channels

                                                                • Key points
                                                                  • Other channel also shows steady declines
                                                                    • Figure 15: FDMx sales and forecast of candles in other FDMx stores, at current prices, 2006-16
                                                                • Sales of Candles through Natural Supermarkets

                                                                  • Key points
                                                                    • Insights
                                                                      • Sales of household candles in the natural channel
                                                                        • Figure 16: Natural supermarket sales of candles, at current prices, 2008-10*
                                                                        • Figure 17: Natural supermarket sales of candles, at inflation-adjusted prices, 2008-10*
                                                                      • Natural channel sales by segment
                                                                        • Figure 18: Natural supermarket sales of candles, by segment, 2008 and 2010*
                                                                    • Brand Share—Leading FDMx Manufacturers

                                                                      • Key points
                                                                        • SC Johnson losing share but still dominant
                                                                          • Candle-Lite (Lancaster Colony Corp.)
                                                                            • Yankee Candle
                                                                              • Signature Brands
                                                                                • FDMx sales and brand share for companies with $30 million+ in FDMx sales
                                                                                  • Figure 19: FDMx sales and brand share for companies with $30 million+ in FDMx sales, 2010 and 2011
                                                                              • Brand Share—Other Manufacturers

                                                                                • Key points
                                                                                  • Companies with $10-29.9 million in FDMx sales
                                                                                    • Some mid-sized and smaller firms defy the downward sales trend
                                                                                      • Procter & Gamble (Febreze)
                                                                                        • Village Candle
                                                                                          • Chesapeake Bay Candle (Pacific Trade International)
                                                                                            • St. Jude Candle posts growth with religious offering
                                                                                              • Airwick also defied sales trend
                                                                                                • FDMx sales and brand share for companies with $10-29.9 million in FDMx sales
                                                                                                  • Figure 20: FDMx sales and brand share for companies with $10-29.9 million in FDMx sales, 2010 and 2011
                                                                                                • Companies with $5-9.9 million in FDMx sales
                                                                                                  • Langley/Empire Candle LLC
                                                                                                    • Hanna’s Candle Co.
                                                                                                      • Continental Candle Company wins with religious and generic offering
                                                                                                        • FDMx sales change for companies with $5-9.9 million in FDMx sales
                                                                                                          • Figure 21: FDMx sales growth among companies with $5-9.9 million in FDMx sales, 2010 and 2011
                                                                                                        • Companies with $2-4 million in FDMx sales
                                                                                                          • Decopac finds growth with celebration candles
                                                                                                            • For Every Body wins with eco-friendly offering
                                                                                                              • FDMx sales change for companies with $2-4 million in FDMx sales
                                                                                                                • Figure 22: FDMx sales growth among companies with $2-4 million in FDMx sales, 2010 and 2011
                                                                                                              • Other companies
                                                                                                                • Slatkin & Co.
                                                                                                                  • PartyLite and Blythe Inc.
                                                                                                                    • Aromatique
                                                                                                                      • 100 Candles
                                                                                                                        • Alene Candles
                                                                                                                          • Newville Candle Company (Celebration Candles)
                                                                                                                            • Virginia Candle Company
                                                                                                                            • Innovations and Innovators

                                                                                                                              • Key points
                                                                                                                                • Yankee Candle, Slatkin, and SC Johnson win with innovation
                                                                                                                                  • Figure 23: New candle product launches, 2005-11
                                                                                                                                • Scent-related, ease of use, and eco-friendly packaging common in 2010-11
                                                                                                                                  • Figure 24: Incidence of claims associated with new candle product launches, 2005-11
                                                                                                                                • Glade focuses development efforts on popular scent profiles to maintain dominance
                                                                                                                                  • Yankee introduces QuickScent and a patriotic candle in 2011 that drive growth
                                                                                                                                    • Yankee Candle takes American-made a step further
                                                                                                                                      • Slatkin & Co. continues to introduce broad range of fragrances
                                                                                                                                      • Marketing Strategies

                                                                                                                                        • Key points
                                                                                                                                          • Overview
                                                                                                                                            • SC Johnson (Glade)
                                                                                                                                              • Figure 25: Glade Candle Scents TV ad, 2010
                                                                                                                                              • Figure 26: Glade scented oil candles, TV ad, 2010
                                                                                                                                            • Glade.com
                                                                                                                                              • Figure 27: Quantcast.com estimates for site traffic to glade.com, July 2011
                                                                                                                                            • Procter & Gamble (Febreze)
                                                                                                                                              • Figure 28: Febreze (multi-products) TV ad, 2010
                                                                                                                                            • Febreze.com
                                                                                                                                              • Figure 29: Quantcast.com estimates for site traffic to febreze.com, July 2011
                                                                                                                                            • Febreze uses Facebook to spread viral ads and align with yoga use practitioners
                                                                                                                                              • P&G gets viral with Febreze
                                                                                                                                                • Febreze uses YouTube viral campaign to get people talking
                                                                                                                                                  • Figure 30: Febreze breathe happy campaign/ experiment, July 2011
                                                                                                                                                  • Figure 31: Febreze breathe happy campaign/ dirty room, July 2011
                                                                                                                                                • Febreze also uses consumer reviews to explain and promote products
                                                                                                                                                  • Figure 32: Febreze consumer review 1, July 2011
                                                                                                                                                  • Figure 33: Febreze consumer review 2, July 2011
                                                                                                                                                  • Figure 34: Febreze consumer review 3, July 2011
                                                                                                                                                • Yankee Candle
                                                                                                                                                  • Figure 35: Quantcast.com estimates for site traffic to yankeecandle.com, July 2011
                                                                                                                                                • Facebook
                                                                                                                                                  • Twitter
                                                                                                                                                    • Chesapeake Bay Candle
                                                                                                                                                      • Facebook
                                                                                                                                                        • PartyLite
                                                                                                                                                          • Figure 36: Quantcast.com estimates for site traffic to partylite.com, July 2011
                                                                                                                                                        • Twitter
                                                                                                                                                          • Village Candle
                                                                                                                                                            • Facebook
                                                                                                                                                              • Twitter
                                                                                                                                                                • Bath & Body Works
                                                                                                                                                                  • Figure 37: Quantcast.com estimates for site traffic to bathandbodyworks.com, July 2011
                                                                                                                                                                • Facebook
                                                                                                                                                                • Incidence and Frequency of Buying Candles

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Candle-purchasing patterns remain similar to year past
                                                                                                                                                                      • Figure 38: Incidence and frequency of buying candles, 2009-11
                                                                                                                                                                    • Women more likely to buy candles at least a few times per year
                                                                                                                                                                      • Figure 39: Incidence and frequency of buying candles, by gender, May 2011
                                                                                                                                                                    • 25-54s more likely to buy candles than younger or older adults
                                                                                                                                                                      • Figure 40: Incidence and frequency of buying candles, by six age groups, May 2011
                                                                                                                                                                    • Many households with incomes of 100K+ rarely or never buy candles
                                                                                                                                                                      • Figure 41: Incidence and frequency of buying candles, by five household income groups, May 2011
                                                                                                                                                                    • Women aged 45-54 most likely to buy candles
                                                                                                                                                                      • Figure 42: Who is actually buying candles in the household?; gender by age groups, May 2011
                                                                                                                                                                  • Where People Buy Candles

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Women are more likely to purchase candles in specialty stores
                                                                                                                                                                        • Figure 43: Where people buy candles, by retailer type, by gender, May 2011
                                                                                                                                                                      • Younger candle buyers more likely than others to buy at specialty stores
                                                                                                                                                                        • Figure 44: Where people buy candles, by retailer type, by age, May 2011
                                                                                                                                                                      • Affluents more likely to purchase within specialty channel
                                                                                                                                                                        • Figure 45: Where people buy candles, by retailer type, by household income, May 2011
                                                                                                                                                                    • Why People Buy Candles

                                                                                                                                                                      • Key points
                                                                                                                                                                        • Fragrance is most frequently cited driver of candle purchase
                                                                                                                                                                          • Figure 46: Reasons for buying candles, by gender, May 2011
                                                                                                                                                                        • Odor masking primary driver among 18-24s
                                                                                                                                                                          • Figure 47: Reasons for buying candles, by six age groups, May 2011
                                                                                                                                                                        • Those from $100K+ households more interested in candles for holidays
                                                                                                                                                                          • Figure 48: Reasons for buying candles, by five household income groups, May 2011
                                                                                                                                                                      • A Question of Scent—What do People Like and Buy?

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Most, especially women, like to vary the scents they buy
                                                                                                                                                                            • Figure 49: Interest in scents and scent variation, by gender, May 2011
                                                                                                                                                                          • Those aged 55+ tend to prefer spice-type scents such as cinnamon
                                                                                                                                                                            • Figure 50: Interest in scents and scent variation, by six age groups, May 2011
                                                                                                                                                                          • Parents more likely to express interest in candle-making and scent-layering kits
                                                                                                                                                                            • Figure 51: Interest in scents and scent variation, by presence and number of children, May 2011
                                                                                                                                                                        • Where Candles are Used Around the House

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Women more likely than men to use candles in most rooms
                                                                                                                                                                              • Figure 52: Where candles are used around the house, by gender, May 2011
                                                                                                                                                                            • Young adults more likely to use candles in their bedrooms
                                                                                                                                                                              • Figure 53: Where candles are used around the house, by age, May 2011
                                                                                                                                                                            • Parents more likely to use in bedroom, bathroom, and kitchen
                                                                                                                                                                              • Figure 54: Where candles are used around the house, by presence and number of children, May 2011
                                                                                                                                                                          • Brand Preferences

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Women more likely than men to be brand aware
                                                                                                                                                                                • Figure 55: Brands of candles bought in past two years, by gender, May 2011
                                                                                                                                                                              • Yankee Candle and Bath & Body Works resonate with middle- and upper-income segments
                                                                                                                                                                                • Figure 56: Brands of candles bought in past two years, by household income, May 2011
                                                                                                                                                                              • Households with children more likely to purchase leading brands
                                                                                                                                                                                • Figure 57: Brands of candles bought in past two years, by presence and number of children, May 2011
                                                                                                                                                                            • Interest in U.S.-Made vs. Local/Community-Made Products

                                                                                                                                                                              • Key points
                                                                                                                                                                                • About eight in 10 prefer to buy products made in the U.S.
                                                                                                                                                                                  • Figure 58: Interest in U.S.-made vs. local/community-made products, by gender, May 2011
                                                                                                                                                                                • 45+ segment more likely to prefer American-made products
                                                                                                                                                                                  • Figure 59: Interest in U.S.-made vs. local/community-made products, by six age groups, May 2011
                                                                                                                                                                                • Those earning less than $25K least interested in U.S.-made products
                                                                                                                                                                                  • Figure 60: Interest in U.S.-made vs. local/community-made products, by five household income groups, May 2011
                                                                                                                                                                              • Changes in Lifestyle and Spending Habits in Past Year

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Women more likely to have changed lifestyle and spending
                                                                                                                                                                                    • Figure 61: Changes in lifestyle and spending habits in the past year, by gender, May 2011
                                                                                                                                                                                  • Young adults more likely to report more online and natural purchases
                                                                                                                                                                                    • Figure 62: Changes in lifestyle and spending habits in the past year, by six age groups, May 2011
                                                                                                                                                                                  • Lower- and middle-income segments more likely to look for bargains
                                                                                                                                                                                    • Figure 63: Changes in lifestyle and spending habits in the past year, by five household income groups, May 2011
                                                                                                                                                                                • Impact of Race/Hispanic Origin

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Asians more likely to buy at least a few times per month
                                                                                                                                                                                      • Figure 64: Incidence and frequency of buying candles, by race, May 2011
                                                                                                                                                                                    • Hispanics are more likely to buy candles once a month or more
                                                                                                                                                                                      • Figure 65: Incidence and frequency of buying candles, by Hispanic origin, May 2011
                                                                                                                                                                                    • Blacks most likely to buy candles from Walmart
                                                                                                                                                                                      • Figure 66: Where people buy candles, by retailer type, by race, May 2011
                                                                                                                                                                                    • Hispanics more likely than non-Hispanics to buy from Walmart and dollar stores
                                                                                                                                                                                      • Figure 67: Where people buy candles, by retailer type, by Hispanic origin, May 2011
                                                                                                                                                                                    • Asians most likely to cite relaxation as a motivation for candle purchase
                                                                                                                                                                                      • Figure 68: Reasons for buying candles, by race, May 2011
                                                                                                                                                                                    • Hispanics are much more likely to buy candles for religious observance
                                                                                                                                                                                      • Figure 69: Reasons for buying candles, by Hispanic origin, May 2011
                                                                                                                                                                                    • Blacks are most likely to place candles in the bedroom
                                                                                                                                                                                      • Figure 70: Where candles are used around the house, by race/Hispanic origin, May 2011
                                                                                                                                                                                    • Bath & Body Works is especially popular with Asians
                                                                                                                                                                                      • Figure 71: Brands of candles bought in past two years, by race, May 2011
                                                                                                                                                                                    • Hispanics more likely to use Febreze, non-Hispanics more likely to use Yankee Candle
                                                                                                                                                                                      • Figure 72: Brands of candles bought in past two years, by Hispanic origin, May 2011
                                                                                                                                                                                  • Custom Consumer tables

                                                                                                                                                                                    • Middle-aged women spending more time at home but more frugal
                                                                                                                                                                                      • Figure 73: Changes in lifestyle and spending habits in the past year, by gender and age group, May 2011
                                                                                                                                                                                    • Yankee Candle and Bath & Body Works resonate with women
                                                                                                                                                                                        • Figure 74: Brands of candles bought in past two years, by gender and age group, May 2011
                                                                                                                                                                                      • Yankee Candle and Bath & Body Works hit their target with affluent women
                                                                                                                                                                                        • Figure 75: Brands of candles bought in past two years, by gender and household income, May 2011
                                                                                                                                                                                      • Upper-income women more likely to appreciate spice and varying scents
                                                                                                                                                                                          • Figure 76: Interest in scents and scent variation, by gender and household income, May 2011
                                                                                                                                                                                      • Cluster Analysis

                                                                                                                                                                                          • Candle Enthusiasts
                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                  • Average Users
                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                      • Demographics
                                                                                                                                                                                                        • Opportunity
                                                                                                                                                                                                          • Rarely Relaxing
                                                                                                                                                                                                            • Characteristics
                                                                                                                                                                                                              • Demographics
                                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                                  • Cluster characteristic tables
                                                                                                                                                                                                                    • Figure 77: Candle clusters, May 2011
                                                                                                                                                                                                                    • Figure 78: Frequency of buying candles, by candle clusters, May 2011
                                                                                                                                                                                                                    • Figure 79: Reasons for buying candles, by candle clusters, May 2011
                                                                                                                                                                                                                    • Figure 80: Interest in scents and scent variation, by candle clusters, May 2011
                                                                                                                                                                                                                    • Figure 81: Where candles are used around the house, by candle clusters, May 2011
                                                                                                                                                                                                                    • Figure 82: Interest in U.S.-made vs. local/community-made products, by candle clusters, May 2011
                                                                                                                                                                                                                    • Figure 83: Changes in lifestyle and spending habits in the past year, by candle clusters, May 2011
                                                                                                                                                                                                                    • Figure 84: Changes in credit card usage in past year, by candle clusters, May 2011
                                                                                                                                                                                                                  • Cluster demographic tables
                                                                                                                                                                                                                    • Figure 85: Candle clusters, by gender, May 2011
                                                                                                                                                                                                                    • Figure 86: Candle clusters, by age, May 2011
                                                                                                                                                                                                                    • Figure 87: Candle clusters, by household income, May 2011
                                                                                                                                                                                                                    • Figure 88: Candle clusters, by race, May 2011
                                                                                                                                                                                                                    • Figure 89: Candle clusters, by Hispanic origin, May 2011
                                                                                                                                                                                                                  • Cluster methodology
                                                                                                                                                                                                                  • Appendix—Other Useful Tables

                                                                                                                                                                                                                      • Incidence and frequency of buying candles
                                                                                                                                                                                                                        • Figure 90: Incidence and frequency of buying candles, by four household size groups, May 2011
                                                                                                                                                                                                                        • Figure 91: Incidence and frequency of buying candles, by presence and number of children, May 2011
                                                                                                                                                                                                                        • Figure 92: Incidence and frequency of buying candles, by gender and household income, May 2011
                                                                                                                                                                                                                        • Figure 93: Incidence and frequency of buying candles, by gender and age group, May 2011
                                                                                                                                                                                                                      • Who is actually buying candles
                                                                                                                                                                                                                        • Figure 94: Who is actually buying candles in the household?; by five age groups, May 2011
                                                                                                                                                                                                                        • Figure 95: Who is actually buying candles in the household?; by four household size groups, May 2011
                                                                                                                                                                                                                        • Figure 96: Who is actually buying candles in the household?; by presence and number of children, May 2011
                                                                                                                                                                                                                        • Figure 97: Who is actually buying candles in the household?; by census region, May 2011
                                                                                                                                                                                                                        • Figure 98: Who is actually buying candles in the household?; by five household income groups, May 2011
                                                                                                                                                                                                                        • Figure 99: Who is actually buying candles in the household?; by five race groups, May 2011
                                                                                                                                                                                                                        • Figure 100: Who is actually buying candles in the household?; by four household size groups, May 2011
                                                                                                                                                                                                                        • Figure 101: Who is actually buying candles in the household?; by presence and number of children, May 2011
                                                                                                                                                                                                                        • Figure 102: Who is actually buying candles in the household?; by census region, May 2011
                                                                                                                                                                                                                        • Figure 103: Who is actually buying candles in the household?; by five race groups, May 2011
                                                                                                                                                                                                                        • Figure 104: Who is actually buying candles in the household?; by four race groups, May 2011
                                                                                                                                                                                                                        • Figure 105: Who is actually buying candles in the household?; by Hispanic origin, May 2011
                                                                                                                                                                                                                      • Where people buy candles
                                                                                                                                                                                                                        • Figure 106: Where people buy candles, by retailer type, by four household size groups, May 2011
                                                                                                                                                                                                                        • Figure 107: Where people buy candles, by retailer type, by presence and number of children, May 2011
                                                                                                                                                                                                                        • Figure 108: Where people buy candles, by retailer type, by census region, May 2011
                                                                                                                                                                                                                        • Figure 109: Where people buy candles, by retailer type, by gender and household income, May 2011
                                                                                                                                                                                                                        • Figure 110: Where people buy candles, by retailer type, by gender and age group, May 2011
                                                                                                                                                                                                                      • Why people buy candles
                                                                                                                                                                                                                        • Figure 111: Reasons for buying candles, by four household size groups, May 2011
                                                                                                                                                                                                                        • Figure 112: Reasons for buying candles, by presence and number of children, May 2011
                                                                                                                                                                                                                        • Figure 113: Reasons for buying candles, by census region, May 2011
                                                                                                                                                                                                                        • Figure 114: Reasons for buying candles, by gender and household income, May 2011
                                                                                                                                                                                                                        • Figure 115: Reasons for buying candles, by gender and age group, May 2011
                                                                                                                                                                                                                      • A question of scent—what do people like and buy?
                                                                                                                                                                                                                        • Figure 116: Interest in scents and scent variation, by five household income groups, May 2011
                                                                                                                                                                                                                        • Figure 117: Interest in scents and scent variation, by four household size groups, May 2011
                                                                                                                                                                                                                        • Figure 118: Interest in scents and scent variation, by census region, May 2011
                                                                                                                                                                                                                        • Figure 119: Interest in scents and scent variation, by gender and age group, May 2011
                                                                                                                                                                                                                        • Figure 120: Interest in scents and scent variation, by four race groups, May 2011
                                                                                                                                                                                                                        • Figure 121: Interest in scents and scent variation, by Hispanic origin, May 2011
                                                                                                                                                                                                                      • Where candles are used around the house
                                                                                                                                                                                                                        • Figure 122: Where candles are used around the house, by census region, May 2011
                                                                                                                                                                                                                        • Figure 123: Where candles are used around the house, by gender and household income, May 2011
                                                                                                                                                                                                                        • Figure 124: Where candles are used around the house, by gender and age group, May 2011
                                                                                                                                                                                                                      • Brand preferences
                                                                                                                                                                                                                        • Figure 125: Brands of candles bought in past two years, by six age groups, May 2011
                                                                                                                                                                                                                        • Figure 126: Brands of candles bought in past two years, by four household size groups, May 2011
                                                                                                                                                                                                                        • Figure 127: Brands of candles bought in past two years, by census region, May 2011
                                                                                                                                                                                                                      • Interest in U.S.-made vs. local/community-made products
                                                                                                                                                                                                                        • Figure 128: Interest in U.S.-made vs. local/community-made products, by four household size groups, May 2011
                                                                                                                                                                                                                        • Figure 129: Interest in U.S.-made vs. local/community-made products, by presence and number of children, May 2011
                                                                                                                                                                                                                        • Figure 130: Interest in U.S.-made vs. local/community-made products, by census region, May 2011
                                                                                                                                                                                                                        • Figure 131: Interest in U.S.-made vs. local/community-made products, by gender and household income, May 2011
                                                                                                                                                                                                                        • Figure 132: Interest in U.S.-made vs. local/community-made products, by gender and age group, May 2011
                                                                                                                                                                                                                      • Changes in lifestyle and spending habits in past year
                                                                                                                                                                                                                        • Figure 133: Changes in lifestyle and spending habits in the past year, by four household size groups, May 2011
                                                                                                                                                                                                                        • Figure 134: Changes in lifestyle and spending habits in the past year, by census region, May 2011
                                                                                                                                                                                                                        • Figure 135: Changes in lifestyle and spending habits in the past year, by gender and household income, May 2011
                                                                                                                                                                                                                    • Appendix—Trade Associations

                                                                                                                                                                                                                      Companies Covered

                                                                                                                                                                                                                      • American Herbal Products Association
                                                                                                                                                                                                                      • Bath & Body Works
                                                                                                                                                                                                                      • Christian Dior
                                                                                                                                                                                                                      • Federal Trade Commission
                                                                                                                                                                                                                      • Kohl's Corporation
                                                                                                                                                                                                                      • Lancaster Colony Corporation
                                                                                                                                                                                                                      • Macy's, Inc.
                                                                                                                                                                                                                      • National Candle Association
                                                                                                                                                                                                                      • PartyLite Worldwide Inc.
                                                                                                                                                                                                                      • Procter & Gamble USA
                                                                                                                                                                                                                      • Reed Candle Company
                                                                                                                                                                                                                      • S.C. Johnson & Son, Inc.
                                                                                                                                                                                                                      • Signature Brands LLC
                                                                                                                                                                                                                      • U.S. Bureau of Labor Statistics
                                                                                                                                                                                                                      • Village Candle
                                                                                                                                                                                                                      • Yankee Candle Company Inc., The

                                                                                                                                                                                                                      Candles - US - August 2011

                                                                                                                                                                                                                      £3,199.84 (Excl.Tax)