Candles - US - August 2012
Candle sales have been declining over the last few years as a result of macroeconomic conditions that have caused consumers to scrutinize how they spend their dollars and take steps to minimize their spending of discretionary income. However, some candle brands in the FDMx market have posted sales growth during the yearly review period, indicating that candle companies still have the potential to drive sales in difficult economic conditions. Candles continue to be widely used and enjoyed by consumers, and candle manufacturers and retailers must find ways to engage consumers and secure their dollars even though purchase frequency has declined as a result of the recession.
The key to success in the candles category seems to be creating and launching products that excite and engage consumers, along with communicating the emotional benefits that candles can deliver to high-demand consumer segments, most notably women. Strengthening the positioning of candles as both a decorative and lifestyle product may also help grow sales and usage. In order to help companies better understand the candle consumer and to create products and messaging that drive growth, this report looks to understand how U.S. retail sales have performed in the last few years, what the market forecast looks like between 2012 and 2017, and how macroeconomic conditions are impacting candle sales.
In addition, this report will address competitive categories, what strengths candle companies can leverage against competitive products, and what are some of the leading brands that have achieved success in a market impacted by macroeconomic conditions. Consumer behavior and purchase habits will also be analyzed in this report so that candle manufacturers and retailers can understand how consumers are purchasing candles, how often they are purchasing candles, and what scents they are looking for.
This report builds on the analysis presented in Mintel’s Candles—U.S., August 2011, as well as previous reports in August 2010, August 2009, February 2008, February 2007, February 2006, February 2005, and January 2003 of the same title.
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