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Candles - US - August 2013

“Candles are widely used and enjoyed in American households. However, this market faces some big challenges. Candle usage frequency needs to increase to reinvigorate sales, private label products present a growing threat to branded products, and some benefits that communicate value to the consumer (i.e., long-lasting) could actually be detrimental to market growth.”

– Gabriela Elani, Home & Personal Care Analyst

 Some issues addressed in this report include:

 

  • Increase candle usage occasions and frequency of use
  • Private label candle products are a growing presence in the market
  • Innovations in longer-lasting candles could slow market growth

 

The U.S. candles market has struggled in the past few years since the onset of the recession, but is beginning to show signs of recovery. In 2013, total U.S. retail sales for candle products are $3.14 billion and the market posted a 0.3% sales increase during 2012-13, the first positive growth experienced in several years. Consumer confidence in the economy is increasing and consumers are slowly starting to spend on discretionary household items again. Mintel expects that the category will experience flat sales into 2018, with some small increases and declines over the upcoming five-year period.

Candle companies should focus product development and marketing efforts on consumer groups who are heavily engaged with the category and view candles as a lifestyle product, which includes younger age segments and multiethnic consumer segments. Another strong opportunity for the market is promoting candle usage beyond just for eliminating odors and adding seasonal ambiance. Encouraging the use of candles for more spontaneous, personal occasions when in the home could influence people to use their candles more often and subsequently make more frequent candle purchases.

The key focus of the 2013 report will be on understanding current candle usage behaviors and the opportunities to increase consumer candle usage. This report analyzes U.S. sales performance candle products in the past five years, the market forecast through 2018. This report explores the how often consumers use candles, where they purchase candles, and what factors they take into account when making candle purchases. Consumers’ attitudes concerning candles and their perceptions of candle quality are also discussed in this year’s report.

 

Mintel defines a candles as a body of wax formed around a wick which, when lit, provides a flame and, in many cases, fragrance. The following types of candles are included in the market size: tealights, candles that come in a container (glass jar or tin), votives, pillars, dinner candles (tapers), gel candles, birthday candles, and candles for religious purposes.

Although they are excluded from the market size, “flameless” products are discussed in this report, including flameless candles that have the appearance of wax candles but are battery operated and use LED lights or light bulbs to create the appearance of a flame. Wax melts are also discussed; these consist of a burner device that melts wax pieces/cubes as a means to release fragrance.

 

Candles sold to raise funds for nonprofit organizations, such as schools and clubs, are excluded from the market size estimate.

 

 

Liqueurs - UK - January 2012

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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

                        • The market
                          • Figure 1: Total U.S. retail sales and fan chart forecast of candles, at current prices, 2008-18
                        • Market factors
                          • Consumers have a more positive economic outlook
                            • Growing multiethnic segments will help the market
                              • Candle safety could impact market
                                • Market players
                                  • Figure 2: MULO sales of candles, by leading companies, 2013
                                • The consumer
                                  • Women and younger consumers most likely to use candles
                                    • Figure 3: Usage of candles for any reason, by gender and age, May 2013
                                  • Candle usage frequency varies
                                    • Market players should focus on personal usage occasions for candles
                                      • Figure 4: Candle usage occasions, May 2013
                                    • Mass merchandisers and specialty stores top retailers
                                      • Unsurprisingly, scent and price are top purchase criteria
                                        • Figure 5: Importance of candle purchase factors, May 2013
                                      • What we think
                                      • Issues and Insights

                                          • Increase candle usage occasions and frequency of use
                                            • The issues
                                              • The implications
                                                • Private label candle products are a growing presence in the market
                                                  • The issues
                                                    • The implications
                                                      • Innovations in longer-lasting candles could slow market growth
                                                        • The issues
                                                          • The implications
                                                          • Trend Applications

                                                              • Trend: Man in the Mirror
                                                                • Trend: Extend My Brand
                                                                  • Mintel Futures: East Meets West
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Candles market continues to struggle
                                                                        • Sales and forecast of candles
                                                                          • Figure 6: Total U.S. retail sales and forecast of candles, at current prices, 2008-18
                                                                          • Figure 7: Total U.S. retail sales and forecast of candles, at inflation-adjusted prices, 2008-18
                                                                        • Fan chart forecast
                                                                            • Figure 8: Total U.S. retail sales and fan chart forecast of candles, at current prices, 2008-18
                                                                        • Market Drivers

                                                                          • Key points
                                                                            • Consumer confidence rising, to the benefit of the candles market
                                                                              • Figure 9: University of Michigan’s index of consumer sentiment (ICS), 2008-13
                                                                            • Growing ethnic populations may help market
                                                                              • Figure 10: Population, by race and Hispanic Origin, 2008-18
                                                                            • Safety concerns can impact category
                                                                            • Competitive Context

                                                                              • Air fresheners are main competition for candles market
                                                                                • Figure 11: Types of air fresheners used, January 2012-March 2013
                                                                            • Retail Channels

                                                                              • Key points
                                                                                • Most candles purchased through “other retail channels”
                                                                                  • Figure 12: Retail locations, May 2013
                                                                                • Supermarkets and drug stores struggle for sales
                                                                                  • Sales of candles, by channel
                                                                                    • Figure 13: Total U.S. retail sales of candles, by channel, at current prices, 2011 and 2013
                                                                                    • Figure 14: Total U.S. retail sales of candles, by channel, at current prices, 2008-13
                                                                                • Leading Companies

                                                                                  • Key points
                                                                                    • Private label and “other companies” have strongest presence
                                                                                      • MULO manufacturer sales of candles
                                                                                        • Figure 15: MULO manufacturer sales of candles, by leading companies, 2012 and 2013
                                                                                    • Brand Share—Leading MULO Manufacturers

                                                                                      • Key points
                                                                                        • SC Johnson leading manufacturer
                                                                                          • Yankee Candle struggles
                                                                                            • Air Wick sees success
                                                                                              • Candle manufacturers with $30 million+ in MULO sales
                                                                                                • Figure 16: MULO sales and brand share for companies with $30 million+ in MULO sales, 2012 and 2013
                                                                                            • Brand Share—Other Manufacturers

                                                                                              • Key points
                                                                                                • Some smaller MULO players growing
                                                                                                  • Candle manufacturers with $10-29.9 million in MULO sales
                                                                                                    • Figure 17: MULO sales and brand share for companies with $10-29.9 million in MULO sales, 2012 and 2013
                                                                                                • Innovations and Innovators

                                                                                                  • Bath & Body Works leading 2013 with most product launches
                                                                                                    • Figure 18: Candle product launches, by company, 2008-13
                                                                                                  • Private label launches growing
                                                                                                    • Figure 19: Share of branded and private label candle launches, 2008-13
                                                                                                  • Seasonal claims overtake botanical/herbal claims in 2012
                                                                                                    • Figure 20: Incidence of claims associated with new candles product launches, 2008-13
                                                                                                  • Bath & Body Works launching numerous collections
                                                                                                    • Scents for men
                                                                                                      • Seasonal scents
                                                                                                        • Expanded private label offerings
                                                                                                          • Destination scent collections
                                                                                                            • Greater variety of wax melt products
                                                                                                            • Marketing Strategies

                                                                                                              • Overview
                                                                                                                • Theme: Targeting men with male-specific products
                                                                                                                  • Mandle Company
                                                                                                                    • Figure 21: Mandle Company Website, July 2013
                                                                                                                  • ManCans
                                                                                                                    • Figure 22: ManCans Website, July 2013
                                                                                                                  • Theme: Creating ambiance in the home
                                                                                                                    • Glade
                                                                                                                      • Figure 23: Glade TV commercial, “Fragrant Setting,” October 2012
                                                                                                                    • Air Wick
                                                                                                                      • Figure 24: Air Wick Website, Black Edition Color Changing Candle, July 2013
                                                                                                                    • Theme: Focusing on Scent Collections
                                                                                                                      • Glade
                                                                                                                        • Figure 25: Glade Website, Tropical Collection July 2013
                                                                                                                        • Figure 26: Glade In-Store Pallet Display, July 2013
                                                                                                                      • Bath & Body Works
                                                                                                                          • Figure 27: Bath & Body Work Website, Lakeside Summer Collection, Mahogany Teakwood and Boathouse Row, July 2013
                                                                                                                        • Air Wick
                                                                                                                          • Figure 28: Air Wick Website, National Park Collection, July 2013
                                                                                                                      • Candle Usage

                                                                                                                        • Key points
                                                                                                                          • Candles widely used and enjoyed for scent and decoration
                                                                                                                              • Figure 29: Candle usage, May 2013
                                                                                                                            • Women demonstrate highest incidence of use, but men are also using candles
                                                                                                                              • Young consumers overindex in their use of wax melts
                                                                                                                                • Figure 30: Usage of candles for any reason, by gender and age, May 2013
                                                                                                                                • Figure 31: Repertoire of usage of candles, by gender and age, May 2013
                                                                                                                              • Middle- to higher- income households most likely to use candles
                                                                                                                                • Figure 32: Usage of candles for any reason, by household income, May 2013
                                                                                                                            • Candle Usage Frequency

                                                                                                                              • Key points
                                                                                                                                • Candle usage frequency varies across general population
                                                                                                                                  • Figure 33: Candle usage frequency, by gender and age, May 2013
                                                                                                                                • Those who use multiple types of candles are frequent users
                                                                                                                                  • Figure 34: Candle usage frequency, by repertoire of usage of candles, May 2013
                                                                                                                                • Wax melt users among most likely to be using them once a day
                                                                                                                                  • Figure 35: Candle usage frequency, by usage of candle, May 2013
                                                                                                                                  • Figure 36: Candle usage frequency, by usage of candle, May 2013 (continued)
                                                                                                                              • Candle Usage Occasions

                                                                                                                                • Key points
                                                                                                                                  • Candle users are looking to mask odors and add seasonal ambiance
                                                                                                                                      • Figure 37: Candle usage occasions, by gender and age, May 2013
                                                                                                                                    • Less affluent consumers use candles for practical reasons
                                                                                                                                      • Figure 38: Candle usage occasions, by household income, May 2013
                                                                                                                                  • Retail Locations

                                                                                                                                    • Key points
                                                                                                                                      • Candle users buy candles at mass merchandisers and specialty stores
                                                                                                                                        • Figure 39: Retail locations, by gender and age, May 2013
                                                                                                                                      • Higher-income consumers most likely to shop at specialty stores
                                                                                                                                        • Figure 40: Retail locations, by household income, May 2013
                                                                                                                                      • Mass merchandisers offer candles that meet purchase criteria
                                                                                                                                        • Figure 41: Retail locations, by importance of purchase factors, May 2013
                                                                                                                                        • Figure 42: Retail locations, by importance of purchase factors, May 2013 (continued)
                                                                                                                                    • Purchase Factors

                                                                                                                                      • Key points
                                                                                                                                        • Candle buyers place the greatest importance on scent and price
                                                                                                                                          • Figure 43: Importance of candle purchase factors, May 2013
                                                                                                                                        • Women and men diverge in what matters to them in buying candles
                                                                                                                                          • Figure 44: Importance of candle purchase factors, by gender and age, May 2013
                                                                                                                                        • Affluence impacts importance of purchase criteria
                                                                                                                                          • Figure 45: Importance of candle purchase factors, by household income, May 2013
                                                                                                                                      • Attitudes Concerning Candles

                                                                                                                                        • Key points
                                                                                                                                          • Consumers want their homes to smell good and deliver a nice ambiance
                                                                                                                                            • Figure 46: Attitudes concerning candles, May 2013
                                                                                                                                          • Younger men have an affinity for name brands
                                                                                                                                            • Figure 47: Agreement concerning attitudes toward candles, by gender and age, May 2013
                                                                                                                                          • More affluent consumers have stronger quality associations
                                                                                                                                            • Figure 48: Agreement with attitudes toward candles, by household income, May 2013
                                                                                                                                        • Race and Hispanic Origin

                                                                                                                                          • Key points
                                                                                                                                            • Hispanics most likely to use candles in their homes
                                                                                                                                              • Figure 49: Usage of candles, by race/Hispanic origin, May 2013
                                                                                                                                            • Hispanics most likely to use greatest repertoire of candles
                                                                                                                                              • Figure 50: Repertoire of usage of candles, by race/Hispanic origin, May 2013
                                                                                                                                            • Hispanics most likely to burn candles once a day and a few times a week
                                                                                                                                              • Figure 51: Candle usage frequency, by race/Hispanic origin, May 2013
                                                                                                                                            • Asian/Pacific Islanders buying candles at more expensive retailers
                                                                                                                                              • Figure 52: Retail locations, by race/Hispanic origin, May 2013
                                                                                                                                            • Asian buyers have a number of purchase criteria; Hispanics are looking for multiple sizes
                                                                                                                                              • Figure 53: Importance of candle purchase factors, by race/Hispanic origin, May 2013
                                                                                                                                            • Scent matters to black consumers; Asians have strong quality associations
                                                                                                                                              • Figure 54: Agreement with attitudes concerning candles, by race/Hispanic origin, May 2013
                                                                                                                                          • Cluster Analysis

                                                                                                                                              • Figure 55: Target clusters, May 2013
                                                                                                                                            • Cluster 1: Seasonal
                                                                                                                                              • Opportunities
                                                                                                                                                • Cluster 2: Enthusiasts
                                                                                                                                                  • Opportunities
                                                                                                                                                    • Cluster 3: Traditional
                                                                                                                                                      • Opportunities
                                                                                                                                                        • Cluster 4: Basic
                                                                                                                                                          • Opportunities
                                                                                                                                                            • Cluster characteristic tables
                                                                                                                                                              • Figure 56: Usage of candles, by target clusters, May 2013
                                                                                                                                                              • Figure 57: Usage of candles for burning, by target clusters, May 2013
                                                                                                                                                              • Figure 58: Usage of candles for decorating, by target clusters, May 2013
                                                                                                                                                              • Figure 59: Candle usage frequency, by target clusters, May 2013
                                                                                                                                                              • Figure 60: Candle usage occasions, by target clusters, May 2013
                                                                                                                                                              • Figure 61: Retail locations, by target clusters, May 2013
                                                                                                                                                              • Figure 62: Importance of purchase factors, by target clusters, May 2013
                                                                                                                                                              • Figure 63: Agreement with attitudes toward candles, by target clusters, May 2013
                                                                                                                                                              • Figure 64: Repertoire of usage of candles, by target clusters, May 2013
                                                                                                                                                            • Cluster demographics
                                                                                                                                                              • Figure 65: Target clusters, by demographic, May 2013
                                                                                                                                                          • Appendix—Other Useful Consumer Tables

                                                                                                                                                            • Candle usage
                                                                                                                                                              • Figure 66: Usage of candles for burning, by gender, May 2013
                                                                                                                                                              • Figure 67: Usage of candles for burning, by age, May 2013
                                                                                                                                                              • Figure 68: Usage of candles for burning, by gender and age, May 2013
                                                                                                                                                              • Figure 69: Usage of candles for burning, by household income, May 2013
                                                                                                                                                              • Figure 70: Usage of candles for decorating, by gender, May 2013
                                                                                                                                                              • Figure 71: Usage of candles for decorating, by gender and age, May 2013
                                                                                                                                                              • Figure 72: Usage of candles for decorating, by age, May 2013
                                                                                                                                                              • Figure 73: Usage of candles for decorating, by household income, May 2013
                                                                                                                                                              • Figure 74: Usage of candles for burning, by race/Hispanic origin, May 2013
                                                                                                                                                              • Figure 75: Usage of candles for decorating, by race/Hispanic origin, May 2013
                                                                                                                                                              • Figure 76: Repertoire of usage of candles, by household income, May 2013
                                                                                                                                                            • Candle usage frequency
                                                                                                                                                              • Figure 77: Candle usage frequency, by gender, May 2013
                                                                                                                                                              • Figure 78: Candle usage frequency, by age, May 2013
                                                                                                                                                              • Figure 79: Candle usage frequency, by household income, May 2013
                                                                                                                                                            • Candle usage occasions
                                                                                                                                                              • Figure 80: Candle usage occasions, by gender, May 2013
                                                                                                                                                              • Figure 81: Candle usage occasions, by age, May 2013
                                                                                                                                                              • Figure 82: Candle usage occasions, by race/Hispanic origin, May 2013
                                                                                                                                                              • Figure 83: Candle usage occasions, by repertoire of usage of candles, May 2013
                                                                                                                                                            • Retail locations
                                                                                                                                                              • Figure 84: Retail locations, by gender, May 2013
                                                                                                                                                              • Figure 85: Retail locations, by age, May 2013
                                                                                                                                                            • Purchase factors
                                                                                                                                                              • Figure 86: Importance of candle purchase factors, by gender, May 2013
                                                                                                                                                              • Figure 87: Importance of candle purchase factors, by age, May 2013
                                                                                                                                                            • Attitudes concerning candles
                                                                                                                                                              • Figure 88: Agreement with attitudes toward candles, by gender, May 2013
                                                                                                                                                              • Figure 89: Agreement with attitudes toward candles, by age, May 2013
                                                                                                                                                          • Appendix—Trade Associations

                                                                                                                                                            Companies Covered

                                                                                                                                                            • Family Dollar Stores, Inc
                                                                                                                                                            • Procter & Gamble Company (The)
                                                                                                                                                            • Procter & Gamble USA
                                                                                                                                                            • Reckitt Benckiser USA
                                                                                                                                                            • Reed Candle Company
                                                                                                                                                            • S.C. Johnson & Son, Inc.
                                                                                                                                                            • Village Candle
                                                                                                                                                            • Walmart Stores (USA)
                                                                                                                                                            • Yankee Candle Company Inc., The

                                                                                                                                                            Candles - US - August 2013

                                                                                                                                                            £3,199.84 (Excl.Tax)