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.
To
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TABLE OF CONTENT
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
Contact
M/s Sheela
90 Sate Street, Suite
700
Albany, NY 12207
USA – Canada Toll
Free: 866-997-4948
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