The candle market - France (2024)

1.2 A fast-growing global market

Below is an analysis of the outlook for the size of the candle market. A CACGR growth rate of *.*% is expected over the next six years .

outlook for candle market size World, ****-****, in $ billions Source: ****

Below, we can also look at a specific segment of this candle market: scented candles.

Prospective market size for scented candles World, ****-****, in $ billions Source: ****

Now, let's analyze the candle-exporting countries. We notice that China and Poland are far ahead with nearly $*** million in exports ahead of the Netherlands; *ᵉ exporting country with $*** million.

Top * candle exporting countries World, ****, in millions of $ Source: ****

Below, candle-importing countries with the USA well in the lead.

Top * candle importing countries World, ****, in millions of $ Source: ****

The most dynamic market over the period is expected to be Asia, where demand will continue to grow in ****. The European market, which is the largest in terms of value and the most mature, should also see growth in ****.

The biggest companies on the market are Yankee Candle (***) and The White Company.

1.3 French growth slowed by the health crisis

In ****, the candle market in France was worth €***.* million. This value is obtained by adding the value of domestic candle production (***).

Proceeding in the same way, and taking into account the increase in industrial investment, we estimate the French candle market at €***.* million. We consider an overall increase in production in France, with a strong increase in imports (***). Source: ****

The decrease in France's trade deficit on the candle market covers the considered increase in candle production.

National production data for **** are not available, but after a sharp decline in **** due to the COVID-** crisis, France's industrial sector grew in ****, with industrial investment (***) up **% on **** Source: ****

The candle market was in a good state of momentum until ****, recording total growth of **% between **** and ****. However, **** saw a **.*% decline in market size. Indeed, while exports continued to rise (***), French imports and production both declined.

Candle market trends for manufacturers France, ****-****, € million Source: ****

1.4 International trade

France has a sizeable trade deficit when it comes to the candle market. Indeed, the country's candle exports are lower than its imports, although the difference is tending to decrease. There will be a sharp increase in both imports and exports by ****[***]. With exports growing faster than imports, France's candle trade deficit has decreased from -** million € in **** to -**.* million € in ****. In ****, foreign trade in candles continued to rise, as shown in the graph below.

trend in French candle exports and imports France, ****-****, in millions USD Source: ****

Around **% of candles imported into France come from China. This makes China by far the leading import partner. Other European countries follow: Poland, Italy, Belgium and Germany.

Major beneficiaries of French candle imports France, ****, percentage Source: UN Comtrade In terms of exports, French candles are destined first and foremost for the United States, which receives **.*%, closely followed by the United Kingdom, China, Italy and the Netherlands. Major beneficiaries of French candle exports France, ****, percentage Source: ****

1.5 European demand and consumer habits

TheEuropean Candle Association has carried out a survey of consumer trends in candle buying.

Candle purchases follow a gendered trend, with the majority of candle consumers being women, as shown in the graph below.

Ever bought a candle Europe, ****, in % Source: ****

These candles are generally purchased via two different distribution channels: grocery stores or department stores. This trend needs to be put into perspective with the rise of online shopping in Europe in recent years.

Europeans' preferred distribution channels for buying candles Europe, ****, in Source: ****

The main purchasing criteria remain the scent of the candle, as shown in the graph below:

Candle purchasing criteria Europe, ****, in Source: ****

Half the people in the market use candles at least once a week Significantly more women than men do so (***) are the most frequently used candle types. The majority of those questioned say they use candles to create a pleasant atmosphere at home, for holidays and birthdays

Consumer use of candles Europe, ****, in % of respondents Source: ****

2.1 Reasons for requesting candles

There are many different types of candle, used in many different situations. Despite the absence of statistical data, it is possible to draw up a typology of supply based on these different demands:

The offer is thus segmented into candles used for birthdays, candles intended as gifts, candles whose main function is lighting and, finally, candles whose main function is the diffusion of a pleasant scent (***). These four segments can sometimes overlap, providing the market with a wide range of candles.

According to a Europe-wide study carried out by the Association of European Candle Manufacturers(***) in ****enne, candles stand out from other scented products for their ability to create a "pleasant" atmosphere while "representing a good gift".

The study reports that the candles most used by customers are tea lights (***).

Birthdays

Birthday candles (***) account for a large proportion of candle demand in France, as they are commonly used to celebrate birthdays with a cake.

According to an infographic produced by Le Monde, using INSEE data, the most frequent birthday dates are between mid-April and the end of July. This suggests that birthday candle consumption is highest during this period.

Gift

Some candles stand out for their quality, appearance and durability. The ...

2.2 A demand driven by scented candles

According to a report by the European Candle Association(***), the space allotted to candles in stores is shrinking all the time.

However, some types of candle are managing to maintain sales growth despite the current price war. Such is the case with votive candles (***), which come in a variety of colors

The association also highlights the fact that consumers are increasingly attracted to scented candles, with a preference for those in a jar and/or aesthetic receptacle.

This trend is confirmed by the growing popularity of the search term "scented candles" on Google. Over the past * years, interest in scented candles ahead of the festive season has been growing. In November ****, as the COVID-** pandemic forces customers to stay at home more often, search interest peaked. The year-end peak in **** is nevertheless lower than in ****, despite the second containment in force in France, but remains ahead of pre-pandemic data. At the end of ****, interest in scented candles is again strong. The scented candle seems to be positioning itself as a major gift for the festive season.

Evolution of interest in the search "scented candles" on Google France, ****-**** Source: ****

2.3 A new aesthetic demand

Today, the candle's original luminous function has been largely forgotten, and has given way to a new, more dynamic use by a new generation. The candle market is being driven by scented candles, which meet a new demand. Indeed, candle pure player Yankee Candle now offers over *** different scents and a catalog of over *** different candles. However, there is still a strong demand for unscented candles that meet an aesthetic desire for interior decoration. To get an idea of the importance of this phenomenon, one need only look at the more than ** million Instagram posts with a candle hashtag, most of the candles featured are non-scented and instead offer striking visual elements, such as bright colors or original shapes. In this way, social networks add another dimension to the candle, which, in addition to being consumed on the spot by the buyer, is shared through photos that are enlivened by visually striking objects. One example is the twisted candles offered by several brands, such as HAY, whose success is undoubtedly linked to the buzz induced on the TikTok social network, where the fashion was to try to recreate the candle. [***]

2.4 Request for handmade, local and natural candles

Over the past few years, the craft industry in France has enjoyed a resurgence in popularity across the full range of areas covered by this branch of the trade. The boom in micro-businesses has helped to develop small-scale crafts and attract many young people to the market. The craft industry is enjoying strong growth and dynamism in France, with *% more businesses in **** than in ****. [***]

The candle market is benefiting from this local effervescence, with many small, young and connected candle makers emerging, making full use of social networks to promote their new collections.they use social networks to promote their new candle collections, while at the same time meeting local demand by selling their products at artisan markets. According to the French Ministry of Agriculture and Food Sovereignty, **% of French people want to consume more local products for their food and artisanal products by ****. [***]

Natural candles are made exclusively from ecological materials, with natural waxes (***) and cotton or wood wicks. The scents and colors of the candles are also obtained from plant extracts and natural oils, the approach is advanced to best meet consumer demand for natural candles. [***]

These artisanal, local and natural arrangements respond to customer demand and are part ...

2.5 Contextual demand linked to rising energy prices

The war in Ukraine has caused energy prices in Europe to soar, and this energy crisis has been a boon for the candle market in France and Europe. The risk of power cuts announced by EDF for the winter of ****-**** caused demand for candles to skyrocket.

This prompted candle makers to step up production to meet the sudden surge in demand. The sector enjoyed a **% increase in sales in early December ****.

The flagship product to meet this demand does not match the rest of the demand trend. It is the traditional white unscented box of ** candles. [***]

2.6 Amazon bestsellers

The undisputed leader in online sales, Amazon offers a wide range of candles. In order to better understand the specifics of demand, it may be interesting to take a closer look at the best sellers in the "candles" category. Here are the best-selling candles on Amazon in descending order (***):

3.1 A highly concentrated market

According to the Syndicat Général des Fabricants de Bougies et Ciriers, the candle-making market is particularly concentrated, with * companies accounting for **% of national production. Listed below are the union's members, with their most recent sales figures where available.

Source: ****

3.2 Candle composition

All candles are made from the same raw materials, in different proportions (***). [***]

Wax and kerosene give the candle its hardness. These materials can be used pure or in combination. Today, kerosene is by far the most widely used candle-making material. [***]

In recent years, kerosene gel has made its appearance alongside waxes and kerosene. This translucent material has the advantage of burning more slowly than wax and kerosene.

The oil phase is made up of vegetable oils and/or butters, which make candles less solid and easier to melt when heated.

Pigments and dyes are used to color the candle, using plant powders and vegetable oils.

Finally, perfumes and scented solutions (***) give the candle a pleasant scent as it melts. These must have a flash point above ** degrees.

According to the Syndicat Général des Fabricants de Bougies et Ciriers, national candle production is currently dominated by scented and colored candles, which both account for **% of national candle production.

Household and tea-light candles round out national production.

3.3 Distribution organized according to candle offering

We can distinguish several distribution channels for candles, each of which distributes more or less high-end candles.

Mass retail (***): a segment positioned at the lower end of the market; Home decoration department stores: low to mid-range; Cosmetics stores: medium to high-end.

While supermarkets mainly distribute low-end candles such as low-cost tea-lights, cosmetics stores(***) distribute much more high-end candles.

In between, home decoration stores such as Zara Home or Ikea sell candles at lower to mid-range prices.

More and more online distribution channels are developing. They allow you to buy from brands that are not distributed in France(***). Numerous sites such as We Candle and La Belle Mèche have established themselves in this distribution channel. The candles offered are generally medium to high-end, in order to stand out from the classic mass-market channels.

Source: ****

An analysis of the websites of various candle brands reveals that jar candles and cylindrical candles (***) are the most frequently sold candles in stores, well ahead of birthday candles and tea lights.

4.1 Many different candles on the market

The Syndicat Général des Fabricants de Bougies et Ciriers offers an overview of the different candles sold on the market. A distinction can be made between two types of product:

Antique (***); Scented candles, which are more recent, and within which we need to distinguish between mood candles and massage candles (***).

These categories can now be broken down further, as the range of candles on the market has expanded in recent years.

Molded candles (***) ; Tealights (***); Atmospheric candles (***). [***]

Source: ****

The distribution of candles is as follows:

Breakdown of candle production by category France, in Source: ****

As explained above, scented and colored candles each account for **% of supply. The remaining **% are household and tea-light candles.

4.2 Prices vary widely according to candle type

There are no statistical data on candle prices in France. However, it is possible to record the prices charged by distributors and major candle brands.

The table below shows the unit prices observed on brand websites.

Source: ****

While theECA refers to the price war for tea lights, linked to their low added value and competition from countries with lower labor costs, mood candles are succeeding.while the ECA refers to the price war for tea lights, linked to their low added value and competition from countries with lower labor costs, tea lights manage to stand out with their relatively high prices.

These prices generally reflect the quality of the materials used in their manufacture, but above all the reputation of the brand that markets them.

4.3 A range split between low and high end

Scented and jeweled candles gain ground

Blended with essential oils or fragrances that give them a distinctive, pleasant scent, scented candles are gaining ground with consumers. One of the sector's leaders, Party Lite, for example, achieved sales of **.* million euros in ****. [***]

Party Lite explains in particular that these highly profitable candles are mainly aimed at female customers, who account for **% of the total.

These candles have made a name for themselves in the home, both as odor removers and as mood enhancers.

Communication around these products is aimed above all at a younger clientele, in particular via social networks such as Instagram. Under the hashtag "bougie", over *.* million publications feature candles, particularly scented ones.

LED candles compete with tea lights

More expensive than traditional tea lights, LED tea lights can be reused several times. They come in all formats:

Tea lights ; Sparklers; Cylindrical candles.

Candle holders

Candleholders are small, footless candleholders with a handle for transport. They are generally used to complete an interior decoration scheme, and can hold a tea light.

Their purpose is not necessarily to light the room, but to create a certain atmosphere. With the development of new candles, the style of candleholders has diversified. They are ...

4.4 Supply trends: beeswax

Beeswax is a well-known alternative to traditional kerosene wax. The following table lists the best sellers on the Amazon website:

5.1 Labeling requirements for candles placed on the market

When placing a chemical product on the market, manufacturers are required to label their products according to the CLP (***) standard. This obligation came into force in ****.

In concrete terms, this means the following rules for scented candles and fluxes:

Danger pictograms must appear where necessary; If hazardous substances or allergens are present, the composition must mention them, with a phrase in the form EUH *** "contains [***] May produce an allergic reaction" when concentrations are too high (***); The name, address and telephone number of the manufacturer must appear on the candle label.

Since the beginning of ****, AFNOR labeling standards require * phrases: "ventilate the room after use" and "avoid inhaling smoke directly", in addition to the other phrases required.

5.2 Rules for scented candles in France

The Syndicat Général des Fabricants de Bougies et Ciriers reports on a study published in **** on the risks associated with the use of scented candles.

Candles imported from other countries (***) are not all subject to the same regulations. In France, there are numerous rules governing the design, production and manufacture of candles. These include the REACH regulation, which establishes a certain number of standards to determine the risks associated with certain chemical substances. In the case of candles, these regulations categorize the different materials used in their manufacture. [***]

Finally, it should be noted that French candle manufacturers must comply with the standards set by IFRA, which certifies all substances used in perfumery (***). [***]

6.1 Segmentation

6.2 Financial analysis of companies in the sector

• Yankee Candle France
• Esteban
• Durance
• Bougies La française - My Jolie Candle ( (Emosia Groupe)
• Baobab Collection
• Geodesis
• Hypsipyle
• Ciergerie Constant Desfossés (Emosia Groupe)
• Manufacture française de Bougies
• Bourguignonne des Cires et Dérivés
• Bach frères
• Ciergerie Leroy
• CIR Trudon
• Bougie et Senteur
• Alinéa
• Ciergerie du Sud-Est - Notre dame de france
• Eurobougie
• Devineau (Emosia Groupe)
• Denis & fils Bougies
• Habitat France
• Les Bougistes
• L Déco Bougies Naturelles
• Maison Montagut - Le Chatelard
• Emosia Groupe (Maison Berger)
• Diptyque
• My Jolie Candle