The candle market - Germany (2023)

1.1 Introduction

The candle market covers all commercial activities related to the sale and production of candles. The candle market is highly diversified. There are either decorative candles, scented candles, candles used for spiritual purposes, and the list goes on.

Aggregated demand for candles is growing fast on a global scale. Over the period 2023 to 2028, the latest studies estimate an increase of more than 5%. This is primarily due to increased demand for home decoration products. However, supply problems linked to the health crisis have significantly curtailed this market, and candle producers around the world have recorded sharp declines in sales. However, this is not a market that is more affected than others, but you can't help but notice how problematic the internationalization of the candle production process can be in case there's a crisis.

In Germany, the demand for candles has increased. German consumers particularly appreciate scented candles and decorative candles. The typical customer profile in Germany is a wellness-conscious person for whom taking care of his home is very important. In the wake of the pandemic, demand for meditation candles increased.

The main companies present in this market in Germany are major brands such as Yankee Candle (a brand founded in the USA) and Rituals (a brand founded in the Netherlands but with a strong presence in Germany). New start-ups are also developing new products that are more respectful of users' health. These new companies are innovating extensively to stand out from the well-established producers in this market and gain visibility.

Numerous studies have shown that indoor candles pollute the air we breathe. In recent years, there has been a growing demand in Germany for natural, chemical-free candles, and German consumers are keen to make maximum savings when shopping. For this reason, there has also been an increase in demand for large, slower-burning candles, as well as for candle sets that enable the purchase of a large number of candles at a reduced cost.