The candle market - Italy (2024)

1.2 The global candle market

he global candle market has emerged as a dynamic and evolving segment within the consumer goods industry, combining tradition and innovation amid growing interest in personal well-being and home décor. Originally conceived as primary sources of lighting, candles have spanned centuries of history, transforming from simple practical tools to true design elements and vehicles for unique sensory experiences. Today, this market embraces an incredible variety of products, from scented candles that create relaxing and welcoming atmospheres, to decorative candles that enrich spaces with style and elegance, to functional candles designed for meditation and aromatherapy, promoting well-being and concentration. Such properties of fragrances to connect on an emotional level are expected to foster market growth. The size of the global candle market reached nearly $*.** billion in ****. It is expected to grow at a CAGR of *.* percent during ****-**** to reach a value of $**.** billion by ****.

Global value of the candle market World, ****-****, in billions of dollars (***) Expert Market Research

1.3 The Italian candle market

The Italian candle market has undergone a profound transformation in the last decade, going from being a stable and unpopular sector to an opportunity in which high-fashion companies, startups, and investors have bet with great success. The graph below reports this radical change in market value by going to analyze the value of production sold of candles, tapers, and similar items from **** to ****. It can be seen that there has been a significant increase of**.* percent in the years analyzed. The purchase of candles is stimulated by several factors, including increased interest in mindfulness practices, the search for solutions to improve home air quality, and the desire to personalize living spaces with warm and welcoming touches.

Production sold of candles, tapers and similar items Italy, ****-****, in millions of euros (***) Istat

1.4 Imports and exports

Candle market trends during ****-**** reveal interesting dynamics in terms of international trade. Although the value of imports is higher than that of exports, a more pronounced growth of exports is observed, with an increase of **.* percent against ** percent for imports. This figure suggests a strengthening of the productive and competitive capacity of domestic producers in the global market, capable of significantly expanding their foreign presence in terms of value. However, the coverage rate, which measures the ratio of exports to imports, shows a noticeable change: from a significant surplus in ****, with a rate of ***, it declines sharply in ****, dropping to ** and maintaining this trend.

Exports, imports and coverage rate in candles, tapers and the like Italy, ****-****, in millions of dollars (***) UNComtrade

Exports are highly fragmented, with the top five consuming countries being France(***).

Distribution of exports among the top * consumer countries Italy, ****, % UNComtrade

Analyzing the value of imports, the top supplier country is China (***).

Breakdown of imports among the top * supplier countries Italy, ****, % UNComtrade

2.1 Overview of demand

Besides being a product with many therapeutic and relaxing functions, candles are also a perfect gift. Given the general appreciation of candles, they are a perfect solution for occasions and holidays. The graph below represents the proportion of searches for a given term in a given region over a given period of time, compared to when it was most searched (***) and the holiday season, the search value increases significantly.

User interest by search word "candle" Italy, ****-****, Google Trends index Google Trends

2.2 Determinants of demand

There are multiple determinants of demand, such as medical and therapeutic uses, home care, personal care, but also the use of the product in specific contexts (***). In addition, it is interesting to note that the market has been greatly boosted by the creation of a real candle trend rooted in social networks, understood as a moment of well-being and personal care, as well as a harmonious object.[***]

Aromatherapy

The market for scented candles is highly dependent on the growing awareness about the application of the product in different types of candle massages and aromatherapies. Scented candles are widely used in these therapeutic procedures, as they make the environment relaxing for achieving a calm and meditative state of mind. The use of essential oils in scented candles to impart fragrance makes them useful for calming the brain and senses, and also for re-energizing one's spirit. In addition, each fragrance has unique therapeutic significance, so there is an increased demand for customized scented candles used in therapeutics and to realize relaxation in an explicit state of health. The global aromatherapy market size was valued at $*,*** million in **** and is expected to grow at a compound annual growth rate(***) of **.* percent from **** to ****.

Global ...

2.3 Geographical distribution of demand

To visualize the distribution of regions' interest at the geographic level, an overview of the search performed through Google Trends by search item is proposed. Values are calculated on a scale of * to ***, where *** indicates the location with the highest search frequency as a proportion of total searches for that location, and a value of ** indicates a location with half as many searches. The value *, on the other hand, indicates a locality for which insufficient data has been collected. It can be seen that interest tends to be high throughout the peninsula, recording the highest values in Basilicata and Veneto.

2.4 New demand trends: the candle massage

Candle Massage represents an innovative and particularly popular technique in holistic therapies and wellness treatments. This method makes use of specific candles, specially formulated for massage, which, once lit, transform into a warm, fragrant oil. The particularity of these candles lies in their composition, rich in natural butters and essential oils, which, when heated, release beneficial substances capable of deeply nourishing the skin, as well as diffusing relaxing and enveloping aromas into the environment. During the treatment, the warm oil is poured directly onto the skin and massaged with slow, enveloping movements, promoting a deep state of both physical and mental relaxation. The warmth helps ease muscle tension, improving blood circulation and promoting a deep sense of well-being. Candle Massage is distinguished by its ability to engage multiple senses at once, offering a unique, multi-sensory relaxation experience that leaves the skin soft, moisturized, and delicately scented.

The physical benefits of candle massage

Candle massage offers a number of physical benefits beyond simple relaxation; in fact, this practice combines the calming properties of massage with the benefits ofaromatherapy and deephydration of the skin. One of the main physical benefits that can occur is the relief of muscle tension. During the session, the ...

3.1 Market structure

To visualize the market size of the candle industry in Italy, consider Ateco Code **.**.**, comprising:

manufacture of globes; manufacture of lighters; manufacture of articles for personal use: pipes, combs, hair clips, toilet sprayers, thermos and other isothermal containers for personal or household use; manufacture of miscellaneous articles: candles, lanterns and the like, artificial flowers, leaves and fruits, objets-être, hand sieves and sieves, dummies, medals, cups, etc; manufacture of spectacle cases; manufacture of objects for parties, carnival or other amusements, including objects for conjuring tricks; manufacture of flower baskets, bouquets and wreaths of artificial or dried flowers, flower coloring; activities of taxidermists.

The sector recorded an increase in activity of **.* percent from **** to ****; ****, the latest year available, represents the highest value touched in these last five years taken into account.

Active enterprises (***) Italy, ****-****, number of units Istat

The most prevalent legal form of active businesses in the flower and plant wholesale sector is sole proprietors, freelancers and the self-employed, accounting for **.* percent.This high figure underscores the often artisanal and personalized nature of the sector, with many florists operating as individual professionals or small family businesses, where personalization and direct relationship with the customer are key. General partnerships(***), which make ...

3.2 Value Chain

The process of candle production and distribution has several stages; first, new product design and experimentation with different types of cra (***), fragrances, dyes, and wicks are carried out.

Raw material supply: main raw materials include various types of wax, wicks, containers (***), fragrances and dyes. Sustainable sourcing and supply chain ethics are important aspects at this stage, especially for companies aiming for sustainability. Production: this stage covers the candle-making process, which can range from melting the wax, adding fragrances and dyes, to placing the wick and pouring the wax into containers. Production can range from highly automated processes to artisanal methods, depending on the scale and type of candle produced. Distribution: the candles produced are then distributed through various channels, which can include wholesale distributors, online and offline retailers, and direct-to-consumer markets such as brand stores and craft markets. Efficient logistics and inventory management are essential at this stage. Selling: marketing strategies and promotional activities are employed to attract consumers and increase brand awareness. This can include online and offline advertising, social media marketing, collaborations with influencers, and participation in trade shows and events. Retail, both in physical stores and online, is the final point of contact with the consumer.

There are ...

3.3 Main players in the industry

Italy also has a long history of manufacturing excellence in the field of candles: some of today's leading wax factories producing design and furniture products were established more than two centuries ago to supply the population and churches with candles for religious services and home lighting. These artisans have managed to survive over the centuries and still offer their products, some of international renown to the public.

4.1 Overview of the offer

The types of candles are manyfold, as are their uses.

[***]

4.2 Prices

The following is an indicative overview of prices by product taken under analysis:

The trend of candles as a decorative object has also involved major high-fashion brands, giving rise to a new segment in the candle market. This segment, characterized by extremely refined products, has emerged in recent years and has seen great success. Among the most recent launches are those of Versace and Louis Vuitton. In addition, Dior has innovated its Collection Privée and Gucci has chosen cases for its Décor line candles. Prada and Hermes are catching up with brands such as Etro and Brunello Cucinelli, which are now well established in the market, and are currently experimenting with fragrances and products. As far as prices are concerned, the segment clearly requires another level of spending than traditional candles. Prices at any rate are very variable and can go as high as *** euros, like Dolce&Gabbana's scented candles, and touch ** euros, like Dior's Eden-Roc candle. The table below presents an overview of the models and prices offered by major haute couture companies.[***]

4.3 Candle Touch: industry innovation

In the age of technology, where the goal seems to be to make "smart" and connected all objects of daily life, from shoes to a wide variety of accessories, a surprising innovation has emerged that reinvents one of the oldest lighting tools: the candle. For centuries, candles have been a fundamental source of light for humankind, with the earliest examples dating back to the time of the ancient Romans. These used rudimentary candles made of hemp cords dipped in pitch or animal wax, widely used well before the invention of electricity and considered, like oil lamps, a reliable and low-cost lighting solution. In this historical and cultural context, Candle Touch was born: a device that transforms the traditional candle into a smart object. The product consists of:

a base: the base houses the rechargeable battery and electronic components, onto which a scented candle body, made of coconut wax, is screwed; acotton wick: this runs through the candle body, surrounded by a coil of wire that, once activated wirelessly via an app compatible with both iOS and Android, heats up via the electric current sent from the base, lighting, thus, the wick.

Using Bluetooth *.* technology, the app allows the candle to be ...

5.1 Regulation

European context

The candle market requires consideration of various regulations designed to ensure the safety, quality and sustainability of the products offered to consumers. These laws and regulations may relate to the composition of candles, labels, chemicals used, and safety standards.

REACH Regulation (***) Regulation is a European Union regulation that aims to protect human health and the environment from the harmful effects of chemicals. It requires companies to register chemicals produced in or imported into the EU in quantities exceeding one ton per year. This regulation also covers candles, particularly with regard to the chemicals used in their production. CLP Regulation (***) Regulation establishes how chemicals and mixtures, including those used in candles, are to be classified, labeled and packaged in the EU. It focuses on communicating chemical hazards to consumers and professionals through standardized labels. General Product Safety Directive (***): This directive ensures that all products marketed in the EU, including candles, are safe for use. It imposes an obligation on manufacturers to put only safe products on the market, providing clear instructions and warnings about potential risks.

National context

In addition to the European regulations previously listed, there are national regulations and laws that may affect specific aspects of candle production, ...

6.1 Segmentation

• IKEA Italia
• Gucci
• Gianni Versace
• Salvatore Ferragamo
• Giorgio Armani
• Dolce & Gabbana
• Yankee Candle
• Cereria Di Giorgio
• Cereria Pernici
• Cereria S. Alessandro
• Cereria Carlo Nappi
• Cereria Ronca
• Cereria L.A.C.