Summary of our market study

The global candle market, valued at approximately $10.08 billion in 2020, has been experiencing a growth trend, with expectations to expand at a compound annual growth rate (CAGR) of 6.3% from 2018 to 2026, according to Zion Market Research. The Asia Pacific region is predicted to be the fastest-growing market, potentially growing at a CAGR of 6.4% during the same period, largely due to prevalent festival celebrations such as Diwali. In contrast, the US market, representing a significant segment, was valued at $3.54 billion in 2019 with projections to reach $6.64 billion by 2027, growing at a CAGR of 8.18%.

The US candle industry encounters cyclical sales with about 35% occurring during Christmas/holidays, driven primarily by demand for fragranced candles. Distribution through e-commerce has been particularly influential on market growth. The candle market encounters shifts towards increased home decoration and relaxation uses, but the COVID-19 pandemic has had a mixed impact, initially spurring demand due to consumers seeking a cozy home atmosphere but later encountering challenges with scent detection among those with the virus. Regulations and standards such as 16 CFR Part 1500.17 address product safety, focusing on substance restrictions and labeling requirements for metal-cored wicks.

Trends and Dynamics in the Candle Market

The candle market in the United States reflects a blend of traditional demands and modern consumer preferences. Candles, once a mere source of light, have found renewed interest as versatile items serving decoration, aromatherapy, and air freshening purposes. This can largely be attributed to a shift in lifestyles and increased disposable incomes, making room for consumers to indulge in luxury candles with various shapes and exotic aromas. Birthdays follow suit as another significant segment, owing to their integral role in celebrations. Not to be overlooked are special occasions like Diwali and Hanukkah, amplified by the growing Asian Indian and Jewish populations, respectively, which considerably contribute to the demand for traditional and ceremonial candles. In terms of market preferences, consumers lean heavily towards scented candles, with fragrance recognized as the crucial selling point. Four out of ten candle users place them in living rooms, highlighting a trend towards creating a cozy ambiance in common areas. Moreover, nearly one-fifth utilize candles to enhance outdoor settings, revealing a versatile use beyond the indoors.

E-commerce has emerged as a formidable force, exacerbating the decline of physical specialty, gift, and department stores. Digital sales of home goods, which include decorative and scented candles, saw a substantial 10% year-on-year increase, reaching the territory between 85 and 90 billion dollars. On the production front, technological advancements have shaped the industry landscape. Methods such as immersion, molding, extrusion, and filling are employed, varying with the type of candles—ranging from the intricately scented to the simply decorative, and the materials utilized, such as soy wax, paraffin, and beeswax. Amidst growth and transformation, the candle market is not without its challenges. The Covid-19 pandemic served as a double-edged sword by increasing homely candle usage, while simultaneously impacting consumers' olfactory senses, crucial for the scented candle market. Nonetheless, manufacturers and retailers adapt, signified by a sprawling landscape of candle-making businesses. In regulatory terms, the US market is bound by safety and quality standards. Lead content limits and compliance with ASTM standards are definitive for market entry. Pricing in this market is diverse and has room to accommodate all—from the thriftiest at approximately two dollars for a votive to the premium end reaching about two hundred dollars and beyond for designer candles.

Illuminating the Market: Spotlight on Major Candle Industry Contenders

The candle market is a vibrant space with a host of notable players, each contributing its unique scents, designs, and innovations to appeal to a diverse consumer base. Among these key participants are California Exotic Novelties, PandG (Procter & Gamble), LELO, Reckitt Benckiser, Gellite Gel Candles, Himalayan Trading Post, Bath and Body Works, and TATINE. These companies exemplify the dynamics within the candle industry, from the craft of traditional wax candles to the modern allure of electric spark plugs.

California Exotic Novelties stands apart as an interesting player in the market, diversifying into candles used not just for lighting or aromatic therapy but as part of a wider range of lifestyle products that embellish living spaces and inspire personal experiences.
Procter & Gamble, widely recognized for its extensive range of household products, has ventured into the candle segment under its well-established brand banners. The company's entry into the candle market exemplifies its adaptive strategy to meet the ever-evolving preferences of consumers seeking both comfort and luxury in their homes.
LELO is a unique entrant, primarily known for being a leading brand in the personal and intimate wellness industry. Their foray into the sensory delights of candles showcases an expansion into creating a holistic ambiance that complements their core product offerings.
Reckitt Benckiser is no stranger to the home care segment, and their presence in the candle market underscores their commitment to providing consumers with products that are essential for creating a fresh and inviting atmosphere in the home.
Gellite Gel Candles introduces an innovative twist to the traditional candle concept with its gel-based candles. Their products offer a distinctive aesthetic appeal and burn behavior that positions them favorably among consumers looking for something a cut above the typical wax candle.
Himalayan Trading Post crafts candles that are as exotic as the company's name suggests. Known for their use of traditional craftsmanship techniques, they produce candles that double as decorative art pieces with rich scents that speak to a niche market of candle aficionados.
Bath and Body Works is a titan in the world of home fragrances and body care. Their range of scented candles is a testament to the brand's deep understanding of creating olfactory experiences that captivate the senses and transform the ambiance of spaces.

the candle market - United States

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Last update : 07/12/2022

Summary and extracts

1 Market overview

1.1 Definition and presentation

The candle is a light fixture composed of a wick wrapped in wax which is intended to decorate accomodation by generating a light source or to deodorize a room. The market can be segmented by candle type: besides traditional candles, the candle market is witnessing the emergence of electric spark plugs. However, there are other types of candles such as tea lights, birthday candles, cartridge candles, etc. The market can also be segmented depending on the raw material used to form the base of the candle: beeswax, stearin, paraffin wax, canola wax, palm wax, etc.

Consumers are buying more and more candles for home decoration, stress reduction and relaxation through aromatherapy. Moreover, the increasing disposable incomes and changing lifestyles of consumers have enabled them to spend more money on candles with better shapes and exotic aroma, which is also boosting this global market. [globenewswire]

The US candle market has contracted over the last years due to external competition which has pressured prices. Candle sales in the US are highly cyclical; 35% of sales occur during Christmas/holidays. [candles] Moreover, fragrance remains the most important attribute for US consumers.

The distribution of candles occur in specialized decoration stores which are seeing the growth of supermarkets and hypermarkets, which are benefiting from reduced prices and varied offers that are attracting more and more buyers, while the e-commerce has also contributed to the increase in candle sales. The market is fragmented, and include players such as California Exotic Novelties, PandG, LELO, Reckitt Benckiser, Gellite Gel Candles, Himalayan Trading Post, Bath and Body Works and TATINE.

2 Demand Analysis

3 Market structure

4 Analysis of the offer

5 Regulations

6 Positioning of the players

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