Home Fragrance Market Movers: Indies Fuel Sales

Home Fragrances Market Movers
Home Fragrances Market Movers

Luxury players continue to win, moving the market forward with unique product designs and sophisticated fragrances. According to the recently published Home Fragrances: U.S. Market Analysis and Opportunities report, the mass trade class remains the key contributor of market sales while luxury players are expected to inch the segment out in 2017. Alternate channels of distribution, such as boutique beauty retail specialty stores, e-commerce, and person-to-person sales, account for nearly 45% of the market share, up from 35% just five years ago. Standout performers in these channels include Illume, Nest, and Diptyque.

Leading players, such as Bath & Body Works and Illume, and indies, such as Nest, Diptyque, and Voluspa, in the luxury segment continue their successful journey with impressive gains driven by vibrant new product activity and a sustained focus on decorative and elaborate designs. Illume launches new scents in attractive vessels, such as the Thai Lily Cameo Jar and Blackberry Absinthe Cameo Jar, while Nest focuses on innovation in 2017 with the launch of a liquidless diffuser.

Illume Thai Cameo Jar
Illume Thai Cameo Jar
Blackberry Absinthe Cameo Jar
Blackberry Absinthe Cameo Jar
Nest Liquidless Diffuser
Nest Liquidless Diffuser

Although the leading category remains unchanged as candles continue to be the favored product form, wax melts continue on an upward trend, growing in popularity among consumers that prefer non-flame products as marketers introduce attractive warming devices and colorful wax melt forms.

Product redesigns and new sizes are common themes among the diffusers and room sprays categories as marketers, such as Trapp Fragrances, Bridgewater Candle Company, and Air Wick, employ efforts to improve product capabilities, size, and price to attract new consumers. However, the candles category sees a rising interest in gender-neutral scents as notes of musk, oud, and leather paired with combinations of sweeter notes gain momentum.

Learn more about the dynamic of this market from our recently published Home Fragrances: U.S. Market Analysis and Opportunities report – a comprehensive analysis of product categories such as candles, diffusers, room sprays, home fragrance oils, wax melts, fragrance lamps, and other specialty products. Featuring a web-based, interactive database, this report serves as an excellent resource for marketers, suppliers, and manufacturers looking to assess the market.

This year, we will also be turning our focus to Europe, introducing the first edition of Premium Home Fragrances: Europe Market Assessment and Opportunities. Expected to be published during the first quarter of 2018, this new study will focus specifically on the premium home fragrances market in Western Europe and encompass products that provide scent and are sold in upscale venues like specialty and department stores and upscale gift boutiques.