Home Fragrances: U.S. Market Analysis and Opportunities

Home Fragrances: U.S. Market Analysis and Opportunities

Base Year: 2018
To Be Published 2nd Quarter 2019
Regional Coverage: United States

A comprehensive analysis of the U.S. market for home fragrances, focusing on market size and growth, key trends, challenges, and business opportunities.

This Report Answers Such Questions As:

  • How are home fragrance brands embracing e-commerce and digital marketing?
  • Who are the market movers in 2018 and what is behind the success of these brands?
  • How are marketers bringing consumers new ways to experience fragrance?
  • What has the impact been for brands that have been recently acquired in this market?

Featuring Summer 2018 and Winter 2019

Recaps of NY NOW Gift Show!


Subscribers have unlimited access to the report data and written contents through our new sophisticated but easy-to-use online database, with the following capabilities:

  • Search capabilities by company, brand, and product category
  • Flexible search options
  • Subtotaling abilities
  • Easy access and downloading of sales, market shares, growth rates, and forecasts

Report Contents


Executive Summary
This presentation-style chapter will provide an overview of key industry statistics and trends including:

  • Total industry size and growth
  • Market drivers
  • Category and channel sales breakdown
  • Competitive landscape including snapshots of market leaders as well as up and coming brands
  • Challenges and opportunities
  • Outlook to 2023

Profiles are provided for each of the product categories listed in Table 1 and includes the following information:

  • Category developments
  • Sales data at the manufacturers’ and retail levels for 2018
  • Historical manufacturers’ sales for 2013 through 2018
  • New product and fragrance trends
  • Competition, including sales by company and brand for 2017 and 2018
  • Private-label activity
  • Retail outlet breakdowns for 2017 and 2018
  • Promotional activity
  • Outlook to 2023
Table 1: Product Categories Profiled
Diffusers (adjustable solids, electric wall diffusers, reed diffusers, etc.)
Home fragrance oils and wax melts
Room sprays
Specialty products-a
a- Includes potpourri, incense, scented ceramics, sachets, etc. Included in
the database and Executive Summary only.

Scope & Benefits

Home Fragrances: U.S. Market Analysis and Opportunities provide subscribers with a comprehensive analysis of industry trends, market size and growth, and profiles on key marketers. This report covers the U.S. home fragrances market, which encompasses products that are purchased to provide the home with scent and ambiance. Sales data is provided for the overall market, at the category level, and by company and brand. Each of the five product categories covered in this report is analyzed along the following dimensions:

  • Category developments
  • Five-year historical sales
  • Category size and growth for 2018
  • New product activity and fragrance trends
  • Private-label sales
  • Leading marketers
  • Retail distribution
  • Five-year forecasts through 2023


This report serves as an excellent resource for marketers, suppliers, and manufacturers involved in the home fragrance market or for those interested in assessing the market. Subscribers receive one day of consultation time with members of the research team. This time can be used for assistance with plans or to explore related industry information. This report is available through a Web-based format for easy access. Subscribers have unlimited access to the report from anywhere in the world. The report enables the subscriber to:

  • Understand their position in the overall market
  • Augment business plans with highly reliable insights and data
  • Quantify market sales by purchase channel
  • Track growth segments within key product categories
  • Identify potential strategic alliances, acquisition candidates, or customers

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