Candles lose US appeal
US consumers are increas-ingly looking to mass merchandisers to supply their home fragrance needs, according to research group Kline & Company. While mass outlets had sales increases of more than 10% in 2005, speciality retailers saw below average industry growth of around 4%.
Products such as diffusers and room sprays are fuelling the growth and according to Lenka Contreras, vp of Kline’s research division, this is thanks to the dual functionality and convenience of products such as P&G’s Febreze. “These multifunctional products appeal to today’s consumers who are looking for added value and ease of use,” she says. “Diffusers continue to lead all categories by offering people a way to put different fragrances in each room without the safety concerns of scented candles.”
Early indications for market growth in 2006 are said to be mixed. The Yankee Candle Company and Pier 1 Imports, once a key innovator in candles, are being hit by negative results, while Harry Slatkin, the new president of home design for Bath & Body Works, is said to be leading a turnaround of the company’s candle business.
Kline’s Home Fragrances USA 2005 report is available through www.klinegroup.com