GVR Report cover Home Fragrance Market Size, Share & Trends Report

Home Fragrance Market Size, Share & Trends Analysis Report By Product (Sprays, Candles), By Distribution Channel (Hypermarkets & Supermarkets, Online), By Region, And Segment Forecasts, 2019 - 2025

  • Report ID: GVR-2-68038-915-9
  • Number of Pages: 110
  • Format: Electronic (PDF)

Industry Insights

The global home fragrance market size was valued at USD 6.7 billion in 2018 and is expected to register a CAGR of 4.4% from 2019 to 2025. The market growth is attributed to increasing demand among consumers to mask unpleasant odors.Moreover, rising discretionary income is resulting in significant consumer inclination towards various types of home hygiene products, including fragrances.

The global market is driven by consumer demand for customized products. For instance, brand named Yankee Candle allows customers to select a particular fragrance, along with a personal quote or picture added to the box. Moreover, along with customized preferences, wooden candle wicks with printed color designs and containers made of metals, barks, and concrete are provided by the manufacturers to give an appealing touch to home decor.

U.S. home fragrance Market

For instance, Himalayan Trading Post have started using wooden trays and metal pots to extend the life of fragrance products after its use. Ikea collaborated with byredo to launch various new fragrances that could relate to consumer’s emotions too. Moreover, ultrasonic diffusers by Saje Natural Wellness give consumer an opportunity to pre-set the timer in the diffuser.

Growing air care market and consumer preference for pleasant aroma in their surroundings have led to an increase in expenditure on these products, thereby driving the demand for the global market. In addition, growing demand for aromatherapy at home is a key factor likely to drive the market in upcoming years. Lead free wick with no added dyes and toxin free features compel spas to use more of scented candles than other fragrances as they could burn for maximum time.

Countries such as the U.S., India, and China witnessed an increase in demand for home fragrance due to high disposable income and urbanization. Increased number of retail outlets and online portals is also helping the market to grow due to ease to select, along with availability of a variety of products.The middle class group in China is expected to surpass the 750 million mark by 2022, which accounts for about 76% of the entire population.

Living standards in China have been improved in the past few years. According to the National Bureau of Statistics (NBS) of China, in 2017, the per capita disposable income was USD 4,099.4. These statistics offer lucrative opportunities for growth of the home fragrances market in this country, thereby contributing to the increasing traction of the global industry.

Product Insights

Spray led the global market in 2018 and generated a revenue of USD 2.2 billion. Sprays are cheaper than other product types and are also available in variants such as lavender, jasmine, and rose with various features to cater to the varying needs of consumers. For instance, Godrej Aer Matic Spray is an adjustable refilled automatic spray that could be adjusted with four different scents within interval of few minutes.

Candles are expected to expand at the fastest CAGR of 4.1% from 2019 to 2025, followed by diffusers. Various startups such as Otherland are coming up with scented candles. Demand for fragrant candles is increasing due to their ability to fulfill the need of aroma for special occasions.

Distribution Channel insights

Supermarkets and hypermarkets held the largest share of 51.5% in 2018. This segment has been gaining traction owing to the advantage of scanning the product before purchase that influences the buying decision and presence of a store associate who helps them choose the right product. Introduction of the organized retail sector has resulted in greater visibility of consumer good products. This scenario is expected to contribute to the increasing traction of the global home fragrance market.

Global home fragrance Market

Online distribution channel is expected to expand at a CAGR of 5.1% from 2019 to 2025. With an aim to reach out to the vast consumer base, companies are tying up with online retailers as well as introducing their e-portals such as Alibaba, Amazon, and Walmart tied up with leading home fragrance companies.

Regional Insights

Europe accounted for the largest revenue share of about 32.3% in 2018. Countries such as the U.K. and France drive the regional market due to an increase in demand for home fragrance, which is attributed to high standard of living and increased purchasing power. Hike in the number of sellers and manufacturers has led to an increase in availability of home fragrance in Europe. Companies such as ESTEBAN Paris came up with refilling the scented candles that increases the lifecycle of candles more than regular scent candles.

Asia Pacific is expected to emerge as the fastest growing regional market and register a CAGR of 4.7% over the forecast period. The growth is attributed to an increase in awareness, disposable income, and concerns over indoor air quality. Consumers are ready to spend money on these products due to improvement in their standard of living, which is attributed to rise in the middle class population.

Aroma Cent, an India based company, provides scent machines developed with high end technology to scent air with an effective high-performance system. One of the main products namely Air Pro Aroma diffuser uses real time atomization technology that quickly fills the room with ultra-fin mist diffuser.

Home Fragrance Market Share Insights

Key players in the market include Reckitt Benckister; Procter and Gamble; Seda France, Inc.; S. C. Johnson & Son, Inc.; Voluspa; Newell Brands; 3M company; Scent Air; Esteban Paris; and Korona Candles S.A. Improvement in the lifestyle of consumers and growing concerns over indoor air quality and surroundings provide manufacturers an opportunity to fulfil their needs by making various home fragrances available to consumers.

Major market players are carrying out research and development activities to make these products available to the customers as per their needs. Moreover, they are involved in the manufacturing of a variety of home fragrances that could restore the essence of aroma.

Report Scope



Base year for estimation


Actual estimates/Historical data

2015 - 2017

Forecast period

2019 - 2025

Market representation

Revenue in USD Million & CAGR from 2019 to 2025

Regional scope

North America, Europe, Asia Pacific, Central & South America, and Middle East & Africa

Report coverage      

Revenue forecast, company share, competitive landscape, growth factors and trends

Country scope

U.S., U.K., France, India, and China

15% free customization scope (equivalent to 5 analysts working days)

If you need specific information, which is not currently within the scope of the report, we will provide it to you as a part of customization

Segments Covered in the Report

This report forecasts revenue growth at the global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2015 to 2025. For the purpose of this study, Grand View Research has segmented the global home fragrance market report on the basis of product, distribution channel, and region:

  • Product Outlook (Revenue, USD Million, 2015 - 2025)

    • Sprays

    • Diffusers

    • Candles

    • Others

  • Distribution Channel Outlook (Revenue, USD Million, 2015 - 2025)

    • Supermarkets & Hypermarkets

    • Convenience Stores

    • Online

  • Regional Outlook (Revenue, USD Million, 2015 - 2025)

    • North America

      •  The U.S.

    • Europe

      • The U.K.

      •  France

    • Asia Pacific

      • India

      •  China

    • Central & South America

    • Middle East & Africa

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