Scented Candles Market Size, Share & Trends Analysis Report By Product (Container-based, Pillars), By Distribution Channel (Hypermarket & Supermarket, Convenience Stores), By Region, And Segment Forecasts, 2021 - 2028

Report Overview

The global scented candles market size was valued at USD 533.5 million in 2020 and is expected to expand at a compound annual growth rate (CAGR) of 3.3% from 2021 to 2028. The growth of the market is being driven by an increase in the number of hotels, restaurants, wellness facilities, and religious institutions.

With an increase in disposable income, there has been an increase in home renovation and home decoration activities. An increasing number of people want to make their home a comfortable place to live since the pandemic has resulted in extended periods spent at home. Sculpture scented candles or organically shaped candles are some of the popular 2020 trends adopted by consumers.

Scented candles can be used in both commercial and residential sectors. An increase in home renovation and home décor activities has driven the demand for scented candles in the residential sector. As these candles have therapeutic properties, commercial businesses like spas frequently use scented candles. Market players are focusing on offering innovative scents that resonate with their customers to expand market shares. Several companies have also increased their R&D investments to come up with better products.

A trend that was popular in 2020 was twisted candles. These candles are vibrant, functional, decorative, and customizable, and can be molded in any shape. These candles were created by Dutch designer Lex Pott, who is known among candle aficionados as the designer of Hay’s hit Pillar candles. The designer’s twisted candle gained popularity toward the end of 2019 and exploded on social media in 2020. According to Areaware, consumer's interest in sculptural candles was increasing before the pandemic, but it surged once everyone was supposed to spend more time at home due to lockdown.

Product Insights

The container-based segment dominated the market for scented candles and accounted for the largest revenue share of more than 56.0% in 2020. Customers benefit most from the large range of fragrance options available to them, as well as the ability to personalize the fragrance to their preferences.

Scented container-based candles are quite popular since they are being used in restaurants as well as for home décor. These scented candles can set the perfect mood and atmosphere, making them ideal for parties. Soothing scents are preferred by millennials hoping to create a relaxing ambiance and maintaining a positive mindset.

Many manufacturers offer customized container-based scented candles. They have been a popular candle choice for generations. Basically, these candles are non-flammable containers filled with wax and a wick. They have a lower melting point, which helps the scents to fill the room more effectively. Container-based scented candles can burn up to 110 hours with a soothing fragrance, are made up of premium-grade paraffin wax, and come with 100% natural fiber wicks.

Wax Type Insights

Paraffin wax scented candles are widely utilized in the luxury candle market due to their easy availability and convenient handling compared to other wax types. Market participants in this industry are placing their focus on blending paraffin wax with innovative fragrances that resonate with their clientele. Furthermore, they have significantly increased their research and development investments to create superior products. In February 2021, The Yankee Candle Company, Inc. introduced a new signature collection featuring over 30 container candles crafted from paraffin wax. These candles underwent a complete redesign targeting both new and loyal customers, offering exclusive scents such as wild orchid, iced berry lemonade, and ocean air.

Palm wax scented candles are made of hydrogenated palm oil. These candles are increasingly used as an alternative to industrially produced wax. Palm wax provides a similar burn quality as that of paraffin wax but is comparatively less toxic to the environment. Non-profit associations such as the Roundtable on Sustainable Palm Oil (RSPO) help in regulating and sourcing palm oil from ethical farms. According to RSPO in 2022, approximately 3.51-million-hectare production areas are certified globally.

Category Insights

Mass-produced scented candles are available in a diverse range of fragrances, appealing to different preferences and moods. Common scents include floral, fruity, herbal, and seasonal fragrances, allowing consumers to find options that suit their desired ambiance or personal taste. Mass scented candles are widely available in various retail outlets, including supermarkets, department stores, and online marketplaces.

The commercial utilization of premium scented candles has seen a notable increase, particularly in the spa and massage industry. Many spa and massage centers are incorporating candles infused with essential oils to create a soothing atmosphere for their clients. This trend aligns with the growing popularity of spas and aromatherapy, which is driving a robust demand for premium scented candles 

Distribution channel Insights                                               

The hypermarkets and supermarkets segment is expected to project a CAGR of more than 3.0% in the market for scented candles over the forecast period.  According to The NPD Group in 2020, which measures the sales in department stores and specialist beauty merchants, fragrance sales fell by 17% year-over-year from January 2020 to September 2020. Additionally, home scent sales increased by 13% while sales of home scent gift combinations, such as a candle and lotion combo, increased by 22% during the period. For instance, less traditional fragrance categories are enjoying increased demand from retailers and cosmetics brands. In August 2020, The Times reported that candle sales at Selfridges increased by 54% since March 2020, while candle sales at Diptyque increased by 100.0% since March 2019.

In April 2021, according to The Association for Convenience and Fuel Retailing, in the U.S., the basket size for convenience store sales increased by 18.4% in 2020 as compared to 2019. Many consumers prefer buying scented candles from offline channels, as they prefer to smell the scent of the candle before buying. This factor will further help drive the sale of scented candles via the convenience stores segment.

Regional Insights

North America dominated the scented candles market and accounted for the largest revenue share of more than 33.0% in 2020. The U.S. scented candles market valued at USD 139.5 million in 2020 The rising trend of self-care has made scented candles popular among millennials in the U.S. Millennials focus on mental well-being and do not hesitate to spend a premium amount on fragranced candles. According to the NPD Group in the U.S., fragrance sales have increased since August 2020 and continued to increase in 2021. The first quarter of 2020 included the onset of the COVID-19 pandemic when uncertainty and fear started affecting customer preferences and behavior patterns.

The Europe scented candles market is expected to register a CAGR of 3.6% from 2021 to 2028. The U.K. scented candles market valued at USD 23.02 million in 2020. Candle companies are indulging in organic home décor trends by adopting organic raw materials such as soy wax and beeswax driving the U.K. scented candles market. For instance, Devon Wick Candle Co., a U.K.-based candle manufacturer, creates handmade candles made out of only soy wax due to its sustainability feature, adding some fragrance and ambiance without leaving any soots. This has driven the preference for organic wax-based luxury candles in the U.K.

The Germany scented candles market valued at USD 34.30 million in 2022. Due to the cold climate, candles are always in demand. Consumers display a preference for candles in containers and those with exclusive fragrances. Luxury scented candles in jars are widely preferred as they are easier to store and preserve the fragrance for a longer time.

The Asia Pacific scented candles market is expected to register a CAGR of 4.1% from 2021 to 2028. The India scented candles market valued at USD 17.83 in 2020. The demand for organic wax such as soy wax and beeswax candles in India is growing due to the rising awareness about their advantages on the environment and health of the candle users. The emergence of luxury indie brands, coupled with the easy availability of raw materials, is boosting the growth of India scented candles market. For instance, in 2021, Misa launched a set of scented container candles. The candles are available in different scents such as bergamot, rose, and citrus.

The Philippines scented candles market is expected to register a CAGR of 3.4% from 2021 to 2028. The increasing focus on sustainability and eco-friendly products is also influencing the Philippines scented candles market. Consumers are becoming more conscious of the ingredients used in candles, opting for natural, non-toxic, and responsibly sourced materials. This trend has led to the emergence of eco-friendly candle brands that prioritize sustainable production practices and packaging.

The Middle East & Africa scented candles market is expected to register a CAGR of 2.7% from 2021 to 2028. The Kenya scented candles market has a significant share of around 11% in 2020. The high demand for artisanal and natural luxury candles is driving the Kenya scented candles. Consumers in the country are looking for luxury scented candles that help in relieving stress and provide comfort. The demand for scented candles is primarily driven by the younger generation.

Key Companies & Market Share Insights        

Key players in the market are focusing to open their flagship stores in various regions to increase their geographical presence, widen product portfolios, and expand customer bases. For instance, In February 2019, NEST New York opened its flagship store in New York, which is the brand’s first retail venture. The store offers 215 products from across the brand’s three product categories- home fragrance, fine fragrance, and body care. It also offers limited edition and specialty products. Some of the prominent players in the scented candles market include:

• Village Candle

• Portmeirion Group PLC

• Newell Brands

• MVP Group International, Inc.

• Estée Lauder Companies Inc.

• Diptyque Paris

• Lalique Group SA

• L Brands

• NEST New York

• Thymes, LLC

Scented Candles Market Report Scope

Segments Covered in the Report

This report forecasts revenue growth at global, regional, and country levels and provides an analysis of the latest industry trends in each of the sub-segments from 2016 to 2028. For the purpose of this study, Grand View Research has segmented the global scented candles market report on the basis of product, distribution channel, and region:

• Product Outlook (Revenue, USD Million, 2016 - 2028)

  • Container-based

  • Pillar

  • Others

• Wax Type Outlook (Revenue, USD Million; 2016 - 2028)

  • Paraffin Wax

  • Soy Wax

  • Blended

  • Beeswax

  • Palm Wax

• Category Outlook (Revenue, USD Million; 2016 - 2028)

  • Mass

  • Premium

  • Other

• Distribution Channel Outlook (Revenue, USD Million; 2016 - 2028)

  • Supermarkets & Hypermarkets

  • Convenience Stores

  • Online

  • Others (Specialty Stores, Standalone Boutiques)

• Regional Outlook (Revenue, USD Billion; 2016 - 2028)

  • North America

    • US

    • Canada

    • Mexico

  • Europe

    • UK

    • France

    • Germany

    • Italy

    • Spain

  • Asia pacific

    • China

    • Japan

    • India

    • Australia & New Zealand

    • Philippines

  • Central and South America

    • Brazil

    • Argentina

  • Middle East and Africa

    • South Africa

    • UAE