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In recent years, the global scented candle market has maintained strong growth, which is mainly due to a number of factors: consumers' increased attention to health and stress relief, seasonal demand and holiday sales fluctuations, the rise of home decoration and aesthetic trends, the popularity of personalized and customized gift culture, and changes in consumer perfume preferences. The market size is expected to reach US$4.14 billion in 2024, an increase of 6.0% from US$3.91 billion in 2023.
Future Growth Outlook
The scented candle market is expected to continue to grow in the coming years, with the market size expected to reach $5.22 billion by 2028, still growing at an average annual rate of 6.0%. This growth is driven by the continued increase in attention to wellness and mindfulness practices, the continued advancement of fragrance innovation, the continued influence of seasonal and occasional demand, the popularity of personalization and customization trends, and the growing emphasis on sustainability and environmental protection. Key future trends will include a greater focus on overall health, consumers' preference for natural and botanical scents, the launch of limited edition products, unique scent combinations, and the integration of scented candles into treatments.
Lifestyle changes drive demand
Lifestyle changes, especially stress and mental health issues brought on by the COVID-19 pandemic, are driving demand for scented candles. With the general increase in stress (whether physical, emotional or psychological), more people are seeking to relieve stress through chemical-free holistic therapies such as aromatherapy. According to January 2023 data, in the UK, 17% of the population suffered from depression in the summer of 2021, compared with 10% before the epidemic. Anxiety disorders, as the most common mental disorder, have affected about 40 million people (19.1% of the total population). Therefore, scented candles, as an aromatherapy, are becoming a popular choice for coping with stress and anxiety.
E-commerce promotes market growth
With the rapid development of e-commerce, the scented candle market has also ushered in growth opportunities. E-commerce not only facilitates B2C, B2B and C2C transactions, but also enables scented candle brands to quickly adapt to changing consumer needs and provide a seamless online shopping experience. According to data from the U.S. Census Bureau in November 2023, e-commerce sales in the third quarter of 2023 increased by 7.6% compared with 2022, and e-commerce sales accounted for 15.6% of total revenue in the same period. Therefore, the rapid expansion of e-commerce has brought new growth momentum to the scented candle market.
Product Innovation and Market Diversification
Major market players are actively promoting product innovation to meet the diverse needs of consumers. For example, Huaming Candle, a China-based direct-selling candle brand, launched the Dream Candles series in November 2024. Inspired by the concept of "Dream girl", this product adopts a carefully formulated and balanced formula to ensure rich fragrance, efficient burning and low smoke emissions. One of the fragrances combines the elegant aroma of jasmine, vanilla and sandalwood, and the other has a fresh scent of citrus, floral and patchouli, creating a sophisticated and soothing atmosphere. With organic cotton wicks, it can burn for up to 70 hours. The introduction of such innovations and partnerships has greatly promoted the diversification of scented candles and the competitiveness of the market.
North America Dominance in the Market
According to data from 2023, the North American region continues to dominate the scented candle market. Other regions covered in the market report include Asia Pacific, Western Europe, Eastern Europe, South America, the Middle East, and Africa, and the major countries covered are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Russia, South Korea, the United Kingdom, the United States, Canada, Italy, and Spain.
Product types and sales channels of scented candles
The main product types of scented candles include jar candles, pillar candles, tea lights, glass candles and vase candles. Jar candles are usually composed of wax and wicks, packaged in a container with a lid, which is easy to move and store, and are often used for home decoration. The raw materials required to make these candles include wax, liquid dyes, soybeans, glass, etc. There are many types of fragrances, covering categories such as fruits, flowers, and spices. The sales channels of scented candles mainly include online retail and offline retail. The rise of e-commerce has provided strong growth momentum for online sales.
