Due to ‘stay at home’ restrictions, interest in home fragrance has substantially risen this year. According to NPD Group data, UK sales of home fragrance increased 37% in March 2020 compared to the same period in 2019. Zalando, Europe’s largest fashion and lifestyle e-commerce marketplace, reported a boom in pampering and self-care beauty categories, including candles, aromatherapy, and detox products. Research shows that the home fragrances market is expected to keep growing in the period 2020-2025 due to factors such as increasing consumer revenues. Scented candles are one of the fastest growing categories in the home fragrance industry. This growth is mainly due to the growing demand for aromatherapy and the increasing use of candles as home decorating products. Personalized scented candles have been identified as one of the main trends in the home fragrance market, which should have a positive influence on market growth in the coming years. Brands have become more customer-centric and allow consumers to choose the shape, size, colour, and fragrance of candles according to their personal preferences. This enhanced customer experience should boost sales of home fragrances in the years to come.
*Sources: Mordor Intelligence, NPD Group, corporate.zalando.com