Forward Thinking: A Scented Home

Sep 1st, 2020

Amy Marks-McGee

The NPD Group reported that first-quarter 2020 U.S. prestige fragrance sales dropped 13% compared to 2019; however, growth was seen in home fragrance categories such as candles, diffusers, home scents and ancillary gift sets.

According to Fortune Business Insights, published in March 2020, the global home fragrance market size is expected to reach $7.96 billion by 2026, exhibiting a CAGR of 4.6% during the forecast period^a. The NPD Group reported that first-quarter 2020 U.S. prestige fragrance sales dropped 13% compared to 2019, totaling $655.3 million. However, growth was seen in home fragrance categories such as candles (up 8% from 2019), diffusers (up 5%), home scents (up 4%) and ancillary gift sets (up 4%)^b.

The NPD Group noted that candles are up not just in the United States, but globally. According to a May 4, 2020 New York Times article, home fragrance sales have experienced a surge in demand as a direct result of COVID-19. For example, Diptyque’s sales in the home category have tripled since March, and D.S. & Durga’s candles now make up 40% of its direct business while about 90% of Nest New York’s sales now come from home fragrance, up from 75% before the pandemic^c.

Candles indicative of the current times, ethereal concepts, outdoor-inspired fragrances, fast-food scents, environmentally conscious products and smart diffusive technology are driving air care innovation.

Sign of the Times

Trendincite’s Perfumer & Flavorist “Forward Thinking: Scented Air,” article, published February 2018, explored candles and air care activity. Pop culture continues to be an inspiration and a muse for new candle launches. From ethereal concepts and politics to fast-food-inspired scents and body parts, nothing is off limits.

For the full article, please check out Perfumer & Flavorist's September 2020 issue.