About Candles
· U.S. retail sales of candles are estimated at approximately
$2 billion annually, excluding sales of candle accessories.
· Candles are used in 7 out of 10 U.S. households.
· Candles generally can be categorized into 11 basic types: tapers, votives, pillars, container(or jar) candles, tealights, liturgical candles, outdoor candles, floating candles, novelty candles, utility candles, and birthday candles.
· Manufacturer surveys show that 90% of all candles are purchased by women.
· Votives, container candles and pillars are currently the most popular types of candles with American consumers.
· Candle industry research indicates that the most important factors affecting candle sales are scent, color, cost and shape.
· The retail price of a candle generally ranges from approximately 50¢ for a votive to $30 for a large pillar or jar candle. Highly unusual or embellished artisan candles can be $200 or more.
About the Industry
· There are more than 400 commercial, religious and institutional manufacturers of candles in the United States, in addition to scores of small craft producers for local, non-commercial use.
· NCA member companies account for more than 90 percent of all candles made in the U.S.
· Candles are principally sold in three types of retail outlets:
· specialty or gift shops;
· department and home décor stores;
· mass merchandisers (discount stores, drug store chains, grocery stores, etc.)
· Approximately 35% of candle sales occur during the Christmas/Holiday season. Non-seasonal business accounts for approximately 65% of candle sales.
· Major U.S. candle manufacturers typically offer between 1,000 and 2,000 varieties of candles in their product lines.
· More than 1 billion pounds of wax are used in producing the candles sold each year in the U.S.
· It is estimated that more than 10,000 different candle scents are available to U.S. consumers.
Candle-User Preferences
· Consumers are increasingly purchasing candles as a focal point for their home décor, and for aromatherapy-like relaxation and stress reduction.
· Fragrance is by far the most important characteristic impacting candle purchases today, with three-fourths of candle buyers saying it is “extremely important" or "very important" in their selection of a candle.
· The majority of U.S. consumers use their candles within a week of purchase.
· Nine out of ten candle users say they use candles to make a room feel comfortable or cozy.
· Approximately three-fourths of candle users say they typically burn candles for 4 hours or less per sitting.
· Candle users say they most frequently burn candles in the living room (42%), followed by the kitchen (18%) and the bedroom (13%).
· Approximately one in five women say they use candles to decorate the yard, patio or other exterior areas, as well as the interior of their home.
· Both men and women consider candles to be an always-acceptable and highly appreciated gift for a wide variety of occasions.
· Candle purchasers say they view candles as an appropriate gift for the holidays (76%), as a house warming gift (74%), a hostess/dinner party gift (66%), a thank you (61%) and as adult birthday gifts (58%).
Source: http://www.candles.org
