Consumer packaged goods companies that manufacture and market all kinds of household products are paying special attention to scent. That is because scent conveys powerful emotional connections to the consumer, according to Unity Marketing. The marketing firm is undertaking a new consumer insights investigation of the candle, home fragrance and lighting accessories market.
The market for candles and home fragrances was $8.4 billion in 2004, the last time Unity Marketing conducted a study of this market. Given the rapid introduction of new products in the category, the popularity of candles and home fragrances as gifts and home decorations, and consumers continuing commitment to fragrancing their homes, the market may well surpass $10 billion, according to Unity Marketing.
This new study of the candle and home fragrance market will help companies that manufacture and market candles and home fragrance products or retailers who depend upon sales of candles and home fragrance products for a substantial share of company sales to understand the latest dynamics in the consumer marketplace and develop strategic plans for the future.
Unity Marketing’s research study will focus on buying behavior and consumer motivation for purchases of candles, home fragrances and candle and lighting accessories. Topics to be investigated in the consumer survey include:
- Candle and home fragrance market size and growth.
- Demographics of the candle and home fragrance consumer market.
- Buying and shopping behavior of candle and home fragrance consumers.
- Favorite candle and home fragrance brands and shopping destinations.
- Psychographic profile and segmentation of the candles and home fragrance market.
Insights into the candle and home fragrance consumer segments of the market will be gathered using two separate research methodologies:
- Focus groups where recent purchasers of candles and home fragrance products will talk about their purchases, the decision process in making those purchases and how they feel about brands, retailers and product offerings in the category.
- Quantitative survey of 1,000 candle and home fragrance consumers to discover their buying behavior and spending patterns and validate hypotheses from focus groups. A portion of the survey will be devoted specifically to brand awareness and usage.
Unity Marketing plans to conduct the research and publish the final report during the first half of 2007. For more information, visit www.unitymarketingonline.com.
