+15 Candle Industry Market [Statistics]

Discussing the dynamic and growing candle industry, which global market size has reached $11 billion, with a significant contribution from the U.S. This report delves into market trends, candle types, and consumer preferences, considering factors like COVID-19 and online sales.

Explore the following topics:

• Market size
• Candle wax
• By type of candle
• Where are candles sold
• Most popular fragrances in scented candles
• Biggest candle companies
• Covid-19

Key Findings

• The candle industry: $11 billion globally
• US candle industry: $4.7 billion (42.7% of global market)
• Industry growth: +4% annually
• Projected value by 2030: $14 billion worldwide ($6 billion in the US)
• Scented candles: 34% of total sales ($3.6 billion)
• Online sales: 33% of all candles
• COVID-19 impact: +17% sales increase
• Container candles: 31% of sales ($3.29 billion annually)

Market Size

• Total worldwide candle market value: $11 billion
• Avg. annual growth: +4%
• Expected value by 2030: $14 billion
• US market share: $4.71 billion (42.7% of global)
• US candle sales: +120% in the last 20 years

Candle Wax

• Over 1 billion pounds of wax used annually in the US candle industry
• Global candle wax usage estimated at 3.7-4.5 billion pounds

Common wax types include paraffin (over 92% usage), soy wax, beeswax, and palm wax.

By Type of Candle

Main candle categories ranked by market share:

1. Container candles: 31% market share ($3.2 billion sales)
2. Taper candles: 24% market share ($2.5 billion sales)
3. Pillar candles:Having a 31% market share of the total candle market, which results in annual sales exceeding $3.2 Billion, container candles top the list.
4. Votive candles capture 15% of the total candle market share and generate sales exceeding $1.5 Billion annually.
5. Other types of candles, including Tea lights, jar candles, and tumbler vase candles, make up the remaining 8% of the market, valued at nearly one billion USD.

Moreover, scented candles are often considered a distinct “type of candle,” even though various types can utilize both scented and unscented candle wax interchangeably. Therefore, when conducting a market share analysis among different candle types, the focus is solely on structural disparities and relative market shares to prevent category overlaps.

Scented candles vs. unscented

As part of analyzing the market share of different candle types, a comparison was made between the sales of scented candles and traditional candles.

• The scented candles market amounts to $3.6 Billion, representing a 34% share of the total $10.6 Billion candle market.
• Notably, 34% of all candles sold are scented, indicating they are imbued with some fragrance within the wax.
• The scented candle market is experiencing an annual growth rate of +4.1%, slightly outpacing the overall market growth.

Where Are Candles Sold

Traditionally, candles find distribution through a wide array of retail outlets, such as:

• Specialty or gift shops.
• Department and home decor stores.
• Mass merchandisers (discount stores, drug store chains, grocery stores, etc.).

Online vs. offline

• 33% of candles are retailed online (e.g. Amazon and online specialty stores).
• 67% of candles are distributed through physical stores (e.g. Department stores, Grocery stores, and Gift shops).

Most Popular Fragrances in Scented Candles

Companies predominantly specialize in producing scented candles with popular fragrances like vanilla, lavender, and citrus.

Preferences for scents within the market were also explored.

It should be noted that standardizing a method to categorize SKUs (different scented candles) is challenging due to scent variations, multiple scent combinations, and unlisted scents by manufacturers, distributors, and stores (both online and offline).

The following estimation showcases the most widely favored scents and their relative frequency in candle usage:

1. Vanilla represents 11% of all scented candles.
2. Citrus / Lemon scents account for 10% of scented candles.
3. Lavender fragrances make up 8% of scented candles.
4. Rose scents amount to 8% of all scented candles.
5. Pumpkin-scented candles constitute 7% of scented candle sales.
6. Coconut-scented candles occupy 4% of the scented candle market.
7. Cranberry-scented candles make up 4% of scented candle sales.
8. Gardenia-scented candles represent 3% of all scented candles.
9. 2% each of scented candles feature Coffee, Amber, Sage, Cinnamon, Eucalyptus, Peppermint, Sandalwood, and Chocolate scents.
10. 1% each of scented candles are fragranced with Fir, Cedar, Leather, Musk, Patchouli, Tobacco, Oud, and Teakwood.

Additionally, approximately 24% of scented candles fall under “Others,” mainly due to instances where candles are scent blends without a distinct primary scent, feature unnamed natural scents, or lack specific scent descriptions.

Biggest Candle Companies

Leading the candle industry is SC Johnson & Sons, with an annual candle sales figure of $184 million.

The subsequent major players in the market are The Yankee Candle Company (with $132 million in yearly sales) and Newell Brands (generating $113 million per annum).

Other notable candle manufacturers and sellers include:

• Bath & Body Works
• Better Homes and Garden
• Bridgewater Candles
• Colonial Candle
• Conscious Candle Company
• Contract Candles & Diffusers Ltd.
• Circle E Candles
• Diptyque
• Ellis Brooklyn
• Jo Malone London
• Le Labo
• Malin + Goetz
• NEST
• Slatkin & Co
• Thymes
• TRUDON
• Village Candles
• White Barn Candles
• Yankee Candles

Covid-19

The demand for candles rose during the COVID-19 pandemic as individuals sought to enhance home ambiance while spending more time indoors.

The evident impact was a 17% spike in the candle industry in the subsequent year following the Covid-19 outbreak, a significant surge compared to the average annual growth rate of +4%.