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candles and beyond · 2010. 6. 8. · channels (stores, catalog, internet, direct-sellers). Yankee...
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candles and beyond 2010 Home Fragrance Overview
Transcript of candles and beyond · 2010. 6. 8. · channels (stores, catalog, internet, direct-sellers). Yankee...
candles and beyond2010 Home Fragrance Overview
air care industry review
Air fresheners* sales
increased 15% from 2004-
2007 but declined -8%
from 2007-09 as
consumers cut spending
Candles sales decreased -
12% from 2004-09.
*sprays, plug-ins, deodorizers
Air care forecast
Air fresheners sales will
increase 10% during 2009-14
Candle sales are projected to
grow 16% from 2009-14.
Air Fresheners 2009 sales*=
$983 million
Candles 2009 sales**= $2.0
billion
* FDMx Mintel International Group ** National Candle Association
Air care Opportunities
Potpourri sales more than doubled
from 2004-09 as consumers
demand for natural products
increased.
Air care sales are expected to
increase again as discretionary
spending recovers toward 2014.
Candles peaked by 2005; sales will
increase with the housing market
recovery and opportunities to
market candles in air care and
decor categories.
Air apparent
“Which of the following air
fresheners, if any, do you use?”
Type %
Spray 64
Candle 48
Plug-in 40
Auto Freshener 30
Incense 16
Potpourri 17
Solid 16
Plug-in-Fan 14
Battery-Op Fan 7
Other 5
Do not use 6
base: Mintel Consumer Survey 2009
shop talk-Air Care
Consumers purchase air
fresheners (sprays, solids,
deodorizers) primarily
through food, drug & mass.
48% of respondents made
their purchases at Wal
Mart.*
Brand % Use
Febreze 51
Glade 45
Air Wick 26
Renuzit 16
Lysol Neutra
Air14
2009 Mintel Air Freshener survey
shop talk-candles
80% of candle sales come from non-FDMx*
channels (stores, catalog, internet, direct-
sellers).
Yankee Candle Company is the largest
retailer/manufacturer producing $401
million in 2009 with 498 US stores,
wholesale customers of 19,200 and
international distribution of 3,600 stores and
distributors in 43 countries.
White Barn Candle, a division within Bath
and Body Works, is estimated to produce $5-
10 million annually.*food, drug, mass stores, excluding Wal Mart
Home Fragrance ~The players~
Wal Mart Target
Pier 1
Pottery Barn
Cost Plus
World Market
Bath &
Body Works
Yankee
Candle
Independent
Gift Stores
All FDMx
Gold
CanyonPartyLite
+PPT
-$$
-PPT
-$
+PPT
+$$$
-PPT
+$$$
Kohl’s
Bed Bath
& Beyond
Comparative Assortment
Pillars Jars Plug Ins Diffusers Sprays Fillers
Yankee
Bath & BodyWorks
Pier 1
Pottery Barn
Bed Bath & Beyond
Kohl’s
Gift
Direct
FDM
Florientals
Ambery notes, powdery notes, and
modern florals
Citrus notes emphasizing energy and
bursting combinations
Classic florals- Muguet, Honeysuckle,
Hyacinth....
Natural greens continue
Solar musks for warmth
New clean notes
Marine scents
Fragrance trends
Report 2010-The Fragrance Foundation
Cardamom
Sweet Potato
Hibiscus
Cupuaçu
Rosewater
Latin Spices
Fragrance & Flavor trends 2010+
2010 US Flavor & Fragrance Trends-US (Mintel)_
MUSKS AND MUSK BLENDS
auratouch
auranone
muscenone 98219
FLORAL CHEMICALS
magnolian
jacinthaflor
NEW AMBERS
ysamber K
cetalox 9222510
Fragrance & Flavor trends 2010+
2010 US Flavor & Fragrance Trends-US (Mintel)
Think outside the box
Momentum continues toward sustainability/eco/green
Simple
Technology inspired
Collectible/luxury inspired
High quality packaging that says “I have to have it”
Food & Drink Trends 2010Exotic Chocolate
Ethnic Foods, more Mexican
and African
“Time for Tea” Culture
Leatherhead Food Research 2010
Location. Location. Location
Eco-friendly product groups
Candles emphasized for air
fresheners v. décor-only
High end value price point
product offers
Candles as emotional appeal
for family gatherings (even
simple dinners) during these
difficult economic times
Color forecast2011
Color Direction 2011
Pantone Colour View 2011
Color Direction 2011
Pantone Colour View 2011
Color Direction 2011
Pantone Colour View 2011
Color Direction 2011
Pantone Colour View 2011
Color Direction 2011
Pantone Colour View 2011
Color Direction 2011
Pantone Colour View 2011
Color Direction 2011
Pantone Colour View 2011
New PRODUCTS2011
: NewPronunciation: \ˈnü1 : having recently come into existence : recent, modern
Bath and Body Works
: NewPronunciation: \ˈnü1 : having recently come into existence : recent, modern
Pottery Barn
: NewPronunciation: \ˈnü1 : having recently come into existence : recent, modern
Estéban
: NewPronunciation: \ˈnü1 : having recently come into existence : recent, modern
L’Artisan Parfumeur
Chez Moi Perfume Diffuser System
