Global Home Fragrance Market

Home Fragrance Market Size, Share, Growth Analysis, By Product Type(Candles (Unscented, Scented), Room Sprays, Reed Diffusers), By Distribution Channel(Offline (Supermarkets/Hypermarkets, Convenience Stores), Online), By Region - Industry Forecast 2024-2031


Report ID: SQMIG30K2045 | Region: Global | Published Date: April, 2024
Pages: 242 |Tables: 66 |Figures: 75

Home Fragrance Market Insights

Home Fragrance Market size was valued at USD 12.44 billion in 2019 and is poised to grow from USD 13.1 billion in 2023 to USD 18.8 billion by 2031, growing at a CAGR of 5.3% in the forecast period (2024-2031).

Home fragrances are personal care items that release aroma to cover up unwanted odors. Additionally, these scents aid in lowering weariness and easing tension. Some of the most popular scents among consumers are floral, fantasy, fruity, fresh & clean, and gourmand. Additionally, there are many other types of diffusers for home fragrances on the market, including reed diffusers, smart diffusers, candles with essential oils, air pockets, and sprays. Additionally, they come in a range of patterns, hues, and fashions that improve the appeal of homes. Furthermore, some of the cutting-edge products that have increased demand among the target clients for home scents include customizable plug-ins, aromatherapy diffusers, and fragrant candles with platform lids. As a result, one of the major drivers fueling the demand for the global home fragrance market is the expanded size of product variety. Additionally, the booming rise of the spa industry, which is frequently utilized to relax and de-stress its clientele, has made a substantial contribution to the rising demand.

US Home Fragrance Market is poised to grow at a sustainable CAGR for the next forecast year.

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Home Fragrance Market Segmental Analysis

The Global Home Fragrance Market is segmented based on product type, distribution channel, and region. Based on Product Type, it is categorized into Candles, Room Sprays, Reed Diffusers, Essential Oils, and Incense Sticks. The Candles segment is further sub-segmented into Unscented Candles and Scented Candles. Based on Distribution Channel, it is categorized into Offline and Online. The Offline segment is further sub-segmented into Supermarkets/Hypermarkets and Convenience Stores. Based on region, it is categorized into North America, Europe, Asia Pacific, The Middle East and Africa, and Latin America.

Home Fragrance Market Analysis by Product Type

On the basis of product type, the room sprays segment is currently dominating the global home fragrance market. This is because the sprays are more affordable than other product kinds and come in a variety of scents, including lavender, jasmine, and rose, as well as with different features to meet the demands of different consumers. For example, the Godrej Aer Matic Spray is a refillable adjustable automated spray that may be changed between four various smells over the course of a few minutes.

Due to the significant demand for candles in traditional and spiritual practices, the candle segment is projected to grow significantly and be the market leader over the forecast period. The use of scented candles as a popular home aroma is also expected to increase this segment's consumption. It is also projected to have a strong effect as consumers become more aware of the many advantages of using scented candles, including how it can make them feel calm, invigorated, and how it may increase their mental capacity.

Home Fragrance Market Analysis by Distribution Channel

On the basis of distribution channel, the offline segment is currently dominating the global home fragrance market. The offline stores are the most dominating because of the presence of a wide variety of candle and home fragrance under one roof, making it a more appealing alternative to a larger number of consumers than offline businesses.

The online segment is predicted to increase significantly due to the increasing popularity of smartphones and the growing number of working professionals who choose to save time by using an online channel.

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Home Fragrance Market Regional Insights

Based on the region, the European region currently dominates the global home fragrance market. In terms of revenue, Europe accounted for the largest market share for home fragrances in 2021, and it is anticipated that the region would continue to dominate during the projected period. The per capita spending on homecare goods, such as perfumes, and an increase in the area's level of life are two of the main causes of this rapid expansion. Due to an increase in demand for home fragrance items, nations like the United Kingdom and France are leading the regional market. Electric air fresheners, candles, and wax melt sales all saw considerable growth in the UK over the past few years. The products are bought more frequently and have an increased average selling price. Additionally, consumers in these nations purchase home fragrance goods frequently, which is fueling the local industry. Additionally, there are more retailers and manufacturers in the area, which has increased the supply of home fragrance in Europe. For instance, businesses developed the notion to replenish the scented candles, which extends the life cycle of candles more than conventional scented candles. One such company is ESTEBAN Paris. These elements are projected to accelerate market expansion in the area.

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Home Fragrance Market Dynamics

Home Fragrance Market Drivers

  • Rising proportion of young adults to support the market growth: A significant portion of global employment is held by the young population, which is expected to have a favorable effect on growth. They are blamed for this since they rent and buy homes and apartments on a massive scale. In terms of combining technology or coming up with appealing appearances and designs, a sizable number of brands producing items aimed specifically at the youth demographic are anticipated to play a significant influence in assisting the candle and home fragrance to gain traction.

Home Fragrance Market Restraints

  • Allergic reactions of people with health issues to home fragrance products to limit the market expansion: Asthma, COPD, pneumonia, and other lung conditions are becoming more common, more people are developing health complications that have an adverse effect on their health and an allergic reaction. This is hindering the expansion of the home fragrance sector.

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Home Fragrance Market Competitive Landscape

The presence of numerous domestic and foreign competitors has made the market for home fragrances competitive and fragmented. Companies active in the worldwide home fragrances market use a variety of important strategies to acquire a competitive edge, including geographic expansions, new product launches, mergers, and acquisitions. A positive influence on gaining greater traction is anticipated to come from manufacturers shifting their focus to the creation of less toxic to humans natural/organic candle and home fragrance products.

Home Fragrance Market Top Players Company Profiles

  • Procter & Gamble
  • Reckitt Benckiser Group
  • Henkel AG & Co. KGaA
  • L Brands Inc.
  • Estée Lauder Companies Inc.
  • Newell Brands Inc.
  • Yankee Candle Company Inc.
  • Bath & Body Works Inc.
  • S.C. Johnson & Son Inc.
  • Nestlé S.A.
  • Unilever Group
  • Church & Dwight Co. Inc.
  • The Clorox Company
  • California Scents
  • The Hershey Company
  • Glade
  • Diptyque Paris
  • Jo Malone London
  • Molton Brown
  • Archipelago Botanicals

Home Fragrance Market Recent Developments

  • In February 2022, Procter & Gamble's Febreze introduced Ember, a sophisticated fragrance with a dazzling citrus aroma and accents of exquisite woods.
  • In January 2022, Henkel announced intentions to create Henkel Consumer Brands, a new entity that would include both its laundry and home care and beauty care operations. With the intention of having the new organization in place by the start of 2023, the company will start making immediate preparations for the integration process.

Home Fragrance Key Market Trends

  • Increasing popularity of innovative home fragrance products: Numerous cutting-edge products have entered the market as a result of the rise in startups around the globe. Scented candles are one of the segments of the home fragrance market that are expanding the quickest. The market for scented candles is expanding quickly, and this growth can be ascribed to a number of factors, including the rising popularity of aromatherapy, which helps people relax, and the growing popularity of candles as items for home décor. One of the key market trends for home fragrances has been the rise of personalized home fragrance candles, which is anticipated to positively impact the industry's expansion in the years to come. Customers now have the ability to select the shape, size, color, texture, and scent of candles based on their distinct tastes and preferences. In addition to giving clients the choice to select their own fragrance, some suppliers also let them add pictures and quotes to the candle containers.

Home Fragrance Market SkyQuest Analysis

SkyQuest’s ABIRAW (Advanced Business Intelligence, Research & Analysis Wing) is our Business Information Services team that Collects, Collates, Co-relates and Analyzes the Data collected by means of Primary Exploratory Research backed by the robust Secondary Desk research.

According to the analysis, the global home fragrance market is currently led by countries in the European region, due to an increase in demand for home fragrance items in this region. Along with this, the candles segment is projected to lead the market due to the significant demand for candles in traditional and spiritual practices, over the forecast period.

Report Metric Details
Market size value in 2023 USD 12.44 billion
Market size value in 2031 USD 18.8 billion
Growth Rate 5.3%
Forecast period 2024-2031
Forecast Unit (Value) USD Billion
Segments covered
  • Product Type
    • Candles (Unscented, Scented), Room Sprays, Reed Diffusers, Essential Oils, Incense Sticks
  • Distribution Channel
    • Offline (Supermarkets/Hypermarkets, Convenience Stores), Online
Regions covered North America (US, Canada), Europe (Germany, France, United Kingdom, Italy, Spain, Rest of Europe), Asia Pacific (China, India, Japan, Rest of Asia-Pacific), Latin America (Brazil, Rest of Latin America), Middle East & Africa (South Africa, GCC Countries, Rest of MEA)
Companies covered
  • Procter & Gamble
  • Reckitt Benckiser Group
  • Henkel AG & Co. KGaA
  • L Brands Inc.
  • Estée Lauder Companies Inc.
  • Newell Brands Inc.
  • Yankee Candle Company Inc.
  • Bath & Body Works Inc.
  • S.C. Johnson & Son Inc.
  • Nestlé S.A.
  • Unilever Group
  • Church & Dwight Co. Inc.
  • The Clorox Company
  • California Scents
  • The Hershey Company
  • Glade
  • Diptyque Paris
  • Jo Malone London
  • Molton Brown
  • Archipelago Botanicals
Customization scope

Free report customization with purchase. Customization includes:-

  • Segments by type, application, etc
  • Company profile
  • Market dynamics & outlook
  • Region

Historical Year 2019

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Table Of Content

Executive Summary

Market overview

  • Exhibit: Executive Summary – Chart on Market Overview
  • Exhibit: Executive Summary – Data Table on Market Overview
  • Exhibit: Executive Summary – Chart on Home Fragrance Market Characteristics
  • Exhibit: Executive Summary – Chart on Market by Geography
  • Exhibit: Executive Summary – Chart on Market Segmentation
  • Exhibit: Executive Summary – Chart on Incremental Growth
  • Exhibit: Executive Summary – Data Table on Incremental Growth
  • Exhibit: Executive Summary – Chart on Vendor Market Positioning

Parent Market Analysis

Market overview

Market size

  • Market Dynamics
    • Exhibit: Impact analysis of DROC, 2021
      • Drivers
      • Opportunities
      • Restraints
      • Challenges
  • SWOT Analysis

KEY MARKET INSIGHTS

  • Technology Analysis
    • (Exhibit: Data Table: Name of technology and details)
  • Pricing Analysis
    • (Exhibit: Data Table: Name of technology and pricing details)
  • Supply Chain Analysis
    • (Exhibit: Detailed Supply Chain Presentation)
  • Value Chain Analysis
    • (Exhibit: Detailed Value Chain Presentation)
  • Ecosystem Of the Market
    • Exhibit: Parent Market Ecosystem Market Analysis
    • Exhibit: Market Characteristics of Parent Market
  • IP Analysis
    • (Exhibit: Data Table: Name of product/technology, patents filed, inventor/company name, acquiring firm)
  • Trade Analysis
    • (Exhibit: Data Table: Import and Export data details)
  • Startup Analysis
    • (Exhibit: Data Table: Emerging startups details)
  • Raw Material Analysis
    • (Exhibit: Data Table: Mapping of key raw materials)
  • Innovation Matrix
    • (Exhibit: Positioning Matrix: Mapping of new and existing technologies)
  • Pipeline product Analysis
    • (Exhibit: Data Table: Name of companies and pipeline products, regional mapping)
  • Macroeconomic Indicators

COVID IMPACT

  • Introduction
  • Impact On Economy—scenario Assessment
    • Exhibit: Data on GDP - Year-over-year growth 2016-2022 (%)
  • Revised Market Size
    • Exhibit: Data Table on Home Fragrance Market size and forecast 2021-2027 ($ million)
  • Impact Of COVID On Key Segments
    • Exhibit: Data Table on Segment Market size and forecast 2021-2027 ($ million)
  • COVID Strategies By Company
    • Exhibit: Analysis on key strategies adopted by companies

MARKET DYNAMICS & OUTLOOK

  • Market Dynamics
    • Exhibit: Impact analysis of DROC, 2021
      • Drivers
      • Opportunities
      • Restraints
      • Challenges
  • Regulatory Landscape
    • Exhibit: Data Table on regulation from different region
  • SWOT Analysis
  • Porters Analysis
    • Competitive rivalry
      • Exhibit: Competitive rivalry Impact of key factors, 2021
    • Threat of substitute products
      • Exhibit: Threat of Substitute Products Impact of key factors, 2021
    • Bargaining power of buyers
      • Exhibit: buyers bargaining power Impact of key factors, 2021
    • Threat of new entrants
      • Exhibit: Threat of new entrants Impact of key factors, 2021
    • Bargaining power of suppliers
      • Exhibit: Threat of suppliers bargaining power Impact of key factors, 2021
  • Skyquest special insights on future disruptions
    • Political Impact
    • Economic impact
    • Social Impact
    • Technical Impact
    • Environmental Impact
    • Legal Impact

Market Size by Region

  • Chart on Market share by geography 2021-2027 (%)
  • Data Table on Market share by geography 2021-2027(%)
  • North America
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • USA
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Canada
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Europe
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • Germany
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Spain
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • France
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • UK
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of Europe
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Asia Pacific
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • China
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • India
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Japan
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • South Korea
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of Asia Pacific
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Latin America
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • Brazil
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of South America
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
  • Middle East & Africa (MEA)
    • Chart on Market share by country 2021-2027 (%)
    • Data Table on Market share by country 2021-2027(%)
    • GCC Countries
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • South Africa
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)
    • Rest of MEA
      • Exhibit: Chart on Market share 2021-2027 (%)
      • Exhibit: Market size and forecast 2021-2027 ($ million)

KEY COMPANY PROFILES

  • Competitive Landscape
    • Total number of companies covered
      • Exhibit: companies covered in the report, 2021
    • Top companies market positioning
      • Exhibit: company positioning matrix, 2021
    • Top companies market Share
      • Exhibit: Pie chart analysis on company market share, 2021(%)

Methodology

For the Home Fragrance Market, our research methodology involved a mixture of primary and secondary data sources. Key steps involved in the research process are listed below:

1. Information Procurement: This stage involved the procurement of Market data or related information via primary and secondary sources. The various secondary sources used included various company websites, annual reports, trade databases, and paid databases such as Hoover's, Bloomberg Business, Factiva, and Avention. Our team did 45 primary interactions Globally which included several stakeholders such as manufacturers, customers, key opinion leaders, etc. Overall, information procurement was one of the most extensive stages in our research process.

2. Information Analysis: This step involved triangulation of data through bottom-up and top-down approaches to estimate and validate the total size and future estimate of the Home Fragrance Market.

3. Report Formulation: The final step entailed the placement of data points in appropriate Market spaces in an attempt to deduce viable conclusions.

4. Validation & Publishing: Validation is the most important step in the process. Validation & re-validation via an intricately designed process helped us finalize data points to be used for final calculations. The final Market estimates and forecasts were then aligned and sent to our panel of industry experts for validation of data. Once the validation was done the report was sent to our Quality Assurance team to ensure adherence to style guides, consistency & design.

Analyst Support

Customization Options

With the given market data, our dedicated team of analysts can offer you the following customization options are available for the Home Fragrance Market:

Product Analysis: Product matrix, which offers a detailed comparison of the product portfolio of companies.

Regional Analysis: Further analysis of the Home Fragrance Market for additional countries.

Competitive Analysis: Detailed analysis and profiling of additional Market players & comparative analysis of competitive products.

Go to Market Strategy: Find the high-growth channels to invest your marketing efforts and increase your customer base.

Innovation Mapping: Identify racial solutions and innovation, connected to deep ecosystems of innovators, start-ups, academics, and strategic partners.

Category Intelligence: Customized intelligence that is relevant to their supply Markets will enable them to make smarter sourcing decisions and improve their category management.

Public Company Transcript Analysis: To improve the investment performance by generating new alpha and making better-informed decisions.

Social Media Listening: To analyze the conversations and trends happening not just around your brand, but around your industry as a whole, and use those insights to make better Marketing decisions.

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FAQs

Home Fragrance Market size was valued at USD 12.44 billion in 2019 and is poised to grow from USD 13.1 billion in 2023 to USD 18.8 billion by 2031, growing at a CAGR of 5.3% in the forecast period (2024-2031).

The presence of numerous domestic and foreign competitors has made the market for home fragrances competitive and fragmented. Companies active in the worldwide home fragrances market use a variety of important strategies to acquire a competitive edge, including geographic expansions, new product launches, mergers, and acquisitions. A positive influence on gaining greater traction is anticipated to come from manufacturers shifting their focus to the creation of less toxic to humans natural/organic candle and home fragrance products. 'Procter & Gamble', 'Reckitt Benckiser Group', 'Henkel AG & Co. KGaA', 'L Brands Inc.', 'Estée Lauder Companies Inc.', 'Newell Brands Inc.', 'Yankee Candle Company Inc.', 'Bath & Body Works Inc.', 'S.C. Johnson & Son Inc.', 'Nestlé S.A.', 'Unilever Group', 'Church & Dwight Co. Inc.', 'The Clorox Company', 'California Scents', 'The Hershey Company', 'Glade', 'Diptyque Paris', 'Jo Malone London', 'Molton Brown', 'Archipelago Botanicals'

Rising proportion of young adults to support the market growth: A significant portion of employment is held by the young population, which is expected to have a favorable effect on growth. They are blamed for this since they rent and buy homes and apartments on a massive scale. In terms of combining technology or coming up with appealing appearances and designs, a sizable number of brands producing items aimed specifically at the youth demographic are anticipated to play a significant influence in assisting the candle and home fragrance to gain traction.

Increasing popularity of innovative home fragrance products: Numerous cutting-edge products have entered the market as a result of the rise in startups around the globe. Scented candles are one of the segments of the home fragrance market that are expanding the quickest. The market for scented candles is expanding quickly, and this growth can be ascribed to a number of factors, including the rising popularity of aromatherapy, which helps people relax, and the growing popularity of candles as items for home décor. One of the key market trends for home fragrances has been the rise of personalized home fragrance candles, which is anticipated to positively impact the industry's expansion in the years to come. Customers now have the ability to select the shape, size, color, texture, and scent of candles based on their distinct tastes and preferences. In addition to giving clients the choice to select their own fragrance, some suppliers also let them add pictures and quotes to the candle containers.

Based on the region, the European region currently dominates the home fragrance market. In terms of revenue, Europe accounted for the largest market share for home fragrances in 2021, and it is anticipated that the region would continue to dominate during the projected period. The per capita spending on homecare goods, such as perfumes, and an increase in the area's level of life are two of the main causes of this rapid expansion. Due to an increase in demand for home fragrance items, nations like the United Kingdom and France are leading the regional market. Electric air fresheners, candles, and wax melt sales all saw considerable growth in the UK over the past few years. The products are bought more frequently and have an increased average selling price. Additionally, consumers in these nations purchase home fragrance goods frequently, which is fueling the local industry. Additionally, there are more retailers and manufacturers in the area, which has increased the supply of home fragrance in Europe. For instance, businesses developed the notion to replenish the scented candles, which extends the life cycle of candles more than conventional scented candles. One such company is ESTEBAN Paris. These elements are projected to accelerate market expansion in the area.

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Global Home Fragrance Market

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