candle

The market for candles and home fragrances reached $8.4 billion in 2004, on growth of 14.1 percent over previous year. Driven by consumers' desire for their homes to smell good, some 80 percent of all adult Americans bought some kind of home fragrance product in the past year, including candles and candle accessories, sprays, plugs-ins, room fresheners, potpourris, air fresheners, air purifiers and more. As consumer demand for fragrance for their home grows, more marketers are exploring the bright opportunities in home fragrancing alternatives. While candles remain consumers’ top pick for home fragrance, the market for other home fragrance products is growing faster than that for candles. Delivering home fragrances has been a source of new product innovation, with the Fabreeze Scent Stories discs that play rotating fragrance 'stories' being on the leading edge of innovation.