Candles were once simply something that you blew out on your birthday or that you might use for a romantic dinner for two, but now candles have gone so much further and the market is only getting bigger.
Candles have become common decorative features in many rooms in the home as well as fragrance items to eliminate odours or create a certain ambience or mood. There is a candle for every season or occasion as well as a multitude of colours, scents, shapes and sizes to choose from.
Million Insights reported in 2020 that the global Candle Market was projected to be worth over US$6 billion by 2025, growing at an average of 8% per year. This growth didn’t factor in the significant boom the category experienced due to the various lockdowns throughout 2020 and consumers spending more time at home and wanting to make it as comfortable as possible.
Prior to the UK’s second lockdown in November, customers flocked to buy candles and other scented products to create a sense of cosiness in their homes to make the best of the situation. “The prospect of spending less time out and about during winter means people are hunkering down with seasonal comforts and making the best of life at home. Sales of scented candles, pot pourri and essential oils for diffusers have grown by 29% compared with last year,” said Fraser McKevitt, Head of Retail and Consumer Insight at Kantar.
John Lewis are predicting that “fragrance zoning” will emerge as a trend as people use candles to “create moments and moods throughout the at-home day: a refreshing peppermint spray in the morning, an energising citrus candle post lunch, a relaxing lavender scent for evening.” With this in mind candlemakers across the UK can rejoice as they strive to meet this demand.
But what candles should you stock and why? You can choose on the range’s aesthetic appeal, the smell or eco-friendliness in materials, manufacturing and packaging. Paraffin was once the wax of choice for many candlemakers due to its low cost and ability to be moulded and coloured as desired.
But as a by-product of petroleum its environmental credentials aren’t as strong as other kinds of wax, such as soy, which is expected to grow in usage over the coming years.
Soy is derived from a natural resource and has a lower carbon footprint than paraffin production. Soy wax also burns slowly due to its high melting point, allowing for long-lasting fragrance. Some makers use glass, ceramic or even tin to house their candles and these can often be reused or recycled.
But ultimately it is the smell that has the lasting impact. A scent can take you to exotic seaside destinations, or remind you of wintery nights by the fire. It can create a sense of well-being or relaxation or even spark some energy if that is what you desire. So, follow your nose and see where it goes.
CLICK HERE to read the fully feature in Gifts Today’s January edition.