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Candles in the United States 2009
Mintel, Aug 2009, Pages: 82
The US candles market has suffered substantial losses since 2006, as it faces an ongoing recession, soaring materials costs, and poor sales during recent holiday seasons. Mintel predicts that sales will continue to suffer in the current economic atmosphere, but that relief should arrive after 2010. Potential for real growth depends on developing products that meet the many air freshening and decorating needs of consumers, as well as communicating the wide range of benefits that the category delivers.
This report features in-depth analysis of these factors, as well as close examination of the following:
- How to market to consumers who are skipping discretionary purchases of candles
- How the declining housing market directly impacts sales of candles
- How soy and other eco-friendly candles tap into consumer desire to appear “green”
- The role of design in candle marketing, and how candles can be better positioned as décor
- The role of health & wellness in marketing candles as aromatherapy and relaxation aids
- Competition from sprays and plug-ins as the air care market grows
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