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Home Fragrance Market - Global Outlook and Forecast 2023-2028

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  • 233 Pages
  • April 2023
  • Region: Global
  • Arizton
  • ID: 5766509
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The global home fragrance market size is expected to grow at a CAGR of 4.54% during 2022 to 2028.

Key Winning Imperatives in the Global Home Fragrance Market

  • A candle's personalized and emotional appeal is an increasingly significant factor in a consumer’s purchasing decisions.
  • Eco-friendly packaging for home fragrance products with nature-friendly and organic components, such as corrugated hemp boxes and jute bags, will support the growth of sustainable packaging for home fragrance products.
  • Aromatherapy helps in easing stress, depression, and anxiety and boosts the feeling of relaxation, and improves sleep.


Rising Preference For Personalized Scented Candles

Nowadays, candles have become household accessories to have in the home. The candle industry has experienced a big boom in the past few years. The personalization of candles is becoming more popular, and people are looking for personal stamps on a product with the freedom to design and customize products according to their preferences. People looking to customize candles with their own aromatic choices have been creating opportunities for home fragrance market players to offer new products to consumers.

Shift In Focus Toward Sustainability

Modern consumers are highly concerned about environmental maintenance, which makes them adopt sustainable choices. Therefore, eco-friendly home fragrance packaging boxes have more preference over the rest of the products in the competition. Also, sustainable packaging will be aided by eco-friendly packaging for home fragrance products made of natural and organic materials, such as jute bags and corrugated hemp boxes.

Rising Penetration Of E-Commerce Channels

E-commerce sales have steadily risen for years, and the increase in internet penetration has supported the growth worldwide. Due to the rising disposable incomes and changing lifestyles in several regions, the demand for home fragrances has significantly increased. E-commerce platforms such as Amazon, eBay, and Shopify are gaining huge traction among consumers for purchasing home fragrances such as luxury candles, reed diffusers, room fresheners, etc. E-commerce retailers market artistically designed home fragrances, especially candles with elaborate shapes and sculptural crafting. This has created a spike in consumer interest in purchasing home fragrances and boosted the global industry.


Potential Health Risks

Several fragrances can lead to health problems. According to Healthdirect, around one in three people report health problems when exposed to fragrance products. These health problems can include headaches, asthma attacks, hay fever, nausea, migraine, seizures, breathing problems, rashes, congestion, and dizziness. Inhaling essential oils that are diffused is generally safe for most people. Some people might react to the fumes and get an asthma attack. In addition, essential oils can cause severe lung infections, known as pneumonitis, for some people. Therefore, such factors with the potential for health risks are anticipated to hinder the growth of the home fragrance market during the forecast period.



The candle market dominated the global home fragrance market, accounting for over 37% share in 2022. Mostly, a scented candle comprises a combination of natural and synthetic fragrances. The fragrance material might be derived from essential oils or synthetic aroma chemicals. Before, candles were necessary; now, they are used as a luxury to enhance homes. Initially, they were very simple in design and used to light the night, although now they work to offer scent and decorative aspects. Scented candles are popular and bring fresh, new scents to the consumer. The segment is anticipated to generate additional revenue of USD 1.24 billion during the forecast period and is growing at an absolute rate of 36.43% by 2028.

Segmentation by Product

  • Candles
  • Room Sprays
  • Reed Diffusers
  • Essential Oils & Wax Melts
  • Incense Sticks & Cones
  • Others


The liquid form segment held the largest global home fragrance market share in 2022. Liquid home fragrance product includes essential oils, room sprays, etc. They are a mixture of aroma compounds, fixatives, and solvents in liquid form. Further, essential oils are concentrated hydrophobic liquids containing volatile chemical compounds from plants, i.e., easily evaporated at normal temperatures. The segment is anticipated to generate additional revenue of USD 1.5 billion during the forecast period.

Segmentation by Form

  • Liquid
  • Semi-Solid
  • Solid


The supermarkets & hypermarkets distribution channel dominated the global home fragrance market and was valued at over USD 4 billion in 2022. The segment includes home fragrance products such as scented candles, reed diffusers, room sprays, incense sticks & cones, etc., in supermarkets & hypermarkets, which are primarily self-serving shops offering a wide variety of food and other household products. Most major players have started offering a broad range of home fragrance products through supermarkets and hypermarkets. The distribution methods are the key influencers in determining the sales and industry share of the brands in the global home fragrance market. Home fragrance product distribution is highly significant and requires research to understand the most effective and safe channel. Major retail channels like Walmart, Costco, Walgreens, Sainsbury’s, and Morrisons are major sources of sales for home fragrance products in western countries.

Segmentation by Distribution Channel

  • Supermarkets & Hypermarkets
  • Convenience Stores
  • Online
  • Others


North America dominated the global home fragrance market in 2022, valued at over USD 3 billion. The rising preference of consumers towards sustainable and natural products, increasing disposable income, and growing prevalence of lifestyle well-being are the factors supporting the demand for home fragrance products in the region. Furthermore, the U.S. and Canada are the major industries in the region. The most popular types of candles are container and jar candles with American consumers. Consumers are progressively purchasing candles as a focal point for their home décor and aromatherapy, such as stress reduction and relaxation.

Segmentation by Geography

  • North America
  • US
  • Canada
  • Europe
  • Germany
  • UK
  • France
  • Italy
  • Spain
  • APAC
  • China
  • India
  • Japan
  • Australia
  • South Korea
  • Latin America
  • Brazil
  • Mexico
  • Argentina
  • Middle East & Africa
  • GCC
  • South Africa


The global home fragrance market is highly fragmented, and the degree of fragmentation is expected to accelerate during the forecast period. There is a significant number of global and domestic vendors across the geographies. While large organizations with a considerable budget have pricing, flexibility in approach, and the ability to customize solutions as their top criteria, smaller organizations do not emphasize reporting as much. Further, pricing is the top criterion, while expertise and testimonials are at the bottom. Vendors compete in terms of brand value, customization ability, price, skilled workforce, and technological capability.

Key Company Profiles

  • Procter & Gamble
  • S.C. Johnson & Son
  • Godrej Consumer Products
  • Reckitt Benckiser Group
  • Newell Brands

Other Prominent Vendors

  • Henkel
  • Faultless Brands
  • Beaumont Products
  • Voluspa
  • Seda France’s
  • NEST
  • The Estée Lauder Companies
  • Bougie et Senteur
  • Circle E Candles
  • Esteban
  • Broken Top Brands
  • Bridgewater Candle Company
  • The Copenhagen Company
  • Pure Source India
  • Asian Aura
  • Odonil
  • ScentAir
  • P.F. Candle Company


1. How big is the home fragrance market?
2. What is the growth rate of the global home fragrance market?
3. Which region dominates the global home fragrance market share?
4. What are the significant trends in the home fragrance industry?
5. Who are the key players in the global home fragrance market?

Table of Contents

1 Research Methodology

2 Research Objectives

3 Research Process

4 Scope & Coverage
4.1 Market Definition
4.1.1 Inclusions
4.1.2 Exclusions
4.1.3 Market Estimation Caveats
4.2 Base Year
4.3 Scope of the Study
4.4 Market Segmentation
4.4.1 Market Segmentation by Product
4.4.2 Market Segmentation by Form
4.4.3 Market Segmentation by Distribution Channel
4.4.4 Market Segmentation by Geography

5 Report Assumptions & Caveats
5.1 Key Caveats
5.2 Currency Conversion
5.3 Market Derivation

6 Premium Insights
6.1 Market Overview
6.1.1 Market Trends
6.1.2 Market Opportunities
6.1.3 Market Enablers
6.1.4 Market Challenges
6.2 Segment Overview
6.3 Competitive Landscape

7 Market at a Glance

8 Introduction
8.1 Overview
8.1.1 Fragrances
8.2 Value Chain Analysis
8.2.1 Fragrance Industry
8.2.2 Candle Industry
8.2.3 Raw Material Suppliers
8.2.4 Manufacturers
8.2.5 Distributors
8.2.6 End-Users

9 Market Opportunities & Trends
9.1 Preference for Personalized Scented Candles
9.2 Focus on Sustainable Packaging
9.3 Advent of Aromatherapy

10 Market Growth Enablers
10.1 Penetration of E-Commerce Channels
10.2 Popularity Among Gen Z & Millennial Populations
10.3 Rapid Urbanization
10.4 Increased Mental Health Problems

11 Market Restraints
11.1 Highly Competitive & Fragmented Market
11.2 Potential Health Risks

12 Market Landscape
12.1 Market Overview
12.2 Market Size & Forecast
12.3 Five Forces Analysis
12.3.1 Threat of New Entrants
12.3.2 Bargaining Power of Suppliers
12.3.3 Bargaining Power of Buyers
12.3.4 Threat of Substitutes
12.3.5 Competitive Rivalry

13 Product
13.1 Market Snapshot & Growth Engine
13.2 Market Overview
13.3 Candles
13.3.1 Market Overview
13.3.2 Market Size & Forecast
13.3.3 Market by Geography
13.4 Room Sprays
13.4.1 Market Overview
13.4.2 Market Size & Forecast
13.4.3 Market by Geography
13.5 Reed Diffusers
13.5.1 Market Overview
13.5.2 Market Size & Forecast
13.5.3 Market by Geography
13.6 Essential Oils & Wax Melts
13.6.1 Market Overview
13.6.2 Market Size & Forecast
13.6.3 Market by Geography
13.7 Incense Sticks & Cones
13.7.1 Market Overview
13.7.2 Market Size & Forecast
13.7.3 Market by Geography
13.8 Others
13.8.1 Market Overview
13.8.2 Market Size & Forecast
13.8.3 Market by Geography

14 Form
14.1 Market Snapshot & Growth Engine
14.2 Market Overview
14.3 Liquid
14.3.1 Market Overview
14.3.2 Market Size & Forecast
14.3.3 Market by Geography
14.4 Semi-Solid
14.4.1 Market Overview
14.4.2 Market Size & Forecast
14.4.3 Market by Geography
14.5 Solid
14.5.1 Market Overview
14.5.2 Market Size & Forecast
14.5.3 Market by Geography

15 Distribution Channel
15.1 Market Snapshot & Growth Engine
15.2 Market Overview
15.3 Supermarkets & Hypermarkets
15.3.1 Market Overview
15.3.2 Market Size & Forecast
15.3.3 Market by Geography
15.4 Convenience Stores
15.4.1 Market Overview
15.4.2 Market Size & Forecast
15.4.3 Market by Geography
15.5 Online
15.5.1 Market Overview
15.5.2 Market Size & Forecast
15.5.3 Market by Geography
15.6 Others
15.6.1 Market Overview
15.6.2 Market Size & Forecast
15.6.3 Market by Geography

16 Geography
16.1 Market Snapshot & Growth Engine
16.2 Geographic Overview

17 North America
17.1 Market Overview
17.2 Market Size & Forecast
17.3 Market Segmentation
17.4 Product
17.4.1 Market Size & Forecast
17.5 Form
17.5.1 Market Size & Forecast
17.6 Distribution Channel
17.6.1 Market Size & Forecast
17.7 Key Countries
17.7.1 Us: Market Size & Forecast
17.7.2 Canada: Market Size & Forecast

18 Europe
18.1 Market Overview
18.2 Market Size & Forecast
18.3 Market Segmentation
18.4 Product
18.4.1 Market Size & Forecast
18.5 Form
18.5.1 Market Size & Forecast
18.6 Distribution Channel
18.6.1 Market Size & Forecast
18.7 Key Countries
18.7.1 Germany: Market Size & Forecast
18.7.2 Uk: Market Size & Forecast
18.7.3 France: Market Size & Forecast
18.7.4 Italy: Market Size & Forecast
18.7.5 Spain: Market Size & Forecast

19 Apac
19.1 Market Overview
19.2 Market Size & Forecast
19.3 Market Segmentation
19.4 Product
19.4.1 Market Size & Forecast
19.5 Form
19.5.1 Market Size & Forecast
19.6 Distribution Channel
19.6.1 Market Size & Forecast
19.7 Key Countries
19.7.1 China: Market Size & Forecast
19.7.2 India: Market Size & Forecast
19.7.3 Japan: Market Size & Forecast
19.7.4 Australia: Market Size & Forecast
19.7.5 South Korea: Market Size & Forecast

20 Latin America
20.1 Market Overview
20.2 Market Size & Forecast
20.3 Market Segmentation
20.4 Product
20.4.1 Market Size & Forecast
20.5 Form
20.5.1 Market Size & Forecast
20.6 Distribution Channel
20.6.1 Market Size & Forecast
20.7 Key Countries
20.7.1 Brazil: Market Size & Forecast
20.7.2 Mexico: Market Size & Forecast
20.7.3 Argentina: Market Size & Forecast

21 Middle East & Africa
21.1 Market Overview
21.2 Market Size & Forecast
21.3 Market Segmentation
21.4 Product
21.4.1 Market Size & Forecast
21.5 Form
21.5.1 Market Size & Forecast
21.6 Distribution Channel
21.6.1 Market Size & Forecast
21.7 Key Countries
21.7.1 Gcc: Market Size & Forecast
21.7.2 South Africa: Market Size & Forecast
22 Competitive Landscape
22.1 Competition Overview

23 Key Company Profiles
23.1 Procter & Gamble
23.1.1 Business Overview
23.1.2 Product Offerings
23.1.3 Key Strategies
23.1.4 Key Strengths
23.1.5 Key Opportunities
23.2 S.C. Johnson & Son
23.2.1 Business Overview
23.2.2 Product Offerings
23.2.3 Key Strategies
23.2.4 Key Strengths
23.2.5 Key Opportunities
23.3 Godrej Consumer Products
23.3.1 Business Overview
23.3.2 Product Offerings
23.3.3 Key Strategies
23.3.4 Key Strengths
23.3.5 Key Opportunities
23.4 Reckitt Benckiser Group
23.4.1 Business Overview
23.4.2 Product Offerings
23.4.3 Key Strategies
23.4.4 Key Strengths
23.4.5 Key Opportunities
23.5 Newell Brands
23.5.1 Business Overview
23.5.2 Product Offerings
23.5.3 Key Strategies
23.5.4 Key Strengths
23.5.5 Key Opportunities

24 Other Prominent Vendors
24.1 Henkel
24.1.1 Business Overview
24.1.2 Product Offerings
24.2 Faultless Brands
24.2.1 Business Overview
24.2.2 Product Offerings
24.3 Beaumont Products
24.3.1 Business Overview
24.3.2 Product Offerings
24.4 Illume (Regent Holding Company)
24.4.1 Business Overview
24.4.2 Product Offerings
24.5 Gala Group
24.5.1 Business Overview
24.5.2 Product Offerings
24.6 Voluspa
24.6.1 Business Overview
24.6.2 Product Offerings
24.7 Seda France's
24.7.1 Business Overview
24.7.2 Product Offerings
24.8 Nest
24.8.1 Business Overview
24.8.2 Product Offerings
24.9 the Estée Lauder Companies
24.9.1 Business Overview
24.9.2 Product Offerings
24.10 Bougie Et Senteur
24.10.1 Business Overview
24.10.2 Product Offerings
24.11 Circle E Candles
24.11.1 Business Overview
24.11.2 Product Offerings
24.12 Esteban
24.12.1 Business Overview
24.12.2 Product Offerings
24.13 Broken Top Brands
24.13.1 Business Overview
24.13.2 Product Offerings
24.14 Bridgewater Candle Company
24.14.1 Business Overview
24.14.2 Product Offerings
24.15 the Copenhagen Company
24.15.1 Business Overview
24.15.2 Product Offerings
24.16 Pure Source India
24.16.1 Business Overview
24.16.2 Product Offerings
24.17 Asian Aura
24.17.1 Business Overview
24.17.2 Product Offerings
24.18 Odonil (Dabur)
24.18.1 Business Overview
24.18.2 Product Offerings
24.19 Scentair
24.19.1 Business Overview
24.19.2 Product Offerings
24.2 P.F. Candle Company
24.20.1 Business Overview
24.20.2 Product Offerings

25 Report Summary
25.1 Key Takeaways
25.2 Strategic Recommendations

26 Quantitative Summary
26.1 Market by Product
26.2 Market by Form
26.3 Market by Distribution Channel
26.4 Market by Geography
26.5 North America
26.5.1 Product
26.5.2 Form
26.5.3 Distribution Channel
26.6 Europe
26.6.1 Product
26.6.2 Form
26.6.3 Distribution Channel
26.7 Apac
26.7.1 Product
26.7.2 Form
26.7.3 Distribution Channel
26.8 Latin America
26.8.1 Product
26.8.2 Form
26.8.3 Distribution Channel
26.9 Middle East & Africa
26.9.1 Product
26.9.2 Form
26.9.3 Distribution Channel

27 Appendix
27.1 Abbreviations

Companies Mentioned

  • Procter & Gamble
  • S.C. Johnson & Son
  • Godrej Consumer Products
  • Reckitt Benckiser Group
  • Newell Brands
  • Henkel
  • Faultless Brands
  • Beaumont Products
  • Voluspa
  • Seda France’s
  • NEST
  • The Estée Lauder Companies
  • Bougie et Senteur
  • Circle E Candles
  • Esteban
  • Broken Top Brands
  • Bridgewater Candle Company
  • The Copenhagen Company
  • Pure Source India
  • Asian Aura
  • Odonil
  • ScentAir
  • P.F. Candle Company


Our research comprises a mix of primary and secondary research. The secondary research sources that are typically referred to include, but are not limited to, company websites, annual reports, financial reports, company pipeline charts, broker reports, investor presentations and SEC filings, journals and conferences, internal proprietary databases, news articles, press releases, and webcasts specific to the companies operating in any given market.

Primary research involves email interactions with the industry participants across major geographies. The participants who typically take part in such a process include, but are not limited to, CEOs, VPs, business development managers, market intelligence managers, and national sales managers. We primarily rely on internal research work and internal databases that we have populated over the years. We cross-verify our secondary research findings with the primary respondents participating in the study.



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