Home Fragrance Market Report 2026

The home fragrance market size has grown strongly in recent years. It will grow from $9.05 billion in 2025 to $9.93 billion in 2026 at a compound annual growth rate (CAGR) of 9.7%. The growth in the historic period can be attributed to growth in home decor spending, increasing consumer preference for pleasant indoor environments, rising awareness of air quality improvement, expansion of organized retail for lifestyle products, affordability of home fragrance products.

The home fragrance market size is expected to see strong growth in the next few years. It will grow to $14.05 billion in 2030 at a compound annual growth rate (CAGR) of 9.1%. The growth in the forecast period can be attributed to increasing demand for eco-friendly fragrance formulations, rising online sales of home fragrance products, growing influence of wellness and aromatherapy trends, expansion of premium home decor markets, increasing product innovation in scent delivery formats. Major trends in the forecast period include increasing demand for natural and organic fragrances, rising popularity of multi-sensory home experiences, growing customization of fragrance products, expansion of premium and artisanal home fragrances, enhanced focus on long-lasting scent formulations.

The growing expansion of the e-commerce industry is expected to drive the growth of the home fragrance market in the future. E-commerce, which stands for electronic commerce, involves the buying and selling of goods and services over the internet. This industry enhances the home fragrance market by providing consumers with convenient online access to a wide variety of products, allowing for exploration, comparison, and personalized selection of scents for their living spaces. For example, in December 2023, the U.S. Department of Transportation reported that in 2023, exports and imports accounted for 11.7 percent of the tonnage and 20.6 percent of the value of freight shipments. These figures are projected to increase, with international trade expected to represent 13.8 percent of the tonnage and 21.7 percent of the value of freight moving across the United States by 2050. Thus, the expansion of the e-commerce industry is significantly contributing to the growth of the home decor market, as more consumers turn to online platforms for a diverse array of home improvement and decor options.

Major companies are developing new products such as candle-infused seasonal fragrances to gain a competitive edge. Candle-infused fragrances involve incorporating scents into candles during manufacturing. For example, in November 2023, The Yankee Candle Company Inc., a US-based scented candles manufacturer, launched the Bright Lights Collection featuring five winter seasonal fragrances. These candles, with scents such as Holiday Cheer, Magical Bright Lights, Shimmering Christmas Tree, and Marshmallow Eggnog, aim to enhance the holiday atmosphere during gatherings, boasting festive labels, natural fiber wicks, and a premium soy-wax blend.

In September 2025, Givaudan SA, a Switzerland-based producer of fragrances and flavors, acquired a majority stake in Vollmens Fragrances Ltda for an undisclosed sum. With this acquisition, Givaudan aimed to reinforce its footprint in the Latin American fragrance sector, expand its customer reach in the region, and enhance its capacity to deliver fragrance solutions tailored to local preferences by blending global resources with regional creativity and expertise. Vollmens Fragrances Ltda is a Brazil-based fragrance company that focuses on developing and manufacturing fine fragrances for applications in personal care, home care, and other consumer product categories.

Major companies operating in the home fragrance market are Procter & Gamble, Minnesota Mining and Manufacturing Company, Henkel AG & Co. KGaA, Reckitt Benckiser Group PLC, S C Johnson & Son Inc, Newell Brands Inc, Bath & Body Works LLC, dōTERRA International LLC, MINISO Co Ltd, The Yankee Candle Company Inc, Now Health Group Inc, Godrej and Boyce Mfg. Co. Ltd, Village Candle Inc, Airwick Inc, Scentair Technologies Inc, Esteban Paris Parfums, NEST Fragrances LLC, Ripple Fragrances Pvt. Ltd, Bridgewater Candle Company, Illume Inc, Seda France Inc, Bougie et Senteur, Korona Candles S.A, Copenhagen Candle Company, Puzhen Life Co. Ltd.

Western Europe was the largest region in the home fragrance market in 2025. Asia-Pacific is expected to be the fastest-growing region in the forecast period. The regions covered in the home fragrance market report are Asia-Pacific, South East Asia, Western Europe, Eastern Europe, North America, South America, Middle East, Africa. The countries covered in the home fragrance market report are Australia, Brazil, China, France, Germany, India, Indonesia, Japan, Taiwan, Russia, South Korea, UK, USA, Canada, Italy, Spain.

The home fragrance market consists of sales of incense sticks, incense holders, scented oils, oil burners, fragrant room sprays, home fragrance lamps, reed diffusers, reed diffuser oils, reed diffuser sets, and potpourris. Values in this market are ‘factory gate’ values, that is the value of goods sold by the manufacturers or creators of the goods, whether to other entities (including downstream manufacturers, wholesalers, distributors and retailers) or directly to end customers. The value of goods in this market includes related services sold by the creators of the goods.

The market value is defined as the revenues that enterprises gain from the sale of goods and/or services within the specified market and geography through sales, grants, or donations in terms of the currency (in USD unless otherwise specified).

The revenues for a specified geography are consumption values that are revenues generated by organizations in the specified geography within the market, irrespective of where they are produced. It does not include revenues from resales along the supply chain, either further along the supply chain or as part of other products.

This product will be delivered within 1-3 business days.