Home Fragrance Market Report 2025

The home fragrance market size has grown strongly in recent years. It will grow from $8.37 billion in 2024 to $9.05 billion in 2025 at a compound annual growth rate (CAGR) of 8.1%. The growth in the historic period can be attributed to shift in consumer preferences, rise in disposable income, e-commerce and retail expansion, cultural and regional influences, gifting culture.

The home fragrance market size is expected to see strong growth in the next few years. It will grow to $12.96 billion in 2029 at a compound annual growth rate (CAGR) of 9.4%. The growth in the forecast period can be attributed to demand for natural and organic products, popularity of home entertaining, health and safety concerns, rapid urbanization, expansion into multi-sensory experiences. Major trends in the forecast period include seasonal and limited-edition offerings, customization and personalization of fragrances, innovative diffuser technologies, collaborations with lifestyle and interior brands, unique and exotic scents, eco-friendly packaging.

The forecast of 9.4% growth over the next five years reflects a modest reduction of 0.5% from the previous estimate for this market. This reduction is primarily due to the impact of tariffs between the US and other countries. Duties on imported essential oils, glass containers, and packaging materials from France and India are expected to raise production costs for domestic home fragrance brands. The effect will also be felt more widely due to reciprocal tariffs and the negative effect on the global economy and trade due to increased trade tensions and restrictions.

The increasing demand for natural essential oils in home fragrance products is driving the growth of the home fragrance market. Natural essential oils gain popularity as people focus more on health and well-being, including the positive effects of aromatherapy. The global essential oil production, covering approximately 600,000 hectares, accounts for 0.06% of all farms worldwide. Despite challenges posed by the global pandemic, the fragrance industry contributed $22.4 billion to the U.S. economy. Hence, the adoption of essential oils in fragrance products is a key factor propelling the home fragrance market's growth.

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.

Leading companies in the home fragrance market are introducing new products, such as Wasabi home scents, to meet evolving consumer preferences. Wasabi Home Scents refers to a distinctive product line or fragrance category that incorporates wasabi, a pungent and spicy ingredient often associated with Japanese cuisine, as a central scent. For example, in June 2024, LOEWE, a Spain-based fashion brand, launched a new fragrance called Wasabi as part of its Home Scents collection, inspired by this unique Japanese condiment. This innovative scent features spicy notes enriched with deeper layers of basmati rice and lemongrass, designed to invigorate any environment. The Wasabi fragrance is offered in three formats: scented candles, decorative wax candleholders, and a room spray, all showcasing LOEWE's dedication to blending culinary artistry with high-quality home fragrances for a distinctive sensory experience.

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 April 2022, Phoenix Flavors and Fragrances, a US-based developer of high-performance flavors and fragrances, acquired Innovative Fragrances Inc for an undisclosed amount, intending to enhance its reach in the southeast United States. This acquisition strengthens Phoenix Flavors and Fragrances in perfumery, regulatory, and technical solutions for its customers. Innovative Fragrances Inc is a US-based company that develops fragrance compounds for home fragrances, personal care products, candles, and air fresheners.

Major companies operating in the home fragrance market include Procter & Gamble, Minnesota Mining and Manufacturing Company, Henkel AG & Co. KGAA, Reckitt Benckiser Group PLC, The Estee Lauder Companies Inc., 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 CandleInc., Airwick Inc., Scentair Technologies Inc., Esteban Paris Parfums, NEST Fragrances LLC, Ripple Fragrances Pvt. Ltd, Bridgewater Candle Company, Flame & Wax Inc., Air Essentials Inc., 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 2024. 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, 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, Russia, South Korea, UK, USA, Canada, Italy, Spain.

Note that the outlook for this market is being affected by rapid changes in trade relations and tariffs globally. The report will be updated prior to delivery to reflect the latest status, including revised forecasts and quantified impact analysis. The report’s Recommendations and Conclusions sections will be updated to give strategies for entities dealing with the fast-moving international environment.

The sudden escalation of U.S. tariffs and the resulting trade tensions in spring 2025 are significantly affecting the recreation sector, especially in the supply of imported sports gear, outdoor equipment, and leisure products. Manufacturers and retailers are grappling with increased costs for goods like bicycles, camping supplies, fitness equipment, and gaming consoles - many of which rely heavily on international supply chains with few domestic alternatives. Small recreational retailers are particularly vulnerable, with some cutting back on stock or raising prices to manage shrinking profit margins. Event organizers and recreational venues are also experiencing rising costs for imported materials and equipment. In response, the industry is shifting toward suppliers in non-tariff regions, boosting local procurement efforts, and advocating for tariff exemptions on widely used recreational goods.

Home fragrance consists of organic compounds emitting characteristic aromas, now considered as important in home design as furniture or decor. These fragrances aim to scent the air or mask odors, contributing to a pleasant interior atmosphere, serving as an inexpensive and aromatic method to maintain air quality and eliminate unpleasant odors.

The main types of home fragrances are candles, room sprays, reed diffusers, essential oils, and incense sticks. The candle is a cylinder or block of wax or tallow with a central wick that is lit to produce light as it burns. The fragrances in home fragrances are lemon, lavender, jasmine, rose, sandalwood, vanilla, and other fragrances that are distributed over supermarkets and hypermarkets, online stores, convenience stores, and other distribution channels in liquid, dry, or solid forms used in-home care, healthcare, hospitality, museums, commercial, and other end-users.

The home fragrance market research report is one of a series of new reports that provides home fragrance market statistics, including home fragrance industry global market size, regional shares, competitors with a home fragrance market share, detailed home fragrance market segments, market trends and opportunities, and any further data you may need to thrive in the home fragrance industry. This home fragrance market research report delivers a complete perspective of everything you need, with an in-depth analysis of the current and future scenario of the industry.

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.

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