Facts & Figures
About Candles
U.S.
retail sales of candles are estimated at approximately $2 billion annually, excluding sales of candle accessories.
Candles are used in 7 out of 10 U.S. households.
Candles generally can be categorized into 11 basic types:
tapers, votives, pillars, container(or jar) candles, tealights, liturgical
candles, outdoor candles, floating candles, novelty candles, utility candles,
and birthday candles.
Manufacturer surveys show that more than 95% of all candles are
purchased by women.
Votives, container candles and pillars are currently the most
popular types of candles with American consumers.
Candle industry research indicates that the most important
factors affecting candle sales are scent, color, cost and shape.
The retail price of a candle generally ranges from
approximately 50¢ for a votive to $75 for a large pillar candle. Highly unusual
or embellished artisan candles can be $200 or more.
Two-thirds of candle purchasers say they use candles once a
week or more often.
Candle-User Preferences
Consumers are increasingly purchasing candles as a focal point
for their home décor, and for aromatherapy-like relaxation and stress
reduction.
Fragrance is by far the most important characteristic impacting
candle purchases today, with three-fourths of candle buyers saying it is
“extremely important" or "very important" in their selection of
a candle.
The majority of U.S.
consumers use their candles within a week of purchase.
Nine out of ten candle users say they use candles to make a
room feel comfortable or cozy.
Candle users say they most frequently burn candles in the
living room (42%), followed by the kitchen (18%) and the bedroom (13%).
Approximately one in five women say they use candles to
decorate the yard, patio or other exterior areas, as well as the interior of
their home.
Both men and women consider candles to be an always-acceptable
and highly appreciated gift for a wide variety of occasions.
Candle purchasers say they view candles as an appropriate gift
for the holidays (76%), as a house warming gift (74%), a hostess/dinner party
gift (66%), a thank you (61%) and as adult birthday gifts (58%).
