Scented candles are in line with consumer trends and have large market development potential

Scented candles refer to candles that add aromatic essential oils during production and emit fragrance when burned. Aromatherapy candles maximize the volatilization of the aromatic essential oils they contain through burning, and have many functions such as beauty and health care, soothing nerves, purifying the air, and eliminating odors.

The upstream of the aromatherapy candle industry chain is mainly the supply layer of raw materials such as wax, cotton thread, and essential oils. Wax is the most important raw material for making scented candles. It can be divided into natural wax and artificial wax according to the source. Natural waxes include soy wax, beeswax, coconut wax, ice flower wax, etc. Artificial wax is made from paraffin, minerals and polymers extracted from petroleum. Midstream scented candle manufacturers produce diversified scented candle products by using different types of essential oils and wax materials. Through various sales channels such as online e-commerce platforms and offline aromatherapy stores downstream of the industry chain, aromatherapy candles have entered the market for consumers to choose from. With the popularity of live streaming, some scented candle companies have also opened up live streaming sales channels. According to Douyin’s official data, the sales of scented candle products during Douyin’s Chinese Valentine’s Day consumption season in 2023 increased by 149% year-on-year.

According to the “China Scented Candle Industry Market In-depth Research and Development Prospects Forecast Report 2023-2028 released by the Industrial Research Center, with With the development of the times and the improvement of residents’ consumption level, “pleasing oneself” has gradually become the mainstream consumption concept in the market. Scented candles have elegant aromas and a high-end feel. They also have the effects of soothing emotions, calming the nerves and promoting sleep. They conform to the trend of “please yourself” and are welcomed by consumers. Generation Z women are the main audience for scented candle products. At the same time, due to the impact of the epidemic, residents’ time spent at home has increased significantly. The characteristics of scented candles that can easily change the home atmosphere have been discovered, driving further growth in market demand.

The development of the aromatherapy candle industry has been supervised and guided by national policies. In April 2023, the State Administration for Market Regulation issued two recommended national standards, “Candle Terminology” and “Candle Fire Safety Specifications”, which are intended to standardize the production and sales process of candles and related industries and ensure the healthy and prosperous development of the candle industry. At the same time, the country vigorously promotes the green and safe development of the daily chemical industry and introduces a number of policies to promote the development of the daily chemical industry in a green and intelligent direction. In this context, the scented candle industry should consciously standardize production operations, improve production technology and product quality, innovate production equipment, strive to reduce production energy consumption, and follow policy guidelines to develop high-quality in the direction of green and intelligent.

There are many scented candle companies in our country, but product homogeneity is serious and market competition is fierce. At present, well-known brands in the industry include The Beast, Zhuan, Jo Malone, L’Occitane, etc. Many of them are cross-border layouts of well-known cosmetics and affordable luxury brands. They have a natural reputation advantage and are more favored by consumers. It is expected that as market competition intensifies, small and medium-sized enterprises that lack brand advantages and product features will be forced to withdraw from the scented candle market

Industry analysts said that the scented candle industry has followed the trend of the times and is in a period of rapid development with broad market prospects. Our country’s aromatherapy candle companies should increase product research and development, enrich product categories according to market demand, develop independent specialty products as soon as possible, create differentiated brands around specialty products, and strengthen brand building. At the same time, we will seize the online consumption boom and sell and promote scented candle products through e-commerce platforms, social media and other channels to increase brand awareness and strive for more market share.