According to Danziger’s research the youngest group of candle buyers are those under 25. The oldest group is 55 and older. Younger consumers are more likely than middle-aged people to buy candles. However, middle-aged people are more likely prefer other home-fragrating options. In addition to candles, middle-aged consumers also spend money on aromatherapy products, potpourri, and incense. Although there is not much difference between the ages, candle marketers need to appeal to a wide audience.
Millennials
Candles have changed over the years from simply a source of heat and light to a fashionable decorative object. They are available in a variety of shapes, scents, and materials, including soy and beeswax. Millennials are also more aware of their environmental impact than previous generations. The use of synthetic candles and fragrances with lead wicks contributes to indoor air pollution, which is unhealthy for our health. VOCs, a chemical compound found scented candles, can also cause skin irritation and nausea.
Candles are particularly popular with millennials, a trend reflected in the growth of the candle market. The candle market now accounts for 40% of Bath & Body Works total sales, a rise from 15% a decade ago. The industry’s growth is expected to slow down in the near future. Millennials’ growing spending power is one of the factors that is spurring the popularity of candles.
Online sales of candles have increased dramatically. Online sales have grown significantly over the past few years, and many small candle makers have turned to the internet to promote their products. Online stores make it much easier for consumers to buy candles without having to smell them first. Online stores allow small candle manufacturers to reach new markets that were not previously possible.
Older adults
Candles are most commonly purchased by men and women aged twenty-four and older. They are often purchased by men for romance and de-stressing. They also serve as a tool for wooing. Candles are not recommended for anyone younger than 24 years old. These older adults may buy them for other reasons.
The purchase of candles can also be affected by age and socioeconomic status. Middle-aged consumers tend to spend the least, while younger consumers tend to spend the most. While middle-aged consumers prefer to use scented sprays and diffusers, older people prefer to use potpourri and incense. Despite age and gender differences in candle buying habits, there is little difference in purchasing prices.
Besides age, price is an important factor in determining candle purchases. Younger adults are more likely than older adults to purchase candles online. However, older adults prefer to shop in stores. Understanding these differences can help you decide what distribution strategy will work best for your business. Prices for candles can vary from a few dollars up to hundreds.
Female millennials
According to the NCA, 95 percent of all candle purchasers are women. However, according to Danziger’s research, 75 percent of candle buyers are women. It’s wrong to assume that the candle market is exclusively female. Both sexes spend almost the same amount on candles.
Unscented and scented candles are the most popular. Unscented candles are more popular with women than scented candles. Candles aren’t just for aroma, they can also be used for other purposes. These include odor-eliminating candles, pet and cigarette odor maskers, insect repellents, and holistic, healing candles.
Although candle buying has always been a luxury category, there is now competition in the market, and fashion giants are jumping on the bandwagon. Louis Vuitton recently introduced ceramic candles featuring leather handles. The $185 price tag for each candle is significantly lower than the price of a new handbag.
Those in the $35,000-$49,999 income range
While candle purchases vary widely across all age groups, a few key demographic factors seem to be the most important to the industry. First, income level. A third of American households have an income of $35,000 to $49,000 and are the most likely to purchase candles. As household income increases, so does the number of candles bought. Candles are more common in households with children.
Age is the second factor. Candle sales were up 35 percent from 2002 to 2004, and while they have leveled off for some time, they are back on the rise. However, some retailers are capturing more sales than others. Department stores and mass merchants lost a combined six percent of their market share.
Price is also important. Inflation and other costs can lead to a steady rise in candle prices. You should update your pricing regularly to keep up with the market. Consider your target market and the appropriate prices for them. Then, look into the different marketing strategies available to sell candles.
I’m Amelia, and I love making candles. It all started when I was given a kit as a gift. I loved the process so much that I decided to make my own candles.
I soon realized that I had a real talent for it. Before long, my friends and family were asking me to make candles for them too. Word spread, and soon I was inundated with orders.
I love the creativity that goes into making each candle unique. And I love the satisfaction of knowing that people are using something I made with my own hands.
