Sundale Research Report #1

This is an excellent report. I will be posting it in sections. Great information!

State of the Industry:
Candles in the U.S.

Taken from the 2006 Sundale Research Report

Drivers of Industry Growth

Candle sales are growing at a steady pace, after a sluggish period in the early 2000s. Since 2003, the industry has been positively affected by a healthier economy, which has ultimately led to rising personal disposable incomes and record construction and housing activity. Although consumers have many reasons for buying candles, moving into a new house or redecorating the home often leads to a rise in candle sales. A rise in housing starts and home sales generally results in higher demand for home décor items and, more specifically, candles. A healthy economy also leads to higher consumer spending on home remodeling and new décor products. People are also spending more money on outdoor amenities because the backyard has become an important part of the home used for entertaining and relaxing. The trend toward “outdoor rooms” has also given the candle industry a boost. In general, consumers choose candles based on scent, color, cost, and shape. Currently, seven out of ten U.S. households use candles.

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