Most Popular Places for Candles
The living room is the leading place in the home where candles are burned most frequently. In 2005, approximately 43% of candle users burned them most frequently in the living room. This percentage is expected to remain the same through 2010. Candles make the living room feel more comfortable and are often the focal point for home décor. The outdoor part of the home, a place where candles were infrequently used, is now a popular place to burn candles. Approximately 21% of candle users burn them most frequently outside. As mentioned above, the trend of “outdoor rooms” is growing at a significant pace. In 2010, 23% of consumers are expected to burn candles most frequently in the outdoor part of their home. The kitchen and bedroom are also popular places to burn candles. In 2005, about 17% of consumers burned candles most frequently in the kitchen, with approximately 15% burning the most in the bedroom.
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Showing posts with label Sundale report. Show all posts
Showing posts with label Sundale report. Show all posts
Friday, April 6, 2007
Wednesday, March 28, 2007
Sundale Research Report #2
Sales by Channel
Mass merchandisers, such as Wal-Mart and Target, account for the largest share of retail candle sales. In 2005, mass merchandisers represented 30% of sales, up considerably from just ten years ago. This channel will continue to dominate sales over the next few years. In 2010, mass merchandisers are expected to account for 33% of total retail sales of candles. Specialty retailers, like gift shops and card stores, accounted for 22% of retail candle sales in 2005. This channel is slowly losing market share and should represent 20% of sales in 2010, still making it the second leading source for candle sales. Department stores, which include home décor stores, accounted for a respectable 20% of retail candle sales in 2005. This channel is expected to represent 19% of sales in 2010. Grocery stores are the only other channel to account for more than 10% of retail candle sales, representing 12% of the total in 2005. Grocery stores’ share of sales is expected to fall slightly to 11% in 2010. Drug stores and mail order/catalog, which accounted for 7% and 3% of retail candle sales in 2005, respectively, should both retain their share of sales through 2010. On the other hand, the Internet, which accounted for 4% of retail candle sales in 2005, is expected to represent 5% of sales in 2010.
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Mass merchandisers, such as Wal-Mart and Target, account for the largest share of retail candle sales. In 2005, mass merchandisers represented 30% of sales, up considerably from just ten years ago. This channel will continue to dominate sales over the next few years. In 2010, mass merchandisers are expected to account for 33% of total retail sales of candles. Specialty retailers, like gift shops and card stores, accounted for 22% of retail candle sales in 2005. This channel is slowly losing market share and should represent 20% of sales in 2010, still making it the second leading source for candle sales. Department stores, which include home décor stores, accounted for a respectable 20% of retail candle sales in 2005. This channel is expected to represent 19% of sales in 2010. Grocery stores are the only other channel to account for more than 10% of retail candle sales, representing 12% of the total in 2005. Grocery stores’ share of sales is expected to fall slightly to 11% in 2010. Drug stores and mail order/catalog, which accounted for 7% and 3% of retail candle sales in 2005, respectively, should both retain their share of sales through 2010. On the other hand, the Internet, which accounted for 4% of retail candle sales in 2005, is expected to represent 5% of sales in 2010.
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Wednesday, March 21, 2007
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.
www.sundaleresearch.com
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.
www.sundaleresearch.com
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