Trade talk

Top executives at leading home fragrance companies share their insights and outlooks for this ever-evolving category, from trading patterns and trends, to scent and product launches for the new season and beyond

Chris Adams

UK Sales Manager

Price’s Candles

Why should a gift retailer consider stocking home fragrance products?

The trend this year is affordable luxury. We definitely have products that fit the brief. Whether it’s a fragrance candle jar with over 30 of your favourite fragrances, or a beautifully crafted Sherwood dinner candle, we have it!

What support do you offer gift retailers in displaying and selling your products?

We still have our popular Welsh dressers that we can offer free on loan. We understand space is of a premium, so we have developed new FSDUs, which we launched at Spring Fair. These can be easily placed where space is an issue to gain extra sales opportunities.

The past year has seen a boom in demand for many home fragrance items. How has trading been for you?

2022 was a record year for us. It surpassed 2021, which was a record year but for different reasons. In 2020 and 2021 many people were at home during lockdown - so what better way to make yourself comfortable than with your favourite fragranced candles and diffuser? At least with our Summer Escape fragrance you can imagine you are on holiday!

Towards the end of 2022 there was the threat of power cuts due to the rising costs of energy prices. So our customers were stocking up on their favourite fragranced candles and leaving the lights off for longer.

What scents and product trends do you predict will be big news this year?

Candles and reed diffusers containing essential oils are becoming increasingly popular. We have lots of products in our range that contain essential oils and we’ve highlighted these in our catalogue for customers to choose from.

Another big trend will be ‘clean’ scents, meaning that fresh, airy fragrances will be in high demand. Our best-selling Open Window fragrance is the perfect clean and crisp fragrance, reminiscent of pure fresh air.

What does the future hold for this category?

The demand for stress-reducing, aromatherapy products is on the rise since the pandemic and will remain strong in the coming years. The process of lighting a candle is, in itself, a soothing and calming experience.

People are still enjoying more time at home than before and scented candles are viewed not only as home décor items but, depending on the fragrance, they can also act as a mood enhancer or a way to aid relaxation after a long busy day.

What is your personal alltime favourite scent?

Choosing just one fragrance is impossible as we have so many ‘greats’. I do conform to our popular fragrances like Spa Moments and Summer Escape during spring and summer and enjoy more seasonal fragrances through autumn and winter like Apple Spice and Warm Cashmere.

Jed Kenrick CEO

Ashleigh & Burwood

Why should a gift retailer consider stocking home fragrance products?

As a category, it’s clearly growing in terms of space given to it across a number of different channels. It’s interesting, engaging that consumers want and can engage with, and demonstrate our expertise in all areas of the sector, products and technology, so customers understand that we are the experts in the home scent market. and fast moving for consumers - and so delivers great add-on sales opportunities at attractive margins for retailers.

What scents and product trends do you predict will be big news this year?

What support do you offer gift retailers in displaying and selling your products?

We offer POS materials free of charge. Our sales agents and merchandising support help retailers understand what the best range to stock is and how best to display it. We have just run a promotion aimed at Mother’s Day in which we offered our customers support in the form of free product worth between 20% and 30% of retail value.

The past year has seen a boom in demand for many home fragrance items. How has trading been for you?

The first half of last year was strong, and continued that way for our own-label customers, delivering our best year ever - but our branded business flattened out in the second half. We still sold nearly threequarters of a million bottles of lamp fragrance and half a million diffusers though, so no complaints!

How will you continue to ensure demand for your products?

By ensuring we develop great brands and ranges, introduce products

Natural fragrances are clearly trending strongly and wax melts get more searches online than any other product category, so this looks like it will continue to steal share from a very crowded candle market. I think we will see wellbeing and aromatherapy become much more mainstream as the year goes on, and sustainable/natural brands and products will continue to do well. But in tough economic circumstances you tend to see everyday products at great prices do well compared with more fringe, pricey alternatives.

What does the future hold for this category?

Continued growth, product expansion, and the continued evolution and development of technology that makes delivering great scents at home as easy and controllable as your central heating. Also, more premium competition for the leading brands and more products aimed at a younger demographic. In terms of trade, loyalty and rewards to help strengthen the link between retailer and manufacturer will grow.

What is your personal all-time favourite scent?

Fresh lemons, oranges and limes. I love citrus smells: they are energising and optimistic. In terms of products, then obviously our own Moroccan Spice or Sea Breeze Lamp Fragrances! If I had to choose a personal scent product, then Lime, Basil & Mandarin from Jo Malone.