TALKING HEADS

Wax melts are continuing to gain momentum as the home scenting product of choice for a growing sector of the market,” comments Ashleigh & Burwood’s ceo Jed Kenrick. “Two and a half times as many internet searches happen every month for melts vs scented candles or diffusers. This reflects the growing interest from consumers in this product category and, this season, we’ve launched colourful heart-shaped wax melts in our The Scented Home brand. Later this year, we’ll be adding wax melts to the range of products under the Ashleigh & Burwood brand, but in a different format.”

Jed adds that the wellbeing/aromatherapy sector of the market is also continuing to grow, with product ranges in more than just premium priced propositions. “Naturally-sourced scents are also growing strongly, with our Ashleigh & Burwood Naturals collection combining both of these trends. The focus is less about the scent itself and more about the emotions those scents help generate. In addition, with premium products across a range of categories selling well, we are planning on launching our new Ashleigh & Burwood range of diffusers and candles in the same black and gold livery as our fragrance lamps and lamp fragrances. Stronger, more complex scents will be based on our top ten lamp fragrances which will give consumers another couple of formats in stylish, premium vessels.”

On the subject of vessels, Jed says that chunkier shapes are becoming the norm in the premium sector. “A plethora of apothecary style bottles are moving into that section of the market in clear, frosted, brown, black and matt colours. Combined with understated packaging these are currently two strong trends. Lastly, as in many markets, ‘mini’ versions of bigger products are emerging onto the scene and gaining a real following. This is a strong trend, going with the grain of the circumstances we find ourselves in, and we’ll be hitting this sweet spot with our own The Scented Home Mini range later in the year, building on the existing range.”

At FYG, managing director Demi Pendakis comments: “The research we are doing as we develop new products for 2023 and beyond is showing that the key trend emerging is for bold scents. We saw this

Everyday Luxury

“We are finding a strong market in items deemed to be an everyday luxury,” confirms Sophie Aldred, customer care manager at Aromatize. “This is reflected in both fragrance selection and packaging. The consumer is keen to understand the fragrance notes of a more complex and layered scent. If someone is investing in a signature fragrance throughout their home they want depth and character, as well as a burst of freshness.

Responding to this demand, we have developed the Woodbridge Signature collection. The fragrances have a distinguishable base, heart and top notes, meaning that the scent will appeal differently to individuals. Plus, each scent has a signature colour to make for an impactful display.”

With regard to packaging, Sophie says that a signature colour or print is proving popular. “For the retailer, this means an eye-catching display, and for the consumer a style statement to enjoy in their home.” coming when we started to develop our Seasons range and worked towards accommodating the emerging trends of big florals, refreshing citrus notes and creamy vanilla textures. Our Spring/Summer Seasons candle has bold, citrus-infused essential oils that are in tune with this fragrance trend. Once lit, the candle slowly burns through the first fragrant layer to reveal a new seasonal blend below.”

Concurring with other suppliers, Demi adds that consumers are continuing to demand home fragrance products that are natural, eco-friendly and sustainable. “It’s at the heart of what we do at FYG, with the conscious consumer dictating growth over the next 12 months.”

Vanessa Curry, Best Kept Secrets’ managing director, says that after a very difficult couple of years, there are positive signs that the gift market is stabilising although still facing some challenges.

“Retailers and buyers are even more savvy and hardworking than usual, with the big push for Made In UK products this year that have sustainability at their heart.”

Continues Vanessa: “Made in the UK is a powerful branding message that we are frequently asked about by our customers. We find products made in Britain are better quality and therefore trustworthy and safe, which is exactly what consumers want when buying candles.”

She points out that consumers too, are becoming more conscientious about where their purchases are being manufactured and are increasingly more aware of their carbon footprint as well as wanting to support the British economy. “Our eco friendly range of coconut wax candles, Our Fragrant World, ticks all these boxes. They’re carefully thought out, handmade in Morpeth in Northumberland, using sustainably sourced ingredients, UK manufactured wax, fragrance and packaging.”

Daniel Pettitt, founder and managing director of Heaven Scent, states that incense has grown in popularity, particularly over the last few years. “Successive lockdowns and working from home have meant that people have looked to change the ambience or mood of a room simply and quickly by using incense. Our incense is made out of bamboo sticks and wooden material that are then handdipped in ethically sourced essential oils or high quality fragrance oils,” he explains.

Comments Potters Crouch’s David Brown: “The home fragrance sector has never really lost its lustre, and through covid, cost of living and contraction in the economy. the consumer continues to find a bit of comfort in a fragrant home environment.

“During lockdown, sales of home fragrance products soared as people spent more time at home and wanted the place to smell great. That focus on fragrance has slowed slightly but has not gone anywhere near back to pre-covid levels,” he points out. “That doesn’t mean that retailers and manufacturers have been able to sit back and reap the rewards of growing demand, but if they respond to the trends, there is business to be had.”

Adds David: “In their ‘behaviour tracker’, Capgemeni reported ‘The ethos and ethical standing of both the product and the company is extremely important to consumers who are no longer prepared to pay a premium for what they expect as standard.’ In response, Potters Crouch took the bold move in late 2022, to launch a premium range of high-end fragrances but in simpler more sustainable packaging. Our Wellness reed diffusers were simplified into a zero-waste

Fragrant Memories

“Research shows that fragrances can affect us positively through the memories they bring back, to include childhood, baking, holidays overseas and walking through fragrant gardens, all reminding us of an enjoyable experience,” states Lesser & Pavey’s managing director Julian Hunt, “affecting everything from feeling sleepy to romance. At Lesser & Pavey, we are seeing increasing demand for our Desire fragrance gifts with new additions to the Madelaine range for Spring 2023. Originally launched in 2022, inspired by Heart Designs, the initial four designs have grown into a ‘gift for her’ as well as a wedding gift range, with new additions featuring six new fragrances, candles and diffusers. We have also recently launched a range of floral diffusers,” adds Julian, “a range of floral displays combined with the fragrances of Hydrangea and Hyacinth; Lily and Black Orchid; Eucalyptus and Pomegranate; Poppy and Dark Amber; Daffodil and Jasmine, and Daffodils.” packaging solution and the retail price reduced to £15.99 as a result. Several stockists now report that this is their single biggest selling home fragrance item. There is no doubt that this trend will continue, and ethical sustainable products will remain sought after, but without a premium price tag they used to attract.”

Taking an overview of the home fragrancing sector in 2023/2024, Gert Schyberg, managing director of Sebnini, (which does white label work for major retailers in the UK, Europe and America), says that people are looking to move on. “We are developing product using different materials, finishes and style of packaging, with sustainability hugely important to us and to our fragrance partners. Plus, people want to feel the strength of the fragrance, so we are putting a lot of emphasis on fragrance development with our perfume houses.”

On the trend front, he says that gourmet fragrances are coming in from America, with fine fragrances continuing to grow in the UK, as well as in Europe and America. Adds Gert: “We are consistently pushing innovation, as well as boundaries, particularly in ceramics.”

For retailers, there’s clearly much to look forward in home fragrancing this year, with innovation leading the way as manufacturers and suppliers continue to up the ante.