Imagine fresh-baked cookies, just-cut flowers, a cool breeze after a rainstorm…scents have the power to change your mood. Some home fragrances evoke a feeling of calm, warmth or connection, but they’re not just scents you necessarily recognize or can place.

Subtle notes from various essences can tap into our subconscious, evoking subtle mood shifts that can change our emotions. Home fragrance products such as candles, reed diffusers, room mists and essential oil diffusers can scent a space to evoke a feeling of calm or rejuvenation.

According to Anna Teal, CEO of Aromatherapy Associates, London, the biggest impact in home fragrance during the past year was, no surprise: consumers spending more time at home!

“The home has been an office, sanctuary, space for learning and now socializing again,” she told Happi. “Therefore, home fragrance has a new role to play to support people’s wellbeing and create different environments and not just to make a home smell nice.” 

Total retail sales of home fragrance rose 6% to $9.3 billion for the year, found Kline & Company in its recently published Home Fragrance 2020 report.

The report noted that the home fragrance market recorded “unprecedented growth” in 2020, as creating a sanctuary through scent and elevated candle vessels played a major role in the self-care movement during the COVID-19 pandemic. Consumer demand for products, particularly in larger sizes, quickly skyrocketed during lockdowns, as longer burn time was a must for consumers spending the majority of their time at home.

Many of the driving market trends seen in previous years were amplified, including sustainability, wellness and the rise of indie players, as an increasing number of marketers attempted to reach out to Millennial and Generation Z consumers, according to Kline.

Most of the leading companies competed in the market with only one brand in their home fragrance portfolio, except for Newell Brands, the parent company of Yankee Candle, WoodWick and Chesapeake Bay Candle.
Premium brands benefited from consumers becoming less price-conscious and trading up to larger sizes in 2020, and growth in the luxury segment driven by newcomers as well as legacy players, like Nest, according to Kline.

Overall home fragrance sales increased this year, according to data from Information Resources Inc. (IRI) for total US multi-outlet (supermarkets, drugstores, mass market retailers, military commissaries and select club and dollar retail chains) for the 52 weeks ended July 11, 2021. Air fresheners were on the rise while candles were in high demand (see chart).

Hold A Candle To This
Candles, the frontrunner in the home fragrance market, was the brightest spot in 2020 and the category consumers leaned into most, according to Kline. Most of the dynamic market trends and developments centered around candles and diffusers, as marketing and innovation, especially through technology in the active diffusers segment, drove sales growth for these categories.

Within candles, there was more notable launch activity in lifestyle and premium offerings while marketers bridged the gap between beauty, wellness and home scent. In fact, candles have enjoyed a surge in sales during the past year because of their ability to offer comfort, calm and relieve stress. 

National Candle Association (NCA) spokesperson Kathy LaVanier, CEO of Renegade Candle Company, said overall US candle sales increased 30% since 2020. According to LaVanier, soy candles are rising in popularity for their simple ingredients and “smooth and visually-appealing burn.”

Also of note, food scented candles are a trend from 2020 expected to continue this year.

“Keep a sweet peach-scented or comforting sugar cookie candle burning to create a comforting atmosphere,” said LaVanier.

Marketers are stepping up with new candle offerings. For example, Yankee Candle rolled out its Signature Collection earlier in the season with completely redesigned modern vessels and 10 new, collection-exclusive fragrances, alongside more than 30 tried-and-true favorites.

The Signature Collection has premium soy-wax blends and double cotton wicks, creating a cleaner burn and strong, long-lasting scent.

Yankee Candle reports success with its third annual Scent of the Year—Discovery, which brings together a combination of fragrances from around the globe such as red ginger, starfruit, vanilla spice and mango.

New York native and designer Jagger Walk is set to release his Before Noon candle as part of the seasonal capsule collection for his fashion and lifestyle brand Runaway New York.  The Before Noon candles are hand-poured in the US and are made of 100% soy wax that lasts for 200 burning hours. An opulent scent is said to set the tone for any occasion with smells of jasmine and black currant, transitioning to sandalwood, amber, vanilla and balsam as the candle burns.

As a brand that made its mark with hoodies, sweatpants, T-shirts and hats, this will be the first product from the New York-based clothing label that is tapping into the lifestyle aspect of the brand. When asked about the launch of lifestyle products for his brand, Walk said, “The release of the Before Noon candle is the beginning of Runaway New York objects and oddities.”

At indie brand Essence One, its Morning Calm candle was a big hit during the past year with the self-care craving consumer, according to its owner.

“Morning Calm is the perfect balance of patchouli and mint,” Essence One Founder Lauren VanScoy, Minneapolis, MN, told Happi. “It’s a blend that makes you feel happy and calm and ready to take on life.  One male customer told us Morning Calm gets him smiling and feeling great in the morning, especially when he gets out of the shower and it feels like life is there to punch him in the gut!”

VanScoy researched natural alternatives to create a balance and help restore her mental health when she was diagnosed with major depression after the birth of her second child. She knew there were helpful options to compliment the medication route. The entrepreneur started using essential oils and even became a certified aromatherapist at Aromahead Institute. From there she started Essence One, which is known for its all-natural aromatherapy products like essential oils, room sprays, shower steamers and more. Essence One products are sold online and stocked at national retailers like Room and Board, Paper Source and Sleep Number.

The Laundress’ new No. 723 Candle, in its most popular laundry fragrance (Damask rose), launched last month. The No. 723 Candle is a soy wax blend, hand poured candle with 60 hours of burn time. Damask rose is at the heart of No.723, surrounded by a chorus of geranium, jasmine and lily of the valley, deeply grounded with the velvety, spicy warmth of guaiacwood and amber, said the company.

And, for those who enjoy a nice cold one with their burger or hot dog, Homesick candles teamed up with Budweiser for the Backyard BBQ candle celebrating that perfect American pairing—food straight from the grill and an ice-cold Bud. The result, according to the brand, is a musky scent with notes of allspice, barley and smoke that immediately transports home owners to a time spent kicking back with friends, a plate loaded up with barbecue and a Budweiser straight from the cooler as afternoon turns to dusk.

Daring to Diffuse
The home fragrance market has been impacted by diffuser innovations such as steam tablets and room sprays. Scented oil warmers are an easy way to enrich homes with fragrances, but with people spending more time at home than ever, they want to reduce costs and energy consumption. That’s why Glade rolled out Glade PlugIns Scented Oil Plus, an energy-efficient warmer that offers long-lasting fragrance with minimum waste. The device is equipped with new smart-light technology to work more efficiently and includes a rest mode, automatic shut-off and a refill indicator light.

The collection includes a warmer and two starter kits—one with Hawaiian Breeze scented oil and the other with new Aqua Waves scent, described as a modern fragrance with notes of fresh sea salt water and island flowers. The warmer can be found online and in national retailers and is compatible with all Glade PlugIns scented oil refills.

Meanwhile, independent Saje Natural Wellness is collaborating with The Little Market, the non-profit fair-trade shop founded by celebrity Lauren Conrad and entrepreneur Hannah Skvarla. Saje is supporting its mission of promoting economic independence and self-sufficiency of women artisans around the globe through the creation of the limited-edition Aroma Mosaic Diffuser. It features an intricate etched hexagon-dash pattern inspired by The Little Market artisan community. It can be used with any of Saje’s 100% natural essential oil diffuser blends to refresh, humidify and infuse the air with the healing power of plants, and boasts over six hours of continuous cool mist, preserving the full integrity and properties of essential oil blends using a heat-free system.

Pura collaborated with hair care brand Dae to introduce two scents—Signature Citrus and Prickly Pear. Signature Citrus is a mix of warm blossoms and delicious fruits that come together with sandalwood and musk for a full fragrance that evokes sunshine and sweet bliss; prickly pear, watermelon, geranium and raspberry musk complement the desert cactus for a sweet and addictive blend of fruits and florals, said the company. It also teamed up with candle brand to offer two new fragrances, Let’s Toast and New Home.

Fellow indie home fragrance brand Life Elements added shower steamers to its portfolio this season. Each bar is hand-crafted and water-activated to release essential oils like eucalyptus to relieve sinuses and scent the shower space.

“We created our shower steamers for two reasons. One is that the majority of those steamers already on the market are too small, dissolve too quickly, or lack enough scent to have any beneficial effect, said Martha Van Inwegan, founder of Life Elements, Atascadero, CA. “Two, ingredients in other brands are littered with synthetic fragrance that is just plain disgusting. The Life Elements Shower Steamers are larger, last longer and contain higher levels of natural essential oils and menthol to provide real tangible efficacy.” 

The addition of a small dose of menthol is key as a property known for reducing respiratory ailments like asthma, allergies or sinus infections, she added.

Nest New York has been transforming spaces within homes through fragrance for more than a decade. For Fall 2021, Nest rolls out Wellness Misting Diffuser, an electronic device that uses ultrasonic technology to humidify and scent spaces with different aromas designed to enhance well-being.

According to the company, the device’s heat-free system preserves the full integrity of the scent as it disperses it throughout the room while adding moisture to the air. Its sleek ceramic design features a 3.3 fl. oz. water tank that diffuses approximately three continuous hours and five intermittent hours of scent with “whisper-quiet” operation. Alongside the diffuser, Nest New York offers a range of fragrance oil refills, each designed to promote a different aspect of well-being spanning from Wild Mint & Eucalyptus for clarity to Driftwood & Chamomile for sleep. Both launch in October.

Another home fragrance company that embraces the scents of life—Lifetherapy—is rolling out classic reed diffusers for Fall 2021. Designed to elevate one’s environment with five scent profiles to create mood shifts, the diffusers can be used to ignite creativity, inspire imagination, shift and uplift your mindset, and ground yourself and those around you with a deeper sense of self and purpose, said the company. 

“I think people are really looking to fragrance as a form of self-care. It’s not just pulling out a candle or diffuser when guests come over or right after you’ve cleaned the house. It’s leaning into how certain scents can shift the way you feel,” Lynette Lovelace, founder and CEO, Lifetherapy, Chicago IL, told Happi. “Fragrance is such a mood enhancer and I think people finally had a chance to really recognize that in the past year. As the world opens up, I think people will continue to savor the small at-home rituals, like lighting a candle or using a mist, they found during the past year to reconnect to that inner home-centered self.”


Get Misty

No time for a spa day? Turn your shower into a mini-spa! Manna Kadar’s Sea Minerals Serenity Lavender Rosemary Shower Mist is said to help clear sinus passages and improve airflow and oxygen. Manna Kadar Shower Mist is formulated with sea minerals that can help revitalize and refresh, leaving you ready to take on the day, said the company.

For Fall 2021 new room sprays from Venus ET Fleur include three scents designed to provide a luxurious floral sensorial experience. Like a bouquet in a bottle, these intricate fragrances feature sweet, fresh and earthy notes that are said to evoke characteristics of Venus—beauty, warmth, luxury and love. This multi-purpose eau de toilette can be spritzed in the air, on linens, towels, in the car—almost anywhere one spends time. Beautifully bottled and crowned with a shell reminiscent of The Birth of Venus, the room spray scents include Rose Blanche, Tuberose and Rose Oud.

Aura Cacia is branching out its essential oil creations with “Kids Mists” for back-to-school season. Available in Focus, Clearing, Bedtime and Uplifting, these mists create a space for happiness and positivity, said the company. Use them in the morning to start the day off with a positive note, mist a sports bag to promote positivity or mist on a stuffed animal before a doctor’s visit for a little extra courage. The pure essential oil blends are safely formulated for use with kids ages 4-11 and contain ingredients such as lavender, citrus, tea tree and vetiver, said the Norway, IA-based home fragrance company.


What’s Next?

The heightened demand for home fragrance products created by the pandemic will continue, according to Kline. Beyond 2021, consumers are anticipated to maintain their new habits to some extent despite returning to the workplace, travel and social activities.

Key market drivers and trends will include:

• Reinvention of mass brands with a focus on tech and user experience;
• Decrease in price-conscious consumers, leading to greater appeal for larger formats and premium-positioned brands;
• Greater focus on packaging and sustainable solutions;
• Resilience of candles, the leading category; and
• Crossover between home scent, beauty, and personal care categories.

Consumers seek new ways to use scent, wear scent and layer scent and this translates to the home, too. According to Teal of Aromatherapy Associates, they want to create different scent zones in the home to evoke different energies and mood, known as scent-scaping.

“Our latest innovation is our ceramic diffuser, the Atomiser, which is portable and diffuses straight from the bottle meaning you can easily switch between blends in your home,” she explained.

More consumers are considering their environmental footprint, too.

“They want products that use sustainable packaging and brands that are transparent about where their ingredients are sourced. Brands are already making big steps in the right direction and this isn’t necessarily a trend, but it’s something all brands will be talking about in 2021 and beyond,” Teal noted.

Lovelace of Lifetherapy told Happi, “Just as you consider what music to play when friends come over, I think fragrance will become a lot more thoughtful and curated in the years ahead. I think people are becoming much more sophisticated about scent and want to be very conscious of the scents they bring into their home.”

Lovelace added that reed diffusers will have a “big moment” in 2022.

“It’s a way to really have that ‘signature scent’ in your home in a way that’s understated but present,” she said. “Scent really does lift mood, solidify memories and enhance an experience. I think we’ll see a lot of people really tapping into that, especially now that people are being invited back into homes again.”  

Reckitt’s Air Wick Benefits WWF with Botanica Products Since 2009, the US has lost 33 million acres of grassland and wildflower habitats in the US Great Plains, which equates to half the size of Colorado. For more than seven years, grasslands in this region have been plowed under at an average rate of four football fields per minute, prioritizing row-crop agriculture over the preservation of wildlife and this important ecosystem. In turn, every year more acres of native habitats are lost, risking the demise of vital wildlife species and one of the world’s only remaining temperate grasslands. Air Wick Scented Oils and the World Wildlife Fund’s commitment will help to restore and protect one of the last remaining regions of its kind. Through a partnership with World Wildlife Fund (WWF), Air Wick Botanica Scented Oils will reseed one billion square feet of native wildflowers and grassland habitats in the Northern Great Plains during the next three years, the largest single corporate contribution for World Wildlife Fund’s Northern Great Plains program. This joint effort will raise awareness of the critical need for more wildflower habitats and encourage the public to take part in improving local and national biodiversity. According to the company, Air Wick is on a journey to become more sustainable and environmentally-conscious. The brand continues to put immense care into creating and releasing responsibly-sourced scents, including its new range of scented oils which are crafted with more natural ingredients and the Botanica by Air Wick Collection which sets a higher standard within the air care category with its responsibly-sourced ingredients, according to Reckitt. Botanica by Air Wick has five scent pairings: Fresh Pineapple and Tunisian Rosemary, Caribbean Sweetgrass and Sandalwood, Himalayan Magnolia and Vanilla, French Lavender and Honey Blossom and Island Rose and African Geranium—available in both room mists and scented oils that can be used with any Air Wick warmer. For more information on Air Wick Scented Oils and WWF’s reseeding initiative and to find which wildflowers are native to your community, visit www.airwick.us/mission.

Febreze Debuts Touch Technology in Spray This summer, Febreze redefined “continuous freshness” by offering consumers a burst of scent wherever they sit, on whatever they touch, whenever they want with the new Febreze Unstopables Touch Fabric Refresher. After years of research, scientists at Febreze unlocked a way to deliver long-lasting, touch-activated scent in a spray, said the company. Febreze Touch is the first of its kind, storing scent in fabrics and soft surfaces with its breakthrough touch-activated scent technology. Febreze Touch is available at national retailers such as Walmart and Target in the scents Paradise, Breeze and Fresh.

Save The Date: NCA Conference & Expo The National Candle Association’s 2021 Conference & Expo will be held at the Renaissance Birmingham Ross Bridge Golf Resort & Spa in Birmingham, AL, Oct. 5-7, 2021. This premier US candle industry event is packed with opportunities to enhance industry knowledge (when you’re not reading Happi, of course!) and make valuable connections. www.candles.org