candles and beyond - Nature's · PDF filecandles and beyond 2010 Home Fragrance Overview. air...
Transcript of candles and beyond - Nature's · PDF filecandles and beyond 2010 Home Fragrance Overview. air...
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candles and beyond2010 Home Fragrance Overview
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air care industry review
Air fresheners* sales
increased 15% from 2004-
2007 but declined -8%
from 2007-09 as
consumers cut spending
Candles sales decreased -
12% from 2004-09.
*sprays, plug-ins, deodorizers
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Air care forecast
Air fresheners sales will
increase 10% during 2009-14
Candle sales are projected to
grow 16% from 2009-14.
Air Fresheners 2009 sales*=
$983 million
Candles 2009 sales**= $2.0
billion
* FDMx Mintel International Group ** National Candle Association
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Air care Opportunities
Potpourri sales more than doubled
from 2004-09 as consumers
demand for natural products
increased.
Air care sales are expected to
increase again as discretionary
spending recovers toward 2014.
Candles peaked by 2005; sales will
increase with the housing market
recovery and opportunities to
market candles in air care and
decor categories.
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Air apparent
“Which of the following air
fresheners, if any, do you use?”
Type %
Spray 64
Candle 48
Plug-in 40
Auto Freshener 30
Incense 16
Potpourri 17
Solid 16
Plug-in-Fan 14
Battery-Op Fan 7
Other 5
Do not use 6
base: Mintel Consumer Survey 2009
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shop talk-Air Care
Consumers purchase air
fresheners (sprays, solids,
deodorizers) primarily
through food, drug & mass.
48% of respondents made
their purchases at Wal
Mart.*
Brand % Use
Febreze 51
Glade 45
Air Wick 26
Renuzit 16
Lysol Neutra
Air14
2009 Mintel Air Freshener survey
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shop talk-candles
80% of candle sales come from non-FDMx*
channels (stores, catalog, internet, direct-
sellers).
Yankee Candle Company is the largest
retailer/manufacturer producing $401
million in 2009 with 498 US stores,
wholesale customers of 19,200 and
international distribution of 3,600 stores and
distributors in 43 countries.
White Barn Candle, a division within Bath
and Body Works, is estimated to produce $5-
10 million annually.*food, drug, mass stores, excluding Wal Mart
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Home Fragrance ~The players~
Wal Mart Target
Pier 1
Pottery Barn
Cost Plus
World Market
Bath &
Body Works
Yankee
Candle
Independent
Gift Stores
All FDMx
Gold
CanyonPartyLite
+PPT
-$$
-PPT
-$
+PPT
+$$$
-PPT
+$$$
Kohl’s
Bed Bath
& Beyond
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Comparative Assortment
Pillars Jars Plug Ins Diffusers Sprays Fillers
Yankee
Bath & BodyWorks
Pier 1
Pottery Barn
Bed Bath & Beyond
Kohl’s
Gift
Direct
FDM
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Florientals
Ambery notes, powdery notes, and
modern florals
Citrus notes emphasizing energy and
bursting combinations
Classic florals- Muguet, Honeysuckle,
Hyacinth....
Natural greens continue
Solar musks for warmth
New clean notes
Marine scents
Fragrance trends
Report 2010-The Fragrance Foundation
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Cardamom
Sweet Potato
Hibiscus
Cupuaçu
Rosewater
Latin Spices
Fragrance & Flavor trends 2010+
2010 US Flavor & Fragrance Trends-US (Mintel)_
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MUSKS AND MUSK BLENDS
auratouch
auranone
muscenone 98219
FLORAL CHEMICALS
magnolian
jacinthaflor
NEW AMBERS
ysamber K
cetalox 9222510
Fragrance & Flavor trends 2010+
2010 US Flavor & Fragrance Trends-US (Mintel)
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Think outside the box
Momentum continues toward sustainability/eco/green
Simple
Technology inspired
Collectible/luxury inspired
High quality packaging that says “I have to have it”
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Food & Drink Trends 2010Exotic Chocolate
Ethnic Foods, more Mexican
and African
“Time for Tea” Culture
Leatherhead Food Research 2010
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Location. Location. Location
Eco-friendly product groups
Candles emphasized for air
fresheners v. décor-only
High end value price point
product offers
Candles as emotional appeal
for family gatherings (even
simple dinners) during these
difficult economic times
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Color forecast2011
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Color Direction 2011
Pantone Colour View 2011
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Color Direction 2011
Pantone Colour View 2011
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Color Direction 2011
Pantone Colour View 2011
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Color Direction 2011
Pantone Colour View 2011
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Color Direction 2011
Pantone Colour View 2011
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Color Direction 2011
Pantone Colour View 2011
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Color Direction 2011
Pantone Colour View 2011
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New PRODUCTS2011
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: NewPronunciation: \ˈnü1 : having recently come into existence : recent, modern
Bath and Body Works
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: NewPronunciation: \ˈnü1 : having recently come into existence : recent, modern
Pottery Barn
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: NewPronunciation: \ˈnü1 : having recently come into existence : recent, modern
Estéban
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: NewPronunciation: \ˈnü1 : having recently come into existence : recent, modern
L’Artisan Parfumeur
Chez Moi Perfume Diffuser System