The market for candles and home fragrances reached $8.4 billion in 2004, on growth of 14.1 percent over previous year. Driven by consumers' desire for their homes to smell good, some 80 percent of all adult Americans bought some kind of home fragrance product in the past year, including candles and candle accessories, sprays, plugs-ins, room fresheners, potpourris, air fresheners, air purifiers and more. As consumer demand for fragrance for their home grows, more marketers are exploring the bright opportunities in home fragrancing alternatives. While candles remain consumers top pick for home fragrance, the market for other home fragrance products is growing faster than that for candles. Delivering home fragrances has been a source of new product innovation, with the Fabreeze ScentStories discs that play rotating fragrance 'stories' being on the leading edge of innovation. People are burning candles in new places, like the garden where ordinary candles get lost; selecting new fuels, such as soy and oils; and shopping for candles and lighting accessories in new places, like the local Wal-Mart or grocery store where whole aisles are devoted to the category. Marketers and retailers need to address these and other trends in the changing ways consumers are using and shopping for candles, home fragrances, lighting accessories and air filtration products. Marketing success will come to companies that identify the shifts and turns in the consumer market before everybody else. And that is what this research study is all about. It will giving companies that need to know the future of the candle, home fragrances and lighting accessories market a view 'over the horizon.' Unity brings a new approach to consumer insight research that will make you the smartest competitor 'on the block.' Research that will tell you not just what has happened and where the market has been, but where it is going and how it is changing and shifting and transforming. The result: Your company will be ready and prepared when the future arrives. Consumer Insights on Candles, Home Fragrances, Lighting Accessories and Air Filtration Unity Marketing has conducted a major new research study to give future vision to marketers and retailers of candles, home fragrances, candle and lighting accessories and air filtration products. With the focus on the consumer, their needs, desires and preferences, Unity Marketing's new home fragrance and candle study will focuses on buying behavior and consumer motivation for purchases of candles, home fragrances, candle and lighting accessories and air filtration products.
Topics investigated in the new study include: • Why do consumers buy candles, home fragrances, candle and lighting accessories and air filtration products? What kinds do they buy? Where do they shop for these goods? How much do they spend and how often do they shop? • Why they buy these goods? What motivates and excites them in these purchases? • What criteria do they use when selecting these products? What criterion drives them in choosing a store to shop for these goods? • What brands are important in this market and how much do they spend when they shop? • What home fragrances do consumers prefer when they shop? • How important is price, style, material, brand and store in the buying equation? • What drives the shopper into the store to shop for these goods? • What new opportunities are on the horizon for candles, home fragrances, candle and lighting accessories and air filtration goods marketers and retailers? • How can marketers and retailers take advantage of consumers' passion for these goods? What is next on the horizon in the home fragrance arena? • How do men and women differ in their buying patterns, as well as the different motivations that drive consumers in their quest for these goods. What are the generational aspects of this market? What are the differences between younger and older consumers in their product preferences and buying and shopping behavior for candles and home fragrance products? Special Feature: Psychographic Segmentation Provides Insights into Purchase Motivation In addition to purchase behavior, attitudes and motivations in home fragrances and candle purchases are also explored, including a psychographic analysis of the different types of personalities that participate in the market and why they buy. This new research study is an investment in the future of candle and home fragrance marketers' and retailers' businesses so that they can stay out in front of their rapidly changing customers. | 
