Industry Sources Say:
"NEXT boom in candles will be in "Natural Wax" Candles!"
The prime target
market for candles is youthful women with families.
"As one of life's little luxuries, candles are purchased at about the same rate
across all income levels, among all ethnicity, and at all educational levels."
But several key demographic factors distinguish the candle
buyers: young women, aged 44 years and under, that head families with children.
This finding represents the key for
candle marketers' future," Danziger
notes. "Between 2005 and 2010 consumer
marketers will begin to see new potential growth coming from the millennial
generation consumers, the babies of the 'baby boom' generation born from 1977
on. This year the leading edge of the millennial generation
turns 26, the age corresponding with first marriage. With marriage, these
consumers will begin a predictable pattern of home and family-directed spending.
These life stage changes can mean renewed growth in the candle market in the
"Today a new candle
company must offer a real point of difference, either a new type of candle or a
totally new marketing approach to find an opening in which to compete."
Product innovators will be rewarded
with growing sales and share of market. Besides new designs the
greatest innovation opportunity in the candle market today is to replace
petroleum-based paraffin with natural wax and oil-based candles.
"So much of consumer psychology in purchasing candles is about reducing stress
and creating a healthy, clean and nurturing home environment. In today's social
and political climate there is something fundamentally inconsistent in burning
candles made from imported petroleum-based paraffin. That's why candles
based upon soy bean oil and other natural ingredients are finding a growing
market for their products!