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Summary
The global candle market, valued at $6.8 billion in 2020 following a downturn due to the COVID-19 crisis, demonstrated resilience with a projected average annual growth rate of 5.26% from 2023 to 2028. In France, the market experienced a downturn in 2020 but showed signs of recovery.
The French market is characterized by a high concentration, with five companies accounting for 75% of national production. Major market players like Yankee Candle and The White Company demonstrate the market's dynamism, along with emerging small-scale local artisans thriving on social media promotion and craft fairs. Regulations in France are stringent, ensuring safety and quality in candle production, with mandatory labeling requirements under the CLP standard and compliance with REACH and IFRA standards.
Evolving trends and rising demand in the French Candle market
The French candle market has witnessed various trends and a fluctuating demand curve over the years, especially as consumer preferences shift towards decorative and olfactory purposes rather than mere illumination. With Europe leading the charge, the French candle market alone was estimated at over €130 million, demonstrating robust growth after overcoming the initial COVID-19 setback. Scented candles particularly have been driving the French market, accounting for a substantial portion of sales, especially within the high-end segment. Despite decreased sales in 2020, the market picked up with an increase in both imports and exports, and a decrease in the trade deficit.
The demand for candles can be segmented into birthday candles, gift candles, lighting candles, and deodorizing scented candles. Among these, tea lights and poured candles remain popular among consumers, with scent and price being the primary purchasing criteria. Interestingly, the demand seems to peak during the festive seasons, as indicated by internet search trends, particularly for scented candles. This seasonal peak in interest suggests an aesthetic and gifting dimension to candle purchases. Handmade, local, and natural candles have seen increased interest, riding the wave of a national movement towards local and artisanal products. These candles cater to a niche market that prefers eco-friendly and decoratively appealing options, leveraging platforms like social networking to enhance their market footprint. This rise in demand for artisanal candles corresponds with the growing interest in local goods, with approximately 95 percent of French citizens looking to consume more locally sourced items.
Furthermore, an unexpected surge in demand has been linked to the contextual issue of rising energy prices. As the country grappled with the prospect of energy shortages and potential power outages due to the conflict in Ukraine, consumers turned to candles as a practical solution, causing a significant spike in sales especially for traditional, unscented white candles. Overall, the French candle market is characterized by a rich variety of offerings tailored to diverse consumer needs, from ambiance enhancement and home fragrancing to energy crisis solutions. Despite occasional dips, the market has shown resilience and adaptability, with a projected continuation of growth in the coming years.
Pathfinders in the luminous world: Illuminating the Candle market's key players
As we explore the radiant enclave of the candle market, we encounter a coterie of players whose flame burns brightly in the industry. These companies not only light up spaces but also enkindle the senses, marking their territory through innovation, tradition, and a dedication to aesthetics and quality.
- Yankee Candle, a brand synonymous with fragrance and variety, has become an influential name in the pantheon of candle makers. With over 200 scents gracing their catalog of more than 500 candles, they cater to a vast expanse of olfactory preferences, setting the standard for scented candles that also serve as decorative mainstream.
- Party Lite, as another luminary in the field, has charmed its way into the hearts of consumers, particularly targeting a female demographic through its highly profitable scented offerings. It's these fragrant torchbearers that are redefining how candles are perceived—as bearers of ambiance and a testament to personal tastes.
- From the world of gifts and decorations emerges Baobab Collection. This company prides itself on its luxury scented candles and diffusers, with focus on craftsmanship and the celebration of African artistry and landscapes. Their offerings are as much a visual treat as a sensory one, designed to be a focal point in any setting.
- La Française Candles, established over a century ago, brings a blend of heritage and innovation to the table. They move beyond mere candle manufacturing to embed cultural richness into each of their creations, offering a wide range of scented and decorative candles that are a nod to French craftsmanship.
- CIR, notable for its diverse array of candle products, stands firm in the market with its adaptability and broad offerings, including both scented and unscented varieties. They reflect an understanding of market trends and consumer desires, catering to different segments and occasions.
- Likewise, Maisons du Monde offers an extensive selection of candle-related home decor products. Its array of candlesticks and holders illustrates the brand's dedication to creating atmospheres and settings that enhance the candle-burning experience.
- In the realm of eco-conscious craftsmanship, Durance embraces the natural allure of candles. They emphasize the use of organic ingredients, highlighting a return to nature that resonates with consumers seeking sustainable and eco-friendly options.
- Retailers like Zara Home and Alinéa bring candles to their stylish homeware collections.
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- Number of pages : 30 pages
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- Last update : 17/10/2023
Summary and extracts
1 Market overview
1.1 Market overview
The candle is a lighting object consisting of a wick wrapped in wax, which can have a decorative function by creating a source of light, but also an olfactory function by diffusing a specific scent. Today's candle market also includes electric and digital candles , alongside traditional candles. However, there are also other types of candle, such as tea lights, birthday candles, cartridge candles and so on.
After a significant drop in overall sales in 2020, following supply problems linked to the COVID-19 health crisis. The global candle market picks up again in 2021 and 2022, and should record an average annual growth rate of 5.26% between 2023 and 2028. Europe, whose candle market is expected to grow strongly in the coming years, is the geographic region that dominates the candle market, ahead of the American and Asian markets.
Consumers are increasingly buying candles to decorate their homes. The ease of purchase and the availability of different types of candles on multiple distribution channels are encouraging more and more people to buy them. Specialized decoration stores are seeing increasing competition from supermarkets and hypermarkets, which are positioning themselves in the segment and benefiting from reduced prices and a varied offer that is attracting more and more buyers. E-commerce is also helping to boost candle sales in France.
In France, scented candles are driving market growth, with strong growth in sales of high-end scented candles in particular. The market's upward trend has, however, been halted by Covid, with 2020 marking a sharp contrast with a record year in 2019.
1.2 A fast-growing global market
According to a study by Zion Market Research, the global candle market was estimated at $*.* billion in ****. This was expected to grow at a relatively high rate, averaging around *.*% each year until ****. However, with the COVID-** crisis largely undermining supply chains, the candle market was down to an estimated $*.* billion in ...
1.3 French growth slowed by the health crisis
In ****, the candle market in France was worth €***.* million. This value is obtained by adding the value of domestic candle production (***).
Proceeding in the same way, and taking into account the increase in industrial investment, we estimate the French candle market at €***.* million. We consider an overall increase in production in ...
1.4 International trade
France has a sizeable trade deficit when it comes to the candle market. Indeed, the country's candle exports are lower than its imports, although the difference is tending to decrease. There will be a sharp increase in both imports and exports by ****[***]. With exports growing faster than imports, France's candle trade ...
2 Demand analysis
2.1 Reasons for requesting candles
There are many different types of candle, used in many different situations. Despite the absence of statistical data, it is possible to draw up a typology of supply based on these different demands:
The offer is thus segmented into candles used for birthdays, candles intended as gifts, candles whose main function ...
2.2 A demand driven by scented candles
According to a report by the European Candle Association(***), the space allocated to candles in stores is shrinking all the time.
However, some types of candle are managing to maintain sales growth despite the current price war. Such is the case with votive candles (***), which come in a variety of ...
2.3 A new aesthetic demand
Today, the candle's original luminous function has been largely forgotten, and has given way to a new, more dynamic use by a new generation. The candle market is being driven by scented candles, which meet a new demand. Indeed, candle pure player Yankee Candle now offers over *** different scents and a ...
2.4 Request for handmade, local and natural candles
Over the past few years, the craft industry in France has enjoyed a resurgence in popularity across the full range of areas covered by this branch of the trade. The boom in micro-businesses has helped to develop small-scale crafts and attract many young people to the market. The craft industry is ...
2.5 Contextual demand linked to rising energy prices
The war in Ukraine has caused energy prices in Europe to soar, and this energy crisis has been a boon for the candle market in France and Europe. The risk of power cuts announced by EDF for the winter of ****-**** caused demand for candles to skyrocket.
This prompted candle makers ...
2.6 Meilleures ventes Amazon
Leader incontesté de la vente en ligne, Amazon propose une gamme élargie de bougies. Afin de mieux saisir les spécificités de la demande, il peut être intéressant de s'attarder sur les meilleures ventes de la catégorie "bougies". Ci-après, les meilleures ventes de bougies sur Amazon dans ...
3 Market structure
3.1 A highly concentrated market
According to the Syndicat Général des Fabricants de Bougies et Ciriers, the candle-making market is particularly concentrated, with * companies accounting for **% of national production. Listed below are the union's members, with their most recent sales figures where available.
Source: ****
3.2 Candle composition
Candles are all made from the same raw materials, in different proportions (***). [***]
Wax and kerosene give the candle its hardness. These materials can be used pure or in combination. Today, kerosene is by far the most widely used candle-making material. [***]
In recent years, kerosene gel has made its appearance alongside waxes ...
3.3 Distribution organized according to candle offering
We can distinguish several distribution channels for candles, each of which distributes more or less high-end candles.
Mass retail (***): a segment positioned at the lower end of the market; Home decoration department stores: low to mid-range; Cosmetics stores: medium to high-end.
While supermarkets mainly distribute low-end candles such as low-cost tea-lights, ...
4 Offer analysis
4.1 Many different candles on the market
The Syndicat Général des Fabricants de Bougies et Ciriers offers an overview of the different candles sold on the market. A distinction can be made between two types of product:
Antique (***); Scented candles, which are more recent, and within which we need to distinguish between mood candles and massage ...
4.2 Prices vary widely according to candle type
There are no statistical data on candle prices in France. However, it is possible to record the prices charged by distributors and major candle brands.
The table below shows the unit prices observed on brand websites.
Source: ****
While theECA refers to the price war for tea lights, linked to their low ...
4.3 A range split between low and high end
Scented and jewelled candles gain ground
Blended with essential oils or fragrances that give them a distinctive, pleasant scent, scented candles are gaining ground with consumers. One of the sector's leaders, Party Lite, for example, achieved sales of **.* million euros in ****. [***]
Party Lite explains in particular that these highly profitable candles ...
4.4 Tendances de l'offre : la cire d'abeille
La cire d'abeille est une alternative bien connue à la cire traditionnelle de paraffine. Le tableau suivant répertorie les meilleures ventes sur le site Amazon :
5 Regulations
5.1 Labeling requirements for candles placed on the market
When placing a chemical product on the market, manufacturers are required to label their products according to the CLP (***) standard. This obligation came into force in ****.
In concrete terms, this means the following rules for scented candles and fluxes:
Danger pictograms must appear where necessary; If hazardous substances or allergens are ...
5.2 Rules for scented candles in France
The Syndicat Général des Fabricants de Bougies et Ciriers reports on a study published in **** on the risks associated with the use of scented candles.
Candles imported from other countries (***) are not all subject to the same regulations. In France, there are numerous rules governing the design, production and ...
6 Positioning the players
6.1 Segmentation
- Yankee Candle France
- Esteban
- Durance
- Bougies La française
- Baobab Collection
- Geodesis
- Hypsipyle
- Ciergerie Desfossés
- Manufacture française de Bougies
- Bourguignonne des Cires et Dérivés
- Bach frères
- Ciergerie Leroy
- CIR
- Bougie et Senteur
- Alinéa
- Ciergerie du Sud-Est
- Eurobougie
- Devineau
- Denis & fils Bougies
- Habitat France
- Les Bougistes
- L Déco Bougies Naturelles
- Trudon
- Maison Montagut - Le Chatelard
List of charts
- Candle market trends
- Candle market trends for manufacturers
- Breakdown of candle production by category
- Number of people using scented candles as air fresheners
- Evolution of interest in the "candles" search on Google
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Latest news
Habitat furniture chain applies for receivership - 30/11/2023
- Habitat's sales in 2019 were €100 million.
- In 2020, sales fell to 80 million euros.
Alinea takes over Zôdio - 20/08/2023
- Adeo is the parent company of Leroy Merlin and Zôdio.
- Adeo has announced the sale of Zôdio to Alinea.
- Alinea and Zôdio share common shareholders in the Mulliez family association.
- Alinea was founded in 1989, has sixteen stores and generated 180 million euros in 2022 with 837 employees.
- Alinea plans to open two new sites in October in Mâcon, Saône-et-Loire, and in November in Annemasse, Haute-Savoie.
- Zôdio, launched in 2007, has twenty sites and sales of €150 million, with 828 employees.
- After filing for bankruptcy in 2020, Alinea reduced its store base from 26 to 16, cutting around 1,000 jobs.
- Alinea is 85% owned by the Mulliez family association and the remainder by Alexis Mulliez.
- The aim of the Zôdio takeover is to "rapidly become a major player in furniture and decoration in France"
- Adeo continues to refocus on DIY and home improvement, after spinning off Tikamoon in 2020 and Decoclico in 2021.
Ready-to-wear: Montagut continues to expand its international network - 20/06/2023
- Year Maison Montagut was founded: 1880
- Total sales: 80 million euros
- Sales outside France: 65 million euros
- Share of sales in China: over 50% of international sales
- Share of e-commerce in China after the Covid-19 crisis: over 50%, before the Covid-19 crisis: 10%
- Number of employees in France: 70
- Number of directly-operated boutiques in France: 10
- Sales of Châtelard 1802: 1.6 million euros (taken over by Maison Montagut)
- Beau Nuage sales: less than 1 million euros (taken over by Maison Montagut)
- Total number of outlets selling Montagut products: 370
A new general manager for Alinea - 06/02/2023
- 17 stores closed in 2020
- Sales of €172 million in 2021, up 16% on 2020
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