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2019

Home Fragrance Market

Home Fragrance Market Size, Share, Competitive Landscape and Trend Analysis Report by Product (Diffusers, Sprays, Scented Candles, and Others) and Distribution Channel (Supermarkets/Hypermarkets, Online Stores, Convenience Stores, and Others): Global Opportunity Analysis and Industry Forecast, 2019-2026

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Author's: Priya | Roshan Deshmukh
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Home Fragrance Market Outlook - 2026

Home fragrance plays a vital role in creating healthy mind. It helps to calm nerves, alleviate stress, and take away fatigue. It also enhances one’s mood and concentration. This fact drives consumers for using home fragrances to feel cozy, relax, and to refresh their mind. Moreover, consumers are establishing a stronger emotional connection with their homes and to bask in simple pleasures, whether it is the comfort of a snuggly blanket or the warmth of a candle. Thus, consumers are approaching and experiencing home fragrances in new ways that can create personal, memorable, and a relaxing environment. Thus, this fact drives the growth of the home fragrance market. Furthermore, the consumers demand for masking unpleasant odors also fuel the growth of the home fragrance market. Scent is the main purchase driver in household & personal care categories. Floral, fruity, fantasy, gourmand and fresh & clean are the most common fragrances preferred by the families across household categories. In addition, availability of unique fragrances such as the Scent of Popcorn that brings a movie mode at your home, the unique fragrance of champagne & Macarons which is infused with fragrance of ripened raspberries, sweetened citrus fruits, crushed almonds, vanilla bean, along with the sparkling scent of champagne, and more contribute toward the growth of the home fragrance market.

The home fragrance market size was valued at $5,628.9 million in 2018, and is expected to reach $9,122.6 million by 2026, registering a CAGR of 6.3% from 2019 to 2026.

Home fragrances are home care products that emit aroma to mask unpleasant odor. Moreover, these fragrances help in relieving stress and reducing fatigue. Floral, fantasy, fruity, fresh & clean, and gourmand are some of the most preferred fragrances among the consumers.  In addition to this, a wide variety of home fragrance diffusers are available in the market such as reed diffusers, smart diffusers, essential scented candles, air pockets, and sprays. In addition, they come in a variety of designs, colors, and styles, which enhance the aesthetics of homes. Furthermore, home fragrances, including customizable plug-ins, aromatherapy diffusers, and aromatic candles with platform lids are some of the innovative offerings that have boosted their demand among the target customers. Thus, the extended size of product offerings is one of the key factors in driving the demand for global home fragrance market.

Furthermore, expansion of distribution channels such as online stores, discount stores, supermarkets, hypermarkets, convenience stores, and others has made these home fragrances market easily accessible to consumers. 

Home Fragrance Market

Home fragrance plays a key role in improving the quality of life and maintaining a heathy mindset. Presently, consumers are establishing a strong emotional connection with their homes, which has boosted the need for home fragrances to create personal, memorable, and a relaxing environment. Thus, this factor significantly contributes toward the growth of the global home fragrance market. Furthermore, the burgeoning consumers demand for eliminating unpleasant odors along with new & unique fragrances has fueled the market growth. However, rise in consumer awareness about the ill effects of using synthetic fragrances such as headaches, dizziness, nausea, respiratory distress, and others is expected to hamper the growth of the home fragrance market forecast.  

The global home fragrance market is segmented into product, distribution channel, and region. Depending on product, the home fragrance market size is classified into diffusers, sprays, scented candles, and others. By distribution channels, it is divided into supermarkets/hypermarkets, online stores, convenience stores, and others. Region wise, it is analyzed across North America (U.S., Canada, and Mexico), Europe (Germany, France, UK, Italy, Spain, and rest of Europe), Asia-Pacific (China, India, Australia, New Zealand, Southeast Asia, and rest of Asia-pacific), and LAMEA (Latin America, Middle East, and Africa).

By product, the scented candles segment accounted for the highest home fragrance market share in 2018. This is attributed to upsurge in demand for scented candles among consumers for aromatherapy such as reducing stress, relaxation & refreshing mood, as well as for the purpose of home décor. Moreover, availability of scented or aromatic candles in a wide variety of designs, shapes & sizes, and colors, including jars, tapers, pillars, votive, liturgical candles, scented tea lights, and floating candles acts as a key driver of the segment. Thus, some of the key characteristic features possessed by scented candles is one of the key factors in driving the demand for the segment.

Home Fragrance Market
By Product Type
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The Scented Candles segment dominates the global Home Fragrance market and is expected to retain its dominance throughout the forecast period.

The distribution of home fragrances through supermarkets/hypermarkets is considerably higher value in the global home fragrance market. This is attributed to the fact that consumers have advantages of scanning different home fragrances as per their choice. Moreover, the presence of store associates for helping the customers to choose right product and provide product knowledge boosts the growth of the segment. Thus, the abovementioned factors have driven consumers to prefer this distribution channel over others for the purchase home fragrances. Moreover, over the past one decade, there has been a significant increase in the internet penetration especially in the North America, Europe, and Asia-Pacific regions. Consumers now rely on internet to gain information and consider online shopping as the most convenient factor. Thus, most of the key manufacturers have gone online and have created their own web portals for selling products. Thus rise in internet penetration ways opportunity for home fragrance market.

Home Fragrance Market
By Distribution Channel
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The Supermarket/Hypermarket segment dominates the global Home Fragrance market and is expected to retain its dominance throughout the forecast period.

Region wise, Europe accounted for the highest home fragrance market share in 2018. Countries including France and the UK has driven the regional market for home fragrances, as the per capita expenditure for home care products has been high in these countries. This is attributable to rise in demand for home fragrance, due to improvement in standard of living and increase in purchasing power of consumers in this region. Moreover, rise in number of manufacturers and sellers in Europe has increased the availability of home fragrances, which augments the demand for home fragrances in this region. 

Home Fragrance Market
By Region
2026
Europe 
North America
Asia-Pacific
LAMEA

The Europe dominates the global Home Fragrance market and is expected to retain its dominance throughout the forecast period.

The key players for home fragrance industry profiled in the report include Procter & Gamble, S. C. Johnson & Son, Inc., Voluspa, Newell Brands, NEST Fragrances, LLC, Godrej aer. Bougie et Senteur, Prestige Personal Care, Faultless Brands, and Ripple Fragrances Pvt. Ltd.

Key Benefits for Home Fragrance Market :

  • The report provides an extensive home fragrance market analysis of the current and emerging market trends and opportunities.
  • The report provides detailed qualitative and quantitative analysis of the current home fragrance market trends and future estimations that help evaluate the prevailing opportunity.
  • A comprehensive analysis of the factors that drive and restrict the home fragrance market growth.
  • An extensive analysis of the market is conducted by following key product positioning and monitoring the top competitors within the market framework.
  • The home fragrance market report provides extensive qualitative insights on the potential segments or regions exhibiting favorable growth.

Home Fragrance Market Report Highlights

Aspects Details
Home Fragrance Market By Product Type
By Product Type
  • Diffusers
  • Sprays
  • Scented Candles
  • Others
Home Fragrance Market By Distribution Channel
By Distribution Channel
  • Supermarkets/Hypermarkets
  • Online Stores
  • Convenience Stores
  • Others
Home Fragrance Market By Region
By Region
  • North America  (U.S., Canada, Mexico)
  • Europe  (Germany, France, UK, Italy, Spain, Rest of Europe)
  • Asia-Pacific  (China, New Zealand, India, Southeast Asia, Australia, Rest of Asia-Pacific)
  • LAMEA  (Latin America, Middle East, Africa)
Key Market Players
Key Market Players

FAULTLESS BRANDS, PROCTER & GAMBLE (P&G), NEWELL BRANDS, S. C. JOHNSON & SON, INC., RIPPLE FRAGRANCES PRIVATE LIMITED, NEST FRAGRANCES, PRESTIGE PERSONAL CARE, GODREJ CONSUMER PRODUCTS LIMITED, VOLUSPA, BOUGIE ET SENTEUR

Analyst Review

The key market players operating in the global home fragrances market have adopted key developmental strategies such as product launch to fuel the growth of the market in terms of value sales. In addition, they have emphasized on continuous innovations in their products to maintain a strong foothold in the market and to boost the demand for home fragrances.  

According to the key market players, consumers are approaching home fragrances for creating a personal, memorable, and a relaxing environment in their homes. Moreover, consumers prefer those home fragrances that provide pleasant aroma as well as stay for a longer period of time. Therefore, increase in investments in R&D activities and continuous efforts in launching new & improved home fragrances that can meet the growing demands of consumers are the key factors boosting the growth of the global home fragrances market. For instance, P&G launched a fragrance device under the brand name, AIRIA that releases micros droplets of fragrance, which evenly scent the space, thus giving consumers an experience of consistent home fragrance at homes.

Rise in trend of gifting scented candles and other home fragrances on various occasions such as house warming is anticipated to offer lucrative opportunity for the growth of the market in the near future.

However, ill effects of using synthetic home fragrances as well as their premium price are expected to restrain the market growth.

Author Name(s) : Priya | Roshan Deshmukh
Frequently Asked Questions?

The forecast period of home fragrance market report is from 2019 to 2026.

The global home fragrance market was valued at $ 6.0 billion in 2019

The report covers detailed profiling of key companies operating in the market including Procter & Gamble, S. C. Johnson & Son, Inc., Voluspa, Newell Brands, NEST Fragrances, LLC, Godrej aer., Bougie et Senteur, Prestige Personal Care, Faultless Brands, and Ripple Fragrances Pvt. Ltd

Top companies holding significant market share are Procter & Gamble, S. C. Johnson & Son, Inc., Voluspa, and Newell Brands.

The sprays segment of the report is expected to growth at a healthy CAGR during the forecast period

Home fragrance as a means of relaxation & leisure and Attractive design & packaging are significant factors that propel the growth of home fragrance market.

Home fragrance products such as diffusers, sprays, scented candles are currently trending in home fragrance market.

Scented candles segment of the report hold maximum market share in 2019.

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Home Fragrance Market

Global Opportunity Analysis and Industry Forecast, 2019-2026