The Supply and Demand for Candles in the US Market

Current Candle Demand

US retail sales: $2 billion annually, not including accessories
70% of US households bought candles recently
Types of candles: tapers, votives, pillars, container(or jar) candles, tealights, liturgical candles, outdoor candles, floating candles, novelty candles, utility candles, and birthday candles
95% of candles are bought by women
Americans most frequently buy: votives, container candles and pillars
Important factors affecting purchase: scent, color, cost and shape
Normal retail price range: 50¢ for a votive to $75 for a large pillar candle
Two-thirds of candle purchasers use candles once a week or more

Current Candle Supply

More than 400 commerical USA manufacturers
35% of candle sales occur during the Christmas/Holiday season
More than 1 billion pounds of wax are used each year in the cancle business
Candle-User Preferences

Current Candle Market Trends

Candles are increasingly used for décor, and for their relaxing effects
Fragrance outweighs other factors in consumer selection
Most candles are consumed within one week of purchase
90% of consumers say they use candles to increase the "hominess" of a room
42 % of candles are used in living rooms, with the balance split between the kitchen and the bedrooms
20% of women say the place candles in their yeards
Both males and females think a candle is an appropirate gift item