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The United States home fragrance market size is projected to grow at a CAGR of 5.10% between 2024 and 2032.
Home fragrance refers to scents or odours that are used to enhance the ambiance of a living space. Home fragrance products can include candles, incense sticks, diffusers, sprays, and potpourri, among others. The use of home fragrance has become increasingly popular in recent years, with many people using scents to create an inviting atmosphere in their homes. Home fragrance can also be used to mask unpleasant odours.
The increasing emphasis on improving home aesthetics is propelling the home fragrance market in United States as consumers are buying air fresheners and scented candles to create personalised and visually appealing living spaces. Also, the rising expenditure on self-care have driven consumers to invest in certain fragrances such as lavender, peppermint, and lemongrass. These fragrances can promote relaxation and reduce stress, which is increasing the demand of home fragrances in United States.
Growing demand for natural and organic fragrances and expanding use of smart and connected devices are positively impacting the United States home fragrance market outlook
Date | Company | News |
October 2023 | Yankee Candle | Launch of limited-time pop-up shops across the United States to offer new fall and holiday fragrances, exclusive deals, and more. |
November 2022 | Eurazeo | Sale of its majority ownership position in NEST New York to an investor group led by North Castle Partners. The transaction values NEST at approximately USD 200 million. |
March 2021 | RB (Reckitt Benckiser) | Partnership with Halo to collaborate on developing more sustainable products for consumers globally. |
September 2016 | ScentAir | Expansion of overseas business, reaching markets like Hong Kong to provide different scent impressions to various industries. |
Trends | Impact |
Growing demand for natural and organic products |
Consumers are becoming more conscious of the ingredients and environmental impact of home fragrance products and prefer those that are made from natural or organic sources, such as essential oils, soy wax, or beeswax. This trend is driving the growth of niche and indie brands that offer eco-friendly and cruelty-free products. |
Rising interest in personalisation and customisation |
People are seeking more personalised and customised experiences with home fragrance products, such as choosing their own scent combinations, packaging, or labels. This trend is encouraging more innovation and differentiation among home fragrance brands, as well as enhancing customer loyalty. |
Expanding use of smart and connected devices |
Demand for smart home fragrance products is increasing due to the production of smart and connected devices that can enhance the functionality and convenience of home fragrance products, such as diffusers, candles, or plug-ins that can be controlled by voice, app, or remote. |
Shifting preferences for seasonal and occasion-based scents |
Households are changing their home fragrance choices depending on the season, occasion, or mood, such as opting for fresh and floral scents in spring, warm and spicy scents in winter, or festive and celebratory scents during holidays. This trend is boosting the sales of seasonal and limited-edition home fragrance products, aiding the United States home fragrance market. |
Sustainability initiatives taken by market players is one of the key trends of boosting the United States home fragrance market development. There is a growing preference for eco-friendly and sustainable home fragrance products, prompting brands to adopt environmentally conscious practices in product development and packaging. LAFCO, a New York-based home fragrance company, uses sustainable soybean wax to make scented candles. Soy wax offers a longer burn time, emits fewer toxins, and creates less soot than paraffin waxes.
Innovations in spray technologies are also playing a significant role in the United States home fragrance market growth. Some of the latest innovations include the use of laser-like streams to disperse micro-sized droplets of perfume evenly over the surface, creating a long-lasting and addicting fragrance experience. Automatic or electric sprays have also been developed, enabling more efficient and effective home fragrance products. Overall, the advancements in spray technologies have enabled the development of more efficient and effective home fragrance products, accelerating the market’s expansion.
United States home fragrance market size has been increasing due to the expansion of e-commerce sector in the country. Online platforms such as Amazon, eBay, and Etsy provide consumers with convenient access to a wide variety of home fragrance products, such as incense sticks. These websites also provide product information, reviews, and discount deals, which influences consumer’s purchasing decision.
United States Home Fragrance Market Report and Forecast 2024-2032 offers a detailed analysis of the market based on the following segments:
Market Breakup | Categories |
Product | Scented Candles, Sprays, Incense Sticks, Others |
Price Category | Mass, Premium |
Distribution Channels | Supermarkets, Hypermarkets, Speciality Store, Convenience Stores, Online, Others |
Regions | New England, Mideast, Great Lakes, Plains, Southeast, Southwest, Rocky Mountain, Far West |
Scented candles hold a significant market share due to availability of different scents in the US
As per United States home fragrance market analysis, scented candles maintain a dominant market share in the US due to their decorative appeal and the increasing demand for home aesthetics. According to the National Candle Association, approximately 75 to 80 percent of candles sold annually in the US are scented. Scented candles are largely preferred because they come in various fragrances, including orange, basil, sage, and rosemary, which caters to different consumer taste and demand.
Further, due to this high demand, manufactures are launching unique fragrances in these candles. In May 2022, Boy Smells partnered with the iconic Grace Jones by releasing a candle named "Grace." The candle, featuring black peppercorn and Jamaican flora scents, will be sold exclusively on Boy Smells' website and select speciality retailers. These unique combinations and thematic scents contribute to the popularity of scented candles in the country.
However, sprays, including air fresheners and room sprays, also secure a notable United States home fragrance market share due to their instant and versatile application, offering a quick and effective way to refresh living spaces. Sprays are available in various forms, such as aerosols, mists, and trigger sprays, and offer a wide range of fragrances.
Furthermore, incense sticks are thin wooden sticks coated with aromatic materials that produce smoke when burned and is a niche product segment in the market. Incense sticks are mainly used for religious, spiritual, or meditative purposes, as well as for aromatherapy. Incense sticks have a loyal customer base among ethnic and cultural groups, especially Asian Americans, which has accelerated the United States home fragrance market growth.
Mass-priced fragrance products caters to a wide base of consumers due to their affordability
Mass-priced home fragrance products hold a significant United States home fragrance market share, appealing to a broad consumer base seeking quality scents at affordable price points. Some of the market players, such as NEST Fragrances and Newell Brands, Inc offers a diverse range of high-quality home fragrance products, including sprays, diffusers, and scented candles, at affordable prices, which caters to the increased consumers demand for home fragrance products.
Many other brands are incorporating premium ingredients (resins, flower extracts, and essential oils), sophisticated packaging (glass and crystals), and unique fragrances (rosemary, cinnamon, and pepper corn) within accessible price points to attract a wider consumer base. Furthermore, these products do not come in essential goods and thereby, the larger consumer base is willing to spend only a certain portion of their disposable income on home fragrances, which increases the demand for mass-priced products.
However, the premium segment includes products that are made with high-quality ingredients, sophisticated packaging, and exclusive fragrances. According to United States home fragrance market report, the premium-priced home fragrance products also capture a considerable market share, addressing the demand for luxury, exclusivity, and unique fragrances among consumers willing to invest in higher-priced offerings.
Market leaders are developing fragrances by using organic ingredients, which further expands their product portfolio and customer base
Company Name | Year Founded | Headquarters | Products/Services |
Reckitt Benckiser Group PLC. | 1999 | Slough, England | Consumer health and hygiene products, such as Dettol, Lysol, Air Wick, Mucinex, and Nurofen |
Proctor & Gamble Company | 1837 | Ohio, United States | Personal care, household cleaning, laundry detergents, and other consumer goods, such as Tide, Pampers, Gillette, Oral-B, and Olay |
Newell Brands, Inc. | 1903 | New Jersey, United States | Consumer and commercial products, such as Rubbermaid, Sharpie, Coleman, Yankee Candle, and Graco |
ScentAir Holdings, Inc. | 1994 | North Carolina, United States | Scent marketing and fragrance delivery systems for various industries, such as retail, hospitality, health care, and entertainment |
Other key players in the home fragrance market in United States include S.C. Johnson & Son Inc., NEST Fragrances, LLC, Flame and Wax Inc. (Voluspa), Empire Candle Co., LLC, Pommes Frites Candle Co., and Fragrance Manufacturing, Inc., among others.
REPORT FEATURES | DETAILS |
Base Year | 2023 |
Historical Period | 2018-2023 |
Forecast Period | 2024-2032 |
Scope of the Report |
Historical and Forecast Trends, Industry Drivers and Constraints, Historical and Forecast Market Analysis by Segment:
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Breakup by Product |
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Breakup by Price Category |
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Breakup by Distribution Channel |
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Breakup by Region |
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Market Dynamics |
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Competitive Landscape |
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Companies Covered |
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*At Expert Market Research, we strive to always give you current and accurate information. The numbers depicted in the description are indicative and may differ from the actual numbers in the final EMR report.
1 Preface
2 Report Coverage – Key Segmentation and Scope
3 Report Description
3.1 Market Definition and Outlook
3.2 Properties and Applications
3.3 Market Analysis
3.4 Key Players
4 Key Assumptions
5 Executive Summary
5.1 Overview
5.2 Key Drivers
5.3 Key Developments
5.4 Competitive Structure
5.5 Key Industrial Trends
6 Market Snapshot
7 Opportunities and Challenges in the Market
8 North America Home Fragrance Market Overview
8.1 Key Industry Highlights
8.2 North America Home Fragrance Historical Market (2018-2023)
8.3 North America Home Fragrance Market Forecast (2024-2032)
8.4 North America Home Fragrance Market Share by Country
8.4.1 United States of America
8.4.2 Canada
9 United States Home Fragrance Market Overview
9.1 Key Industry Highlights
9.2 United States Home Fragrance Historical Market (2018-2023)
9.3 United States Home Fragrance Market Forecast (2024-2032)
10 United States Home Fragrance Market by Product
10.1 Scented Candles
10.1.1 Historical Trend (2018-2023)
10.1.2 Forecast Trend (2024-2032)
10.2 Sprays
10.2.1 Historical Trend (2018-2023)
10.2.2 Forecast Trend (2024-2032)
10.3 Incense Sticks
10.3.1 Historical Trend (2018-2023)
10.3.2 Forecast Trend (2024-2032)
10.4 Others
11 United States Home Fragrance Market by Price Category
11.1 Mass
11.1.1 Historical Trend (2018-2023)
11.1.2 Forecast Trend (2024-2032)
11.2 Premium
11.2.1 Historical Trend (2018-2023)
11.2.2 Forecast Trend (2024-2032)
12 United States Home Fragrance Market by Distribution Channel
12.1 Supermarkets and Hypermarkets
12.1.1 Historical Trend (2018-2023)
12.1.2 Forecast Trend (2024-2032)
12.2 Specialty Store
12.2.1 Historical Trend (2018-2023)
12.2.2 Forecast Trend (2024-2032)
12.3 Convenience Stores
12.3.1 Historical Trend (2018-2023)
12.3.2 Forecast Trend (2024-2032)
12.4 Online
12.4.1 Historical Trend (2018-2023)
12.4.2 Forecast Trend (2024-2032)
12.5 Others
13 United States Home Fragrance Market by Region
13.1 New England
13.1.1 Historical Trend (2018-2023)
13.1.2 Forecast Trend (2024-2032)
13.2 Mideast
13.2.1 Historical Trend (2018-2023)
13.2.2 Forecast Trend (2024-2032)
13.3 Great Lakes
13.3.1 Historical Trend (2018-2023)
13.3.2 Forecast Trend (2024-2032)
13.4 Plains
13.4.1 Historical Trend (2018-2023)
13.4.2 Forecast Trend (2024-2032)
13.5 Southeast
13.5.1 Historical Trend (2018-2023)
13.5.2 Forecast Trend (2024-2032)
13.6 Southwest
13.6.1 Historical Trend (2018-2023)
13.6.2 Forecast Trend (2024-2032)
13.7 Rocky Mountain
13.7.1 Historical Trend (2018-2023)
13.7.2 Forecast Trend (2024-2032)
13.8 Far West
13.8.1 Historical Trend (2018-2023)
13.8.2 Forecast Trend (2024-2032)
14 Market Dynamics
14.1 SWOT Analysis
14.1.1 Strengths
14.1.2 Weaknesses
14.1.3 Opportunities
14.1.4 Threats
14.2 Porter’s Five Forces Analysis
14.2.1 Supplier’s Power
14.2.2 Buyer’s Power
14.2.3 Threat of New Entrants
14.2.4 Degree of Rivalry
14.2.5 Threat of Substitutes
14.3 Key Indicators of Demand
14.4 Key Indicators of Price
15 Competitive Landscape
15.1 Market Structure
15.2 Company Profiles
15.2.1 Reckitt Benckiser Group PLC.
15.2.1.1 Company Overview
15.2.1.2 Product Portfolio
15.2.1.3 Demographic Reach and Achievements
15.2.1.4 Certifications
15.2.2 Proctor & Gamble Company
15.2.2.1 Company Overview
15.2.2.2 Product Portfolio
15.2.2.3 Demographic Reach and Achievements
15.2.2.4 Certifications
15.2.3 Newell Brands, Inc.
15.2.3.1 Company Overview
15.2.3.2 Product Portfolio
15.2.3.3 Demographic Reach and Achievements
15.2.3.4 Certifications
15.2.4 S.C. Johnson & Son Inc.
15.2.4.1 Company Overview
15.2.4.2 Product Portfolio
15.2.4.3 Demographic Reach and Achievements
15.2.4.4 Certifications
15.2.5 ScentAir Holdings, Inc.
15.2.5.1 Company Overview
15.2.5.2 Product Portfolio
15.2.5.3 Demographic Reach and Achievements
15.2.5.4 Certifications
15.2.6 NEST Fragrances, LLC
15.2.6.1 Company Overview
15.2.6.2 Product Portfolio
15.2.6.3 Demographic Reach and Achievements
15.2.6.4 Certifications
15.2.7 Flame and Wax Inc. (Voluspa)
15.2.7.1 Company Overview
15.2.7.2 Product Portfolio
15.2.7.3 Demographic Reach and Achievements
15.2.7.4 Certifications
15.2.8 Empire Candle Co., LLC
15.2.8.1 Company Overview
15.2.8.2 Product Portfolio
15.2.8.3 Demographic Reach and Achievements
15.2.8.4 Certifications
15.2.9 Pommes Frites Candle Co.
15.2.9.1 Company Overview
15.2.9.2 Product Portfolio
15.2.9.3 Demographic Reach and Achievements
15.2.9.4 Certifications
15.2.10 Fragrance Manufacturing, Inc.
15.2.10.1 Company Overview
15.2.10.2 Product Portfolio
15.2.10.3 Demographic Reach and Achievements
15.2.10.4 Certifications
15.2.11 Others
16 Key Trends and Developments in the Market
List of Key Figures and Tables
1. North America Home Fragrance Market: Key Industry Highlights, 2018 and 2032
2. United States Home Fragrance Market: Key Industry Highlights, 2018 and 2032
3. United States Home Fragrance Historical Market: Breakup by Product (USD Million), 2018-2023
4. United States Home Fragrance Market Forecast: Breakup by Product (USD Million), 2024-2032
5. United States Home Fragrance Historical Market: Breakup by Price Category (USD Million), 2018-2023
6. United States Home Fragrance Market Forecast: Breakup by Price Category (USD Million), 2024-2032
7. United States Home Fragrance Historical Market: Breakup by Distribution Channel (USD Million), 2018-2023
8. United States Home Fragrance Market Forecast: Breakup by Distribution Channel (USD Million), 2024-2032
9. United States Home Fragrance Historical Market: Breakup by Region (USD Million), 2018-2023
10. United States Home Fragrance Market Forecast: Breakup by Region (USD Million), 2024-2032
11. United States Home Fragrance Market Structure
The United States home fragrance market is expected to grow at a CAGR of 5.10% between 2024 and 2032.
Rising awareness of benefits for aromatherapy, expansion of e-commerce sector, and growing demand for scented candles in spas are some of the major factors propelling the growth of the market.
Key trends aiding the United States home fragrance market expansion are the increasing innovations in product formulations and designs, availability of diversity in prices, and growing consumer preferences for creating personalised and inviting home environments.
The major regions covered in the market include New England, Mideast, Great Lakes, Plains, Southeast, Southwest, Rocky Mountain, and Far West.
Different distribution channels in the market are supermarkets and hypermarkets, speciality store, convenience stores, and online, among others.
The home fragrance market is segmented into scented candles, sprays, incense sticks, and others, such as reed diffusers and essential oils.
The home fragrance market is segmented into mass and premium categories based on price.
Key players in the industry are Reckitt Benckiser Group PLC., Proctor & Gamble Company, Newell Brands, Inc., S.C. Johnson & Son Inc., ScentAir Holdings, Inc., NEST Fragrances, LLC, Flame and Wax Inc. (Voluspa), Empire Candle Co., LLC, Pommes Frites Candle Co., and Fragrance Manufacturing, Inc., among others.
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