US Home Fragrance Market Size, Share & Industry Trends Analysis Report By Product (Sprays, Scented Candles, Essential Oils, Incense Sticks and Others), By Distribution Channel, and Forecast, 2023 - 2030

The United States (US) Home Fragrance Market size is expected to reach $4.2 Billion by 2030, rising at a market growth of 7.4% CAGR during the forecast period.

The home fragrance market in the United States has experienced significant growth and evolution, reflecting the increasing consumer demand for a personalized and inviting home environment. One of the driving factors behind the expansion of the U.S. home fragrance market is the growing awareness among consumers about the role of scent in influencing mood and creating ambiance. Americans have become more focused on creating a sensory-rich living space, and home fragrance products have emerged as a popular means of achieving this.

Scent preferences in the U.S. home fragrance market vary widely, leading to a broad range of available fragrances to cater to different tastes. From traditional scents like vanilla and lavender to more contemporary and niche fragrances, manufacturers are continually innovating to meet the diverse demands of consumers.

The COVID-19 pandemic has had a profound impact on the home fragrance market. With lockdowns and stay-at-home orders in place, U.S. consumers spent more time indoors, leading to an increased focus on home-related products, including fragrances. Home fragrance products became a means to enhance the atmosphere and a way for individuals to create a sense of comfort and relaxation during uncertain times.

Market Trends

Rising demand for scented candles

In recent years, the home fragrance market in the United States has witnessed a notable surge in demand, with scented candles emerging as a popular choice among consumers. One key driver of the rising demand for scented candles is the increasing emphasis on creating personalized and cozy living spaces. As more Americans seek to transform their homes into havens of comfort and relaxation, scented candles have become a go-to accessory. The diverse range of available fragrances caters to different preferences, allowing U.S. consumers to curate an olfactory experience that aligns with their tastes and moods.

The U.S. home fragrance market's fascination with scented candles is also linked to the growing awareness of the potential mood-altering effects of aromas. American consumers are increasingly turning to these candles for their pleasant scents and their ability to evoke specific emotions and create a soothing atmosphere. From calming lavender to invigorating citrus, the array of fragrances on the market provides options for various occasions and preferences.

According to the National Library of Medicine, the U.S. industry for scented candles is estimated to be worth approximately 2 billion USD in 2023, driven by an increasing demand for scented candles. This surge in popularity indicates a flourishing industry, reflecting the growing consumer preference for enhancing their living spaces with appealing and personalized fragrances.

The aesthetic appeal of scented candles also bolsters the home fragrance market's growth. As Americans increasingly prioritize interior décor, scented candles are sought after for their decorative elements, adding a touch of style to homes. With an array of elegant designs and packaging options, scented candles in the U.S. have become a statement piece in home decor. Therefore, the surge in demand for scented candles in the U.S. home fragrance market is driven by the desire for personalized and cozy living spaces and the aesthetic appeal they bring to interior decor.

Increasing interest in home decor and ambiance creation

In recent years, the home fragrance market in the United States has experienced a significant upswing, driven by a burgeoning interest in home decor and the desire to create personalized atmospheres within living spaces. As Americans increasingly invest time and resources in transforming their houses into havens, the demand for home fragrance products has surged. Homeowners are now more attuned to the power of scents in shaping the ambiance of their living spaces.

Moreover, the rise of social media platforms has fueled a visual culture around home aesthetics, inspiring individuals to showcase their decor choices and fragrance preferences. Influencers and lifestyle bloggers play a crucial role in shaping trends within the home fragrance market, influencing consumers to explore new scents and innovative products.

In response to this growing demand, manufacturers and retailers in the U.S. are continually expanding their offerings, introducing unique fragrance blends, stylish packaging, and eco-friendly options. The intersection of home decor and home fragrance has become a thriving industry, reflecting a societal shift towards recognizing and prioritizing the importance of a personalized and sensorially pleasing home environment. As this trend continues to gain momentum, the home fragrance market in the U.S. is poised for further growth, with consumers embracing scents as an integral part of their home decor and lifestyle choices.

According to the National Retail Federation, the 4.2 million retail establishments in the United States collectively contributed $3.9 trillion to the GDP in 2018, showcasing the significant economic influence of the broader retail industry. Furthermore, the U.S. retail sector experienced a substantial Foreign Direct Investment (FDI) inflow of $156.7 billion in 2019. When examining the home fragrance market within this expansive retail landscape, these figures underscore the considerable economic impact and interconnectedness of various sectors within the industry.

Competition Analysis

The home fragrance market in the United States has experienced significant growth in recent years, driven by the increasing consumer demand for products that enhance the ambiance of living spaces. Several companies have emerged as key players in this dynamic market, offering various home fragrance products to cater to varying consumer preferences. One prominent U.S. home fragrance market player is Bath & Body Works, a well-known retailer specializing in personal care and home fragrance products. The company has gained widespread popularity for its extensive collection of scented candles, room sprays, and diffusers. The brand offers various fragrances, from floral and fruity to warm and cozy, appealing to a broad spectrum of consumers.

Yankee Candle, a company with a rich history dating back to 1969, has established itself as a leading manufacturer of scented candles and home fragrance products. Known for its high-quality candles with long-lasting scents, Yankee Candle has become a household name in the U.S. The company continuously introduces new fragrances and seasonal collections, keeping its product line fresh and enticing for consumers.

Another significant contributor to the U.S. home fragrance market is Jo Malone London, a luxury brand renowned for its elegant and sophisticated scents. Jo Malone offers a range of home fragrance products, including scented candles and diffusers, characterized by their minimalist packaging and premium ingredients. The brand's emphasis on craftsmanship and exclusivity has attracted a discerning clientele seeking luxury in their homes.

Participating in the eco-friendly industry segment, Mrs. Meyer's Clean Day has gained traction for its environmentally conscious approach to home fragrance. The company focuses on producing natural and plant-derived ingredients for its scented products, appealing to consumers who prefer sustainable and eco-friendly options. Mrs. Meyer's Clean Day offers a variety of scents inspired by garden-fresh aromas, contributing to the brand's popularity in the U.S. home fragrance market.

In recent years, online-based companies like Homesick and P.F. Candle Co. have emerged, catering to consumers' changing shopping habits. Homesick specializes in creating candles that evoke the scents of specific locations or experiences, aiming to provide a sense of nostalgia and familiarity. P.F. Candle Co., on the other hand, emphasizes handcrafted, small-batch production of candles and diffusers with a focus on natural ingredients. As consumer interest in home fragrances grows, these companies will likely remain at the forefront of innovation and product development.

List of Key Companies Profiled

• Newell Brands, Inc.
• The Estee Lauder Companies, Inc.
• The Procter and Gamble Company
• Reckitt Benckiser Group PLC
• S.C. Johnson & Son, Inc.
• Scentair Technologies, Inc.
• Bath & Body Works
• NEST Fragrances
• Seda France, Inc.
• Bougie et Senteur

US Home Fragrance Market Report Segmentation

By Product

• Sprays
• Scented Candles
• Essential Oils
• Incense Sticks
• Others

By Distribution Channel

• Supermarkets & Hypermarkets
• Convenience Stores
• Specialty Store
• Online
• Others

Chapter 1. Market Scope & Methodology
1.1 Market Definition
1.2 Objectives
1.3 Market Scope
1.4 Segmentation
1.4.1 USA Home Fragrance Market, by Product
1.4.2 USA Home Fragrance Market, by Distribution Channel
1.5 Methodology for the research

Chapter 2. Market Overview
2.1 Introduction
2.1.1 Overview
2.1.1.1 Market composition & scenario
2.2 Key Factors Impacting the Market
2.2.1 Market Drivers
2.2.2 Market Restraints
2.2.3 Market Trends

Chapter 3. Competition Analysis - Global
3.1 KBV Cardinal Matrix
3.2 Recent Industry Wide Strategic Developments
3.2.1 Partnerships, Collaborations and Agreements
3.2.2 Product Launches and Product Expansions
3.2.3 Acquisition and Mergers
3.2.4 Geographical Expansions
3.3 Top Winning Strategies
3.3.1 Key Leading Strategies: Percentage Distribution (2019-2023)
3.3.2 Key Strategic Move: (Product Launches and Product Expansions: 2021, Feb – 2023, Jun) Leading Players

Chapter 4. US Home Fragrance Market
4.1 US Home Fragrance Market by Product
4.2 US Home Fragrance Market by Distribution Channel

Chapter 5. Company Profiles – Global Leaders
5.1 Newell Brands, Inc.
5.1.1 Company Overview
5.1.2 Financial Analysis
5.1.3 Segmental and Regional Analysis
5.1.4 Research & Development Expenses
5.1.5 Recent strategies and developments:
5.1.5.1 Partnerships, Collaborations, and Agreements:
5.1.5.2 Product Launches and Product Expansions:
5.1.5.3 Geographical Expansions:
5.2 The Estee Lauder Companies, Inc.
5.2.1 Company Overview
5.2.2 Financial Analysis
5.2.3 Segmental and Regional Analysis
5.2.4 Research & Development Expense
5.2.5 Recent strategies and developments:
5.2.5.1 Product Launches and Product Expansions:
5.3 The Procter and Gamble Company
5.3.1 Company Overview
5.3.2 Financial Analysis
5.3.3 Segmental and Regional Analysis
5.3.4 Research & Development Expense
5.3.5 Recent strategies and developments:
5.3.5.1 Product Launches and Product Expansions:
5.4 Reckitt Benckiser Group PLC
5.4.1 Company Overview
5.4.2 Financial Analysis
5.4.3 Segmental and Regional Analysis
5.4.4 Research & Development Expenses
5.5 S. C. Johnson & Son, Inc.
5.5.1 Company Overview
5.5.2 Recent strategies and developments:
5.5.2.1 Product Launches and Product Expansions:
5.6 Scentair Technologies, Inc.
5.6.1 Company Overview
5.6.2 Recent strategies and developments:
5.6.2.1 Product Launches and Product Expansions:
5.6.2.2 Acquisition and Mergers:
5.7 Bath & Body Works
5.7.1 Company Overview
5.7.2 Recent strategies and developments:
5.7.2.1 Partnerships, Collaborations, and Agreements:
5.7.2.2 Geographical Expansions:
5.8 NEST Fragrances
5.8.1 Company Overview
5.8.2 Recent strategies and developments:
5.8.2.1 Partnerships, Collaborations, and Agreements:
5.9 Seda France, Inc.
5.9.1 Company Overview
5.10. Bougie et Senteur
5.10.1 Company Overview

TABLE 1 US Home Fragrance Market, 2019 - 2022, USD Million
TABLE 2 US Home Fragrance Market, 2023 - 2030, USD Million
TABLE 3 Partnerships, Collaborations and Agreements– Home Fragrance Market
TABLE 4 Product Launches And Product Expansions– Home Fragrance Market
TABLE 5 Acquisition and Mergers– Home Fragrance Market
TABLE 6 Geographical Expansions– Home Fragrance Market
TABLE 7 US Home Fragrance Market by Product, 2019 - 2022, USD Million
TABLE 8 US Home Fragrance Market by Product, 2023 - 2030, USD Million
TABLE 9 US Home Fragrance Market by Distribution Channel, 2019 - 2022, USD Million
TABLE 10 US Home Fragrance Market by Distribution Channel, 2023 - 2030, USD Million
TABLE 11 Key Information – Newell Brands, Inc.
TABLE 12 Key Information – Estee Lauder Companies, Inc.
TABLE 13 Key Information – The Procter and Gamble Company
TABLE 14 Key information – Reckitt Benckiser Group PLC
TABLE 15 Key Information – S. C. Johnson & Son, Inc.
TABLE 16 Key Information – Scentair Technologies, Inc.
TABLE 17 Key Information – Bath & Body Works
TABLE 18 Key Information – NEST Fragrances
TABLE 19 Key Information – Seda France, Inc.
TABLE 20 Key Information – Bougie et Senteur

List of Figures
FIG 1 Methodology for the research
FIG 2 US Home Fragrance Market, 2019 - 2030, USD Million
FIG 3 KBV Cardinal Matrix
FIG 4 Key Leading Strategies: Percentage Distribution (2019-2023)
FIG 5 Key Strategic Move: (Product Launches and Product Expansions : 2021, Feb – 2023, Jun) Leading Players
FIG 6 US Home Fragrance Market share by Product, 2022
FIG 7 US Home Fragrance Market share by Product, 2030
FIG 8 US Home Fragrance Market by Product, 2019 - 2030, USD Million
FIG 9 US Home Fragrance Market share by Distribution Channel, 2022
FIG 10 US Home Fragrance Market share by Distribution Channel, 2030
FIG 11 US Home Fragrance Market by Distribution Channel, 2019 - 2030, USD Million
FIG 12 Recent strategies and developments: Newell Brands, Inc.
FIG 13 Recent strategies and developments: Scentair Technologies, Inc.
FIG 14 Recent strategies and developments: Bath & Body Works