Home Fragrances Market - Growth, Trends, COVID-19 Impact, and Forecasts (2022 - 2027)

The Home Fragrances Market is segmented by Type (Sprays, Diffusers, Scented Candles, and Other Types); by Distribution Channel (Supermarkets and Hypermarkets, Online Stores, Convenience Stores, and Other Distribution Channels); and by Geography (North America, Europe, Asia-Pacific, South America, and Middle East and Africa). The report offers market size and forecasts in value (USD million) for the above segments.

Market Snapshot

home fragrances market
Study Period: 2016 -2027
Base Year: 2021
Fastest Growing Market: Asia Pacific
Largest Market: Europe
CAGR: 4.9 %

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Market Overview

The global home fragrances market is expected to register a CAGR of 4.9 % during the forecast period (2022-2027).

Covid-19 affected the home fragrances market as these are not considered essential commodities. The production of home fragrances was halted due to the lockdowns imposed by the governments across many regions. Also, this industry faced other challenges like lack of labor and disruption in the inbound supply chain of the raw materials required to manufacture these products; due to such factors, the growth of the home fragrances market was sluggish in the year 2020. However, the sales of these products have mostly rebounded to their pre-pandemic levels.

In the short term, The home fragrances market is expected to witness substantial growth during the forecast period owing to factors such as increasing the discretionary income of consumers, which is increasing the inclination of consumers toward various fragrance products.

The home fragrances market is driven by new aesthetically pleasing products, personalization of products, and usage of natural ingredients such as oils in the products. The market is also witnessing an increased demand for natural essential oils in home fragrance products, which is expected to further drive the growth of home fragrance products during the forecast period.

Scope of the Report

Home fragrance products are made up of different types of aromas, such as eucalyptus, jasmine, and lavender, which help liven up the mood, thereby creating a stress-free environment. The Home Fragrances Market is segmented by Type into Sprays, Diffusers, Scented Candles, and Other Types. By Distribution Channel into Supermarkets and Hypermarkets, Online Stores, Convenience Stores, and Other Distribution Channels, and By Geography into North America, Europe, Asia-Pacific, South America, and the Middle East and Africa. The report offers market size and forecasts in value (USD million) for the above segments.

By Type
Scented Candles
Other Types
By Distribution Channel
Supermarkets/ Hypermarkets
Online Stores
Convinience Stores
Other Didtribution channels
North America
United States
Rest of North America
United Kingdom
Rest of Europe
Rest of Asia-Pacific
South America
Rest of South America
Middle East & Africa
United Arab Emirates
South Africa
Rest of Middle-East & Africa

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Key Market Trends

Growing Emergence of Innovative Products in The Home Fragrances Market

With the increase of startups all over the world, there have been many innovative products being introduced into the market. In the home fragrances market, scented candles are one of the fastest-growing in the home fragrance industry. The demand for scented candles is increasing rapidly, and the growth can be attributed to factors such as increasing demand for aromatherapy, which reduces stress, and the rising use of candles as home decor products. The emergence of customized home fragrance candles has been identified as one of the prominent home fragrance market trends, which is likely to positively influence the market's growth in the upcoming years. Companies are offering customers the freedom to choose the shape, size, color, texture, and fragrances of candles according to their unique tastes and personal preferences. Some vendors also allow customers to add photos and quotes on the containers of candles and choose the desired fragrance.

 home fragrances online

Europe to Dominate During the Forecast Period

Europe held the highest market share in revenue for home fragrances in 2021, and it is expected that the region will continue to maintain its dominance during the forecast period. Some of the major factors attributed to this strong growth are the per capita expenditure for homecare products, such as fragrances, and an increase in the standard of living in the region. Countries such as the United Kingdom and France are driving the regional market due to a demand for home fragrance products. In the United Kingdom, the sales of electric air fresheners, candles, and wax melts increased significantly in the last few years. The products have a higher average selling price and a higher frequency of purchase as well.

Furthermore, people in these countries are frequent buyers of home fragrance products, which is also driving the market in the country. The region is also witnessing an increase in sellers and manufacturers, leading to a rise in the availability of home fragrances in Europe. For instance, companies such as ESTEBAN Paris came up with the idea to refill scented candles, which increases the lifecycle of candles more than regular scented candles. These factors are anticipated to fuel the market growth further in the region.

scented candles industry

Competitive Landscape

The home fragrances market is competitive with the presence of many local and international players, thus making it fragmented. Geographical expansions, new product launches, and mergers and acquisitions are key strategies for companies operating in the global home fragrances market to gain a competitive edge. Some leading market players are S.C. Johnson & Son Inc., Reckitt Benckiser Group PLC, The Procter & Gamble Company, Newell Brands Inc., NEST Fragrances LLC, Illume Inc., Henkel AG & Co., and Beaumont Products Inc.

Recent Development

In 2022, Henkel announced its plans to combine its Laundry & Home Care and Beauty Care businesses into Henkel Consumer Brands. The company immediately began preparations for the integration process to have the new organization in place by the beginning of 2023.

In 2022, P&G's Febreze announced the launch of Ember, a luxurious fragrance that bursts with a sparkling citrus scent and notes of elegant woods.

In 2021, Godrej aer unveiled the Godrej aer power pocket, a power-packed bathroom fragrance line that will replace the company's existing aer pocket line.

Table of Contents


    1. 1.1 Study Assumptions and Market Definition

    2. 1.2 Scope of the Study




    1. 4.1 Market Drivers

    2. 4.2 Market Restraints

    3. 4.3 Porter's Five Forces Analysis

      1. 4.3.1 Threat of New Entrants

      2. 4.3.2 Bargaining Power of Buyers/Consumers

      3. 4.3.3 Bargaining Power of Suppliers

      4. 4.3.4 Threat of Substitute Products

      5. 4.3.5 Intensity of Competitive Rivalry


    1. 5.1 By Type

      1. 5.1.1 Sprays

      2. 5.1.2 Diffusers

      3. 5.1.3 Scented Candles

      4. 5.1.4 Other Types

    2. 5.2 By Distribution Channel

      1. 5.2.1 Supermarkets/ Hypermarkets

      2. 5.2.2 Online Stores

      3. 5.2.3 Convinience Stores

      4. 5.2.4 Other Didtribution channels

    3. 5.3 Geography

      1. 5.3.1 North America

        1. United States

        2. Canada

        3. Mexico

        4. Rest of North America

      2. 5.3.2 Europe

        1. Germany

        2. United Kingdom

        3. France

        4. Russia

        5. Spain

        6. Rest of Europe

      3. 5.3.3 Asia-Pacific

        1. India

        2. China

        3. Japan

        4. Australia

        5. Rest of Asia-Pacific

      4. 5.3.4 South America

        1. Brazil

        2. Argentina

        3. Rest of South America

      5. 5.3.5 Middle East & Africa

        1. United Arab Emirates

        2. South Africa

        3. Rest of Middle-East & Africa


    1. 6.1 Most Active Companies

    2. 6.2 Most Adopted Strategies

    3. 6.3 Market Share Analysis

    4. 6.4 Company Profiles

      1. 6.4.1 C Johnson & Sons Inc.

      2. 6.4.2 Reckitt Benckiser Group PLC

      3. 6.4.3 The Procter & Gamble Company

      4. 6.4.4 Newell Brands Inc.

      5. 6.4.5 Godrej Aer

      6. 6.4.6 The Procter & Gamble Company

      7. 6.4.7 The Estee Launder Companies Inc.

      8. 6.4.8 NEST Fragrances

      9. 6.4.9 Seda France

      10. 6.4.10 Bougle Et Senteur

    5. *List Not Exhaustive


**Subject to Availability

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Frequently Asked Questions

The Home Fragrances Market market is studied from 2016 - 2027.

The Home Fragrances Market is growing at a CAGR of 4.9% over the next 5 years.

Asia Pacific is growing at the highest CAGR over 2021- 2026.

Europe holds highest share in 2021.

S.C. Johnson & Son Inc, Reckitt Benckiser Group plc, The Procter & Gamble Company, Newell Brands, NEST Fragrances LLC are the major companies operating in Home Fragrances Market.

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