Soy is newest niche in candle category

DSN Retailing Today, April 10, 2006 by Mike Duff

As the home spa category matures, retailers and vendors are developing more evolved approaches to entice consumers. While this continues to include new products with enhanced features, it also means developing products to fit into a wider range of experiences.

A study of the fragrance and candle part of the spa market released last year by analysts Research and Markets noted that more than 80% of adult consumers in the United States bought some kind of home fragrance product in the past year, which today includes candles and candle accessories, sprays, plugs-ins, room fresheners, potpourris, air fresheners and air purifiers.

Soy is the fuel of choice for Kathy Ireland Worldwide. Although it only launched last year, Kathy Ireland announced at the March Housewares Show that the partnership she formed with Hanna's Candles has already celebrated a landmark.

"We just sold our 1 millionth candle," Ireland said.

And Ireland is looking at consumer homes in more than one way. The latest introductions in her namesake line of soy candles--increasingly popular as substitutes for petroleum-based paraffin--come in jars that, when the soy burns away, turn into a spice shaker or a potpourri container.

Candle makers are also finding more ways to fit into occasions. According to Colonial Candle, 91% of U.S. adults say candles are a quick and easy way to create a festive holiday ambiance. For many time-squeezed consumers, candles such as its Provenance collection--which comes packaged in an embossed ivory gift box--have become a grab-and-go gift of choice for many consumers.

"Candles also make the perfect, low-maintenance gift for a holiday party host or hostess," said Michele Redmon, Colonial Candle's vp of marketing.

Consumers are open to trying candles on more occasions, said Kathy Flahavin, president of Er'go, and manufacturers are creating new occasions to build candle sales. Rather than only referencing traditional holidays, Er'go opens things up for year-end with a winter collection that can extend beyond the New Year. "We want to give retailers an opportunity to sell beyond Dec. 25," she said.

Occasions, though, aren't necessarily fixed on a calendar. Consumers have warmed to Er'go's travel tin line of candles. "They want the same experience in hotels they have at home," she said. "Today, you have in the big strip malls, stores doing massage and facials because consumers want the experience on the run."

Essentia, another manufacturer expanding soy offerings, entered the candle business from another aromatherapy sector--essential oils for personal use. "We are producing our products using the most botanically based products we can. Soy candles are one of the newer additions to our product line. We found that soy was available and worked, and so we chose it to complement what else we were doing."