Europe, Middle East & Africa Outdoor Candle Market Value Chain Analysis By 2028

Europe, Middle East & Africa Outdoor Candle Industry Overview

Europe, Middle East & Africa outdoor candle market size was valued at USD 459.6 million in 2020 and is expected to grow at a compound annual growth rate (CAGR) of 3.9% from 2021 to 2028. The high demand for outdoor candles as a means of enhancing the aesthetics and ambiance of outdoor spaces, especially among millennial households, is anticipated to drive the market. Beauty retailers, independent brands, and fashion houses have been introducing innovative products to constantly capture new customers and retain existing ones. Over the past few years, there has been a rise in the commercial utility of outdoor candles, with numerous spa and massage centers using scented candles for a soothing effect.

The popularity of outdoor spas and aromatherapy can be attributed to the growing trend of consumers wishing to connect to nature and the outdoors, thereby generating strong product demand. Candle therapy, for instance, has been gaining much popularity as these products are known to relieve back pain, osteoarthritis, headache, and anxiety. In addition, restaurants and fine dining spaces have been increasingly using the products to create a beautiful and aromatic ambiance.

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Outdoor candles have a great significance in celebrations, religious ceremonies, get-togethers, and festivals. They not only provide lighting and create a beautiful ambiance for the festival season but can also have a calming effect on the mind. According to a blog post by Affiliate UNguru, 35% of all candle sales take place during the Christmas season. Moreover, theme-based outdoor parties, events, and weddings have been contributing to the product demand.

The rising number of spas and wellbeing centers across the EMEA region is also driving the growth of the market. Increasing investments by resorts and hotels in outdoor spa treatments and other wellbeing facilities are presenting an opportunity to the market. For instance, the Lepa Vida Thalasso Spa in Slovenia offers traditional outdoor thalassotherapy. The treatment involves mud from salt pans, swimming in brine, a sea-salt peeling treatment, and hand massages at the Sečovlje Salt Pans.

The rising demand for indoor and outdoor air fresheners during the pandemic to create new and luxurious settings at home has positively impacted the market growth. According to May 2020 data from the NPD, the sales of prestige candles rose 6% in the U.K., compared to the same month in 2019. Candles infused with blends of essential oils, especially the ones that are known for elevating the mood like sandalwood, lavender, ylang-ylang, and patchouli, also have high demand.

The ongoing crisis has also driven the demand for candles at religious places, memorial services, and community gatherings. For instance, in March 2020, a large group of people in France expressed their grief and support in the fight against coronavirus by lighting candles. Similarly, according to data from the Robert Koch Institute, a German woman has been lighting a candle in her garden for every person who died from Covid-19 in Germany. On May 19, 2020, she lit nearly 8,000 candles. Such practices and gestures are likely to spur the uptake of various types of candles.

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Candle Market - The global candle market size was valued at USD 3.45 billion in 2018. High consumption of candles as an aesthetic-appealing product among female millennials for household application is anticipated to drive the growth.

Wax Market - The global wax market size was valued at USD 9.8 billion in 2021 and is anticipated to expand at a compound annual growth rate (CAGR) of 4.3% from 2022 to 2030.

Europe, Middle East & Africa Outdoor Candle Industry Segmentation

Grand View Research has segmented Europe, Middle East & Africa outdoor candle market on the basis of wax type, distribution channel, and country:

EMEA Outdoor Candle Wax Type Outlook (Revenue, USD Million, 2016 - 2028)

• Paraffin Wax
• Soy Wax
• Bees Wax
• Palm Wax
• Others

EMEA Outdoor Candle Distribution Channel Outlook (Revenue, USD Million, 2016 - 2028)

• Online
• Offline

EMEA Outdoor Candle Country Outlook (Revenue, USD Million, 2016 - 2028)

• Germany
• U.K.
• France
• South Africa

Market Share Insights:

May 2020: Data from the NPD, the sales of prestige candles rose 6% in the U.K., compared to the same month in 2019.

Key Companies profiled:

Some prominent players in Europe, Middle East & Africa Outdoor Candle Industry include

• The White Company
• Stennah & Hope Ltd.
• Scent Perfique
• Duffy and Scott Candlemakers Ltd.
• Engles Kerzen
• Gala Group GmBH

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Europe, Middle East & Africa Wax Melt Market Is Expected To Expand At A CAGR Of 11.9% By 2028

Europe, Middle East & Africa Wax Melt Industry Overview

Europe, Middle East & Africa wax melt market size was valued at USD 1.10 billion in 2020. It is expected to expand at a compound annual growth rate (CAGR) of 11.9% from 2021 to 2028. The rapid development of the residential and commercial sectors leads to an increased demand for wax melts to add instant warmth and aroma to the atmosphere of any room. The wax melts market is expected to grow on account of the increasing demand for effective, cost-efficient, and safer products. Over the past few years, key players have developed new and innovative products that specifically cater to the various needs of consumers. Major players have launched new wax melts aimed at specific demographics rather than the general consumer pool.

For instance, in January 2020, Febreze launched three new scents: Forest, Wood, and Ocean that take cues from nature and are more refined and subdued. The new Forest, Wood, and Ocean scents from Febreze are for people who want more modern, updated smells beyond the traditional flower varieties. They are available nationwide in a variety of Febreze products such as Air, Plug, Fabric, Wax Melts, and Car.

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Wax melts are becoming more and more popular and now many consumers favor them over candles to make their homes smell beautiful. Wax melts do not have a wick, nor do they require a flame, like candles. Wax melts are usually warmed in an electric wax melt warmer containing a small 15-watt light bulb that is included at the base of the warmer. The light bulb provides just enough heat to warm the wax melts, tarts, or cubes, releasing the scent in as little as 5 to 10 minutes. The National Fire Protection Association estimated that from 2009 to 2013, fires related to candles caused an estimated USD 374 million in direct property damage. Decorative candles are appealing, but the exposed flame poses the risk of something else catching fire by accident.

In developed countries across EMEA, the COVID-19 lockdown has left most consumers confined to their homes, thus, generating the demand for home fragrances such as wax melts. Since several people are working from home, they are interested in both cleanliness and creating a pleasant home environment. This has prompted the sales of home fragrances such as wax melts. In the U.K. one-third of the purchases were made in the home category.

Several raw material suppliers for wax melts are reporting punishing, double-digit drops in sales and earnings as the COVID-19 pandemic caused demand for their material to dry up. However, leading players such as Givaudan and Symrise, in the flavor and fragrance industry are witnessing a surge in both sales and earnings. Sales fell only modestly at International Flavors & Fragrances. It turns out that the demand for consumer products and their ingredients got held up during the pandemic and in many cases even grown.

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Wax Melts Market - The global wax melts market size was estimated at USD 2.02 billion in 2015 and is expected to grow on account of rising focus on the longevity of fragrances.

Wax Market - The global wax market size was valued at USD 9.8 billion in 2021 and is anticipated to expand at a compound annual growth rate (CAGR) of 4.3% from 2022 to 2030.

Europe, Middle East & Africa Wax Melt Industry Segmentation

Grand View Research has segmented Europe, Middle East & Africa wax melt market on the basis of type, pack, and country:

EMEA Wax Melt Type Outlook (Revenue, USD Million, 2016 - 2028)

• Pressed Wax Melt
• Poured Wax Melt

EMEA Wax Melt Pack Outlook (Revenue, USD Billion, 2016 - 2028)

• Single Pack
• Multi-Pack

EMEA Wax Melt Country Outlook (Revenue, USD Billion, 2016 - 2028)

• Germany
• U.K.
• France
• South Africa

Market Share Insights:

January 2020: Febreze launched three new scents: Forest, Wood, and Ocean that take cues from nature and are more refined and subdued.

Key Companies profiled:

Some prominent players in Europe, Middle East & Africa Wax Melt Industry include

• Kerax Limited
• P&G
• Arran Aromatics
• Aroma Works
• Best Kept Secrets
• Breeze Candles
• Canova
• Charles Farris
• Sonneborn
• Cereria Ronca Srl

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