Home fragrance has become more and more popular in recent years and people are looking to give a pleasant ambiance to their home or office. Since the health crisis, this booming market reflects the way in which consumers seek to personalize their environment and create a pleasant and relaxing atmosphere. Between the period of January and October 2022, we observe a sales performance which amounts to 158 million euros on the European market.
Nowadays, there are a wide variety of home fragrances available on the market, ranging from sprays and diffusers to scented candles and essential oils. Each type of home fragrance offers a unique scent experience and can help create a different ambiance in the room. The Internet has largely contributed to the evolution of this market and according to the study carried out by Clustaar, approximately 288,270 searches are carried out per month in the scent categories (candles, diffusers, perfumes, etc.) by typing keywords such as “artisanal candle” or “Mother’s Day candle”.
We notice that users are particularly sensitive to artisanal products but also to DIY, a trend which consists of making or repairing everyday objects yourself.