Home Fragrance Candle Brand Proliferation Acceleration
Direct-to-consumer candle brands are launching at an unprecedented rate, with several hundred new home fragrance brands entering North American and European markets over the past three years alone, each specifying straight sided jars with decorative finishes rather than standard utilitarian formats. This proliferation is pulling manufacturing capacity toward smaller, more customized production runs that reward manufacturers with flexible mold tooling and faster changeover capability, a meaningful departure from the long, standardized runs that defined the category for decades nationwide broadly today overall now industry wide broadly today overall now today.
Market Impact: 20 percent price premium gain








