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Scented candles have become a popular consumer product in recent years, primarily due to the following factors:
1. Consumption Upgrade and Improved Quality of Life
With the increase in per capita disposable income, consumers' pursuit of quality of life has shifted from "necessities" to "enjoyment products." Scented candles, because they create a comfortable atmosphere and enhance
the home experience, have gradually transitioned from a "luxury" to a "lifestyle necessity." Especially in the post-pandemic era, with more people spending time at home, consumers are turning to aromatherapy products to
relieve stress and improve their mood.
2. Emotional Healing and Mental Health Needs
Modern life is accelerating, and young people face significant work and life pressures. Research shows that the sense of smell influences up to 75% of mood. Scented candles, with scents like lavender and citrus, help relax
the mind and body and improve sleep, becoming a key vehicle for creating an "emotional comfort zone." Consumers view them as a form of "spiritual healing," even believing they "can more easily achieve a sense of
happiness than being in a relationship."
3. Diversified Application Scenarios
The use of scented candles has expanded from the traditional bedroom to the living room, office, car, and other areas, meeting the needs of diverse scenarios. For example, in-car aromatherapy and yoga aromatherapy
have become emerging growth areas, while limited-edition holiday items (such as Christmas and Valentine's Day) have also driven seasonal consumption.
4. Driven by environmental and health trends
Consumer preference for natural ingredients and environmentally friendly materials has grown significantly. Sustainable materials such as soy wax and beeswax are replacing traditional paraffin wax, and fragrance-free
products are becoming increasingly popular. Eco-friendly packaging and low-carbon production concepts have further attracted sustainability-conscious consumers.
5. Social media marketing and the influence of brand awareness
Platforms such as TikTok and Xiaohongshu have accelerated the popularity of scented candles through influencer marketing and DIY challenges. For example, crystal scented candles went viral due to short videos,
with a single video receiving over 16 million views, driving a surge in sales. Major e-commerce promotions (such as Singles' Day and 618) have further fueled consumer enthusiasm.
6. Personalization and the rise of national fashion culture
Consumer demand for unique fragrances (such as woody and marine notes) and customized products has increased, with sales of niche fragrances increasing by 40% year-on-year. At the same time, the return of
traditional cultural elements like "Chinese incense" like lilies and ambergris has attracted younger consumers, leading to a 280% month-over-month increase in related orders.
In short, the booming sales of scented candles are the result of a combination of consumer upgrades, emotional needs, expanding usage scenarios, environmental trends, social media marketing, and cultural identity.
It is expected that with the deepening of smart home integration (such as smart aromatherapy devices) and cross-industry collaborations (such as beauty collaborations), the market will continue to maintain rapid growth.
