Still Burning Bright

The continuing popularity of candles should come as news to no one; as a home accessory, candles are here to stay. But as the basic candle becomes a purely price-driven commodity, independent retailers can distinguish themselves from the big boxes by offering product that focuses on value-added aspects such as giftable packaging, trusted brands, and innovative trends that have yet to find their way into the mass market.

What are these trends, and how can specialty retailers present customers with the next hot idea in candles? Here are the latest developments manufacturers see burning bright in the candle category.

As busy working people continue to simplify their lives, they're likely to want a few large candles, rather than lots of little ones. As a result, manufacturers are shifting from impulse gifting to a focus on home decor.

"We've had a lot of positive response from home decor-inspired stores," says Allen Dudash, product development manager of Lava Enterprises in San Diego. "A lot of people don't want junk and clutter around the house. They want something that's more substantial — nice, but still affordable — to enhance their home." Lynette Cvikota, director of new product innovation for Blyth HomeScents International in Des Plaines, Illinois, agrees, noting that "enormous" candles are one of many popular niche markets right now.

Lori Klimach, senior vice president of the wholesale division of Yankee Candle offers a slightly different twist on the size issue. While she agrees that consumers are using candles for home decor, she sees today's larger floor plans prompting shoppers to create smaller, cozy spaces within their homes. As part of that trend, jar candles have expanded from their traditional venues in the kitchen and bath to every room of the home. The South Deerfield, Massachusetts-based Yankee Candle, for example, has created Housewarmer Accents candles with removable labels and tumbler styles to complement living areas.

But as big as today's houses are, they're still not big enough to hold all the candles today's shoppers want to burn. Where will they go next? Carrie Redman, public relations director of Northern Lights Candles, Wellsville, New York, sees a lot more outdoor candles, used primarily for deck entertaining. In response, the company has added a new line of decorative citronella candles. "They're not a common pail that you'd buy at Kmart," says Redman. Other outdoor accessories include citronella tea lights and votives, as well as some larger candles with thick rope wicks, so the wind won't blow them out.

Candle manufacturers are also experimenting with innovative textures and shapes, creating and expanding the look and feel of the traditional candle. One trend that's gaining ground in the market is the use of metallic surfaced candles. "In the past, metallics were done solely for Christmas, but now it's really moving into everyday use," says Lava Enterprise's Dudash.

Blyth's Cvikota sees growth in the niche of textured candles. And in still another twist on the importance of outdoor decor, she points to the emergence of "illuminating candles," with high wax walls and recessed wicks that, when burnt, light up like hurricane lanterns.

Though non-candle fragrance delivery systems continue to grow in popularity, they aren't doing so at the expense of candles. Rather, as Klimach explains, consumers are layering fragrances in their homes and gardens, using electric home fragrancers to freshen the air full-time, along with a complementary candle burned in the evening for an extra "kick."

Layered fragrances within a single candle are also popular, according to Carrie Redman. "What we see for the coming year is a lot of fragrance mixtures," she says. "We redid our whole Aroma Zone line to create more fragrance combos, as opposed to straight fragrances. We have mixtures like jasmine and lily, green tea and ginger, and lavender vanilla."

Klimach also says that food fragrances are a mainstay in the candle market, noting that Yankee Candle's hot new fragrances are fruits such as Granny Smith, Juicy Cherry, Sweet Melon, Mandarin Cranberry, Macintosh, and Peach and Pineapple Citrus. "Nature's bounty, and a return to home-grown and farm fresh produce are the drivers" for colors as well as fragrance, says Klimach.

While also citing fine designer and artisan perfumes as influencing home fragrance, Lynette Cvikota agrees that the main trends are foods, flavors, and ingredients. As America's ethnic heritage becomes more diverse, and our experience in restaurants exposes us to flavors from all over the world, it's having an influence on the kind of fragrances people are open to, says Cvikota. "There are interesting combinations of sweet and savory, spicy and floral; there's a great deal more openness to new ideas."

There are few things shoppers like better than the opportunity to express their individuality, and candle manufacturers are getting in on the act. Combining the layering trend with the do-it-yourself ethic, some candle lines are offering varieties designed to be burned together, creating layered scents that the customer can personalize to her own taste.

And the impulse has also carried over into accessories. "People want different, unique ways to display their candles, not just the common ones," says Redman. Display ideas include standard candles in non-standard containers, groupings of varieties with different textures or heights, and coordinating candles on trays supplied by manufacturers. Fortunately, producers are catering to every taste with a wide selection of candle accents.

But nowhere are the niche trends in candles more evident than in color, with Redman citing a softer, more natural color palate and a turn away from brights, while Klimach sees saturated, natural hues gaining in popularity.

It seems that the diversity of the once-humble candle knows no bounds.