Sales of prestige candles, diffusers and room fresheners increased before and as the UK entered lockdown, according to The NPD Group. In March 2020, sales of prestige room fresheners increased 37%, sales of prestige candles increased 6%, and sales of prestige diffusers increased 3%, compared to the same period in 2019. This indicates that consumers were stockpiling these products in advance of the UK lockdown as the COVID-19 pandemic spread across the country.
In the week beginning 12th April 2020, sales of prestige candle increased 1% on the same period in 2019, demonstrating that scented candles remain an important part of the home cocooning ritual for consumers.
Popular candle scents during March 2020 include traditional English spring-time fragrances such as: Cherry Blossom, Rhubarb and Rose. Candles infused with blends of essential oils were also popular, especially oils that are renowned for boosting the mood like Sandalwood, Lavender, Ylang Ylang and Patchouli.
“The increase in sales of home scents prior to the UK lockdown demonstrates how important home comforts are to us. We have seen from our data that consumers are increasingly turning to self-care to improve wellbeing during the COVID-19 pandemic. People are utilising scents to create a calming ambiance while confined at home during this period of uncertainty.” said Emma Fishwick, account manager, NPD UK Beauty.