The increasing popularity of home fragrances in recent years has transformed essential air care solutions into luxurious, decorative items, present in every corner of our homes: from desktop candles to scented sachets in closets.
According to Fortune Business Insight, the home fragrance market has been growing at an exponential rate, from almost $23 billion in 2019 to an expected $28 billion by 2027.
Another trend spotter, Google Trends estimated that from March 2020 to March 2021, searches for “room diffuser” increased by 120%.
The growth of this market is not only reflected in the quantitative data, but in the shift towards market trends and consumer needs. Consumers are shifting from traditional, purely functional products, such as candles and reed diffusers, to highly sophisticated, undoubtedly more advanced designs, with low-maintenance and scent lasting for weeks.
This evolving trend has caused home decor to switch from products with a nice-smell towards essential decorative elements. Home fragrances are being considered as premium items and are being associated with the world of fine perfumery. Customers are now moving away from classic, mononote scents – coconut, citrus, ocean – to more complex scents – wood fire, amber, sandalwood or wild bamboo.
Throughout the pandemic, consumers have been looking to apply a certain control over their personal spaces and sensorial experiences, and scents have acted as a portal to do so. They have enabled individuals to be transported to happier times and places.
This trend has been defined as scent-scaping, and has been used by people to divide spaces through different scents, each reminiscent of a pleasant memory.