Global Home Fragrance Market Size, Share Analysis Report, 2024-2032
Global Home Fragrance Market Size, Share Analysis Report, 2024-2032

Home Fragrance Market Share, Size, Trends, Industry Analysis Report, By Product (Scented Candles, Sprays, Essential Oils, Incense Sticks), By Distribution Channel, By Region, And Segment Forecasts, 2024 - 2032

  • Published Date:Jan-2024
  • Pages: 114
  • Format: PDF
  • Report ID: PM3704
  • Base Year: 2023
  • Historical Data: 2019-2022

Report Outlook

The global home fragrance market was valued at USD 13.17 billion in 2023 and is expected to grow at a CAGR of 4.50% during the forecast period.

The market is experiencing growth due to increasing consumer interest in home decor, creating a pleasant ambiance, and the rising popularity of aromatherapy. Additionally, consumers' growing disposable income drives them to purchase a wide range of fragrance products. The industry's expansion is fueled by the introduction of visually appealing products, customization options, and natural ingredients such as oils. The COVID-19 pandemic has also heightened consumer concerns about hygiene, impacting the packaging and delivery of home fragrance items. Companies are adapting by implementing safety measures like contactless delivery and enhanced sanitation practices to address these concerns and reassure customers.

Home Fragrance Market Size

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The home fragrance industry is witnessing a surge in the popularity of essential oils, driven by consumer preferences for natural and holistic products. Essential oils are believed to have therapeutic properties that promote relaxation and well-being, resonating with consumers. Additionally, there is a growing demand for unique and innovative fragrances in home fragrance products. Companies are actively developing new scent combinations that offer distinctive and captivating aroma profiles. An interesting trend in this regard is blending unexpected scents, such as coffee and leather, resulting in unique and appealing fragrance options for consumers.

The awareness and popularity of home fragrances have been significantly enhanced through various media channels such as YouTube and television commercials. This increased exposure has been vital in driving the industry's growth. An example of this is the marketing campaign launched by Godrej Aer in 2022. The "If Bathrooms Could Talk" campaign was specifically created to promote the "Godrej Aer Power Pocket" collection of bathroom fragrances. To make the campaign visually captivating and engaging, innovative graphics & animation techniques were utilized. The concept for the campaign was developed by Creativeland Asia, resulting in an aesthetically pleasing and attention-grabbing TV commercial that effectively captured the interest of consumers.

Industry Dynamics

Growth Drivers

Technological Advancement lead the market

Integration of technology is emerging as a prominent trend in the home fragrance industry, with companies actively working on products that can seamlessly integrate with smart home technology. This development enables consumers to have greater control over their home fragrance experience. One notable example is the development of scent diffusers that can be conveniently controlled through smartphone applications. This innovative feature allows users to adjust the intensity of the scent and schedule fragrance delivery according to their preferences. An illustration of this trend is the launch of Air Wick's scented oil diffuser in March 2020, which utilizes Bluetooth connectivity and can be operated using an iPhone, providing users with a technologically advanced and customizable home fragrance solution.

Home Fragrance Market info

Report Segmentation

The market is primarily segmented based on Product, Distribution Channel, and region.

By Product

By Distribution Channel

By Region

  • Scented Candles
  • Sprays
  • Essential Oils
  • Incense Sticks
  • Others
  • Supermarkets & Hypermarkets
  • Specialty Store
  • Convenience Stores
  • Online
  • Others
  • North America (U.S., Canada)
  • Europe (France, Germany, UK, Italy, Netherlands, Spain, Russia)
  • Asia Pacific (Japan, China, India, Malaysia, Indonesia. South Korea)
  • Latin America (Brazil, Mexico, Argentina)
  • Middle East & Africa (Saudi Arabia, UAE, Israel, South Africa)

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By Product

Sprays segment held the significant market share in 2022

The spray segment held a significant market share. Home fragrance sprays have maintained their popularity among consumers for an extended period. These products offer a convenient and efficient way to instantly enhance the ambiance of a room with a burst of delightful fragrance. While the demand for home fragrance sprays has remained relatively stable over time, slight fluctuations can occur due to evolving consumer preferences and shifts in market trends.

The scented candles segment is anticipated to grow at a considerable growth rate over the study period. Consumers highly favor scented candles due to the wide array of fragrance options available. Whether it is floral, fruity, or spicy scents, there is a diverse range to cater to different preferences and personal tastes. Additionally, scented candles have gained popularity as gift items, particularly during the holiday season. They are often chosen as thoughtful presents for hosts, housewarmings, or as tokens of appreciation. The increasing demand for scented candles in various gifting scenarios has significantly contributed to the overall growth of this segment.

By Distribution Channel

Supermarkets segment is projected to hold substantial market share during forecast period

The supermarket segment is projected to account for a substantial market share in revenue over the anticipated period. For several reasons, supermarkets and hypermarkets play a crucial role in the home fragrance industry. Firstly, these retail outlets offer various home fragrance products, allowing consumers to choose from diverse options. Secondly, supermarkets and hypermarkets often provide competitive prices, making the products more affordable and appealing to consumers. Furthermore, supermarkets and hypermarkets promote and raise awareness about home fragrance products through marketing and advertising campaigns, thereby driving consumer interest and sales.

The online channel segment is expected to grow at the fastest rate. These channels are expected to be crucial to the market's expansion. Bath & Body Works, for example, showcases a wide range of home fragrance products, including candles, room sprays, and diffusers, on its user-friendly e-commerce website. The website offers a seamless shopping experience, featuring intuitive navigation, detailed product descriptions, and customer reviews to aid consumers in making informed purchasing decisions. This online platform caters to consumers' evolving preferences, who seek convenience, variety, and ease of shopping when it comes to home fragrance products.

Home Fragrance Market Size

Regional Analysis

APAC region dominated the global market in 2022

APAC region dominated the global market with a substantial share. This growth can be attributed to the rapid economic development of emerging economies like India, China, and Australia. Furthermore, home fragrance products hold significant cultural and traditional value in many countries. For instance, incense sticks and scented oils are widely used in religious ceremonies and rituals, ingrained in the local customs and traditions.

This cultural significance, coupled with the region's increasing disposable income and changing consumer preferences, drives the market demand for home fragrance products. As a result, the region is expected to experience substantial expansion in the home fragrance industry during the forecast period.

Europe will likely emerge as the fastest-growing region with a healthy CAGR during the projected period. The region's consumers increasingly prioritize their health and wellness, leading to a growing demand for home fragrance products that promote a sense of well-being. Moreover, the trend of urbanization in Germany has resulted in an increased number of small living spaces, such as apartments and condos. Home fragrance products play a crucial role in creating a pleasant and relaxing atmosphere in these compact environments. As a result, the demand for home fragrance products has witnessed significant growth in Germany.

Home Fragrance Market Sze

Competitive Insight

The Home Fragrance market is fragmented and is anticipated to witness competition due to several players' presence. Major service providers in the market are constantly upgrading their technologies to stay ahead of the competition and to ensure efficiency, integrity, and safety. These players focus on partnership, product upgrades, and collaboration to gain a competitive edge over their peers and capture a significant market share.

Some of the major players operating in the global market include:

  • Bath & Body Works.
  • Bougie & Senteur
  • Estee Lauder
  • NEST Fragrances
  • Newell Brands
  • Procter & Gamble
  • Reckitt Benckiser
  • Scent Air
  • Seda France
  • Voluspa

Recent Developments

  • In April 2023, Friday Collective, a brand under Newell Brands, recently unveiled three new exclusive scents: "Free To Be," "Sunroof's Open," and "Free Spirit." These scents were introduced as part of the brand's collection available at Target. Known for its bold and vibrant lifestyle products, Friday Collective offers a range of scented candles that evoke optimism and joy.
  • In December 2022, Cycle Pure Agarbathies, through its lifestyle and health division IRIS Home Fragrances, unveiled an exciting addition to its product lineup—the glitter collection, just in time for the festive season. This new collection is designed to add sparkle and cheer to the Christmas season.
  • In October 2022, introducing a new line of scented candles, Shefar presents the Liela Candle and Mullan Candle. These meticulously crafted candles are designed to provide a captivating fragrance experience while ensuring optimal burning performance. These candles are meticulously formulated with a precise blend of ingredients, carefully calibrated to maintain the potency of the fragrance. This thoughtful composition enhances the aromatic experience and ensures efficient combustion, resulting in a clean and long-lasting burn.

Home Fragrance Market Report Scope

Report Attributes


Market size value in 2024

USD 13.74 billion

Revenue forecast in 2032

USD 19.59 billion


4.50% from 2024 – 2032

Base year


Historical data

2019 – 2022

Forecast period

2024 – 2032

Quantitative units

Revenue in USD billion and CAGR from 2024 to 2032

Segments covered

By Product, By Distributing Channel, By Region

Regional scope

North America, Europe, Asia Pacific, Latin America; Middle East & Africa


Report customization as per your requirements with respect to countries, region and segmentation.


key companies in home fragrance market are Bath & Body Works., Bougie & Senteur, Estee Lauder, NEST Fragrances, Newell Brands.

The global home fragrance market is expected to grow at a CAGR of 4.5% during the forecast period.

The home fragrance market report covering key segments are Product, Distribution Channel, and region.

key driving factors in home fragrance market are increasingly prioritizing their health and wellness.

The global home fragrance market size is expected to reach USD 19.59 billion by 2032.