What do you consider to be the main trends in the candle industry in your region?
Candle consumption in our region is strongly influenced by religious practices and beliefs prevalent in our countries. However, there is a growing trend of using candles for well-being and home ambiance, which has led to an increasing demand for scented candles.
Niche markets are also on the rise. Candles whose main value comes from artisan-made containers, customized packaging for small-scale productions, and collaborations with brands from other categories are trends that are beginning to emerge sporadically in some countries in our region.
Additionally, the rise of home-based businesses, fueled by social media, has increased the visibility and consumption of candles, although it poses challenges in terms of competition and quality for established manufacturers.
How are manufacturers addressing current market challenges, such as rising costs and the availability of raw materials? Continual research into manufacturing processes to help mitigate rising costs.
Continual research into manufacturing processes to help mitigate rising costs.
This is a major challenge, particularly for manufacturers in Latin America, where consumers are highly sensitive to price increases. However, this has driven the need to improve internal processes to optimize production and distribution costs, as well as to establish long-term partnerships with suppliers. In this regard, industry associations and events like the World Candle Congress are great support for manufacturers.
What strategies are associations implementing to promote innovation and sector growth?
ALAFAVE has always promoted training opportunities for all its members as a way to provide tools that support growth. In the beginning, the focus was mainly on technical topics aimed at improving product quality and providing access to innovations from global suppliers. Later, managerial and business-related training was added. Recently, topics related to marketing, artificial intelligence, and sustainability have captured our attention.
We are constantly working to give visibility to supplier innovations, study consumer trends, and inform our members about new marketing and commercialization strategies.
What is your association’s stance on the growing demand for eco-friendly and toxin-free products?
At ALAFAVE, we actively promote the manufacturing of products that prioritize consumer safety. We recognize the growing demand for eco-friendly and toxin-free products and therefore encourage the use of suitable raw materials for candle making. We also participate in periodic technical studies conducted by universities and certified laboratories to better evaluate and understand the variables related to the safety and environmental impact of our products.
How do you view cooperation between different associations to strengthen the industry on a global scale?
It is essential for the three associations to work together on a common program of activities to strengthen our industry and generate a more global impact. From educational campaigns on candle safety, commissioning scientific studies to evaluate new raw materials, engaging collectively in corporate social responsibility projects, to promoting our products as solutions to some of society’s needs—these joint efforts help improve the perception and value of our industries worldwide.
What advice would you give to candle manufacturers to adapt to industry changes and remain competitive?
First and foremost, constantly monitor the consumption habits of your customers—understand why they buy and through which channels. From there, design your value proposition and offer products that meet a real need of your target customer.
It is also crucial to work internally to optimize manufacturing and distribution costs. Trade barriers between countries are now less restrictive, and manufacturers must be prepared to compete with economies that have lower costs. This makes brand positioning all the more important.
Attending global or regional trade shows—such as those organized by ALAFAVE, ECMA, and NCA—is a great way to stay informed on trends, discover innovations, develop new supplier relationships, and learn from manufacturers in other regions who may offer ideas that can be adapted in your own company.
