What do you consider to be the main trends in the candle industry in your region?
Consumers are using candles increasingly for “self-care” and improving their well-being. This includes aroma therapy, selecting candle fragrances to support relaxation and help with stress reduction. We are also seeing consumers using candles to create or replicate luxury experiences with signature scents in boutiques, hotels, spas and within their home.
How are manufacturers addressing current market challenges, such as rising costs and the availability of raw materials?
Manufacturers always need to adapt to changing market conditions. The goal is to deliver the greatest possible value to consumers. Manufactures are working to reduce costs that do not support the consumer experience and improving efficiency of their manufacturing processes. Innovative new products that deliver more delight can command higher prices.
What strategies are associations implementing to promote innovation and sector growth?
Events like the World Candle Congress are a great example of how we promote innovation and industry growth. Educational and networking events bring the global candle community together, and help the industry overcome shared challenges like changing trends, recent technologies, and geopolitical landscape. The National Candle Association (NCA) works to support a spirit of innovation and growth throughout the year by providing opportunities for members to join educational webinars including sustainability, market data analysis, and consumer trends. We also focused on creating added networking opportunities for members to stay connected throughout the year.
What is your association’s stance on the growing demand for eco-friendly and toxin-free products?
The ever-growing list of ingredients of concern is certainly a big challenge for our industry. Our members are committed to making safe, high-quality products. NCA works hard to ensure our members stay up to date on the latest developments in regulatory changes and media coverage of candles. We are also committed to media monitoring and on-going outreach to correct misinformation, provide sound scientific research and share consumer resources. All that said, it is important to understand questions and concerns related to human health and candle safety are not going away. Our industry should embrace this uncertainty and be prepared to adapt and change as needed.
How do you view cooperation between different associations to strengthen the industry on a global scale?
Our global candle associations have a long and strong history of productive collaboration. It is vital to continue to work together to create consistent safety and quality standards and ensure a vibrant level playing field for our innovative global industry. In addition, NCA constantly looks for other partnership opportunities to add value for our members. Our recent relationship with the International Housewares Association (IHA) via the Candle Pavilion at The Inspired Home Show in Chicago is a notable example of how association partnerships can drive mutual benefits.
What advice would you give to candle manufacturers to adapt to industry changes and remain competitive?
Stay in touch with candle consumers and potential users to understand their changing desires and meet those needs with innovative new products. Always strive to find ways to deliver better, higher quality products while also improving efficiency. Maintain a learning and growth mindset that allows you to take advantage of recent technologies to drive productivity and efficiency. Finally, be agile, and accept that we live in an era of frequent change – including economic and government policies.
