The candle industry is undergoing a significant transformation driven by changes in consumer behavior, economic challenges, and a growing focus on sustainability. To better understand this evolution, we spoke with three industry leaders: Steve Horenziak, President of the National Candle Association (NCA); Fiona Hamilton-Fox, President of the European Candle Manufacturers Association (ECMA); and Amilcar Lusinchi, President of the Latin American Candle Manufacturers Association (ALAFAVE).
Consumer Trends: Well-being and Transparency
Candle use has shifted from being purely decorative to a symbol of well-being and self-care. Consumers are increasingly seeking products that promote calm and relaxation, especially after the COVID-19 pandemic. Steve Horenziak states: “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.” In Latin America, candle consumption still maintains a strong spiritual component, although the use of decorative and scented candles is on the rise. Amilcar Lusinchi notes that the challenge is connecting tradition and modern trends in the product offering. In Europe, transparency is becoming a key priority as consumers increasingly demand detailed information about ingredients and sustainability. Hamilton-Fox emphasizes that the rise in regulatory requirements compels the industry to provide thorough information about ingredients and their origins.
Market Challenges: Costs and Competition
Rising production costs and the scarcity of raw materials are common challenges in the industry. Steve Horenziak emphasizes that manufacturers must continuously adapt by optimizing processes and focusing on delivering value to the consumer. Innovative products that enhance the experience can justify higher prices. Fiona Hamilton Fox highlights the importance of maintaining a satisfied workforce and the need for a strong supply chain to ensure the constant availability of raw materials. Meanwhile, Amílcar Lusinchi underscores that, in Latin America, consumer sensitivity to price increases represents a significant challenge. This has driven manufacturers to improve their internal processes and establish long-term alliances with suppliers to optimize production and distribution costs.
Innovation, Cooperation, and Sustainability: Keys to Growth
Associations play a crucial role in driving innovation and promoting sustainable growth in the candle industry. According to Horenziak, creating collaborative spaces like the World Congress is key to fostering idea exchange and strengthening the sector. Hamilton-Fox emphasizes the importance of maintaining constant communication with members to share technical solutions and anticipate regulatory changes. Lusinchi points out that ALAFAVE has promoted training spaces for its members, covering topics from technical and regulatory matters to marketing and artificial intelligence, always highlighting the importance of sustainability.
Today, sustainability is a clear consumer demand, with consumers expecting high-quality products made from safe ingredients. Horenziak emphasizes the commitment of its members to these principles, while Lusinchi highlights that ALAFAVE promotes the use of suitable raw materials and participates in technical studies to assess product safety and environmental impact. Hamilton-Fox notes that the adoption of eco-friendly practices must be gradual and realistic to ensure long-term viability.
A Collaborative Future
In an ever-changing world, international cooperation is not just a strategy, but a fundamental necessity to face current and future challenges. As Horenziak puts it: The candle industry, like many others, must transcend borders and work together to establish common standards that ensure safety and quality. Lusinchi emphasizes the urgency of consolidating global programs that boost competitiveness through the exchange of effective solutions. Long-term success will depend on our ability to adapt and maintain a genuine connection with the consumer. Innovation must be constant, sustainability unwavering, and international collaboration strategic. Only in this way can the industry not only face the challenges ahead but also seize the opportunities that arise along the way. The future belongs not to those who resist change, but to those who lead it. The willingness to innovate, cooperate, and build a sustainable model will make the difference between stagnation and progress toward a brighter, more balanced future.
