Best Kept Secrets - Scent Survey 2013
Best Kept Secrets Candles have commissioned their first ever Candle Scent Survey for 2013, to find out which scents are the nation’s favourites and which qualities in a scented candle matter most. With overall growth last year for Best Kept Secrets at a record level, the company embarked on a significant piece of research to find what people love about scented candles.
The research was conducted independently via email in January and February 2013, with 782 respondents to the online research. The headline findings of the research suggested the following:
- Watermelon is the most popular scent for a candle (16% rated this in their top 3 candle fragrances)
- The Smoothie range of Scented Candle Tins offer the best overall scent (23% rated this as their top range of scented candle)
- Scent fragrance and Candle burn were rated equally as the most important feature in a scented candle tin
- Candles are now rated 2ndout of 10 gift purchases when ranked in order or preference, with only cosmetics rated as a more popular gift for under £15.00, and candles rating higher than other product categories including alcoholic beverages and clothing accessories.
Purchases from stores as opposed to online was one of the surprising preferences, and despite strong growth in online sales, customers still like to touch and feel a purchase like a candle when making a purchase.
Alan Edwards from Best Kept Secrets commented on the survey: ‘We wanted to get some independent view on the product range, and this type of survey generates so much more of an insight. The traditional candle fragrances are being quickly overtaken by more contemporary and exotic fragrances. It is quite refreshing to see product ranges like our sparkling and smoothie range come out as so popular in the research. We have also committed our efforts to the personal service we offer independent shops and retailers, and this is paying dividends as it appears that people still prefer to buy their products in person.’
Full survey results are available on request and a report on the market preferences will be available online.
Mark Carton
0191 5641444
Best Kept Secrets offer superb handmade scented candles, candle tins and soaps for every occasion. There is a choice of more than fifty fragrances, all skilfully blended to delight your senses. New to the range are Rattan Reed Diffusers and Classic Glass Candles using eight of our top selling fragrances.
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