Best Kept Secrets - Scent Survey 2014

Best Kept Secrets Candles have commissioned their second annual Candle Scent Survey for 2014, 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 throughout February and March 2014, with 167 respondents to the online research. The headline findings of the research suggested the following:

• Fresh Lavender is the most popular scent for a candle (13% rated this in their top 3 candle fragrances)
• The Floral range of Scented Candle Tins offer the best overall scent (20% rated this as their top range of scented candle)
• Scent fragrance and Candle burn remain the most important feature in a scented candle tin. However the aesthetic appeal of a candle and the use of candle decoration is becoming an increasingly significant factor in purchasing a candle.

Purchases from stores remain the strong preference among customers, and despite strong increasing market share of online sales, customers still make a strong impulse purchase when selecting a candle.

Alan Edwards from Best Kept Secrets commented on the survey: ‘We wanted to see if peoples tastes and preferences in candle purchases had changed over the last 12 months and just like fashion, there is a positive move in terms of fragrance. The traditional candle fragrances are extremely popular and unlike our 2013 survey which featured smoothie scented candles and more exotic scents, this year has a strong floral theme. It is quite refreshing to see product ranges like our sparkling and smoothie range still feature so prominently in the research, but with traditional scents dominating the top spots.’

‘We have also committed our efforts in the last year to the look of our products and that reflects well in the research with an increasing number of customers looking for aesthetically different candles. We have focused on sprinkles and decorations and have launched a new and improved glass candle range to meet the needs of customers who want a highly decorative candle, for display purposes.’

Full survey results are available on request and a report on the market preferences will be available online in June 2014. 

Mark Carton

markcarton@icloud.com 

07891 851399

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.       

Tags: