Europe, Middle East & Africa Wax Melt Market Is Expected To Expand At A CAGR Of 11.9% From 2021 To 2028
Europe, Middle East & Africa Wax Melt Industry Overview
Europe, Middle East & Africa wax melt market size is anticipated to reach USD 2.71 billion by 2028, according to a new report by Grand View Research, Inc. It is expected to expand at a CAGR of 11.9% from 2021 to 2028. Wax melts are becoming more and more popular and now many consumers favor them over candles to make their homes smell beautiful. Wax melts do not have a wick, nor do they require a flame, like candles.
Wax melts are usually warmed in an electric wax melt warmer containing a small 15-watt light bulb that is included at the base of the warmer. The light bulb provides just enough heat to warm the wax melts, tarts, or cubes, releasing the scent in as little as 5-10 minutes. The National Fire Protection Association estimated that from 2009 to 2013, fires related to candles caused an estimated USD 374 million in direct property damage. Decorative candles are appealing, but the exposed flame poses the risk of something else catching fire by accident.
Several factors affect both the average burn time of candles and wax melts, such as type of wax, amount of fragrance oil and size of candle or wax melt. Wax melts are preferred over candles for their burn time. The average burn time of a 16-oz candle jar is expected to be anywhere between 60 and 84 hours, i.e. about 5 hours of burn time per ounce. On the other hand, 8-oz. wax melts have an average of 225 hours of burn time, which breaks down to 28 hours of burn time per ounce.
Perceived as safe due to the absence of an exposed flame and popular for their unique capability to create personalized fragrance combinations, wax melts have been enjoying double-digit growth since 2007. In 2013, the category was primarily driven by new entries from S.C. Johnson who recorded sales of nearly USD 20 million, Procter & Gamble who extended Febreze into wax melts, and several smaller marketers who joined the category.
By product, pressed wax melt will grow at the fastest CAGR over the forecast period. Compared to the pouring process, pressed wax melts can be produced in large quantities through extrusion molding, which drastically brings down the overall cost of manufacturing. Moreover, most consumers in the U.K. purchase these products from supermarkets, where the availability of pressed wax melt is greater than poured wax melt. There are several players manufacturing pressed and poured wax melt in Germany. The market is dominated by pressed wax melts due to their easy availability and low cost as compared to poured wax melts. Pressed wax melts are commonly found in the form of scented cube air fresheners, with the process being prominently used by companies such as P&G (Febreze) and SC Johnson (Glade wax).
Multipack segment is the largest and fastest-growing segment for distribution channels. There is a rise in demand for aromatherapy and spa treatments and wax melts help in creating a relaxing atmosphere. Tourism has also increased in EMEA countries. The hospitality sector such as hotels, spas, and restaurants purchase multi-packs of wax melt to cater to the needs of their consumers.
Europe, Middle East & Africa Wax Melt Market Segmentation
Grand View Research has segmented Europe, Middle East & Africa wax melt market on the basis of type, pack, and country:
Based on the Type Insights, the market is segmented into Pressed Wax Melt, and Poured Wax Melt.
- The segment is estimated to grow steadily during the forecast period. Hand-poured wax melts are a domain of artisanal companies that use soy wax or beeswax as the key raw material (as compared to paraffin wax being dominant in pressed wax melts) and are more prominent across Europe than in other parts of the world due to local heritage associated with the pouring and rolling process of wax melts.
- The pressed wax melt segment is expected to register a CAGR of 12.5% from 2021 to 2028. Poured wax melt requires more manpower and time, and, hence, needs a lot more investment and time than needed for the pressed wax melt process to manufacture the melts. Manufacturers prefer the pressing process for producing wax melt as mass production enables them to save both cost and time.
Based on the Pack Insights, the market is segmented into Single Pack, and Multi-Pack.
- The multi-pack segment dominated the market with a share of 77.4% in 2020. Owing to the rise in tourism that has led to an increase in the demand for multi-pack wax melts. There is a rise in demand for aromatherapy and spa treatments and wax melts help in creating a relaxing atmosphere.
- The single pack segment is estimated to expand at a CAGR of over 11% from 2021 to 2028. The segment accounted for a share of around 20% in 2020. Consumers, especially millennials, prefer environment-friendly products. Many consumers prefer to buy single packs of wax melts to try new fragrances.
Key Companies Profile & Market Share Insights
The EMEA wax melts market is characterized by the presence of various well-established players such as Kerax Limited, P&G, Aroma Works, and Sonneborn, in addition to several small and medium players such as Arran Aromatics, Best Kept Secrets, Breeze Candles, Canova, Charles Farris, and Cereria Ronca Srl. The market players face stiff competition from each other as some of them are among the top candle manufacturers and have a large customer base.
Arran Aromatics is actively focusing on marketing its products through sponsorships in sports and other events. For instance, in 2019, the company sponsored the Scottish Women’s Football League Division 1 Player of the Year. This helped the company gain traction among women and increased its reach among the target audience. Similarly, the company became the official gifting partner for the BAFTA Scotland event in November 2019.
Charles Farris has been in partnership with retailers like Barker & Stonehouse, ARIA, BarnBury, Bentalls Kingston, Fenwick, Roxtons, and Zoohause Ltd. This helps increase the company’s exposure to newer audiences. The company is now expanding its business to manufacture candles in solid colors and a modern palette. Conventionally, the company offered trade account services to churches across the U.K. In recent years, the company has extended its products and services to event planners, florists, etc. Some of the prominent players operating in Europe, Middle East & Africa wax melt market are:
- Kerax Limited
- P&G
- Arran Aromatics
- Aroma Works
- Best Kept Secrets
- Breeze Candles
- Canova
- Charles Farris
- Sonneborn
- Cereria Ronca Srl
Order a free sample PDF of the Europe, Middle East & Africa Wax Melt Market Intelligence Study, published by Grand View Research.
About Grand View Research
Grand View Research, U.S.-based market research and consulting company, provides syndicated as well as customized research reports and consulting services. Registered in California and headquartered in San Francisco, the company comprises over 425 analysts and consultants, adding more than 1200 market research reports to its vast database each year. These reports offer in-depth analysis on 46 industries across 25 major countries worldwide. With the help of an interactive market intelligence platform, Grand View Research Helps Fortune 500 companies and renowned academic institutes understand the global and regional business environment and gauge the opportunities that lie ahead.
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