Candle and Home Fragrance Survey Questionnaire

As noted in Mintel¶s Candles²U.S., August 2009, sales of candles declined steadily and significantly between 2006 and 2009, as recession gripped the nation and the category faced stiff competition competition fr om  various air care categories. However, while the market still faces significant challenges, there are some signs of improvement in 2010. Moreover, a variety of companies have launched innovative innovative new  products and this appears to be driving growth at some firms.  While the slight improvement observed in 2010 is encouraging, it is still evident that in order to succeed in this highly competitive marketplace companies must develop products and marketing platforms that resonate with high demand consumer s egments egments while positioning positioning their brands to compete with popular brands and products. In order to provide insight to help companies achieve these key goals, Mintel¶s 2010 report addresses the following questions.

Candle and Home Fragrance Survey Questionnaire, Questionna ire, Draft

11/29/2004 1

;Sample: Representative Representative sample of adults 18-70 years old old .Price for for 500, 750, 750, 1,000 completes. completes. Standard demographics demographics Qualifying Question In the past 12 months, From December December 2003 to N ovember ovember 2004, have h ave you personally .1

?purchased any of the following

Candles-1 romatherapy, diffusers-2 ,Home fragrance products and/or accessories such as a romatherapy, sprays, sachets, potpourris, incense, simmerers, car fresheners or other home fragrance products

,Candle and lighting accessories, such as candle holders, rings, oil lamps-3 .outdoor torches, etc Electric Air Purifiers, Air Cleaners, Ionizers or air purifying filters and -4

.accessories, etc

(Y/N (NO- disqualified [ If Yes, for Candles, ask] About Last Candle Purchase

?During your last candle shopping trip, what type or types of candles did you buy .2 (.Check all that apply) Glass jar or container candles-1 Floating candles-2 Gel candles-3 Pillars, including multiple wick pillar candles-4 Tapers-5 Tea lights-6 Votives -7

(Soy Candles (of any shape or design-8 Y/N

[..For each yes above, ask]

?a. How many [insert type candle] did you purchase on your last candle shopping trip2 only 1-1 2-2 3-3 4-4 5-5 6-6 7-7 Candle and Home Fragrance Survey Questionnaire, Draft

11/29/2004 2 8-8

9-9 10-10 or more 11-11 b. How much did you pay for one [insert type candle] during your last candle shopping2 trip? (If the same candles cost different amounts, please record only the most expensive

(candle you bought or less99.$-1 2.49$-1$-2 5.00$-2.50$-3 7.49$-5.00$-4 9.99$-7.50$-5 14.99$-10$-6 19.99$-15$-7 24.99$-20$-8 34.99$-25$-9 49.99$- 35$-10 or more 50$-11 What percentage of the candles that you bought on your last candle shopping trip were .3

?scented (All/Most (90-100%-1 (Some/Many (Around 75-80% -2 (About half (Around 50% or so-3 (Few (Around 25-33%-4 (None/Almost none (about 10% or less-5 How much in total did you spend buying candles the last time on your last candle .4

?shopping trip Under $5-1

10$-5$-2 14.99$- 10$-3 19.99$- 15$-4 24.99$- 20$-5 49.99$- 25$-6 99.99$- 50$-7 or more 100$-8 Thinking about the primary reasons why you bought candles most recently, what were .5

(the primary reasons why you selected the items you bought? (Check up to three reasons Price/Value Relationship -1 Style and Design -2 Favorite Color -3 Excellent Quality -4 Favorite Scent -5 Matches my Home Decor Candle and Home Fragrance Survey Questionnaire, Draft 11/29/2004 3 For a Special Occasion/Entertaining -7 Perfect Gift -8 Discounted Price/On Sale -9 Favorite Brand - 10 To Replace a Used Up Candle - 11 Gift for myself/Special treat - 13 Clean Burning/Environmentally Safe - 14 Long Lasting/Long Burning - 15 For Backup/Emergency Lighting - 16 Other Reasons not mentioned above - 17

?In what kind of store did you make your last candle .6 Candle Specialty Store, such as Yankee Candle, Wicks n Sticks, White Barn-1

-6

Candle

.Specialty Gift Store, such as Hallmark, Carlton Cards, etc-2 ,Specialty Home Store, such as Pier One, Pottery Barn, Bed Bath & Beyond -3 .Linens & Things, Kirklands, etc & Personal Care, Beauty, Cosmetics or Fragrance Specialty Store, such as Bath-4 Body Works, Body Shop, Ulta, Victorias Secret Beauty, Crabtree & Evelyn

,Department Store, such as Sears, JC Penney, Neiman Marcus, Bloomingdales-5 .etc Mass Merchants, Discounters, Dollar Stores and/or Warehouse Clubs, such as-6 Wal-Mart, Kmart, Target, Sams Club, Costco Grocery Store, such as Acme, Piggly Wiggly, Albertsons, Safeway, Trader -7

.Joes, etc .Drug Store, such as Walgrens, CVS, Rite Aid, etc-8 Home Shows, Party Demonstrations -9 Internet, Mail Order and/or Television Shopping-10 What were the primary reasons why you made your most recent candle purchase at .7

(this store? (Check up to three reasons Convenience of Store-1 Quality of Candles Carried-2 Brands carried-3 Wide Selection of Candles-4 Wide Selection of Candle Accessories -5 Good Prices for Candles -6 Knowledge of Sales Staff/Information Provided -7 Trust in the Store-8 Place Where I Shop for Other Things-9 Pleasant Environment for Shopping/Browsing-10

Special Sale or Discounts Available-11 Store Where I Usually Buy Candles-12 Other Reasons Not Mentioned Above Candle and Home Fragrance Survey Questionnaire, -13 Draft 11/29/2004 4 About Past Years Candle Purchases Thinking about all your candle purchases in the past year (December 2003 to .8 November 2004), approximately how many of the following types of candles did you

?buy Glass jar or container candles-1 Floating candles-2 Gel candles-3 Pillars, including multiple wick pillar candles-4 Tapers-5 Tea lights-6 Votives -7

(Soy Candles (of any shape or design-8 only 1-1 2 -2 3-3 4-4 5-5 6-6 7-7 8-8 9-9 10- 10 to 15 11- 11 to 20 16- 12

to 25 21- 13 to 50 26- 14 to 100 51- 15 or more 101- 16 None-17 Thinking about all your candle purchases in the past year, approximately how many of  .9

[your purchases were gifts to be given to someone else? [select which applies best (Almost all/all (90-100% -1 (Some/Many (Around 75%-80%-2 (About half (50%-3 (Few (Around 25%-33%-4 (Almost none/none (10% to none-5 Thinking about all your candle purchases in the past year, approximately how many .10

[of your purchases were scented candles? [select which applies best (Almost all/all (90-100% -1 (Some/Many (Around 75%-80%-2 About half (50%) Candle and Home Fragrance Survey Questionnaire, Draft 11/29/2004 5-3

(Few (Around 25%-33%-4 (Almost none/none (10% to none-5 [If 1-4 above] [What candle scents did you purchase in the past year? [Please check all that apply .12 ,Winter/Christmas/Holiday Scent, such as cranberry, pine/Christmas tree -1 .bayberry, etc .Autumn Scents, such as pumpkin, harvest home, etc -2 .Baking Scents, such as vanilla, apple pie, cinnamon, etc -3 .Floral Scents, such as honeysuckle, sunflower, roses, lilac, lavender, etc -4 .Citrus/Fruit Scents, such as lemon, orange, etc -5

.Herbal Scents, such as bergamot, cloves, sage, etc -6 Other Fragrances -7

In what kind of stores did you make your candle purchases in the past year? (Check .13

(all that apply Candle Specialty Store, such as Yankee Candle, Wicks n Sticks, White Barn-1 Candle

.Specialty Gift Store, such as Hallmark, Carlton Cards, etc-2 ,Specialty Home Store, such as Pier One, Pottery Barn, Bed Bath & Beyond -3 .Linens & Things, Kirklands, etc & Personal Care, Beauty, Cosmetics or Fragrance Specialty Store, such as Bath-4 Body Works, Body Shop, Ulta, Victorias Secret Beauty, Crabtree & Evelyn

,Department Store, such as Sears, JC Penney, Neiman Marcus, Bloomingdales-5 .etc Mass Merchants, Discounters, Dollar Stores and/or Warehouse Clubs, such as-6 Wal-Mart, Kmart, Target, Sams Club, Costco Grocery Store, such as Acme, Piggly Wiggly, Albertsons, Safeway, Trader -7

.Joes, etc .Drug Store, such as Walgrens, CVS, Rite Aid, etc-8 Home Shows, Party Demonstrations -9 Internet, Mail Order and/or Television Shopping-10 In the past year, did you purchase any of these brands of candles? (Check all that .14

(apply Ambria -1

(Airwick (Reckitt Benckiser -2 Aromatique -3 Aroma Naturals -4

Aspen Bay Company -5 Avon -6 Bridgewater Candles -7 Candle Lite (Lancaster Colony -8 Carolina Candles -9

(Claire Burke (Esscentual Brands - 10 Colonial at Home Candle and Home Fragrance Survey Questionnaire, Draft 11/29/2004 - 11 6 Fabreze ScentStories - 12

(Glade (SC Johnson - 13 Hannas Candles - 14 Home Interiors - 15 Illuminations - 16 Olde New England Candle - 17 Old Virginia Candle Company - 18 PartyLite - 19 Pier 1 Imports -20

(Renuzit (Dial - 21 Root Candles - 22 Village Candle -23 White Barn - 24 Williamsburg Candles - 25 Yankee Candle - 26 Other Brands Not Mentioned - 27 Dont Know - 28 When choosing a store to shop for candles, how important are these factors, using a .15 scale where 1=Very Important to 5-Not Important Very Important-1

Somewhat Important-2 Neither Important/Unimportant-3 Somewhat Unimportant-4 Not Important-5 a-Convenience of Store15 b-Quality of Candles Carried15 c-Brands carried 15 d-Wide Selection of Candles15 e-Wide Selection of Candle Accessories15 f-Good Prices for Candles 15 g-Knowledge of Sales Staff/Information Provided 15 h-Trust in the Store15 i-Place Where I Shop for Other Things15 k-Pleasant Environment for Shopping/Browsing15 l-Special Sale or Discounts Available15 m-Store Where I Usually Buy Candles15 n-Other Reasons Not Mentioned Above15 Trends in Candle Purchases In the coming year, do you expect to spend more than, less than or the same buying .16

?candles Much More Than-1 Somewhat More Than Candle and Home Fragrance Survey Questionnaire, Draft -2 11/29/2004 7 About the Same-3 Somewhat Less Than-4 Much Less Than-5

[..If Yes to Other Home Fragances or other lighting accessories, ask] Which of the following other home fragrance products did you purchase in the past .17

year? Check all that apply

:Home fragrance products and/or accessories Aromatherapy Fragrances-1 Diffusers-2 Room sprays-3 Sachets or Closet Freshners -4 Potpourris -5 Incense -6 Simmerers -7 Car Fresheners-8 Other home fragrance products -9

:Candle and Lighting Accessories ,Candle Holders, Candle Sticks, Candle Jar Accessories, Candle Stands-1 .Chandeliers, Candle Rings, etc Oil Lamps-2 Outdoor Torches-3 Other Candle and Lighting Accessories -4

.Electronic Air Purifiers, Air Cleaners, Ionizers, etc Air Purifiers, Air Cleaners, Ionizers-1 Air Purifying Filters and Accessories-2 Other Air Purifying Products -3 In the past year (December 2003-November 2004) approximately how much did you .18

?spend in total buying each of these a. Home Fragrance Products 16 b. Candle and Lighting Accessories16 c. Air Purifiers, Air Cleaners, Ionizers16 Under $5-1

10$-5$-2 14.99$- 10$-3 19.99$- 15$-4 24.99$- 20$-5 49.99$- 25$-6 99.99$- 50$-7 Candle and Home Fragrance Survey Questionnaire, Draft

11/29/2004 8 199$- 100$-8

299$-200$-9 399$-300$- 10 499$-400$- 11 or more 500$-12 In what kind of stores did you make your home fragrance product, candle and .19

(lighting accessories and air purifier purchases in the past year? (Check all that apply Candle Specialty Store, such as Yankee Candle, Wicks n Sticks, White Barn-1 Candle

.Specialty Gift Store, such as Hallmark, Carlton Cards, etc-2 ,Specialty Home Store, such as Pier One, Pottery Barn, Bed Bath & Beyond -3 .Linens & Things, Kirklands, etc & Personal Care, Beauty, Cosmetics or Fragrance Specialty Store, such as Bath-4 Body Works, Body Shop, Ulta, Victorias Secret Beauty, Crabtree & Evelyn

,Department Store, such as Sears, JC Penney, Neiman Marcus, Bloomingdales-5 .etc Mass Merchants, Discounters, Dollar Stores and/or Warehouse Clubs, such as-6 Wal-Mart, Kmart, Target, Sams Club, Costco Grocery Store, such as Acme, Piggly Wiggly, Albertsons, Safeway, Trader -7

.Joes, etc .Drug Store, such as Walgrens, CVS, Rite Aid, etc-8

Home Shows, Party Demonstrations -9 Internet, Mail Order and/or Television Shopping-10 Trends In the coming year, do you expect to spend more than, less than or the same buying .20

?home fragrance products Much More Than-1 Somewhat More Than-2 About the Same-3 Somewhat Less Than-4 Much Less Than-5 In the coming year, do you expect to spend more than, less than or the same buying .21

?candle accessories Much More Than-1 Somewhat More Than-2 About the Same-3 Somewhat Less Than-4 Much Less Than-5 In the coming year, do you expect to spend more than, less than or the same buying .22

?air purifiers Much More Than-1 Somewhat More Than-2 About the Same-3 Somewhat Less Than Candle and Home Fragrance Survey Questionnaire, Draft -4 11/29/2004 9 Much Less Than-5

Attitudinals for Candle Buyers Only Please check how strongly you agree or disagree with the following statements, using .23

;a scale where 1=Strongly Agree; 2=Somewhat Agree; 3=Neither Agree or Disagree Somewhat Disagree; 5=Strongly Disagree =4

.a. I rarely burn the candles I buy; they are used basically for home decoration23 b. I mostly buy candles during the fall and winter months, and not a lot during the23

.spring and summer c. I like to buy unique, one-of-a-kind candles that no one else will have23

.d. I frequently give candles as gifts23 e. I buy candles mostly for the scent, so the fragrance, not the style and or design, is23

.the most important factor when I buy candles f. I regularly burn candles to help me relax from the stress in my life23

,g. I frequently buy complementary pieces for my candles, such as accessories 23 .snuffers, etc h. Burning candles is part of our family tradition and we regularly burn candles 23 f. I save candles mostly for special occasions, like when I entertain, and dont burn23

.them regularly .g. Scented candles are stimulating and give me more energy23 h. I am concerned about indoor air pollution, so I dont burn candles that much in my23

.home i. I mostly buy soy candles that are made from natural ingredients, not petroleumbased 23

.waxes

Contact: Barbara Miller Tel: (202) 207-1113 Email: [email protected] Candle Fragrance and Color Trends  Spring & Summer 2011 Candle fragrance and color trends are a unique reflection of home décor, fashion styles

,and lifestyle attitudes. And if this spring and summers candle offerings are any indication .things are looking up for both the U.S. economy and the national psyche ,The two trends taking center stage in the world of candles -- an upbeat thirst for color and the sense of well-being found in tradition  suggest that Americans have decided its time to

.embrace and enjoy the simple pleasures of life

Buoyant colors and fragrances Perhaps the most notable trend in candles for this spring and summer is the infusion of  color in manufacturers lines. A wide array of corals, blue-greens, tropical pinks, natural ,greens deep browns, plum, and yellowy golds are at the center of the spring and summer color palette

,for candles. Softer than the jewel tones of previous seasons, these colors are sun-warmed .saturated and sensual Popular candle fragrances in this category include hibiscus, soft rose, honeysuckle, all

,types of citrus, patchouli, and marine scents. Peppery spices (amber, cardamom, pepper .nutmeg) often add exotic and unexpected top notes to florals and vanillas In addition to color, many pillars in this group are highly textured, often suggesting the

.surface of burlap, the underside of leaves, seed-pod striations or seashell markings Classic Elegance with a Modern Twist Gentle pale colors and subtle layered fragrances characterize the modern classics trend

.in candles. They speak to relaxation and comfort, with a sense of understated luxury Soft whites, taupes and ivory tints of sage, rose, lemon and lavender are among the most popular colors in this category and hint at their accompanying fragrances. Delicate white ,florals vanillas and clean marine scents predominate, along with stepped-back herbals, rose, lavender and citrus. Unexpected top notes of patchouli and peppery spices are found in this group as

.well Straight-sided glass cylinders, apothecary jars and glass globes  often with etched

.designs or hand-painted embellishments  add a sense of luxury and classic refinement National Candle Association 14 529 th Street, NW; Suite 750  Washington, DC 20045  Tel: (202) 393-2210

Email: [email protected]

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Website: www.candles.org