Home scents provide cocooning comfort amid COVID-19 Outbreak in the UK, reports The NPD Group

Lockdown homes fragranced with a potpourri of Cherry Blossom, Rhubarb, Rose, Sandalwood, Lavender, Ylang Ylang and Patchouli.

London: 30th April 2020:  Sales of prestige candles, diffusers and room fresheners increased before and as the UK entered lockdown, according to The NPD Group. In March 2020, sales of prestige room fresheners increased 37%, sales of prestige candles increased 6%, and sales of prestige diffusers increased 3%, compared to the same period in 2019. This indicates that consumers were stockpiling these products in advance of the UK lockdown as the COVID-19 pandemic spread across the country.

In the week beginning 12th April 2020, sales of prestige candle increased 1% on the same period in 2019, demonstrating that scented candles remain an important part of the home cocooning ritual for consumers.

Popular candle scents during March 2020 include traditional English spring-time fragrances such as: Cherry Blossom, Rhubarb and Rose. Candles infused with blends of essential oils were also popular, especially oils that are renowned for boosting the mood like Sandalwood, Lavender, Ylang Ylang and Patchouli.

“The increase in sales of home scents prior to the UK lockdown demonstrates how important home comforts are to us. We have seen from our data that consumers are increasingly turning to self-care to improve wellbeing during the COVID-19 pandemic. People are utilising scents to create a calming ambiance while confined at home during this period of uncertainty.” said Emma Fishwick, account manager, NPD UK Beauty.


Related Content
The scent of things to come
The scent of things to come

Fragrance is outperforming the entire prestige beauty market in the UK, helping to lead the country’s market recovery.

Eyes come into focus during COVID-19 in the UK, reports The NPD Group
Eyes come into focus during COVID-19 in the UK, reports The NPD Group

Eye make-up increased its share of the prestige make-up market by 3% during and after lockdown.

Consumer Sentiment in U.K. - COVID-19’s Impact
Consumer Sentiment in U.K. - COVID-19’s Impact

Although U.K. consumer shopping behaviours have changed because of the COVID-19 crisis, there are clear indicators that consumers are willing to return to stores and restaurants under the right circumstances.

Brits fall out of line when it comes to beauty buys
Brits fall out of line when it comes to beauty buys

29% of UK consumers would not queue to buy beauty products. 35% are not prepared to wait when testing a beauty product and 26% would not line up to pay.


Press Contact

Lucy Green
Greenfields Communications
07817 698366
Lucy@greenfieldscommunications.com

The NPD Group, Inc.
900 West Shore Road
Port Washington, NY 11050

Want more?

Complete this form to hear from NPD.


To find out more see our privacy policy.

Want more?

Complete this form to hear from NPD.

We will not sell your information. View privacy notice | Cookie Settings.

Follow Us

© 2020 The NPD Group, Inc.