Sweden: Voluspa luxury candle

Scents of aromatic blue clover from the Andean mountains ‘kissed’ with apple and magnolia on a ‘bed’ of oak moss and musk: that’s the scent of this hand poured luxury candle hailing from Sweden, which retails at €15.28 (£10.95) for 113g.

There are no prizes for guessing who the Roja Parfums Tubereuse candle is aimed at, with a retail value of nearly £500.

Those Chelsea-tractor driving yummy mummies can’t get enough of their posh scented candles. But, as it turns out, they’re not the only ones.

British shoppers spent £78m on scented candles in grocery alone over the last year [52w/e 1 March 2015], as we reveal in the latest instalment of our 10 things you need to know… series.

Premiumisation even extends to own label, with Morrisons nearly tripling its value sales of candles to £2.6m thanks to the upmarket boom, while Sainsbury’s added a further £1.3m to its own-label range. In total, own label candle sales have hit £17.5m.

This highly scented trend doesn’t stop in aircare, either. Laundry products and even scouring pads are becoming more fragrant (and not just in the UK; we’ve taken a look at overseas trends too).

Yankee Candle is partially to thank for the boom in grocery’s scented candle sales, now accounting for more than a quarter of the category having more than doubled sales. And for those on a lower budget, reed diffusors offer the perfect entry into the aircare market with sales up a staggering 32.1%.

No longer are Brits content with their houses looking nice, they have to smell nice as well. Personally, I avoid strong smelling floral air fresheners and vanilla candles and instead try to infuse my house with the subtle yet enticing scent of fried bacon, which will surely be next year’s must-have NPD.

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