candles and beyond 2010 Home Fragrance Overview

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Colin Bruce
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1 candles and beyond 2010 Home Fragrance Overview

2007-09 as consumers cut spending Candles sales

2 air care industry review Air fresheners* sales increased 15% from but declined -8% from as consumers cut spending Candles sales decreased - 12% from *sprays, plug-ins, deodorizers

Air Fresheners 2009 sales*= $983 million Candles 2009 sales**= $2.

3 Air care forecast Air fresheners sales will increase 10% during Candle sales are projected to grow 16% from Air Fresheners 2009 sales*= $983 million Candles 2009 sales**= $2.0 billion * FDMx Mintel International Group ** National Candle Association

Air care Opportunities Potpourri sales more than doubled from 2004-09 as consumers demand

Air care sales are expected to increase again as discretionary spending recovers toward

4 Air care Opportunities Potpourri sales more than doubled from as consumers demand for natural products increased. Air care sales are expected to increase again as discretionary spending recovers toward Candles peaked by 2005; sales will increase with the housing market recovery and opportunities to market candles in air care and decor categories.

5 Air apparent Type % Spray 64 Candle 48 Which of the following air fresheners, if any, do you use? Plug-in 40 Auto Freshener 30 Incense 16 Potpourri 17 Solid 16 Plug-in-Fan 14 Battery-Op Fan 7 Other 5 Do not use 6 base: Mintel Consumer Survey 2009

shop talk-air Care Consumers purchase air

Renuzit 16 48% of respondents made their

6 shop talk-air Care Consumers purchase air fresheners (sprays, solids, deodorizers) primarily through food, drug & mass. Brand % Use Febreze 51 Glade 45 Air Wick 26 Renuzit 16 48% of respondents made their purchases at Wal Mart.* Lysol Neutra Air Mintel Air Freshener survey

shop talk-candles 80% of candle sales come from

retailer/manufacturer producing $401 million in

19,200 and international distribution of 3,600

*food, drug, mass stores, excluding Wal Mart

7 shop talk-candles 80% of candle sales come from non-fdmx* channels (stores, catalog, internet, directsellers). Yankee Candle Company is the largest retailer/manufacturer producing $401 million in 2009 with 498 US stores, wholesale customers of 19,200 and international distribution of 3,600 stores and distributors in 43 countries. *food, drug, mass stores, excluding Wal Mart White Barn Candle, a division within Bath and Body Works, is estimated to produce $5-10 million annually.

8 Home Fragrance ~The players~ +PPT -$$ Bath & Bed Bath & Beyond Kohl s +PPT +$$$ Gold Canyon PartyLite Independent Gift Stores Body Works Yankee Candle Pottery Barn Pier 1 Cost Plus World Market All FDMx Wal Mart Target -PPT -$ -PPT +$$$

9 Comparative Assortment Yankee Bath & BodyWorks Pier 1 Pillars Jars Plug Ins Diffusers Sprays Fillers Pottery Barn Bed Bath & Beyond Kohl s Gift Direct FDM

10 Fragrance trends Florientals Ambery notes, powdery notes, and modern florals Citrus notes emphasizing energy and bursting combinations Classic florals- Muguet, Honeysuckle, Hyacinth... Natural greens continue Solar musks for warmth New clean notes Marine scents Report 2010-The Fragrance Foundation

Fragrance & Flavor trends 2010+ Cardamom Sweet Potato Hibiscus

11 Fragrance & Flavor trends Cardamom Sweet Potato Hibiscus Cupuaçu Rosewater Latin Spices 2010 US Flavor & Fragrance Trends-US (Mintel)_

Fragrance & Flavor trends 2010+ MUSKS AND MUSK BLENDS auratouch auranone muscenone 98219 FLORAL CHEMICALS

12 Fragrance & Flavor trends MUSKS AND MUSK BLENDS auratouch auranone muscenone FLORAL CHEMICALS magnolian jacinthaflor NEW AMBERS ysamber K cetalox US Flavor & Fragrance Trends-US (Mintel)

13 Think outside the box Momentum continues toward sustainability/eco/green Simple Technology inspired Collectible/luxury inspired High quality packaging that says I have to have it

14 Food & Drink Trends 2010 Exotic Chocolate Ethnic Foods, more Mexican and African Time for Tea Culture Leatherhead Food Research 2010

15 Location. Location. Location Eco-friendly product groups Candles emphasized for air fresheners v. décor-only High end value price point product offers Candles as emotional appeal for family gatherings (even simple dinners) during these difficult economic times

16 Color forecast 2011

17 Color Direction 2011 Pantone Colour View 2011

18 Color Direction 2011 Pantone Colour View 2011

19 Color Direction 2011 Pantone Colour View 2011

20 Color Direction 2011 Pantone Colour View 2011

21 Color Direction 2011 Pantone Colour View 2011

22 Color Direction 2011 Pantone Colour View 2011

23 Color Direction 2011 Pantone Colour View 2011

24 New PRODUCTS 2011

25 : New Pronunciation: \ˈnü 1 : having recently come into existence : recent, modern Bath and Body Works

26 : New Pronunciation: \ˈnü 1 : having recently come into existence : recent, modern Pottery Barn

27 : New Pronunciation: \ˈnü 1 : having recently come into existence : recent, modern Estéban

$\ˈnü 1 : having$ into existence :

28 : New Pronunciation: \ˈnü 1 : having recently come into existence : recent, modern L Artisan Parfumeur Chez Moi Perfume Diffuser System

INNOVATION SPARKS THE HOME FRAGRANCE MARKET

INNOVATION SPARKS THE HOME FRAGRANCE MARKET A presentation to the Spring Meeting & Trade Show April 6, 2006 AGENDA Market Overview Sales and growth Categories Trends Innovations Competitive landscape Outlook