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Points of light: candle makers are stepping up efforts to move more of their products through more locations in the supermarket.

Publication: Grocery Headquarters
Publication Date: 01-JAN-08 		Format: Online
Delivery: Immediate Online Access
Full Article Title: Points of light: candle makers are stepping up efforts to move more of their products through more locations in the supermarket.(nonfoods for profit)

Article Excerpt
SUPPLIERS ARE BECOMING MORE AGGRESSIVE IN PROMOTING CANDLES, hoping to give the category a push and build sales momentum for the future. Many say that new colors and fragrances, containers that bring additional design solutions for home decorating, seasonal products, licensing programs and eco-friendly products are expanding the potential shopper audience for candles, while also creating opportunities for impulse purchases and cross-merchandising programs with other departments.

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Some of what's happening in the category: scores of individual colors, fragrances and container designs; dramatic increases in the number of soy-based candles; candles positioned for special occasions; a renewed emphasis on the status of "Made in the USA;" the star power of Kathy Ireland; and a new line of candles with moisturizing oils that soften dry, cracked skin and offer an at-home spa treatment.

Suppliers say they are encouraging grocery retailers to give seasonal and everyday candles more space, and they are asking them to give the category locations throughout their stores. Candles, suppliers say, can produce margins in excess of 50% and help build sales of other home-related products.

Of course, retailers may have to increase their space for candles just to handle...

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