Wholesale Candles - Ultimate Buyers Guide | Widdop & Co

wholesale candles:
ultimate buyers guide

Candles have been used for over 5,000 years, and this trend doesn't look to be burning out any time soon. While early candles were used as a source of light, in more modern times candles are enjoyed for a wide range of purposes, including at celebrations or to create a warm, romantic, soothing or ambient environment, or simply to provide scent to a room.

candle popularity

However candles are used, their popularity can not be denied. In 2019, the global candle industry was estimated to be worth a cool $3.54 billion . By 2027, this figure is set to soar to $6.64 billion.

In the UK alone, Brits purchase around six candles every year on average, spending over £7 on each candle. While over the pond in the USA, candles are used by 7 out of 10 households, with 90% of females being the main purchaser.

While candle sales are big business around Christmas time, accounting for 35% of all sales in the industry, they are, in fact, widely purchased all-year-round. With the Covid-19 pandemic forcing us to spend more time hunkered down at home, this has also seen a rise in candle use. UK candle sales shot up by 29% during this time, especially for scented candles.

With more and more people understanding the importance of looking after their mental health and creating relaxing places at home to unwind, the use of candles has been a tool to assist in establishing a soothing, spa-like experience - and this trend is not likely to wane any time soon. Both the flame of the candle and any soothing scents the candle emits can have positive impacts on enabling people to relax and even ease their levels of stress and anxiety.

Taking into account just how popular candles are and will continue to be long into the future, it's worth considering various aspects when deciding which wholesale candles to choose for your customers.

candle types

Candles come in all different shapes, sizes and styles, so it's important to get to know the various candle options that are available. The choice is huge and includes pillars, tealights, votives, container candles, tapers, floating candles, birthday candles, novelty candles and outdoor candles.

To stock up to suit their requirements, try to understand more about your target audiences and the kind of preferences they make when purchasing candles. You may choose to focus on a single type of candle or plump for a variety of options.

Scented candles

When it comes to purchasing candles, three-quarters of shoppers are swayed by scent , so it's important to think of this when choosing your wholesale candles. But, with consumers privy to over 10,000 different candle scents, where do you start when confronted with such an overwhelming amount of choice?

Look for popular sellers. According to searches conducted online, lavender is one of the most popular candle scents, and it's easy to see why this might be. Lavender is associated with a soothing aroma that can help aid sleep and relaxation. Other top candle choice aromas include vanilla and gingerbread.

However, candle scent choice may also be influenced by the time of year. For instance, flavours such as cinnamon, pine and vanilla are likely to be more popular around Christmas time, as these are reminiscent of the festive season, while summer candle scents may be fresher and lighter and often include grapefruit, citrus or tropical flavours.

While scented candles are used to fragrance the home and in places such as spas to evoke associations with certain aromas, there are, of course, lots of candles to purchase that are non-scented, which are perfect for everyday use and in settings such as restaurants.

Candle ingredients

While, traditionally, scent has been one of the most important factors when selecting a candle, followed by colour, cost and shape, increasingly, more consumers are focusing on what a candle is made from when deciding which type to buy.

This is because candle ingredients can have different benefits, particularly with regards to their impact on the environment, and, possibly, the health of humans. So, when purchasing wholesale candles, which ingredient options should you consider?

Paraffin
Around a third of candles are made from paraffin, as it's simple to work with, is water-resistant and makes affordable candles, so it's easy to see why this ingredient is so ubiquitous. The downside of paraffin is that it is a by-product of petroleum, so doesn't get the thumbs up from those seeking to make environmentally-friendly choices. Beeswax
Beeswax has gained something of a popular following in recent years, and as well as enjoying growth in candle use, it's often included in beauty products such as lip balms. Beeswax is a natural product, so it gains the seal of approval from those seeking a candle that doesn't create any harmful effects when burning. Plus, beeswax is renewable and holds its shape well, so is suitable for various types of candles that don't need a container. Consumers can expect to pay a bit more for beeswax candles, however.

Soy
Candles made from soy have also steadily grown in popularity recently, as this is also an eco-friendly choice, being made from soybeans. Indeed, the market for soy candles is expected to grow 8.5% each year to 2025, so expect more to come from this kind of candle. Fans of soy candles appreciate the fact that it burns slowly, as it has a high melting point, so you get a lot of mileage from the candle. Perfect for coloured or fragranced candles, however, soy candles are better suited for use with a container, as they don't hold their shape very well. Coconut Wax
While candles made from coconut wax are some of the more expensive types, they are favoured for their impressive eco-attributes. As well as being renewable, coconut wax is natural and keeps its scent well. Despite the higher price tag, coconut wax candles burn slowly, so you do get good value for money overall. This type of candle would make an ideal present, so is an excellent choice for those seeking wholesale gifts.

Palm Oil
While palm wax is natural and renewable, as a candle ingredient it's not completely got a clean sheet when it comes to eco-credentials. In order to manufacture palm wax, the manufacturing methods are questionable, and involve burning forests and destroying natural habitats for many species.

However, many producers are trying to be sustainable and suggest customers check the palm wax comes from reputable members of the RSPO ( Roundtable on Sustainable Palm Oil).

Keeping the customer in mind

Once you've armed yourself with all the know-how about candle types, choose a wholesale gift supplier that will resonate with the profile of your customers. For example, if you supply candles for the health and beauty industry, such as hotels, spas and beauty salons, choose those candles with aromatherapy scents for a relaxing, mind-and-body experience.

If your customers work in the restaurant trade, then aromatherapy candles may not be so important. Instead, simple tealights or candles in containers for the tables will suffice.

Customers who are looking to make a special purchase as a gift are likely to opt for luxury candles that may cost a bit more than the average type, so consider wholesale gifts with candles made from natural ingredients such as coconut wax or beeswax and infused with essential oils.

Think about the time of year, also, when ordering your wholesale candles, as different scents, colours and even styles of candles may be more in demand at certain times of the year. For instance, outdoor candles are more likely to be purchased in summer. Candles that are red, green, silver or gold in colour may be more popular during the festive season.

When choosing a wholesale candle supplier, look for one that can meet your changing needs. If you're a small business testing the water by selling candles, you might want to expand further down the line if business booms, so having a wide range of options to choose from will prove beneficial.

Always work with a wholesale supplier that has a good reputation in the business, and cares about the kinds of candle products it offers, taking into account things such as quality and provenance of the candle ingredients used.