Scented candles are now big business. Figures from the data analysts Kantar show that between March 2021 and 2022, UK consumers spent £418m on scented candles. John Lewis reported that sales have risen by 5% each year since 2020, when they jumped by 12%, with particular recent interest on cheaper ranges, including own-brand candles. [...]
[Jo Malone] has also seen tastes shift away from traditional British preferences for citrussy or floral notes towards deeper, woodier fragrances that are more popular in the Middle East, for instance oud, cedarwood or leather.
— Read more in How Britain became obsessed with scented candles at The Guardian.