Amazon Market Watch: Cozy Indoor & Hygge-Impressed Traits
As the vacation fervor subsides and winter wraps many people in its chilly embrace, the idea of Hygge — the Danish time period for cozy consolation and well-being — has change into a preferred way of life pattern. Paired with an inherent need to hit the “reset” button at the beginning of a brand new yr, shoppers are trying to find merchandise that facilitate recent, cozy, and entertaining areas at residence, driving demand for myriad winter indoor merchandise.
Greater than a fleeting pattern, Hygge symbolizes an immersive way of life steeped in consolation, connection, and the appreciation of life’s easy pleasures. It’s aromatic candles casting a mild glow, the comfortable embrace of a fuzzy throw blanket, and the indulgence in a steaming cup of tea on a wintry afternoon. Numerous cultural spinoffs will be tied to this philosophy of embracing the softer facet of winter, together with, most lately, the DIY Burr Basket pattern made standard on TikTok.
Seize your favourite cozy blanket and be part of us as we delve into the center of Hygge and comfortable winter-inspired Amazon procuring developments, exploring Jungle Scout Cobalt product and model knowledge from three high classes that epitomize the essence of this Danish idea.
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Aromatherapy Candles
Making a heat ambiance at residence with candles is a well-liked winter pattern. Gross sales of aromatherapy candles elevated 20% over the previous 90 days in comparison with the earlier three-month interval.
Aromatherapy Candles Market Insights
- Income: Up 32%
- Unit gross sales: Up 20%
- Median worth: Up 10%
Percentages replicate knowledge for the 90-day interval between Oct. 16, 2023, and Jan. 13, 2024, to the earlier 90-day interval.
Prime Manufacturers Competing for Aromatherapy Candle Gross sales
NEST Fragrances owns the most important share of this phase, rising 3% over the previous yr to hit 22%, adopted by Yankee Candle, whose market share rose 15% in the identical time-frame to succeed in 19% market share.
Market Share Leaders
- NEST Fragrances – 22% (Up 3% YoY)
- Yankee Candle – 19% (Up 15% YoY)
- Tub & Physique Works – 13% (Down 10% YoY)
- Glade – 13% (Down 7% YoY)
- Mrs. Meyer’s Clear Day – 11% (Down 11% YoY)
Knowledge represents the interval from Jan 13, 2023 to Jan. 13, 2024, as in comparison with Jan 13, 2022, to Jan. 13, 2023. Inexperienced and purple percentages point out the year-over-year improve or lower in a model’s market share.
Main Aromatherapy Candles on Amazon
Over the previous 90 days, fall and winter-scents have been the top-selling aromatherapy candles in Amazon, with these NEST and Yankee Candle favorites seeing income will increase of greater than 100% in comparison with the earlier three-month interval.
1. NEST Fragrances 3-Wick Candle, Pumpkin Chai
A testomony to the facility of pumpkin-lovers, this “Pumpkin Chai”-scented model of NEST Fragrances’ three-wick candle ranked primary on this phase, seeing income improve 103%.
2. Yankee Candle Crisp Fall Evening
This cozy fall scented model of Yankee Candle’s Traditional 22-ounce candle is shut behind, with income development of 113% over the previous three months.
3. Mrs. Meyer’s Restricted Version Iowa Pine
A straightforward winter favourite, the pine-scented restricted version model of candles from Mrs. Meyers noticed income improve 53% since mid October.
Knowledge as of Jan. 17, 2024
Board Video games
When going outdoors feels dreadful, cozy indoor leisure takes middle stage, as evidenced by the spike in client curiosity in board video games, card video games, and different indoor exercise merchandise over the previous three months.
Board Video games Market Insights
- Income: Up 174%
- Unit gross sales: Up 175%
- Median worth: No change
Knowledge reflective of the 90-day interval between Oct. 16, 2023, and Jan. 13, 2024, to the earlier 90-day interval.
Prime Manufacturers Competing for Board Sport Gross sales
The market chief on this phase, Hasbro Gaming, misplaced market share prior to now 90 days to Spin Grasp Video games and The Uzzle.
Market Share Leaders
- Hasbro Gaming – 18% (Down 2% YoY)
- Spin Grasp Video games – 6% (Up 345% YoY)
- Stonemaier Video games – 4% (Down 31% YoY)
- The Uzzle – 3% (Up 340% YoY)
- Underdog Video games – 2% (Up 25% YoY)
Knowledge consultant knowledge from Jan 13, 2023 to Jan. 13, 2024, as in comparison with Jan 13, 2022, to Jan. 13, 2023.
Main Board Video games Merchandise on Amazon
The rising market share of The Uzzle and Underdog Video games manufacturers on this phase is evidenced by income development seen from their respective “3.0 Board Sport” and “Trekking the Nation” video games.
1. The Uzzle 3.0 Board Sport
Income for the most recent version of The Uzzle’s standard board recreation elevated greater than 1,000% over the previous yr.
2. Stonemaier Video games: Wingspan
Stonemaier Video games’ strategy-based recreation about birds rose 709% year-over-year.
3. Trekking The Nation
Income for Underdog Video games’ Trekking The Nationwide Parks board recreation elevated 269% prior to now yr.
Knowledge as of Jan. 17, 2024
Chunky Blankets
Large heat blankets are all the time a winter favourite, and in recent times, social media developments have pointed to an increase in reputation, significantly amongst youthful shoppers, of thick, chunky knit blankets.
Market Insights
Income: Up 55percentUnit gross sales: Up 55percentMedian worth: Down 1%
Knowledge is reflective of the 90-day interval between Oct. 16, 2023, and Jan. 13, 2024, to the earlier 90-day interval
Prime Manufacturers Competing for Chunky Blanket Gross sales
L’Agarty holds the most important chunk of this area of interest chunky blanket phase and has seen spectacular development over the previous yr, whereas different manufacturers have skilled declines.
Market Share Leaders
- L’Agarty – 41% (Up 174% YoY)
- Guohaoi – 22% (Down 38% YoY)
- Bearaby – 8% (Up 100% YoY)
- YNM – 6% (Down 57% YoY)
- Zonli – 5% (Down 7% YoY)
*Knowledge reflective of the one-year interval from Jan 13, 2023 to Jan. 13, 2024, as in comparison with Jan 13, 2022, to Jan. 13, 2023. Inexperienced and purple percentages point out the year-over-year improve or lower in a model’s market share.
Main Chunky Blankets on Amazon1. L’Agraty Knitted Weighted Blanket
L’Agraty noticed income for this standard blanket improve 85% over the previous yr.
2. Bearby Hand-Knit Weighted Blanket
Bearby, which grew it’s market share on this phase by 100% over the past yr, noticed income for this hand-knit weighted blanket improve 100%.
3. Guohaoi Knitted Weighted Blanket
This ultra-chunky weighted blanket from Guohaoi had an much more spectacular yr, rising income for the model bymore than 700%.
Knowledge as of Jan. 17, 2024
Search Traits for Hygge Merchandise on Amazon
Amazon search developments knowledge from Cobalt confirms demand for cozy indoor merchandise accelerating over the previous 90 days. “Sport night time” has been significantly standard, along with key phrases associated to small or indoor hearth pits, similar to “tabletop hearth pit indoor,” which noticed a rise of greater than 1,000%.
Generic key phrase
90-day search pattern*
Sport night time
Up 2,409%
Tabletop hearth pit indoor
Up 1,056%
Board video games for household night time
Up 909%
Mini hearth
Up 362%
Hygge recreation
Up 310%
Cozy blankets
Up 222%
Hygge
Up 172%
Aromatherapy candles
Up 149%
*Knowledge as of Jan. 13, 2024
Alternatives
The information we’ve outlined right here affords only a small glimpse into the huge and far-reaching realm of standard Hygge and winter season merchandise on Amazon. Whereas some segments are loaded with tons of of manufacturers and merchandise, others — past chunky blankets and the world of viral cozy-adjacent merchandise, a lot of which acquire reputation by way of social media developments are far much less aggressive for sellers seeking to increase their choices.
By finding out the aggressive panorama and capitalizing on rising search developments, manufacturers can construct development, acquire momentum, and drive income for these and different product choices.
About This Report
The product knowledge on this report is consultant of the U.S. Amazon market. Market insights on Amazon merchandise have been sourced from Jungle Scout Cobalt, an industry-leading market intelligence, promoting optimization, and ecommerce reporting platform powered by almost 2 billion Amazon knowledge factors. 12 months-over-year comparability knowledge displays the interval of Jan. 13, 2023 to Jan. 13, 2024, as in comparison with Jan. 13, 2022 to Jan. 13, 2023. 90-day developments knowledge displays the 90 days main as much as Jan. 13, 2024, compared to both the earlier 90-day interval or the year-ago 90-day interval.
We encourage you to share, reference, and publish this report’s findings with attribution to “Jungle Scout Cobalt” and a hyperlink to this web page.
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