As we say goodbye to 2025 and look ahead to 2026, the candle industry in North America is undergoing lots of structural changes. Candles are increasingly treated less as low-value décor items or seasonal add-ons, and increasingly strategic products tied to branding, gifting, wellness, and customer experience.
For brands sourcing candle production today, understanding what’s actually changing — not just what’s trending on social media — is critical. Below are five genuine trends shaping custom candle manufacturing, candle procurement, and buying decisions across the U.S. and Canada.
1. Imports Continue to Complement — Not Replace — Strong Domestic Candle Manufacturing
The United States remains the largest candle market and importer in the world, reflecting both strong consumer demand and a diversified global supply base.
According to the Observatory of Economic Complexity (OEC), the U.S. imported approximately $1.09 billion USD worth of candles in 2023, sourcing supply from countries including China, Vietnam, India, Canada, and Mexico. China and Vietnam are among the largest global exporters of candles by value, while India has emerged as a growing supplier.
At the same time, domestic candle manufacturing remains a major pillar of the North American market, particularly by value. IBISWorld estimates U.S. candle manufacturing industry revenue at approximately $2.7 billion USD in 2025, indicating that a substantial portion of candles sold domestically are still produced by U.S. manufacturers.
In practice, procurement strategies increasingly look like this:
- Imports are often used for standardized, price-sensitive, high-volume candles
- Domestic manufacturers are favored for premium offerings, private label collections, and custom candle manufacturing that requires speed, quality control, and close collaboration
For buyers seeking custom candles with their logo or fully branded candles, domestic production often offers greater consistency, accountability, and brand protection — making North American manufacturers strategically important going into 2026, particularly for luxury brands with a heavy focus on quality and elevated sourcing.
2. “Clean” Materials and Transparency Are Becoming a Baseline Expectation
Material and ingredient transparency is no longer a niche concern. In 2025, buyers increasingly expect clear communication around waxes, wicks, fragrances, and packaging, especially for branded or gift-driven candle programs.
The National Candle Association consistently identifies scent, price, and appearance as the top drivers of candle purchases — factors that directly influence material and packaging decisions.
At a broader consumer level, sustainability expectations continue to rise. A global study by NYU Stern’s Center for Sustainable Business found that consumers are willing to pay, on average, nearly 10% more for sustainably positioned products — a signal that applies strongly to lifestyle categories like candles.
As a result, many candle procurement briefs now specify:
- Plant-based all natural or blended waxes
- Clean-burning wick systems
- Clearly defined fragrance standards that exceed industry norms
- Packaging that aligns with sustainability or reuse goals
For brands sourcing custom branded candles, the ability of a candle manufacturer to document materials clearly — and execute them consistently — has become a competitive differentiator. At Spark Candles, we hand pour all our candle collections with all-natural waxes and clean fragrances, with no paraffin, phthalates or parabens.
3. Premiumization Is Real — Even as Pricing Scrutiny Increases
Multiple market research firms confirm that premium scented candles dominate the category by value, even amid inflation and cost pressures.
Grand View Research reports that the premium candle segment accounted for the largest share of the market in 2024, reflecting consumer willingness to pay more for quality, scent complexity, and presentation.
IMARC Group similarly notes that premium products continue to lead the candle category, reinforcing the broader “affordable luxury” positioning candles now occupy.
At the same time, the industry is still shaped by the aftereffects of recent raw material volatility. Industry publications have documented supply disruptions, refinery exits, and reduced paraffin wax output during the early 2020s, which reshaped sourcing and pricing dynamics.
This aligns with topics we’ve covered before in our blog, including The Modern Ritual: Why People Are Returning to Candles in a Digital World and How Luxury Brands Use Scent to Create Emotional Connection.
These dynamics have made candle buyers and procurement teams more discerning. Premium pricing is accepted — but only when paired with:
- Reliable quality and high-value features like luxurious fragrances
- Predictable lead times and sourcing from a candle supplier with high quality standards
- Professional execution across scent, vessel, and packaging, and synergy between those layers
For many brands, this reinforces the value of working with an experienced candle manufacturer USA partner rather than chasing the lowest unit cost.
4. Customization Is Moving Beyond “Just Add a Logo”
Private label and customization continue to grow across retail and corporate channels — but buyers are increasingly aware that not all customization creates differentiation.
NielsenIQ reports that private label purchasing continues to rise across categories as consumers seek value paired with quality — a trend that benefits candles as a highly giftable, repeat-purchase product.
We wrote about this recently in our blog Why Custom Candles Are the New Luxury Swag for Modern Brands.
However, the 2025 shift is toward more sophisticated branding execution. Buyers now look for:
- Integrated vessel, label, and packaging design
- Curated or custom fragrance programs, including brand-inspired Custom Fragrances
- Finish and color accuracy that aligns with broader brand systems
This is especially true for custom logo candles used in corporate gifting, hospitality, agencies, and retail brand extensions. In these contexts, brands increasingly want fully branded candles that feel intentional and premium — not generic candles with branding applied at the final step.
Manufacturers offering end-to-end custom candle manufacturing are better positioned to meet these expectations.
5. Digital Buying and Reordering Are Reshaping Candle Procurement
Although candles are multi-sensory products, the buying journey has become increasingly digital — particularly for B2B buyers.
IBISWorld identifies e-commerce growth and digital discovery as ongoing drivers of demand and innovation within the U.S. candle manufacturing industry.
For procurement teams, this means:
- Product pages, specifications, and scent descriptions matter more
- Reorders are driven by performance data, not just seasonal planning
- Speed, reliability, and consistency influence long-term supplier relationships
Broader retail reporting also highlights how AI-assisted shopping and digital decision-making are reshaping how products are evaluated and reordered online — a trend that applies to candles as much as other lifestyle categories.
Manufacturers that support clarity, repeatability, and digital-friendly procurement workflows gain a meaningful edge.
What This Means for Brands Sourcing Candles in 2026
Taken together, these trends point to a clear conclusion:
Candles are no longer commodities — they are brand assets.
As we move into 2026, the most successful candle programs will prioritize:
- Strong domestic manufacturing partnerships
- Clear material sourcing and elevated quality standards
- Fully branded execution with multi-layered product development
- Reliable, scalable production
In that environment, choosing the right custom candle manufacturing partner is less about unit price alone and more about brand alignment, risk reduction, and long-term consistency.