U.S.: Aromatherapy's evolution

Whether it is a soap infused with essential oil, a candle or scented dishwashing liquid, aromatherapy has reached its popularity by creating a particular, albeit temporary, relaxation effect. According to an exclusive survey conducted for American Demographics by market research firm Taylor Nelson Sofres Intersearch, 7% of Americans practice some type of aromatherapy as part of their wellness regimen. In 2001, the market for aromatherapeutic products in the United States grew from $316 million in 1996 to $454 million in 2001. Datamonitor expects the market to grow to $470.8 million by the end of 2002. Despite a fairly robust forecasted growth, existing manufacturers will be faced with increasingly intense competition as the aromatherapy market becomes saturated with "aromatherapy-style" products. Manufacturers also will see their profit margin from aromatherapy products shrink as private label competitors enter the market.