Passion for candles in the EU: 513 million euro imports from outside Europe

As for exports of products made in the EU, most candles go to the UK with a value of EUR 127 million and a 28% share. This is followed by Switzerland with EUR 81 million and a share of 18% and the US with EUR 68 million and a share of 15%.

This scenario also includes Italy where there is a deep-rooted tradition, albeit made up of small and medium-sized companies, in the production of candles. However, an estimate on production is not easy because, as Mario Graziani, manager of the eponymous company 'now in its sixth generation', points out, shipments to EU countries are not tracked. "Candles are a very old product that, over the years, have undergone many changes," emphasises the manager of the company that employs 50 people and has a turnover of €30 million a year. "Today, the big market is represented by scented candles. As Graziani points out, it is mainly the cemetery ones that are shrinking, while the others "are still growing". As for markets, apart from northern Europe, there are 'Japan, Korea and the USA'. "Tracking products destined for the EU is no longer possible," he says, "while we only have certain data for those outside the EU. In any case, the market is holding up, although it has to be said that visibility rather than saleability works more because candles are included in most of the representations that are made: from shop windows to the rest".

In addition to large-scale distribution, which, however, carries many products both made in Italy and imported, there are also niche products that pass through small shops or specialised retailers. This is also clarified by Anna Raddavero, owner of the historic 'Candle Factory' in Siena. "In addition to the industrial aspect, there is the artisan one that represents a small and niche segment,' she says. 'We make everything by hand and our productions, in addition to remaining in Italy, go to the USA and Japan, and also to northern Europe'. As for competition with foreign countries, it does not seem to frighten or worry him. 'The products we make in Italy,' he adds, 'are for the most part characterised by research into both materials and design. Let's say that the character that distinguishes Made in Italy is that of research and quality, and this is also our strength that allows us to face foreign markets'.

*This article is part of the European collaborative journalism project "Pulse" and was contributed by Petr Jedlička (Denik Referendum, Czech Republic)