Amazon Market Watch: Cozy Indoor & Hygge-Inspired Trends

As the holiday fervor subsides and winter wraps many of us in its chilly embrace, the concept of Hygge — the Danish term for cozy comfort and well-being — has become a popular lifestyle trend. Paired with an inherent desire to hit the “reset” button at the start of a new year, consumers are searching for products that facilitate fresh, cozy, and entertaining spaces at home, driving demand for myriad winter indoor products.

More than a fleeting trend, Hygge symbolizes an immersive lifestyle steeped in comfort, connection, and the appreciation of life’s simple pleasures. It is fragrant candles casting a gentle glow, the snug embrace of a fuzzy throw blanket, and the indulgence in a steaming cup of tea on a wintry afternoon. Countless cultural spinoffs can be tied to this philosophy of embracing the softer side of winter, including, most recently, the DIY Burr Basket trend made popular on TikTok.

Grab your favorite comfy blanket and join us as we delve into the heart of Hygge and cozy winter-inspired Amazon shopping trends, exploring Jungle Scout Cobalt product and brand data from three top categories that epitomize the essence of this Danish concept.

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Aromatherapy Candles

Creating a warm ambiance at home with candles is a popular winter trend. Sales of aromatherapy candles increased 20% over the past 90 days compared to the previous three-month period.

Aromatherapy Candles Market Insights

  • Revenue: Up 32%
  • Unit sales: Up 20%
  • Median price: Up 10%

Percentages reflect data for the 90-day period between Oct. 16, 2023, and Jan. 13, 2024, to the previous 90-day period.

Top Brands Competing for Aromatherapy Candle Sales

NEST Fragrances owns the largest share of this segment, growing 3% over the past year to hit 22%, followed by Yankee Candle, whose market share rose 15% in the same time frame to reach 19% market share.

Market Share Leaders

  • NEST Fragrances – 22% (Up 3% YoY)
  • Yankee Candle – 19% (Up 15% YoY)
  • Bath & Body Works – 13% (Down 10% YoY)
  • Glade – 13% (Down 7% YoY)
  • Mrs. Meyer’s Clean Day – 11% (Down 11% YoY)

Data represents the period from Jan 13, 2023 to Jan. 13, 2024, as compared to Jan 13, 2022, to Jan. 13, 2023. Green and red percentages indicate the year-over-year increase or decrease in a brand’s market share.

Leading Aromatherapy Candles on Amazon

Over the past 90 days, fall and winter-scents have been the top-selling aromatherapy candles in Amazon, with these NEST and Yankee Candle favorites seeing revenue increases of more than 100% compared to the previous three-month period.

1. NEST Fragrances 3-Wick Candle, Pumpkin Chai

A testament to the power of pumpkin-lovers, this “Pumpkin Chai”-scented version of NEST Fragrances’ three-wick candle ranked number one in this segment, seeing revenue increase 103%.

2. Yankee Candle Crisp Fall Night

This cozy fall scented version of Yankee Candle’s Classic 22-ounce candle is close behind, with revenue growth of 113% over the past three months.

3. Mrs. Meyer’s Limited Edition Iowa Pine

An easy winter favorite, the pine-scented limited edition version of candles from Mrs. Meyers saw revenue increase 53% since mid October.

Data as of Jan. 17, 2024

Board Games

When going outside feels dreadful, cozy indoor entertainment takes center stage, as evidenced by the spike in consumer interest in board games, card games, and other indoor activity products over the past three months.

Board Games Market Insights

  • Revenue: Up 174%
  • Unit sales: Up 175%
  • Median price: No change

Data reflective of the 90-day period between Oct. 16, 2023, and Jan. 13, 2024, to the previous 90-day period.

Top Brands Competing for Board Game Sales

The market leader in this segment, Hasbro Gaming, lost market share in the past 90 days to Spin Master Games and The Uzzle.

Market Share Leaders

  • Hasbro Gaming – 18% (Down 2% YoY)
  • Spin Master Games – 6% (Up 345% YoY)
  • Stonemaier Games – 4% (Down 31% YoY)
  • The Uzzle – 3% (Up 340% YoY)
  • Underdog Games – 2% (Up 25% YoY)

Data representative data from Jan 13, 2023 to Jan. 13, 2024, as compared to Jan 13, 2022, to Jan. 13, 2023. 

Leading Board Games Products on Amazon

The growing market share of The Uzzle and Underdog Games brands in this segment is evidenced by revenue growth seen from their respective “3.0 Board Game” and “Trekking the Nation” games.

1. The Uzzle 3.0 Board Game

Revenue for the newest edition of The Uzzle’s popular board game increased more than 1,000% over the past year.

2. Stonemaier Games: Wingspan 

Stonemaier Games’ strategy-based game about birds rose 709% year-over-year.

3. Trekking The Nation

Revenue for Underdog Games’ Trekking The National Parks board game increased 269% in the past year.

Data as of Jan. 17, 2024

Chunky Blankets

Big warm blankets are always a winter favorite, and in recent years, social media trends have pointed to a rise in popularity, particularly among younger consumers, of thick, chunky knit blankets.

Market Insights

Revenue: Up 55%
Unit sales: Up 55%
Median price: Down 1%

Data is reflective of the 90-day period between Oct. 16, 2023, and Jan. 13, 2024, to the previous 90-day period

Top Brands Competing for Chunky Blanket Sales

L’Agarty holds the largest chunk of this niche chunky blanket segment and has seen impressive growth over the past year, while other brands have experienced 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)

*Data reflective of the one-year period from Jan 13, 2023 to Jan. 13, 2024, as compared to Jan 13, 2022, to Jan. 13, 2023. Green and red percentages indicate the year-over-year increase or decrease in a brand’s market share.

Leading Chunky Blankets on Amazon
1. L’Agraty Knitted Weighted Blanket

L’Agraty saw revenue for this popular blanket increase 85% over the past year.

2. Bearby Hand-Knit Weighted Blanket

Bearby, which grew it’s market share in this segment by 100% over the last year, saw revenue for this hand-knit weighted blanket increase 100%.

3. Guohaoi Knitted Weighted Blanket

This ultra-chunky weighted blanket from Guohaoi had an even more impressive year, increasing revenue for the brand bymore than 700%.

Data as of Jan. 17, 2024

Search Trends for Hygge Products on Amazon

Amazon search trends data from Cobalt confirms demand for cozy indoor products accelerating over the past 90 days. “Game night” has been particularly popular, in addition to keywords related to small or indoor fire pits, such as “tabletop fire pit indoor,” which saw an increase of more than 1,000%.

Generic keyword 90-day search trend* 
Game night Up 2,409%
Tabletop fire pit indoor Up 1,056%
Board games for family night Up 909%
Mini fireplace Up 362%
Hygge game Up 310%
Cozy blankets Up 222%
Hygge Up 172%
Aromatherapy candles Up 149%

*Data as of Jan. 13, 2024

Opportunities 

The data we’ve outlined here offers just a small glimpse into the wide and far-reaching realm of popular Hygge and winter season products on Amazon. While some segments are loaded with hundreds of brands and products, others — beyond chunky blankets and the world of viral cozy-adjacent products, many of which gain popularity via social media trends are far less competitive for sellers looking to expand their offerings. 

By studying the competitive landscape and capitalizing on emerging search trends, brands can build growth, gain momentum, and drive revenue for these and other product offerings. 

About This Report

The product data in this report is representative of the U.S. Amazon market. Market insights on Amazon products were sourced from Jungle Scout Cobalt, an industry-leading market intelligence, advertising optimization, and ecommerce reporting platform powered by nearly 2 billion Amazon data points. Year-over-year comparison data reflects the period of Jan. 13, 2023 to Jan. 13, 2024, as compared to Jan. 13, 2022 to Jan. 13, 2023. 90-day trends data reflects the 90 days leading up to Jan. 13, 2024, in comparison to either the previous 90-day period or the year-ago 90-day period. 

We encourage you to share, reference, and publish this report’s findings with attribution to “Jungle Scout Cobalt” and a link to this page.

For more information, specific data requests, media assets, or to reach the author, please contact us at [email protected].

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