Candle industry: online market analysis

The data presented below is best suited to desktop, partly due to the presence of interactive graphs.

SEO & SEA Google Market Analysis of the candles

For the candles industry, Aspen Digital’s data team conducted an extensive analysis over a period of three months, comparing the search results. This applies to both the organic search results and the paid text ads.

Would you like to see your market position in Google straight away? Quickly click the button and see your own presence and position in the table for both the organic and paid search results!

See your position in the search engine market

The top 5parties:

#	Organic October	Organic January	SEA
1	Bol.com	Hema.nl	Bol.com
2	Junofires.nl	Bol.com	Temu.com
3	Hema.nl	Xenos.nl	Amazon.nl
4	Xenos.nl	Kaarsenfakkels.nl	Hema.nl
5	Dille-kamille.nl	Dille-kamille.nl	Google.nl

• Hema.nl (also in the SEA top 5) has risen in this comparison from position 3 in October to position 1 in January;
• Bol.com (also a strong SEA presence) has dropped from position 1 to position 2;
• Xenos.nl has risen from position 4 to position 3 in January;
• Kaarsenfakkels.nl is a new entry in the top 5 in position 4;
• The number 5 from October Dille-kamille.nl is still in fifth place.

The analysis and graphs are based on 214 key search terms within the candle industry, which together represent an average monthly search volume of 250.160 .

How has the market been analysed?

Google organic in October

Here you can see the 25 websites that are most present in this industry based on the organic results in Google on 13-10-2025. Only the top 20 results per search term were used to provide as accurate a picture as possible and to map the parties actively working to become visible within this keyword theme.

The ideal position is in the top right of the graph: this means that your website ranks in the top 20 for many search terms and has achieved a good average position.

Google organic in January

This is the SEO market 3 months later compared with the first measurement. By analysing the situation in January, you can see the medium-term SEO trend within your industry. Think of emerging parties that are increasingly gaining market share, or established names that are becoming even more firmly established in the market.

More importantly, you can of course also see how your organic presence and average position have developed compared with your competitors.

To make comparison easier and give you a clear overview, a percentage graph has also been added. This allows you to see at a glance how the positions of different players in your industry have shifted. Whether it concerns the growth of new players, the consolidation of established names or a decline, the graph clearly shows the trend for each website.

Changes in the organic market in 3 months

Here too, the top right is the most favourable: the number of search terms in the top 20 has increased, along with a better average position. The bottom left is the least favourable, because there you have fewer search terms in the top 20 as well as a worse position.

In this graph, a positive percentage change in position means that your rankings have improved. Put simply: if you rise from position 2 to position 1 this means an improvement of +50%.

Looking at the period (13-10-2025 and 13-01-2026) these are our findings:

Discover your developments at keyword level

Advertising presence

In addition to analysing the organic Google search results, the corresponding paid text adverts were also examined. As you know, the first organic position in Google is the highest achievable, but that does not (unfortunately) necessarily mean that your website is immediately visible to the searcher.

For that reason, it is interesting to examine for the same search terms over the entire 3-month period which parties are also actively using SEA. This gives you an even more concrete view of your visibility in Google for the candle industry and allows you to see even more clearly who your biggest competitors are.

These are the top 5 advertisers over the period 13-10-2025 to 13-01-2026:

Discover the most displayed candle text ads

Candle industry overview

Are you not listed or would you like to know your position in the market in even more detail, at an organic or advertising level? Contact us!

Brief explanation of the table:

• The websites shown are the most prominent players in the market, based on the organic measurements of 13-10-2025 and 13-01-2026, or due to a strong SEA presence;
• The starting and ending position is the average organic position of the two daily measurements;
• Presence % is the percentage of organic search terms in the top 20 of the two daily measurements;
• The SEA position and presence are based on the entire 3 months and show the average SEA position and total presence expressed as a percentage.

Website	Starting position	Ending position	Visibility-% start	Visibility-% end	SEA position	Visibility-%
123led.nl	5.95	6.37	22.4%	22%	2.03	15.9%
Action.com	11.16	12.39	34.1%	37.4%	2.15	16.5%
Amazon.nl	14.06	13.54	30.8%	31.8%	2.52	42.3%
Beslist.nl	15.2	14.6	12.1%	10.3%	2.58	2.7%
Bol.com	6.16	7.76	78%	80.4%	1.31	65.4%
Bosrand.nl	13.15	15.78	12.6%	18.2%	0	0%
Debijenkorf.nl	8.19	6.55	14.5%	12.6%	2.07	7.7%
Dille-kamille.nl	5	4.7	23.8%	27.1%	0	0%
Hema.nl	4.72	3.96	45.8%	49.1%	1.95	21.4%
Ikea.com	12	15.16	34.6%	36%	1.69	1.1%
Intratuin.nl	9.5	8.83	40.7%	42.5%	2.08	2.7%
Junofires.nl	1.87	3.66	22%	20.6%	1.49	14.8%
Jysk.nl	7.73	9.66	17.3%	17.8%	0	0%
Kaarsen-online.nl	6.97	6.13	21%	19.6%	0	0%
Kaarsenfakkels.nl	7.25	3.76	21.5%	22.4%	0	0%
Kaarswinkel.nl	6.28	5.04	15%	15.9%	1.26	7.7%
Kerstversiering.nl	8.74	7.74	12.1%	8.9%	2	0.5%
Kwantum.nl	15.1	10.91	20.6%	17.8%	2	1.6%
Leenbakker.nl	10.74	14.18	11.2%	16.4%	0	0%
Marktplaats.nl	14.81	15.41	7.5%	10.7%	0	0%
Nordicnest.nl	14.39	13.66	11.7%	10.7%	2.2	0.5%
shop.Vtwonen.nl	11.02	7.54	7.9%	11.7%	0	0%
Tedlights.com	9.56	8.88	7.9%	10.3%	1.41	1.1%
Thechristmasshop.nl	7.65	7.49	7%	12.6%	0	0%
Xenos.nl	6.58	6.73	47.2%	54.2%	2.29	5.5%

Your visibility by theme mapped out

The online candle industry has been thoroughly researched. By analysing how often your brand and those of your competitors are present in the search results (both paid and organic), you now have a clear picture of your position in the search engine market.

Perhaps you are performing better than you thought, meeting your expectations, or you have discovered that there is still plenty of room to grow.

Your market consists of various themes, each with unique challenges and opportunities, meaning that both your organic and paid visibility can strongly vary.

Want to delve even deeper?

Discover your Google presence and positions based on the themes/categories that are relevant to your website. This gives you an even clearer picture of the effect of your current search engine marketing efforts and where your online growth and opportunities lie.

How can we help you with this?

Every day, we create HTML snapshots of the Google search results page for the search terms that are relevant to you and store these as well.

As a result, we analyse not only keywords on a large scale, but also delve deeply into text ads, the titles of organic results, video results, Google Shopping and other important elements present on the search results page.

This gives you a 360-degree overview of your online visibility and that of your competitors. With these detailed insights, you can take targeted action to strengthen your position in the industry and generate more revenue and return from your visibility potential!

See your specific opportunities by theme? Schedule a meeting?