Buyer FAQ
How to Choose the Right Candle Size for Your Market
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How to Choose the Right Candle Size for Your Market?
Candle size is not just an aesthetic choice. It determines your price point, your margin, your shipping cost, your target customer, and which retail channels will accept your product. Here is a data-driven guide for B2B buyers choosing their first or next candle format.
Standard Candle Sizes and Their Specifications
| Size (wax weight) | Container Volume | Burn Time | Approx. Shipping Weight (with jar) | Typical Retail Price (US) |
|---|---|---|---|---|
| 100g (3.5 oz) | 120 ml | 20 to 25 hours | 250 to 300g | $10 to $16 |
| 150g (5.3 oz) | 180 ml | 30 to 35 hours | 350 to 420g | $14 to $22 |
| 200g (7 oz) | 250 ml | 40 to 50 hours | 450 to 550g | $18 to $30 |
| 300g (10.6 oz) | 370 ml | 60 to 75 hours | 650 to 800g | $28 to $45 |
| 400g (14 oz) | 500 ml | 80 to 100 hours | 850 to 1,050g | $38 to $60 |
These figures assume soy wax in a glass jar with a single cotton wick. Multi-wick formats and different waxes shift burn time by 10% to 15%.
Which Size Fits Which Market?
100g to 150g: Entry-Level and Gifting
- Best for: gift sets, subscription boxes, hotel amenities, wedding favors, trial sizes.
- Retail channels: Etsy, Amazon (multi-packs), boutique gift shops, corporate gifting.
- Advantage: Low unit cost ($1.50 to $2.50 FOB), easy to bundle into 3-pack or 4-pack sets.
- Limitation: Perceived as “small” by premium buyers. Hard to position above $20 retail as a single unit.
200g: The Industry Standard
- Best for: standalone retail candles, private label brands, DTC e-commerce.
- Retail channels: Amazon, Shopify stores, home decor retailers, candle specialty shops.
- Advantage: The most recognized size. Customers expect 40+ hours of burn time at this weight. Margins support a $22 to $30 retail price with healthy wholesale margins.
- Limitation: Highly competitive. Every brand offers a 200g candle. Differentiation must come from scent, design, or story.
300g to 400g: Premium and Luxury
- Best for: luxury home brands, 3-wick statement candles, high-end retail.
- Retail channels: Department stores, luxury home goods retailers, premium DTC brands.
- Advantage: Higher perceived value. Supports $40+ retail pricing. 3-wick formats at 400g+ are the fastest-growing segment in the US market (up 22% year-over-year in 2024).
- Limitation: Higher shipping cost per unit. Heavier glass containers increase breakage risk. Requires stronger packaging (double-wall boxes, foam inserts).
How Does Size Affect Your Unit Economics?
Using a 200g soy candle as the baseline (FOB cost $2.20):
| Factor | 100g | 200g | 300g | 400g |
|---|---|---|---|---|
| FOB cost | $1.60 | $2.20 | $3.10 | $4.00 |
| Shipping cost per unit (sea, to US) | $0.35 | $0.55 | $0.80 | $1.10 |
| Landed cost | $1.95 | $2.75 | $3.90 | $5.10 |
| Suggested retail | $14 | $24 | $38 | $50 |
| Gross margin at retail | 86% | 89% | 90% | 90% |
| Gross margin at wholesale (50% of retail) | 72% | 77% | 80% | 80% |
Larger candles produce slightly better margins because fragrance oil and wick costs do not scale linearly with wax weight. But shipping cost per unit rises, and breakage rates increase from approximately 1.5% (200g) to 3% to 4% (400g+) without premium packaging.
What About Container Shape?
Size is not just weight. Container dimensions affect performance:
- Wide and shallow (diameter > 8 cm): Faster melt pool, stronger hot throw, shorter burn time per gram. Good for strong-scent brands.
- Narrow and tall (diameter < 7 cm): Slower melt pool, longer burn time, milder throw. Good for subtle, ambient scents.
- 3-wick format (diameter 10 to 12 cm): Even melt, strong throw, luxury appearance. Requires 300g+ wax weight to perform well.
How to Decide: A Simple Framework
Answer these four questions:
- What is your retail price target? Below $18: go 100g to 150g. $18 to $30: go 200g. Above $35: go 300g+ or multi-wick.
- What is your primary sales channel? Subscription boxes and gift sets favor small sizes. DTC and specialty retail favor 200g+. Department stores expect 300g+.
- What is your shipping model? If you ship DTC via parcel carriers, every 100g of weight adds approximately $0.40 to $0.60 in US domestic shipping. Larger candles erode DTC margins unless priced above $35.
- What is your brand positioning? Budget and accessible: smaller sizes, multi-packs. Premium and luxury: larger formats, heavier glass, multi-wick.
Can You Offer Multiple Sizes?
Yes, and many successful brands do. A common lineup:
- 100g travel/tin version ($12 retail) for trial and gifting
- 200g core product ($24 retail) for everyday purchase
- 400g 3-wick statement piece ($48 retail) for premium buyers
At Aromiso, we produce multi-size product lines under one order. The per-SKU minimum is 500 units per size, with a total order minimum of 3,000 units.
The Bottom Line
There is no universally correct candle size. The 200g format is the safest starting point for most new brands because it balances burn time, price perception, shipping cost, and retail compatibility. Scale up to 300g+ for premium positioning, or down to 100g for gifting and trial formats.
Need help selecting the right size and container for your market? Send your target price point and sales channel to aromiso.com, and we will recommend 3 format options with full cost breakdowns.
