Table of Contents
Executive Summary
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- The issues
- Competitive landscape provides impetus for flat sales
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- Figure 1: Total US sales and fan chart forecast of fragrances, at current prices, 2010-20
- Occasional-use status is barrier to category growth
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- Figure 2: Types of fragrance products used, by any and regular use, May 2015
- Habitual tendencies influence fragrance purchases
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- Figure 3: Fine fragrance purchase influencers, any rank, May 2015
- The opportunities
- Focus on the male consumer
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- Figure 4: Attitudes toward fragrance selection, by gender, February 2015
- Body spray provides inexpensive opportunity for customization
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- Figure 5: Reasons for wearing body spray, May 2015
- Emphasize alternative formats
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- Figure 6: Any use of travel-sized and alternate perfume formats, by age, May 2015
- What it means
The Market – What You Need to Know
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- Flat performance in the competitive fragrance category
- Men’s fragrance performs well, but women’s fragrance dominates
- New product growth in unisex and men’s fragrances
- Shifts in population trends impact market
- Growth among multicultural population
Market Size and Forecast
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- Historic and projected sales performance of fragrance
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- Figure 7: Total US sales and fan chart forecast of fragrances, at current prices, 2010-20
- Figure 8: Total US sales and forecast of fragrances, at current prices, 2010-20
Market Breakdown
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- Men’s fragrances gain, while women’s fragrance continues to struggle
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- Figure 9: Total US retail sales of fragrances, by segment, 2010-15
- Women’s fragrance maintains strong foothold on market performance
- Men’s fragrance proving to be the market’s growth opportunity
- Sales of fragrances occur beyond supermarket and drug channels
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- Figure 11: Total us retail sales of fragrances, by channel, 2013 and 2015
Market Perspective
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- Growth in unisex and men’s fragrances
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- Figure 12: Share of fragrance product launches, by subcategory, 2010-15*
- Product claims help differentiate brands in a crowded marketplace
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- Figure 13: Top 10 fragrance product claims, by share, 2010-15*
Market Factors
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- Growing population should benefit market
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- Figure 14: US population, by age, 2010, 2015, and 2020
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- Figure 15: Any use of fragrance products, by age, May 2015
- Men’s fragrance is key to future growth
- Evolving multicultural demographics influence innovation and marketing
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- Figure 16: US population by race and Hispanic origin, 2010, 2015, and 2020
- Figure 17: Fragrance expenditures, by race/Hispanic origin, February 2014-March 2015
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- Figure 18: Any use of fragrance products, by race/Hispanic origin, May 2015
Key Players – What You Need to Know
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- Leading players by usage penetration
- Customization and alternative fragrance formats gain traction
- Scented toiletries create competition
- Transparency and technology are on deck
Brand Usage of Fragrance
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- Highly fragmented supply chain is a hallmark of competitive market
- Brands of aftershave and cologne used
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- Figure 19: Brands of aftershave and cologne used, February 2009-March 2015
- Brands of perfume, cologne and toilet water used
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- Figure 20: Brands of perfume, cologne, and toilet water used, February 2009-March 2015
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- Figure 21: Top 10 fragrance companies in new product launch activity, by share, 2010-15*
What’s Working?
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- Customization of fragrance going mainstream
- Alternative formats provide opportunity
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- Figure 22: Any use of alternative fragrance formats, by select demographics, May 2015
What’s Struggling?
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- Competition from scented toiletries erodes fine fragrance sales
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- Figure 23: Any use of scented toiletries, by age, May 2015
- Celebrity endorsements
What’s Next?
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- Transparency and the promise of pure fragrance
- Technology can create interest and help shoppers navigate category
The Consumer – What You Need to Know
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- Occasional use of fragrance a barrier to category growth
- Department stores attract the male fragrance user
- Habitual tendencies influence fragrance purchases
- Body sprays perceived as lighter, portable and less expensive
- Customization is in demand for fragrances
- Fragrance scent reveals gender preferences
Fragrance Usage
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- Regular use of fragrance associated with aftershave and scented toiletries
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- Figure 24: Types of fragrance products use, by any and regular use, May 2015
- In their words
Retailer Choice
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- Department stores and mass merchants top choice for fragrance purchase
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- Figure 25: Retailer choice for fragrance purchase, by gender, May 2015
- In their words
Purchase Influencers
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- Product sampling is top purchase influencer
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- Figure 26: Fine fragrance purchase influencers, by gender and age group, May 2015
- In their words
Reasons for Using Body Spray
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- Competitive context
- Reasons for wearing body spray
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- Figure 27: Reasons for wearing body spray, May 2015
- In their words
Attitudes toward Fragrance
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- Fragrance selection
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- Figure 28: Attitudes toward fragrance selection, by gender, May 2015
- Fragrance scent
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- Figure 29: Attitudes toward fragrance scents, by gender, May 2015
- Fragrance ingredients
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- Figure 30: Attitudes toward fragrance ingredients, by age, May 2015
Fragrance Preference
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- Floral scents remain most popular
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- Figure 31: Any fragrance preference, by gender, May 2015
- Fragrance users have distinct scent expectation by product type
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- Figure 32: Correspondence Analysis – Fragrance profiles, May 2015
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- Figure 33: Fragrance preference, by product, May 2015
- In their words
Appendix – Data Sources and Abbreviations
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- Data sources
- Sales data
- Fan chart forecast
- Consumer survey data
- Consumer qualitative research
- Abbreviations
- Abbreviations
Appendix – Market
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- Figure 34: Total US sales and forecast of fragrances, at inflation-adjusted prices, 2010-20
- Figure 35: Total US retail sales of frangrances, by segment, at current prices, 2013 and 2015
- Figure 36: Total US retail sales of fragrances, by channel, at current prices, 2013 and 2015
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Appendix – Consumer
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- Correspondence analysis methodology
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