Table of Contents
Executive Summary
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- A category struggling to show growth
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- Figure 1: Best- and worst-case forecast for UK retail value sales of fragrances and body sprays, 2011-21
- Financial situations have improved but could now be impacted by Brexit
- Launch activity sees a decline
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- Figure 2: New product development in the fragrances category*, by launch type, January 2013-May 2016
- Fragrance usage sees a rise
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- Figure 3: Usage of fragrances, June 2015 and June 2016
- High interest in ingredients
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- Figure 4: Usage and interest in fragrances with niche characteristics, June 2016
- High street retailers remain the most popular destination
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- Figure 5: Places of purchase of fragrances, June 2016
- In-store environment is crucial in decision-making process
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- Figure 6: Factors influencing last fragrance purchased, June 2016
- High interest in extending the life of fragrances
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- Figure 7: Interest in fragrance innovations, June 2016
- Celebrity fragrances are no longer aspirational
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- Figure 8: Associations of different fragrance types, June 2016
- What we think
Issues and Insights
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- Savvy shopping behaviours continue to impact the value of the category
- The facts
- The implications
- NPD is down despite interest in innovations being high
- The facts
- The implications
- Attracting younger shoppers
- The facts
- The implications
The Market – What You Need to Know
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- Fragrances market in decline
- Unisex fragrances continue to perform well
- Retailers encourage shoppers to buy in-store
- Young people are set to decline in population whilst older people rising
- Financial situations improve but confidence could be impacted by Brexit
- Online retailers and discounters rise in prominence
Market Size and Forecast
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- Savvy shopping driving down value of fragrances
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- Figure 9: UK retail value sales of fragrances and body sprays, at current and constant prices, 2011-21
- Small but steady rise predicted long term
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- Figure 10: Best- and worst-case forecast for UK retail value sales of fragrances and body sprays, 2011-21
- Forecast methodology
Segment Performance
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- Unisex fragrances continue to fare well
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- Figure 11: UK retail value sales of fragrances only, by sector, 2014-16 (est)
- Mass market lacks the draw of fine fragrance
- Men are getting more involved
- Body sprays decline in value
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- Figure 12: UK retail value sales of body sprays, by sector, 2014-15
Channels to Market
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- Retailers offer in-store experiences to draw in shoppers
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- Figure 13: UK retail value sales of fragrances only, by outlet type, 2014-15
- Making niche more affordable
- Price and convenience drives body sprays sector
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- Figure 14: UK retail value sales of body sprays, by outlet type, 2014-15
Market Drivers
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- Population of young people set to decline
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- Figure 15: Trends in the age structure of the UK population, by gender, 2011-21
- Optimise in-store environment for older people
- Prestige sector boosted by improved financial situations
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- Figure 16: Trends in how respondents would describe their financial situation, May 2011 and May 2016
- Rise of the online channel
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- Figure 17: Online retailers used to purchase BPC products, October 2015
- Discounters driving savvy shopping behaviours
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- Figure 18: Selected discounters market size, 2009/10-2014/15
- Focus on ingredients
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- Figure 19: Changes in haircare habits in the past 12 months, January 2016
- Fragrance experimentation
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- Figure 20: Changes in usage of deodorants/antiperspirants in the last 12 months, April 2016
Key Players – What You Need to Know
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- Coty value sales show a decline
- Overall launch activity is down
- Aromatherapy and botanical claims see a rise
- Companies target younger people
- Advertising spend is up
- Brands use social media to engage consumers
Market Share
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- Coty value takes a hit
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- Figure 21: Top manufacturer’s shares in fragrances only, 2014 and 2015
- Brands struggle in bodysprays
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- Figure 22: Top manufacturer’s shares in body sprays only, years ending March, 2015 and 2016
Launch Activity and Innovation
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- Decline in launch activity
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- Figure 23: New product development in the fragrances category*, by launch type, January 2013-May 2016
- Figure 24: Examples of Estée Lauder Classic Parfums relaunch, 2015
- NPD seasonal peak
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- Figure 25: New product development in the fragrances category*, by quarter, January 2013-May 2016
- Figure 26: Examples of fragrance launches in Q1, 2016
- Unisex declines in focus
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- Figure 27: New product development in the fragrances category*, by sub-category, January 2013-May 2016
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- Figure 28: Examples of unisex fragrances, 2015
- Aromatherapy claims see a rise
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- Figure 29: Top six fastest growing claims in the fragrances category* in 2015
- Focusing on ingredients
- Companies target Millennials
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- Figure 30: New product development in the fragrances category*, by top ultimate companies and other, 2015
Brand Communication and Promotion
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- Brands are spending more on advertising
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- Figure 31: Recorded above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, by media type, January 2013-May 2016
- Burberry aims to innovate with advertising
- Advertising focuses on Q4
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- Figure 32: Recorded above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, by quarter, January 2013-May 2016
- P&G drives advertising in 2015
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- Figure 33: Recorded above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, by ultimate manufacturers, 2015
- Coverage/methodology clarification
Brand Research
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- Brand map
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- Figure 34: Attitudes towards and usage of selected brands, June 2016
- Key brand metrics
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- Figure 35: Key metrics for selected brands, June 2016
- Brand attitudes: Gucci and Jo Malone are worth paying more for
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- Figure 36: Attitudes, by brand, June 2016
- Brand personality: Ariana Grande Fragrances succeed in being fun
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- Figure 37: Brand personality – Macro image, June 2016
- Elizabeth Arden is considered old-fashioned
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- Figure 38: Brand personality – Micro image, June 2016
- Brand analysis
- Gucci has an engaging brand image
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- Figure 39: User profile of Gucci, June 2016
- Elizabeth Arden has broad usage despite being considered tired and boring
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- Figure 40: User profile of Elizabeth Arden, June 2016
- YSL users are older
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- Figure 41: User profile of Yves Saint Laurent, June 2016
- Jo Malone has a vibrant image
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- Figure 42: User profile of Jo Malone, June 2016
- Lacoste appeals to men
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- Figure 43: User profile of Lacoste, June 2016
- Ariana Grande Fragrances appeal to both genders
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- Figure 44: User profile of Ariana Grande Fragrances, June 2016
- Christina Aguilera Fragrances are unappealing
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- Figure 45: User profile of Christina Aguilera Fragrances, June 2016
- One Direction Fragrances appeal to young people
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- Figure 46: User profile of One Direction Fragrances, June 2016
The Consumer – What You Need to Know
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- Fragrance usage is up
- Consumers show interest in ingredients
- High street retailers remain most popular destination
- In-store environment remains important for purchase decision
- High interest in long-lasting fragrances
- Celebrity fragrances score low on usage attributes
Usage of Fragrances
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- Fragrance usage is up
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- Figure 47: Usage of fragrances, June 2015 and June 2016
- Scented toiletries
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- Figure 48: Usage of scented toiletries and other, June 2016
- Usage declines in older men
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- Figure 49: Non-usage of fragrances amongst men, by age, June 2016
Usage of and Interest in Niche Fragrances
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- Interest in ingredients is high
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- Figure 50: Usage of and interest in fragrances with niche characteristics, June 2016
- Older women pay attention to ingredients
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- Figure 51: Usage of fragrances with selected niche characteristics amongst women, by age, June 2016
- Desire for exclusivity
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- Figure 52: Interest in exclusive fragrances, by region, June 2016
- Personalisation could drive value
Purchase of Fragrances
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- Women are more likely to buy
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- Figure 53: Purchase of fragrances, by gender, June 2016
- Older people are gifting
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- Figure 54: Purchase of fragrances for self and others, by age, June 2016
- High street retailers remain most popular destination
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- Figure 55: Places of purchase of fragrances, June 2016
- Young men driven by convenience …
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- Figure 56: Places of purchase of fragrances amongst 16-24s, by gender, June 2016
Fragrance Purchase Influencers
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- In-store environment is important
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- Figure 57: Factors influencing last fragrance purchased, June 2016
- Harnessing the power of gifting
- Men are more influenced by what they see
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- Figure 58: Selected factors influencing last fragrance purchased, by gender, June 2016
Interest in Fragrance Innovations
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- Consumers want fragrances to last longer
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- Figure 59: Interest in fragrance innovations, June 2016
- Multi-use fragrances have high appeal
- People want guidance
Fragrance Associations
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- Celebrity fragrances score low for usage attributes
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- Figure 60: Associations of different fragrance types, June 2016
- Beauty brands are competitive against designer fragrances
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- Figure 61: Perceptions of different fragrance types, June 2016
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
- Brand research
- Brand map
- Correspondence analysis
- Attitudes towards format types
- Correspondence analysis methodology
Appendix – Key Players
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- Figure 62: New product development in the fragrances category, by top ultimate companies and other for 2015, 2014-15
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