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Fragrances - UK - August 2017

OVERVIEW
What you need to know
Products covered in this Report
Excluded
EXECUTIVE SUMMARY
The market
Fragrances set to bounce back
Figure 1: Best- and worst-case forecast for UK retail value sales of fragrances and body sprays, 2012-22
Companies and brands
NPD drives value sales in fragrances
Figure 2: Manufacturer shares in fragrances only, top four and other, 2016
Unilever leads market share in body sprays
Figure 3: Manufacturer shares in body sprays only, top five and other, year ending April 2017
Increase in NPD in 2016
Figure 4: New product development in the fragrances category*, by launch type, January 2014-June 2017
The consumer
Body sprays see a rise in usage
Figure 5: Usage of fragrances only, June 2016 and May 2017
No change in scented toiletry usage
Figure 6: Usage of scented toiletries, June 2016 and May 2017
Beauty brands are popular
Figure 7: Fragrance brands used, by gender, May 2017
Pulse points are popular areas of application
Figure 8: Areas of application, May 2017
Consumers like to smell their fragrances
Figure 9: Fragrance behaviours, May 2017
Purchase is on the rise
Figure 10: Purchase of fragrances, June 2016 and May 2017
Interest in skincare benefits is high…
Figure 11: Interest in fragrance benefits, May 2017
…as well as interest in emotional benefits
Figure 12: Interest in mood/emotional benefits, May 2017
What we think
ISSUES AND INSIGHTS
Blurring the lines with BPC
The facts
The implications
Competing for the middle-income shopper
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
Fragrances see growth in value
Gender perceptions impact value sales
Department stores drive prestige sales
Teenagers are a growing market
Fragrance is a daily routine
MARKET SIZE AND FORECAST
Fragrances set to bounce back in 2017
Figure 13: UK retail value sales of fragrances and body sprays, at current and constant prices, 2012-22
Consistent growth estimated
Figure 14: Best- and worst-case forecast for UK retail value sales of fragrances and body sprays, 2012-22
Forecast methodology
MARKET SEGMENTATION
Gender fluidity continues to be on trend
Figure 15: UK retail value sales of fragrances only, by sector, 2015-17 (est)
Body spray continues to fall in favour
Figure 16: UK retail value sales of body sprays, by sector, 2015-17 (est)
CHANNELS TO MARKET
Spending in the prestige sector boosts department stores
Figure 17: UK retail value sales of fragrances only, by outlet type, 2015 and 2016
Retailers offer seamless multichannel experiences
Bringing digital to retail environments
Low price drives sales of body sprays at discount stores
Figure 18: UK retail value sales of body sprays only, by outlet type, 2015 and 2016
MARKET DRIVERS
Teenagers are a growing market
Figure 19: Trends in the age structure of the UK population, 2012-22
Focus on ingredients
Figure 20: Attitudes towards hand/body/footcare products, January 2017
Fragrance is a daily routine
Figure 21: Daily beauty and grooming priorities, December 2016
A luxury sector
Figure 22: Brand types bought, October 2016
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
NPD impacts brand value
High-end fashion brands target a wider audience…
…whilst high street fashion brands become more competitive
Traditional claims see a decline
Digital advertising sees investment
Beauty brand fragrances are caring
MARKET SHARE
L’Oréal and Estée Lauder show strong growth in value sales
Figure 23: Manufacturer shares in fragrances only, top four and other, 2015 and 2016
NPD limits value decline in body sprays
Figure 24: Manufacturer shares in body sprays only, years ending April 2016 and 2017
LAUNCH ACTIVITY AND INNOVATION
High-end fashion brands innovate in 2016
Figure 25: New product development in the fragrances category*, by launch type, January 2014-June 2017
Figure 26: Examples of fragrance launches from high-end fashion brands, 2016
High street fashion brands become more competitive
Figure 27: Babe power by Missguided, May 2017
Body mists blur the line between skincare and fragrance
Figure 28: Examples of body mist launches in 2016
NPD from beauty brands
Figure 29: New product development in the fragrances category*, by top ultimate companies and other, 2016
Traditional claims see a decline
Figure 30: Top fastest-growing and fastest-declining claims in the fragrances category*, 2016
ADVERTISING AND MARKETING ACTIVITY
Digital advertising sees a rise
Figure 31: Recorded above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, by media type, January 2014-May 2017
Going back to the founder
Figure 32: Gabrielle, a rebel at heart, Chapter 18 of Inside Chanel, February 2017
Coty and L’Oréal lead advertising spend
Figure 33: Recorded above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, by leading companies, 2016
Lynx sees a rebrand
Figure 34: Lynx rebrand, January 2016
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 35: Attitudes towards and usage of selected brands, June 2017
Key brand metrics
Figure 36: Key metrics for selected brands, June 2017
Brand attitudes: Premium fragrances are worth paying more for
Figure 37: Attitudes, by brand, June 2017
Brand personality: Celebrity fragrances are unappealing
Figure 38: Brand personality – Macro image, June 2017
Beauty brands have a caring image
Figure 39: Brand personality – Micro image, June 2017
Brand analysis
Chanel has strong associations with luxury
Figure 40: User profile of Chanel, June 2017
Gucci appeals to high earners
Figure 41: User profile of Gucci, June 2017
Huge Boss appeals to men
Figure 42: User profile of Hugo Boss, June 2017
Lancôme appeals to younger women
Figure 43: User profile of Lancôme, June 2017
Tom Ford has a quirky image
Figure 44: User profile of Tom Ford, June 2017
Clinique is accessible
Figure 45: User profile of Clinique, June 2017
DKNY has a youthful image
Figure 46: User profile of DKNY, June 2017
Jennifer Lopez Fragrances set to see a relaunch
Figure 47: User profile of Jennifer Lopez Fragrances, June 2017
THE CONSUMER – WHAT YOU NEED TO KNOW
Body spray usage is on the rise
Beauty brand fragrances are popular
Pulse points are popular areas of application
Women are experimental with their fragrances
Fragrance purchase is on the rise
Interest in added benefits is high
USAGE OF FRAGRANCES
Body sprays increase in popularity
Figure 48: Usage of fragrances only, June 2016 and May 2017
No change in usage of scented toiletries
Figure 49: Usage of scented toiletries, June 2016 and May 2017
BRAND PREFERENCES
Beauty brands are as popular as fashion brands
Figure 50: Fragrance brands used, by gender, May 2017
Millennials show preference for high street fashion brands
APPLICATION OF FRAGRANCES
Neck and wrists are the most popular areas of application
Figure 51: Areas of application, by gender, May 2017
NPD opportunities for beard fragrances
Hair fragrance usage remains low
FRAGRANCE BEHAVIOURS
Fragrance should be strong
Figure 52: Fragrance behaviours, May 2017
Masking bad smells
Women are more experimental
Figure 53: Statements related to experimentation with fragrances, by gender, May 2017
People prefer variety
Figure 54: Statements related to having a signature scent and a few favourite brands, by age, May 2017
PURCHASE OF FRAGRANCES
Purchase of fragrances is on the rise
Figure 55: Purchase of fragrances, June 2016 and May 2017
INTEREST IN FRAGRANCE INNOVATIONS
High interest in skin benefits
Figure 56: Interest in fragrance benefits, May 2017
Fragrances is an emotional sector
Figure 57: Interest in mood/emotional benefits, May 2017
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Forecast methodology

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