Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
Executive Summary
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- Snapshot of the market
- Complex market drivers
- Relatively flat overall market
- Distribution channels in flux
- Key suppliers remain largely unchanged
- Advertising is the key
- The consumer
- A challenging future
- Flat sales in the forecast
Market Drivers
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- More men in most age groups
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- Figure 1: U.S. male population projections, by age, 2001-11
- Key target age group declining
- New target markets will emerge
- “Metrosexual” era ends, but habits remain
- Masculine icons and celebrity draw
Market Size and Trends
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- Market size
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- Figure 2: Total U.S. retail sales of men’s fragrances, at current and constant prices, 2001-06
- Figure 3: Graph: Total U.S. retail sales of men’s fragrances, at current and constant prices, 2001-06
- Market trends
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- Figure 4: Total U.S. men’s fragrance introductions, 2003-06
Market Segmentation
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- Introduction
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- Figure 5: FDM sales of men’s fragrances, segmented by type, 2004 and 2006
- Cologne/talc/shaving lotion
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- Figure 6: FDM sales of cologne/talc/shaving lotion, at current and constant prices, 2001-06
- Gift packs
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- Figure 7: FDM sales of fragrance-based gift packs, at current and constant prices, 2001-06
Supply Structure
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- Company and brand sales through FDM channels
- Introduction
- FDM activity
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- Figure 8: Leading manufacturer sales of FDM men’s fragrances in the U.S., 2004 and 2006
- Figure 9: Manufacturer brand FDM sales of men’s fragrances in the U.S., 2004 and 2006
- Prestige and celebrity fragrances
- Profiles of major manufacturers
- Coty Inc.
- Unilever
- Procter & Gamble
- L’Oréal
- Liz Claiborne
Advertising and Promotion
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- Are traditional images falling short?
- Ralph Lauren
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- Figure 10: Ralph Lauren Polo Black, 2006
- Spirit
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- Figure 11: Spirit Antonio Banderas, 2006
- Davidoff
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- Figure 12: Davidoff Cool Water, 2006
- Sean John
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- Figure 13: Sean John Unforgivable, 2006
- Coty Inc.
- Unilever
- Procter & Gamble
Retail Distribution
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- Introduction
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- Figure 14: U.S. retail sales of men’s fragrances, by channel, 2004 and 2006
- Drug stores
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- Figure 15: U.S. drug store sales of men’s fragrances, at current and constant prices, 2001-06
- Supermarkets
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- Figure 16: U.S. supermarket sales of men’s fragrances, at current and constant prices, 2001-06
- Mass merchandisers
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- Figure 17: U.S. mass merchandiser sales of men’s fragrances (excluding Wal-Mart), at current and constant prices, 2001-06
- Department store sales of men’s fragrance
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- Figure 18: Department store sales of men’s fragrances, at current and constant prices, 2001-06
- Specialty stores
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- Figure 19: Specialty store sales of men’s fragrances, at current and constant prices, 2001-06
- Other (includes online channels, Wal-Mart, etc.)
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- Figure 20: Estimated other sales of men’s fragrances, at current and constant prices, 2001-06
The Consumer
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- Introduction
- Key findings
- Ownership of fragrance products
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- Figure 21: Fragrance ownership, September 2006
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- Figure 22: Fragrance ownership, by type, September 2006
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- Figure 23: Fragrance ownership, by type and age, September 2006
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- Figure 24: Fragrance ownership, by type and by race/ethnicity, September 2006
- Frequency of fragrance use
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- Figure 25: Frequency of fragrance usage, September 2006
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- Figure 26: Frequency of fragrance usage, by age, September 2006
- Teen usage of fragrances
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- Figure 27: Teen use of fragrance, by age, January-September 2005
- Numbers of different fragrances owned
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- Figure 28: Number of fragrances owned, September 2006
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- Figure 29: Number of fragrances owned, by age, September 2006
- Source of fragrance owned
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- Figure 30: Source of fragrance, September 2006
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- Figure 31: Source of fragrance, by age, September 2006
- Scents most likely to wear
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- Figure 32: Scents most likely to wear, September 2006
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- Figure 33: Scents most likely to wear, by age, September 2006
- Where fragrances were purchased
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- Figure 34: Where fragrances were purchased, September 2006
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- Figure 35: Where fragrances were purchased, by age, September 2006
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- Figure 36: Where fragrances were purchased, by household income, September 2006
- Attitudes towards and reasons for fragrance usage
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- Figure 37: Attitudes towards and reasons for fragrance usage, September 2006
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- Figure 38: Attitudes towards fragrance usage, by age, September 2006
- Reasons for lack of fragrance usage
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- Figure 39: Reasons for lack of fragrance usage, September 2006
Future and Forecast
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- Future trends
- Celebrity television and film tie-ins expand
- Environmentally friendly fragrances
- The proliferation of scent
- Market forecast
- Men’s fragrances
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- Figure 40: Forecast of total U.S. sales of men’s fragrances, at current and constant prices, 2006-11
- Figure 41: Graph: Former and forecasted total U.S. sales of men’s fragrances, at current prices, 2001-11
- Men’s cologne, talc, and shaving lotion
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- Figure 42: Forecast of U.S. FDM sales of men’s cologne, talc, and shaving lotion, at current and constant prices, 2006-11
- Men’s fragrance-based gift packs
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- Figure 43: Forecast of U.S. FDM sales of men’s fragrance-based gift packs, at current and constant prices, 2006-11
- Forecast factors
Appendix: Trade Associations
Appendix: New Product Briefs
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- Avon: Avon Mesmerize
- Product Description
- Procter & Gamble: Old Spice OS Signature
- Paul Smith Parfums: Paul Smith Story
- Gemini Cosmetics: Kiss Him
- Idelle Labs: Brut Revolution
- Avon: Touch by Black Suede
- Unilever: Axe Lab
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