Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Abbreviations and terms
- Abbreviations
- Consumer research methodology
- CPI
Executive Summary
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- Number of men, grooming emphasis, celebrity endorsement fuel sales
- FDM market slowing; body sprays and unisex products highlight trends
- Traditional cologne segment dominates but slows while gift packs surge
- A small handful of leading suppliers
- “Boy wants girl” remains marketing theme
- Drug stores top FDM choice
- The male fragrance consumer
- Adult use
- Teen use
- Attitudes towards fragrances and fragrance buying
- Market forecast
Market Drivers and Future Trends
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- Adult male population increases
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- Figure 1: Male population, by age, 2002-12
- Target teen demographic shrinking
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- Figure 2: Population of male teen fragrance users, 2002-12
- Increasing number of older males signifies potential sales boost
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- Figure 3: Use or purchase of aftershave or cologne, by age, January-October 2006
- Gifting accounts for significant portion of sales
- “Metrosexual” term fades even as habits persist
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- Figure 4: Use of aftershave/cologne, January-October 2002-06
- Celebrity endorsement draws sales, but consumers bore easily
Market Size and Trends
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- Market size
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- Figure 5: Total U.S. retail sales of men’s and women’s fragrances, at current and constant prices, 2002-07
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- Figure 6: Total U.S. FDM retail sales of men’s fragrances, at current and constant prices, 2002-07
- Market trends
- Unisex fragrances
- Body sprays
Market Segmentation
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- Men’s fragrances segment overview
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- Figure 7: FDM* sales of men’s fragrances, segmented by type, 2005 and 2007
- Cologne/talc/shaving lotion
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- Figure 8: FDM** sales of cologne/talc/shaving lotion, at current and constant prices, 2002-07
- Gift packs
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- Figure 9: FDM** sales of gift packs, at current and constant prices, 2002-07
Supply Structure
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- Introduction
- Companies and brands
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- Figure 10: Manufacturer FDM** sales of men’s fragrances in the U.S., 2005 and 2007*
- Cologne/talc/shaving lotion
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- Figure 11: Manufacturer FDM* brand sales of men’s cologne/talc/shaving lotion in the U.S., 2005 and 2007
- Gift packs
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- Figure 12: Manufacturer FDM* brand sales of men’s fragrance gift packs in the U.S., 2005 and 2007
- Prestige fragrances
Advertising and Promotion
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- Introduction
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- Figure 13: Advertising expenditures for the leading fragrances from the top three manufacturers, 2005
- Procter & Gamble
- Unilever
- Coty
- Television marketing campaigns
- Outdoors/sports
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- Figure 14: Azzaro Chrome TV spot
- Figure 15: Davidoff Cool Water TV spot
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- Figure 16: BOD Man Fragrance Spray TV spot
- Mood/atmosphere
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- Figure 17: Polo Black by Ralph Lauren TV spot
- Figure 18: R.S.V.P. by Kenneth Cole TV spot
- Single life
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- Figure 19: Sean John Unforgivable TV spot
- Celebrity endorsement
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- Figure 20: Antonio by Antonio Banderas/Puig of Barcelona TV spot
- Figure 21: Daytona 500 by Elizabeth Arden TV spot
Retail Distribution
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- Introduction
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- Figure 22: U.S. retail sales of men’s and women’s fragrances, by channel, 2005 and 2007
- Figure 23: U.S. FDM retail sales of men’s fragrances, by channel, 2005 and 2007
- Drug stores
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- Figure 24: U.S. drug store sales of men’s fragrances, at current and constant prices, 2002-07
- Wal-Mart and other IRI
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- Figure 25: U.S. Wal-Mart and other IRI sales of men’s fragrances, at current and constant prices, 2002-07
- Supermarkets
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- Figure 26: U.S. supermarket sales of men’s fragrances, at current and constant prices, 2002-07
The Consumer – Adult Users
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- Introduction
- Adult use
- Key findings
- Use or purchase of men’s fragrances
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- Figure 27: Use or purchase of aftershave or cologne, by age, January-October 2006
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- Figure 28: Use or purchase of aftershave or cologne, by race/ethnicity, January-October 2006
- Cologne or aftershave?
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- Figure 29: Cologne or aftershave preferred, by age, January-October 2006
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- Figure 30: Cologne or aftershave preferred, by race/ethnicity, January-October 2006
- Gift purchases
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- Figure 31: Purchased cologne or aftershave as a gift, by age, January-October 2006
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- Figure 32: Purchased cologne or aftershave as a gift, by race/ethnicity, January-October 2006
- Brands purchased or used
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- Figure 33: Brands of aftershave/cologne purchased or used, by age, January-October 2006
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- Figure 34: Brands of aftershave/cologne purchased or used, by race/ethnicity, January-October 2006
- Frequency of use
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- Figure 35: Frequency of use of aftershave/cologne, by age, January-October 2006
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- Figure 36: Frequency of use of aftershave/cologne, by race/ethnicity, January-October 2006
The Consumer—Teen Users
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- Summary
- Use or purchase of fragrances
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- Figure 37: Use or purchase of aftershave or cologne, by age, January-October 2006
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- Figure 38: Use or purchase of aftershave or cologne, by race/ethnicity, January-October 2006
- Frequency of teen use
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- Figure 39: Frequency of teen use, by age, January-October 2006
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- Figure 40: Frequency of teen use, by race/ethnicity, January-October 2006
The Consumer—Attitudes, Opinions and Purchase Patterns of Fragrance
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- Summary
- Fragrance ownership
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- Figure 41: Ownership of cologne, body spray or aftershave, by age, September 2007
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- Figure 42: Ownership of cologne, body spray or aftershave, by race/ethnicity, September 2007
- Fragrance repertoire
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- Figure 43: Number of fragrances currently owned, by age, September 2007
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- Figure 44: Number of fragrances currently owned, by race/ethnicity, September 2007
- How fragrance was obtained
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- Figure 45: How fragrance was obtained, by age, September 2007
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- Figure 46: How fragrance was obtained, by race/ethnicity, September 2007
- Types of fragrance preferred
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- Figure 47: Preferred scents, by age, September 2007
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- Figure 48: Preferred scent, by race/ethnicity, September 2007
- Location of fragrance purchase
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- Figure 49: Origin of fragrance purchase, by age, September 2007
- Attitudes towards choosing a fragrance
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- Figure 50: Attitudes towards fragrance purchases, by age, September 2007
- Reasons for not wearing fragrance
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- Figure 51: Reason for not using any fragrance, by age, September 2007
Market Forecast
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- Men’s and women’s fragrances
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- Figure 52: Forecast of total U.S. sales of men’s and women’s fragrances, at current and constant prices, 2007-12
- Men’s fragrances
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- Figure 53: Forecast of U.S. FDM sales of men’s fragrances, at current and constant prices, 2007-12
- Forecast Factors
Appendix: Trade Associations
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