Table of Contents
Scope and Themes
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- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
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- Overall fragrances and the FDMx market
- Segmentation—colognes vs. gift packs
- The retail outlook
- Underlying market drivers
- Advertising and marketing efforts break no new ground
- The fragrance consumer
Insights and Opportunities
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- The “cool” factor
- Innovations around convenience
Fast Forward Trends
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- Man gadgets
- What we’ve seen
- Toys for boys
- Looking for the new “first”
Market Size and Forecast
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- Key points
- Total fragrance sales
- Sampling innovations could help boost flagging sales
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- Figure 1: Total U.S. sales and forecast of fragrances at current prices, 2003-13
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- Figure 2: Total U.S. sales and forecast of fragrances at inflation adjusted prices, 2003-13
- Wal-Mart sales
Competitive Context
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- Other scented personal care products factor into fragrance market
- Snapshot of competing products
- Department store closings negatively impact fragrance sales
Segment Performance
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- Key points
- FDMx colognes and gift pack segments each struggle to remain relevant
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- Figure 3: U.S. FDMx sales and forecast of men’s fragrances at current prices, by segment, 2003-13
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- Figure 4: U.S. FDMx sales of men’s fragrances, by segment, 2005 and 2007
Segment Performance—Colognes/Talc/Shaving Lotion
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- Key points
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- Figure 5: Motivation for fragrance purchases, by age, June 2008
- Looking for newer trends
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- Figure 6: U.S. FDMx sales and forecast of colognes/body spray/aftershave, in current prices 2003-13
Segment Performance—Gift Packs
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- Key points
- Gift packs largely dependent on winter holidays
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- Figure 7: U.S. sales and forecast of gift packs for men, in current prices 2003-13
Retail Channels
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- Key points
- Overall fragrance market retailer sales
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- Figure 8: U.S. sales of men’s and women’s fragrances, by retail channel, 2005 and 2007
- FDMx channels
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- Figure 9: U.S. FDMx sales of men’s fragrances, by retail channel, 2005 and 2007
Retail Channels—Drug stores
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- Key points
- Drug stores maintain their relevance
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- Figure 10: U.S. FDMx sales of men’s fragrances at drug stores, 2003-08
Retail Channels—Other IRI
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- Key points
- Other channels also feeling the pinch
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- Figure 11: U.S. FDMx sales of men’s fragrances at other* IRI channels, 2003-08
Market Drivers
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- Increasing male population should boost future sales, with some caveats
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- Figure 12: Use/purchase of fragrance, by age, February 07-March 08
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- Figure 13: Male population by age, 2003-13
- Fragrance sales under pressure from other scented products
Brand Qualities
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- Coty
- Old Spice
- Axe
Innovation and Innovators
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- Key points
- More celebrity fragrances, line extensions and new faces
- Elite collections
- Luxury packaging
Advertising and Promotion
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- Overview
- Introduction to common advertising themes
- The body perfect
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- Figure 14: Giorgio Armani Acqua di Gio, 2007
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- Figure 15: Jean Paul Gaultier Le Male, 2007
- Nostalgia and fantasy
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- Figure 16: Calvin Klein Eternity Male, 2007
- Individualism
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- Figure 17: Brut Revolution Male, 2007
- Seduction
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- Figure 18: Antonio Banderas Blue Seduction, 2007
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- Figure 19: Sean John Unforgivable, 2007
Usage
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- Figure 20: Use/purchase of fragrance, by age, February 07-March 08
- Types of fragrance used/bought
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- Figure 21: Types of fragrance owned, by age, June 2008
- Figure 22: Types of fragrance owned, by household income, June 2008
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- Figure 23: Number of fragrances owned, by age, June 2008
- Brands of fragrance used/bought
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- Figure 24: Brands of fragrance used in the last 12 months, by age, February 07-March 08
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- Figure 25: Brands of fragrance used in the last 12 months, by household income, February 07-March 08
- Preferred retailers for fragrance purchases
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- Figure 26: Preferred fragrance retailers, by age, June 2008
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- Figure 27: Preferred fragrance retailers, by household income, June 2008
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Teen Use
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- Figure 28: Teen use/purchase of cologne/aftershave, by age groups, January 07-November 07
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- Figure 29: Teen cologne/aftershave brand preferences, by age groups, January 07-November 07
- Figure 30: Frequency of teen usage of cologne/aftershave in last 7 days, by age, January 07-November 07
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Attitudes and Motivations
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- Figure 31: Decisions for fragrance use, by age, June 2008
- Figure 32: Decisions for fragrance use, by household income, June 2008
- Fragrance acquisition, and motivation for purchase
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- Figure 33: How fragrances were acquired, by age, June 2008
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- Figure 34: Motivation for fragrance purchases, by age, June 2008
- Reasons for not using fragrances
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- Figure 35: Attitudes towards not using men’s fragrances, by age, June 2008
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Race and Hispanic Origin
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- Usage
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- Figure 36: Use/purchase of aftershave/cologne, by race/Hispanic origin, February 07-March 08
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- Figure 37: Types of fragrance owned, by race/Hispanic origin, June 2008
- Popularity of brands and retailers
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- Figure 38: Brands of fragrance used, by race/Hispanic origin, February 07-March 08
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- Figure 39: Preferred fragrance retailers, by race/Hispanic origin, June 2008
- Usage frequency
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- Figure 40: Usage frequency of fragrance in the last 7 days, by race/Hispanic origin, February 07-March 08
- Fragrance acquisition, and motivation for purchase
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- Figure 41: How fragrances were acquired, by race/Hispanic origin, June 2008
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- Figure 42: Motivation for fragrance purchases, by race/Hispanic origin, June 2008
- Attitudes towards fragrances
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- Figure 43: Decisions on fragrance use, by race/Hispanic origin, June 2008
Cluster Analysis
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- Multifragrants
- Special occasional aftershavers
- Body sprayers
- Cluster characteristics
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- Figure 44: Fragrance owner clusters, June 2008
- Figure 45: Ownership of cologne/body spray/ aftershave by fragrance owner clusters, June 2008
- Figure 46: Number of fragrances currently owned, by fragrance owner clusters, June 2008
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- Figure 47: Method of obtaining fragrance currently owned, by fragrance owner clusters, June 2008
- Figure 48: Attitudes towards wearing fragrance, by fragrance owner clusters, June 2008
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- Figure 49: Types of fragrances most likely to wear, by fragrance owner clusters, June 2008
- Figure 50: Retail destination of fragrance purchase(s), by fragrance owner clusters, June 2008
- Cluster demographics
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- Figure 51: Fragrance owner clusters by age, June 2008
- Figure 52: Fragrance owner clusters by income, June 2008
- Figure 53: Fragrance owner clusters by race, June 2008
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- Figure 54: Fragrance owner clusters by Hispanic origin, June 2008
- Methodology
Custom Consumer Groups
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- Marriage and presence of children
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- Figure 55: Preferred fragrance type, by marital status and presence of children, June 2008
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- Figure 56: Preferred fragrance type, by Hispanic origin, June 2008
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- Figure 57: Motivations for wearing fragrance, by Hispanic origin, June 2008
Appendix: Trade Associations
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