Table of Contents
Scope and Themes
-
- What you need to know
- Definition
- Data sources
- Sales data
- Consumer survey data
- Advertising creative
- Abbreviations and terms
- Abbreviations
- Terms
Executive Summary
-
- The market
-
- Figure 1: Total U.S. sales and fan chart forecast of fragrances, at current prices, 2007-17
- Market factors
- Aging population creates challenges, opportunities
-
- Figure 2: U.S. population, by age, 2012-17
- Hispanic, Asian populations growing and engaged in the category
-
- Figure 3: U.S. population, by race/Hispanic origin 2012-17
- Economy still struggling, but fragrance category gaining momentum
-
- Figure 4: DPI, 2007-March 2012
- Retail channels
-
- Figure 5: Sales of fragrances, by channel, 2012
- Key players
- The consumer
- Perfume has the highest use among traditional forms, but usage frequency is low
-
- Figure 6: Fragrance usage, traditional forms— any, daily, or occasionally wear, May 2012
- Line extension items add benefits, increase usage frequency
-
- Figure 7: Fragrance usage, line extensions—any, daily, or occasionally wear, May 2012
- Added benefits garner high consumer interest
-
- Figure 8: Interest in product innovations, properties, May 2012
- Young men are most likely to be interested in innovative product forms
-
- Figure 9: Interest in product innovation forms—any interest, May 2012
- What we think
Issues in the Market
-
- How can brands sustain long-term growth (or brand loyalty)?
- How will increasing regulation impact the category?
- What role will technology play in the fragrance category?
Insights and Opportunities
-
- Opportunity to add efficacy and value with added benefits
- Beyond luxury
- Natural and sustainable
- Multicultural consumers, Millennials hold greatest opportunity
- A sensory journey
Trend Applications
-
- Trend: Mood to Order
- Trend: Extend My Brand
- 2015 Trend: Brand Intervention
Market Size and Forecast
-
- Key points
- Sales continue to recover after sharp declines during recession
- Category expected to see sales growth through 2017
- Sales and forecast of fragrances
-
- Figure 10: Total U.S. retail sales and forecast of fragrances, at current prices, 2007-17
- Figure 11: Total U.S. retail sales and forecast of fragrances, at inflation-adjusted prices, 2007-17
- Fan chart forecast
-
- Figure 12: Total U.S. sales and fan chart forecast of fragrances, at current prices, 2007-17
- Walmart sales
Market Drivers
-
- Key points
- Aging population creates challenges for the fragrance industry
-
- Figure 13: U.S. population, by age, 2007-17
- Hispanic and Asian populations are growing and engaged in the category
-
- Figure 14: U.S. population, by race/Hispanic origin 2007-17
- Economic recovery slow but fragrance category growing
-
- Figure 15: Thomson Reuters/University of Michigan’s index of consumer sentiment, 2006-Q2 2012
-
- Figure 16: DPI, 2007-March 2012
- Bath and shower products contribute to category growth
-
- Figure 17: Total U.S. retail sales and forecast of soap, bath, and shower products, at current prices, 2006-16
- Figure 18: Total U.S. retail sales and forecast of liquid body wash, at current prices, 2006-16
Competitive Context
-
- Body care products add fragrance and skincare benefits
- Consumers seeking scent through laundry
-
- Figure 19: Interest in product innovations—Scent extensions—Any interested, May 2012
- Experiencing fragrance without wearing it
-
- Figure 20: Interest in product innovations—Scent Extensions—Any interested, May 2012
Segment Performance
-
- Key points
- Women’s and men’s segments showing healthy growth
- Sales of fragrances, by segment
-
- Figure 21: Sales of fragrances, segmented by type, 2010 and 2012
Segment Performance—Women’s Fragrance
-
- Key points
- Women’s fragrance segment healthy and growing
- Sales and forecast of women’s fragrance
-
- Figure 22: Sales and forecast of women’s fragrance, at current prices, 2007-17
Segment Performance—Men’s Fragrance
-
- Key points
- Men’s segment strong, but still recovering
- Sales and forecast of men’s fragrance
-
- Figure 23: Sales and forecast of men’s fragrance, at current prices, 2007-17
Retail Channels
-
- Key points
- Growth driven by “other” channels, leads category in sales growth
- Despite stronger commitment to beauty, drug stores lose share
- Sales of fragrances, by channel
-
- Figure 24: Sales of fragrances, by channel, 2010 and 2012
Retail Channels—Supermarkets
-
- Key points
- Supermarket sales continue to decline
- Supermarket sales of fragrances
-
- Figure 25: Supermarket sales of fragrances, at current prices, 2007-12
Retail Channels—Drug Stores
-
- Key points
- Despite efforts to improve beauty offerings, drug stores lose share
- Drug store most popular retailer for men’s fragrance purchases
-
- Figure 26: Drug store sales of fragrances, at current prices, 2007-12
Retail Channels—Other Retail Channels
-
- Key points
- Strong sales in the “other” segment are driving category growth
- Women more likely to shop specialty beauty over FDMx channels
- Other retail channels sales of fragrances
-
- Figure 27: Other sales of fragrances, at current prices, 2007-12
Leading Companies
-
- Key points
- Category showing growth but sales decline in FDMx
- Sales gains by Unilever and P&G driven by men’s segment
- Manufacturer sales of fragrances
-
- Figure 28: FDMx sales of fragrances by leading companies, 2011 and 2012
Brand Share—Women’s Fragrance
-
- Key points
- Women’s fragrance struggles in FDMx
- Mass fragrance products showing signs of success
- Struggles continue for Coty Beauty in FDMx
- Manufacturer sales of women’s fragrances
-
- Figure 29: FDMx sales of women’s fragrances by leading companies, 2011 and 2012
Brand Share—Men’s Fragrance
-
- Key points
- Men’s fragrance growth slows though faring better than women’s
- Unilever and P&G continue to have success in men’s segment
- Traditional cologne brands struggle in FDMx
- Manufacturer sales of men’s fragrances
-
- Figure 30: FDMx sales of men’s fragrances by leading companies, 2011 and 2012
Innovations and Innovators
-
- New product launch trends
- Celebrity fragrances still hot
- Unisex fragrances surge in popularity
-
- Figure 31: Fragrance product introductions, by subcategory, 2007-12*
- Body sprays
- Product innovations
- Location, location, location
- Take me out to the ballgame
- To the extreme
- Get it while it lasts
Marketing Strategies
-
- Overview of the brand landscape
- Brand analysis: Chanel
-
- Figure 33: Brand analysis of Chanel No. 5, 2012
- Online initiatives
- TV presence
-
- Figure 35: Chanel, television ad, 2012
- Brand analysis: Selena Gomez
-
- Figure 37: Brand analysis of Selena Gomez, 2012
- Online initiatives
- Brand analysis: Curve Appeal
-
- Figure 40: Brand analysis of Curve Appeal for Women and Men, 2012
- Online initiatives
- Print and other
Fragrance Usage Overview
-
- Key points
- Highest usage among lower-ticket items
- Majority of scented products only used occasionally
-
- Figure 42: Fragrance usage, May 2012
- Fragrance wearers more likely to use all product forms
-
- Figure 43: Fragrance usage, by fragrance usage, May 2012
- Brand usage
-
- Figure 44: Brands of perfume, cologne, and toilet water used, by gender, January 2011-March 2012
Fragrance Usage by Type—Traditional Forms
-
- Key points
- Highest fragrance usage among men and women aged 18-34
-
- Figure 45: Fragrance usage—traditional forms, by gender and age, May 2012
Fragrance Usage by Type—Line Extensions
-
- Key points
- Lower-priced scented products lead the way
-
- Figure 46: Fragrance usage—line extensions, by gender and age, May 2012
- Aftershave more likely to be worn every day by older men
-
- Figure 47: Aftershave usage, by male and age, May 2012
- Old Spice most popular aftershave or cologne brand with men
-
- Figure 48: Brands of aftershave lotion or cologne used, among men, January 2011-March 2012
Trying a New Fragrance
-
- Key points
- Smelling is the most frequent method for learning about fragrance
- Word of mouth popular with young men
-
- Figure 49: Steps taken before trying a new fragrance—learning about a scent, by gender and age, May 2012
- Visiting retailers is the most popular way to try fragrances
-
- Figure 50: Steps taken before trying a new fragrance—trying a scent, by gender and age, May 2012
Purchase Locations
-
- Key points
- Drug stores most popular purchase location, but losing ground to other channels
-
- Figure 51: Fragrance purchase locations, May 2012
- Specialty retailers most popular with young women; men more likely to shop at department stores
-
- Figure 52: Fragrance purchase locations, by gender and age, May 2012
Attitudes toward Wearing Fragrance
-
- Key points
- Nearly half of fragrance wearers like to alternate between scents
-
- Figure 53: Attitudes toward wearing fragrances, by gender and age, May 2012
Fragrance Preferences
-
- Key points
- Young women most overwhelmed by fragrance choices
-
- Figure 54: Fragrance preferences, by gender and age, May 2012
- Income impacts fragrance preferences
-
- Figure 55: Fragrance preferences, by household income, May 2012
Interest in Product Innovations—Properties
-
- Key points
- Added benefit fragrances could generate increased usage occasions
-
- Figure 56: Interest in product innovations—properties—Any interested, by gender and age, May 2012
Interest in Product Innovations—Forms
-
- Key points
- Innovative product forms provide creative sampling opportunities
-
- Figure 57: Interest in product innovations—forms—Any interested, by gender and age, May 2012
- Young men express the highest interest in innovative product forms
-
- Figure 58: Interest in product innovations—forms—Very interested, by male and age, May 2012
Interest in Product Innovations—Scent Extensions
-
- Key points
- Scent extensions create opportunity for lower-priced, value added items
-
- Figure 59: Interest in product innovations—scent extensions—Any interested, by gender and age, May 2012
Attitudes toward Fragrance Packaging
-
- Key points
- Product refills improve value perception and support conservation
- Packaging and product color can help support benefits
-
- Figure 60: Attitudes toward fragrance packaging, by gender and age, May 2012
Scent Preference
-
- Key points
- Fresh scents most popular with all respondents
-
- Figure 61: Scent preference, by gender and age, May 2012
Race and Hispanic Origin
-
- Key points
- Multicultural consumers highly engaged in the category
-
- Figure 62: Fragrance usage, by race/Hispanic origin, any wear or every day, May 2012
- Figure 63: Brands of perfume, cologne, and toilet water used, by race/Hispanic origin, January 2011-March 2012
- Black fragrance wearers like to experiment with fragrance
-
- Figure 64: Attitudes toward wearing fragrances, by race/Hispanic origin, May 2012
- Figure 65: Fragrance preferences, by race/Hispanic origin, May 2012
- Asian and Hispanic fragrance wearers express interest in fragrance product innovations
-
- Figure 66: Interest in product innovations—Any interested, by race/Hispanic origin, May 2012
Cluster Analysis
-
-
- Figure 67: Target clusters, May 2012
- Cluster 1: Seekers
- Characteristics
- Opportunity
- Cluster 2: Uninvolved
- Characteristics
- Opportunity
- Cluster 3: Influencers
- Characteristics
- Opportunity
- Cluster characteristic tables
-
- Figure 68: Fragrance usage, by target clusters, May 2012
- Figure 69: Fragrance preferences, by target clusters, May 2012
- Figure 70: Attitudes toward fragrance packaging, by target clusters, May 2012
-
- Figure 71: Interest in product innovations– Any interested, by target clusters, May 2012
- Figure 72: Steps taken before trying a new fragrance, by target clusters, May 2012
-
- Figure 73: Steps taken before trying a new fragrance, by target clusters, May 2012
- Cluster methodology
-
Custom Consumer Groups—Teens
-
- Key points
- Aftershave use increases as male teens age
-
- Figure 74: Use of aftershave lotion and cologne, by male and age, October 2010-November 2011
- Axe is the most used brand among male teens, though usage drops with age
-
- Figure 75: Use of aftershave lotion or cologne, by male and age, October 2010-November 2011
- Cologne and perfume are preferred forms among teens
-
- Figure 76: Use of perfume, cologne, and toilet water, by gender and age, October 2010-November 2011
- Bath & Body Works tops the list for female teens
-
- Figure 77: Use of perfume, cologne, and toilet water, by gender and age, October 2010-November 2011
- Young female teens most likely to be influenced by celebrities
-
- Figure 78: Attitudes about celebrities, by gender and age, October 2010-November 2011
-
- Figure 79: Celebrity fragrance brand usage, by those who like to buy the same products that celebrities use, October 2010-November 2011
Key Household Purchase Measures—SymphonyIRI Group Builders Panel Data
-
- Overview of shaving lotion/men’s fragrances
- Consumer insights on key purchase measures
- Brand map
-
- Figure 80: Brand map, selected brands of shaving lotion/cologne/talc, by household penetration, 52 weeks ending June 26, 2011
- Brand leader characteristics
- Key purchase measures
-
- Figure 81: Key purchase measures for the top brands of shaving lotion/cologne/talc, by household penetration, 52 weeks ending June 26, 2011
Appendix—Other Useful Consumer Tables
-
- Fragrance usage
-
- Figure 82: Fragrance usage, by gender, May 2012
- Trying a new fragrance
-
- Figure 83: Steps taken before trying a new fragrance, by gender, May 2012
-
- Figure 84: Steps taken before trying a new fragrance, by gender, May 2012
- Purchase locations
-
- Figure 85: Fragrance purchase locations, by household income, May 2012
- Interest in product innovations
-
- Figure 86: Interest in product innovations, May 2012
Appendix—SymphonyIRI Builders Panel Data Definitions
-
- SymphonyIRI Consumer Network Metrics
Appendix—Trade Associations
Back to top