Table of Contents
Introduction
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- Definitions
- Methodology
- Consumer research
- Abbreviations
Executive Summary
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- The market
- Resilient in a challenging economic setting
- Still growing, but at a slower rate
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- Figure 1: UK best- and worst-case forecast for value sales of men’s and women’s fragrances, 2007-17
- Companies, brands and innovation
- Multinationals lead
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- Figure 2: Manufacturers’ shares in fragrances, 2011
- Active new product development
- The consumer
- Popular products
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- Figure 3: Frequency of use of fragrances, by type of fragrance used, July 2012
- Many occasions and reasons to wear
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- Figure 4: Top occasions on which people wear fragrance, by type of fragrance worn, July 2012
- What we think
Issues in the Market
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- Will value growth be sustained?
- Is eco-friendliness really an issue?
- Are there any Olympic opportunities?
- Signature scents or brand associations?
Trend Application
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- Trend: Secret Secret
- Trend: Let’s make a deal
- 2015 Trend: Objectify
Market Environment
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- Key points
- Attitudes towards appearance and personal care
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- Figure 5: Trends in attitudes towards personal care, GB, 2008-12
- Attitudes towards appearance amongst fragrance users
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- Figure 6: Trends in attitudes towards personal appearance, by female users of perfume and eau de toilette, 2008-12
- Market in context
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- Figure 7: Trends in usage of selected toiletries and cosmetics, 2010-12
- Age of population
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- Figure 8: Trends in the age structure of the UK population, by gender, 2007-17
- Social grade
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- Figure 9: Forecast adult population trends, by socio-economic group, 2007-17
- Employment
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- Figure 10: Employment and unemployment, by gender, 2007-17
Strengths and Weaknesses
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- Strengths
- Weaknesses
Who’s Innovating?
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- Key points
- Launch trends
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- Figure 11: New fragrance launches, by category, Jan 2007-Jun 2012
- Figure 12: New product launches, by top 5 companies, 2011
- New product launches by leading claims
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- Figure 13: New product launches, by top 10 claims, 2011
- New product launches by type
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- Figure 14: New product launches, % share by launch type, 2007-H1 2012
- New product launches
- Female fragrances take centre stage
- City-Inspired
- Manly scents
- For him and for her
Market Size and Forecast
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- Key points
- Growth slows to 2012
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- Figure 15: Best- and worst-case scenario value sales of fragrances, 2007-17
- The future
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- Figure 16: UK best- and worst-case forecast for value sales of men’s and women’s fragrances, 2007-17
- Women’s fragrances
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- Figure 17: UK best- and worst-case forecast for value sales of the women’s fragrances segment, 2007-17
- Men’s fragrances
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- Figure 18: UK best- and worst-case forecast for value sales of the men’s fragrances segment, 2007-17
- Forecast methodology
Segment Performance
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- Key points
- Sales by segment
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- Figure 19: UK retail value sales of fragrances, by sector, 2010-12
Market Share
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- Key points
- Fragmented market
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- Figure 20: Manufacturers’ shares in fragrances, 2011
Companies and Products
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- Avon
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- Figure 21: Financial performance of Avon, 2010-11
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- Figure 22: Avon fragrances launched, July 2011-June 2012
- Figure 23: Avon UK advertising spend on fragrances, 2008-11
- Chanel
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- Figure 24: Chanel fragrances launched, July 2011-June 2012
- Figure 25: Chanel UK advertising spend on fragrances, 2008-11
- Coty
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- Figure 26: Financial performance of Coty UK Limited, 2010-11
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- Figure 27: Coty fragrances launched, July 2011-June 2012
- Figure 28: Coty UK advertising spend on fragrances, 2008-11
- Elizabeth Arden
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- Figure 29: Financial performance of Elizabeth Arden, 2010-11
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- Figure 30: Elizabeth Arden UK advertising spend on fragrances, 2008-11
- Estée Lauder
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- Figure 31: Financial performance of Estée Lauder, 2010-11
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- Figure 32: Estée Lauder fragrances launched, July 2011-June 2012
- Figure 33: Estée Lauder UK advertising spend on fragrances, 2008-11
- Inter Parfums
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- Figure 34: Financial performance of Inter Parfums Inc., 2010-11
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- Figure 35: Inter Parfums fragrances launched, July 2011-June 2012
- L’Oréal
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- Figure 36: Financial performance of L’Oréal, 2010-11
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- Figure 37: L’Oréal fragrances launched, July 2011-June 2012
- Figure 38: L’Oréal UK advertising spend on fragrances, 2008-11
- LVMH
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- Figure 39: Financial performance of LVMH, 2010-11
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- Figure 40: LVMH fragrances launched, July 2011-June 2012
- Procter & Gamble
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- Figure 41: Financial performance of Procter & Gamble, 2010-11
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- Figure 42: Procter & Gamble fragrances launched, July 2011-June 2012
- Figure 43: Procter & Gamble advertising spend on fragrances, 2008-11
- Puig
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- Figure 44: Financial performance of Puig, 2010-11
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- Figure 45: Puig fragrances launched, July 2011-June 2012
- Figure 46: Puig UK advertising spend on fragrances, 2008-11
- Shiseido
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- Figure 47: Financial performance of Shiseido, 2010-11
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- Figure 48: Shiseido fragrances launched, July 2011-June 2012
- Unilever
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- Figure 49: Financial performance of Unilever, 2010-11
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- Figure 50: Unilever fragrances launched, July 2011-June 2012
Brand Research
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- Brand map
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- Figure 51: Attitudes towards and usage of brands in the men’s and women’s fragrances sector, July 2012
- Correspondence analysis
- Brand attitudes
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- Figure 52: Attitudes by fragrance brand, July 2012
- Brand personality
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- Figure 53: Fragrance brand personality – macro image, July 2012
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- Figure 54: Fragrance brand personality – micro image, July 2012
- Brand experience
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- Figure 55: Fragrance brand usage, July 2012
- Figure 56: Satisfaction with various fragrance brands, July 2012
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- Figure 57: Consideration of fragrance brands, July 2012
- Figure 58: Consumer perceptions of current fragrance brand performance, July 2012
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- Figure 59: Fragrances brand recommendation – Net Promoter Score, July 2012
- Brand index
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- Figure 60: Fragrance brand index, July 2012
- Figure 61: Fragrance brand index vs. recommendation, July 2012
- Target group analysis
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- Figure 62: Target groups, July 2012
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- Figure 63: Fragrance brand usage, by target groups, July 2012
- Group One – Conformists
- Group Two – Simply the Best
- Group Three – Shelf Stalkers
- Group Four – Habitual Shoppers
- Group Five – Individualists
Brand Communication and Promotion
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- Key points
- Total adspend
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- Figure 64: UK advertising spend on fragrances, 2008-11
- New product launches against adspend
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- Figure 65: New product launches against adspend, by month, 2008-11 average
- Adspend by category
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- Figure 66: UK advertising spend on fragrances, by product category, 2008-11
- Adspend by media type
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- Figure 67: UK advertising spend on fragrances, by media type, 2010-11
- Leading advertisers
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- Figure 68: UK advertising spend on fragrances, by top 20 advertisers, 2008-11
- Figure 69: UK advertising spend on fragrances, by top 10 advertisers, 2008-11
Channels to Market
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- Key points
- Boots the leading distributor
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- Figure 70: UK retail value sales of fragrances, by outlet type, 2011
Consumer – Frequency of Use
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- Key points
- Fragrance usage trends
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- Figure 71: Trends in female frequency of using perfume and eau de toilette, GB, 2008-12
- Stronger appeal amongst the under-35s
- Types of fragrances used
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- Figure 72: Frequency of use of fragrances, July 2012
- The fragrance wardrobe
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- Figure 73: Number of types of fragrance used, July 2012
Consumer – Occasions of Usage
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- Key points
- What do people wear and when?
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- Figure 74: Occasions on which people wear fragrance, July 2012
- Number of fragrances worn, by types of occasion
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- Figure 75: Number of occasions on which people wear fragrance, July 2012
Consumer – Reasons for Using Fragrance
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- Key points
- Smelling good
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- Figure 76: Reasons for using fragrances, July 2012
- Scent of attraction
- Indulging the senses
- Nostalgia
- Number of reasons to use fragrance
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- Figure 77: Number for reasons for using fragrances, July 2012
Consumer – Buying Fragrances
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- Key points
- Importance of sampling when buying fragrances for self
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- Figure 78: Purchase of fragrances for self, July 2012
- The role of sampling
- The smell test
- Familiarity key for gift purchasing
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- Figure 79: Purchase of fragrances for someone else, July 2012
- Advice is key to gift purchases
Consumer – Attitudes Towards Buying Fragrances
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- Key points
- Trying before buying
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- Figure 80: Attitudes towards fragrances, July 2012
- Scents of survival
- Over-optioned shoppers
Consumer – Target Groups
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- Key points
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- Figure 81: Consumer typologies, July 2012
- Experimental Experientials – (32%)
- Who are they?
- Involved Loyalists – (25%)
- Who are they?
- Uninvolved Functionals – (43%)
- Who are they?
Appendix – Market Environment
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- Figure 82: Trends in attitudes towards personal care, GB, 2008-12
- Figure 83: Trends in attitudes towards personal care, GB, by demographics, 2012
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- Figure 84: Trends in attitudes towards personal appearance, by female users of perfume and eau de toilette, by demographics, 2012
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Appendix – Who’s Innovating?
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- Figure 85: New product launches, by top 20 companies, 2007-H1 2012
- Figure 86: New product launches, by top 20 claims, 2007-H1 2012
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Appendix – Brand Research
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- Figure 87: Brand usage, July 2012
- Figure 88: Brand commitment, July 2012
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- Figure 89: Brand momentum, July 2012
- Figure 90: Brand diversity, July 2012
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- Figure 91: Brand satisfaction, July 2012
- Figure 92: Brand recommendation, July 2012
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- Figure 93: Brand attitude, July 2012
- Figure 94: Brand image – macro image, July 2012
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- Figure 95: Brand image – micro image, July 2012
- Figure 96: Profile of target groups, by demographics, July 2012
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- Figure 97: Psychographic segmentation, by target groups, July 2012
- Figure 98: Brand usage, by target group, July 2012
- Brand index
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- Figure 99: Brand index, July 2012
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Appendix – Brand Communication and Promotion
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- Figure 100: UK advertising spend on fragrances, by product category, by market share, 2008-11
- Figure 101: UK advertising spend on fragrances, by product category, 2008-11
- Figure 102: UK advertising spend on fragrances, % share by media type, 2008-11
- Figure 103: UK advertising spend on fragrances, % share by top 20 advertisers, 2008-11
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- Figure 104: UK advertising spend on fragrances, by top 20 brands, 2008-11
- Figure 105: UK advertising spend on fragrances, % share by top 20 brands, 2008-11
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Appendix – Consumer Frequency of Use
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- Women
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- Figure 106: Trends in female frequency of using perfume and eau de toilette, GB, by demographics, 2012
- Men
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- Figure 107: Trends in male frequency of using aftershave/male fragrances, GB, by demographics, 2012
- Use of fragrance by type
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- Figure 108: Frequency of all users of all fragrances (includes fragrances & scented toiletries), by demographics, July 2012
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- Figure 109: Frequency of use of fragrances for scented toiletries, by demographics, July 2012
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- Figure 110: Frequency of use of fragrances for body spray, by demographics, July 2012
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- Figure 111: Frequency of use of fragrances for scented soap/shower gel, by demographics, July 2012
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- Figure 112: Frequency of use of fragrances only (excludes all scented toiletries), by demographics,July 2012
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- Figure 113: Frequency of use of fragrances for parfum, by demographics,July 2012
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- Figure 114: Frequency of use of fragrances for eau de parfum (EdP) ie 10-30% concentration of essence, by demographics,July 2012
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- Figure 115: Frequency of use of fragrances for eau de toilette (EdT) ie 5-20% concentration of essence, by demographics,July 2012
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- Figure 116: Frequency of use of fragrances for roll on perfume, by demographics,July 2012
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- Figure 117: Frequency of use of fragrances for scented body lotion from a fragrance line or a speciality retailer, by demographics,July 2012
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- Figure 118: Frequency of use of fragrances for scented body lotion from a lotion manufacturer, by demographics,July 2012
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- Figure 119: Frequency of use of fragrances for aftershave, by demographics,July 2012
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- Figure 120: Frequency of use of fragrances for other perfume format, by demographics,July 2012
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- Figure 121: Frequency of use of fragrances for eau de cologne ie 3-5% concentration of essence, by demographics,July 2012
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- Figure 122: Frequency of use of fragrances for scented body powder, by demographics,July 2012
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- Figure 123: Reasons for using fragrances, by frequency of all users of all fragrances (including fragrances & scented toiletries), July 2012
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- Figure 124: Reasons for using fragrances, by frequency of use of fragrances only (excluding scented toiletries), July 2012
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- Figure 125: Reasons for using fragrances, by frequency of use of fragrances for scented toiletries only (excluding fragrances), July 2012
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- Figure 126: Attitudes towards fragrances, by frequency of all users of all fragrances (includes fragrances & scented toiletries), July 2012
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- Figure 127: Attitudes towards fragrances, by frequency of use fragrances only (excludes scented toiletries), July 2012
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- Figure 128: Attitudes towards fragrances, by frequency of use of fragrances for scented toiletries (excludes fragrances only), July 2012
- Repertoire
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- Figure 129: Number of types of fragrances used, July 2012
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- Figure 130: Number of types of fragrances used by demographics, July 2012
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- Figure 131: Frequency of use of fragrances by number of types of fragrances used, July 2012
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- Figure 132: Occasions on which people wear fragrance, by number of types of fragrances used, July 2012
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- Figure 133: Reasons for using fragrances, by number of types of fragrances used, July 2012
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- Figure 134: Attitudes towards fragrances, by number of types of fragrances used, July 2012
Appendix – Consumer Occasions of Usage
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- Figure 135: Reasons for using fragrances, by most popular occasions on which people wear fragrance, July 2012
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- Figure 136: Reasons for using fragrances, by next most popular occasions on which people wear fragrance, July 2012
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- Figure 137: Reasons for using fragrances, by other occasions on which people wear fragrance, July 2012
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- Figure 138: Attitudes towards fragrances, by most popular occasions on which people wear fragrance, July 2012
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- Figure 139: Attitudes towards fragrances, by next most popular occasions on which people wear fragrance, July 2012
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- Figure 140: Attitudes towards fragrances, by other occasions on which people wear fragrance, July 2012
- Repertoire
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- Figure 141: Number of occasions on which people wear fragrance at home, July 2012
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- Figure 142: Number of occasions on which people wear fragrance at home, by demographics, July 2012
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- Figure 143: Frequency of use of fragrances, by number of occasions on which people wear fragrance at home, July 2012
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- Figure 144: Reasons for using fragrances, by number of occasions on which people wear fragrance at home, July 2012
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- Figure 145: Attitudes towards fragrances, by number of occasions on which people wear fragrance at home, July 2012
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- Figure 146: Number of occasions on which people wear fragrance to work, July 2012
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- Figure 147: Number of occasions on which people wear fragrance to work, by demographics, July 2012
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- Figure 148: Frequency of use of fragrances, by number of occasions on which people wear fragrance to work, July 2012
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- Figure 149: Reasons for using fragrances, by number of occasions on which people wear fragrance to work, July 2012
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- Figure 150: Attitudes towards fragrances, by number of occasions on which people wear fragrance to work, July 2012
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- Figure 151: Number of occasions on which people wear fragrance to meet with friends, July 2012
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- Figure 152: Number of occasions on which people wear fragrance to meet with friends, by demographics, July 2012
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- Figure 153: Frequency of use of fragrances, by number of occasions on which people wear fragrance to meet with friends, July 2012
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- Figure 154: Reasons for using fragrances, by number of occasions on which people wear fragrance to meet with friends, July 2012
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- Figure 155: Interest towards fragrances, by number of occasions on which people wear fragrance to meet with friends, July 2012
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- Figure 156: Attitudes towards fragrances, by number of occasions on which people wear fragrance to meet with friends, July 2012
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- Figure 157: Number of occasions on which people wear fragrance for special occasions, July 2012
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- Figure 158: Number of occasions on which people wear fragrance for special occasions, by demographics, July 2012
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- Figure 159: Reasons for using fragrances, by number of occasions on which people wear fragrance to special occasions, July 2012
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- Figure 160: Attitudes towards fragrances, by number of occasions on which people wear fragrance for special occasions, July 2012
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- Figure 161: Number of occasions on which people wear fragrance (other), July 2012
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- Figure 162: Number of occasions on which people wear fragrance (other), by demographics, July 2012
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- Figure 163: Reasons for using fragrances, by number of occasions on which people wear fragrance (other), July 2012
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- Figure 164: Attitudes towards fragrances, by number of occasions on which people wear fragrance (other), July 2012
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Appendix – Consumer Reasons for Using Fragrance
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- Figure 165: Most popular reasons for using fragrances, by demographics, July 2012
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- Figure 166: Next most popular reasons for using fragrances, by demographics, July 2012
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- Figure 167: Reasons for using fragrances, by most popular reasons for using fragrances, July 2012
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- Figure 168: Reasons for using fragrances, by next most popular reasons for using fragrances, July 2012
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- Figure 169: Attitudes towards fragrances, by most popular reasons for using fragrances, July 2012
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- Figure 170: Attitudes towards fragrances, by next most popular reasons for using fragrances, July 2012
- Repertoire
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- Figure 171: Number of reasons for using fragrances, July 2012
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- Figure 172: Number of reasons for using fragrances, by demographics, July 2012
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- Figure 173: Frequency of use of fragrances, by number of reasons for using fragrances, July 2012
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- Figure 174: Occasions on which people wear fragrance, by number of reasons for using fragrances, July 2012
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- Figure 175: Reasons for using fragrances, by number of reasons for using fragrances, July 2012
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- Figure 176: Attitudes towards fragrances, by number of reasons for using fragrances, July 2012
- Repertoire
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- Figure 177: Number of use of fragrances for myself, by demographics, July 2012
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- Figure 178: Number of use of fragrances for someone else, by demographics, July 2012
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Appendix – Consumer Buying Fragrances
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- Buying for myself
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- Figure 179: Summary of reasons for buying fragrances for myself (categorised into four groups), by demographics, July 2012
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- Figure 180: Most popular reasons for buying fragrances for myself, by demographics, July 2012
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- Figure 181: Other reasons for buying fragrances for myself, by demographics, July 2012
- Buying for someone else
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- Figure 182: Summary of reasons for buying fragrances for someone else (categorised into four groups), by demographics, July 2012
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- Figure 183: Most popular reasons for buying fragrances for someone else, by demographics, July 2012
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- Figure 184: Other reasons for buying fragrances for someone else, by demographics, July 2012
Appendix – Consumer Attitudes Towards Buying Fragrances
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- Figure 185: Most popular attitudes towards buying fragrances, by demographics, July 2012
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- Figure 186: Next most popular attitudes towards buying fragrances, by demographics, July 2012
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- Figure 187: Reasons for using fragrances, by most popular attitudes towards buying fragrances, July 2012
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- Figure 188: Reasons for using fragrances, by next most popular attitudes towards buying fragrances, July 2012
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- Figure 189: Use of fragrances, by most popular attitudes towards buying fragrances, July 2012
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- Figure 190: Use of fragrances, by next most popular attitudes towards buying fragrances, July 2012
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- Figure 191: Interest towards fragrances, by most popular attitudes towards buying fragrances, July 2012
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- Figure 192: Interest towards fragrances, by next most popular attitudes towards buying fragrances, July 2012
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Appendix – Consumer – Target Groups
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- Figure 193: Target groups, by demographics, July 2012
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- Figure 194: Frequency of use of fragrances, by target groups, July 2012
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- Figure 195: Reasons for using fragrances, by target groups, July 2012
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- Figure 196: Attitudes towards fragrances, by target groups, July 2012
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