Table of Contents
Introduction
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- Definition
- Abbreviations
Executive Summary
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- The market
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- Figure 1: Fragrance market, by segment, value, 2007-11
- Figure 2: Sales of fragrances, by value, by distribution channel, 2007-11
- Forecast
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- Figure 3: Sales value of fragrances, total, 2007-17
- Figure 4: Sales value of women’s fragrances, total, 2007-17
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- Figure 5: Sales value of men’s fragrances, 2007-17
- Market leaders
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- Figure 6: Companies’ share in Brazilian fragrance market, by value, 2010-11
- The issues
- Brazil attracts competitors by becoming the world’s largest fragrance market
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- Figure 7: Fragrance market size, by value, m US$, world ranking, 2007-11
- Figure 8: Preference by type of fragrance, June 2012
- Various occasions of usage generate opportunities for different fragrances and formats
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- Figure 9: Number of fragrances, by socio-economic group, June 2012
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- Figure 10: Attitudes toward wearing fragrances, June 2012
- Direct sales are challenged by retail
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- Figure 11: Distribution channels’ share in sales revenue of fragrances *, 2007-11
- Figure 12: Percentage of people who bought fragrances in franchises in the past 12 months, by socio-economic group, June 2012
- The connection between fragrances and wellbeing
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- Figure 13: Attitudes toward wearing fragrance, agreement scale, June 2012
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- Figure 14: Attitudes toward fragrances, by gender, Brazil, June 2012
- Market concentration creates space for lines and category expansion
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- Figure 15: Usage of body lotion and aftershave lotion, by gender, June 2012
Brazil Attracts Competitors by Becoming World’s Highest Value Fragrance Market
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- Key points
- Fragrance presence in Brazilians’ daily routine takes country to top position
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- Figure 16: Fragrance market size, by value, US$(m), world ranking, 2007-11
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- Figure 17: Frequency of use of fragrances, China, April 2012
- Figure 18: Frequency of use of fragrances, U.S., May 2012
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- Figure 19: Frequency of usage of fragrances, Brazil, June 2012
- The fragrance market grows according to Brazilians’ unique preferences
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- Figure 20: Preference by type of fragrance, June 2012
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- Figure 21: Annual average temperature
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- Figure 22: Fragrance market size, by concentration of essence, Brazil 2011
- Figure 23: Expenditure per capita on fragrances, USD, by country, 2008-11
- Local production receives big investments and international brands include Brazil on key trends
- What it means
Various Occasions of Usage Generate Opportunities for Different Fragrances and Formats
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- Key points
- Different occasions of usage require a more complete portfolio
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- Figure 24: Attitudes toward wearing fragrances, June 2012
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- Figure 25: Number of fragrances owned, by socio-economic group, June 2012
- Brazilian consumers are finally looking for new fragrances
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- Figure 26: Attitudes toward wearing fragrances, June 2012
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- Figure 27: Profile of consumers who disagree with the statement, “It is very difficult to find a fragrance I like,” by percentage of women, June 2012
- It is possible to increase consumption through product diversification
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- Figure 28: Types of fragrance used, June 2012
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- Figure 29: Types of fragrance owned and used, by type of fragrance owned and used, June 2012
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- Figure 30: Percentage use of fragrance, by type and by gender, June 2012
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- Figure 31: People who believe that if they use a deodorant with a good fragrance/ perfume, they do not need to use another type of perfume/cologne, by gender, June 2012
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- Figure 32: Type of fragrance owned and used, by socio-economic group, June 2012
- What it means
Direct Sales are Challenged by Retail
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- Key points
- Direct sales domination does not prevent franchise growth
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- Figure 33: Participation in the value of eight main categories of personal care products in direct sales, 2011
- Figure 34: Share of direct sales in value and volume of sales of fragrance, 2007-11
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- Figure 35: Share of distribution channels in fragrance sales revenue*, 2007-11
- Figure 36: Sales in value of fragrances, by distribution channel, 2007-11
- Competition is intensifying and consumers suggest there is space for all sales formats
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- Figure 37: Location where fragrance was bought in the past 12 months, June 2012
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- Figure 38: Highlights of profile per sales channel—gender, age, region, and socio-economic group, 2012
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- Figure 39: People who bought fragrances in franchises in the past 12 months, by socio-economic group, June 2012
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- Figure 40: People who bought fragrances in franchises in the past 12 months, by socio-economic group, June 2012
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- Figure 41: Percentage of fragrance users, by gender, in supermarkets and drug stores, June 2012
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- Figure 42: Percentage of people who bought fragrances in fragrance stores in the past 12 months, by socio-economic group, June 2012
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- Figure 43: Percentage of people who bought fragrances in fragrance stores in the past 12 months, by socio-economic group, June 2012
- The power of experimentation can attract and win consumers
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- Figure 44: Percentage of consumers who try on a fragrance before they decide to buy it, Brazil, June 2012
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- Figure 45: Percentage of consumers who try on a fragrance before they decide to buy it, UK, June 2012
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- Figure 46: Percentage of agreement with statements regarding trying on fragrances, by gender, June 2012
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- Figure 47: Percentage of people who claim they try on a fragrance several times before they decide to buy it, June 2012
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- Figure 48: Percentage of agreement with statements regarding trying on fragrances, by region, June 2012
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- Figure 49: Percentage of agreement with statements regarding trying on fragrances, by socio-economic group, June 2012
- Ready-for-delivery products, technology, and the internet show new ways to reach consumers
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- Figure 50: Percentage of people who bought fragrances in direct sales channel in the past 12 months, by socio-economic group, June 2012
- What it means
Fragrances Can Be a Great Ally to Wellbeing
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- Key points
- Habit is cultural and it facilitates communication and emotional actions
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- Figure 51: Attitudes toward wearing fragrance, by agreement, June 2012
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- Figure 52: Attitudes toward wearing fragrance, by gender, June 2012
- Fragrances play an important role in Brazilians’ self-esteem
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- Figure 53: Attitudes toward fragrances, by gender, Brazil, June 2012
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- Figure 54: Attitudes toward fragrances, by gender, UK, September 2012
- Figure 55: Attitudes toward fragrances, by region, Brazil, July 2012
- Personality translated by fragrances creates opportunity for new olfactory experiences
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- Figure 56: Attitudes toward fragrances, by region, Brazil, July 2012
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- Figure 57: Preference for national celebrity fragrances, above the average profile %, June 2012
- What it means
Market Concentration Creates Space for Range and Category Expansion
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- Key points
- Market is concentrated with few companies, but fragmented between several brands
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- Figure 58: Companies value share, Brazil, June 2012
- Fragrances can be an entry route for other categories
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- Figure 59: Attitudes toward purchasing deodorants and antiperspirants, by socio-economic group, June 2012
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- Figure 60: Use of body lotion and aftershave lotion, by gender, June 2012
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- Figure 61: Use of categories of perfume amongst consumers of body lotion and aftershave, July 2012
- Brand extension to other fragrances is consolidation strategy in a competitive market
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- Figure 62: Percentage of fragrance launches*, indexed in 2008, July 2012
- What it means
Appendix – The Market
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- Figure 63: Total sales of fragrances, by value, 2007-17
- Figure 64: Total sales of fragrances, by value, 2007-17
- Figure 65: Sales of men's fragrances, by value, 2007-17
- Figure 66: Sales value of total fragrances in Brazil, forecasting and best- and worst-case scenario, 2012-17
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- Figure 67: Sales value of women's fragrances in Brazil, forecasting and best- and worst-case scenario, 2012-17
- Figure 68: Sales value of male fragrances in Brazil, forecasting and best- and worst-case scenario, 2012-17
- Figure 69: Sales of fragrances, by value, by segment, 2007-11
- Figure 70: Sales of fragrances, by value, by distribution channel, 2007-11
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Appendix – The Consumer
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- Usage of fragrances
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- Figure 71: Usage of fragrances, June 2012
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- Figure 72: Types of fragrance owned and used, by type of fragrance owned and used, June 2012
- Location where fragrance was bought in the past 12 months
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- Figure 73: Location where fragrance was bought in the past 12 months, June 2012
- Attitudes toward wearing fragrances
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- Figure 74: Attitudes toward wearing fragrances, June 2012
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- Figure 75: Attitudes toward wearing fragrances, by number of fragrances owned, June 2012
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- Figure 76: Attitudes toward wearing fragrances, by types of fragrances owned, June 2012
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- Figure 77: Attitudes toward wearing fragrances, by general attitudes toward fragrances, June 2012
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- Figure 78: Attitudes toward wearing fragrances, by usage of any fragrances, June 2012
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- Figure 79: Attitudes toward wearing fragrances, by usage of cologne/eau de cologne, June 2012
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- Figure 80: Attitudes toward wearing fragrances, by usage of eau de toilette, June 2012
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- Figure 81: Attitudes toward wearing fragrances, by usage of eau de parfum, June 2012
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- Figure 82: Attitudes toward wearing fragrances, by usage of parfum, June 2012
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- Figure 83: Attitudes toward wearing fragrances, by usage of body spray, June 2012
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- Figure 84: Attitudes toward wearing fragrances, by usage of aftershave, June 2012
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- Figure 85: Attitudes toward wearing fragrances, by usage of scented body lotion, June 2012
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- Figure 86: Attitudes toward wearing fragrances, by usage of other type of application (eg, oil, solid, roll-on, etc.), June 2012
- General attitudes toward fragrances owned
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- Figure 87: General attitudes toward fragrance owned, June 2012
- Usage of fragrances
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- Figure 88: Usage of fragrances, by demographics, June 2012
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- Figure 89: Usage of cologne/ eau de cologne, by demographics, June 2012
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- Figure 90: Usage of eau de toilette, by demographics, June 2012
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- Figure 91: Usage of eau de parfum, by demographics, June 2012
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- Figure 92: Usage of parfum, by demographics, June 2012
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- Figure 93: Usage of body spray, by demographics, June 2012
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- Figure 94: Usage of aftershave, by demographics, June 2012
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- Figure 95: Usage of scented body lotion, by demographics, June 2012
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- Figure 96: Usage of other type of application (eg, oil, solid, roll-on, etc.), by demographics, June 2012
- Location where fragrance was bought in the past 12 months
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- Figure 97: Location where fragrance was bought in the past 12 months, by demographics, June 2012
- Attitudes toward wearing fragrances
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- Figure 98: Attitudes toward wearing fragrances “I never leave home without wearing fragrance” and “I wear a fragrance that I know my partner likes”, by demographics, June 2012
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- Figure 99: Attitudes toward wearing fragrances “I try on a fragrance several times before I decide to buy it” and “Scents often smell different on me than they do in the bottle or on other people”, by demographics, June 2012
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- Figure 100: Attitudes toward wearing fragrances“I don't like to use the same fragrance as other people I know” and “Finding a fragrance I like is very difficult”, by demographics, June 2012
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- Figure 101: Attitudes toward wearing fragrances“I wear different fragrances depending on the season (eg, lighter scents during the summer)” and “I wear fragrance only on special occasions (eg, on a date)”, by demographics, June 2012
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- Figure 102: Attitudes toward wearing fragrances“I get bored with my scents before I finish them” and “I often simply forget to put my fragrance on”, by demographics, June 2012
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- Figure 103: Attitudes toward wearing fragrances, by demographics, June 2012
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- Figure 104: Attitudes toward wearing fragrances, by demographics, June 2012
- Attitudes toward fragrances owned
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- Figure 105: Number of fragrances owned, by demographics, June 2012
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- Figure 106: Types of fragrances owned, by demographics, June 2012
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- Figure 107: Attitudes toward fragrances owned, by demographics, June 2012
Appendix – GNPD Data
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- Figure 108: Launches of fragrances, by companies, 2008-12
- Figure 109: Launches of fragrances, by country, 2008-12
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