Table of Contents
Executive Summary
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- The market
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- Figure 1: Total US sales and fan chart forecast of fragrances, at current prices, 2009-19
- Market factors
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- Figure 2: Household income distribution, 2012
- Segment performance
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- Figure 3: Total US retail sales of fragrances, segmented by type, 2012 and 2014
- The consumer
- More than half of consumers use perfume and cologne
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- Figure 4: Use of fine fragrance, any and regular use, May 2014
- A well-liked scent, familiarity drive purchasing of fine fragrances
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- Figure 5: Top five reasons for purchasing fine fragrance, May 2014
- Shoppers interested in natural and functional benefits
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- Figure 6: Interest and willingness to spend for top five new claims and benefits, May 2014
- Promotional incentives, eco-friendly concepts resonate with scent wearers
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- Figure 7: Interest in top five new fragrance formats, May 2014
- What we think
Issues and Insights
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- Fragrance sales are struggling
- The issues
- The implications: Look to alternative formats, added benefits
- Fragrance usage declines with age
- The issues
- The implications: Highlight wellness benefits, targeted advertising
- Growing awareness and concern regarding ingredient safety
- The issues
- The implications: Leverage high interest in natural fragrances, eco-friendly concepts
Trend Applications
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- Trend: Transumers
- Trend: Objectify
- Trend: Green and Lean
Market Size and Forecast
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- Key points
- Sales and forecast of fragrances
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- Figure 8: Total US sales and forecast of fragrances, at current prices, 2009-19
- Figure 9: Total US sales and forecast of fragrances, at inflation-adjusted prices, 2009-19
- Struggles expected to continue for the fragrance category
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- Figure 10: Total US sales and fan chart forecast of fragrances, at current prices, 2009-19
- Forecast methodology
Market Drivers
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- Key points
- Wealth disparity impacts purchasing behavior
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- Figure 11: Household income distribution, 2012
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- Figure 12: Fragrance expenditures, by gender, November 2012-December 2013
- Aging population represents strongest growth potential
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- Figure 13: Any use of fragrance and scented products, by age, May 2014
- Figure 14: Population aged 18 or older, by age, 2009-19
- Category impacted by demand for transparency and tightening regulations
Competitive Context
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- Key points
- Fine fragrances face competition from lower-priced formats
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- Figure 15: Use of scented toiletries, any and regular use, May 2014
- Younger consumers, women drive usage of lower-priced items
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- Figure 16: Any use of scented toiletries, by gender and age, May 2014
Segment Performance
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- Key points
- Both segments struggle to grow, but men’s fragrances gain share
- Sales of fragrances, by segment
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- Figure 17: Total US retail sales of fragrances, segmented by type, 2012 and 2014
Segment Performance – Women’s Fragrances
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- Key points
- Women’s fragrances on the decline
- Sales and forecast of women’s fragrances
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- Figure 18: Total US sales and forecast of women’s fragrances, at current prices, 2009-19
Segment Performance – Men’s Fragrances
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- Key points
- Men’s fragrances will continue to grow…slowly
- Sales and forecast of men’s fragrances
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- Figure 19: Total US sales and forecast of men’s fragrances, at current prices, 2009-19
Retail Channels
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- Key points
- Other retail channels dominate sales, but struggle to grow
- Sales of fragrances, by channel
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- Figure 20: Total us retail sales of fragrances, by channel, 2012 and 2014
- Mass retailers hit hardest by struggling fragrance sales
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- Figure 21: Total us retail sales of fragrances, by channel, 2009-14
Brand Usage
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- Key points
- Old Spice, Axe remain popular
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- Figure 22: Brands of aftershave and cologne used, October 2007-December 2013
- Use of leading perfume brands on the decline
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- Figure 23: Brands of perfume, cologne, and toilet water used, October 2007-December 2013
Innovations and Innovators
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- New product launch trends
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- Figure 24: Fragrance launches, by share, 2009-14
- Category innovations
- Collections
- Flowers
- Formats
- Natural scents
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- Figure 25: Natural fragrance claims, by share, 2009-14
- Prestige men’s body sprays
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- Figure 26: Body spray launches, by share, 2009-14
- Primers
Marketing Strategies
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- Overview of the brand landscape
- Musician endorsements
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- Figure 27: One Direction Our Moment fragrance ad, 2013
- Fragrance gets social
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- Figure 28: Burberry Brit Rhythm Women’s fragrance ad, 2014
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- Figure 29: Ralph Lauren Polo Red fragrance ad, 2013
- Limited-edition concepts
Social Media
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- Key points
- Market overview
- Key social media metrics
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- Figure 30: Key social media metrics, July 2014
- Brand usage and awareness
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- Figure 31: Brand usage or awareness for select fragrance brands, May 2014
- Interactions with fragrance brands
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- Figure 32: Interactions with select fragrance brands, May 2014
- Leading online campaigns
- Digital partnerships
- User-generated content
- Celebrity partnerships
- What we think
- Online conversations
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- Figure 33: Online share of voice for select fragrance brands, by week, July 21, 2013-July 20, 2014
- Where people are talking about fragrances
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- Figure 34: Online share of voice for select fragrance brands, by page type, July 21, 2013-July 20, 2014
- What people are talking about
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- Figure 35: Topics of conversations for select fragrance brands, July 21, 2013-July 20, 2014
Use of Fine Fragrance
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- Key points
- More than half of adults wear perfume, cologne
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- Figure 36: Use of fine fragrance, any and regular use, May 2014
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- Figure 37: Any use of fine fragrance, by gender, May 2014
- Figure 38: Any use of fine fragrance, by gender and age, May 2014
- Women seek variety, men prefer customization
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- Figure 39: Usage behavior of fine fragrance, by gender, May 2014
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- Figure 40: Usage behavior of fine fragrance, by gender and age, May 2014
Reasons for Purchasing Fine Fragrance
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- Key points
- Scent, product familiarity are key purchase drivers of fine fragrance
- Men more likely to be influenced by others when selecting fragrance
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- Figure 41: Reasons for purchasing fine fragrance, by gender, May 2014
- Younger fragrance wearers influenced by a variety of factors
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- Figure 42: Reasons for purchasing fine fragrance, by gender and age, May 2014
Interest in New Claims and Benefits Based on Price
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- Key points
- Shoppers willing to spend for added function and natural products
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- Figure 43: Interest and willingness to spend for new claims and benefits, May 2014
- Interest in claims is high, though younger shoppers more willing to spend
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- Figure 44: Interest and willingness to spend for new claims and benefits, by gender and age, May 2014
Interest in New Formats
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- Key points
- Shoppers seek value, promotional incentives
- Going green as a means to saving money resonates with consumers
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- Figure 45: Interest in new fragrance formats, May 2014
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- Figure 46: Any Interest in new fragrance formats, by gender, May 2014
- Men interested in convenience, technology
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- Figure 47: Any Interest in new fragrance formats, by gender and age, May 2014
Attitudes toward Fragrances
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- Key points
- Fragrance perceptions differ between people
- Scent wearers like to select their own fragrance
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- Figure 48: Attitudes toward fragrances, by gender, May 2014
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- Figure 49: Attitudes toward fragrances, by gender and age, May 2014
Race and Hispanic Origin
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- Key points
- Scent is important to multicultural consumers
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- Figure 50: Any use of fine fragrance, by race/Hispanic origin, May 2014
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- Figure 51: Any use of scented toiletries, by race/Hispanic origin, May 2014
- Black shoppers seek variety, but brand trust is also important
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- Figure 52: Usage behavior of fine fragrance, by race/Hispanic origin, May 2014
- Figure 53: Reasons for purchasing fine fragrance, by race/Hispanic origin, May 2014
- Hispanics willing to spend for added benefits
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- Figure 54: Interest and willingness to spend for new claims and benefits, by race/Hispanic origin, May 2014
- Technology could be opportunity to target multicultural consumers
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- Figure 55: Any Interest in new fragrance formats, by race/Hispanic origin, May 2014
Appendix – Other Useful Consumer Tables
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- Usage of fine fragrance and scented toiletries
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- Figure 56: Use of fragrance and scented toiletries, May 2014
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- Figure 57: Any use of fine fragrance, by age, May 2014
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- Figure 58: Any use of fine fragrance, by household income, May 2014
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- Figure 59: Regular use of fine fragrance, by race/Hispanic origin, May 2014
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- Figure 60: Any use of scented toiletries, by age, May 2014
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- Figure 61: Any use of scented toiletries, by household income, May 2014
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- Figure 62: Regular use of scented toiletries, by race/Hispanic origin, May 2014
- Usage behavior of fine fragrance
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- Figure 63: Usage behavior of fine fragrance, by age, May 2014
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- Figure 64: Usage behavior of fine fragrance, by household income, May 2014
- Reasons for purchasing fine fragrance
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- Figure 65: Reasons for purchasing fine fragrance, by household income, May 2014
- Interest in new formats
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- Figure 66: Any Interest in new fragrance formats, by household income, May 2014
- Attitudes toward fragrances
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- Figure 67: Attitudes toward fragrances, by household income, May 2014
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- Figure 68: Attitudes toward fragrances, by race/Hispanic origin, May 2014
Appendix – Social Media
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- Brand usage or awareness
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- Figure 69: Brand usage or awareness, May 2014
- Figure 70: Thierry Mugler (ie Angel, Alien) usage or awareness, by demographics, May 2014
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- Figure 71: Burberry (ie Brit) usage or awareness, by demographics, May 2014
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- Figure 72: Kenneth Cole (ie Reaction) usage or awareness, by demographics, May 2014
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- Figure 73: Marc Jacobs (ie Daisy, Honey) usage or awareness, by demographics, May 2014
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- Figure 74: Gucci (ie Envy) usage or awareness, by demographics, May 2014
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- Figure 75: Lancôme (ie Trésor, Hypnôse) usage or awareness, by demographics, May 2014
- Activities done
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- Figure 76: Activities done, May 2014
- Figure 77: Thierry Mugler – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
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- Figure 78: Thierry Mugler – Activities done – I follow/like the brand on social media because, by demographics, May 2014
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- Figure 79: Thierry Mugler – Activities done – I have researched the brand on social media to, by demographics, May 2014
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- Figure 80: Burberry – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
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- Figure 81: Burberry – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
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- Figure 82: Burberry – Activities done – I have researched the brand on social media to, by demographics, May 2014
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- Figure 83: Kenneth Cole – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
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- Figure 84: Kenneth Cole – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
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- Figure 85: Kenneth Cole – Activities done – I have researched the brand on social media to, by demographics, May 2014
- Figure 86: Marc Jacobs – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
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- Figure 87: Marc Jacobs – Activities done – I have researched the brand on social media to, by demographics, May 2014
- Figure 88: Gucci – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
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- Figure 89: Gucci – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
- Figure 90: Gucci – Activities done – I follow/like the brand on social media because, by demographics, May 2014
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- Figure 91: Gucci – Activities done – I have researched the brand on social media to, by demographics, May 2014
- Figure 92: Lancôme – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
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- Figure 93: Lancôme – Activities done – I have researched the brand on social media to, by demographics, May 2014
- Online conversations
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- Figure 94: Online share of voice for select fragrance brands, by page type, July 21, 2013-July 20, 2014
- Figure 95: Topics of conversations for select fragrance brands, July 21, 2013-July 20, 2014
- Key social media metrics
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- Figure 96: Key social media metrics for select fragrance brands, July 2014
Appendix –Trade Associations
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