Table of Contents
Executive Summary
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- Fragrances driven by prestige sales
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- Figure 1: Best- and worst-case forecast for UK retail value sales of fragrances and body sprays, 2010-20
- The rise of niche fragrances
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- Figure 2: UK retail value sales of fragrances only, by sector, 2013-14
- Unisex fragrances see a rise in launch activity
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- Figure 3: New product development in the fragrances category*, by sub-category, January 2012-June 2015
- Use of fragrances drops with age
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- Figure 4: Usage of any fragrance, by gender and age, June 2015
- Women purchase for themselves, men buy for their partners
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- Figure 5: Purchase for self vs partner, by gender, June 2015
- Brand name is more important when buying for others
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- Figure 6: Factors influencing purchase, June 2015
- What we think
Issues and Insights
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- New unisex launches challenge gender expectations
- The facts
- The implications
- Skin concerns could deter users
- The facts
- The implications
- Stimulating the senses to market products
- The facts
- The implications
- Niche fragrances offer stiff competition in prestige fragrances
- The facts
- The implications
The Market – What You Need to Know
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- Savvy shopping behaviours impact the value of the market
- Niche fragrances boost prestige segment
- Men’s segments fare well
- Department stores drive experiences
- Improved financial situations boost accessibility of fine fragrance
- Changing population dynamics could impact the market
Market Size and Forecast
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- Decline in total market in 2015…
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- Figure 7: UK retail value sales of fragrances and body sprays, 2010-20
- …but outlook to 2020 is more positive
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- Figure 8: Best- and worst-case forecast for UK retail value sales of fragrances and body sprays, 2010-20
- Fragrances to show growth
- Sales of body sprays struggle
Segment Performance
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- Prestige segments benefit from rise in income and artisan fragrances
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- Figure 9: UK retail value sales of fragrances only, by sector, 2012-15
- Men’s fragrances and body sprays see a rise
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- Figure 10: UK retail value sales of body sprays, by sector, 2013-14
- Body sprays struggle to show growth
Channels to Market
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- Department stores create experiences to draw shoppers
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- Figure 11: UK retail values sales of fragrances only, by outlet type, 2013-14
- Figure 12: UK retail values sales of body sprays, by outlet type, 2013-14
- Savvy shopping behaviours drives online channel
- Ease of purchase drives online channel in the US
- Drugstores harness sales from seasonal events
- Own-label perfumes could provide competition
Market Drivers
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- Decline in young adults could impact celebrity fragrances
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- Figure 13: Trends in the age structure of the UK population, by gender, 2010-20
- Prestige market could see boost from rise in employment
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- Figure 14: Employment and unemployment, 2010-20
- Scented toiletries could impact the market
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- Figure 15: Usage of hand and body care products, April 2015
- Allergy concerns
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- Figure 16: Purchase of natural/organic toiletries, September 2014
Key Players – What You Need to Know
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- Brand perception influenced by age
- Black Friday marks a new advertising occasion
- Sensorial advertising campaigns drive growth of leading brands
- Unisex fragrances see a rise in launch activity
Brand Research
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- Brand map
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- Figure 17: Attitudes towards and usage of selected brands, July 2015
- Key brand metrics
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- Figure 18: Key metrics for selected brands, July 2015
- Brand attitudes: Designer labels more closely associated with quality
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- Figure 19: Attitudes, by brand, July 2015
- Brand personality: Dolce & Gabbana has a particularly exclusive image
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- Figure 20: Brand personality – Macro image, July 2015
- Brand personality: FCUK seen as a youthful, quirky brand
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- Figure 21: Brand personality – Micro image, July 2015
- Brand analysis
- Hugo Boss performs particularly strongly
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- Figure 22: User profile of Hugo Boss, July 2015
- Calvin Klein’s combination of quality and accessibility drives usage
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- Figure 23: User profile of Calvin Klein, July 2015
- Ghost has potential to grow beyond its current level
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- Figure 24: User profile of Ghost, July 2015
- Paco Rabanne appears to be increasing its standing among women
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- Figure 25: User profile of Paco Rabanne, July 2015
- Dolce & Gabbana performs well, but exclusivity may limit usage and recommendation
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- Figure 26: User profile of Dolce & Gabbana, July 2015
- FCUK’s youthful image may detract from quality associations
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- Figure 27: User profile of FCUK, July 2015
- Britney Spears Fragrances may earn usage from value association
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- Figure 28: User profile of Britney Spears Fragrances, July 2015
- Justin Bieber Fragrances is seen in a particularly negative light
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- Figure 29: User profile of Justin Bieber Fragrances, July 2015
Brand Communication and Promotion
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- Christmas drives end-of-year advertising
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- Figure 30: Recorded above-the-line, online display and direct mail total advertising expenditure on fragrances and body sprays, January 2012-June 2015
- Black Friday marks a new advertising occasion
- Investment in outdoor advertising increases
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- Figure 31: Recorded above-the-line, online display and direct mail total advertising expenditure on fragrances and body sprays, by media type, January 2012-June 2015
- Customisable adverts
- Sensorial advertising on the increase
- The power of celebrity
- Dior increases advertising in 2014
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- Figure 32: Recorded above-the-line, online display and direct mail total advertising expenditure on fragrances and body sprays, by top advertisers, January 2013-June 2015
- Coverage/methodology clarification
Launch Activity and Innovation
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- Decline in NPD in 2013 may be due to impending EU changes
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- Figure 33: New product development in the fragrances category*, by launch type, January 2012-June 2015
- New products see a rise
- Rise of unisex fragrances
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- Figure 34: Examples of unisex fragrance launches, 2014-15
- Figure 35: Examples of unisex fragrance launches which appear gender-targeted, 2014
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- Figure 36: Examples of unisex fragrances launches from Comme des Garçons, which appear gender-targeted, 2014
- Figure 37: New product development in the fragrances category*, by sub-category, January 2012-June 2015
- Free-from claims increase
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- Figure 38: New product development in the fragrances category*, by top claims for 2014, January 2013-June 2015
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- Figure 39: Alternative format launches in the free-from sector, 2014
- Niche brands drive aromatherapy claims
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- Figure 40: Examples of fragrance launches with aromatherapy qualities, 2014-15
- Packaging goes beyond bottle shape
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- Figure 41: Examples of evocative packaging for fragrance launches, 2014-15
- Fragmented category
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- Figure 42: New product development in the fragrances category*, by top ultimate companies, 2014
- Celebrity launches continue
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- Figure 43: Examples of celebrity fragrance launches, 2014
- Figure 44: Examples of celebrity fragrance launches, cont., 2014
- Body sprays sees own-label launches
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- Figure 45: Examples of own-label body spray launches, 2014
Market Share
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- Leading fragrance manufacturers fare well
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- Figure 46: Manufacturer’s shares in fragrances only, June 2014-June 2015
- Unilever shows the smallest decline in body sprays
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- Figure 47: Manufacturer’s shares in body sprays only, June 2014-June 2015
The Consumer – What You Need to Know
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- Fragrance and scented toiletry usage declines with age
- Women are more likely to be fragrance users
- Fragrance notes trigger different perceptions
- Gifting to mums over dads
- Brand name is biggest influencer
- Driving the shopping experience
- Personalisation offers opportunities
- Allergen issues
Usage of Fragrances
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- Fragrance usage declines with age
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- Figure 48: Usage of perfumes/colognes by gender, June 2014
- Women’s heightened smell
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- Figure 49: Usage of any fragrance, by gender and age, June 2015
- Women look for on-the-go products
- Use of scented toiletries also declines with age
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- Figure 50: Usage of scented toiletries by gender, June 2014
- Young people have a greater repertoire
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- Figure 51: Repertoire of fragrances used, by age, June 2015
Fragrance Perceptions
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- Methodology
- Floral is romantic, but oriental is sensual
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- Figure 52: Examples of flower-themed fragrance gift sets, 2015
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- Figure 53: Correspondence analysis – Associations with fragrance types, June 2015
- Woody fragrances are adventurous
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- Figure 54: Examples of fragrance launches with woody accents, 2015
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- Figure 55: Associations with fragrance types, June 2015
- Fresh notes are clean
Purchase of Fragrances
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- Purchase amongst men is high
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- Figure 56: Purchase/gifting of fragrances, June 2015
- Women buy for themselves, whilst men buy for partners
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- Figure 57: Purchase for self vs partner, by gender, June 2015
- Gifting for life occasions
- Mums over Dads
- Single fragrances are most popular
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- Figure 58: Purchase of single fragrances, June 2015
- Gift sets are popular
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- Figure 59: Purchase of fragrance gifts, June 2015
- The power of a brand name
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- Figure 60: Factors influencing purchase, June 2015
- Older millennials less influenced by brand name
- Money is important
- Packaging is more important when buying for others
Attitudes towards Fragrances
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- Personalising fragrance strength
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- Figure 61: Attitudes towards fragrances, June 2015
- Improving the shopping experience
- Desire for natural
Appendix – Data Sources, Abbreviations and Supporting Information
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- Data sources
- Abbreviations
- Fan chart forecast
- Brand research
- Brand map
- Correspondence analysis
Appendix – The Market
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- Figure 62: UK retail value sales of fragrances only, 2010-20
- Figure 63: UK retail value sales of fragrances only, 2010-20
- Figure 64: UK retail value sales of body sprays only, 2010-20
- Figure 65: UK retail value sales of body sprays only, 2010-20
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