Table of Contents
Overview
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- Definition
- The fragrance market
Executive Summary
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- The market
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- Figure 1: Forecast for the fragrance retail market, by value, 2011-21
- Companies, brands and innovation
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- Figure 2: Value share in the retail fragrance market, 2015
- The consumer
- Scented body sprays/mists have greater potential in Brazil
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- Figure 3: Fragrance usage (total), July 2016
- Free samples and testers could boost sales of fragrances among male consumers in supermarkets
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- Figure 4: Purchasing channels, by gender and age group 16-34, July 2016
- Refill packaging can also be used by fragrances with a more premium positioning
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- Figure 5: Purchasing behavior, July 2016
- Over-45s are interested in more natural fragrances
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- Figure 6: Usage behavior "I prefer to use perfumes containing natural ingredients in the formula,” by age group, July 2016
- What we think
Issues and Insights
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- Multifunctional scented lotions can increase frequency of use
- The facts
- The implications
- Sample kits could increase sales in the category
- The facts
- The implications
- Customized fragrances offer variety and value for money
- The facts
- The implications
The Market − What You Need to Know
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- Consumers might be using fragrances less frequently or opting for more value-for-money products
- Men’s fragrances helps maintain market growth
- Opportunities for unisex fragrances
- Artisan/natural products
Market Size and Forecast
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- Fragrances are less affected by the economic crisis
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- Figure 7: Retail fragrance market, by value, 2011-21
- The fragrances market is expected to grow, but at a slower pace
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- Figure 8: Forecast for the fragrance retail market, by value, 2011-21
Market Drivers
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- Unisex world
- Cross-category partnerships
- Refreshing scented sprays
- Artisan/natural products
Companies, Brands, and Innovation – What You Need to Know
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- O Boticário was market leader in 2015
- Opportunities for solid fragrances and scented oils
- Line extension: changing the fragrance, maintaining its essence
Market Share
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- O Boticário was the leader in the fragrance market in 2015
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- Figure 9: Retail market share in the fragrance market, by value, Brazil, 2014-15
Who's Innovating?
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- New fragrance formats deliver benefits demanded by consumers
- Offering variety within the same line of fragrances
The Consumer – What You Need to Know
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- Scented body sprays/mists could be a good alternative to scented lotions
- Supermarkets are an important purchasing channel for male consumers of fragrances
- Fragrance refills can be further explored by companies
- Products made with natural ingredients appeal to consumers aged 45+
Fragrance Usage
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- Opportunity for brands to extend usage occasions
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- Figure 10: Use of fragrances (daily and on special occasions), July 2016
- Scented body sprays/mists can be further explored in Brazil
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- Figure 11: Fragrance usage (total), July 2016
- Usage frequency of hair fragrances could increase among women
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- Figure 12: Use of hair fragrances, July 2016
Purchasing Channels
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- Direct selling is the most used purchasing channel
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- Figure 13: Purchasing channels, July 2016
- Free samples and testers could boost sales of fragrances among male consumers in supermarkets
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- Figure 14: Purchasing channels, by gender, by age group 16-34, July 2016
- Fragrances in department stores could focus more on AB consumers
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- Figure 15: Purchasing channels, by socioeconomic group, July 2016
Purchasing Behavior
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- Refill packaging can also be used by fragrances with a more premium positioning
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- Figure 16: Purchasing behavior, July 2016
- Women aged 25+ show a greater interest in smaller-sized fragrances
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- Figure 17: Purchasing behavior “I would be interested in buying perfumes sold in smaller sizes (eg pocket-sized)," by female respondents and age range, July 2016
- Long-lasting fragrances could encourage ABC1 consumers to buy more national products
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- Figure 18: Purchasing behavior "It’s worth paying more for a perfume with a long-lasting fragrance,” by socioeconomic group, July 2016
Usage Behavior
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- Personal experience counts more when it comes to choosing a fragrance
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- Figure 19: Usage behavior, July 2016
- Over-45s are interested in more natural fragrances
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- Figure 20: Usage behavior "I prefer to use perfumes containing natural ingredients in the formula,” by age group, July 2016
- Young men would like to customize your own perfume
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- Figure 21: Usage behavior "I would like to be able to customize my own perfume,” by males, age, July 2016
Appendix – Market Size and Forecast
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- Figure 22: Retail fragrance market, by value, 2011-21
- Figure 23: Forecast for the fragrance retail market, by value, 2011-21
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Appendix – Methodology and Abbreviations
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- Factors used in the forecast
- Abbreviations
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