Table of Contents
Executive Summary
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- The market
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- Figure 1: Retail value and growth rate of fragrances market, China, 2014-18
- Figure 2: Best- and worst-case forecast of retail value of fragrances market, China, 2013-23
- Companies and brands
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- Figure 3: Leading manufacturers’ share in value sales of fragrances, China, 2017 and 2018
- The consumer
- Overall penetration is low despite the popularity of perfumes
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- Figure 4: Fragranced products purchased in the last six months, by purposes, February 2019
- Perfume users report relatively regular usage
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- Figure 5: Usage frequency of fragranced products, February 2019
- Consumers wear fragrances for emotional benefits
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- Figure 6: Reasons for buying fragrances for personal use, February 2019
- Exquisite design makes fragrances good gifts
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- Figure 7: Reasons for buying fragrances as gifts for others, February 2019
- Smelling the product prior to purchase is necessary for most consumers
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- Figure 8: Preference of trial in purchasing fragrances, by gender, February 2019
- Customised scents are more sought-after than DIY sets
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- Figure 9: Interest in customised fragrances, February 2019
- What we think
Issues and Insights
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- Promote gifting to lift the market
- The facts
- The implications
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- Figure 10: Examples of fragrances launched for Father’s and Mother’s Day, Brazil and China, 2018
- Figure 11: Examples of fragrances that evoke memories, Japan and Turkey, 2018
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- Figure 12: Examples of customisable layering fragrance set, China and US, 2019
- Enhance the fragrance shopping experience
- The facts
- The implications
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- Figure 13: Example of Phlur fragrances, US
- Figure 14: Examples of stories on Olfaplay, France, 2018
- Help consumers build a fragrance wardrobe
- The facts
- The implications
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- Figure 15: Sephora Favorites Designer Fragrance Wardrobe, US, 2018
The Market – What You Need to Know
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- Premium fragrances lead market growth
- Growing diversity in product offerings and retail models fuel future growth
Market Size and Forecast
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- Premium fragrances drive market growth
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- Figure 16: Retail value and growth rate of fragrances market, China, 2014-18
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- Figure 17: Best- and worst-case forecast of retail value of fragrances market, China, 2013-23
Market Factors
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- Fragrances remain a relatively low spending priority for women
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- Figure 18: Changes in spending over the last six months, by category, June 2018
- Scented personal care may impact the market
- Newcomers enrich product offerings
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- Figure 19: New fragrances from Zara and Innisfree, China, 2019
- Evolving retail models give a lift
Key Players – What You Need to Know
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- A market dominated by foreign players
- Seasonal and limited edition launches stimulate the market
- Widespread customisation options
Market Share
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- Market share remains in the hands of foreign players
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- Figure 20: Leading manufacturers’ share in value sales of fragrances, China, 2017 and 2018
- Figure 21: New fragrances launches from leading brands, China, 2018
- Niche brands are more standout performers
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- Figure 22: Atelier Cologne Discovery Set Tmall limited edition, China, 2019
- Local brands start to emerge
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- Figure 23: Example of RECLASSIFIED perfume blending service in store, China
- Figure 24: Examples of Uttori and Fukodo fragrances, China
Competitive Strategies
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- Seasonal and limited edition launches drive purchase
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- Figure 25: Examples of new fragrances launches with a seasonal or limited edition claim, China, 2018
- IP integration prevails in the fragrances market as well
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- Figure 26: Examples of new fragrances launches with IP integration, China, 2019
- UGC helps market fragrances online
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- Figure 27: Examples of product reviews on Atelier Cologne’s Tmall flagship store, China
- Boutiques fulfil China’s growing appetite for little-known fragrances
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- Figure 28: Minorité fragrance salon, China, 2018
Who’s Innovating?
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- Attaching themselves to health benefits
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- Figure 29: Examples of fragrances with a wellbeing claim, France and Germany, 2018
- Figure 30: Clarins Eau Dynamisante Treatment Fragrance, China, 2018
- Format/texture innovations spark interest in a liquid-dominated market
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- Figure 31: Examples of fragrances in innovative formats and textures, global, 2018
- Fragrances with a message
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- Figure 32: Feminista Eau de Parfum, Europe, 2018
- Figure 33: Examples of fragrances that focus on empowering women, global, 2018
- Customisation moves into mainstream
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- Figure 34: Examples of layering fragrances, US, 2018
- Figure 35: Commodity Style Guide, US, 2018
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- Figure 36: Scent Trunk’s fragrance customisation process, US
The Consumer – What You Need to Know
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- 42% have bought perfumes for personal use and 33% have bought for gifting
- Over half of category users use perfumes daily
- Functional benefits are a less important consideration factor for fragrances
- Most consumers need to try out the product before purchase
- 60% want a customised scent based on their fragrance preferences
Purchase Behaviours
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- Purchase for personal use is stronger than gifting
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- Figure 37: Fragranced products purchased in the last six months, by purposes, February 2019
- Perfumes are popular, but overall penetration is low
- High earners are not stronger buyers
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- Figure 38: Perfumes purchased in the last six months, by purposes and monthly personal income, February 2019
- 30-39s are core users; 25-29s are more likely to be gift givers
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- Figure 39: Perfumes purchased in the last six months, by purposes and age, February 2019
Usage Behaviours
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- Over half of users use perfumes on a regular basis
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- Figure 40: Usage frequency of fragranced products, February 2019
- High earners are more likely to be regular users
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- Figure 41: Usage frequency of perfumes, by monthly personal income, February 2019
- Young consumers use scented personal care products more frequently
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- Figure 42: Usage frequency of fragranced products – Daily or almost daily, by age, February 2019
Reasons for Wearing Fragrances
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- Fragrances can give a confidence boost
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- Figure 43: Reasons for buying fragrances for personal use, February 2019
- Men wear fragrances for social needs; women want to treat themselves
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- Figure 44: Reasons for buying fragrances for personal use, by gender, February 2019
- Older consumers also have strong demand for expressing individuality
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- Figure 45: Reasons for buying fragrances for personal use, by generation, February 2019
Reasons for Gifting Fragrances
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- Exquisite is more important than practical
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- Figure 46: Reasons for buying fragrances as gifts for others, February 2019
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- Figure 47: Boitown Blue In Night and Velvet White Eau de Toilette, China, 2019
- Women like exquisite and fashionable design; men buy fragrances as an intimate gift
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- Figure 48: Reasons for buying fragrances as gifts for others, by gender, February 2019
Purchase Habits and Preferences
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- Smelling the product before buying is still necessary, especially for men
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- Figure 49: Preference of trial in purchasing fragrances, by gender, February 2019
- The majority of consumers choose fragrances by scent notes
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- Figure 50: Criteria of choosing fragrances, February 2019
- Younger consumers welcome recommendations
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- Figure 51: Influencer of choosing fragrances, by age, February 2019
- Women are more likely to choose fragrances depending on mood
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- Figure 52: Habits of wearing fragrances, by gender, February 2019
- Niche fragrance users present opportunities
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- Figure 53: Brand preference of fragrances, by age, February 2019
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- Figure 54: preference of trial in purchasing fragrances, by brand preference of fragrances, February 2019
- Figure 55: Habit of wearing fragrances, by brand preference of fragrances, February 2019
Customisation Needs
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- Customised scents are most wanted
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- Figure 56: Interest in customised fragrances, February 2019
- Surprisingly men are driving interest in customisation
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- Figure 57: Interest in customised fragrances, by gender, February 2019
Meet the Mintropolitans
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- MinTs show stronger usage of a variety of products…
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- Figure 58: Fragranced products purchased in the last six months for personal use, by consumer classification, February 2019
- …while their purchase habits are similar to non-MinTs
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- Figure 59: Attitudes towards fragrances, by consumer classification, February 2019
- Intimacy is more important to MinTs
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- Figure 60: Reasons for buying fragrances as gifts for others, by consumer classification, February 2019
Appendix – Market Size and Forecast
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- Figure 61: Retail value of fragrances market, China, 2013-23
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Appendix – Methodology and Abbreviations
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- Methodology
- Fan chart forecast
- Abbreviations
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