Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- A bump in the road
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- Figure 1: Best- and worst-case forecast of UK value sales of fragrances and body sprays, 2014-24
- Companies and brands
- Take the lead
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- Figure 2: Manufacturer shares in fragrances only, top four and other, 2018
- Figure 3: Brand shares in body sprays only, year ending May 2019
- Unisex or unique
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- Figure 4: New product development in fragrances and body sprays, by segment, January 2016-June 2019
- The consumer
- What I’m looking for
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- Figure 5: Usage of fragrances, May 2018 and June 2019
- A rose by any other name
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- Figure 6: Preferred scent type, by gender, June 2019
- Achieving balance
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- Figure 7: Emotive benefits of fragrance, by gender, June 2019
- Function vs discovery
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- Figure 8: Retailers where fragrances are purchased (online), June 2019
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- Figure 9: Retailers where fragrances are purchased (in-store), June 2019
- Unanswered questions
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- Figure 10: Attitudes towards fragrances, June 2019
- What we think
Issues and Insights
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- The effect of modern masculinity
- The facts
- The implications
- Unlocking inner potential
- The facts
- The implications
The Market – What You Need to Know
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- A bump in the road
- A man’s world
- Each to their own
- Know your consumers
Market Size and Forecast
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- Female fragrances stall the category
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- Figure 11: UK retail value sales of fragrances and body sprays, at current and constant prices, 2014-24
- Trade-up drives future growth
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- Figure 12: Best- and worst-case forecast of UK value sales of fragrances and body sprays, 2014-24
- Forecast methodology
Market Segmentation
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- Fine fragrances appeal to the modern man
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- Figure 13: UK retail value sales of fragrances only, by sector, 2017-19 (est)
- Body sprays’ success is short-lived
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- Figure 14: UK retail value sales of body sprays only, by sector, 2017-19 (est)
Channels to Market
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- Fragrances’ success drives high-end retail
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- Figure 15: UK retail value sales of fragrances only, by outlet type, 2017 and 2018
- Body sprays benefit from own-label innovation
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- Figure 16: UK retail value sales of body sprays only, by outlet type, 2017 and 2018
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- Figure 17: Boots Live + Be Beautiful Connection body mist, June 2019
Market Drivers
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- Scent stealers
- Choosing a target
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- Figure 18: Trends in the age structure of the UK population, 2013-23
- Unisex appeal
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- Figure 19: Any usage of beauty/grooming categories, all vs Generation X (NET), November 2018
- Financial confidence growing
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- Figure 20: Trends in consumer sentiment for the coming year, June 2019
- Rules of attraction
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- Figure 21: Length of relationships looking for on dating websites/apps, by gender, February 2019
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- Figure 22: Charlotte Tilbury Scent of a Dream Eau de Parfum, 2016
Companies and Brands – What You Need to Know
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- Take the lead
- Unisex or unique
- More than a woman
- Make it your own
Market Share
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- Powerful manufacturers push fragrances
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- Figure 23: Manufacturer shares in fragrances only, top four and other, 2017 and 2018
- Figure 24: Examples of prestige fragrance launches from Coty. 2018
- Leading body spray brands show decline
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- Figure 25: Brand shares in body sprays only, years ending May 2018 and 2019
- The mass and premium divide
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- Figure 26: Premium body spray/mist launches, 2018
Launch Activity and Innovation
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- Inspired to innovate
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- Figure 27: New product development in fragrances and body sprays, by launch type, January 2016-June 2019
- Figure 28: New product development in fragrances and body sprays, by price positioning, January 2016-June 2019
- Women reach a turning point
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- Figure 29: New product development in fragrances and body sprays, by segment, January 2016-June 2019
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- Figure 30: Examples of unisex fragrances inspired by location, 2018-19
- Ethics are the new luxury
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- Figure 31: Top fastest-growing and declining claims in fragrances and body sprays, % change 2017-18
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- Figure 32: Examples of fragrance launches with sustainable claims, 2018
- Confidence in me
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- Figure 33: Awake Organics Natural Perfume Oils gift set, 2018
- New approaches
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- Figure 34: Proportion of NPD in fragrances and body sprays, by top ultimate companies and other, 2018
- Figure 35: Examples of format innovation in fragrance, 2018-19
- Own-label keeps body sprays fresh
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- Figure 36: Examples of own-label body spray launches, 2018-19
Advertising and Marketing Activity
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- Tip of the iceberg
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- Figure 37: Total above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, January 2016-May 2019
- Smaller brands utilise digital
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- Figure 38: Total above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, by media type, January 2016-May 2019
- Women lag behind while men are underestimated
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- Figure 39: Dior fragrances TV campaigns (Joy, J’adore, Sauvage), 2018
- Figure 40: Total above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, by product type, January 2016-May 2019
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- Figure 41: John Boyega as The Gent, July 2019
- Waiting for something new
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- Figure 42: Total above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, by top companies, 2018
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 43: Attitudes towards and usage of selected brands, May 2019
- Key brand metrics
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- Figure 44: Key metrics for selected brands, May 2019
- Brand attitudes: Gucci sets itself apart from other fashion houses through quality
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- Figure 45: Attitudes, by brand, May 2019
- Brand personality: Traditionally male brands appear accessible
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- Figure 46: Brand personality – macro image, May 2019
- Male fragrances have more differentiated images
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- Figure 47: Brand personality – micro image, May 2019
- Brand analysis
- Chanel is well loved
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- Figure 48: User profile of Chanel, May 2019
- Gucci has the ingredients for success
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- Figure 49: User profile of Gucci, May 2019
- Dior should borrow from its fashion image
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- Figure 50: User profile of Dior, May 2019
- Try, try again for Boss
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- Figure 51: User profile of Boss, May 2019
- Vera Wang can investigate ethics
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- Figure 52: User profile of Vera Wang, May 2019
- David Beckham relies on personal reputation
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- Figure 53: User profile of David Beckham, May 2019
- JOOP! comes out to play
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- Figure 54: User profile of JOOP!, May 2019
The Consumer – What You Need to Know
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- What I’m looking for
- A rose by any other name
- Achieving balance
- Function vs discovery
- Unanswered questions
Usage of Fragrances
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- Everyday luxury
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- Figure 55: Usage of fragrances, May 2018 and June 2019
- Use declines with age
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- Figure 56: Usage of fragrances, by age, June 2019
Scent Types
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- Following tradition
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- Figure 57: Preferred scent type, by gender, June 2019
- Scent preferences among men
- Young and sweet
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- Figure 58: Men’s preferred scent type, by age, June 2019
- The human league
- Scent preferences among women
- Not so different after all
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- Figure 59: Women’s preferred scent type, by age, June 2019
- Wake up and smell the roses
Fragrance and Emotion
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- What women want
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- Figure 60: Emotive benefits of fragrance, by gender, June 2019
- Not in the mood
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- Figure 61: Examples of UK fragrance launches with aromatherapy claims, 2019
- Emotions sought by men
- A little romance
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- Figure 62: Emotive benefits of fragrance among men, by age, June 2019
- Take it down a notch
- Emotions sought by women
- The struggle for power
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- Figure 63: Emotive benefits of fragrance among women, by age, June 2019
- How to be a girl
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- Figure 64: Lancôme Idôle, July 2019
Purchase of Fragrances
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- Leave it to me
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- Figure 65: Fragrance purchase in the last 12 months, by age, June 2019
- Store choice is everything
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- Figure 66: Retailers where fragrances are purchased (in-store), June 2019
- Considerations change online
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- Figure 67: Retailers where fragrances are purchased (online), June 2019
- Figure 68: Browsing for fragrances online, heat map, April 2019
- Online is key for gifting
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- Figure 69: Online retailers where fragrances are purchased, by type of purchase, June 2019
Attitudes towards Fragrances
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- The art of subtlety
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- Figure 70: Attitudes towards fragrances, June 2019
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- Figure 71: D.S. & Durga I Don’t Know What Eau de Parfum Fragrance Enhancer, 2018
- Younger consumers could move on
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- Figure 72: Agreement with attitudinal statements, by age, June 2019
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Market Forecast methodology
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