Table of Contents
Executive Summary
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- Market overview
- The issues
- Scented personal care takes share from fragrance
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- Figure 1: Fragrance usage, October 2019
- Chemical concerns hinder growth
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- Figure 2: Select Attitudes towards fragrances – any agree/disagree, October 2019
- Retailers fail to attract key demographics
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- Figure 3: Retailers shopped, by 18-24 age group, October 2019
- The opportunities
- Black adults are a bright spot in the fragrance category
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- Figure 4: Select fragrance purchase influencers, by Black non-Hispanics, October 2019
- Men are engaged fragrance users
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- Figure 5: Attitudes towards fragrances - any agree, by gender, October 2019
- Functional fragrances increase appeal
- What it means
The Market – What You Need to Know
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- Fragrance spend slowly declines
- Scented personal care products pose a threat to fine fragrances
- Fragrance gets called out by clean beauty
- Fragrances meet digital disruption
Market Perspective
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- Fragrance spend slowly declines
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- Figure 6: Female fragrance spend, Simmons Spring NHCS Adult Study 12-month, Spring 2014-19
- Scented personal care products pose a threat to fine fragrances
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- Figure 7: Fragrance importance by category, October 2019
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- Figure 8: Fragrance Importance- any rank, October 2019
Market Factors
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- Fragrance gets called out by clean beauty
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- Figure 9: Tara Foley, CEO of clean beauty retailer Follain discusses cosmetic regulation on QueerEye star Jonathan Van Ness’s Getting Curious podcast.
- Fragrances meet digital disruption
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- Figure 10: Retailers Shopped, October 2019
Key Players – What You Need to Know
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- Functional fragrances, FTW
- The rise of cult fragrances puts pressure on legacy brands
- Wellness takes (s)center stage
What’s Working
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- Fragrance is more than what meets the nose
- Functional fragrances, FTW
What’s Struggling
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- The rise of cult fragrances puts pressure on legacy brands
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- Figure 11: Fragrance purchase influencers, October 2019
- Fear of “over” smelling challenges fine fragrances
What to Watch
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- Natural ingredients reign, but synthetics prove they are up to snuff
- Subtle scents sway skeptics
- Wellness takes (s)center stage
The Consumer – What You Need to Know
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- Scented personal care products drive usage
- Light scents and low cost bolster body sprays
- Fragrance shopping destinations remain scattered
- Natural ingredients and added benefits appeal to Hispanic consumers
- In-store presence still matters for scented items
- Men are engaged fragrance wearers
Fragrance and Scented Personal Care Usage
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- Scented personal care products drive usage
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- Figure 12: Fragrance usage, October 2019
- Women use a variety of fragranced products, men stick to the basics
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- Figure 13: Select fragrance ownership, by gender, October 2019
- Younger consumers use alternative formats, older consumers stick to staples
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- Figure 14: Fragrance usage, by age, October 2019
- Black adults are engaged fragrance users
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- Figure 15: Select fragrance usage, by race and Hispanic origin, October 2019
- Majority of consumers own multiple fragrance products
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- Figure 16: Repertoire analysis of fragrance usage, October 2019
Frequency of Product Usage
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- Most fragrance wearers adapt an all or nothing approach
- Light scents and low cost bolster body sprays
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- Figure 17: Frequency of usage, October 2019
- Regular usage varies little by age
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- Figure 18: Regular and occasional usage of body spray, perfume and cologne, by age, October 2019
Retailers Shopped
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- Fragrance shopping destinations remain scattered
- Discount stores keep pace with specialty beauty retailers
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- Figure 19: Retailers Shopped, October 2019
- Men seek convenience, women prefer specialty
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- Figure 20: Retailers Shopped, by gender, October 2019
- Department stores fail to attract younger consumers
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- Figure 21: Retailers Shopped, by age, October 2019
- Fragrance retailers are missing out on Hispanic consumers
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- Figure 22: Retailers Shopped, by select race and Hispanic origin, October 2019
Purchase Influencers
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- Recommendations drive unfamiliar scent purchases
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- Figure 23: Fragrance Purchase Influencers, October 2019
- Women are influenced by friends and family
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- Figure 24: Fragrance Purchase Influencers, by gender, October 2019
- Younger consumers seek added benefits
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- Figure 25: Fragrance purchase influencers, by age, October 2019
- Natural ingredients and added benefits appeal to Hispanic consumers
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- Figure 26: Fragrance Purchase Influencers, by race and Hispanic Origin, October 2019
- Fragrance brands struggle to reach the entire population
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- Figure 27: TURF Analysis – Purchase influencers, October 2019
- Methodology
Behaviors toward Fragrances
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- Scented personal care takes share from fine fragrance
- In-store presence still matters for scented items
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- Figure 28: Behaviors Toward Fragrances, October 2019
- Seasonal scents appeal to women
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- Figure 29: Behaviors toward fragrances, by gender, October 2019
- Behaviors towards fragrances vary little by age
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- Figure 30: Behaviors toward fragrances, by age, October 2019
- Lack of Hispanic engagement could pose challenges for category growth
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- Figure 31: Behaviors Toward Fragrances, by race and Hispanic Origin, October 2019
Attitudes toward Fragrances
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- Fragrance wearers are brand loyal
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- Figure 32: Attitudes toward fragrances, October 2019
- Men are engaged fragrance wearers
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- Figure 33: Attitudes toward fragrances - any agree, by gender, October 2019
- Younger consumers find fragrance shopping overwhelming
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- Figure 34: Attitudes toward fragrances - any agree, by age, October 2019
- Ingredient concerns influence Black and Hispanic consumers differently
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- Figure 35: Select attitudes towards fragrances - any agree, by race and Hispanic origin, October 2019
Appendix – Data Sources and Abbreviations
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- Consumer survey data
- Abbreviations and terms
- Abbreviations
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