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Fragrances - US - August 2014

“Shoppers are bombarded with scent variety across numerous categories including fine fragrance, personal care, and household. As a result, consumers are overwhelmed and a bit apathetic, leading to sluggish fragrance sales. Brands will need to focus on delivering more value-added benefits, especially when targeting older consumers, as a way to help curb sales declines.”
– Shannon Romanowski, Senior Beauty and Personal Care Analyst

This report looks at the following areas:

  • Fragrance sales are struggling
  • Fragrance usage declines with age
  • Growing awareness and concern regarding ingredient safety
For the purposes of this report, Mintel has segmented the fragrance market as follows:
  • Men’s fragrances – cologne, body spray 
  • Women’s fragrances – perfume, body spray
 For the consumer portions of this report fine fragrances are defined as more traditional, higher-priced items that have limited functionality beyond scent and include perfume, cologne, travel-sized fragrance, and other formats (such as solids).
 
Line extension items (which are not included in sales data) refer to scented personal care items such as lotions, soap/shower gel, powder, and aftershave.
 
Note: Perfume is used as a general description to include all fine fragrance formats such as parfum, eau de parfum, and eau de toilette. In addition, while body sprays are not traditionally thought of as fine fragrance, their popularity in the market has led to their inclusion in the market size.
 
Excluded from the scope of this report are line extensions of other men’s/women’s personal care products such as:
  • Deodorants or antiperspirants 
  • Shaving products such as shaving creams, shaving gels, preshave for electric razors 
  • Hair gels or other styling products 
  • Shampoos or conditioners.

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Table of contents

  1. Scope and Themes

    • What you need to know
      • Definition
        • Data sources
          • Sales data
            • Consumer survey data
              • Abbreviations and terms
                • Abbreviations
                • Executive Summary

                    • The market
                      • Figure 1: Total US sales and fan chart forecast of fragrances, at current prices, 2009-19
                    • Market factors
                      • Figure 2: Household income distribution, 2012
                    • Segment performance
                      • Figure 3: Total US retail sales of fragrances, segmented by type, 2012 and 2014
                    • The consumer
                      • More than half of consumers use perfume and cologne
                        • Figure 4: Use of fine fragrance, any and regular use, May 2014
                      • A well-liked scent, familiarity drive purchasing of fine fragrances
                        • Figure 5: Top five reasons for purchasing fine fragrance, May 2014
                      • Shoppers interested in natural and functional benefits
                        • Figure 6: Interest and willingness to spend for top five new claims and benefits, May 2014
                      • Promotional incentives, eco-friendly concepts resonate with scent wearers
                        • Figure 7: Interest in top five new fragrance formats, May 2014
                      • What we think
                      • Issues and Insights

                          • Fragrance sales are struggling
                            • The issues
                              • The implications: Look to alternative formats, added benefits
                                • Fragrance usage declines with age
                                  • The issues
                                    • The implications: Highlight wellness benefits, targeted advertising
                                      • Growing awareness and concern regarding ingredient safety
                                        • The issues
                                          • The implications: Leverage high interest in natural fragrances, eco-friendly concepts
                                          • Trend Applications

                                              • Trend: Transumers
                                                • Trend: Objectify
                                                  • Trend: Green and Lean
                                                  • Market Size and Forecast

                                                    • Key points
                                                      • Sales and forecast of fragrances
                                                        • Figure 8: Total US sales and forecast of fragrances, at current prices, 2009-19
                                                        • Figure 9: Total US sales and forecast of fragrances, at inflation-adjusted prices, 2009-19
                                                      • Struggles expected to continue for the fragrance category
                                                        • Figure 10: Total US sales and fan chart forecast of fragrances, at current prices, 2009-19
                                                      • Forecast methodology
                                                      • Market Drivers

                                                        • Key points
                                                          • Wealth disparity impacts purchasing behavior
                                                            • Figure 11: Household income distribution, 2012
                                                            • Figure 12: Fragrance expenditures, by gender, November 2012-December 2013
                                                          • Aging population represents strongest growth potential
                                                            • Figure 13: Any use of fragrance and scented products, by age, May 2014
                                                            • Figure 14: Population aged 18 or older, by age, 2009-19
                                                          • Category impacted by demand for transparency and tightening regulations
                                                          • Competitive Context

                                                            • Key points
                                                              • Fine fragrances face competition from lower-priced formats
                                                                • Figure 15: Use of scented toiletries, any and regular use, May 2014
                                                              • Younger consumers, women drive usage of lower-priced items
                                                                • Figure 16: Any use of scented toiletries, by gender and age, May 2014
                                                            • Segment Performance

                                                              • Key points
                                                                • Both segments struggle to grow, but men’s fragrances gain share
                                                                  • Sales of fragrances, by segment
                                                                    • Figure 17: Total US retail sales of fragrances, segmented by type, 2012 and 2014
                                                                • Segment Performance – Women’s Fragrances

                                                                  • Key points
                                                                    • Women’s fragrances on the decline
                                                                      • Sales and forecast of women’s fragrances
                                                                        • Figure 18: Total US sales and forecast of women’s fragrances, at current prices, 2009-19
                                                                    • Segment Performance – Men’s Fragrances

                                                                      • Key points
                                                                        • Men’s fragrances will continue to grow…slowly
                                                                          • Sales and forecast of men’s fragrances
                                                                            • Figure 19: Total US sales and forecast of men’s fragrances, at current prices, 2009-19
                                                                        • Retail Channels

                                                                          • Key points
                                                                            • Other retail channels dominate sales, but struggle to grow
                                                                              • Sales of fragrances, by channel
                                                                                • Figure 20: Total us retail sales of fragrances, by channel, 2012 and 2014
                                                                              • Mass retailers hit hardest by struggling fragrance sales
                                                                                  • Figure 21: Total us retail sales of fragrances, by channel, 2009-14
                                                                              • Brand Usage

                                                                                • Key points
                                                                                  • Old Spice, Axe remain popular
                                                                                    • Figure 22: Brands of aftershave and cologne used, October 2007-December 2013
                                                                                  • Use of leading perfume brands on the decline
                                                                                    • Figure 23: Brands of perfume, cologne, and toilet water used, October 2007-December 2013
                                                                                • Innovations and Innovators

                                                                                  • New product launch trends
                                                                                    • Figure 24: Fragrance launches, by share, 2009-14
                                                                                  • Category innovations
                                                                                    • Collections
                                                                                      • Flowers
                                                                                        • Formats
                                                                                          • Natural scents
                                                                                            • Figure 25: Natural fragrance claims, by share, 2009-14
                                                                                          • Prestige men’s body sprays
                                                                                            • Figure 26: Body spray launches, by share, 2009-14
                                                                                          • Primers
                                                                                          • Marketing Strategies

                                                                                            • Overview of the brand landscape
                                                                                              • Musician endorsements
                                                                                                • Figure 27: One Direction Our Moment fragrance ad, 2013
                                                                                              • Fragrance gets social
                                                                                                • Figure 28: Burberry Brit Rhythm Women’s fragrance ad, 2014
                                                                                                • Figure 29: Ralph Lauren Polo Red fragrance ad, 2013
                                                                                              • Limited-edition concepts
                                                                                              • Social Media

                                                                                                  • Key points
                                                                                                    • Market overview
                                                                                                      • Key social media metrics
                                                                                                        • Figure 30: Key social media metrics, July 2014
                                                                                                      • Brand usage and awareness
                                                                                                        • Figure 31: Brand usage or awareness for select fragrance brands, May 2014
                                                                                                      • Interactions with fragrance brands
                                                                                                        • Figure 32: Interactions with select fragrance brands, May 2014
                                                                                                      • Leading online campaigns
                                                                                                        • Digital partnerships
                                                                                                          • User-generated content
                                                                                                            • Celebrity partnerships
                                                                                                              • What we think
                                                                                                                • Online conversations
                                                                                                                  • Figure 33: Online share of voice for select fragrance brands, by week, July 21, 2013-July 20, 2014
                                                                                                                • Where people are talking about fragrances
                                                                                                                  • Figure 34: Online share of voice for select fragrance brands, by page type, July 21, 2013-July 20, 2014
                                                                                                                • What people are talking about
                                                                                                                  • Figure 35: Topics of conversations for select fragrance brands, July 21, 2013-July 20, 2014
                                                                                                              • Use of Fine Fragrance

                                                                                                                • Key points
                                                                                                                  • More than half of adults wear perfume, cologne
                                                                                                                    • Figure 36: Use of fine fragrance, any and regular use, May 2014
                                                                                                                    • Figure 37: Any use of fine fragrance, by gender, May 2014
                                                                                                                    • Figure 38: Any use of fine fragrance, by gender and age, May 2014
                                                                                                                  • Women seek variety, men prefer customization
                                                                                                                    • Figure 39: Usage behavior of fine fragrance, by gender, May 2014
                                                                                                                    • Figure 40: Usage behavior of fine fragrance, by gender and age, May 2014
                                                                                                                • Reasons for Purchasing Fine Fragrance

                                                                                                                  • Key points
                                                                                                                    • Scent, product familiarity are key purchase drivers of fine fragrance
                                                                                                                      • Men more likely to be influenced by others when selecting fragrance
                                                                                                                        • Figure 41: Reasons for purchasing fine fragrance, by gender, May 2014
                                                                                                                      • Younger fragrance wearers influenced by a variety of factors
                                                                                                                        • Figure 42: Reasons for purchasing fine fragrance, by gender and age, May 2014
                                                                                                                    • Interest in New Claims and Benefits Based on Price

                                                                                                                      • Key points
                                                                                                                        • Shoppers willing to spend for added function and natural products
                                                                                                                          • Figure 43: Interest and willingness to spend for new claims and benefits, May 2014
                                                                                                                        • Interest in claims is high, though younger shoppers more willing to spend
                                                                                                                          • Figure 44: Interest and willingness to spend for new claims and benefits, by gender and age, May 2014
                                                                                                                      • Interest in New Formats

                                                                                                                        • Key points
                                                                                                                          • Shoppers seek value, promotional incentives
                                                                                                                            • Going green as a means to saving money resonates with consumers
                                                                                                                              • Figure 45: Interest in new fragrance formats, May 2014
                                                                                                                              • Figure 46: Any Interest in new fragrance formats, by gender, May 2014
                                                                                                                            • Men interested in convenience, technology
                                                                                                                              • Figure 47: Any Interest in new fragrance formats, by gender and age, May 2014
                                                                                                                          • Attitudes toward Fragrances

                                                                                                                            • Key points
                                                                                                                              • Fragrance perceptions differ between people
                                                                                                                                • Scent wearers like to select their own fragrance
                                                                                                                                  • Figure 48: Attitudes toward fragrances, by gender, May 2014
                                                                                                                                  • Figure 49: Attitudes toward fragrances, by gender and age, May 2014
                                                                                                                              • Race and Hispanic Origin

                                                                                                                                • Key points
                                                                                                                                  • Scent is important to multicultural consumers
                                                                                                                                    • Figure 50: Any use of fine fragrance, by race/Hispanic origin, May 2014
                                                                                                                                    • Figure 51: Any use of scented toiletries, by race/Hispanic origin, May 2014
                                                                                                                                  • Black shoppers seek variety, but brand trust is also important
                                                                                                                                    • Figure 52: Usage behavior of fine fragrance, by race/Hispanic origin, May 2014
                                                                                                                                    • Figure 53: Reasons for purchasing fine fragrance, by race/Hispanic origin, May 2014
                                                                                                                                  • Hispanics willing to spend for added benefits
                                                                                                                                    • Figure 54: Interest and willingness to spend for new claims and benefits, by race/Hispanic origin, May 2014
                                                                                                                                  • Technology could be opportunity to target multicultural consumers
                                                                                                                                    • Figure 55: Any Interest in new fragrance formats, by race/Hispanic origin, May 2014
                                                                                                                                • Appendix – Other Useful Consumer Tables

                                                                                                                                  • Usage of fine fragrance and scented toiletries
                                                                                                                                    • Figure 56: Use of fragrance and scented toiletries, May 2014
                                                                                                                                    • Figure 57: Any use of fine fragrance, by age, May 2014
                                                                                                                                    • Figure 58: Any use of fine fragrance, by household income, May 2014
                                                                                                                                    • Figure 59: Regular use of fine fragrance, by race/Hispanic origin, May 2014
                                                                                                                                    • Figure 60: Any use of scented toiletries, by age, May 2014
                                                                                                                                    • Figure 61: Any use of scented toiletries, by household income, May 2014
                                                                                                                                    • Figure 62: Regular use of scented toiletries, by race/Hispanic origin, May 2014
                                                                                                                                  • Usage behavior of fine fragrance
                                                                                                                                    • Figure 63: Usage behavior of fine fragrance, by age, May 2014
                                                                                                                                    • Figure 64: Usage behavior of fine fragrance, by household income, May 2014
                                                                                                                                  • Reasons for purchasing fine fragrance
                                                                                                                                    • Figure 65: Reasons for purchasing fine fragrance, by household income, May 2014
                                                                                                                                  • Interest in new formats
                                                                                                                                    • Figure 66: Any Interest in new fragrance formats, by household income, May 2014
                                                                                                                                  • Attitudes toward fragrances
                                                                                                                                    • Figure 67: Attitudes toward fragrances, by household income, May 2014
                                                                                                                                    • Figure 68: Attitudes toward fragrances, by race/Hispanic origin, May 2014
                                                                                                                                • Appendix – Social Media

                                                                                                                                  • Brand usage or awareness
                                                                                                                                    • Figure 69: Brand usage or awareness, May 2014
                                                                                                                                    • Figure 70: Thierry Mugler (ie Angel, Alien) usage or awareness, by demographics, May 2014
                                                                                                                                    • Figure 71: Burberry (ie Brit) usage or awareness, by demographics, May 2014
                                                                                                                                    • Figure 72: Kenneth Cole (ie Reaction) usage or awareness, by demographics, May 2014
                                                                                                                                    • Figure 73: Marc Jacobs (ie Daisy, Honey) usage or awareness, by demographics, May 2014
                                                                                                                                    • Figure 74: Gucci (ie Envy) usage or awareness, by demographics, May 2014
                                                                                                                                    • Figure 75: Lancôme (ie Trésor, Hypnôse) usage or awareness, by demographics, May 2014
                                                                                                                                  • Activities done
                                                                                                                                    • Figure 76: Activities done, May 2014
                                                                                                                                    • Figure 77: Thierry Mugler – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
                                                                                                                                    • Figure 78: Thierry Mugler – Activities done – I follow/like the brand on social media because, by demographics, May 2014
                                                                                                                                    • Figure 79: Thierry Mugler – Activities done – I have researched the brand on social media to, by demographics, May 2014
                                                                                                                                    • Figure 80: Burberry – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
                                                                                                                                    • Figure 81: Burberry – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
                                                                                                                                    • Figure 82: Burberry – Activities done – I have researched the brand on social media to, by demographics, May 2014
                                                                                                                                    • Figure 83: Kenneth Cole – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
                                                                                                                                    • Figure 84: Kenneth Cole – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
                                                                                                                                    • Figure 85: Kenneth Cole – Activities done – I have researched the brand on social media to, by demographics, May 2014
                                                                                                                                    • Figure 86: Marc Jacobs – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
                                                                                                                                    • Figure 87: Marc Jacobs – Activities done – I have researched the brand on social media to, by demographics, May 2014
                                                                                                                                    • Figure 88: Gucci – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
                                                                                                                                    • Figure 89: Gucci – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
                                                                                                                                    • Figure 90: Gucci – Activities done – I follow/like the brand on social media because, by demographics, May 2014
                                                                                                                                    • Figure 91: Gucci – Activities done – I have researched the brand on social media to, by demographics, May 2014
                                                                                                                                    • Figure 92: Lancôme – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
                                                                                                                                    • Figure 93: Lancôme – Activities done – I have researched the brand on social media to, by demographics, May 2014
                                                                                                                                  • Online conversations
                                                                                                                                    • Figure 94: Online share of voice for select fragrance brands, by page type, July 21, 2013-July 20, 2014
                                                                                                                                    • Figure 95: Topics of conversations for select fragrance brands, July 21, 2013-July 20, 2014
                                                                                                                                  • Key social media metrics
                                                                                                                                    • Figure 96: Key social media metrics for select fragrance brands, July 2014
                                                                                                                                • Appendix –Trade Associations

                                                                                                                                  Companies Covered

                                                                                                                                  To learn more about the companies covered in this report please contact us.

                                                                                                                                  Fragrances - US - August 2014

                                                                                                                                  £3,174.67 (Excl.Tax)