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Fragrances - US - August 2015

"The impact of a saturated marketplace and increased competition from scented toiletries has led to flat performance in the $3.7 billion fragrance category. To combat consumer apathy and confusion, industry players can leverage new product development and honed marketing emphasizing value-added benefits/functionality, demographic-specific use, and customization. Delivering unique consumer experiences will be instrumental to encourage greater frequency of use and an increased repertoire of fragrance variety."

- Shannon Romanowski, Senior Beauty & Personal Care Analyst

This report covers the following areas: 

  • Competitive landscape provides impetus for flat sales
  • Occasional-use status is barrier to category growth
  • Habitual tendencies influence fragrance purchases

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Competitive landscape provides impetus for flat sales
            • Figure 1: Total US sales and fan chart forecast of fragrances, at current prices, 2010-20
          • Occasional-use status is barrier to category growth
            • Figure 2: Types of fragrance products used, by any and regular use, May 2015
          • Habitual tendencies influence fragrance purchases
            • Figure 3: Fine fragrance purchase influencers, any rank, May 2015
          • The opportunities
            • Focus on the male consumer
              • Figure 4: Attitudes toward fragrance selection, by gender, February 2015
            • Body spray provides inexpensive opportunity for customization
              • Figure 5: Reasons for wearing body spray, May 2015
            • Emphasize alternative formats
              • Figure 6: Any use of travel-sized and alternate perfume formats, by age, May 2015
            • What it means
            • The Market – What You Need to Know

              • Flat performance in the competitive fragrance category
                • Men’s fragrance performs well, but women’s fragrance dominates
                  • New product growth in unisex and men’s fragrances
                    • Shifts in population trends impact market
                      • Growth among multicultural population
                      • Market Size and Forecast

                        • Historic and projected sales performance of fragrance
                            • Figure 7: Total US sales and fan chart forecast of fragrances, at current prices, 2010-20
                            • Figure 8: Total US sales and forecast of fragrances, at current prices, 2010-20
                        • Market Breakdown

                          • Men’s fragrances gain, while women’s fragrance continues to struggle
                            • Figure 9: Total US retail sales of fragrances, by segment, 2010-15
                          • Women’s fragrance maintains strong foothold on market performance
                            • Men’s fragrance proving to be the market’s growth opportunity
                              • Sales of fragrances occur beyond supermarket and drug channels
                                • Figure 11: Total us retail sales of fragrances, by channel, 2013 and 2015
                            • Market Perspective

                              • Growth in unisex and men’s fragrances
                                  • Figure 12: Share of fragrance product launches, by subcategory, 2010-15*
                                • Product claims help differentiate brands in a crowded marketplace
                                    • Figure 13: Top 10 fragrance product claims, by share, 2010-15*
                                • Market Factors

                                  • Growing population should benefit market
                                    • Figure 14: US population, by age, 2010, 2015, and 2020
                                    • Figure 15: Any use of fragrance products, by age, May 2015
                                  • Men’s fragrance is key to future growth
                                    • Evolving multicultural demographics influence innovation and marketing
                                      • Figure 16: US population by race and Hispanic origin, 2010, 2015, and 2020
                                      • Figure 17: Fragrance expenditures, by race/Hispanic origin, February 2014-March 2015
                                      • Figure 18: Any use of fragrance products, by race/Hispanic origin, May 2015
                                  • Key Players – What You Need to Know

                                    • Leading players by usage penetration
                                      • Customization and alternative fragrance formats gain traction
                                        • Scented toiletries create competition
                                          • Transparency and technology are on deck
                                          • Brand Usage of Fragrance

                                            • Highly fragmented supply chain is a hallmark of competitive market
                                              • Brands of aftershave and cologne used
                                                • Figure 19: Brands of aftershave and cologne used, February 2009-March 2015
                                              • Brands of perfume, cologne and toilet water used
                                                • Figure 20: Brands of perfume, cologne, and toilet water used, February 2009-March 2015
                                                • Figure 21: Top 10 fragrance companies in new product launch activity, by share, 2010-15*
                                            • What’s Working?

                                              • Customization of fragrance going mainstream
                                                • Alternative formats provide opportunity
                                                  • Figure 22: Any use of alternative fragrance formats, by select demographics, May 2015
                                              • What’s Struggling?

                                                • Competition from scented toiletries erodes fine fragrance sales
                                                    • Figure 23: Any use of scented toiletries, by age, May 2015
                                                  • Celebrity endorsements
                                                  • What’s Next?

                                                    • Transparency and the promise of pure fragrance
                                                      • Technology can create interest and help shoppers navigate category
                                                      • The Consumer – What You Need to Know

                                                        • Occasional use of fragrance a barrier to category growth
                                                          • Department stores attract the male fragrance user
                                                            • Habitual tendencies influence fragrance purchases
                                                              • Body sprays perceived as lighter, portable and less expensive
                                                                • Customization is in demand for fragrances
                                                                  • Fragrance scent reveals gender preferences
                                                                  • Fragrance Usage

                                                                    • Regular use of fragrance associated with aftershave and scented toiletries
                                                                      • Figure 24: Types of fragrance products use, by any and regular use, May 2015
                                                                    • In their words
                                                                    • Retailer Choice

                                                                      • Department stores and mass merchants top choice for fragrance purchase
                                                                          • Figure 25: Retailer choice for fragrance purchase, by gender, May 2015
                                                                        • In their words
                                                                        • Purchase Influencers

                                                                          • Product sampling is top purchase influencer
                                                                              • Figure 26: Fine fragrance purchase influencers, by gender and age group, May 2015
                                                                            • In their words
                                                                            • Reasons for Using Body Spray

                                                                              • Competitive context
                                                                                • Reasons for wearing body spray
                                                                                    • Figure 27: Reasons for wearing body spray, May 2015
                                                                                  • In their words
                                                                                  • Attitudes toward Fragrance

                                                                                    • Fragrance selection
                                                                                        • Figure 28: Attitudes toward fragrance selection, by gender, May 2015
                                                                                      • Fragrance scent
                                                                                          • Figure 29: Attitudes toward fragrance scents, by gender, May 2015
                                                                                        • Fragrance ingredients
                                                                                          • Figure 30: Attitudes toward fragrance ingredients, by age, May 2015
                                                                                      • Fragrance Preference

                                                                                        • Floral scents remain most popular
                                                                                            • Figure 31: Any fragrance preference, by gender, May 2015
                                                                                          • Fragrance users have distinct scent expectation by product type
                                                                                            • Figure 32: Correspondence Analysis – Fragrance profiles, May 2015
                                                                                            • Figure 33: Fragrance preference, by product, May 2015
                                                                                          • In their words
                                                                                          • Appendix – Data Sources and Abbreviations

                                                                                            • Data sources
                                                                                              • Sales data
                                                                                                • Fan chart forecast
                                                                                                  • Consumer survey data
                                                                                                    • Consumer qualitative research
                                                                                                      • Abbreviations
                                                                                                        • Abbreviations
                                                                                                        • Appendix – Market

                                                                                                            • Figure 34: Total US sales and forecast of fragrances, at inflation-adjusted prices, 2010-20
                                                                                                            • Figure 35: Total US retail sales of frangrances, by segment, at current prices, 2013 and 2015
                                                                                                            • Figure 36: Total US retail sales of fragrances, by channel, at current prices, 2013 and 2015
                                                                                                        • Appendix – Consumer

                                                                                                          • Correspondence analysis methodology

                                                                                                          Companies Covered

                                                                                                          • Walmart Stores (USA)

                                                                                                          Fragrances - US - August 2015

                                                                                                          £3,199.84 (Excl.Tax)