Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Fragrances - US - September 2011

The recent declines in the U.S. fragrance market slowed significantly in 2010 and estimates point to 2011 posting the first market increases since before the recession. Led by growth in the men’s fragrance sector, which surpassed sales of the women’s sector for the first time in more than five years, FDMx sales are estimated to reach $827 million by the end of 2011. Along with this sales uptick, responses to Mintel’s custom survey point to a growing consumer base, reporting increased ownership and fragrance use across all segments. This report provides in-depth analysis of these factors, as well as close examination of the following:

  • Causes behind the fragrance market inertia and what the current state of the economy means for future sales
  • The shift in balance of power between men’s and women’s FDMx fragrance sales and what that means for the industry
  • How companies can provide affordable, smaller sizes to attract consumers on a budget
  • The impact of the continuing trend of celebrity scents and fashion tie-ins
  • The upscaling of lower cost retail outlets and how drug stores continue to refocus on beauty and personal care products, offering affordable prestige in the women’s fragrance market
  • The growth of independent fragrance manufacturers and what that means for the industry as a whole
  • How focusing on green can give fragrance companies an edge up
  • Creative promotions through functional fragrances, branding and experimental ventures
  • Recent innovations in fragrances and delivery systems

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Scope and Themes

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

                      • Projected sales gains since the recession
                        • Men’s gains largely responsible for the growth in the FDMx market
                          • Lack of new products may be cause for slow women’s sales
                            • FDMx fragrance leaders’ sales fluctuate, but no change in market position
                              • Use of fragrance on the rise
                                • Aftershave and cologne lead men’s fragrance choice
                                  • Body spray and eau de parfum top women’s list of preferred formats
                                    • Projected increases in black and Hispanic populations good for industry growth
                                      • Drug stores remain the top FDMx outlet for fragrance sales
                                        • Other FDMx projected to post the strongest channel gains
                                          • Number of celebrity fragrances grow, but impact is limited
                                            • Brand loyalty a struggle to market
                                              • Competition for the fragrance industry grows
                                                • Fragrance sensitivity, high price, and general lack of interest hinder market
                                                  • Economic uncertainty driving innovation
                                                    • Marketing efforts should be expanded to include more interactivity
                                                    • Insights and Opportunities

                                                      • The sweet smell of branding
                                                        • Experience of fragrance
                                                          • Functional fragrances
                                                            • Fragrance stations
                                                            • Inspire Insights

                                                                • Trend: Retired for Hire
                                                                  • Trend: Cool Vending
                                                                  • Market Size and Forecast

                                                                    • Key points
                                                                      • Sales recover in 2010-11
                                                                        • Unclear economic outlook
                                                                          • Fragrance market size and forecast
                                                                            • Figure 1: Total U.S. retail sales and forecast of fragrances, at current prices, 2006-16
                                                                            • Figure 2: Total U.S. retail sales and forecast of fragrances, at inflation-adjusted prices, 2006-16
                                                                            • Figure 3: Total FDMx sales and forecast of fragrances, at current prices, 2006-16
                                                                          • Fan chart forecast
                                                                              • Figure 4: FDMx sales and fan chart forecast of market, at current prices, 2006-16
                                                                            • Walmart sales
                                                                            • Market Drivers

                                                                              • Key points
                                                                                • Population shifts provide opportunities for the fragrance market
                                                                                  • Figure 5: U.S. male population, by age, 2006-16
                                                                                • From body sprays to perfume preferences
                                                                                  • Figure 6: U.S. female population, by age, 2006-16
                                                                                • Highly engaged black and Hispanic population on the rise
                                                                                  • Figure 7: U.S. Population, by race/Hispanic origin, 2006-16
                                                                                • Continued high unemployment could mean less fragrance purchases
                                                                                  • Figure 8: Unemployment, January 2007-July 2011
                                                                                • Median household income continues to decline
                                                                                  • Figure 9: Median household income in inflation-adjusted dollars, 1999-2009
                                                                                • Consumer confidence remains low
                                                                                  • Figure 10: Consumer confidence index, Jan. 2007-May 2011
                                                                                • Celebrity fragrances
                                                                                • Competitive Context

                                                                                    • Deodorant gets rid of one smell, adds another
                                                                                      • Body care products expand through fragrance
                                                                                        • Even your clothes want to smell nice
                                                                                          • …and then there’s the growth of fragrance free
                                                                                          • Segment Performance

                                                                                            • Key points
                                                                                              • Men’s fragrance sales estimated to surpass women’s
                                                                                                • Sales of fragrances, by segment
                                                                                                  • Figure 11: U.S. FDMx sales of fragrances segmented by type, 2009 and 2011
                                                                                              • Segment Performance—Women’s Fragrance

                                                                                                • Key points
                                                                                                  • Women’s fragrances expect further declines through FDMx channels
                                                                                                    • Sales and forecast of women’s fragrance
                                                                                                      • Figure 12: U.S. FDMx sales and forecast of women’s fragrance, at current prices, 2006-16
                                                                                                  • Segment Performance—Men’s fragrance

                                                                                                    • Key points
                                                                                                      • Focus on lower-price-point brands spelled segment success
                                                                                                        • Sales and forecast of men’s fragrance
                                                                                                          • Figure 13: U.S. FDMx sales and forecast of men’s fragrance, at current prices, 2006-16
                                                                                                      • Retail Channels

                                                                                                        • Key points
                                                                                                          • Slow growth is still growth
                                                                                                            • Channel sales of fragrances
                                                                                                              • Figure 14: U.S. FDMx sales of fragrances, by retail channel, 2010 and 2011
                                                                                                          • Retail Channels—Drug stores

                                                                                                            • Key points
                                                                                                              • High traffic goes high end
                                                                                                                • Drug store sales of fragrances
                                                                                                                  • Figure 15: Drug store sales of market, at current prices, 2006-11
                                                                                                              • Retail Channels—Other FDMx

                                                                                                                • Key points
                                                                                                                  • Growth in drug stores might also aid growth in other channels
                                                                                                                    • Other FDMx sales of fragrances
                                                                                                                      • Figure 16: Other FDMx sales of market, at current prices, 2006-11
                                                                                                                  • Leading Companies

                                                                                                                    • Key points
                                                                                                                      • Men’s sector growth tempers losses in women’s fragrance
                                                                                                                        • Manufacturer sales of fragrances
                                                                                                                          • Figure 17: Manufacturer sales of fragrance market, 2010 and 2011
                                                                                                                      • Brand Share—Men’s Fragrances

                                                                                                                        • Key points
                                                                                                                          • Men’s fragrance market surpasses women’s
                                                                                                                            • Unilever leads the market
                                                                                                                              • Coty and L’Oréal struggle
                                                                                                                                • Procter & Gamble posts the biggest gains in FDMx
                                                                                                                                  • Manufacturer sales of men’s fragrances
                                                                                                                                    • Figure 18: FDMx sales of men’s fragrances, 2010 and 2011
                                                                                                                                • Brand Share—Women’s Fragrances

                                                                                                                                  • Key points
                                                                                                                                    • Women’s fragrance market stagnates
                                                                                                                                      • Coty Beauty struggles in FDMx
                                                                                                                                        • Elizabeth Arden Inc. holds steady
                                                                                                                                          • Parfums De Coeur declines
                                                                                                                                            • Keeping an eye on private label
                                                                                                                                              • Manufacturer sales of women’s fragrances
                                                                                                                                                • Figure 19: FDMx sales of women’s fragrances, 2010 and 2011
                                                                                                                                            • Innovations and Innovators

                                                                                                                                                • The U.S. fragrance market in 2011
                                                                                                                                                    • Figure 20: U.S. fragrance market snapshot, January-August 2010 and 2011
                                                                                                                                                  • Reaching out to younger users
                                                                                                                                                    • Alternative delivery
                                                                                                                                                      • Smaller sizes
                                                                                                                                                        • A focus on luxury
                                                                                                                                                          • Innovative packaging
                                                                                                                                                            • Packaging extras
                                                                                                                                                              • The rise of the independents
                                                                                                                                                                • Giving back
                                                                                                                                                                • Marketing Strategies

                                                                                                                                                                  • Overview of the brand landscape
                                                                                                                                                                    • Industry stalwarts stick with what’s worked
                                                                                                                                                                      • Calvin Klein
                                                                                                                                                                        • Figure 21: Brand analysis of CK One, 2011
                                                                                                                                                                      • TV presence
                                                                                                                                                                        • Figure 22: Calvin Klein CK One, television ad, 2011
                                                                                                                                                                        • Figure 23: Calvin Klein Eternity, television ad, 2010
                                                                                                                                                                      • Online initiatives
                                                                                                                                                                        • Figure 24: CK One Virtual box, August 2011
                                                                                                                                                                      • Celebrity fragrances already famous
                                                                                                                                                                        • Britney Spears Beauty
                                                                                                                                                                          • Figure 25: Brand analysis of Britney Spears Beauty, 2011
                                                                                                                                                                        • TV presence
                                                                                                                                                                          • Figure 26: Britney Spears Fantasy Perfume, television ad, 2010
                                                                                                                                                                          • Figure 27: Britney Spears Radiance, television ad, 2010
                                                                                                                                                                        • Print and other: Wonderstruck
                                                                                                                                                                          • Figure 28: Taylor Swift designs own perfume for the ladies, July 2011
                                                                                                                                                                        • Online initiatives: Reb’l Fleur by Rihanna
                                                                                                                                                                          • Interactive fragrance experience
                                                                                                                                                                            • Someday by Justin Bieber
                                                                                                                                                                              • Figure 29: Brand analysis of Someday by Justin Bieber, 2011
                                                                                                                                                                            • TV presence
                                                                                                                                                                              • Figure 30: Justin Bieber Someday Fragrance, television ad, 2011
                                                                                                                                                                            • Online initiatives
                                                                                                                                                                              • Figure 31: Justin Bieber Someday Fragrance, website, September 2011
                                                                                                                                                                              • Figure 32: Someday iPhone app, August 2011
                                                                                                                                                                            • Selling fragrance online
                                                                                                                                                                              • Burberry
                                                                                                                                                                                • Figure 33: Burberry Body, Facebook page, September 2011
                                                                                                                                                                            • Fragrance Ownership

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Market sees strong participation, but maintains room for more
                                                                                                                                                                                  • Aftershave and cologne usage rates fairly equal, but vastly different audience
                                                                                                                                                                                    • Functional properties might drive growth in aftershave
                                                                                                                                                                                      • Body spray: growing a young market
                                                                                                                                                                                        • Figure 34: Ownership of cologne, body spray, or aftershave among men, by age, Feb. 2010-March 2011
                                                                                                                                                                                      • Incidence of body spray usage sees large increase
                                                                                                                                                                                        • Figure 35: Ownership of cologne, body spray, or aftershave among men, 2010 and 2011
                                                                                                                                                                                      • Low income not a deterrent to fragrance participation
                                                                                                                                                                                        • Figure 36: Ownership of cologne, body spray, or aftershave among men, by household income, Feb. 2010-March 2011
                                                                                                                                                                                      • Women are more likely to consider price
                                                                                                                                                                                        • Encouraging exploration into more premium products
                                                                                                                                                                                          • Figure 37: Perfume, eau de toilette, body spray, or fragrance oil ownership and usage among women, June 2011
                                                                                                                                                                                          • Figure 38: Perfume, eau de toilette, body spray, or fragrance oil ownership and usage among women, June 2011
                                                                                                                                                                                        • Oldest consumers show least likely use of fragrances
                                                                                                                                                                                          • …while younger consumers may base use on price
                                                                                                                                                                                            • Figure 39: Perfume, eau de toilette, body spray, or fragrance oil ownership and usage among women, by age, June 2011
                                                                                                                                                                                          • Big spenders are the minority
                                                                                                                                                                                            • Figure 40: Perfume, eau de toilette, body spray, or fragrance oil ownership and usage among women, by household income, June 2011
                                                                                                                                                                                            • Figure 41: Perfume, eau de toilette, body spray, or fragrance oil ownership and usage among women, by region, June 2011
                                                                                                                                                                                        • How Fragrance is Obtained

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • The majority of consumers purchase a product for themselves
                                                                                                                                                                                              • Bringing the fragrance to the consumer
                                                                                                                                                                                                • Figure 42: How fragrances were obtained by male fragrance owners, by age, June 2011
                                                                                                                                                                                                • Figure 43: How fragrances were obtained by male fragrance owners, by household income, June 2011
                                                                                                                                                                                            • Men’s Attitudes Toward Wearing Fragrances

                                                                                                                                                                                              • Key points
                                                                                                                                                                                                • Older men drawn to versatility in one quality fragrance
                                                                                                                                                                                                  • … whereas younger respondents interested in mixing it up
                                                                                                                                                                                                      • Figure 44: Male attitudes toward wearing fragrance, by age, June 2011
                                                                                                                                                                                                    • Higher-income earners are more dynamic fragrance consumers
                                                                                                                                                                                                      • … whereas lower-income earners play it safe
                                                                                                                                                                                                        • Figure 45: Male attitudes toward wearing fragrance, by household income, June 2011
                                                                                                                                                                                                      • Almost half of male consumers indicate that fragrance is unnecessary
                                                                                                                                                                                                        • Helping consumers find a fragrance they like
                                                                                                                                                                                                          • Figure 46: Male attitudes toward wearing fragrance, by age, June 2011
                                                                                                                                                                                                          • Figure 47: Male attitudes toward wearing fragrance, by household income, June 2011
                                                                                                                                                                                                      • Brand Loyalty

                                                                                                                                                                                                        • Key points
                                                                                                                                                                                                          • Female fragrance users favor private label offerings and segment stalwarts
                                                                                                                                                                                                            • …while men gravitate toward accessibility and value
                                                                                                                                                                                                              • Figure 48: Type of perfume used, by gender and age, Feb. 2010-March 2011
                                                                                                                                                                                                            • Expansion of market limits brand loyalty
                                                                                                                                                                                                                • Figure 49: Level of female fragrance brand loyalty, by age, June 2011
                                                                                                                                                                                                                • Figure 50: Level of female fragrance brand loyalty, by household income, June 2011
                                                                                                                                                                                                            • Reasons for Not Wearing Fragrances

                                                                                                                                                                                                              • Key points
                                                                                                                                                                                                                • Opportunity for light fragrance variations
                                                                                                                                                                                                                  • Lack of interest may be the key to fragrance industry woes
                                                                                                                                                                                                                    • Figure 51: Reasons women don't own or wear a fragrance, by age, June 2011
                                                                                                                                                                                                                  • Cost an issue for lower-income respondents
                                                                                                                                                                                                                    • Figure 52: Reasons women don't own or wear a fragrance, by household income, June 2011
                                                                                                                                                                                                                • Impact of Race and Hispanic Origin

                                                                                                                                                                                                                  • Key points
                                                                                                                                                                                                                    • Black and Hispanic men are active fragrance consumers
                                                                                                                                                                                                                      • Figure 53: Ownership of cologne, body spray, or aftershave among men, by race/Hispanic origin, Feb. 2010-March 2011
                                                                                                                                                                                                                      • Figure 54: Type of perfume used, by race/Hispanic origin, Feb. 2010-March 2011
                                                                                                                                                                                                                      • Figure 55: How fragrances were obtained by male fragrance owners, by race/Hispanic origin, June 2011
                                                                                                                                                                                                                      • Figure 56: Male attitudes toward wearing fragrance, by race/Hispanic origin, June 2011
                                                                                                                                                                                                                    • Black and Hispanic women indicate above-average fragrance engagement
                                                                                                                                                                                                                      • Figure 57: Perfume, eau de toilette, body spray, or fragrance oil ownership and usage among women, by race/Hispanic origin, June 2011
                                                                                                                                                                                                                      • Figure 58: Type of perfume used, by race/Hispanic origin, Feb. 2010-March 2011
                                                                                                                                                                                                                      • Figure 59: Level of fragrance brand loyalty, by race/Hispanic origin, June 2011
                                                                                                                                                                                                                  • Custom Consumer Groups

                                                                                                                                                                                                                      • Key points
                                                                                                                                                                                                                        • Larger households have the strongest likelihood of fragrance ownership
                                                                                                                                                                                                                          • Figure 60: Ownership of cologne, body spray, or aftershave among men, by household size, June 2011
                                                                                                                                                                                                                        • A fragrance for every lifestage
                                                                                                                                                                                                                            • Figure 61: Ownership of cologne, body spray, or aftershave among men, by marital/relationship status, June 2011
                                                                                                                                                                                                                          • Unmarried men show greater flexibility in fragrance use
                                                                                                                                                                                                                              • Figure 62: Male attitudes toward wearing fragrance, by marital status, June 2011
                                                                                                                                                                                                                            • A focus on the personal benefit of fragrance
                                                                                                                                                                                                                                • Figure 63: Male attitudes toward wearing fragrance, by marital status, June 2011
                                                                                                                                                                                                                            • Cluster Analysis

                                                                                                                                                                                                                                • Eau de Free
                                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                                                        • Body Lotioners
                                                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                                                            • Demographics
                                                                                                                                                                                                                                              • Opportunity
                                                                                                                                                                                                                                                • Eau de Parfumed
                                                                                                                                                                                                                                                  • Characteristics
                                                                                                                                                                                                                                                    • Demographics
                                                                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                                                                        • Cluster characteristic tables
                                                                                                                                                                                                                                                          • Figure 64: Fragrance clusters, June 2011
                                                                                                                                                                                                                                                          • Figure 65: Own a fragrance, by fragrance clusters, June 2011
                                                                                                                                                                                                                                                          • Figure 66: Fragrances brand loyalty, by fragrance clusters, June 2011
                                                                                                                                                                                                                                                          • Figure 67: Attributes that describe the attitude toward fragrance, by fragrance clusters, June 2011
                                                                                                                                                                                                                                                        • Cluster demographic tables
                                                                                                                                                                                                                                                          • Figure 68: Fragrance clusters, by age, June 2011
                                                                                                                                                                                                                                                          • Figure 69: Fragrance clusters, by household income, June 2011
                                                                                                                                                                                                                                                          • Figure 70: Fragrance clusters, by race, June 2011
                                                                                                                                                                                                                                                          • Figure 71: Fragrance clusters, by Hispanic origin, June 2011
                                                                                                                                                                                                                                                          • Figure 72: Fragrance clusters, by education, June 2011
                                                                                                                                                                                                                                                        • Cluster methodology
                                                                                                                                                                                                                                                        • Appendix—Trade Associations

                                                                                                                                                                                                                                                          Companies Covered

                                                                                                                                                                                                                                                          • Bath & Body Works
                                                                                                                                                                                                                                                          • Beaute Prestige International SA
                                                                                                                                                                                                                                                          • Burberry (USA)
                                                                                                                                                                                                                                                          • Calvin Klein, Inc.
                                                                                                                                                                                                                                                          • Christian Dior
                                                                                                                                                                                                                                                          • Clinique Laboratories, Inc.
                                                                                                                                                                                                                                                          • Cosmetic Executive Women
                                                                                                                                                                                                                                                          • Coty Inc
                                                                                                                                                                                                                                                          • Dolce & Gabbana
                                                                                                                                                                                                                                                          • Donna Karan Company Stores Ltd
                                                                                                                                                                                                                                                          • Duane Reade, Inc
                                                                                                                                                                                                                                                          • Elizabeth Arden, Inc.
                                                                                                                                                                                                                                                          • Estée Lauder Companies Inc. (The)
                                                                                                                                                                                                                                                          • Giorgio Armani S.p.A.
                                                                                                                                                                                                                                                          • Global Gillette
                                                                                                                                                                                                                                                          • Independent Cosmetic Manufacturers and Distributors Inc. (ICMAD)
                                                                                                                                                                                                                                                          • Jergens Naturals
                                                                                                                                                                                                                                                          • L'Oréal USA
                                                                                                                                                                                                                                                          • National Association of Chain Drug Stores (NACDS)
                                                                                                                                                                                                                                                          • National Cosmetology Association (NCA)
                                                                                                                                                                                                                                                          • Personal Care Products Council
                                                                                                                                                                                                                                                          • Procter & Gamble USA
                                                                                                                                                                                                                                                          • Professional Beauty Association (PBA)
                                                                                                                                                                                                                                                          • Ralph Lauren Ltd
                                                                                                                                                                                                                                                          • Society of Cosmetic Chemists (SCC)
                                                                                                                                                                                                                                                          • Stella McCartney
                                                                                                                                                                                                                                                          • Unilever USA
                                                                                                                                                                                                                                                          • Victoria's Secret
                                                                                                                                                                                                                                                          • YouTube, Inc.

                                                                                                                                                                                                                                                          Fragrances - US - September 2011

                                                                                                                                                                                                                                                          £2,684.63 (Excl.Tax)