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

US Fragrance Market Research Report - September 2012

In addition to strong sales growth, responses to Mintel’s exclusive consumer survey indicate that the time is ripe for increased product innovation in the fragrance category. Survey results show strong consumer interest in added product benefits like mood boosting and anti-aging, as well as innovative forms and extending scent into additional product categories. Healthy category growth, combined with increased product innovation makes this an exciting time for the fragrance industry.

About the US Fragrance Market Research Report

This report builds on the analysis presented in Mintel’s Fragrances—U.S., September 2011, as well as Women’s Fragrances—U.S., September 2010 and the September 2008, December 2007, November 2006, October 2004, and March 2002 reports of the same tile, and Men’s Fragrances—U.S., November 2010 and the October 2008, November 2007, December 2006, November 2004, and April 2002 reports of the same title.

This report covers the U.S. market for fragrances in all forms (i.e., spray, pour, solid, oil).

The market can be broadly segmented according to a product’s strength (the grade of alcohol denotes the percentage of alcohol to water) and/or form including:

  • Perfume or an eau de parfum (EDP) usually contains 15-25% fragrance oil in pure ethyl alcohol.
  • Eau de toilette (EDT) is a 6-15% solution of fragrance oil in an 80% grade of alcohol.
  • Cologne is a 3-6% solution of fragrance oil in a 70% grade of alcohol.
  • Aftershaves
  • Scented body powders and talcs
  • Gift packs.
  • Unisex fragrances (not a separate segment in sales data but those that are sold in FDMx channels are included in SymphonyIRI data as either a men’s or women’s fragrance. Unisex fragrances are featured as a separate segment in Innovations and Innovators.)
  • Scented shower gels, body lotions, and body sprays are not included in market/sales data but are included in consumer analysis.

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.

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

                        • The market
                          • Figure 1: Total U.S. sales and fan chart forecast of fragrances, at current prices, 2007-17
                        • Market factors
                          • Aging population creates challenges, opportunities
                            • Figure 2: U.S. population, by age, 2012-17
                          • Hispanic, Asian populations growing and engaged in the category
                            • Figure 3: U.S. population, by race/Hispanic origin 2012-17
                          • Economy still struggling, but fragrance category gaining momentum
                            • Figure 4: DPI, 2007-March 2012
                          • Retail channels
                            • Figure 5: Sales of fragrances, by channel, 2012
                          • Key players
                            • The consumer
                              • Perfume has the highest use among traditional forms, but usage frequency is low
                                • Figure 6: Fragrance usage, traditional forms— any, daily, or occasionally wear, May 2012
                              • Line extension items add benefits, increase usage frequency
                                • Figure 7: Fragrance usage, line extensions—any, daily, or occasionally wear, May 2012
                              • Added benefits garner high consumer interest
                                • Figure 8: Interest in product innovations, properties, May 2012
                              • Young men are most likely to be interested in innovative product forms
                                • Figure 9: Interest in product innovation forms—any interest, May 2012
                              • What we think
                              • Issues in the Market

                                  • How can brands sustain long-term growth (or brand loyalty)?
                                    • How will increasing regulation impact the category?
                                      • What role will technology play in the fragrance category?
                                      • Insights and Opportunities

                                        • Opportunity to add efficacy and value with added benefits
                                          • Beyond luxury
                                            • Natural and sustainable
                                              • Multicultural consumers, Millennials hold greatest opportunity
                                                • A sensory journey
                                                • Trend Applications

                                                    • Trend: Mood to Order
                                                      • Trend: Extend My Brand
                                                        • 2015 Trend: Brand Intervention
                                                        • Market Size and Forecast

                                                          • Key points
                                                            • Sales continue to recover after sharp declines during recession
                                                              • Category expected to see sales growth through 2017
                                                                • Sales and forecast of fragrances
                                                                  • Figure 10: Total U.S. retail sales and forecast of fragrances, at current prices, 2007-17
                                                                  • Figure 11: Total U.S. retail sales and forecast of fragrances, at inflation-adjusted prices, 2007-17
                                                                • Fan chart forecast
                                                                    • Figure 12: Total U.S. sales and fan chart forecast of fragrances, at current prices, 2007-17
                                                                  • Walmart sales
                                                                  • Market Drivers

                                                                    • Key points
                                                                      • Aging population creates challenges for the fragrance industry
                                                                        • Figure 13: U.S. population, by age, 2007-17
                                                                      • Hispanic and Asian populations are growing and engaged in the category
                                                                        • Figure 14: U.S. population, by race/Hispanic origin 2007-17
                                                                      • Economic recovery slow but fragrance category growing
                                                                        • Figure 15: Thomson Reuters/University of Michigan’s index of consumer sentiment, 2006-Q2 2012
                                                                        • Figure 16: DPI, 2007-March 2012
                                                                      • Bath and shower products contribute to category growth
                                                                        • Figure 17: Total U.S. retail sales and forecast of soap, bath, and shower products, at current prices, 2006-16
                                                                        • Figure 18: Total U.S. retail sales and forecast of liquid body wash, at current prices, 2006-16
                                                                    • Competitive Context

                                                                      • Body care products add fragrance and skincare benefits
                                                                        • Consumers seeking scent through laundry
                                                                            • Figure 19: Interest in product innovations—Scent extensions—Any interested, May 2012
                                                                          • Experiencing fragrance without wearing it
                                                                            • Figure 20: Interest in product innovations—Scent Extensions—Any interested, May 2012
                                                                        • Segment Performance

                                                                          • Key points
                                                                            • Women’s and men’s segments showing healthy growth
                                                                              • Sales of fragrances, by segment
                                                                                • Figure 21: Sales of fragrances, segmented by type, 2010 and 2012
                                                                            • Segment Performance—Women’s Fragrance

                                                                              • Key points
                                                                                • Women’s fragrance segment healthy and growing
                                                                                  • Sales and forecast of women’s fragrance
                                                                                    • Figure 22: Sales and forecast of women’s fragrance, at current prices, 2007-17
                                                                                • Segment Performance—Men’s Fragrance

                                                                                  • Key points
                                                                                    • Men’s segment strong, but still recovering
                                                                                      • Sales and forecast of men’s fragrance
                                                                                        • Figure 23: Sales and forecast of men’s fragrance, at current prices, 2007-17
                                                                                    • Retail Channels

                                                                                      • Key points
                                                                                        • Growth driven by “other” channels, leads category in sales growth
                                                                                          • Despite stronger commitment to beauty, drug stores lose share
                                                                                            • Sales of fragrances, by channel
                                                                                              • Figure 24: Sales of fragrances, by channel, 2010 and 2012
                                                                                          • Retail Channels—Supermarkets

                                                                                            • Key points
                                                                                              • Supermarket sales continue to decline
                                                                                                • Supermarket sales of fragrances
                                                                                                  • Figure 25: Supermarket sales of fragrances, at current prices, 2007-12
                                                                                              • Retail Channels—Drug Stores

                                                                                                • Key points
                                                                                                  • Despite efforts to improve beauty offerings, drug stores lose share
                                                                                                    • Drug store most popular retailer for men’s fragrance purchases
                                                                                                      • Figure 26: Drug store sales of fragrances, at current prices, 2007-12
                                                                                                  • Retail Channels—Other Retail Channels

                                                                                                    • Key points
                                                                                                      • Strong sales in the “other” segment are driving category growth
                                                                                                        • Women more likely to shop specialty beauty over FDMx channels
                                                                                                          • Other retail channels sales of fragrances
                                                                                                            • Figure 27: Other sales of fragrances, at current prices, 2007-12
                                                                                                        • Leading Companies

                                                                                                          • Key points
                                                                                                            • Category showing growth but sales decline in FDMx
                                                                                                              • Sales gains by Unilever and P&G driven by men’s segment
                                                                                                                • Manufacturer sales of fragrances
                                                                                                                  • Figure 28: FDMx sales of fragrances by leading companies, 2011 and 2012
                                                                                                              • Brand Share—Women’s Fragrance

                                                                                                                • Key points
                                                                                                                  • Women’s fragrance struggles in FDMx
                                                                                                                    • Mass fragrance products showing signs of success
                                                                                                                      • Struggles continue for Coty Beauty in FDMx
                                                                                                                        • Manufacturer sales of women’s fragrances
                                                                                                                          • Figure 29: FDMx sales of women’s fragrances by leading companies, 2011 and 2012
                                                                                                                      • Brand Share—Men’s Fragrance

                                                                                                                        • Key points
                                                                                                                          • Men’s fragrance growth slows though faring better than women’s
                                                                                                                            • Unilever and P&G continue to have success in men’s segment
                                                                                                                              • Traditional cologne brands struggle in FDMx
                                                                                                                                • Manufacturer sales of men’s fragrances
                                                                                                                                  • Figure 30: FDMx sales of men’s fragrances by leading companies, 2011 and 2012
                                                                                                                              • Innovations and Innovators

                                                                                                                                • New product launch trends
                                                                                                                                  • Celebrity fragrances still hot
                                                                                                                                    • Unisex fragrances surge in popularity
                                                                                                                                      • Figure 31: Fragrance product introductions, by subcategory, 2007-12*
                                                                                                                                    • Body sprays
                                                                                                                                      • Product innovations
                                                                                                                                        • Location, location, location
                                                                                                                                          • Take me out to the ballgame
                                                                                                                                            • To the extreme
                                                                                                                                              • Get it while it lasts
                                                                                                                                              • Marketing Strategies

                                                                                                                                                • Overview of the brand landscape
                                                                                                                                                  • Brand analysis: Chanel
                                                                                                                                                    • Figure 33: Brand analysis of Chanel No. 5, 2012
                                                                                                                                                  • Online initiatives
                                                                                                                                                    • TV presence
                                                                                                                                                      • Figure 35: Chanel, television ad, 2012
                                                                                                                                                    • Brand analysis: Selena Gomez
                                                                                                                                                      • Figure 37: Brand analysis of Selena Gomez, 2012
                                                                                                                                                    • Online initiatives
                                                                                                                                                      • Brand analysis: Curve Appeal
                                                                                                                                                          • Figure 40: Brand analysis of Curve Appeal for Women and Men, 2012
                                                                                                                                                        • Online initiatives
                                                                                                                                                          • Print and other
                                                                                                                                                          • Fragrance Usage Overview

                                                                                                                                                            • Key points
                                                                                                                                                              • Highest usage among lower-ticket items
                                                                                                                                                                • Majority of scented products only used occasionally
                                                                                                                                                                  • Figure 42: Fragrance usage, May 2012
                                                                                                                                                                • Fragrance wearers more likely to use all product forms
                                                                                                                                                                  • Figure 43: Fragrance usage, by fragrance usage, May 2012
                                                                                                                                                                • Brand usage
                                                                                                                                                                  • Figure 44: Brands of perfume, cologne, and toilet water used, by gender, January 2011-March 2012
                                                                                                                                                              • Fragrance Usage by Type—Traditional Forms

                                                                                                                                                                • Key points
                                                                                                                                                                  • Highest fragrance usage among men and women aged 18-34
                                                                                                                                                                    • Figure 45: Fragrance usage—traditional forms, by gender and age, May 2012
                                                                                                                                                                • Fragrance Usage by Type—Line Extensions

                                                                                                                                                                  • Key points
                                                                                                                                                                    • Lower-priced scented products lead the way
                                                                                                                                                                      • Figure 46: Fragrance usage—line extensions, by gender and age, May 2012
                                                                                                                                                                    • Aftershave more likely to be worn every day by older men
                                                                                                                                                                      • Figure 47: Aftershave usage, by male and age, May 2012
                                                                                                                                                                    • Old Spice most popular aftershave or cologne brand with men
                                                                                                                                                                      • Figure 48: Brands of aftershave lotion or cologne used, among men, January 2011-March 2012
                                                                                                                                                                  • Trying a New Fragrance

                                                                                                                                                                    • Key points
                                                                                                                                                                      • Smelling is the most frequent method for learning about fragrance
                                                                                                                                                                        • Word of mouth popular with young men
                                                                                                                                                                          • Figure 49: Steps taken before trying a new fragrance—learning about a scent, by gender and age, May 2012
                                                                                                                                                                        • Visiting retailers is the most popular way to try fragrances
                                                                                                                                                                          • Figure 50: Steps taken before trying a new fragrance—trying a scent, by gender and age, May 2012
                                                                                                                                                                      • Purchase Locations

                                                                                                                                                                        • Key points
                                                                                                                                                                          • Drug stores most popular purchase location, but losing ground to other channels
                                                                                                                                                                            • Figure 51: Fragrance purchase locations, May 2012
                                                                                                                                                                          • Specialty retailers most popular with young women; men more likely to shop at department stores
                                                                                                                                                                            • Figure 52: Fragrance purchase locations, by gender and age, May 2012
                                                                                                                                                                        • Attitudes toward Wearing Fragrance

                                                                                                                                                                          • Key points
                                                                                                                                                                            • Nearly half of fragrance wearers like to alternate between scents
                                                                                                                                                                              • Figure 53: Attitudes toward wearing fragrances, by gender and age, May 2012
                                                                                                                                                                          • Fragrance Preferences

                                                                                                                                                                            • Key points
                                                                                                                                                                              • Young women most overwhelmed by fragrance choices
                                                                                                                                                                                • Figure 54: Fragrance preferences, by gender and age, May 2012
                                                                                                                                                                              • Income impacts fragrance preferences
                                                                                                                                                                                • Figure 55: Fragrance preferences, by household income, May 2012
                                                                                                                                                                            • Interest in Product Innovations—Properties

                                                                                                                                                                              • Key points
                                                                                                                                                                                • Added benefit fragrances could generate increased usage occasions
                                                                                                                                                                                  • Figure 56: Interest in product innovations—properties—Any interested, by gender and age, May 2012
                                                                                                                                                                              • Interest in Product Innovations—Forms

                                                                                                                                                                                • Key points
                                                                                                                                                                                  • Innovative product forms provide creative sampling opportunities
                                                                                                                                                                                    • Figure 57: Interest in product innovations—forms—Any interested, by gender and age, May 2012
                                                                                                                                                                                  • Young men express the highest interest in innovative product forms
                                                                                                                                                                                    • Figure 58: Interest in product innovations—forms—Very interested, by male and age, May 2012
                                                                                                                                                                                • Interest in Product Innovations—Scent Extensions

                                                                                                                                                                                  • Key points
                                                                                                                                                                                    • Scent extensions create opportunity for lower-priced, value added items
                                                                                                                                                                                      • Figure 59: Interest in product innovations—scent extensions—Any interested, by gender and age, May 2012
                                                                                                                                                                                  • Attitudes toward Fragrance Packaging

                                                                                                                                                                                    • Key points
                                                                                                                                                                                      • Product refills improve value perception and support conservation
                                                                                                                                                                                        • Packaging and product color can help support benefits
                                                                                                                                                                                          • Figure 60: Attitudes toward fragrance packaging, by gender and age, May 2012
                                                                                                                                                                                      • Scent Preference

                                                                                                                                                                                        • Key points
                                                                                                                                                                                          • Fresh scents most popular with all respondents
                                                                                                                                                                                            • Figure 61: Scent preference, by gender and age, May 2012
                                                                                                                                                                                        • Race and Hispanic Origin

                                                                                                                                                                                          • Key points
                                                                                                                                                                                            • Multicultural consumers highly engaged in the category
                                                                                                                                                                                              • Figure 62: Fragrance usage, by race/Hispanic origin, any wear or every day, May 2012
                                                                                                                                                                                              • Figure 63: Brands of perfume, cologne, and toilet water used, by race/Hispanic origin, January 2011-March 2012
                                                                                                                                                                                            • Black fragrance wearers like to experiment with fragrance
                                                                                                                                                                                              • Figure 64: Attitudes toward wearing fragrances, by race/Hispanic origin, May 2012
                                                                                                                                                                                              • Figure 65: Fragrance preferences, by race/Hispanic origin, May 2012
                                                                                                                                                                                            • Asian and Hispanic fragrance wearers express interest in fragrance product innovations
                                                                                                                                                                                              • Figure 66: Interest in product innovations—Any interested, by race/Hispanic origin, May 2012
                                                                                                                                                                                          • Cluster Analysis

                                                                                                                                                                                              • Figure 67: Target clusters, May 2012
                                                                                                                                                                                            • Cluster 1: Seekers
                                                                                                                                                                                              • Characteristics
                                                                                                                                                                                                • Opportunity
                                                                                                                                                                                                  • Cluster 2: Uninvolved
                                                                                                                                                                                                    • Characteristics
                                                                                                                                                                                                      • Opportunity
                                                                                                                                                                                                        • Cluster 3: Influencers
                                                                                                                                                                                                          • Characteristics
                                                                                                                                                                                                            • Opportunity
                                                                                                                                                                                                              • Cluster characteristic tables
                                                                                                                                                                                                                • Figure 68: Fragrance usage, by target clusters, May 2012
                                                                                                                                                                                                                • Figure 69: Fragrance preferences, by target clusters, May 2012
                                                                                                                                                                                                                • Figure 70: Attitudes toward fragrance packaging, by target clusters, May 2012
                                                                                                                                                                                                                • Figure 71: Interest in product innovations– Any interested, by target clusters, May 2012
                                                                                                                                                                                                                • Figure 72: Steps taken before trying a new fragrance, by target clusters, May 2012
                                                                                                                                                                                                                • Figure 73: Steps taken before trying a new fragrance, by target clusters, May 2012
                                                                                                                                                                                                              • Cluster methodology
                                                                                                                                                                                                              • Custom Consumer Groups—Teens

                                                                                                                                                                                                                • Key points
                                                                                                                                                                                                                  • Aftershave use increases as male teens age
                                                                                                                                                                                                                    • Figure 74: Use of aftershave lotion and cologne, by male and age, October 2010-November 2011
                                                                                                                                                                                                                  • Axe is the most used brand among male teens, though usage drops with age
                                                                                                                                                                                                                    • Figure 75: Use of aftershave lotion or cologne, by male and age, October 2010-November 2011
                                                                                                                                                                                                                  • Cologne and perfume are preferred forms among teens
                                                                                                                                                                                                                    • Figure 76: Use of perfume, cologne, and toilet water, by gender and age, October 2010-November 2011
                                                                                                                                                                                                                  • Bath & Body Works tops the list for female teens
                                                                                                                                                                                                                    • Figure 77: Use of perfume, cologne, and toilet water, by gender and age, October 2010-November 2011
                                                                                                                                                                                                                  • Young female teens most likely to be influenced by celebrities
                                                                                                                                                                                                                    • Figure 78: Attitudes about celebrities, by gender and age, October 2010-November 2011
                                                                                                                                                                                                                    • Figure 79: Celebrity fragrance brand usage, by those who like to buy the same products that celebrities use, October 2010-November 2011
                                                                                                                                                                                                                • Key Household Purchase Measures—SymphonyIRI Group Builders Panel Data

                                                                                                                                                                                                                    • Overview of shaving lotion/men’s fragrances
                                                                                                                                                                                                                      • Consumer insights on key purchase measures
                                                                                                                                                                                                                        • Brand map
                                                                                                                                                                                                                          • Figure 80: Brand map, selected brands of shaving lotion/cologne/talc, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                        • Brand leader characteristics
                                                                                                                                                                                                                          • Key purchase measures
                                                                                                                                                                                                                            • Figure 81: Key purchase measures for the top brands of shaving lotion/cologne/talc, by household penetration, 52 weeks ending June 26, 2011
                                                                                                                                                                                                                        • Appendix—Other Useful Consumer Tables

                                                                                                                                                                                                                          • Fragrance usage
                                                                                                                                                                                                                            • Figure 82: Fragrance usage, by gender, May 2012
                                                                                                                                                                                                                          • Trying a new fragrance
                                                                                                                                                                                                                            • Figure 83: Steps taken before trying a new fragrance, by gender, May 2012
                                                                                                                                                                                                                            • Figure 84: Steps taken before trying a new fragrance, by gender, May 2012
                                                                                                                                                                                                                          • Purchase locations
                                                                                                                                                                                                                            • Figure 85: Fragrance purchase locations, by household income, May 2012
                                                                                                                                                                                                                          • Interest in product innovations
                                                                                                                                                                                                                            • Figure 86: Interest in product innovations, May 2012
                                                                                                                                                                                                                        • Appendix—SymphonyIRI Builders Panel Data Definitions

                                                                                                                                                                                                                            • SymphonyIRI Consumer Network Metrics
                                                                                                                                                                                                                            • Appendix—Trade Associations

                                                                                                                                                                                                                              Companies Covered

                                                                                                                                                                                                                              • Beiersdorf, Inc. (USA)
                                                                                                                                                                                                                              • Burberry (USA)
                                                                                                                                                                                                                              • Chattem, Inc.
                                                                                                                                                                                                                              • Coty Inc
                                                                                                                                                                                                                              • Elizabeth Arden, Inc.
                                                                                                                                                                                                                              • Estée Lauder Companies Inc. (The)
                                                                                                                                                                                                                              • L'Oréal USA
                                                                                                                                                                                                                              • Parfums de Coeur
                                                                                                                                                                                                                              • Procter & Gamble Company (The)
                                                                                                                                                                                                                              • Procter & Gamble USA
                                                                                                                                                                                                                              • Society of Cosmetic Chemists (SCC)
                                                                                                                                                                                                                              • Unilever USA

                                                                                                                                                                                                                              US Fragrance Market Research Report - September 2012

                                                                                                                                                                                                                              £3,199.84 (Excl.Tax)