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

Men's Fragrances - Europe - December 2010

The men's fragrance market in Europe has experienced an extreme few years. Fragrance creation has been pushed into new directions. This is in part due to the recession, which as it continues to dampen sales, has left an imprint that is continuing to prompt fragrance companies to rethink launches and make changes to the positioning of NPD.

The second factor has been the launch of some highly influential men's fragrances, which have been largely responsible for the change in creative direction towards woody, spicy scents. This has been a major change for a market that has, since the mid-1960s been dominated by fougère accords.

The effect on the ‘Big 5’ markets has been varied. Spain has been the worst affected, losing 14.2% in value in 2009, while the UK retained its strength, growing 4.4% in the same year.

Naturally, consumer behaviour has altered, with men, who generally consider fragrance as a more expensive purchase than women, exhibiting more of a bargain-hunting attitude, while also demanding products that give them more for their money.

Men's fragrance has entered an exciting new era because the codes in perfumery are evolving. Brands are daring more, bringing more fantasy back into fragrances and this appears to be speaking to consumers. As countries recover from the recession, scents, their packaging and the fragrance concept will be expected to offer more in terms of originality, quality and in their ability to thrill.

European FMCG reports - now new and improved!

In response to increased demand and client feedback, Mintel European FMCG reports now cover more market sectors on a Pan-European scale and are enhanced with even more consumer and market analysis. In 2010, we will publish more than 60 reports across five key FMCG categories, providing insight into the major European markets including the UK, Germany, France, Italy and Spain.

All you need to know about your market

Each title explores a specific sector on a Pan-European scale and helps you stay on top of market sizes, shares and forecasts, consumer trends, brand news and product innovation.

How we do it

Using Mintel’s Global New Products Database (GNPD), the reports look at new product development trends and launches in Europe including country, product and claim comparison. In addition, the new reports provide market size and share information,allowing cross-market analysis and forecasts. Consumer research has been enhanced with TGI Europe and Toluna data.

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. Issues in the Market

      • Key themes
        • Definition
        • Market in Brief

          • Mixed fortunes and saving graces
            • Spotlight on Germany
              • NPD reacts to recession
                • Men seek quality at bargain prices
                  • Excitement revives the market
                    • Power-trip perfumes
                      • Coty leads the market in Europe
                        • 1 Million helps Puig reach €1 billion
                          • Men use scent often, and stick to favourites
                            • The young respond to style and image, fitness appeals to older men
                              • Men turned off by celebrity scents
                                • Future opportunities
                                • European Market Size and Forecast

                                  • Key points
                                    • Recession takes its toll
                                      • Figure 1: Retail value sales of men’s fragrances, by country, 2005-14
                                    • Per capita spend is still highest in Spain
                                      • Figure 2: Men’s fragrance spend per capita, by country, 2005-09
                                    • The post-recession consumer
                                    • Market Segmentation

                                      • Key points
                                        • France
                                          • Figure 3: Value sales of men’s fragrances, by sector, France, 2009
                                        • Germany
                                          • Figure 4: Value sales of men’s fragrances, by sector, Germany, 2009
                                        • Italy
                                          • Figure 5: Value sales of men’s fragrances, by sector, Italy, 2009
                                        • Spain
                                          • Figure 6: Value sales of men’s fragrances, by sector, Spain, 2009
                                        • UK
                                          • Figure 7: Value sales of men’s fragrances, by sector, UK, 2009
                                      • Companies and Product Innovation

                                        • Key points
                                            • Figure 8: New product launches in men’s fragrances, % by region, 2009
                                            • Figure 9: New product launches in men’s fragrances, % by top ten European countries, 2009
                                          • A natural progression
                                            • Figure 10: New product launches in men’s fragrances, % by claim, by the ‘Big 5’ European countries, 2009
                                          • Responsible packaging
                                            • Portable options
                                              • Compositions show variety
                                                • A change in creative direction
                                                  • A break with tradition
                                                    • Personality and power
                                                      • The role of niche brands
                                                        • I'm a celebrity scent – get me out of here
                                                          • France
                                                              • Figure 11: New product launches in men’s fragrances, % by claim, France, 2008-10
                                                              • Figure 12: New product launches in men’s fragrances, % by positioning, France, 2006-10
                                                            • Most innovative products
                                                              • Germany
                                                                • Figure 13: New product launches in men’s fragrances, % by claim, Germany, 2008-10
                                                              • Most innovative products
                                                                • Italy
                                                                    • Figure 14: New product launches in men’s fragrances, % by claim, Italy, 2008-10
                                                                  • Most innovative products
                                                                    • Spain
                                                                      • Figure 15: New product launches in men’s fragrances, % by claim, Spain, 2008-10
                                                                    • Most innovative products
                                                                      • UK
                                                                          • Figure 16: New product launches in men’s fragrances, % by claim, UK, 2008-10
                                                                          • Figure 17: New product launches in men’s fragrances, % by market positioning, UK, 2006-10
                                                                        • Most innovative products
                                                                        • The Consumer – Use of Men’s Fragrances

                                                                          • Key points
                                                                            • Recession prompts decline in heavy fragrance use
                                                                              • France
                                                                                • Aftershave use declines in France
                                                                                  • Figure 18: Usage of aftershave/male fragrances, France, 2009
                                                                                  • Figure 19: Trends in usage of eau de toilette and aftershave, by type, France, 2005-09
                                                                                  • Figure 20: Frequency of using aftershave/male fragrances, France, 2009
                                                                                  • Figure 21: Trends in frequency of using eau de toilette and aftershave, France, 2005-08
                                                                                • Germany
                                                                                  • German men lead fragrance use
                                                                                    • Figure 22: Trends in usage of aftershave/male fragrances, Germany, 2005-09
                                                                                    • Figure 23: Trends in types of aftershave/male fragrances used, Germany, 2005-09
                                                                                    • Figure 24: Trends in frequency of using aftershave/male fragrances, Germany, 2005-09
                                                                                  • Spain
                                                                                    • Penetration remains high in Spain
                                                                                      • Figure 25: Trends in usage of perfumes and aftershave lotions, Spain, 2005-09
                                                                                      • Figure 26: Trends in usage of aftershave products, Spain, 2005-09
                                                                                      • Figure 27: Trends in frequency of using aftershave products, Spain, 2005-09
                                                                                      • Figure 28: Trends in frequency of using perfumes and aftershave lotions, Spain, 2005-09
                                                                                      • Figure 29: Trends in spend per bottle on perfumes and aftershave lotions, Spain, 2005-09
                                                                                      • Figure 30: Trends in total amount spent on fragrance/aftershave in the last 12 months, Spain, 2005-09
                                                                                    • GB
                                                                                      • A third of GB men shun fragrance
                                                                                        • Figure 31: Trends in usage of aftershave/male fragrances, GB, 2005-09
                                                                                        • Figure 32: Trends in types of aftershave/male fragrances used, GB, 2005-09
                                                                                        • Figure 33: Trends in frequency of using aftershave/male fragrances, GB, 2005-09
                                                                                    • Consumer – Attitudes Towards Appearance and Products

                                                                                      • Key points
                                                                                        • France
                                                                                          • Figure 34: Agreement with selected lifestyle statements, France, 2009
                                                                                        • Germany
                                                                                          • Figure 35: Trends in agreement with selected lifestyle statements, Germany, 2005-09
                                                                                        • Spain
                                                                                          • Figure 36: Trends in agreement with selected lifestyle statements, Spain, 2005-09
                                                                                        • GB
                                                                                          • Figure 37: Trends in agreement with selected lifestyle statements, GB, 2005-09
                                                                                        • Quality and value drives purchases
                                                                                        • Consumer – Fragrance Ownership

                                                                                          • Key points
                                                                                            • France spurns variety
                                                                                              • Figure 38: Quantity of men’s fragrances owned, France, June 2010
                                                                                            • Germany driven by younger men
                                                                                              • Figure 39: Quantity of men’s fragrances owned, Germany, June 2010
                                                                                            • Italy has a low volume profile
                                                                                              • Figure 40: Quantity of men’s fragrances owned, Italy, June 2010
                                                                                            • Spain spends more but owns less
                                                                                              • Figure 41: Quantity of men’s fragrances owned, Spain, June 2010
                                                                                            • The UK is no country for old men – for fragrance
                                                                                              • Figure 42: Quantity of men’s fragrances owned, UK, June 2010
                                                                                          • Consumer – Purchasing Occasions and Reasons to Wear Fragrance

                                                                                            • Key points
                                                                                              • Purchasing occasions
                                                                                                • France – Happy to self-purchase
                                                                                                  • Figure 43: Purchasing occasions for men’s fragrances, France, June 2010
                                                                                                • Germany – Young and enthusiastic buyers
                                                                                                  • Figure 44: Purchasing occasions for men’s fragrances, Germany, June 2010
                                                                                                • Italy – Holidays prompt purchases
                                                                                                  • Figure 45: Purchasing occasions for men’s fragrances, Italy, June 2010
                                                                                                • Spain – Scents of occasion
                                                                                                  • Figure 46: Purchasing occasions for men’s fragrances, Spain, June 2010
                                                                                                • UK – Gifting is big business
                                                                                                  • Figure 47: Purchasing occasions for men’s fragrances, UK, June 2010
                                                                                                • Reasons for wearing fragrance
                                                                                                  • Figure 48: Top reasons for wearing men's fragrance, by country, June 2010
                                                                                                • Partners influence fragrance choice
                                                                                                • Where Men Buy Fragrance and Attitudes Towards Purchase

                                                                                                  • Key points
                                                                                                    • Where fragrance is bought
                                                                                                      • Figure 49: Men’s preferred retail channel for buying fragrance and cosmetics, by country, June 2010
                                                                                                    • Perfumeries rule
                                                                                                      • Supermarkets popular with men
                                                                                                        • Online attraction/desktop destinations
                                                                                                          • Attitudes towards choosing fragrances
                                                                                                            • Figure 50: Attitudes towards choosing men's fragrance, by country, June 2010
                                                                                                          • Loyal to brands
                                                                                                          • Appendix – Market Size and Forecast

                                                                                                              • Figure 51: Retail value sales of men’s fragrances, by country, 2005-14
                                                                                                          • Appendix – Usage and Frequency

                                                                                                              • Figure 52: Frequency of using aftershave/male fragrances, by detailed demographics, France, 2009
                                                                                                              • Figure 53: Frequency of using aftershave/male fragrances, by detailed demographics, Germany, 2009
                                                                                                              • Figure 54: Frequency of using aftershave/male fragrances, by detailed demographics, GB, 2009
                                                                                                              • Figure 55: Frequency of use of aftershave products, by demographics, Spain, 2009
                                                                                                              • Figure 56: Frequency of using perfumes and aftershave lotions, by detailed demographics, Spain, 2009
                                                                                                          • Appendix – Attitudes Towards Appearance and Products

                                                                                                              • Figure 57: Agreement with selected lifestyle statements, by demographics, France, 2009
                                                                                                              • Figure 58: Agreement with selected lifestyle statements, by demographics, France, 2009
                                                                                                              • Figure 59: Agreement with selected lifestyle statements, by demographics, France, 2009
                                                                                                              • Figure 60: Agreement with selected lifestyle statements, by demographics, France, 2009
                                                                                                              • Figure 61: Agreement with selected lifestyle statements, by demographics, Germany, 2009
                                                                                                              • Figure 62: Agreement with selected lifestyle statements by demographics, Germany, 2009
                                                                                                              • Figure 63: Agreement with selected lifestyle statements, by demographics, Germany, 2009
                                                                                                              • Figure 64: Agreement with selected lifestyle statements,by demographics, Germany, 2009
                                                                                                              • Figure 65: Agreement with selected lifestyle statements, by demographics, GB, 2009
                                                                                                              • Figure 66: Agreement with selected lifestyle statements, by demographics, GB, 2009
                                                                                                              • Figure 67: Agreement with selected lifestyle statements, by demographics, GB, 2009
                                                                                                              • Figure 68: Agreement with selected lifestyle statements, by demographics, GB, 2009
                                                                                                              • Figure 69: Agreement with selected lifestyle statements, by demographics, Spain, 2009
                                                                                                              • Figure 70: Agreement with selected lifestyle statements, by demographics, Spain, 2009
                                                                                                              • Figure 71: Agreement with selected lifestyle statements, by demographics, Spain, 2009

                                                                                                          Companies Covered

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

                                                                                                          Men's Fragrances - Europe - December 2010

                                                                                                          £1,877.00 (Excl.Tax)