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- Men's Fragrances - Europe - September 2011
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“Mintel sees much potential in the teen men's fragrance sector as young men (15-19s) are interested in expanding their grooming regimes beyond basic toiletries and are under-represented for fragrance usage. Just as women's fragrances have been expanded with more youthful flankers (eg Chanel Coco Mademoiselle), there is potential to introduce more youthful variants of some classic men's scents.”
– Michelle Strutton, Head of Beauty Research
For the purposes of this report, Men’s fragrances include eau de toilette, eau de parfum, and aftershave/splash-on fragrances.
Introduction
Key points
Definition
Consumer research
Abbreviations
Executive Summary
The market
Figure 1: Value sales of men’s fragrances, France, Germany, Italy, Spain and UK, 2005-15
Spain the largest, but UK the most dynamic
Aftershave an afterthought in terms of value
Figure 2: Sales of men’s fragrances, fragrance vs. aftershave, 2010
Companies, brands and innovation
Strength and weaknesses in brief
Strengths
Weaknesses
The consumer
French the keenest
Figure 3: Frequency of using fragrances/aftershave, by country, 2010
Affluent under-45s form core consumer base
Teenage usage
Expanding men’s usage occasions
Figure 4: Attitudes towards wearing fragrance, European average response, men vs. women, June 2010
Figure 5: Attitudes towards fragrance, European average response, men vs. women, June 2010
European Market Size and Forecast
Key points
Fragrances
Figure 6: Value sales of fragrances, Big 5 by country, 2005-15
Men’s fragrances
Figure 7: Value sales of men’s fragrances, Big 5 by country, 2005-15
Market segmentation
Figure 8: Fragrance vs. aftershave, Big 5, 2010
Companies, Brands and Innovation
Key points
Global region
Figure 9: New product activity in men’s fragrances, % share by global region, Jan 2010-June 2011
European region
Figure 10: New product activity in men’s fragrances, % share by country, Europe, Jan 2010-June 2011
Figure 11: New product activity in men’s fragrances, seasonal and limited edition launches as % of total, Jan 2010-June 2011
France
Market background
Figure 12: New product activity in men’s fragrances, % share by company, France, Jan 2010-June 2011
Spicy wood scents
Smells like teen spirit
Revisiting classics
Germany
Market background
Figure 13: New product activity in men’s fragrances, % share by company, Germany, Jan 2010-June 2011
Natural fragrances
Eye-catching flacons
What women want
Italy
Market background
Figure 14: New product activity in men’s fragrances, % share by company, Italy, Jan 2010-June 2011
Botanical ingredients
Aroma inspiration
For a limited time only
Citrus & spice
Spain
Market background
Figure 15: New product activity in men’s fragrances, % share by company, Spain, Jan 2010-June 2011
Famous names
Gifted
Fragrances for the youngest of gents
UK
Market background
Figure 16: New product activity in men’s fragrances, % share by company, UK, Jan 2010-June 2011
The essence of masculinity
Celebrity endorsement
Ethical eaux
The Consumer – Men’s Use of Fragrance
Key points
France
Figure 17: Frequency of using aftershave/male fragrances, France, 2010
Figure 18: Type of aftershave/male fragrances used most, France, 2010
Germany
Figure 19: Frequency of using aftershave/male fragrances, Germany, 2010
Figure 20: Trends in types of aftershave/male fragrances used most, Germany, 2006-10
GB
Figure 21: Trends in frequency of using aftershave/male fragrances, GB, 2006-10
Figure 22: Trends in types of aftershave/male fragrances used most, GB, 2006-10
Spain
Figure 23: Trends in frequency of using perfumes and aftershave lotions, Spain, 2006-10
Figure 24: Trends in frequency of using aftershave products, Spain, 2006-10
The Consumer – Lifestyle Statements
Key points
France
Figure 25: Trends in attitudes towards personal care, France, 2006-10
Germany
Figure 26: Trends in attitudes towards personal care, Germany, 2006-10
GB
Figure 27: Trends in attitudes towards personal care, GB, 2006-10
Spain
Figure 28: Trends in attitudes towards personal care, Spain, 2006-10
Appendix – Use of Fragrance by Demographics
Figure 29: Frequency of using after shave/male fragrances, by demographics, GB, 2010
Figure 30: Frequency of using after shave/male fragrances, by demographics, France, 2010
Figure 31: Frequency of using after shave/male fragrances, by demographics, Germany, 2010
Figure 32: Frequency of using after shave products, by demographics, Spain, 2010
Figure 33: Frequency of using perfumes and after-shave lotions, by demographics, Spain, 2010
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