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Men's Fragrances - UK - September 2010

This report examines the UK market for men's fragrances including pre-shaves, aftershave lotions, balms, conditioners and gels, eaux de toilette and eaux de parfum products and colognes.

  • Almost a third of men think fragrance is expensive for what it is and the economic downturn has cultivated a heightened bargain-hunting mentality. Low prices are an important factor in fragrance purchase for many men.
  • Young men aged 25-34 represent the biggest opportunity to the fragrance market: almost eight in ten men this age use fragrance, while they are also twice as likely as men aged 35-44 to spend a lot of money on toiletries and cosmetics. They also own more fragrances; 22% own four or more bottles.
  • Three in ten men use no fragrance at all and while the majority are over-65s, there are many non-users among younger ages.
  • The niche-luxury sector may be smaller in the men's market than the women's but it is exerting a creative influence on the wider men's fragrance market. Men aged 35-44 would be well targeted by such brands as they are the least likely to find fragrance expensive, as well as most likely to use fragrance to express their personality, with 15% doing so.
  • The internet is changing the way men shop for fragrance. Almost one in five men have bought fragrance online. This rises to 23% of men aged 35-44. Buying fragrance online also appeals more to men that to women, with only 13% of women buying over the internet.
  • An average of three in ten men buy fragrance for themselves, with this figure rising to over four in ten of the 25-34s. Professional men and Londoners are most likely to self-purchase.

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Table of contents

  1. Issues in the Market

      • Key themes
        • Definition
          • Bodysprays
            • Retailer definition
            • Future Opportunities

                • Talk it up
                  • Bringing the perfumer into the spotlight
                  • Market in Brief

                    • Recession spurs frugal attitude towards scent use
                      • Industry adopts prudent measures
                        • Excitement is driving the market
                          • Online impact
                            • Younger men are buying for themselves
                            • Internal Market Environment

                              • Key points
                                • Attitudes of fragrance wearers
                                  • Figure 1: Trends in attitudes towards personal appearance, 2005-09
                                • Sex appeal drives scent use
                                  • Scents of confidence through recession
                                    • Men cut down rather than cut out scent in tough times
                                      • Positive outlook for 15-24s
                                        • Men’s media
                                          • Figure 2: UK indexed sales of men’s magazines, by volume and value, 2005-10
                                          • Figure 3: UK segmentation of men’s magazines, % by value sales, 2009
                                        • Online and educated
                                        • Broader Market Environment

                                          • Key points
                                            • Demographic trends
                                              • Figure 4: Trends in the age structure of the UK male population, 2005-15
                                            • The future smells good for 25-34s
                                              • Scented silver shoppers
                                                • Marital status and effects on purchasing
                                                  • Figure 5: Marital status of men in the UK, by age, 2009
                                                • The impact of employment
                                                  • Figure 6: Employment and unemployment among men, 2005-15
                                                • Recession hits men hardest
                                                  • Price but also ‘value’ are key purchase triggers
                                                  • Strengths and Weaknesses

                                                    • Strengths
                                                      • Weaknesses
                                                      • Who’s Innovating?

                                                        • Key points
                                                          • Innovation by sector
                                                            • Figure 7: New launch activity in men’s fragrances within the context of innovation in the men’s grooming sector, 2005-10
                                                            • Figure 8: New launch activity in men’s fragrances within the context of innovation in fragrances, 2005-10 
                                                          • Quality over quantity
                                                            • The creative impact of Armani Code and Paco Rabanne 1 Million
                                                              • Innovation by company
                                                                • Figure 9: Leading men’s fragrance companies, by launch activity, top ten*, 2005-10
                                                              • Niche gets a grip
                                                                • Celebrity scents less popular with men
                                                                  • Product claims
                                                                    • Figure 10: Leading positioning of new launches within men’s fragrances, January-April 2010
                                                                  • Packaging innovation
                                                                    • Once upon a perfumer
                                                                    • Competitive Context

                                                                      • Key points
                                                                        • Market value in context
                                                                          • Figure 11: UK retail value sales of men’s fragrances, men’s grooming products and women’s fragrances, 2005-09
                                                                        • Mixing masculine and feminine elements
                                                                        • Market Size and Forecast

                                                                          • Key points
                                                                            • Growth slows as recession grips
                                                                              • Figure 12: UK value sales of men’s fragrances, at current and constant prices, 2005-15
                                                                            • The Lynx effect
                                                                              • Looking to the future
                                                                              • Segment Performance

                                                                                • Key points
                                                                                  • Mass streamlines
                                                                                    • Figure 13: UK retail value sales of men’s fragrances, by sector, 2005-10
                                                                                  • Premium strengthens
                                                                                    • Coffrets fall out of favour
                                                                                    • Market Share

                                                                                      • Key points
                                                                                        • Figure 14: Manufacturers/distributors’ shares in men’s fragrances, 2008-10
                                                                                      • Puig's gold standard
                                                                                        • Unilever flies Dove while Lynx falls
                                                                                        • Companies and Products

                                                                                          • Major players
                                                                                            • Chanel
                                                                                              • Coty
                                                                                                  • Figure 15: Coty men’s fragrances – new products, May 2009-April 2010
                                                                                                • Estée Lauder Companies
                                                                                                    • Figure 16: Estée Lauder men’s fragrances – new products, May 2009-April 2010
                                                                                                  • Kenneth Green Associates
                                                                                                      • Figure 17: KGA men’s fragrances – new products, May 2009-April 2010
                                                                                                    • L’Oréal
                                                                                                        • Figure 18: L’Oréal men’s fragrances – new products, May 2009-April 2010
                                                                                                      • LVMH
                                                                                                        • Procter & Gamble
                                                                                                            • Figure 19: P&G men’s fragrances – new products, May 2009-April 2010
                                                                                                        • Brand Elements

                                                                                                          • Key points
                                                                                                            • Brand map
                                                                                                                • Figure 20: Attitudes towards and usage of men’s fragrance brands, July 2010
                                                                                                              • Brand qualities of men’s fragrance brands
                                                                                                                • Style and cool biggest men’s considerations
                                                                                                                  • Figure 21: Personalities of various men’s fragrance brands, July 2010
                                                                                                                • Experience of men’s fragrance brands
                                                                                                                  • Everyday brands most widely used
                                                                                                                    • Figure 22: Consumer usage of various men’s fragrance brands, June 2010
                                                                                                                  • Brand consideration for men’s fragrance brands
                                                                                                                    • Upmarket brands most considered
                                                                                                                      • Figure 23: Consideration of various men’s fragrance brands, July 2010
                                                                                                                    • Brand satisfaction for men’s fragrance brands
                                                                                                                      • cK one has highest satisfaction, L’eau D’Issey has draw
                                                                                                                        • Figure 24: Satisfaction with various men’s fragrance brands, July 2010
                                                                                                                      • Brand commitment to men’s fragrance brands
                                                                                                                        • Calvin Klein has highest commitment
                                                                                                                          • Figure 25: Commitment to various men’s fragrance brands, July 2010
                                                                                                                        • Brand intentions for men’s fragrance brands
                                                                                                                          • Code and cK one have highest retention
                                                                                                                            • Figure 26: Future usage intentions for various men’s fragrance brands, July 2010
                                                                                                                          • Brand recommendation for men’s fragrance brands
                                                                                                                            • Designer brands overall less recommended
                                                                                                                              • Figure 27: Recommendation of various men’s fragrance brands, July 2010
                                                                                                                            • Armani Code
                                                                                                                              • What the consumer thinks
                                                                                                                                • Figure 28: Attitudes towards the Armani Code brand, July 2010
                                                                                                                              • Allure Homme Sport
                                                                                                                                • What the consumer thinks
                                                                                                                                  • Figure 29: Attitudes towards the Allure Homme Sport brand, July 2010
                                                                                                                                • Jean Paul Gaultier Le Male
                                                                                                                                  • What the consumer thinks
                                                                                                                                    • Figure 30: Attitudes towards the Jean Paul Gaultier Le Male brand, July 2010
                                                                                                                                  • Paco Rabanne 1 Million
                                                                                                                                    • What the consumer thinks
                                                                                                                                      • Figure 31: Attitudes towards the Paco Rabanne 1 Million brand, July 2010
                                                                                                                                    • Calvin Klein cK one
                                                                                                                                      • What the consumer thinks
                                                                                                                                        • Figure 32: Attitudes towards the Calvin Klein cK one brand, July 2010
                                                                                                                                    • Brand Communication and Promotion

                                                                                                                                      • Key points
                                                                                                                                        • Topline spend
                                                                                                                                          • Figure 33: Above-the-line advertising expenditure on men’s fragrances, 2006-10
                                                                                                                                        • Mass vs premium
                                                                                                                                          • Figure 34: Adspend on mass and premium men’s fragrances, 2006-10
                                                                                                                                        • The leading advertisers
                                                                                                                                          • Figure 35: Main monitored advertising expenditure on men’s fragrances – companies spending £4 million or more during 2006-10
                                                                                                                                        • Digital marketing campaigns
                                                                                                                                          • Old Spice viral video campaign
                                                                                                                                            • Sampling for the future
                                                                                                                                              • Refreshing Gift with Purchase
                                                                                                                                              • Channels to Market

                                                                                                                                                • Key points
                                                                                                                                                  • Figure 36: Retail distribution of men’s fragrances, 2008-10
                                                                                                                                                • Boots goes the extra mile
                                                                                                                                                  • A nose for a bargain
                                                                                                                                                    • The Perfume Shop
                                                                                                                                                      • The Fragrance Shop
                                                                                                                                                        • Recession kills off Passion...
                                                                                                                                                          • ...but doesn't stop the Next
                                                                                                                                                            • Tesco sprays the way ahead for groceries
                                                                                                                                                              • Department stores
                                                                                                                                                                • Online innovations
                                                                                                                                                                • The Consumer – Usage and Frequency

                                                                                                                                                                  • Key points
                                                                                                                                                                      • Figure 37: Trends in penetration and frequency of using aftershave/male fragrance, 2005-09
                                                                                                                                                                    • Youth holds the key
                                                                                                                                                                      • Figure 38: Most valuable consumers for volume sales of fragrances*, by age, socio-economic group and working status, 2009
                                                                                                                                                                    • Change in attitude for men over 35
                                                                                                                                                                      • Wearing occasions
                                                                                                                                                                        • Figure 39: Attitudes towards wearing fragrance, March 2010
                                                                                                                                                                        • Figure 40: Wear different fragrances and never leave home without fragrance, by age, March 2010
                                                                                                                                                                    • Fragrance Ownership

                                                                                                                                                                      • Key points
                                                                                                                                                                          • Figure 41: Number of bottles of fragrance owned amongst men, March 2010
                                                                                                                                                                        • Netting fragrance users
                                                                                                                                                                          • Midlife and scent-less
                                                                                                                                                                            • Frequency of use by fragrances owned
                                                                                                                                                                              • Figure 42: Frequency of using fragrances owned amongst men, March 2010
                                                                                                                                                                              • Figure 43: Frequency of using fragrances owned amongst men, by repertoire, March 2010
                                                                                                                                                                            • Routine measures
                                                                                                                                                                            • Purchase Occasions and Place of Purchase

                                                                                                                                                                              • Key points
                                                                                                                                                                                  • Figure 44: Purchasing of men’s fragrances, March 2010
                                                                                                                                                                                • Scots are top gifters
                                                                                                                                                                                  • Men who please themselves
                                                                                                                                                                                      • Figure 45: Key purchasing occasions for men’s fragrances, March 2010
                                                                                                                                                                                    • Gift buying and the internet
                                                                                                                                                                                      • Place of purchase
                                                                                                                                                                                        • Figure 46: Shops used to buy fragrance, March 2010
                                                                                                                                                                                      • Internet overtakes department stores
                                                                                                                                                                                        • Figure 47: Buying fragrance from high street chemist, department stores and online, by age, March 2010
                                                                                                                                                                                    • The Consumer – Attitudes towards Fragrances

                                                                                                                                                                                      • Key points
                                                                                                                                                                                          • Figure 48: Attitudes towards fragrances, March 2010
                                                                                                                                                                                        • The price is right
                                                                                                                                                                                          • Who buys celebrity scents?
                                                                                                                                                                                          • Target Groups

                                                                                                                                                                                            • Key points
                                                                                                                                                                                              • Figure 49: Marketing targets for men’s fragrances, March 2010
                                                                                                                                                                                            • Experimenters (32%)
                                                                                                                                                                                              • Cautious Enthusiasts (25%)
                                                                                                                                                                                                • Reluctants (43%)
                                                                                                                                                                                                • Appendix – Internal Market Environment

                                                                                                                                                                                                    • Figure 50: Trends in attitudes towards personal appearance, by use of fragrance, 2005-09
                                                                                                                                                                                                  • Sex appeal drives scent use
                                                                                                                                                                                                    • Figure 51: Attitudes towards personal appearance, by use of fragrance, by demographics, 2009
                                                                                                                                                                                                    • Figure 52: Attitudes towards personal appearance, by use of fragrance, by demographics, 2009
                                                                                                                                                                                                    • Figure 53: Attitudes towards personal appearance, by use of fragrance, by demographics, 2009
                                                                                                                                                                                                    • Figure 54: Attitudes towards personal appearance, by use of fragrance, by demographics, 2009
                                                                                                                                                                                                    • Figure 55: Attitudes towards personal appearance, by use of fragrance, by demographics, 2009
                                                                                                                                                                                                    • Figure 56: Attitudes towards personal appearance, by use of fragrance, by demographics, 2009
                                                                                                                                                                                                • Appendix – Usage and Frequency

                                                                                                                                                                                                    • Figure 57: Penetration and frequency of using aftershave/male fragrance, by demographics, 2009
                                                                                                                                                                                                  • Wearing occasions
                                                                                                                                                                                                    • Figure 58: Most popular occasions on which to wear fragrances, by demographics, March 2010
                                                                                                                                                                                                    • Figure 59: Next most popular occasions on which to wear fragrances, by demographics, March 2010
                                                                                                                                                                                                • Appendix – Fragrance Ownership

                                                                                                                                                                                                    • Figure 60: Number of bottles of fragrance owned amongst men, by demographics, March 2010
                                                                                                                                                                                                • Appendix – Frequency of Use Amongst Fragrances Owned

                                                                                                                                                                                                    • Figure 61: Purchasing of men’s fragrances, by demographics, March 2010
                                                                                                                                                                                                • Appendix – Place of Purchase

                                                                                                                                                                                                    • Figure 62: Shops used to buy fragrance, by demographics, March 2010
                                                                                                                                                                                                • Appendix – Attitudes towards Fragrances

                                                                                                                                                                                                    • Figure 63: Most popular attitudes towards fragrances, by demographics, March 2010
                                                                                                                                                                                                    • Figure 64: Next most popular attitudes towards fragrances, by demographics, March 2010
                                                                                                                                                                                                • Appendix – Target Groups

                                                                                                                                                                                                    • Figure 65: Target groups, by demographics, March 2010
                                                                                                                                                                                                    • Figure 66: Attitudes towards fragrances, by target groups, March 2010
                                                                                                                                                                                                    • Figure 67: Occasions on which to wear fragrances, by target groups, March 2010
                                                                                                                                                                                                    • Figure 68: Number of bottles of fragrance owned amongst men, by target groups, March 2010
                                                                                                                                                                                                    • Figure 69: Frequency of use of fragrances owned amongst men, by target groups, March 2010
                                                                                                                                                                                                    • Figure 70: Shops used to buy fragrance, by target groups, March 2010

                                                                                                                                                                                                Companies Covered

                                                                                                                                                                                                • Aldi Stores Ltd (UK & Ireland)
                                                                                                                                                                                                • Alliance Boots
                                                                                                                                                                                                • Asda Group Ltd
                                                                                                                                                                                                • Bank of England
                                                                                                                                                                                                • British Sky Broadcasting Group plc (BSkyB)
                                                                                                                                                                                                • Calvin Klein, Inc.
                                                                                                                                                                                                • Chanel Ltd (UK)
                                                                                                                                                                                                • Christian Dior
                                                                                                                                                                                                • Co-operative Group
                                                                                                                                                                                                • Debenhams Total (GTV)
                                                                                                                                                                                                • Dolce & Gabbana
                                                                                                                                                                                                • Estée Lauder Companies Inc. (The)
                                                                                                                                                                                                • Facebook, Inc.
                                                                                                                                                                                                • Gillette UK Ltd
                                                                                                                                                                                                • Giorgio Armani S.p.A.
                                                                                                                                                                                                • Government Actuary's Department (GAD)
                                                                                                                                                                                                • Gucci Group N.V.
                                                                                                                                                                                                • Guy Laroche
                                                                                                                                                                                                • House of Fraser Plc
                                                                                                                                                                                                • Hugo Boss
                                                                                                                                                                                                • Issey Miyake London Ltd
                                                                                                                                                                                                • J. Sainsbury
                                                                                                                                                                                                • Kantar Media
                                                                                                                                                                                                • Kenneth Green Associates
                                                                                                                                                                                                • L'Oréal (UK)
                                                                                                                                                                                                • Lacoste
                                                                                                                                                                                                • Lancôme
                                                                                                                                                                                                • Lidl (UK)
                                                                                                                                                                                                • LVMH Moët Hennessy Louis Vuitton SA
                                                                                                                                                                                                • Marks & Spencer
                                                                                                                                                                                                • Oriflame Cosmetics (UK & Ireland)
                                                                                                                                                                                                • Penhaligon's Ltd
                                                                                                                                                                                                • Pierre Cardin Haute Couture
                                                                                                                                                                                                • Procter & Gamble UK & Ireland
                                                                                                                                                                                                • Ralph Lauren Ltd
                                                                                                                                                                                                • Roberto Cavalli
                                                                                                                                                                                                • Selfridges Retail Ltd
                                                                                                                                                                                                • Superdrug Stores Plc
                                                                                                                                                                                                • T-Mobile (UK) Ltd
                                                                                                                                                                                                • Ted Baker
                                                                                                                                                                                                • Tesco Plc
                                                                                                                                                                                                • The Body Shop - Retail Sales
                                                                                                                                                                                                • The Fragrance Shop
                                                                                                                                                                                                • Tommy Hilfiger Corporation
                                                                                                                                                                                                • Twitter, Inc.
                                                                                                                                                                                                • Virgin Media Ltd
                                                                                                                                                                                                • Virgin Mobile
                                                                                                                                                                                                • Vodafone Group Plc (UK)
                                                                                                                                                                                                • Waitrose
                                                                                                                                                                                                • Wm Morrison Supermarkets
                                                                                                                                                                                                • YouTube, Inc.
                                                                                                                                                                                                • Yves Saint Laurent

                                                                                                                                                                                                Men's Fragrances - UK - September 2010

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