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Perfume and Fragrances - China - July 2012

“Prior to the 1980s, it was very uncommon to see any ownership or usage of fragrance in China and it was only in the early 1990s that fragrance started to become commonly owned and used. Over the last 20 years, the Chinese fragrance market has risen from practically nothing to a sizeable, though still underdeveloped category. US and UK, per capita spending on fragrance is estimated at US$10 and US$33 respectively, while per capita spend in China is only around US$0.5 (Mintel, 2011). Applying fragrance is still not considered to be a necessity for Chinese consumers, however it is slowly being integrated into the grooming routine. "

– Lui Meng Chow – Research Analyst

Some questions answered in this report include:
  • How consumers transition from traditional fragrance to western fragrance application? How important is personal image and will cultural perceptions convert consumers to using western brands and products?
  • How have the different brands positioned themselves in this fragmented market? What are the opportunities and obstacles in the brand strategies and activities currently used by the fragrance companies in targeting the Chinese?
  • How has fragrance distribution been developed and has this helped to open up more market opportunities?
  • Do consumer’s lifestyles affect their perceptions of scents and how can packaging innovation be adapted to attract greater consumer interest?
 
Report Introduction:

Prior to the 1980s, it was very uncommon to see any ownership or usage of fragrance in China and it was only in the early 1990s that fragrance started to become commonly owned and used. Over the last 20 years, the Chinese fragrance market has risen from practically nothing to a sizeable, though still underdeveloped category. In the US and UK, per capita spending on fragrance is estimated at US$10 and US$33 respectively, while per capita spend in China is only around US$0.5 (Mintel, 2011). Applying fragrance is still not considered to be a necessity for Chinese consumers, however it is slowly being integrated into the grooming routine.

The recent trend of Chinese consumers travelling overseas has exposed them to more global luxury brands and products. The majority of Chinese consumers purchase luxury items during their travelling due to the cheaper pricing of these products abroad, when compared to prices in China, owing to the high taxes imposed. Outbound Chinese tourists have increased by up to 70 million in 2011, 1.2 times the number of US outbound tourists and 3.5 times the number of Japanese outbound tourists (China National Tourism Administration, 2012). According to Global Blue (a global tax-free shopping company), Chinese outbound tourists were the top spenders on tax-free shopping in 2011 and 2010.

China’s luxury market, in which fragrance occupies a considerable share, has been expanding rapidly compared to the global luxury market. According to The Wall Street Journal, China had surpassed the US in 2009, and has been the world’s second largest consumer market for luxury goods, following Japan. Chinese consumers are willing to spend on luxury brands and products despite the global economic recession, because they are seen to enhance social status.

The fragrance culture in China is still relatively immature, and if exploited appropriately, by placing an emphasis on consumers’ experiences of fragrance cultures and scent exploration, fragrance spending will have tremendous room to grow.

 


 

Liqueurs - UK - January 2012

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Table of contents

  1. Introduction

      • Definition
        • Consumer research
          • Report structure
            • Abbreviations and terms
            • Executive Summary

              • The market
                  • Figure 1: China value sales of fragrance, by mass and prestige fragrance, 2008-11
                • The forecast
                  • Figure 2: Forecast – value sales of perfume and fragrances in China, 2007-17
                • The leading companies
                  • Figure 3: Total fragrance market value share, 2008-11
                • Domestic industry lacks sophisticated fragrance technology
                  • Issues in the market
                    • Changing lifestyles breed fragrance culture
                      • Figure 4: Attitudes towards perfume & fragrance products, April 2012
                    • Brand activities to build fragrance engagement with consumers
                      • Figure 5: Repertoire of brands of perfumes & fragrances bought, by monthly personal income, April 2012
                    • Development of distribution channels opens up market
                      • Figure 6: Location that perfumes & fragrances were bought from in the last 12 months, April 2012
                    • Packaging innovation meeting different needs
                      • Figure 7: Number and types of perfume and fragrance owned, by personal monthly income, April 2012
                  • Changing Lifestyles Breed Fragrance Culture

                    • Issues at a glance
                      • Western fragrance exiled
                        • Figure 8: Discretionary spending, April 2012
                      • Fragrance usage evolves from functional ‘toilet water’
                        • Figure 9: Frequency of using personal hygiene and grooming products, April 2012
                        • Figure 10: Reasons for not using perfumes or fragrances, by tier groups and education groups, April 2012
                      • Western fragrance breaking into cultural habits
                        • Figure 11: Reasons for owning and/or wearing perfumes or fragrance products, by user group, April 2012
                        • Figure 12: Occasion for wearing perfumes & fragrance products, April 2012
                      • Evolving individual identities
                        • Figure 13: Attitude towards perfume & fragrance products, April 2012
                      • Fragrance identity: who uses it and how frequently?
                        • Figure 14: Usage of perfumes & fragrance products, by gender and monthly personal income, April 2012
                      • Emerging middle class craze for luxury shopping spree
                        • Figure 15: Top 5 Luxury items buying intention, by gender, April 2012
                        • Figure 16: Reasons for owning and/or wearing perfumes or fragrance products, by monthly personal income groups, April 2012
                        • Figure 17: Top 5 purchase of luxury items abroad, by gender, April 2012
                      • Females caught in fashion bandwagon effect
                        • Figure 18: Women’s usage of perfumes & fragrance products, by age, April 2012
                      • Emerging male grooming trend leads to more male fragrance users
                        • Figure 19: Usage of perfumes & fragrance products, by men, April 2012
                        • Figure 20: Men’s fragrance value sales, 2008-11
                      • Gift buying has the potential to boost sales
                        • Figure 21: Person(s) perfumes or fragrances are purchased for, by gender and age group, April 2012
                        • Figure 22: Reasons for owning and/or wearing perfumes or fragrance products by level of usage, April 2012
                      • What does it mean?
                      • Brand Activities to Build Fragrance Engagement

                        • Issues at a glance
                          • Emphasis on brand building to increase brand loyalty
                            • Figure 23: Important factors when considering which perfume & fragrance product to buy, April 2012
                            • Figure 24: The top 10 fashion brands and skin care brands of fragrance ever bought in the past 12 months
                            • Figure 25: Attitudes towards buying top brands of perfume & fragrance, April 2012
                            • Figure 26: Number of brands of perfumes & fragrances bought, by monthly personal income, April 2012
                          • Brand ownership and management affects penetration
                            • Figure 27: A selection of popular fragrance companies and their brands, 24 July 2012
                            • Figure 28: Christian Dior brand hierarchy management, 24 July 2012
                          • Brand positioning affects fragrance possession
                            • Figure 29: Total fragrance market value share, 2008-11
                          • Luxury brand events raise awareness on brand culture
                            • Potential to drive sales through international events
                              • Chinese ambassador opportunities are to be explored
                                • Figure 30: Attitude towards celebrity perfume & fragrance, April 2012
                              • Celebrity-receptive consumers
                                • Online platform to augment the brand reality experience
                                  • Making information readily accessible on websites
                                    • Social media another interesting engagement channel
                                      • Mobile apps media
                                        • What does it mean?
                                        • Development of Distribution Channels Opens Up Market

                                          • Issues at a glance
                                            • Development of luxury outlets and counters
                                              • Large fragrance purchases overseas due to high taxes in China
                                                • Figure 31: Top 10 holidays location taken in the last 12 months, by gender, April 2012
                                              • Flourishing beauty and personal care retailers boost fragrance sales
                                                • Figure 32: Location that perfumes & fragrances bought in, in the last 12 months, April 2012
                                              • Online B2C retailers broaden consumer base
                                                • Cultivating more Chinese users
                                                  • Fragrance specialty outlets
                                                    • Figure 33: Attitude towards perfume & fragrance products by reasons for using and not using perfumes or fragrances, April 2012
                                                  • Premium fragrance boutiques could augment the city fragrance culture
                                                    • Extending fragrance culture in more convenient locations
                                                      • Explorative experiences
                                                        • Scent Education activities held by Yunnan fragrance museum
                                                          • Opportunities for consumer experience
                                                            • What does it mean?
                                                            • Packaging Innovation Meeting Needs

                                                              • Issues at a glance
                                                                • More spending despite costly fragrance
                                                                  • Figure 34: Spend on perfumes & fragrance products, April 2012
                                                                • More entry level users spend on fragrance buying
                                                                  • Figure 35: Usage of perfumes & fragrance products, by monthly personal income, April 2012
                                                                  • Figure 36: Attitude towards perfume & fragrance products by reasons for owning and/or wearing perfumes or fragrance products, April 2012
                                                                • Miniature packaging to trigger more purchases
                                                                  • Figure 37: Number of bottles of perfumes & fragrances owned by types of perfume and fragrance, by monthly personal income, April 2012
                                                                • Gift packaging helps to convert non-users to users
                                                                  • Figure 38: Attitude towards perfume & fragrance being a gift, April 2012
                                                                • Fancy perfume packaging caters for all tastes and all moods
                                                                  • Figure 39: Interesting packaging claims in new product launches, 2008-11
                                                                • Luxury to target middle class consumers
                                                                  • Mini ‘kawaii’ fashion celebrity concept packaging to target females
                                                                    • Key chain with fragrance to target female teens
                                                                      • Manly packaging to target the metrosexual
                                                                        • Figure 40: Gender specific claims in new product launches, 2008-11
                                                                      • On-the-go fragrance
                                                                        • Figure 41: Convenient packaging claims in new product launches, 2008-11
                                                                      • Domestic packaging design emphasising light and refreshing fragrances
                                                                        • Oriental couple pack fragrance design targets Chinese consumers
                                                                          • What does it mean?
                                                                          • The Future of the Market

                                                                              • Figure 42: Forecast – value sales of perfume and fragrances in China, 2007-17
                                                                            • Methodology
                                                                            • Appendix – Usage of Perfumes and Fragrance Products

                                                                                • Figure 43: Most popular usage of perfumes and fragrance products, April 2012
                                                                                • Figure 44: Next most popular usage of perfumes and fragrance products, April 2012
                                                                                • Figure 45: Most popular usage of any perfumes and fragrance products, by demographics, April 2012
                                                                                • Figure 46: Next most popular usage of any perfumes and fragrance products, by demographics, April 2012
                                                                                • Figure 47: Most popular usage of perfumes, by demographics, April 2012
                                                                                • Figure 48: Next most popular usage of perfumes, by demographics, April 2012
                                                                                • Figure 49: Most popular usage of eau de perfume, by demographics, April 2012
                                                                                • Figure 50: Next most popular usage of eau de perfume, by demographics, April 2012
                                                                                • Figure 51: Most popular usage of eau de toilette, by demographics, April 2012
                                                                                • Figure 52: Next most popular usage of eau de toilette, by demographics, April 2012
                                                                                • Figure 53: Most popular usage of colognes/Eau de Cologne, by demographics, April 2012
                                                                                • Figure 54: Next most popular usage of colognes/Eau de Cologne, by demographics, April 2012
                                                                                • Figure 55: Most popular usage of aftershave, by demographics, April 2012
                                                                                • Figure 56: Next most popular usage of aftershave, by demographics, April 2012
                                                                            • Appendix – Reasons For Not Using Perfumes or Fragrances

                                                                                • Figure 57: Reasons for not using perfumes or fragrances, April 2012
                                                                                • Figure 58: Most popular reasons for not using perfumes or fragrances, by demographics, April 2012
                                                                                • Figure 59: Next most popular reasons for not using perfumes or fragrances, by demographics, April 2012
                                                                                • Figure 60: Other reasons for not using perfumes or fragrances, by demographics, April 2012
                                                                            • Appendix – Number of Bottles of Perfumes and Fragrances Owned

                                                                                • Figure 61: Number of bottles of perfumes and fragrances owned by types of perfume and fragrance, April 2012
                                                                                • Figure 62: Number of bottles of any perfumes and fragrances owned, by demographics, April 2012
                                                                                • Figure 63: Number of bottles of of eau de perfume owned, by demographics, April 2012
                                                                                • Figure 64: Number of bottles of eau de toilette owned, by demographics, April 2012
                                                                                • Figure 65: Number of bottles of perfumes and fragrances owned by types of colognes/Eau de Cologne, by demographics, April 2012
                                                                                • Figure 66: Number of bottles of aftershave owned, by demographics, April 2012
                                                                            • Appendix – Reasons for Owning and/or Wearing Perfumes or Fragrance

                                                                                • Figure 67: Reasons for owning and/or wearing perfumes or fragrance products, April 2012
                                                                                • Figure 68: Most popular reasons for owning and/or wearing perfumes or fragrance products, by demographics, April 2012
                                                                                • Figure 69: Next most popular reasons for owning and/or wearing perfumes or fragrance products, by demographics, April 2012
                                                                            • Appendix – Occasions for Wearing Perfumes and Fragrance Products

                                                                                • Figure 70: Occasions for wearing perfumes and fragrance products, April 2012
                                                                                • Figure 71: Most popular occasions for wearing perfumes and fragrance products, by demographics, April 2012
                                                                                • Figure 72: Next most popular occasions for wearing perfumes and fragrance products, by demographics, April 2012
                                                                            • Appendix – Who Perfumes or Fragrances are Purchased For

                                                                                • Figure 73: Person(s) perfumes or fragrances are purchased for, April 2012
                                                                                • Figure 74: Most popular person(s) perfumes or fragrances are purchased for, by demographics, April 2012
                                                                                • Figure 75: Next most popular person(s) perfumes or fragrances are purchased for, by demographics, April 2012
                                                                            • Appendix – Brands of Perfumes and Fragrances Ever Bought in the Past 12 Months

                                                                                • Figure 76: Brands of perfumes and fragrances bought, April 2012
                                                                                • Figure 77: Most popular brands of perfumes and fragrances bought, by demographics, April 2012
                                                                                • Figure 78: Popular brands of perfumes and fragrances bought, by demographics, April 2012
                                                                                • Figure 79: Next most popular brands of perfumes and fragrances bought, by demographics, April 2012
                                                                                • Figure 80: Other brands of perfumes and fragrances bought, by demographics, April 2012
                                                                                • Figure 81: Least popular brands of perfumes and fragrances bought, by demographics, April 2012
                                                                                • Figure 82: Next least popular brands of perfumes and fragrances bought, by demographics, April 2012
                                                                            • Appendix – Brands of Perfumes and Fragrances Bought Most Often in the Past 12 Months

                                                                                • Figure 83: Brands of perfumes and fragrances bought most often, April 2012
                                                                                • Figure 84: Most popular brands of perfumes and fragrances bought most often, by demographics, April 2012
                                                                                • Figure 85: Next most popular brands of perfumes and fragrances bought most often, by demographics, April 2012
                                                                                • Figure 86: Popular brands of perfumes and fragrances bought most often, by demographics, April 2012
                                                                                • Figure 87: Other brands of perfumes and fragrances bought most often, by demographics, April 2012
                                                                            • Appendix – Important Factors When Considering Which Perfume and Fragrance Product to Buy

                                                                                • Figure 88: Important factors when considering which perfume and fragrance product to buy, April 2012
                                                                                • Figure 89: Most popular rank 1 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
                                                                                • Figure 90: Next most popular rank 1 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
                                                                                • Figure 91: Other Rank 1 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
                                                                                • Figure 92: Least popular rank 1 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
                                                                                • Figure 93: Most popular rank 2 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
                                                                                • Figure 94: Next most popular rank 2 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
                                                                                • Figure 95: Other important rank 2 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
                                                                                • Figure 96: Least popular rank 2 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
                                                                                • Figure 97: Most popular rank 3 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
                                                                                • Figure 98: Next most popular rank 3 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
                                                                                • Figure 99: Other rank 3 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
                                                                                • Figure 100: Least popular rank 3 factors when considering which perfume and fragrance product to buy, by demographics, April 2012
                                                                            • Appendix – Spend on Perfumes and Fragrance Products

                                                                                • Figure 101: Spend on perfumes and fragrance products, April 2012
                                                                                • Figure 102: Spend on perfumes, by demographics, April 2012
                                                                                • Figure 103: Spend on eau de perfume, by demographics, April 2012
                                                                                • Figure 104: Spend on eau de toilette, by demographics, April 2012
                                                                                • Figure 105: Spend on colognes/Eau de Cologne, by demographics, April 2012
                                                                                • Figure 106: Spend on aftershave, by demographics, April 2012
                                                                            • Appendix – Location Perfumes and Fragrances Were Bought in the Last 12 Months

                                                                                • Figure 107: Location perfumes and fragrances were bought in the last 12 months, April 2012
                                                                                • Figure 108: Most popular location perfumes and fragrances were bought in the last 12 months, April 2012
                                                                                • Figure 109: Next most popular location perfumes and fragrances were bought in the last 12 months, April 2012
                                                                            • Appendix – Attitudes towards Perfume and Fragrance Products

                                                                                • Figure 110: Attitude towards perfume and fragrance products, April 2012
                                                                                • Figure 111: Agreement with the statements ‘I prefer to buy lighter/fresh aroma perfumes and fragrance products’ and ‘I always stick to the brands I trust’, by demographics, April 2012
                                                                                • Figure 112: Agreement with the statements ‘I wear a fragrance that reflects my personal style’ and ‘Wearing a fragrance makes one stand out in social or formal gatherings’, by demographics, April 2012
                                                                                • Figure 113: Agreement with the statements ‘There is a big difference in quality between local and international brand perfumes and fragrance products’ and ‘Perfume/eau de toilette/cologne/aftershave makes a good gift’, by demographics, April 2012
                                                                                • Figure 114: Agreement with the statements ‘I wear different fragrances in summer and winter’ and ‘I wear a perfume that I know my partner likes’, by demographics, April 2012
                                                                                • Figure 115: Agreement with the statements ‘I would never buy a perfume from a brand that I hadn't heard of’ and ‘I think perfumes should look and smell expensive’, by demographics, April 2012
                                                                                • Figure 116: Agreement with the statements ‘I am interested in trying different or new types or aroma of perfumes and fragrances’ and ‘I prefer to go for top brands when buying perfume’, by demographics, April 2012
                                                                                • Figure 117: Agreement with the statements ‘I prefer celebrity's perfume eg Instinct (David Beckham), Curious (Britney Spears) etc’ and ‘I am always looking for the latest release of perfume so as to stay ahead of the trend’, by demographics, April 2012
                                                                                • Figure 118: Agreement with the statements ‘I tend to look for discount or promotion when buying perfume’ and ‘I find the amount of fragrances overwhelming and trying to find one I like is very difficult’, by demographics, April 2012
                                                                            • Appendix – Number of Branded Perfumes and Fragrances Bought

                                                                                • Figure 119: Number of brands of perfumes and fragrances bought, April 2012
                                                                                • Figure 120: Number of brands of perfumes and fragrances bought, by demographics, April 2012

                                                                            Companies Covered

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                                                                            Perfume and Fragrances - China - July 2012

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