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Women's Fragrances - Europe - December 2010

Women’s fragrance has demonstrated an element of resistance to the economic downturn, particularly in the UK which continued to grow in value sales. Matters could certainly have been worse for Italy, Germany and France, although Spain has been hit hard. Usage levels, however, remain very high throughout the ‘Big 5’.

New product development (NPD) in the UK surged in 2009 pushing the country into the lead in terms of NPD activity in Europe. This was in sharp contrast to France, where fragrance houses have been creating fewer new scents, and brands and creators have taken have taken time to rethink their priorities.

The consumer has also evolved. Reduced spending power has created a savvy consumer who is looking for products that offer the right price/quality ratio and a desire for individuality within fragrance.

The challenge for the fragrance industry is that it must compete with other products to gain consumers' attention. But fragrance is unique in the way it can create an emotional response and bring enchantment. The goal is to maximise its USP, with daring and exciting scents that respond to the consumer desire for individuality.

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.

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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.

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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.

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Table of contents

  1. Issues in the Market

      • Key issues
        • Definition
          • Consumer research
            • Abbreviations
            • Market in Brief

              • Scents of resistance
                • UK pushes ahead of France in NPD
                  • Areas of innovation
                    • Niche influence
                      • L’Oréal leads the market
                        • Scent statements
                          • Women look for individuality, not newness
                            • A bitter-sweet future
                            • European Market Size and Forecast

                              • Key points
                                • France is largest, UK holds firm
                                  • Figure 1: Retail value sales of women's fragrance, by country, 2006-13
                                  • Figure 2: Year-on-year growth in retail value sales of fragrance, by country, 2006-13
                                • French women are the biggest spenders
                                  • Figure 3: Women's fragrance spend per capita (population), 2006-10
                                • The post-recession consumer
                                • Market Segmentation

                                  • Key points
                                    • Premium outweighs mass
                                      • Figure 4: Premium vs. mass market women’s fragrance, ‘Big 5’, 2010
                                  • Companies and Product Innovation

                                    • Key points
                                      • Europe leads fragrance innovation
                                        • Figure 5: New product launches in women’s fragrances, % by region, 2009
                                      • UK overtakes France with NPD activity
                                        • Figure 6: New product launches in women’s fragrances, % by top ten European countries, 2009
                                        • Figure 7: New product launches in women’s fragrances, % by claim, ‘Big 5’, 2009
                                      • Scents of concern
                                        • Daring to go natural
                                          • Portable perfumes
                                            • The scent's the limit
                                              • Prestige perfumes drive the global market
                                                • Figure 8: New product launches in women’s fragrances, by positioning, USA compared to UK and France, 2009
                                              • Collections emerge in mainstream
                                                • Celebrities still scenting the UK
                                                  • Key fragrance and packaging trends
                                                    • Twice as niche
                                                      • France
                                                        • Figure 9: Top claims in new fragrance launches, France, 2008-10
                                                      • Most innovative products
                                                        • Germany
                                                          • Figure 10: Top claims in new fragrance launches, Germany, 2008-10
                                                        • Most innovative products
                                                          • Italy
                                                              • Figure 11: Top claims in new fragrance launches, Italy, 2008-10
                                                            • Most innovative products
                                                              • Spain
                                                                • Figure 12: Top claims in new fragrance launches, Spain, 2008-10
                                                              • Most innovative products
                                                                • UK
                                                                    • Figure 13: Top claims in new fragrance launches, UK, 2008-10
                                                                  • Most innovative products
                                                                  • The Consumer – Use of Fragrance

                                                                    • Key points
                                                                      • Usage and frequency
                                                                        • Figure 14: Frequency of using perfume and eau de toilette, by country, 2009
                                                                      • Impact of recession on fragrance use
                                                                        • Figure 15: Trends in frequency of using perfume and eau de toilette, France, 2005-09
                                                                        • Figure 16: Trends in frequency of using perfume and eau de toilette, Germany, 2005-09
                                                                        • Figure 17: Trends in frequency of using perfume and eau de toilette, Spain, 2005-09
                                                                        • Figure 18: Trends in frequency of using perfume and eau de toilette, GB, 2005-09
                                                                      • Attitudes of fragrance wearers
                                                                        • Figure 19: Attitudes towards appearance, cosmetics and toiletries, by country, 2009
                                                                    • The Consumer – Fragrance Ownership

                                                                      • Key points
                                                                        • France
                                                                          • Figure 20: Quantity of women’s fragrances owned, France, June 2010
                                                                        • Germany
                                                                          • Figure 21: Quantity of women’s fragrances owned, Germany, June 2010
                                                                        • Italy
                                                                          • Figure 22: Quantity of women’s fragrance owned, Italy, June 2010
                                                                        • Spain
                                                                          • Figure 23: Quantity of fragrance owned, Spain, June 2010
                                                                        • UK
                                                                          • Figure 24: Quantity of fragrance owned, UK, June 2010
                                                                      • Purchasing Occasions

                                                                        • Key points
                                                                          • France – led more by scent than occasion
                                                                            • Figure 25: Purchasing occasions for women’s fragrances, France, June 2010
                                                                          • Germany – fancies a change
                                                                            • Figure 26: Purchasing occasions for women’s fragrances, Germany, June 2010
                                                                          • Occasion-led Italians
                                                                            • Figure 27: Purchasing occasions for women’s fragrances, Italy, June 2010
                                                                          • Gifting's worth a scent in Spain
                                                                            • Figure 28: Purchasing occasions for women’s fragrances, Spain, June 2010
                                                                          • Plenty of perfume presents in the UK
                                                                            • Figure 29: Purchasing occasions for women’s fragrances, UK , June 2010
                                                                        • Where Fragrances are Bought

                                                                          • Key points
                                                                              • Figure 30: Preferred retail channel for women’s fragrance, by country, June 2010
                                                                            • Perfumeries dominate in Europe
                                                                            • Attitudes Towards Choosing Fragrance

                                                                              • Key points
                                                                                  • Figure 31: Attitudes towards choice of fragrance, by country, June 2010
                                                                                • Women desire individuality from fragrance
                                                                                • Reasons for Wearing Fragrance

                                                                                  • Key points
                                                                                      • Figure 32: Top reasons for wearing women’s fragrance, by country, June 2010
                                                                                  • Appendix – The Consumer – Use of Fragrance

                                                                                      • Figure 33: Frequency of use of perfume and eau de toilette, by demographics, France, 2009
                                                                                      • Figure 34: Frequency of use of perfume and eau de toilette, by demographics, Germany, 2009
                                                                                      • Figure 35: Frequency of use of perfume and eau de toilette, by demographics, Spain, 2009
                                                                                      • Figure 36: Frequency of use of perfume and eau de toilette, by demographics, GB, 2009
                                                                                      • Figure 37: Agreement with selected lifestyle statements, by country, 2009

                                                                                  Women's Fragrances - Europe - December 2010

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