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- Women's Fragrances - Europe - September 2011
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- Use of perfume and eau de toilette is high in the Big 5, peaking at 96% amongst Spaniards. Spanish women also use fragrance more frequently than the others.
- Fragrance use is biased towards under-25s, highest earners, working women and larger households with children.
- Similar to make-up, women respond to fragrance at an emotive level, seeing it as a confidence booster. Fragrance is also seen more as a necessity and an important part of the grooming regime rather than an occasional addition to it.
Introduction
Key points
Definition
Consumer research
Abbreviations
Executive Summary
The market
Figure 1: Value sales of women’s fragrances, France, Germany, Italy, Spain and UK, 2005-15
Value sales return to growth after recession
Figure 2: Value sales of women’s fragrances, % share by sector, Big 5, 2010
Companies, brands and innovation
Figure 3: New product activity in women’s fragrances, seasonal and limited edition launches as % of total, Jan 2010-June 2011
Strength and weaknesses in brief
Strengths
Weaknesses
The consumer
A youthful bias
Figure 4: Frequency of using fragrance, France, Germany, GB and Spain, 2010
Not just a grooming essential, a boost to confidence
Figure 5: Benefits of wearing fragrance, average of Big 5 European countries, March 2011
A definition of style and personality
Figure 6: Attitudes towards wearing fragrance, average of Big 5 European countries, March 2011
Classics vs. designer scents, and celebrities too
Figure 7: Attitudes towards fragrances, average of Big 5 European countries, March 2011
European Market Size and Forecast
Key points
Fragrances
Figure 8: Value sales of fragrances, Big 5 by country, €/£m, 2005-15
Women’s fragrances
Figure 9: Value sales of women’s fragrances, Big 5 by country, €/£m, 2005-15
Market segmentation
Figure 10: Premium vs. mass-market women’s fragrances, Big 5, 2010
Companies, Brands and Innovation
Key points
Global region
Figure 11: New product activity in women’s fragrances, % share by global region, Jan 2010-June 2011
European region
Figure 12: New product activity in women’s fragrances, % share by country, Europe, Jan 2010-June 2011
Figure 13: New product activity in women’s fragrances, seasonal and limited edition launches as % of total, Jan 2010-June 2011
France
Market background
Figure 14: New product activity in women’s fragrances, % share by company, France, Jan 2010-June 2011
Figure 15: New product activity in women’s fragrances, % share by claim, France Jan 2010-June 2011
Importance of prestige
Au naturel
For a limited time only
Germany
Market background
Figure 16: New product activity in women’s fragrances, % share by company, Germany, Jan 2010-June 2011
Figure 17: New product activity in women’s fragrances, % share by claim, Germany, Jan 2010-June 2011
Aroma inspiration
Natural beauty
Raising awareness
Italy
Market background
Figure 18: New product activity in women’s fragrances, % share by company, Italy, Jan 2010-June 2011
Figure 19: New product activity in women’s fragrances, % share by claim, Italy, Jan 2010-June 2011
Natural fragrances
Kids’ perfume
Purse-sized convenience
Seductive scents
Spain
Market background
Figure 20: New product activity in women’s fragrances, % share by company, Spain, Jan 2010-June 2011
Figure 21: New product activity in women’s fragrances, % share by claim, Spain, Jan 2010-June 2011
Exotic scents
Gifted
Touch-ups on the go
UK
Market background
Figure 22: New product activity in women’s fragrances, % share by company, UK, Jan 2010-June 2011
Figure 23: New product activity in women’s fragrances, % share by claim, UK, Jan 2010-June 2011
Eye-catching packaging
Modernised classics
Limited editions
The Consumer – Women’s Use of Fragrance
Key points
France
Figure 24: Trends in frequency of using perfume and eau de toilette, France, 2006-10
Germany
Figure 25: Trends in frequency of using perfume and eau de toilette, Germany, 2006-10
GB
Figure 26: Trends in frequency of using perfume and eau de toilette, GB, 2006-10
Spain
Figure 27: Trends in frequency of using perfume and eau de toilette, Spain, 2006-10
The Consumer – Where Women Buy Fragrance
Key points
Figure 28: Outlets from where fragrances were bought in the last 12 months, March 2011
The Consumer – Women’s Attitudes towards Fragrance
Key points
Figure 29: Attitudes towards wearing fragrance, March 2011
Figure 30: Attitudes towards choice of fragrance, March 2011
The Consumer – Fragrance as Part of Women’s Grooming
Key points
Figure 31: Attitudes towards wearing fragrance, March 2011
Appendix – Use of Fragrance by Demographics
Figure 32: Frequency of using perfume & eau de toilette, by demographics, GB, 2010
Figure 33: Frequency of using perfume & eau de toilette, by demographics, France, 2010
Figure 34: Frequency of using perfume & eau de toilette, by demographics, Spain, 2010
Figure 35: Frequency of using perfume & eau de toilette, by demographics, Germany, 2010
Appendix – Where Women Obtain their Fragrance
Figure 36: Most popular outlets from where fragrance products were bought in the last 12 months, by demographics, UK, March 2011
Figure 37: Next most popular outlets from where fragrance products were bought in the last 12 months, by demographics, UK, March 2011
Figure 38: Most popular outlets from where fragrance products were bought in the last 12 months, by demographics, France, March 2011
Figure 39: Next most popular outlets from where fragrance products were bought in the last 12 months, by demographics, France, March 2011
Figure 40: Outlets from where fragrance products were bought in the last 12 months, by demographics, Germany, March 2011
Figure 41: Most popular outlets from where fragrance products were bought in the last 12 months, by demographics, Spain, March 2011
Figure 42: Next most popular outlets from where fragrance products were bought in the last 12 months, by demographics, Spain, March 2011
Figure 43: Outlets from where fragrance products were bought in the last 12 months, by demographics, Italy, March 2011
Appendix – Women’s Attitudes towards Fragrance
Figure 44: Most popular attitudes towards wearing fragrance, by demographics, UK, March 2011
Figure 45: Next most popular attitudes towards wearing fragrance, by demographics, UK, March 2011
Figure 46: Most popular attitudes towards wearing fragrance, by demographics, France, March 2011
Figure 47: Next most popular attitudes towards wearing fragrance, by demographics, France, March 2011
Figure 48: Most popular attitudes towards wearing fragrance, by demographics, Germany, March 2011
Figure 49: Next most popular attitudes towards wearing fragrance, by demographics, Germany, March 2011
Figure 50: Most popular attitudes towards wearing fragrance, by demographics, Spain, March 2011
Figure 51: Next most popular attitudes towards wearing fragrance, by demographics, Spain, March 2011
Figure 52: Most popular attitudes towards wearing fragrance, by demographics, Italy, March 2011
Figure 53: Next most popular attitudes towards wearing fragrance, by demographics, Italy, March 2011
Figure 54: Most popular attitudes towards fragrances, by demographics, UK, March 2011
Figure 55: Next most popular attitudes towards fragrances, by demographics, UK, March 2011
Figure 56: Most popular attitudes towards fragrances, by demographics, France, March 2011
Figure 57: Next most popular attitudes towards fragrances, by demographics, France, March 2011
Figure 58: Most popular attitudes towards fragrances, by demographics, Germany, March 2011
Figure 59: Next most popular attitudes towards fragrances, by demographics, Germany, March 2011
Figure 60: Other attitudes towards fragrances, by demographics, Germany, March 2011
Figure 61: Most popular attitudes towards fragrances, by demographics, Spain, March 2011
Figure 62: Next most popular attitudes towards fragrances, by demographics, Spain, March 2011
Figure 63: Most popular attitudes towards fragrances, by demographics, Italy, March 2011
Figure 64: Next most popular attitudes towards fragrances, by demographics, Italy, March 2011
Appendix – Fragrance as Part of Women’s Grooming
Figure 65: Fragrance products, by demographics, UK, March 2011
Figure 66: Fragrance products, by demographics, France, March 2011
Figure 67: Fragrance products, by demographics, Germany, March 2011
Figure 68: Fragrance products, by demographics, Spain, March 2011
Figure 69: Fragrance products, by demographics, Italy, March 2011
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