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Women's Fragrances - Europe - September 2011

  • 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.

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Table of contents

  1. 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

                                                                            Companies Covered

                                                                            To learn more about the companies covered in this report please contact us.

                                                                            Women's Fragrances - Europe - September 2011

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