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Fragrances - China - April 2019

Covered in this report

Fragrance products include perfume extract, eau de parfum, eau de toilette and eau de cologne with a concentration of essence from 3%-40%. Personal and home care products offering fragrance as an additional benefit (such as scented soap/shower gel/body lotion, aftershave, scented candles, and diffusers) are not included in the definition, but may also be discussed throughout the report where relevant.

“With Chinese beauty consumers increasingly shifting to online, it is also becoming crucial for fragrance brands and retailers to expand their digital presence. However, digitalisation doesn’t just mean selling products online or opening social media accounts; in the fragrance category, what’s more important is how to evoke the sense of smell and provide a sensorial experience in the digital space and ultimately assist consumers in finding the right fragrance.”
– Alice Li, Senior Research Analyst

This report looks at the following areas:

  • Promote gifting to lift the market
  • Enhance the fragrance shopping experience
  • Help consumers build a fragrance wardrobe

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Table of contents

  1. Overview

    • What you need to know
      • Covered in this Report
        • Sub-group definitions (by monthly personal income)
        • Executive Summary

            • The market
              • Figure 1: Retail value and growth rate of fragrances market, China, 2014-18
              • Figure 2: Best- and worst-case forecast of retail value of fragrances market, China, 2013-23
            • Companies and brands
              • Figure 3: Leading manufacturers’ share in value sales of fragrances, China, 2017 and 2018
            • The consumer
              • Overall penetration is low despite the popularity of perfumes
                • Figure 4: Fragranced products purchased in the last six months, by purposes, February 2019
              • Perfume users report relatively regular usage
                • Figure 5: Usage frequency of fragranced products, February 2019
              • Consumers wear fragrances for emotional benefits
                • Figure 6: Reasons for buying fragrances for personal use, February 2019
              • Exquisite design makes fragrances good gifts
                • Figure 7: Reasons for buying fragrances as gifts for others, February 2019
              • Smelling the product prior to purchase is necessary for most consumers
                • Figure 8: Preference of trial in purchasing fragrances, by gender, February 2019
              • Customised scents are more sought-after than DIY sets
                • Figure 9: Interest in customised fragrances, February 2019
              • What we think
              • Issues and Insights

                • Promote gifting to lift the market
                  • The facts
                    • The implications
                      • Figure 10: Examples of fragrances launched for Father’s and Mother’s Day, Brazil and China, 2018
                      • Figure 11: Examples of fragrances that evoke memories, Japan and Turkey, 2018
                      • Figure 12: Examples of customisable layering fragrance set, China and US, 2019
                    • Enhance the fragrance shopping experience
                      • The facts
                        • The implications
                            • Figure 13: Example of Phlur fragrances, US
                            • Figure 14: Examples of stories on Olfaplay, France, 2018
                          • Help consumers build a fragrance wardrobe
                            • The facts
                              • The implications
                                • Figure 15: Sephora Favorites Designer Fragrance Wardrobe, US, 2018
                            • The Market – What You Need to Know

                              • Premium fragrances lead market growth
                                • Growing diversity in product offerings and retail models fuel future growth
                                • Market Size and Forecast

                                  • Premium fragrances drive market growth
                                    • Figure 16: Retail value and growth rate of fragrances market, China, 2014-18
                                    • Figure 17: Best- and worst-case forecast of retail value of fragrances market, China, 2013-23
                                • Market Factors

                                  • Fragrances remain a relatively low spending priority for women
                                    • Figure 18: Changes in spending over the last six months, by category, June 2018
                                  • Scented personal care may impact the market
                                    • Newcomers enrich product offerings
                                      • Figure 19: New fragrances from Zara and Innisfree, China, 2019
                                    • Evolving retail models give a lift
                                    • Key Players – What You Need to Know

                                      • A market dominated by foreign players
                                        • Seasonal and limited edition launches stimulate the market
                                          • Widespread customisation options
                                          • Market Share

                                            • Market share remains in the hands of foreign players
                                              • Figure 20: Leading manufacturers’ share in value sales of fragrances, China, 2017 and 2018
                                              • Figure 21: New fragrances launches from leading brands, China, 2018
                                            • Niche brands are more standout performers
                                              • Figure 22: Atelier Cologne Discovery Set Tmall limited edition, China, 2019
                                            • Local brands start to emerge
                                              • Figure 23: Example of RECLASSIFIED perfume blending service in store, China
                                              • Figure 24: Examples of Uttori and Fukodo fragrances, China
                                          • Competitive Strategies

                                            • Seasonal and limited edition launches drive purchase
                                              • Figure 25: Examples of new fragrances launches with a seasonal or limited edition claim, China, 2018
                                            • IP integration prevails in the fragrances market as well
                                              • Figure 26: Examples of new fragrances launches with IP integration, China, 2019
                                            • UGC helps market fragrances online
                                              • Figure 27: Examples of product reviews on Atelier Cologne’s Tmall flagship store, China
                                            • Boutiques fulfil China’s growing appetite for little-known fragrances
                                              • Figure 28: Minorité fragrance salon, China, 2018
                                          • Who’s Innovating?

                                            • Attaching themselves to health benefits
                                              • Figure 29: Examples of fragrances with a wellbeing claim, France and Germany, 2018
                                              • Figure 30: Clarins Eau Dynamisante Treatment Fragrance, China, 2018
                                            • Format/texture innovations spark interest in a liquid-dominated market
                                              • Figure 31: Examples of fragrances in innovative formats and textures, global, 2018
                                            • Fragrances with a message
                                              • Figure 32: Feminista Eau de Parfum, Europe, 2018
                                              • Figure 33: Examples of fragrances that focus on empowering women, global, 2018
                                            • Customisation moves into mainstream
                                              • Figure 34: Examples of layering fragrances, US, 2018
                                              • Figure 35: Commodity Style Guide, US, 2018
                                              • Figure 36: Scent Trunk’s fragrance customisation process, US
                                          • The Consumer – What You Need to Know

                                            • 42% have bought perfumes for personal use and 33% have bought for gifting
                                              • Over half of category users use perfumes daily
                                                • Functional benefits are a less important consideration factor for fragrances
                                                  • Most consumers need to try out the product before purchase
                                                    • 60% want a customised scent based on their fragrance preferences
                                                    • Purchase Behaviours

                                                      • Purchase for personal use is stronger than gifting
                                                        • Figure 37: Fragranced products purchased in the last six months, by purposes, February 2019
                                                      • Perfumes are popular, but overall penetration is low
                                                        • High earners are not stronger buyers
                                                          • Figure 38: Perfumes purchased in the last six months, by purposes and monthly personal income, February 2019
                                                        • 30-39s are core users; 25-29s are more likely to be gift givers
                                                          • Figure 39: Perfumes purchased in the last six months, by purposes and age, February 2019
                                                      • Usage Behaviours

                                                        • Over half of users use perfumes on a regular basis
                                                          • Figure 40: Usage frequency of fragranced products, February 2019
                                                        • High earners are more likely to be regular users
                                                          • Figure 41: Usage frequency of perfumes, by monthly personal income, February 2019
                                                        • Young consumers use scented personal care products more frequently
                                                          • Figure 42: Usage frequency of fragranced products – Daily or almost daily, by age, February 2019
                                                      • Reasons for Wearing Fragrances

                                                        • Fragrances can give a confidence boost
                                                          • Figure 43: Reasons for buying fragrances for personal use, February 2019
                                                        • Men wear fragrances for social needs; women want to treat themselves
                                                          • Figure 44: Reasons for buying fragrances for personal use, by gender, February 2019
                                                        • Older consumers also have strong demand for expressing individuality
                                                          • Figure 45: Reasons for buying fragrances for personal use, by generation, February 2019
                                                      • Reasons for Gifting Fragrances

                                                        • Exquisite is more important than practical
                                                          • Figure 46: Reasons for buying fragrances as gifts for others, February 2019
                                                          • Figure 47: Boitown Blue In Night and Velvet White Eau de Toilette, China, 2019
                                                        • Women like exquisite and fashionable design; men buy fragrances as an intimate gift
                                                          • Figure 48: Reasons for buying fragrances as gifts for others, by gender, February 2019
                                                      • Purchase Habits and Preferences

                                                        • Smelling the product before buying is still necessary, especially for men
                                                          • Figure 49: Preference of trial in purchasing fragrances, by gender, February 2019
                                                        • The majority of consumers choose fragrances by scent notes
                                                          • Figure 50: Criteria of choosing fragrances, February 2019
                                                        • Younger consumers welcome recommendations
                                                          • Figure 51: Influencer of choosing fragrances, by age, February 2019
                                                        • Women are more likely to choose fragrances depending on mood
                                                          • Figure 52: Habits of wearing fragrances, by gender, February 2019
                                                        • Niche fragrance users present opportunities
                                                          • Figure 53: Brand preference of fragrances, by age, February 2019
                                                          • Figure 54: preference of trial in purchasing fragrances, by brand preference of fragrances, February 2019
                                                          • Figure 55: Habit of wearing fragrances, by brand preference of fragrances, February 2019
                                                      • Customisation Needs

                                                        • Customised scents are most wanted
                                                          • Figure 56: Interest in customised fragrances, February 2019
                                                        • Surprisingly men are driving interest in customisation
                                                          • Figure 57: Interest in customised fragrances, by gender, February 2019
                                                      • Meet the Mintropolitans

                                                        • MinTs show stronger usage of a variety of products…
                                                          • Figure 58: Fragranced products purchased in the last six months for personal use, by consumer classification, February 2019
                                                        • …while their purchase habits are similar to non-MinTs
                                                          • Figure 59: Attitudes towards fragrances, by consumer classification, February 2019
                                                        • Intimacy is more important to MinTs
                                                          • Figure 60: Reasons for buying fragrances as gifts for others, by consumer classification, February 2019
                                                      • Appendix – Market Size and Forecast

                                                          • Figure 61: Retail value of fragrances market, China, 2013-23
                                                      • Appendix – Methodology and Abbreviations

                                                        • Methodology
                                                          • Fan chart forecast
                                                            • Abbreviations

                                                            Fragrances - China - April 2019

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