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Fragrances - UK - August 2018

“Women’s body sprays have triggered the most recent market growth. A new wave of feminism has challenged traditional marketing, and unisex fragrances are a growing trend. A need for natural ingredients has given niche brands the lead, while large manufacturers get left behind. Body spray could be key for luxury brands to drive usage, as well as helping consumers be more confident in their choices through services and guidance.”

- Alex Fisher, Senior Beauty Analyst

This report will look at the following areas:

  • Ingredients come to the fore
  • Making it personal

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Table of contents

  1. Overview

    • What you need to know
      • Products covered in this Report
      • Executive Summary

          • The market
            • Fragrances growth expected
              • Figure 1: Best- and worst-case forecast of UK value sales of fragrances and body sprays, 2013-23
            • Companies and brands
              • Inspiration strikes
                • Figure 2: Manufacturer shares in body sprays only, 2017
                • Figure 3: Manufacturer shares in fragrances only, top four and other, year ending June 2018
              • A new environment
                • Figure 4: Top fastest-growing and declining claims in the fragrances category*, % change 2016-17
              • The consumer
                • The maturity of the masses
                  • Figure 5: Usage of fragrances, May 2017 and May 2018
                • A special choice
                  • Figure 6: Behaviours of fragrance users, May 2018
                • Price perfect
                  • Figure 7: Factors considered when buying fragrances, May 2018
                • The right thing
                  • Figure 8: Attitudes towards fragrances, May 2018
                • What we think
                • Issues and Insights

                  • Ingredients come to the fore
                    • The facts
                      • The implications
                        • Making it personal
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • Fragrances growth expected
                                • Through the mist
                                  • Give it some room
                                    • Get on board with trends
                                    • Market Size and Forecast

                                      • Premium boosts the market
                                        • Figure 9: UK retail value sales for fragrances and body sprays, at current and constant prices, 2013-23
                                      • Market to bounce back
                                        • Figure 10: Best- and worst-case forecast of UK value sales of fragrances and body sprays, 2013-23
                                      • Forecast methodology
                                      • Market Segmentation

                                        • Women embrace unisex fragrances
                                          • Figure 11: UK retail value sales of fragrances only, by sector, 2016-18
                                        • Affordability benefits body spray sector
                                          • Figure 12: UK retail value sales of body sprays only, by sector, 2016-18
                                      • Channels to Market

                                        • Fine fragrances affect high-end retail
                                          • Figure 13: UK retail value sales of fragrances only, by outlet type, 2016 and 2017
                                        • Retailers make room for body sprays
                                          • Figure 14: UK retail value sales of body sprays only, by outlet type, 2016 and 2017
                                          • Figure 15: Layering Lab body mist (Superdrug), 2017
                                      • Market Drivers

                                        • A decline in young adults
                                          • Figure 16: Trends in the age structure of the UK population, by gender, 2013-23
                                        • Selling your scent
                                          • Figure 17: Interest in personalised product features for beauty/grooming products, April 2018
                                          • Figure 18: Layers collection by Experimental Perfume Club at Liberty, 2018
                                        • Can fragrances be natural?
                                          • Figure 19: Reasons for purchasing natural/organic toiletries, September 2017
                                        • Gifting lifts the market
                                          • Figure 20: Purchase of BPC gifts, October 2017
                                        • A little treat
                                          • Figure 21: Trends in consumer sentiment for the coming year, July 2013-July 2018
                                      • Companies and Brands – What You Need to Know

                                        • Inspiration strikes
                                          • A new environment
                                            • Concepts are changing
                                              • Brands can experiment
                                              • Market Share

                                                • Fragrances need to move with the times
                                                  • Figure 22: Manufacturer shares in fragrances only, top four and other, 2016 and 2017
                                                  • Figure 23: Launches from AS Watson and Aldi, 2017-18
                                                • Mists become must-haves
                                                  • Figure 24: Manufacturer shares in body sprays only, years ending June 2017 and 2018
                                                  • Figure 25: Body spray launches from Impulse and So…?, 2017
                                              • Launch Activity and Innovation

                                                • Gender fluidity stimulates launches
                                                  • Figure 26: New product development in the fragrances category*, by launch type, January 2015-June 2018
                                                  • Figure 27: New product development in the fragrances category*, by segment, January 2015-June 2018
                                                  • Figure 28: Unisex fragrance launches, 2017
                                                • Natural focus hits fragrance
                                                  • Figure 29: Top fastest-growing and declining claims in the fragrances category*, % change 2016-17
                                                  • Figure 30: Fragrance launches with vegetarian/vegan/ethical – animal claims, 2017
                                                • Tried and tested
                                                  • Figure 31: Proportion of NPD in the fragrances category*, by top ultimate companies and other, 2017
                                              • Advertising and Marketing Activity

                                                • Press and digital spend drops
                                                  • Figure 32: Total above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, January 2015-May 2018
                                                  • Figure 33: Total above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, by media type, January 2015-May 2018
                                                • Empowerment versus tradition
                                                  • Figure 34: Advertising for Calvin Klein Women, 2018
                                                • Spending big on range extensions
                                                  • Figure 35: Total above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, by top companies, 2017
                                                • Stimulating further experience
                                                  • Figure 36: Harrods’ Gucci Garden, 2017
                                                • Nielsen Ad Intel coverage
                                                • Brand Research

                                                    • Brand map
                                                      • Figure 37: Attitudes towards and usage of selected brands, May 2018
                                                    • Key brand metrics
                                                      • Figure 38: Key metrics for selected brands, May 2018
                                                    • Brand attitudes: All brands have difficulty proving their worth
                                                      • Figure 39: Attitudes, by brand, May 2018
                                                    • Brand personality: Clothing brands have fun image
                                                      • Figure 40: Brand personality – macro image, May 2018
                                                    • Celebrity brands can come across as tacky
                                                      • Figure 41: Brand personality – micro image, May 2018
                                                    • Brand analysis
                                                      • Victoria’s Secret image mirrors runway shows
                                                        • Figure 42: User profile of Victoria’s Secret, May 2018
                                                      • Giorgio Armani denotes a luxurious lifestyle
                                                        • Figure 43: User profile of Giorgio Armani, May 2018
                                                      • Calvin Klein utilises 1990s revival
                                                        • Figure 44: User profile of Calvin Klein, May 2018
                                                      • Marc Jacobs focuses on youth
                                                        • Figure 45: User profile of Marc Jacobs, May 2018
                                                      • Paco Rabanne appeals to masculinity
                                                        • Figure 46: User profile of Paco Rabanne, May 2018
                                                      • Britney Spears struggles with relevance
                                                        • Figure 47: User profile of Britney Spears, May 2018
                                                    • The Consumer – What You Need to Know

                                                      • The maturity of the masses
                                                        • A special choice
                                                          • Price perfect
                                                            • The right thing
                                                            • Usage of Fragrances

                                                              • Perfumes remain popular
                                                                • Figure 48: Usage of fragrances, May 2017 and May 2018
                                                                • Figure 49: Usage of chosen fragrance types among men, May 2017 and May 2018
                                                              • Body spray users more liberal with application
                                                                • Figure 50: Number of fragrance types used, by age, May 2018
                                                                • Figure 51: Frequency of fragrance usage, May 2018
                                                                • Figure 52: Prestige body spray launches, 2018
                                                            • Fragrance Behaviours

                                                              • Fragrance is personal
                                                                • Figure 53: Behaviours of fragrance users, May 2018
                                                                • Figure 54: Le Labo fragrance discovery box, 2017
                                                              • A spritz of happiness
                                                                • Figure 55: Givaudan Sensoria, April 2018
                                                                • Figure 56: Feminista The Seducer Eau de Parfum (Hero’s Journey Travel Agency), 2018
                                                              • Remember when…?
                                                              • Purchase of Fragrances

                                                                • Tightening the purse strings
                                                                  • Figure 57: Factors considered when buying fragrances, May 2018
                                                                  • Figure 58: Factors considered when buying fragrances, by fragrance type, May 2018
                                                                • Sampling could improve
                                                                    • Figure 59: Old Spice paper blazer magazine advert, US, April 2018
                                                                  • Celebrity fragrances evolve
                                                                  • Attitudes towards Fragrances

                                                                    • Keep it clean
                                                                      • Figure 60: Attitudes towards fragrances, May 2018
                                                                      • Figure 61: Miller Harris Forage collection’s ‘Lost’, June 2018
                                                                    • How to choose a scent
                                                                    • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                        • Abbreviations
                                                                          • Consumer research methodology
                                                                            • Forecast methodology

                                                                            Fragrances - UK - August 2018

                                                                            £1,995.00 (Excl.Tax)