Sorry for interrupting, this website uses cookies to improve your experience. We'll assume you're ok with this, but you can opt-out if you wish. Learn more
Accept & Close

Fragrances - UK - August 2019

Covered in this report

This report examines the UK market for men’s and women’s fragrances, including parfum, eaux de toilettes (EdT), eaux de parfums (EdP) and colognes:

  • Parfums or perfume extracts have a 15-40% concentration of essence
  • Eaux de parfum (EdP) have a 10-30% concentration of essence
  • Eaux de toilette (EdT) have a 5-20% concentration of essence.
  • Colognes, often referred to as eaux de cologne (EdC), have a 3-5% concentration of essence

“The market is estimated to decline by 0.8% to £1.48 billion in 2019 before a longer-term period of growth as consumers trade up to more sophisticated formats. Brands may need to consider ethical values, ingredient transparency or more unique benefits to differentiate from competitors and command a price premium. Gender is at the heart of the category right now, with men expecting more sophisticated messaging and women balancing femininity with feminism. Unisex brands could find themselves on top if they can create a sense of equality.”
- Alex Fisher, Associate Director BPC

This Report will cover the following areas:

  • The effect of modern masculinity
  • Unlocking inner potential

What you get

What's included

Why buy from us?

Succeed

Our reports will provide you with market data, consumer research and competitive intelligence to succeed in your market.

Instant Access

Buy now and you'll have instant access to the information you need to make the right decisions.

Opportunities

Find out what's next in the markets that matter to you: where opportunities lie and what challenges you will face.

Trusted

A business Superbrand, Mintel is a source you can trust. We have been defining and refining the Market Intelligence mix since 1972.

Table of contents

  1. Overview

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

          • The market
            • A bump in the road
              • Figure 1: Best- and worst-case forecast of UK value sales of fragrances and body sprays, 2014-24
            • Companies and brands
              • Take the lead
                • Figure 2: Manufacturer shares in fragrances only, top four and other, 2018
                • Figure 3: Brand shares in body sprays only, year ending May 2019
              • Unisex or unique
                • Figure 4: New product development in fragrances and body sprays, by segment, January 2016-June 2019
              • The consumer
                • What I’m looking for
                  • Figure 5: Usage of fragrances, May 2018 and June 2019
                • A rose by any other name
                  • Figure 6: Preferred scent type, by gender, June 2019
                • Achieving balance
                  • Figure 7: Emotive benefits of fragrance, by gender, June 2019
                • Function vs discovery
                  • Figure 8: Retailers where fragrances are purchased (online), June 2019
                  • Figure 9: Retailers where fragrances are purchased (in-store), June 2019
                • Unanswered questions
                  • Figure 10: Attitudes towards fragrances, June 2019
                • What we think
                • Issues and Insights

                  • The effect of modern masculinity
                    • The facts
                      • The implications
                        • Unlocking inner potential
                          • The facts
                            • The implications
                            • The Market – What You Need to Know

                              • A bump in the road
                                • A man’s world
                                  • Each to their own
                                    • Know your consumers
                                    • Market Size and Forecast

                                      • Female fragrances stall the category
                                        • Figure 11: UK retail value sales of fragrances and body sprays, at current and constant prices, 2014-24
                                      • Trade-up drives future growth
                                        • Figure 12: Best- and worst-case forecast of UK value sales of fragrances and body sprays, 2014-24
                                      • Forecast methodology
                                      • Market Segmentation

                                        • Fine fragrances appeal to the modern man
                                          • Figure 13: UK retail value sales of fragrances only, by sector, 2017-19 (est)
                                        • Body sprays’ success is short-lived
                                          • Figure 14: UK retail value sales of body sprays only, by sector, 2017-19 (est)
                                      • Channels to Market

                                        • Fragrances’ success drives high-end retail
                                          • Figure 15: UK retail value sales of fragrances only, by outlet type, 2017 and 2018
                                        • Body sprays benefit from own-label innovation
                                          • Figure 16: UK retail value sales of body sprays only, by outlet type, 2017 and 2018
                                          • Figure 17: Boots Live + Be Beautiful Connection body mist, June 2019
                                      • Market Drivers

                                        • Scent stealers
                                          • Choosing a target
                                            • Figure 18: Trends in the age structure of the UK population, 2013-23
                                          • Unisex appeal
                                            • Figure 19: Any usage of beauty/grooming categories, all vs Generation X (NET), November 2018
                                          • Financial confidence growing
                                            • Figure 20: Trends in consumer sentiment for the coming year, June 2019
                                          • Rules of attraction
                                            • Figure 21: Length of relationships looking for on dating websites/apps, by gender, February 2019
                                            • Figure 22: Charlotte Tilbury Scent of a Dream Eau de Parfum, 2016
                                        • Companies and Brands – What You Need to Know

                                          • Take the lead
                                            • Unisex or unique
                                              • More than a woman
                                                • Make it your own
                                                • Market Share

                                                  • Powerful manufacturers push fragrances
                                                    • Figure 23: Manufacturer shares in fragrances only, top four and other, 2017 and 2018
                                                    • Figure 24: Examples of prestige fragrance launches from Coty. 2018
                                                  • Leading body spray brands show decline
                                                    • Figure 25: Brand shares in body sprays only, years ending May 2018 and 2019
                                                    • Figure 26: Premium body spray/mist launches, 2018
                                                • Launch Activity and Innovation

                                                  • Inspired to innovate
                                                    • Figure 27: New product development in fragrances and body sprays, by launch type, January 2016-June 2019
                                                    • Figure 28: New product development in fragrances and body sprays, by price positioning, January 2016-June 2019
                                                  • Women reach a turning point
                                                    • Figure 29: New product development in fragrances and body sprays, by segment, January 2016-June 2019
                                                    • Figure 30: Examples of unisex fragrances inspired by location, 2018-19
                                                  • Ethics are the new luxury
                                                    • Figure 31: Top fastest-growing and declining claims in fragrances and body sprays, % change 2017-18
                                                    • Figure 32: Examples of fragrance launches with sustainable claims, 2018
                                                  • Confidence in me
                                                    • Figure 33: Awake Organics Natural Perfume Oils gift set, 2018
                                                  • New approaches
                                                    • Figure 34: Proportion of NPD in fragrances and body sprays, by top ultimate companies and other, 2018
                                                    • Figure 35: Examples of format innovation in fragrance, 2018-19
                                                  • Own-label keeps body sprays fresh
                                                    • Figure 36: Examples of own-label body spray launches, 2018-19
                                                • Advertising and Marketing Activity

                                                  • Tip of the iceberg
                                                    • Figure 37: Total above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, January 2016-May 2019
                                                  • Smaller brands utilise digital
                                                    • Figure 38: Total above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, by media type, January 2016-May 2019
                                                  • Women lag behind while men are underestimated
                                                    • Figure 39: Dior fragrances TV campaigns (Joy, J’adore, Sauvage), 2018
                                                    • Figure 40: Total above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, by product type, January 2016-May 2019
                                                    • Figure 41: John Boyega as The Gent, July 2019
                                                  • Waiting for something new
                                                    • Figure 42: Total above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, by top companies, 2018
                                                  • Nielsen Ad Intel coverage
                                                  • Brand Research

                                                      • Brand map
                                                        • Figure 43: Attitudes towards and usage of selected brands, May 2019
                                                      • Key brand metrics
                                                        • Figure 44: Key metrics for selected brands, May 2019
                                                      • Brand attitudes: Gucci sets itself apart from other fashion houses through quality
                                                        • Figure 45: Attitudes, by brand, May 2019
                                                      • Brand personality: Traditionally male brands appear accessible
                                                        • Figure 46: Brand personality – macro image, May 2019
                                                      • Male fragrances have more differentiated images
                                                        • Figure 47: Brand personality – micro image, May 2019
                                                      • Brand analysis
                                                        • Chanel is well loved
                                                          • Figure 48: User profile of Chanel, May 2019
                                                        • Gucci has the ingredients for success
                                                          • Figure 49: User profile of Gucci, May 2019
                                                        • Dior should borrow from its fashion image
                                                          • Figure 50: User profile of Dior, May 2019
                                                        • Try, try again for Boss
                                                          • Figure 51: User profile of Boss, May 2019
                                                        • Vera Wang can investigate ethics
                                                          • Figure 52: User profile of Vera Wang, May 2019
                                                        • David Beckham relies on personal reputation
                                                          • Figure 53: User profile of David Beckham, May 2019
                                                        • JOOP! comes out to play
                                                          • Figure 54: User profile of JOOP!, May 2019
                                                      • The Consumer – What You Need to Know

                                                        • What I’m looking for
                                                          • A rose by any other name
                                                            • Achieving balance
                                                              • Function vs discovery
                                                                • Unanswered questions
                                                                • Usage of Fragrances

                                                                  • Everyday luxury
                                                                    • Figure 55: Usage of fragrances, May 2018 and June 2019
                                                                  • Use declines with age
                                                                    • Figure 56: Usage of fragrances, by age, June 2019
                                                                • Scent Types

                                                                  • Following tradition
                                                                    • Figure 57: Preferred scent type, by gender, June 2019
                                                                  • Scent preferences among men
                                                                    • Young and sweet
                                                                      • Figure 58: Men’s preferred scent type, by age, June 2019
                                                                    • The human league
                                                                      • Scent preferences among women
                                                                        • Not so different after all
                                                                          • Figure 59: Women’s preferred scent type, by age, June 2019
                                                                        • Wake up and smell the roses
                                                                        • Fragrance and Emotion

                                                                          • What women want
                                                                            • Figure 60: Emotive benefits of fragrance, by gender, June 2019
                                                                          • Not in the mood
                                                                            • Figure 61: Examples of UK fragrance launches with aromatherapy claims, 2019
                                                                          • Emotions sought by men
                                                                            • A little romance
                                                                              • Figure 62: Emotive benefits of fragrance among men, by age, June 2019
                                                                            • Take it down a notch
                                                                              • Emotions sought by women
                                                                                • The struggle for power
                                                                                  • Figure 63: Emotive benefits of fragrance among women, by age, June 2019
                                                                                • How to be a girl
                                                                                  • Figure 64: Lancôme Idôle, July 2019
                                                                              • Purchase of Fragrances

                                                                                • Leave it to me
                                                                                  • Figure 65: Fragrance purchase in the last 12 months, by age, June 2019
                                                                                • Store choice is everything
                                                                                  • Figure 66: Retailers where fragrances are purchased (in-store), June 2019
                                                                                • Considerations change online
                                                                                  • Figure 67: Retailers where fragrances are purchased (online), June 2019
                                                                                  • Figure 68: Browsing for fragrances online, heat map, April 2019
                                                                                • Online is key for gifting
                                                                                  • Figure 69: Online retailers where fragrances are purchased, by type of purchase, June 2019
                                                                              • Attitudes towards Fragrances

                                                                                • The art of subtlety
                                                                                  • Figure 70: Attitudes towards fragrances, June 2019
                                                                                  • Figure 71: D.S. & Durga I Don’t Know What Eau de Parfum Fragrance Enhancer, 2018
                                                                                • Younger consumers could move on
                                                                                  • Figure 72: Agreement with attitudinal statements, by age, June 2019
                                                                              • Appendix – Data Sources, Abbreviations and Supporting Information

                                                                                  • Abbreviations
                                                                                    • Consumer research methodology
                                                                                      • Market Forecast methodology

                                                                                      Fragrances - UK - August 2019

                                                                                      £1,995.00 (Excl.Tax)