Fragrances - US - September 2017
After several years of weak performance, the $3.8 billion US fragrance market continues to see sales slide, especially in the women’s fragrance segment. Heavy competition within and beyond the category has resulted in slow category growth. Despite these challenges, interest is solid in natural fragrances, customized options, and fragrances with added benefits. Online tools, apps, and fragrance testing technologies offer additional opportunities for innovators in the category.
This report looks at the following areas:
- Sales decline in 2017 as the market continues to face challenges
- Declines steepest in women’s fragrance segment
- Penetration is high, but usage is irregular
The growing number and range of scented personal care products, which can offer scent as well as functional benefits, has been a key factor dampening sales in the women’s fragrance segment. Women are more likely than men to trade out scented body products for traditional fragrance products. Women aged 18-34, a critical demographic for the fragrance market, are among the most likely to report that they use scented body care products either in addition to or instead of fragrances
Younger age groups are the most engaged in the overall beauty and personal care category, as well as in fragrances. Those aged 18-24 are the most likely to use fragrances both overall and on a regular basis, closely followed by those aged 25-34. Younger users are also influenced by a range of other measures, including interest in fragrances with added benefits and product innovations.
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