This report looks at the following areas:
- China’s fragrance market size and factors influencing market development
- Competitive landscape of China’s fragrance market and analysis of leading market players
- Marketing activities of scented products and new product trends
- Usage and changes in usage of perfume and scented products in 2024
- Consumer preferences and changes in their preferences in scent types of different scented products
- Fragrance purchase factors and changes
- Choice of fragrance brands and reasons for choosing domestic fragrance brands
Domestic brands are flourishing in the low price range, amid hints of temporary consumption downgrade. Varied fragrance textures and formats and a full-bodied delivery of emotional value will inject growth momentum into the fragrance market.
Tina He, Analyst, China Insights
Market Definitions
Definition of fragrances and scented products:
- Fragrances include parfum, eau de parfum, eau de toilette and eau de cologne with a concentration of essence from 3% to 40%. Mintel uses the terms ‘perfume’ and ‘fragrance’ synonymously in this Report.
- Scented products include personal care, laundry and fabric care and homecare products provide fragrance benefits and explicitly claim such benefits (such as scented shampoo/shower gel/body lotion, scented laundry liquid/pods, scented fabric conditioner/softener and scented candles).
Market size in this Report only covers the fragrance market in China. It comprises sales through all retail channels including duty-free channels but does not cover sales in the consumer-to-consumer market (eg WeChat business or Taobao).
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Executive summary
- Key issues covered in this Report
- Definitions
- What you need to know
- The market
- Fragrance market sales will witness a decline for the first time in five years and a possible slowdown in future growth
- Market factors: low consumer willingness, market polarisation and equally strong appeal of professional and budget segments
- Companies and brands
- Market share: international beauty groups continue to lead fragrance market development, and market concentration increases
- Marketing activities: high-end brands value brand building and cultural marketing, while niche brands seek greater visibility
- Gender labels fade, as long-lasting fragrances and eco-friendly packaging claims gain significant growth
- Graph 1: mainstream claims in new fragrances, 2020-24 (January-June)
- Product examples: add more details to eco-friendly packaging, extract ethanol from recycled carbon and launch alcohol-free formulations
- The consumer
- Purchases of fragrances and scented products are similar to last year, with fragrance leading growth
- Graph 2: product purchase, 2023 vs 2024
- Across fragrance categories, floral scents are the most popular
- Natural ingredients and long-lasting fragrances remain top purchasing factors, but brand story importance has increased
- Graph 3: selected purchase factors of fragrances, 2021 vs 2024
- Graph 4: purchase factors of fragrances, 2024
- Four in ten consumers choose both domestic and foreign brands, but foreign brands come out on top in terms of overall penetration
- Graph 5: brand types of fragrances bought, 2024
- Eastern fragrance elements are the cornerstone of domestic brands
- Graph 6: reasons for buying from domestic brands, 2024
- Dates, banquets, work and gatherings remain the most common occasions, while travel scenarios have become more prevalent
- Graph 7: fragrance usage occasions, 2024
- Graph 8: fragrance usage occasions, 2022
- Creating beauty, connecting with nature, showcasing oriental culture and craftsmanship are attractive fragrance positions
- Graph 9: positioning of fragrances, 2024
- Issues and insights
- What we think
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The market
- Market size and forecast
- Affected by the overall consumption environment, the fragrance market turns downwards for the first time in five years
- Future market competition will intensify, and the market growth may slow down
- Market factors
- Low willingness to spend on beauty affects fragrance category performance
- Graph 10: categories where consumers have spent more compared to the previous month – beauty products, 2022-24
- Share of online low-priced sales increases amid fierce competition in RMB100 fragrances
- Graph 11: average price range of fragrance products on Tmall, 2022-24 (January-June)
- Graph 12: average price range of fragrance products on Douyin, 2022-24 (January-June)
- As consumers return to offline channels, professionalism and experiences become more important
- Graph 13: fragrance purchase channels, 2023
- Emotional value brought by scented products is increasingly valued
- Graph 14: BPC purchase/usage habits, 2022-23
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Companies and brands
- Market share
- Market share: international beauty groups enjoy a definitive advantage, and market concentration increases
- Chanel values brand history and cultural heritage, injecting new vitality through product innovation and celebrity endorsements
- Estée Lauder and L'Oréal succeed with rich brand portfolios and active product innovation
- LVMH and Coty rely on a few top brands, but classic products continue to generate revenue
- Numerous luxury brands cross into fragrances, monetising brand value
- The second pole that cannot be ignored – intense competition in the low-price segment, Boitown temporarily breaks through
- Tmall platform is the main stage for foreign brands, with Boitown as the only domestic brand that made it into the ranking
- Douyin: domestic brands have a competitive edge amid rapid brand turnover
- Marketing activities
- The selection of international perfume brand ambassadors follows pop culture closely, creating brand cultural value
- Localised, immersive store spaces becoming replicable models, offering cultural experiences
- Niche fragrance brands join forces, seeking survival space
- Perfume brands collaborate with theatre, hooking consumers through immersive olfactory experiences
- New product trends
- Affordable products see active launches, with mass-market and premium mass-market shares continuing to rise
- Graph 15: new fragrance products, by price positioning, 2020-24 (Jan-Jun)
- The affordable fragrance market attracts lifestyle brands, positioning perfumes as portable accessories
- Long-lasting, eco-friendly packaging and recyclable claims rise, while gender claims fall
- Graph 16: mainstream claims in new fragrances, 2020-24 (Jan-Jun)
- Enhance the environmentally friendly product image through details in the packaging
- Recycle carbon emissions to extract ethanol and promote sustainable fragrance formulations
- Eco-friendly, safe alcohol-free formulations rise in popularity, and skincare fragrances emerge
- Share of gourmand and outdoor scent types has gone up compared to last year
- Graph 17: fragrance families in new products, 2020-24 (Jan-Jun)
- Vanilla, jam and white tea scents debut, as gourmand fragrances are noted for their emotional value
- Oversea markets see gourmand fragrance innovations featuring everyday foods as a source of healing and playfulness
- Domestic brands delve into local culture and tradition
- Sprays dominate but solid and balm fragrances are on the rise
- Graph 18: mainstream formats and textures of new perfumes, 2020-24 (Jan-Jun)
- Innovations in different price tiers of solid/balm formats meet multi-tiered and diverse consumer needs
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The consumer
- Product purchase
- Fragrance and scented product purchases are similar to last year, with fragrance leading the growth
- Graph 19: product purchase, 2023 vs 2024
- Diversity in product types purchased reveals polarisation
- Graph 20: specific products purchased by consumers who have only bought one type of fragrance/scented product, 2023 vs 2024
- Graph 21: types of products purchased, 2023 vs 2024
- Heavy users of fragrance and scented products are mostly female, aged 25-39, and have high personal incomes
- Graph 22: types of products purchased, by demographic characteristics, 2024
- The proportion of consumers purchasing fragrances is higher in Tier 1 cities, while scented personal care products are popular in Tier 3 and lower cities
- Graph 23: product purchase, by city tier, 2024
- Solid fragrance/fragrance balm audience is getting younger, with a significant increase in the proportion of consumers aged 30-39
- Graph 24: solid fragrance purchase, by age, 2023 vs 2024
- Desired scent types
- Floral scents remain the most popular
- Compared to 2022, woody scents are more popular in fragrances and homecare scents
- Fragrance scent type preferences: preferences are becoming more gender-neutral, but age and income still have a significant impact
- Graph 25: desired scent types – fragrances, by age, 2024
- Graph 26: desired scent types – fragrances, by monthly personal income, 2024
- Fragrance scent type preferences: consumers in tier 1 and tier 3 and lower cities favour floral and woody scents
- Graph 27: desired scent types – fragrances, by city tier, 2024
- Scented personal care products: higher-income consumers favour floral and citrus scents
- Graph 28: desired scent types – scented personal care products, by monthly personal income, 2024
- Scented laundry & fabric care products: higher-income consumers have distinct fragrance preferences
- Graph 29: desired scent types – scented laundry & fabric care products, by monthly personal income, 2024
- Scent types of scented home products: different preferences across gender and income groups
- Graph 30: desired scent types – scented home products, by monthly personal income, 2024
- Graph 31: desired scent types – scented home products, by gender, 2024
- Scented facial skincare products: female and high-income groups prefer floral, males prefer woody
- Graph 32: desired scent types – scented facial skincare products, by gender, 2024
- Graph 33: desired scent types – scented facial skincare products, by monthly personal income, 2024
- Marine scents are more popular in summer, and oriental and leather scents are in the spotlight in winter
- Fragrance purchase factors
- Natural ingredients and long-lasting scent remain top purchase factors, but brand story is gaining importance
- Graph 34: selected purchase factors of fragrances, 2021 vs 2024
- Graph 35: purchase factors of fragrances, 2024
- Consumers aged 18-24 particularly value packaging, and celebrity endorsements/collaborations are popular among consumers aged 18-49
- Graph 36: purchase factors of fragrances, by age, 2024
- High-income groups place greater importance on fragrance longevity, richness and professional background of the brand
- Graph 37: purchase factors of fragrances, by monthly personal income, 2024
- Consumers in Tier 2 and 3 cities value high-end brand image more, while Tier 3 city consumers value professional perfumery background
- Graph 38: purchase factors of fragrances, by city tier, 2024
- Brand type of fragrances bought
- Four in ten consumers choose both domestic and foreign brands, but foreign brands come out on top in terms of overall penetration
- Graph 39: brands types of fragrances bought, 2024
- The choice of fragrance brands is passively influenced by income level
- Graph 40: brand types of fragrances bought, by monthly personal income, 2024
- Consumers aged 25-39 prefer foreign brands, while those aged 40-49 are more likely to choose both domestic and foreign brands
- Graph 41: brand types of fragrances bought, by age, 2024
- International brand advocates value professional background, while domestic brand audiences focus on value for money
- Graph 42: purchase factors of fragrances, by choice of fragrance brand, 2024
- Consumers have different scent expectations for domestic and foreign brands
- Graph 43: desired scent types – fragrances, by choice of fragrance brand, 2024
- Reasons for choosing domestic brands
- Eastern fragrance elements are the foundation of domestic brands
- Graph 44: reasons for buying from domestic brands, 2024
- Younger consumers are more attracted by packaging with Chinese characteristics, supporting domestic products is an emotional choice for 25-39-year-olds
- Graph 45: reasons for choosing domestic brands, by age, 2024
- High-income groups buy domestic brands for Chinese fragrance elements and to support domestic products
- Graph 46: reasons for buying from domestic brands, by monthly personal income, 2024
- Consumers in Tier 3 and lower tier cities buy into scent stories and niche options
- Graph 47: reasons for buying from domestic brands, by city tier, 2024
- Fragrance usage occasions
- Dates, banquets, work and parties remain the most common scenarios, while fragrance use during travel is becoming more common
- Graph 48: fragrance usage occasions, 2022
- Graph 49: fragrance usage occasions, 2024
- Women use perfume more frequently than men in social, work and travel scenarios
- Graph 50: selected fragrance usage occasion – have used, by gender, 2024
- Men are interested in using fragrances for dating, work and parties
- Graph 51: selected fragrance usage occasion – have not used, but might use in the future, by gender, 2024
- Consumers with a monthly income above RMB12,000 are more likely to use fragrances at banquets and parties
- Graph 52: selected fragrance usage occasion – have used, by monthly personal income, 2024
- Positioning of fragrances
- Creating beauty, connecting with nature and highlighting Eastern culture and craftsmanship are attractive fragrance positions
- Graph 53: positioning of fragrances, 2024
- 25-29-year-olds are interested in artistic fragrances, while 30-39-year-olds and 40-49-year-olds are into arts and culture and craftsmanship
- Graph 54: positioning of fragrances, by age, 2024
- High-income groups are more interested in arts and culture, craftsmanship and slow fragrances
- Graph 55: selected positioning of fragrances, by monthly personal income, 2024
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Issues and insights
- Solid fragrances may become a new growth point in the fragrance market
- Solid fragrances have gained traction with low prices, subtlety, longevity and portability, further winning consumer favour
- Solid fragrances have the opportunity to become essential portable products with both practicality and decorative features
- Product safety and non-allergenic properties are also potential competitive advantages, which can further develop into skincare benefits
- Domestic fragrances can differentiate in scent stories and emotional value
- Move beyond the mere symbolisation of oriental fragrance elements to create Chinese olfactory atmospheres
- The popularity of temple scents reflects consumers’ desire for emotional value
- Graph 56: ‘temple scent*’ mentions on social media**, 2023-24
- Fragrances have the potential to become the spiritual prescription for Chinese consumers
- Scented product combinations drive fragrance market sales growth
- In an era of declining consumption, bundling fragrances and scented products may drive sales performance
- A combination of fragrance and scented bodycare is the most popular
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Appendix – market size and forecast, methodology and abbreviations
- Market size and forecast
- Methodology
- Abbreviations
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