2021
0
China Fragrances Market Report 2021
2021-06-23T04:14:16+01:00
OX1049629
3695
139602
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Report
en_GB
“Fragrance is no longer a purely olfactory experience. With the discovery and purchase of fragrances moving online, brands need to engage as many senses as possible, encouraging consumers to use…

China Fragrances Market Report 2021

£ 3,695 (Excl.Tax)

Report Summary

“Fragrance is no longer a purely olfactory experience. With the discovery and purchase of fragrances moving online, brands need to engage as many senses as possible, encouraging consumers to use other senses such as sight and hearing to appreciate fragrances. Moreover, while fragrances always appeal emotionally to consumers, product communication needs to be more facts-based, and include and highlight ingredients to reassure consumers on product safety, just as in other beauty categories.”
– Alice Li, Associate Director

This Report looks at the following areas:

  • Changes in purchase and usage of fragrances
  • Purchase channels of fragrances
  • Purchase journey of fragrances/what consumers would do before buying new fragrances
  • Important purchase factors of fragrances

Table of Contents

  1. Overview

      • Key issues covered in this Report
        • Definitions
          • Sub-group definitions (by monthly personal income)
          • Executive Summary

              • The market
                • A promising outlook for post-pandemic fragrance market
                  • Figure 1: Forecast of value sales of fragrances, China, 2015-20
                • Companies and brands
                  • International companies continue to dominate, while the market gets more crowded
                    • Figure 2: Leading manufacturers’ share in value sales of fragrances, China, 2019 and 2020
                  • The consumer
                    • Gifting of fragrances steady after the COVID-19 outbreak
                      • Figure 3: Purchase of fragranced products in the last six months, 2020 vs 2021
                    • The majority of users use fragrances regularly
                      • Figure 4: Usage of fragranced products, 2021
                    • An online discovery and purchase journey for fragrances
                      • Figure 5: Purchase channels of fragrances in the last six months, 2021
                      • Figure 6: Things to do before buying new fragrances, 2021
                    • Natural ingredients are a more important purchase factor than the scent
                      • Figure 7: Purchase factors of fragrances, 2021
                    • Chanel and Dior are consumers’ favourite fragrance brands
                      • Figure 8: Favourite fragrance brands, 2021
                    • What we think
                    • Issues and Insights

                      • The online purchase journey calls for a new sensory vocabulary
                        • Figure 9: Diptyque Impossible Bouquets collection, global, 2020
                        • Figure 10: Jusbox Olfactive Melodies, US, 2021
                        • Figure 11: Molton Brown’s Fragrance Finder, global, 2021
                      • Accelerate education and transparency to fulfil consumer needs for clean fragrances
                        • Figure 12: Calvin Klein CK Everyone Eau de Toilette, France, 2020
                        • Figure 13: Example of The Fragrance Conservatory, US, 2020
                        • Figure 14: Examples of Corps Volatils fragrances, France, 2020
                    • Market Size and Forecast

                      • The fragrance category is poised to accelerate after COVID-19
                        • Figure 15: Values sales of fragrances, China, 2016-20 (est)
                        • Figure 16: Forecast of value sales of fragrances, China, 2015-20
                    • Market Drivers

                      • The Chinese beauty market has quickly recovered from COVID-19
                        • A greater focus on emotional wellbeing will benefit the category
                          • Online channels continue to ring up big sales
                            • New transport solutions provide opportunities for foreign niche fragrances
                              • Cruelty-free brands will have a moment with regulations update
                              • Market Share

                                • L’Oréal and Estée Lauder outperform the market
                                  • Figure 17: Leading manufacturers’ share in value sales of fragrances, China, 2019 and 2020
                                • Newcomers slip in
                                  • Figure 18: Byredo store in Shenzhen The MixC, China, 2020
                                • Local brand Boitown is expected to make it into the top 10
                                  • Figure 19: New fragrance launches from Boitown, China, 2020
                              • Competitive Strategies

                                • Market leaders maintained new fragrance launches during COVID-19
                                  • Figure 20: New fragrance launches from market leaders, China, 2020
                                • Prestige brands renew the importance of physical retail space
                                  • Figure 21: Kilian and Editions de Parfums Frédéric Malle stores in Shanghai, China, 2020
                                  • Figure 22: Juliette Has A Gun event in Bonnie&Clyde, China, 2020
                                • New local brands emerge to foster younger fragrance users
                                  • Figure 23: Scentooze Eau de Parfum, China, 2020-21
                                  • Figure 24: Young Beast Sweetened Bean Taste Eau de Parfum, China, 2020
                                • Packaging features illustration art to elevate brand image
                                  • Figure 25: New fragrance launches with packaging featuring illustration art, China, 2020
                              • Launch Activity and Innovation

                                • Unisex fragrances are quickly emerging in China
                                  • Figure 26: New fragrance launches, by sub-category, China, 2018-20
                                • Natural, sustainable fragrances are trending
                                  • Figure 27: Top claims of new fragrance launches, China, 2018-20
                                  • Figure 28: Sephora Do Not Drink Eau de Parfum, US, 2020
                                • Seasonal launches are on the rise
                                  • Figure 29: New fragrance launches with a seasonal claim, China, 2020
                                • Prestige brands launch haute couture fragrances
                                  • Figure 30: Examples of haute couture fragrance from Gucci and Armani, China, 2020
                                • More local beauty brands tap into fragrances
                                  • Figure 31: Examples of new fragrance launches from local beauty brands, China, 2020
                                • Innovation highlights
                                  • Scents for travel-deprived consumers
                                    • Figure 32: The Nue Co Forest Lungs and Aman AYOM Eau de Parfum, UK, 2020
                                  • Scents for face masks
                                    • Figure 33: Examples of fragrances for face masks, US and France, 2021
                                  • A modern approach to production and distribution
                                    • Figure 34: Examples of fragrances launched as seasonal drops, UK, 2020
                                  • Innovative packaging offers personalised experience on the spot
                                    • Figure 35: Examples of fragrances with innovative packaging, France and UK, 2020-21
                                • Purchase of Fragrances

                                  • Purchase of fragrances for personal use dips, but gifting holds steady
                                    • Figure 36: Purchase of fragranced products in the last six months, 2021
                                    • Figure 37: Purchase of fragranced products in the last six months, 2020 vs 2021
                                  • Gift givers don’t use fragrances themselves
                                    • Figure 38: Purchase of fragranced products in the last six months – Perfume in full-size, 2021
                                  • Men drive gifting of fragrances, while young women buy more for themselves
                                    • Figure 39: Purchase of fragranced products in the last six months – Perfume in full-size, by gender and age, 2020 vs 2021
                                  • Tier one city consumers are more likely to buy for themselves than lower tier cities’ urbanites
                                    • Figure 40: Purchase of fragranced products in the last six months – Perfume, by city tier, 2021
                                • Usage of Fragrances

                                  • Over half of users use fragrances regularly
                                    • Figure 41: Usage of fragranced products, 2021
                                  • Men tend to become occasional users of fragrances
                                    • Figure 42: Usage of fragranced products – Perfume, by gender, 2019 vs 2021
                                  • Women over 30 are more likely to be regular users
                                    • Figure 43: Usage of fragranced products – Perfume, by gender and age, 2021
                                • Purchase Channels

                                  • Purchase of fragrances has been shifting online…
                                    • Figure 44: Purchase channels of fragrances in the last six months, 2021
                                  • …regardless of shopping for personal use or gifting
                                    • Figure 45: Purchase channels of fragrances in the last six months, by purchase of full-sized perfumes, 2021
                                  • About one third has shopped in duty-free channels
                                    • Figure 46: Purchase channels of fragrances in the last six months – Duty-free channels, by gender and age, 2021
                                  • Women shop in more channels than men
                                    • Figure 47: Purchase channels of fragrances in the last six months, by gender, 2021
                                  • Young women have different priorities
                                    • Figure 48: Purchase channels of fragrances in the last six months, female, by age, 2021
                                • Purchase Journey

                                  • Online product reviews are more important than product trials
                                    • Figure 49: Things to do before buying new fragrances, 2021
                                  • Women value product trials more than men
                                    • Figure 50: Things to do before buying new fragrances, by gender, 2021
                                  • Young consumers are more likely to trust recommendations
                                    • Figure 51: Things to do before buying new fragrances, female, by age, 2021
                                    • Figure 52: Things to do before buying new fragrances, male, by age, 2021
                                  • Sales assistants can suggest gifting ideas
                                    • Figure 53: Things to do before buying new fragrances, by purchase of full-sized perfumes, 2021
                                • Purchase Factors

                                  • Natural ingredients come before scent and brand image
                                    • Figure 54: Purchase factors of fragrances, 2021
                                  • Consumers still prioritise scents over stories
                                    • About one third thinks gender-specific is important
                                      • Figure 55: Purchase factors of fragrances – Gender specific, by demographics, 2021
                                    • Fragrance notes more important to women while men prioritise long-lasting benefit
                                      • Figure 56: Purchase factors of fragrances – TURF analysis, female, 2021
                                      • Figure 57: Purchase factors of fragrances – TURF analysis, male, 2021
                                    • Young consumers take more factors into account
                                      • Figure 58: Purchase factors of fragrances, by age, 2021
                                  • Favourite Fragrance Brands

                                    • Chanel and Dior take the lead in consumer preference
                                      • Figure 59: Favourite fragrance brands, 2021
                                      • Figure 60: Favourite fragrance brands – Chanel and Dior, by demographics, 2021
                                  • Appendix – Market Size and Forecast

                                      • Figure 61: Value sales of fragrances, China, 2015-25
                                  • Appendix – Methodology and Abbreviations

                                    • Consumer research methodology
                                      • Abbreviations

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