2023
0
China Fragrance Trends in BPC Market Report 2023
2023-07-13T04:11:00+01:00
OX1154645
3695
164961
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Report
en_GB
"China's fragrance market shows remarkable resilience amidst COVID-19 disruptions, with steady growth projected in 2023. The market is expanding beyond the product's olfactory appeal, touching on aspects of cultural identity,…

China Fragrance Trends in BPC Market Report 2023

£ 3,695 (Excl.Tax)

Description

“China’s fragrance market shows remarkable resilience amidst COVID-19 disruptions, with steady growth projected in 2023. The market is expanding beyond the product’s olfactory appeal, touching on aspects of cultural identity, wellbeing, and emotional enhancement. There is an evident potential for brands to engage consumers with clean formulations, unique storytelling, and cultural elements, ultimately nurturing the deeply personal and emotional connection users have with their fragrances.”

– Renee Gu, Senior Analyst

Key issues covered in this Report

  • Future market outlook and growth prospects in the next five years
  • Latest new product trends and competitive marketing activities
  • Purchase of perfume, scented personal care products and scented household products
  • Consumers’ motivation in buying perfume for personal use
  • Emotional expectations on fragrance, scented personal care products and scented household products
  • Interesting features in fragrance that drive purchase
  • Perceptions of different fragrance brands

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Definitions
  2. Executive Summary

    • The market
      • Figure 1: Best and worst case forecast of retail sales of fragrance market, China, 2017-27 (est)
    • Companies and brands
      • Figure 2: Leading manufacturers’ share in value sales of fragrances, china, 2021 and 2022
    • The consumer
    • Scented personal care products and perfume are gaining popularity
      • Figure 3: Product purchased for self-use in the last six months , 2023
    • Fragrance usage- long-standing habit with new adopters
      • Figure 4: Years of using fragrances, 2023
    • Perfume is still primarily used for aiding self-assurance
      • Figure 5: Reasons for buying perfume for personal use, 2023
    • Key themes and motivations in using scent products- pleasure, confidence and serenity
      • Figure 6: Emotional expectation on fragrance/scented products, 2023
    • Clean formulation and emotional benefits are attractive features in perfumes
      • Figure 7: Fragrance features of interest, 2023
    • International luxury brands are viewed as premium but could be lack of uniqueness
      • Figure 8: Correspondence analysis- Brand perceptions, 2023
    • What we think
  3. Issues and Insights

    • Scent storytelling that resonates with local culture
      • Figure 9: Black Claw Angelica Perfume, China, 2022
      • Figure 10: DOCUMENT scented sachet, China, 2023
    • Extend the scented offering into adjacent category
    • Provide the personal care experience with olfactory pleasure
    • And provide a sense of calm to anchor in the turbulent time
      • Figure 11: TOCCA Florence Oilo Profumato, China, 2023
      • Figure 12: Edeniste perfume usage steps, UK, 2022
  4. Market Size and Forecast

    • Fragrance market shows resilience and recovery
      • Figure 13: Retail value and growth rate of fragrance market, China, 2017-22
      • Figure 14: Best and worst case forecast of retail sales of fragrance market, China, 2017-27 (est)
  5. Market Factors

    • Personalisation of fragrance in off-site venues might be promising
    • Consumers’ spending sentiment may become more reserved
    • Technology that evokes emotions from scent that are unique to the consumers’ cultural background
      • Figure 15: ScentMove by Firmenich, Swizerland, 2020
    • Offline channel restores its position while online channels are also crucial
    • Online channels are promoting the lifestyle of wearing perfume
      • Figure 16: Word cloud of keyword search of ‘perfume/scented products’ on social media Xiaohongshu and short livestreaming platform Douyin, China, 1st July 2022-30th June 2023
  6. Market Share

    • Foreign players maintain the dominance while the market sees the strong force from domestic brands
      • Figure 17: Leading manufacturers’ share in value sales of fragrances, china, 2021 and 2022
  7. Marketing Activities

    • Connect with consumers intellectually
      • Figure 18: DOCUMENT Yuyuan Study, China, 2023
      • Figure 19: AESOP Womem’s literature library, China, 2023
    • More small and niche brands enter the market
  8. New Product Trends

    • Mass perfume are increasing in new launch
      • Figure 20: Price positioning of perfume new launches, China, 2021-23 (Jan-May)
    • Natural and ethical claims are of importance
      • Figure 21: Top 10 claims in new product launches in fragrance category, by market, 2022
    • Consumers look to the power to heal of aromatherapy
      • Figure 22: Top 15 in new product launches in fragrance category, china, 2021-23 (Jan-May)
    • Escapism in perfumery
      • Figure 23: Dioriviera Eau de parfum, France, 2023
      • Figure 24: To Summer Hawthorn scented candle, China, 2023
    • Slow down the ritual
      • Figure 25: Maison Sambin Perfume, France, 2023
    • Defining the ‘Chinese Scent’
      • Figure 26: Fushengliuji Perfume, China, 2022
    • Seasonal scented product inspired by traditional festivals and culture
      • Figure 27: BEAST Home Scent summer limited edition, China, 2023
    • Biotech to make perfume making more sustainable
      • Figure 28: Aeir bio-engineered fragrance, USA, 2022
  9. Product Purchase

    • Purchase of perfume remain stable, while the scented haircare product saw increase
      • Figure 29: Product purchased for self-use in the last six months , 2023
    • The use of scent is more prevalent among male consumers aged 25-29
      • Figure 30: Products purchased for self-use in the last six months, male, by age, 2023
    • Female aged 25-39 are heavier fragrance purchasers
      • Figure 31: Product purchased for self-use in the last six months, female, by age, 2023
    • Perfume is most prevalent in tier 1 urbanites while the appeal of scented personal care products is stronger in lower tier cities
      • Figure 32: Product purchase for self-use in the last six months, by city tier, 2023
  10. Years of Using Fragrances

    • Majority of consumers have long standing fragrance usage
      • Figure 33: Years of using fragrances, 2023
    • More consumers are starting to use perfume compared to 2020
      • Figure 34: Years of using fragrances, 2020 vs 2023
    • The category new joiners are mainly less affluent consumers
      • Figure 35: Years of using fragrances, by monthly personal income, 2023
    • Male are also picking up the use of perfume with one fourth of relative new category users
      • Figure 36: Years of using fragrances, by gender, 2023
  11. Reasons for Buying Perfume for Personal Use

    • The social confidence and self-care purpose are prominent in personal consumption of perfume
      • Figure 37: Reasons for buying perfume for personal use, 2023
    • Male and female consumers have different motivations when purchasing fragrances
      • Figure 38: Reasons for buying perfume for personal use, by gender, 2023
    • Younger generations seek to fulfil their olfactory curiosity
      • Figure 39: Reasons for buying perfume for personal use, by generation, 2023
  12. Emotional Expectation on Fragrance/Scented Products

    • Different categories of scented products are expected to evoke different emotions
      • Figure 40: Emotional expectation on fragrance/scented products, 2023
    • Pleasure and confidence are main expectations from perfume, especially among middle aged women
      • Figure 41: Emotional expectation on perfume, female, by age, 2023
    • The affluent hold more emotional expectations on perfume, and the demand for pleasure is particularly strong
      • Figure 42: Emotional expectation on perfume, by monthly personal income, 2023
    • Emotional expectations are cultivated through time of use
      • Figure 43: Emotional expectation on perfume, by years of using fragrances, 2023
    • Relaxation and pleasure are key words for scented bodycare products across the age groups among female consumers
      • Figure 44: Emotional expectation on scented bodycare products, female, by age, 2023
  13. Features of Interest in Fragrance

    • Clean formulation and emotionally healing are desirable in fragrance
      • Figure 45: features of interest in fragrance, 2023
    • Local elements are the biggest trigger of purchase in the last half year
      • Figure 46: Fragrance features of interest, by purchase of perfume for self-use, 2023
    • Consumers becoming more discerning with scent experience
      • Figure 47: Fragrance features of interest, by years of using fragrances, 2023
    • Female value the composition and ingredient of fragrance more than male
      • Figure 48: Fragrance features of interest, by gender, 2023
    • Younger female consumers look for uniqueness in fragrances, niche brand is their preferred shortcut to achieve the goal
      • Figure 49: Fragrance features of interest, female, by age, 2023
    • Affluent consumers look for more exclusiveness in fragrance
      • Figure 50: Fragrance features of interest, by monthly personal income, 2023
  14. Brand Perceptions

    • International niche perfume brands hold the edgy image
      • Figure 51: Correspondence analysis- Brand perceptions, 2023
    • Both genders hold similar view on domestic brands and high earners find domestic brands unique and fun
      • Figure 52: Perceptions of domestic perfume brands, by gender, 2023
      • Figure 53: Perceptions of domestic perfume brands, by monthly personal income, 2023
    • International well-known luxury brand may lack charm to new joiners
      • Figure 54: Perceptions of well-known luxury perfume brands, by years of using fragrances, 2023
  15. Beauty Persona

    • Who are they?
    • Beauty Mavens are more avant-garde in adopting emerging scented product formats
      • Figure 55: Product purchase for self use in the last six months, by beauty persona, 2023
    • Aggressive Apprentices are marching into the perfume category
      • Figure 56: Years of use, by beauty persona, 2023
    • The discerning Beauty Mavens are interested in the rarity of ingredients in fragrance
      • Figure 57: Fragrance features of interest, by beauty persona, 2023
  16. Appendix – Market Size and Forecast

      • Figure 58: Market value of fragrance, China, 2017-27
  17. Appendix – Methodology and Abbreviations

    • Methodology
    • Abbreviations

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