2020
9
UK Fragrances Market Report 2020
2020-09-04T09:28:41+01:00
OX989414
2195
124737
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Report
en_GB
“The fragrance category was in decline before the COVID-19 outbreak and has been one of the hardest hit categories in 2020, with a particularly slow recovery forecast. Confined to their…

UK Fragrances Market Report 2020

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Fragrances market, its consumers and the major players who make up the market.Whilst COVID-19 has created a more challenging environment for fragrance brands, the category had lost its lustre prior to the outbreak, with value sales falling 4% to £1.4 billion in 2019. Online growth is exacerbating savvy shopping behaviours as 29% of adults now shop online for fragrances, whilst 39% of fragrance consumers shop around to get the best prices.

Quickly Understand

  • The impact of COVID-19 on the fragrance market?
  • Launch activity and opportunities for 2020 and beyond?
  • How usage and shopping habits have changed in response to COVID-19?
  • The value of individual segments and brand performance in 2019?
  • Fragrance discovery and the evolution of the purchase journey?

Covered in this report

Fragrance market, fragrance market size, perfume market size, flavors & fragrances market, fragrance statistics, fragrance analysis, perfume advertisement analysis, fragrance industry market analysis and fragrance industry market analysis pdf.

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

Manufacturers include: Coty, Estée Lauder, L’Oréal, Chanel and Others. Brands discussed: Lynx, Impulse, So…?, Charlie, Victoria’s Secret, David Beckham, adidas, Own-label and Others.

Expert analysis from a specialist in the field

Written by Samantha Dover, a leading analyst in the Beauty and Personal Care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The fragrance category was in decline before the COVID-19 outbreak and has been one of the hardest hit categories in 2020, with a particularly slow recovery forecast. Confined to their homes, consumers have reduced their usage of beauty products deemed non-essential and the category has suffered due to its reliance on travel retail. Many fragrances brands will be forced to pivot their offer towards adjacent categories to drive demand.

Samantha Dover
Beauty and Personal Care Analyst

Table of Contents

  1. Overview

    • What you need to know
    • Key issues covered in this Report
    • Products covered in this Report
    • COVID-19: Market Context
  2. Executive Summary

    • The market
    • Fragrances loses its lustre before COVID-19
      • Figure 1: UK central forecast value sales of fragrances and body sprays (prepared 17 July 2020), 2015-25
    • The impact of COVID-19 on fragrances
    • COVID-19 accelerates the decline
      • Figure 2: Expected impact of COVID-19 on fragrances in the short, medium and long term, 17 July 2020
    • COVID-will drive conscious consumerism
    • Growth in self-care can create new usage occasions
    • Companies and brands
    • NPD growth not enough to boost sales
      • Figure 3: New product launches in the fragrance and body-spray category, by launch type, January 2017-June 2020
    • The consumer
    • Usage dips as repertoires decline
      • Figure 4: Types of fragrance formats used, June 2019 and June 2020
    • Unisex fragrances have niche appeal
      • Figure 5: Types of fragrance scents used, June 2020
    • COVID-19 drives down fragrance usage
      • Figure 6: Change in frequency of fragrance usage since the COVID-19/coronavirus outbreak, June 2020
    • Value for money is the priority
      • Figure 7: Fragrance purchase drivers, June 2020
    • Consumers are torn between masstige and prestige
      • Figure 8: Average spend on fragrances, June 2020
    • Eco-ethical concerns offer premiumisation opportunities
      • Figure 9: Factors that would encourage higher value purchases, June 2020
    • In-store trial remains influential
      • Figure 10: Fragrance purchase journey, June 2020
    • Fragrance recommendations need to evolve
      • Figure 11: Interest in fragrance innovations, June 2020
    • Demand for affordable fine fragrances is strong
      • Figure 12: Fragrance usage and purchase behaviours, June 2020
    • What we think
  3. The Impact of COVID-19 on Fragrances

    • The market
    • Significant disruptions in 2020
    • Brand preferences will shift
    • The online channel gains prominence
    • Companies and brands
    • Christmas gifting needs a new approach in 2020
    • Brands innovate for changing consumer demands
    • Marketing strategies evolve in response to disruption
    • Discounting will erode brand perceptions
    • Brands can get creative on social media
    • The consumer
    • Spending power has been impacted
    • Social distancing subdues fragrance usage
    • Masstige fragrances will gain prominence
    • The ‘doing more with less’ mindset will shape purchase decisions
    • Offer affordable alternatives to fine fragrances
  4. Issues and Insights

    • Respond to price sensitivity with value-driven propositions
    • The facts
    • The implications
    • Reimagine the online experience for the post-COVID-19 era
    • The facts
    • The implications
  5. The Market – What You Need to Know

    • COVID-19 accelerates value sales decline
    • A hit to disposable incomes will create challenges
    • Unisex growth boosted by innovation
    • Channel disruption in 2020 will have a lasting impact
    • Masstige disruption expected to accelerate
    • Pressure mounting on brands to embrace sustainability
  6. Market Size and Forecast

    • Significant disruption in the short term
      • Figure 13: Expected impact of COVID-19 on fragrances in the short, medium and long term, 17 July 2020
    • Short term
    • Medium term
    • Long term
    • Sales were in decline before COVID-19
      • Figure 14: UK value sales of fragrances and body sprays (prepared 17 July 2020), 2015-25
    • A slow recovery expected
      • Figure 15: UK central forecast value sales of fragrances and body sprays (prepared 17 July 2020), 2015-25
    • A recession will drive masstige popularity
      • Figure 16: UK value sales of fragrances and body sprays, 2007-17
  7. Market Segmentation

    • Unisex fragrances continue to outperform
      • Figure 17: UK retail value sales of fragrances, by sector, 2018-20 (est)
    • Innovation needed to boost demand for body sprays
      • Figure 18: UK retail value sales of body sprays, by sector, 2018-20
  8. Channels to Market

    • Online-only and discount retailers gain ground in fragrances
      • Figure 19: UK retail value sales of fragrances only, by outlet type, 2019-20
    • Health and beauty specialists suffer from COVID-19 disruption
    • Grocers see their share of body spray sales fluctuate
      • Figure 20: UK retail value sales of body sprays only, by outlet type, 2019-20
  9. Market Drivers

    • COVID-19 hits consumer confidence
      • Figure 21: Mintel’s financial confidence index, January 2015-June 2020
    • Consumer spending power will be impacted
      • Figure 22: Real wage growth – average weekly earnings vs inflation, June 2018-May 2020
    • Online growth driven by savvy shopping habits
      • Figure 23: Channels used to purchase fragrances in the last 12 months, by gender, June 2020
    • Store experience influences prestige shoppers
      • Figure 24: Sources of information when buying prestige BPC products, October 2019
    • Consumers want more for their money
      • Figure 25: BPC purchase behaviours, October 2019
    • A reliance on gifting
    • Young consumers drive demand for natural fragrances
      • Figure 26: Types of fragrances typically purchased, by age and gender, April 2020
    • Green penetration lags behind
      • Figure 27: Purchase of eco-friendly and regular BPC products, by category, November 2019
    • Population trends will influence demand
      • Figure 28: Projected trends in the age structure of the population, 2018-28
  10. Companies and Brands – What You Need to Know

    • Mixed results from the leading players
    • Increased NPD driven by unisex launches
    • Wellbeing launches gain traction in 2020
    • Fragrance advertising is highly competitive
    • Marketing efforts pivot amidst COVID-19 disruption
    • Disruptive brands continue to have a niche following
  11. Market Share

    • L’Oréal and Chanel outperform in fragrances
      • Figure 29: Manufacturer shares in fragrances, top four and other, 2018 and 2019
    • So…? continues its winning streak in body sprays
      • Figure 30: Brand shares in body sprays, years ending May 2019 and 2020
  12. Launch Activity and Innovation

    • NPD remains robust
      • Figure 31: New product launches in the fragrance and body-spray category, by launch type, January 2017-June 2020
    • Elevate fragrances through collaborations
      • Figure 32: Examples of fragrance product launches carrying collaborative claims, 2019-20
    • Sustainable ingredient sourcing is a priority
      • Figure 33: Examples of fragrance product launches carrying eco/ethical claims, 2020
    • Packaging innovation needed to drive eco engagement
      • Figure 34: Fastest growing and declining claims in the fragrance and body spray category, 2018-19
    • Aromatherapy fragrances align with the growth in the wellbeing trend
      • Figure 35: Top 5 claims in the fragrance and body spray category (based on 2020), January 2017-June 2020
    • Retro scents evoke nostalgic sentiments
      • Figure 36: Examples of fragrance product launches carrying aromatherapy claims, 2020
    • Limited edition fragrances gain momentum
      • Figure 37: Examples of fragrance product launches carrying limited edition claims, 2020
    • Women’s fragrances regain ground in 2020
      • Figure 38: New product launches in the fragrance and body spray category, by sub-category, January 2017-June 2020
    • COVID-19 presents brand extension opportunities
    • LVMH dominates fragrance NPD
      • Figure 39: New product launches in the fragrance and body spray category, by ultimate company, 2019
    • Unilever and So…? compete for body spray sales
      • Figure 40: Examples of new product launches in the body spray segment, 2019
  13. Advertising and Marketing Activity

    • Advertisers up the ante later in the year
      • Figure 41: Total above-the line, online display and direct mail advertising expenditure on fragrances, January 2017-May 2020
    • Fragrance brands respond to changing consumer sentiment
      • Figure 42: Penhaligon’s Homepage, July 2020
    • TV advertising dominates expenditure
      • Figure 43: Total above-the line, online display and direct mail advertising expenditure on fragrances, by media type, January 2017-May 2020
    • Online engagement has become more important
      • Figure 44: Jo Loves Instagram, April 2020
    • L’Oréal Luxe continues to lead spending
      • Figure 45: Total above-the line, online display and direct mail advertising expenditure on fragrances, 2019
    • Men’s fragrance advertising lags behind
      • Figure 46: Total above-the line, online display and direct mail advertising expenditure on fragrances, by product type, Jan 2017-May 2020
    • Nielsen Ad Intel coverage
  14. Brand Research

    • Brand map
      • Figure 47: Attitudes towards and usage of selected brands, July 2020
    • Key brand metrics
      • Figure 48: Key metrics for selected brands, July 2020
    • Brand attitudes: Molton Brown benefits from strong brand awareness
      • Figure 49: Attitudes, by brand, July 2020
    • Brand personality: Floral Street and NEOM are seen as ethical
      • Figure 50: Brand personality – macro image, July 2020
    • Influencer and celebrity brands lead on glamour
      • Figure 51: Brand personality – micro image, July 2020
    • Brand analysis
    • Molton Brown in a strong position to make gains in fragrance
      • Figure 52: User profile of Molton Brown, July 2020
    • Ariana Grande Fragrances youthful image sets it apart
      • Figure 53: User profile of Ariana Grande Fragrances, July 2020
    • KAYALI benefits from its sister brand’s strength
      • Figure 54: User profile of KAYALI, July 2020
    • NEOM is innovative and efficacious, but wellbeing claims may be lost
      • Figure 55: User profile of NEOM, July 2020
    • Floral Street battles with limited brand awareness
      • Figure 56: User profile of Floral Street, July 2020
  15. The Consumer – What You Need to Know

    • Fragrances see a reduction in spend
    • Consumers reduce their fragrance repertoire
    • Encouraging more frequent usage will be challenging
    • Mood enhancing claims and limited editions add value
    • Fragrance discovery is reliant on physical stores
    • Consumers want personalised recommendations
    • Affordable formats set to gain popularity
  16. The Impact of COVID-19 on Beauty Consumers

    • Consumers cut back on overall BPC spend
      • Figure 57: Change in BPC spending since the start of the COVID-19/coronavirus outbreak, by age, 18-30 June 2020
    • Fragrances are hard hit by reduced spend
      • Figure 58: BPC categories that have seen a reduction in spending since the start of the COVID-19/coronavirus outbreak, 18-30 June 2020
    • The outbreak has changed consumer priorities
      • Figure 59: Why consumers have reduced BPC spending since the start of the COVID-19/coronavirus outbreak, 18-30 June 2020
    • Newness can be used to encourage spending
      • Figure 60: Why consumers have increased BPC spending since the start of the COVID-19/coronavirus outbreak, 18-30 June 2020
    • Where consumers shop for beauty is changing
      • Figure 61: Changes to selected shopping behaviours since the COVID-19/coronavirus outbreak, 9-15 July 2020
    • Value for money doesn’t necessarily mean discounts
      • Figure 62: How BPC spending habits will change if consumers face an income squeeze, 18-30 June 2020
    • Brands with a conscience will resonate
    • Encourage experimentation with added value
      • Figure 63: Neom Instagram, June 2020
  17. Types of Fragrances Used

    • Fragrance usage dips in 2020
      • Figure 64: Types of fragrance formats used, June 2019 and June 2020
    • Eco-friendly concerns impact repertoires
      • Figure 65: Repertoire of fragrance formats used, June 2020
    • Usage continues to be driven by young consumers
      • Figure 66: Types of fragrance formats used, by age and gender, June 2020
    • Young consumers embrace unisex scents
      • Figure 67: Types of fragrance scents used, by age, June 2020
  18. Frequency of Fragrance Usage

    • Once a day usage reigns supreme
      • Figure 68: Frequency of fragrance usage, by age, June 2020
    • Older consumers save it for a special occasion
      • Figure 69: Purchase of fragrances for different occasions, by age and gender, June 2010
    • Usage frequency impacted by COVID-19
      • Figure 70: Change in frequency of fragrance usage since the COVID-19/coronavirus outbreak, June 2020
  19. Fragrance Purchasing

    • Price is the priority when buying fragrances
      • Figure 71: Fragrance purchase drivers, June 2020
    • Demand for quality drives prestige purchasing
    • Fragrance spend is evenly distributed
      • Figure 72: Average spend on fragrances, June 2020
    • Young consumers are less willing to spend
      • Figure 73: Fragrance price positioning, by age, June 2020
    • Limited editions could boost market value
      • Figure 74: Factors that would encourage higher value purchases, June 2020
    • Sustainability can drive premiumisation
  20. Fragrance Discovery

    • Stores remain influential
      • Figure 75: Fragrance purchase journey, June 2020
    • Innovation needed at store level to restore trust
    • There are also opportunities to offer an elevated experience.
    • Avestan reimagines the in-store experience
      • Figure 76: Avestan flagship store in London, 2019
    • Connect the online and offline worlds
    • Create hype to attract consumers back in store
    • Men and women approach fragrance discovery differently
      • Figure 77: Fragrance purchase journey, by gender, June 2020
    • Young consumers are embracing online research
      • Figure 78: Fragrance purchase journey, by age, June 2020
    • Social media is driving purchasing
      • Figure 79: Fragrance purchase after viewing social media content, June 2020
  21. Interest in Fragrance Innovations

    • Online fragrance recommendations need to evolve
      • Figure 80: Interest in fragrance innovations, June 2020
    • Emotive fragrances present opportunities to boost value purchases
      • Figure 81: Willingness to pay more for fragrances that enhance mood, by age and gender, June 2020
    • Target men and women with different in-store experiences
      • Figure 82: Interest in fragrance innovations, by gender, June 2020
    • Youth experimentation boosts interest in fragrance devices
      • Figure 83: Interest in fragrance innovations, by age, June 2020
  22. Fragrance Usage and Purchase Behaviours

    • An income squeeze will drive demand for greater affordability
      • Figure 84: Fragrance usage and purchase behaviours, June 2020
    • Men are driven by brand name
      • Figure 85: Agreement with select fragrance usage and purchase behaviours, by gender, June 2020
    • Collaborations appeal to young consumers
      • Figure 86: Agreement with select fragrance usage and purchase behaviours, by age, June 2020
    • Fragrance wardrobes popular amongst affluent Millennials
      • Figure 87: Fragrances – CHAID – Tree output, June 2020
      • Figure 88: Fragrances – CHAID – Table output, June 2020
    • CHAID-analysis methodology
  23. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology

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