2021
9
UK Fragrances Market Report 2021
2021-10-13T04:12:42+01:00
OX1049183
2195
143461
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Report
en_GB
“The return of social occasions in 2021 provides a positive outlook for fragrances, while the reintroduction of in-store testers will encourage experimentation, seeing the category show some recovery in the…

UK Fragrances Market Report 2021

£ 2,195 (Excl.Tax)

Description

Providing the most comprehensive and up-to-date information and analysis of the UK Fragrances market, including the behaviours, preferences and habits of the consumer.

The COVID-19 pandemic has changed the way consumers use fragrance, with consumers swapping higher priced formats such as perfume / aftershave for lower cost alternatives. The increased time spent at home, coupled with some price sensitivity, reduced the need for more expensive formats. The economic impact of the pandemic has also changed people’s shopping habits, with 49% of adults saying that the added cost discourages them from buying eco-friendly BPC products.

The fragrance market witnessed a 10.3% decline in value in 2020, with the pandemic leading to a decline in usage occasions. Store closures resulted in sampling challenging, with 44% of adults who use and buy fragrance claiming that the inability to visit store in-person led to them delaying or abandoning fragrance purchases during the lockdowns. However, social media usage amongst younger consumers supported continued experimentation, with 39% of 16–19-year-olds watching online tutorials related to beauty and personal care since the outbreak.

The biggest current threat to the fragrance market will be the shift towards hybrid forms of working, with continued home-working limiting usage occasions within fragrances. Ongoing prioritisation around savings and price scrutiny will mean consumers are reluctant to use more expensive fragrances unless they are going out.

Sustainability and wellbeing are major opportunities for the category, with  sustainability in BPC becoming more mainstream. The majority of buyers are interested in how fragrance impacts their mood, looking to the category to help relieve feelings of stress.

Read on to discover more details or take a look at all of our Beauty and Personal Care market research.

Quickly understand

  • The impact of COVID-19 on fragrance and body sprays.
  • The value of individual segments and brand performance.
  • Changes in usage behaviours in the last 12 months.
  • Evolving priorities when purchasing fragrance.
  • Associations by different fragrance brand types.
  • Fragrance industry market share.
  • Fragrance market segmentation.
  • Home fragrance industry.

Covered in this report

Brands: Hyram Yarbro, Floral Street, Jo Loves, Marc Jacobs, Lynx, Impulse, So…?, Charlie, Victoria’s Secret, David Beckham, Brut, Coty Estée Lauder, L’Oréal, Avon, Ormonde Jayne, Parfums Cartier, Marks and Spencer (M&S), Diptyque 34, Superdrug, The Body Shop, Skinny Dip, Euroitalia, Ellis Brooklyn Bee, Rituals Cosmetics, LVMH, Natura & Co, Shiseido, Puig Beauty & Fashion Group, Calvin Klein, Chanel.

Expert analysis from a specialist in the field

This report, written by Maddie Malone, a leading analyst in the Beauty sector, delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The return of social occasions in 2021 provides a positive outlook for fragrances, while the reintroduction of in-store testers will encourage experimentation, seeing the category show some recovery in the second half of the year. Long-term growth will be muted, however, as consumers shift back to old habits, which include shopping for discounts/special offers. Brands can add value by creating new usage occasions, such as fragrances for loungewear or to sleep with mood-boosting and relaxation properties. The shift to lower-priced alternatives, such as scented toiletries, can benefit the body sprays segment particularly as usage rebounds in 2021.

Maddie Malone
Beauty and Personal Care Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • COVID-19: market context
    • Economic and other assumptions
    • Products covered in this Report
  2. Executive Summary

    • Impact of COVID-19 on fragrance
      • Figure 1: Short-, medium- and long-term impact of COVID-19 on fragrance, 2021
    • The market
    • Fragrances will bounce back
      • Figure 2: Market forecast for fragrance and body sprays, 2016-26
    • Future-proof with hybrid fragrance sampling
    • Companies and brands
    • Brands drive newness in old favourites in 2021
      • Figure 3: New product launches in the fragrance and body spray category, by launch type, 2018-21
    • Fragrance brands focus on hero products
      • Figure 4: Manufacturer shares in fragrance, top four and other, 2020
    • Own-label body sprays weather the storm
      • Figure 5: Brand shares in body sprays, 2021
    • The consumer
    • COVID-19 removed usage occasions
      • Figure 6: Fragrance usage and purchase behaviours impacted by COVID-19, 2021
    • Usage shifts to lower-priced options
      • Figure 7: Types of fragrance formats used, 2019, 2020 and 2021
    • 2021 gifting period brings opportunities
      • Figure 8: Purchase of fragrance, 2020 and 2021
    • Online-only retailers see significant engagement
      • Figure 9: Places of purchase of fragrance, 2021
    • Diversity is important…even in fragrance
      • Figure 10: Fragrance usage behaviours, 2021
    • Maximise the wellbeing opportunity
      • Figure 11: Factors influencing choice of fragrance, 2021
    • High-street fragrance brands can combat the ‘basic’ image
      • Figure 12: Correspondence analysis, June 2021
  3. Issues and Insights

    • Fragrances set to bounce-back after COVID-19
    • Facilitate hybrid shopping in fragrance
  4. The Market – Key Takeaways

    • Renewed consumer confidence aids COVID-19 recovery
    • Channel shifts will have a lasting impact
    • Value for money will continue to be important
  5. Market Size and Performance

    • Fragrance recovery looms
      • Figure 13: Short-, medium- and long-term impact of COVID-19 on fragrance, 2021
    • Fragrance was struggling even before the pandemic
      • Figure 14: UK retail value sales of fragrance, 2016-26
  6. Market Forecast

    • Recovery expected in 2021
      • Figure 15: Market forecast for fragrance and body sprays, 2021-26
    • Market drivers and assumptions
      • Figure 16: Key drivers affecting Mintel’s market forecast, 2015-25
    • Forecast methodology
  7. COVID-19 Scenario Performance

    • Mintel’s approach to predicting the impact of COVID-19
    • Fundamental differences in how COVID-19 is affecting consumer markets
    • Extended disruption would significantly impact fragrances
      • Figure 17: COVID-19 scenario forecasts for fragrance and body sprays, 2016-26
    • Rapid recovery already expected
    • COVID-19 market disruption: risks and outcomes
      • Figure 18: Summary of Mintel scenario expectations and the impact on the fragrances market, 2021
  8. Market Segmentation

    • Fine fragrance witnesses a dip
      • Figure 19: UK retail value sales of fragrance, by sector, 2019-21 (est)
    • Unisex fragrance sees year-on-year growth
    • Body sprays set to benefit in 2021
      • Figure 20: UK retail value sales of body sprays, by sector, 2019-21
  9. Channels to Market

    • Government restrictions impact fragrance purchase channels
      • Figure 21: UK retail value sales of fragrance, by outlet type, 2019-21
    • Department stores face challenges
    • Online sees significant growth
    • Body sprays fare well online
      • Figure 22: UK retail value sales of body sprays, by outlet type, 2019-21
  10. Market Drivers

    • Consumer confidence returns…
      • Figure 23: Trends in consumer sentiment for the coming year, 2020-21
    • …but price scrutiny will persist
    • Use TikTok to talk to teens
      • Figure 24: UK population estimates and projections, 2015-25
    • Internet usage continues to rise
      • Figure 25: Internet usage in the last 3 months yearly percentage change, 2006-20
    • Drive the sustainability agenda
      • Figure 26: Floral street Arizona bloom, 2020
  11. Companies and Brands – Key Takeaways

    • COVID-19 forces brands to consolidate costs
    • Shift to digital will be long-lasting
    • Ethical claims become increasingly important
  12. Market Share

    • All major fragrance brands see a dip
      • Figure 27: Manufacturer shares in fragrance, top four and other, 2019-20
    • Body sprays see mixed performance
      • Figure 28: Brand shares in body sprays, 2020 and 2021
  13. Launch Activity and Innovation

    • Relaunch activity designed to add value
      • Figure 29: New product launches in the fragrance and body spray category, by launch type, 2018-21
      • Figure 30: Examples of relaunch activity designed to add value in the fragrance category, 2021
    • Sustainability is a focus for packaging innovation
      • Figure 31: Examples of NPD in sustainable packaging in the fragrance category, 2021
    • Unisex fragrance sees growth in 2021
      • Figure 32: New product launches in the fragrance and body spray category, by sub-category, 2018-21
    • Ethical claims become increasingly prevalent
      • Figure 33: Fastest growing claims in the fragrance and body spray category, 2019-20
      • Figure 34: Body mist launches that carry ethical claims, 2021
    • Botanical fragrances gain prevalence
      • Figure 35: Top five claims in the fragrance and body spray category (based on 2021), 2018-21
      • Figure 36: Examples of NPD in botanical/herbal products in the fragrance category, 2021
    • Estée Lauder dominates NPD in 2020
      • Figure 37: New product launches in the fragrance and body spray category, by ultimate company, 2020
  14. Advertising and Marketing Activity

    • 2020 sees a dip in recorded advertising spend
      • Figure 38: Total above-the line, online display and direct mail advertising expenditure on fragrance, 2018-21
    • TV dominates spend but digital gains investment
      • Figure 39: Total above-the line, online display and direct mail advertising expenditure on fragrance, by media type, 2018-21
      • Figure 40: Jo loves, live story, event sessions, 2020
    • Use cross-category campaigns to build reach
      • Figure 41: Calvin Klein CK everyone campaign, 2020
    • Advertising spend dominated by major players
      • Figure 42: Total above-the line, online display and direct mail advertising expenditure on fragrance, 2020
    • The gender gap in recorded advertising spend gets smaller
      • Figure 43: Total above-the line, online display and direct mail advertising expenditure on fragrance, by product type, 2018-21
    • Nielsen Ad Intel coverage
  15. Brand Research

    • Brand map
      • Figure 44: Attitudes towards and usage of selected brands, 2021
    • Key brand metrics
      • Figure 45: Key metrics for selected brands, 2021
    • Brand attitudes: consumers are willing to pay more for Marc Jacobs
      • Figure 46: Attitudes, by brand, 2021
    • Brand personality: Gucci is perceived as exclusive
      • Figure 47: Brand personality – Macro image, 2021
    • Jo Malone and Calvin Klein are viewed as innovative
      • Figure 48: Brand personality – Micro image, 2021
    • Brand analysis
    • Marc Jacobs is perceived as fun and appeals to younger consumers
      • Figure 49: User profile of Marc Jacobs, 2021
    • Gucci’s exclusivity attracts more affluent consumers
      • Figure 50: User profile of Gucci, 2021
    • Calvin Klein is viewed as natural and effective
      • Figure 51: User profile of Calvin Klein, 2021
    • Ted Baker is popular amongst young consumers
      • Figure 52: User profile of Ted Baker, 2021
    • Consumers feel proud to associate with Burberry
      • Figure 53: User profile of Burberry, 2021
    • Jo Malone stands out as innovative
      • Figure 54: User profile of Jo Malone, 2021
    • David Beckham scores well in consumer awareness
      • Figure 55: User profile of David Beckham, 2021
    • Jennifer Lopez battles with low usage
      • Figure 56: User profile of Jennifer Lopez, 2021
    • Reading word clouds
  16. The Consumer – Key Takeaways

    • COVID-19 simplifies usage behaviours
    • Add value in ways beyond price
    • Future-proof by facilitating hybrid fragrance shopping
  17. Impact of COVID-19 on Consumer Behaviour

    • The pandemic has a mixed impact on financial situations
      • Figure 57: Mintel’s GB COVID-19 Tracker, 2021
    • Consumers are embracing a more natural look
      • Figure 58: Beauty/grooming routine changes since the start of the COVID-19 outbreak, 2021
      • Figure 59: Diptyque Eau Plurielle, Multi-usage Fragrance, 2015
    • BPC shoppers are moving online
      • Figure 60: Channels used to purchase beauty/grooming products since the start of the COVID-19 outbreak, 2021
    • Home fragrance becomes more important
      • Figure 61: Fragrance usage behaviours impacted by COVID-19, 2021
    • Fragrance usage remains even when at home
    • Lockdowns impacted experimentation
      • Figure 62: Fragrance experimentation behaviours impacted by COVID-19, 2021
  18. Types of Fragrance Used

    • A shift to lower-priced alternatives
      • Figure 63: Types of fragrance formats used, 2019, 2020 and 2021
    • Younger consumers are more receptive to unisex fragrances
      • Figure 64: Usage of male/female/unisex fragrance, by age, 2021
  19. Purchase of Fragrance

    • The pandemic impacts gifting
      • Figure 65: Purchase of fragrance, 2020 and 2021
    • Future-proof with hybrid shopping
      • Figure 66: Places of purchase of fragrance, 2021
      • Figure 67: Amazon salon, point-and-learn technology, 2021
    • Younger consumers move towards online-only operators
      • Figure 68: Purchase of fragrance from online-only retailers, by age, 2021
    • Social media drives experimentation for younger consumers
    • International travel restrictions impact purchases through duty free
      • Figure 69: Purchase of fragrance in duty-free stores, by age, 2021
  20. Fragrance Usage Behaviours

    • Tap into interest in mood
      • Figure 70: Fragrance usage behaviours, 2021
      • Figure 71: Phantom eau de toilette, Paco Rabanne
    • Ethics become increasingly important to consumers
    • Make research easy
    • Fragrance bottle aesthetics are important
    • Opportunity within seasonal fragrance
      • Figure 72: Use of different fragrance to suit the seasons, by age, 2021
  21. Factors Influencing Fragrance Choice

    • Stress-relief capabilities are a priority for fragrance consumers
      • Figure 73: Factors influencing choice of fragrance, 2021
    • Equip users with adjustable fragrance
    • Consider more functional usage occasions
    • Consumers look to fragrance to boost mental clarity
  22. Fragrance Brand Type Associations

    • High-street fashion brands can combat ‘basic’ image
      • Figure 74: Correspondence analysis, June 2021
      • Figure 75: Attitudes towards fragrance brand types, 2021
    • Challenge the hype of celebrity fragrance
    • Expertise drives perceptions
  23. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  24. Appendix – Central Forecast Methodology

    • Market forecast and prediction intervals
      • Figure 76: UK retail value sales of fragrance, 2016-26
    • Market drivers and assumptions
      • Figure 77: Key drivers affecting Mintel’s market forecast, 2021-26
    • Forecast methodology
  25. Appendix – COVID Scenario Performance Methodology and Assumptions

    • Scenario performance
      • Figure 78: COVID-19 scenario forecasts for fragrance and body sprays, 2016-26
    • Rapid COVID recovery, central and extended COVID disruption scenarios outline
    • Scenario methodology

About the report

This market report provides in-depth analysis and insight supported by a range of data. At the same time, introductory and top-level content is provided to give you an overview of the issues covered.

Market

Mintel provides a range of market information, frequently through the category level, including market size and forecasting, complete with market drivers that illustrate the forces that shape a category or market.

Consumer

Mintel’s proprietary consumer research provides our analysts with the attitudinal and behavioral data used to provide valuable insight to topical issues.

Brand/Company

Mintel provides overviews of the top brands and manufacturers, and uses consumer research to explore attitudes and reactions to brands, as well as insight into what will resonate with consumers.

Data

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*databooks not available with UK B2B Industry reports.

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