UK Fragrances Market Report 2022
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In the UK, 59% of fragrance buyers do not think that low price is a top three most important factor when purchasing fragrance, indicating a reluctance to trade down in the category, despite rising economic concerns around inflation.
History has shown that the prestige segment performs well in challenging economic settings, meaning that the category may be less affected by consumers feeling the pinch. However, there is still opportunity to cater for all through strategies such as shrinkage.
The fragrance market is threatened by the hybrid working that has become the norm post-pandemic. With many fragrance users opting to avoid wearing scent when they’re not leaving the house, brands could face challenges around reduced usage. To offset this, there is an opportunity for dual packs, whereby brands provide a body spray equivalent to a more expensive perfume or aftershave, designed to be used for non-occasions.
An opportunity for the fragrance category lies in innovation in subscriptions, particularly as loyalty in the category is so high. This will also reduce the risk of consumers shopping around to find the best price, or holding off for discount-led events, such as Black Friday, which can work to erode the value of the category.
Key Issues Covered in this Report
- The impact of rising inflation on fragrance.
- Innovation in the fragrance category.
- Advertising and marketing activity in the fragrance category.
- Usage and purchase of fragrance during the last 12 months.
- Purchase priorities and drivers within fragrance.
- Interest in innovation in fragrance products.
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Overview
- Key issues covered in this Report
- Market context
- Products covered in this Report
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Executive Summary
- The five-year outlook for fragrance
- Figure 1: Category outlook for fragrances and body sprays, 2022-27
- The market
- Inflation boosts growth in 2022
- Figure 2: Market size for fragrances and body sprays, 2017-27
- Companies and brands
- Packaging innovation dominates relaunch activity
- Figure 3: New product launches in the fragrance and body spray category, by launch type, 2019-22
- Unisex becomes commonplace
- Figure 4: New product launches in the fragrance and body spray category, by sub-category, 2019-22
- The consumer
- Body sprays can tap into economic concerns
- Figure 5: Types of fragrance formats used, 2021 and 2022
- Consider scent concentrations
- Figure 6: Usage behaviours in fragrance, 2022
- Combat online sampling challenges
- Figure 7: Purchase of fragrance, by channel, 2022
- Support in application to help scent last
- Figure 8: Purchase priorities in fragrance, 2022
- Familiarity drives spend in fragrance
- Figure 9: Purchase drivers in fragrance, 2022
- Opportunity in scent boosters
- Figure 10: Interest in fragrance innovation, 2022
- Be as transparent as possible
- Figure 11: Attitudes towards fragrance, 2022
- The five-year outlook for fragrance
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Issues and Insights
- Explore new ways to offer value
- Tap into opportunities in adjacent categories
- Enhance brand image with transparency
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Market Size and Performance
- Fragrance recovery boosted by inflation
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- Figure 12: Market size for fragrances and body sprays, 2017-22
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Market Forecast
- The return of usage occasions boosts fragrance
- Figure 13: Category outlook for fragrances and body sprays, 2022-27
- Inflation drives growth in 2022
- Figure 14: Market forecast for fragrances and body sprays, 2022-27
- Figure 15: Market size for fragrances and body sprays, 2022-27
- Learnings from the last income squeeze
- Figure 16: UK value sales of fragrances and body sprays, 2007-17
- Forecast methodology
- The return of usage occasions boosts fragrance
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Market Segmentation
- Fine fragrances defy economic concerns
- Figure 17: UK retail value sales of fragrances, by sector, 2020-22
- Women’s body sprays outperform men’s
- Figure 18: UK retail value sales of body sprays, by sector, 2020-22
- Fine fragrances defy economic concerns
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Channels to Market
- H&B retailers lead with value
- Figure 19: UK retail value sales of fragrance, by outlet type, 2020-22
- Savvy shopping presents an opportunity for discounters and grocers
- Online behaviours persist in fragrance
- Fragrance specialists and department stores can lead with experimentation
- Rising economic concerns boost discounters in body sprays
- Figure 20: UK retail value sales of body sprays, by outlet type, 2020-22
- H&B retailers lead with value
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Market Drivers
- Income squeeze may see consumers cut back in BPC
- Figure 21: Changes to beauty/grooming behaviours since the start of COVID-19, 2021
- Inflation will weigh down the post-COVID recovery
- The conflict in Ukraine will hurt the UK economy
- Eco-friendly behaviours are hindered by inconvenience
- Figure 22: Reasons for not using/being interested in BPC refill concepts, 2021
- Hygiene concerns around sampling persist
- Figure 23: Interest areas when shopping for beauty/personal care products, 2021
- Design for a growing teen population
- Figure 24: Trends in the age structure of the UK population, 2016-26
- Reviews remain pivotal in BPC
- Figure 25: Pre-purchase beauty/grooming research, 2022
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- Figure 26: Example of social media based reviews, The Perfume Shop, 2022
- Maximise the gifting opportunity
- Figure 27: BPC products purchased as a gift in the last 12 months, 2022
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- Figure 28: Example of understated seasonal packaging, 2021
- Hybrid working is here to stay
- Figure 29: Post-COVID-19 working from home status, 2021
- Income squeeze may see consumers cut back in BPC
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Market Share
- Estée Lauder and L’Oréal boosted by NPD
- Figure 30: Manufacturer shares in fragrance, top four and other, 2020-21
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- Figure 31: Examples of innovation from Estée Lauder and L’Oréal, 2021
- Advertising investments support growth at Coty
- Innovation in everyday fragrance could support Chanel
- Convenience and value boost major brands
- Figure 32: Brand shares in body sprays, 2021 and 2022
- David Beckham battles with overhyped perceptions
- A mixed picture for other brands
- Estée Lauder and L’Oréal boosted by NPD
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Launch Activity and Innovation
- Relaunch activity focuses on packaging
- Figure 33: New product launches in the fragrance and body spray category, by launch type, 2019-22
- Figure 34: Examples of packaging-focused relaunches in fragrance, 2021 and 2022
- Unisex fragrance becomes commonplace
- Figure 35: New product launches in the fragrance and body spray category, by sub-category, 2019-22
- Figure 36: Examples of high-street retailers innovating in unisex fragrance, 2021
- Brands go a step further with ethical claims
- Figure 37: Fastest-growing claims in the fragrance and body spray category, 2020-21
- Figure 38: Example of fragrance launches that support good causes, 2021
- Jo Malone spotlights mental health
- Figure 39: Example of ethical – charity initiative from Jo Malone, 2022
- Celebrity fragrance aims to tackle overhyped perceptions
- Figure 40: Examples of celebrity fragrance launches, 2022
- Focus on facilitating discovery
- Figure 41: Examples of discovery sets within fragrance, 2022
- Botanical/herbal launches focus on holistic wellness
- Figure 42: Top five claims in the fragrance and body spray category (based on 2021), 2019-22
- Figure 43: Examples of fragrance launch activity with botanical/herbal claims, 2021 and 2022
- LVMH drives NPD
- Figure 44: New product launches in the fragrance and body spray category, by ultimate company, 2021
- Figure 45: Example of Guerlain launch activity, 2021
- Relaunch activity focuses on packaging
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Advertising and Marketing Activity
- Boost to above-the-line advertising spend in fragrance
- Figure 46: Total above-the line, online display and direct mail advertising expenditure on fragrances, 2019-22
- TV continues to dominate spend
- Figure 47: Total above-the line, online display and direct mail advertising expenditure on fragrance, by media type, 2019-22
- Diptyque taps into the seasonal opportunity
- Chanel No. 5 spotlights experience
- Figure 48: Chanel No. 5 experience at Harrods store and Selfridges store, London, 2021
- Major players drive spend
- Figure 49: Total above-the line, online display and direct mail advertising expenditure on fragrance, 2021
- Paco Rabanne targets multiple senses
- The gender gap in recorded advertising spend continues to shrink
- Figure 50: Total above-the line, online display and direct mail advertising expenditure on fragrance, by product type, 2019-22
- Nielsen Ad Intel coverage
- Boost to above-the-line advertising spend in fragrance
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Brand Research
- Brand map
- Figure 51: Attitudes towards and usage of selected brands, 2022
- Key brand metrics
- Figure 52: Key metrics for selected brands, 2022
- Yves Saint Laurent benefits from quality perceptions
- Figure 53: Attitudes, by brand, 2022
- Autograph is viewed as accessible
- Figure 54: Brand personality – macro image, 2022
- Guerlain stands out for being expert
- Figure 55: Brand personality – micro image, 2022
- Brand analysis
- Paco Rabanne stands out for expertise
- Yves Saint Laurent is viewed as indulgent
- Zara is viewed as quirky
- Autograph battles with old-fashioned perceptions
- Guerlain stands out for expertise
- Jennifer Lopez is seen as ethical
- Fenty Beauty stands out as fun
- Diptyque is viewed as innovative
- Brand map
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Types of Fragrance Used
- Boost demand for body sprays by partnering with beauty subscription services
- Figure 56: Types of fragrance formats used, 2021 and 2022
- Drive repertoires by creating a spa-like environment
- Figure 57: Repertoire analysis for fragrance usage, 2022
- Innovation will drive unisex usage
- Figure 58: Types of fragrance scents used, 2021 and 2022
- Boost demand for body sprays by partnering with beauty subscription services
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Fragrance Usage Behaviours
- Maximise gifting occasions
- Figure 59: Usage behaviours in fragrance, 2022
- Consider scent concentrations
- Cater for in-home occasions
- Offset financial concerns with dual packs
- Figure 60: Change in usage behaviours of fragrance due to financial concerns, by age, 2022
- Target the menstrual cycle opportunity
- Figure 61: Interest in fragrance designed to be used during the menstrual cycle, by age, 2022
- Figure 62: Example of menstrual-cycle-based fragrance, 2022
- Maximise gifting occasions
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Channels Used to Buy Fragrances
- Combat online sampling challenges
- Figure 63: Purchase of fragrance, by channel, 2022
- Offer online support to the over-65s
- Figure 64: Attitudes towards fragrance, 2022
- Combat online sampling challenges
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Fragrance Purchase Priorities
- Support in application to help scent last
- Figure 65: Purchase priorities in fragrance, 2022
- Pay attention to next-generation long-lasting claims in NPD
- Figure 66: Example of long-lasting fragrance innovation, 2022
- Consider shrinkage to tackle price concerns
- Prestige brands can target men
- Figure 67: Net of top three purchase priorities in fragrance, by gender, 2022
- Make eco-friendly formats more hygienic
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- Figure 68: Relaunch of Glossier You Solid format, 2022
- Shake-up bottle design
- Figure 69: Oriflame signature packaging, 2022
- Support in application to help scent last
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Fragrance Purchase Drivers
- Familiarity drives spend in fragrance
- Figure 70: Purchase drivers in fragrance, 2022
- Align mood with in-store discovery
- Figure 71: YSL Scent-Sation in-store technology, 2022
- Figure 72: Purchase drivers in fragrance, by age, 2022
- Incentivise recommendations in fragrance
- Reward brand loyal customers
- Maximise the social media opportunity
- Build on existing scent finders with free samples
- Familiarity drives spend in fragrance
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Interest in Fragrance Innovation
- Opportunity in scent boosters
- Figure 73: Interest in fragrance innovation, 2022
- Encourage more usage occasions
- Tap into opportunities in other categories
- Figure 74: Example of fragrance and haircare partnership, 2021
- Consider ingredients that repel insects
- Figure 75: Example of fragrance with insect-repellent properties, 2021
- Appeal to women through a focus on experience
- Figure 76: Interest in fragrance innovation, by gender, 2022
- Support the skin’s microbiome
- Figure 77: Example of fragrance primer launch, 2022
- Offer consultations to cater for individual senses
- Figure 78: TURF analysis – fragrances, June 2022
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- Figure 79: Table – TURF analysis – fragrances, 2022
- Opportunity in scent boosters
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Attitudes towards Sustainability in Fragrance
- Innovate in eco-friendly packaging
- Figure 80: Attitudes towards sustainability in fragrance, 2022
- Be as transparent as possible
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- Figure 81: Example of transparency in fragrance, 2022
- Think outside the box with sustainable innovation
- Innovate in eco-friendly packaging
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
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Appendix – Market Size and Forecast
- Market forecast and prediction intervals
- Figure 82: Market forecast and prediction intervals for the UK fragrance category, 2022-27
- Market drivers and assumptions
- Forecast methodology
- Market forecast and prediction intervals
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