The category has to cater to consumers owning multiple fragrances, with 28% of women who use fragrance claiming to currently own five or more different fragrances. This is also reflected in the types of fragrances used by consumers, which vary in price points, as low-cost body sprays/mists are the most widely used fragrance format, followed by fragrance EDPs, which are traditionally the most expensive fragrance products.
While the cost-of-living crisis will continue to drive financial cautiousness, consumers will be looking for products that offer value, but also prioritise their physical and mental health in order to cope with daily stress. Despite a difficult macroeconomic context, the fragrance category is benefiting from a positive sentiment from consumers, as they see these products as an affordable luxury tied with wellbeing benefits.
The fragrance category will have to answer to a growing polarisation of the market, with a rising awareness of dupe fragrances, appealing to consumers looking to trade down, and the rise of niche fragrances with a premium price positioning and entry-level luxury positioning. The biggest threat to the category therefore is that dupe fragrances lessen the compromise of trading down.
Looking ahead, the category has an opportunity to respond to shifting consumer shopping habits with solutions that improve sampling and offer seamless experiences both offline and online. Meanwhile, it will also be crucial for the category to start rethinking fragrance gender models in order to cater to the next generation (Gen Z) by moving away from stereotypical male and female scents, and offering packaging and campaigns that cater to all.
Key Issues Covered in the Report
- How usage has shifted in fragrances and body sprays during the last 12 months.
- The impact of the rising cost of living on how people shop fragrances and body sprays.
- The polarised outlook for the fragrance category amid the current income squeeze.
- The rising prevalence of dupe innovation in fragrance and how prestige brands can respond.
- How retailers can respond to changing shopping behaviours in fragrance.
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Overview
- Key issues covered in this Report
- 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, 2023-27
- The market
- Fragrance desirability drives sales
- Figure 2: Market forecast for fragrances and body sprays, 2018-28
- Companies and brands
- New products focus on sustainability and safety
- Figure 3: New product launches in the fragrance and body spray category, by launch type, 2020-23
- Bring purpose to unisex fragrances
- Figure 4: New product launches in the fragrance and body spray category, by sub-category, 2020-23
- The consumer
- Drive intensity of fragrances to bring a sense of luxury
- Figure 5: Types of fragrance formats used, 2023
- Continue to blur gender lines in fragrances
- Figure 6: Types of fragrances used, gendered vs unisex, 2021-23
- Recapture female fragrances by providing options
- Figure 7: Ownership of fragrances, 2023
- Promote quality to drive desirability
- Figure 8: Average spend on fragrances, 2023
- Enhance the gifting experience with personalisation
- Figure 9: Barriers to buying fragrance, 2023
- Stimulate all senses to promote wellbeing benefits of fragrances
- Figure 10: Attitudes towards fragrance products, 2023
- Position dupes as an entry gate to the fragrance category
- Rethink the sampling process to facilitate product discovery
- Figure 11: Fragrance shopping behaviours, 2023
- The five-year outlook for fragrance
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Issues and Insights
- Prioritise loyalty to drive extra spend amid the cost-of-living crisis
- Capitalise on the senses and the feelgood effect of fragrances
- Explore new shopping streams to cater for the next generation
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Market Size and Performance
- Fragrance desirability drives sales
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- Figure 12: Market size for fragrances and body sprays, 2018-23
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Market Forecast
- Fragrance desirability bodes well for the category’s future
- Figure 13: Category outlook for fragrances and body sprays, 2023-27
- A polarised outlook for fragrances
- Figure 14: Market forecast for fragrances and body sprays, 2018-28
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- Figure 15: Market forecast for fragrances and body sprays, at constant and current prices, 2023-28
- Learnings from the last income squeeze
- Forecast methodology
- Fragrance desirability bodes well for the category’s future
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Market Segmentation
- Men’s fine fragrances drive growth
- Figure 16: UK retail value sales of fragrances, by segment and price positioning, 2021-23
- Unisex increases its share of the category
- Body sprays/mists benefit from significant growth
- Figure 17: UK retail value sales of body sprays, by segment, 2021-23
- Men’s fine fragrances drive growth
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Channels to Market
- Health & beauty retailers remain the go-to channel for fragrances
- Figure 18: UK retail value sales of fragrance, by retail channel, 2021-23
- Fragrance specialists focus on consumer loyalty
- Department store growth picks up thanks to niche offerings and experiential retail
- Fashion retail innovation appeals to value-focused shoppers
- Online outperforms for fragrances and body sprays
- Figure 19: UK retail value sales of body sprays, by retail channel, 2021-23
- Grocers dominate, but discounters gain share of body sprays
- Health & beauty retailers remain the go-to channel for fragrances
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Market Drivers
- High inflation will continue in 2023
- Consumer spending power will be curbed
- Shifting priorities focus on health and financial security
- Figure 20: Change in priorities as a result of the cost-of-living crisis, 2023
- Address rising competition from own-label brands
- Figure 21: Changes to shopping behaviours in BPC in order to save money, 2022
- Emphasise long-lasting results as a value incentive
- Figure 22: Factors that drive premium/luxury-branded BPC purchases, 2022
- Promote sustainable initiatives as part of wellbeing and cost-saving rituals
- Figure 23: Barriers to buying eco-friendly beauty/grooming products, 2023
- Boost sustainable behaviours by rewarding loyalty
- Figure 24: Attitudes towards loyalty/reward schemes, 2023
- Drive product discovery and ease of shopping online
- Figure 25: Factors that drive online beauty/grooming purchases, 2022
- Adapt to the next generation’s habits
- Figure 26: Gen Z lifestyle behaviours, 2022
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Market Share
- Coty leads thanks to diverse portfolio and sustainable initiatives
- Figure 27: UK retail value sales of fragrances, by manufacturer, 2021 and 2022
- L’Oréal capitalises on appetite for fine fragrance
- Figure 28: Examples of Prada fragrance launches, 2022-23
- Estée Lauder benefits from niche fragrance positioning
- Chanel releases new fragrance and modernises ambassadors
- Increased competition challenges Impulse and Charlie
- Figure 29: Retail value sales of body sprays, by brand, 2022 and 2023
- Innovation supports leading players
- Social media activity boosts smaller disruptors
- Coty leads thanks to diverse portfolio and sustainable initiatives
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Launch Activity and Innovation
- New products focus on sustainability and safety
- Figure 30: New product launches in the fragrance and body spray category, by launch type, 2020-23
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- Figure 31: Examples of fragrance launches which carry sustainability and/or safety-led claims, 2023
- Bring purpose to unisex fragrances
- Figure 32: New product launches in the fragrance and body spray category, by sub-category, 2020-23
- Figure 33: Examples of unisex fragrance launches with additional benefits, 2023
- Create packaging to stand the test of time
- Figure 34: Fastest-growing claims in the fragrance and body spray category, 2021-22
- Figure 35: Examples of fragrance launches which carry eco-friendly packaging claims, 2023
- Drive escapism by appealing to senses and imagination
- Figure 36: Top 5 claims in the fragrance and body spray category (based on 2022), 2020-23
- Figure 37: Examples of fragrance launches which carry botanical/herbal claims, 2023
- Create eco-friendlier formulas through science and technology
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- Figure 38: Examples of fragrance launches with eco-friendly formulas, 2023
- Expand usage of female fragrances to give the category a boost
- Figure 39: Examples of female fragrance launches with different formats and benefits, 2023
- Go beyond typical formats
- Figure 40: Example of format innovation within fragrance, 2023
- Niche perfumery drives innovation for fragrance companies
- Figure 41: New product launches in the fragrance and body spray category, by top 10 ultimate companies, 2022
- Body spray/mists have a moment
- Figure 42: Examples of body spray/mist launches, 2023
- Seasonality poses an opportunity for body sprays/mists
- Figure 43: Fastest-growing claims in the fragrance and body spray category, 2021-22
- Major companies drive NPD in body sprays/mists
- Figure 44: New product launches in the body spray/mist category, by top 10 ultimate companies, 2022
- Figure 45: Examples of new body spray/mist products from Unilever and Natura &Co, 2022
- New products focus on sustainability and safety
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Advertising and Marketing Activity
- Advertising spend grows thanks to gifting occasions
- Figure 46: Total above-the-line, online display and direct mail advertising expenditure on fragrances, 2020-23
- The new faces of fragrance
- Figure 47: Total above-the-line, online display and direct mail advertising expenditure on fragrances, by advertising channel, 2020-23
- Drive self-expression through fragrances
- Figure 48: Example of fragrance collaboration between Guerlain and Maison Matisse, 2023
- Improve diversity and inclusion in fragrance advertising
- Figure 49: Total above-the-line, online display and direct mail advertising expenditure on fragrance, by products type, 2020-23
- L’Oréal accelerates investment in AI and technology
- Figure 50: Total above-the-line, online display and direct mail advertising expenditure on fragrances, by leading advertisers, 2022
- Nielsen Ad Intel coverage
- Advertising spend grows thanks to gifting occasions
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Brand Research
- Brand map
- Figure 51: Attitudes towards and usage of selected brands, 2023
- Key brand metrics
- Figure 52: Key metrics for selected brands, 2023
- Dior benefits from high levels of trust
- Figure 53: Attitudes, by brand, 2023
- Versace is seen as exclusive
- Figure 54: Brand personality – macro image, 2023
- Figure 55: Brand personality – micro image, 2023
- Brand analysis
- Dior is seen as diverse
- Versace can drive usage frequencies
- Prada can invest in a referral scheme
- Ariana Grande is seen as youthful
- Huda Beauty Kayali benefits from high commitment
- Sol de Janeiro is seen as natural
- Byredo benefits from frequent usage
- Francis Kurkdjian is seen as glamourous
- Brand map
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Types of Fragrance Used
- Drive intensity of fragrances to bring a sense of luxury
- Figure 56: Types of fragrance formats used, 2023
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- Figure 57: Examples of intense fragrance products, 2023
- Introduce hair mists as entry point to premium fragrances
- Figure 58: Select types of fragrance formats used, 2021-23
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- Figure 59: Examples of fragrance products suited for hair, 2023
- Associate body sprays/mists with functionality and wellness
- Figure 60: Select types of fragrance formats used, by household income, 2023
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- Figure 61: Example of a fragrance product with functional benefits, 2023
- Add perfume oils as an extension of fragrance wardrobes
- Figure 62: Example of a fragrance oil, 2023
- Continue to blur gender lines in fragrances
- Figure 63: Types of fragrances used, gendered vs unisex, 2021-23
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- Figure 64: Example of unisex fragrance launch, 2023
- Drive intensity of fragrances to bring a sense of luxury
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Ownership of Fragrance
- Recapture female fragrances by providing options
- Figure 65: Ownership of fragrances, 2023
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- Figure 66: Example of on-the-go fragrance formats, 2023
- Drive fragrance usage amongst men
- Figure 67: Ownership of fragrances, by gender, 2023
- Recapture female fragrances by providing options
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Average Spend on Fragrance
- Promote quality to drive desirability
- Figure 68: Average spend on fragrances, 2023
- Tempt younger consumers to trade up
- Figure 69: Average spend on fragrances, by age, 2023
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- Figure 70: Example of new launch with masstige positioning, 2023
- Promote quality to drive desirability
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Barriers to Buying Fragrance
- Enhance the gifting experience with personalisation
- Figure 71: Barriers to buying fragrance, 2023
- Offer cost-saving solutions to entice fragrance sampling
- Innovate with alternative fragrance formats
- Enhance the gifting experience with personalisation
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Attitudes towards Fragrance Products
- Stimulate all senses to promote wellbeing benefits of fragrances
- Figure 72: Attitudes towards fragrance products, 2023
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- Figure 73: Agreement that fragrances can improve mental wellbeing, by work location, 2023
- Position dupes as an entry gate to the fragrance category
- Figure 74: Interest in trying a dupe version of favourite fragrances, by age, 2023
- Stimulate all senses to promote wellbeing benefits of fragrances
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Fragrance Shopping Behaviours
- Rethink the sampling process to facilitate product discovery
- Figure 75: Fragrance shopping behaviours, 2023
- Leverage social media’s appetite for fragrances
- Figure 76: Purchase of fragrance after seeing it on social media, by repertoire of fragrance formats used, 2023
- Revive the travel retail shopping experience
- Figure 77: Preference for buying fragrances via a duty-free store, by age, 2023
- Rethink the sampling process to facilitate product discovery
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Appendix – Data Sources, Abbreviations and Supporting Information
- Abbreviations
- Consumer research methodology
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Appendix – Forecast Methodology
- Market forecast and prediction intervals
- Figure 78: Best- and worst-case forecast for fragrances and body sprays, 2023-28
- Market drivers and assumptions
- Forecast methodology
- Market forecast and prediction intervals
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