UK Fragrances Market Report 2024
The cost-of-living crisis encourages trading down Body sprays have become more appealing during the cost-of-living crisis, with many consumers trading down from EDTs and EDPs.
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Executive Summary
- Opportunities for the fragrance market
- Education is needed as gender norms evolve
- Consumers crave connection
- Stave off the threat of dupes
- Market dynamics and outlook
- Fragrance and body spray market size and forecast
- Steady growth continues post-COVID-19
- Market predictions
- The fragrance market is on track to surpass £2 billion
- What consumers want and why
- Body mists are the most used fragrance format
- Graph 1: types of fragrance formats used, 2024
- Usage of gendered fragrance remains the norm
- Graph 2: types of fragrances used, gendered vs unisex, 2024
- Discretionary usage is driving fragrance wear
- Graph 3: reason for fragrance use, 2024
- Dupes see high interest but face barriers
- Graph 4: purchase of and interest in fragrance dupes, 2024
- Graph 5: top five barriers to buying fragrance dupes, 2024
- Refill are viewed as a way to save money
- Graph 6: attitudes towards fragrance refills, 2024
- Interest in fragrance innovation is significant
- Graph 7: interest in fragrance innovation, 2024
- Innovation and marketing
- Prestige launches dominate and unisex sees growth
- Graph 8: fragrance launches, by launch type, 2020-24
- Graph 9: fragrance launches, by sub-category, 2020-24
- Mood lifting fragrances continue to launch
- Link alcohol-free to suitability for sensitive skin
- Graph 10: fragrance launches carrying claims that denote suitability for sensitive skin, 2023
- Mists make prestige accessible to those on a budget
- Young consumer drive interest in multi-use fragrances
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Market Dynamics
- Market size
- Fragrances and body sprays see steady growth
- Graph 11: retail value sales of fragrances and body sprays, 2020-24
- Market forecast
- The fragrance market is on track to surpass £2 billion
- Opportunities
- Threats
- Learnings from the last income squeeze
- Market segmentation
- Prestige grows despite economic downturn
- Unisex fragrances drive growth
- Women’s body spray sees significant growth
- Channels to market
- All channels are forecast to see growth
- Health and beauty retailers provide an enhanced shopping experience
- Fragrance specialists struggle to compete
- The convenience of online shopping appeals
- Discounters benefit from increased footfall
- Market share
- Coty still dominates in fine fragrance
- Coty retains its large share of the fragrance category
- Own label loses out to branded players
- Sol de Janeiro disrupts body mist segment
- Macroeconomic factors
- Falling inflation has reduced pressure on household finances
- Graph 12: CPI inflation rate, 2021-24
- Consumer sentiment: wellbeing is up but the recovery has slowed
- Graph 13: the financial wellbeing index, 2016-24
- Fresh scents resonate
- Graph 14: fragrance scent preferences, 2023
- AI disrupts the market
- Indie brands meet the need for niche scents
- Changing age demographics presents a challenge
- Graph 15: predicted change in the age structure of the UK population, 2023-28
- Perfume’s ethics are called into question
- Pay attention to evolving consumer lifestyles
- eCommerce grows despite challenges
- Regulation updates could dampen NPD efforts
- UK governing body released final opinion on Methyl Salicylate
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What Consumers Want and Why
- Types of fragrance used
- Body mists are the most used fragrance format
- Graph 16: types of fragrance formats used, 2024
- Fragrance usage is high
- Usage of body sprays is high across generations
- Graph 17: usage of body spray/mist, by generation, 2024
- Women engage with more formats
- Graph 18: repertoire of types of fragrances formats used, 2024
- City dwellers more likely to use novel formats
- Encourage a ritualistic approach
- Usage of gendered fragrances
- Usage of gendered fragrances remains the norm
- Help consumers shop based on gender preference
- Graph 19: types of fragrances used, gendered vs unisex, by gender, 2024
- Younger consumers are more likely to use unisex fragrances
- Graph 20: usage of unisex fragrances, by age, 2024
- Unisex fragrance users often mix and layer
- Reason for fragrance use
- Mood enhancement and self-expression drive fragrance usage
- Discretionary usage is driving fragrance wear
- Graph 21: reason for fragrance use, 2024
- Aromatherapy drives fragrance use
- Amplify expression through personalisation
- Opportunity to collaborate with garment care brands
- Graph 22: select reasons for fragrance use related to convenience, 2024
- Fragrance can collaborate with dating apps
- Younger consumers are more interested in aligning with the season
- Graph 23: consumer who wear fragrance to align with the season, by age, 2024
- Purchase of and interest in dupes
- Purchase of and interest in dupes is high
- Graph 24: purchase of fragrance dupes, 2024
- Dupes attract spend
- Trust is an issue for dupes despite high interest
- Affluent parents are active dupe buyers
- Target older consumers with the real thing
- Graph 25: no interest in fragrance dupes, by age, 2024
- Stave off the threat of dupes with exploration kits
- Reasons for not purchasing a fragrance dupe
- Disinterest in dupes provides opportunity for brands
- Graph 26: reasons for lack of interest in dupes, 2024
- Dupes face multiple barriers
- Graph 27: repertoire of reasons for lack of interest in dupes, 2024
- Lack of credibility drives disinterest in dupes
- Graph 28: lack of interest in dupes as they don’t smell like the original, by age, 2024
- Craftsmanship is a valued part of non-dupe fragrances
- Dupes should stress safety to engage consumers
- Non-dupe brands can lean into shopping experience
- Graph 29: lack of interest in dupes as more expensive fragrances are more enjoyable to shop for, by household income, 2024
- Attitudes towards refills
- Refill are generally viewed positively
- Graph 30: attitudes towards fragrance refills, 2024
- Refills are seen as a money saver
- Refills may encourage consumers to trade-up
- Graph 31: attitudes towards fragrance refills, by gender, 2024
- Convenience is a pain point for refills
- Graph 32: attitudes towards fragrance refills, 2024
- Make refill systems more luxe to maintain a high end image
- Graph 33: attitudes towards fragrance refills, 2024
- Interest in fragrance innovation
- Interest in fragrance innovation is significant
- Fragrance primers can reduce irritation
- Graph 34: interest in fragrances for sensitive skin, by generation, 2024
- Bi-phase fragrance formula offers skincare benefits
- Fragrance wardrobes can extend usage
- Understanding of fragrances
- Consumers need education
- Graph 35: understanding of fragrances, 2024
- Help consumers find the perfect match
- Interest in education poses an opportunity for consumer engagement
- Graph 36: interest in learning more about how fragrances are made, by age, 2024
- Behaviours related to fragrance use
- Compliments heavily influence consumers usage
- Graph 37: behaviours related to fragrance use, 2024
- Luxury scents are reserved for special occasions
- Base an advert campaign on compliments
- The future of celebrity fragrance lies in authenticity
- Launch new formats to meet layering interest
- Graph 38: fragrance users who mix/layer fragrances, by age, 2024
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Innovation And Marketing Trends
- Launch activity and innovation
- New packaging launches signify an eco shift
- Graph 39: fragrance launches, by launch type, 2020-24
- Private label innovation keeps prices low
- Aromatherapy claims begin to stabilise…
- Graph 40: fragrance launches by aromatherapy claims, 2020-23
- …but mood lifting fragrances continue to launch
- Help consumers connect with one another
- Link alcohol-free to suitability for sensitive skin
- Graph 41: fragrance launches carrying claims that denote suitability for sensitive skin, 2023
- Fragrances are finding inspiration in playful places
- Carve out a niche and engage consumers with strong storytelling
- Novel formats are meeting changing consumer needs
- Unisex fragrances dominate launches
- Graph 42: fragrance launches, by sub-category, 2020-24
- Young consumers drive interest in multi-use fragrances
- Mists make prestige accessible to those on a budget
- Sustainability continues to impact fragrances
- Graph 43: fragrance launches, by eco-ethical claims, 2022 vs 2023
- Heritage brands modernise to keep consumers engaged
- Zara’s fragrance launches boosts Inditex’s position to lead NPD
- Graph 44: fragrance new product launches, by top 10 ultimate companies, 2023
- Advertising and marketing activity
- Economic downturn tightens advertising budgets
- Create experience lead in-store activations
- Kylie Jenner x Boots TikTok Advert
- L’Oréal lead on advertising spend
- Graph 45: recorded above-the-line, online display and direct mail advertising expenditure on fragrances, by lead advertisers, 2023
- Lynx partnered with Lil Baby for ‘fine fragrance’ collection…
- …and created engaging in-store experiences
- Chanel links luxury fragrance and artistic expression
- Lush opens fragrance concept store
- Calvin Klein makes the Elbas the face of Eternity
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Brand Research
- Key brand metrics: fragrance brands are highly recommended
- Chanel benefits from its heritage
- Jean Paul Gaultier receives positive endorsement
- Brand map: Chanel is trusted
- Opportunity for Noted Aromas to improve awareness
- Trust is an issue for Dossier
- Brand attitudes: Jo Loves is perceived as good value
- MUGLER’s artistry lends itself to a glamorous image
- Viktor & Rolf can focus on craftmanship
- Brand micro image: dupe brands are seen as basic
- Penhaligon’s buyers are loyal
- Jo Loves can emphasise naturalness
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Appendix
- Supplementary data
- Trends in the age structure of the UK population
- Market forecast data and methodology
- Market size and forecast: constant and current prices (total)
- Market forecast: prediction intervals (total)
- Market forecast: fan chart (fragrances)
- Market size and forecast: constant and current prices (fragrances)
- Market forecast: prediction intervals (fragrances)
- Market forecast: fan chart (body sprays)
- Market size and forecast: constant and current prices (body sprays)
- Market forecast: prediction intervals (body sprays)
- Forecast methodology
- Report scope and definitions
- Products covered in this Report
- Abbreviations and terms
- Consumer research methodology
- Nielsen Ad Intel coverage
UK Fragrances and Perfumes Market Analysis
Following a dip in retail value sales during the COVID-19 pandemic, which started in 2020, the fragrance and body sprays market size has recovered slowly and is seeing steady growth. The cost-of-living crisis has encouraged trading down amongst UK fragrance consumers. Body sprays have become more appealing with many consumers trading down from Eau de Toilettes and Eau de Parfums. Despite the cost-of-living crisis’ impact on discretionary spending, the category continues to expand, underscoring its robustness.
- UK fragrance market share: Coty remains a front-runner in the UK’s fragrance category, due in part to its brand management and innovative offerings.
Fragrance Market UK Trends
Consumer education is ripe for the taking
BPC consumers are increasingly engaged, seeking to learn more about ingredients and their efficacy. A purchase barrier for consumers in fragrance is their lack of knowledge of fragrance accords and how they align with their personal taste. Therefore, there is an opportunity to follow the lead of facial skincare and educate consumers more proactively on fragrance notes. AI can help remove barriers by seamlessly pairing consumers with fragrances that align with their personal taste.
Dupes pose a threat, but lack the credibility to make a real impact
Dupes see high interest and purchase from UK fragrance consumers, with many opting for cheaper alternatives so they can create a wardrobe of fragrances to suit every mood. However, dupes face many barriers, such as a lack of credibility, concerns around safety, and ephemeral scents. Non-dupes brands can stave off the threat of dupes by leaning on their ingredient quality and storytelling.
Purchase the full report for a complete overview of the UK fragrances market, including market dynamics and an analysis of what UK consumers want and why. Readers of this report may also be interested in Mintel’s Future of Fragrance.
UK Fragrance Market Report Looks At The Following Areas:
- Usage of fragrance formats and reasons for use
- Opportunities to invest in experience lead marketing and product innovation
- Interest in and purchase of dupes and how non-dupe brands can stave off the threat of dupes.
- The impact of the cost-of-living crisis on fragrance spend
- Opportunities to invest in consumer education
- How prestige brands are providing affordable luxury
- Attitudes towards fragrance refills and how brands can make them more appealing
Meet The Expert Behind The Analysis
This report was written by Dionne Officer. Dionne is responsible for researching, writing and publishing the annual beauty, personal care and healthcare ‘A year of innovation’ reports. They have recently completed a Masters in Cosmetic Science at London College of Fashion where they focused on the sustainability of cosmetic ingredients and technologies.
The cost-of-living crisis boosted body spray appeal, as consumers trade down from EDTs and EDPs. Dupes lack credibility, and education on fragrance notes is key.
Dionne Officer
Research Analyst – BPC Innovation
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