2023
9
UK Fragrances Market Report 2023
2023-08-24T04:05:55+01:00
OX1155175
2195
166031
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Report
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“The fragrance market saw growth in 2023, boosted by inflation and product innovation. The desirability of the category attracts consumers from all genders and generations. However, it will have to…

UK Fragrances Market Report 2023

£ 2,195 (Excl.Tax)

Description

Stay ahead of the curve and future-proof your business with Mintel’s Fragrances UK Market Report 2023. Our full report is packed with consumer-led market intelligence, the latest fragrance market trends and consumer behaviours affecting your industry. Get a 360° view of the UK fragrance market including fragrances market size, share, and forecasted growth to help you align your business strategy with the needs of your audience.

Below, we’ve handpicked the key insights analysed in the full fragrances market report and summarised the core topics.

 

Topics Analysed in this Report

  • A detailed UK fragrances market outlook, including expert insights and market drivers.
  • 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 rising prevalence of dupe fragrance innovation and how prestige brands can respond.
  • A fragrance market analysis of changing shopping behaviours.
  • How your business can tap into opportunities to increase your fragrance market share.

Overview of the Perfume and Fragrance Market

The UK fragrances market continues to perform well as inflationary prices boost value sales growth. New usage occasions, dynamic fragrance innovation, and an appetite for NPD driven by social media platforms are also benefitting the fragrance industry.

  • UK fragrance market size: The UK fragrances market continued to perform well in 2022, and the fragrance market share is expected to grow a further 8.6% in 2023.
  • UK fragrance market share: Coty leads the UK fragrance market with a 28% share of value sales in 2022

Fragrance Market Analysis: What Consumers Want and Why

  • The Cost of Living & the Fragrance Market: Dupe fragrances and cheaper alternatives, such as body sprays which are the most widely used format, are flooding the fragrances market and are posing a threat to branded scents as they lessen the compromise of trading down. Moreover, the category has to cater to consumers owning multiple fragrances, with 28% of women claiming to currently own five or more different scents, thus creating fierce competition within the industry.
  • Innovations in Fragrances: With the cost of living crisis in mind, consumers will be looking for products that offer value while also prioritising their physical and mental health in order to cope with daily stress. Therefore, despite strained budgets, consumers perceive fragrances as affordable luxury with wellbeing benefits and a tool to express one’s identity. This gives brands plenty of opportunity to innovate fragrance products that tap into those demands.

What’s Next for the UK Fragrances and Perfumes Market?

  • Looking ahead, according to our fragrances market report, the category has an opportunity to respond to shifting consumer shopping habits with solutions that improve sampling and offer seamless experiences both on- and offline.
  • To keep the fragrances market size growing, it will be crucial for the category to start rethinking fragrance gender models in order to cater to the next generation by moving away from stereotypical male and female scents.

To learn how to connect with your audience, purchase our UK Fragrances Market Report 2023 in full. Reveal lucrative innovation opportunities to help your business grow during times of financial uncertainty.

Products and Brands Discussed in this Report

Brands: Whïnd, Aesop, Ellis Brooklyn, ARgENTUM, Goldfield & Banks, La Bouche Rouge, Sol de Janeiro, Fischersund, Hermès, Fueguia, Borntostandout, AIXO, Dior, Amrys Clean Beauty, Marc Jacobs, LVMH, Puig, Estée Lauder, Coty, Marks & Spencer, Natura & Co, L’Oréal, Natura Cosméticos, L’Occitane, Shiseido, Lush, Chanel, Primark, Unilever, KMI Brands, Jo Lovers, So…?, Walgreens Boots Alliance, Skinny Dip, SLG, Avon, Gucci, Kenneth Green Associates, Capri Holdings, Versace, Byredo, Prada, and many more.

Products: Perfumes or perfume extracts, eaux de parfum, eaux de toilette, colognes (eaux de cologne), eaux fraiche, body sprays (fragrance in a spray can or mist/spritz format).

Additional Features Included with Your Purchase

  • Interactive Data Book: This gives you unlimited access to a consumer confidence tracker that is segmented into 25 different demographic categories.
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Expert Insights on the Fragrances Market

This report, written by Clotilde Drapé, Global BPC Analyst, delivers in-depth commentary and analysis to highlight UK fragrance market trends and add expert context to the numbers.

The fragrance market saw growth in 2023, boosted by inflation and product innovation. The desirability of the category attracts consumers from all genders and generations. However, it will have to adapt to a growing polarisation of consumer tastes as they navigate between low-budget dupes and high-end perfumes. Fragrance brands will have opportunities to drive consumer loyalty through new format innovations in fragrances and by prioritising the sampling experiences on- and offline alongside taking the lead on sustainability by tying eco-friendly gestures to cost savings.

Clotilde Drapé, Global BPC Analyst
Clotilde Drapé
Global BPC Analyst

Table of Contents

  1. Overview

    • Key issues covered in this Report
    • Products covered in this Report
  2. 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
  3. 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
  4. Market Size and Performance

    • Fragrance desirability drives sales
      • Figure 12: Market size for fragrances and body sprays, 2018-23
  5. 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
      • Figure 15: Market forecast for fragrances and body sprays, at constant and current prices, 2023-28
    • Learnings from the last income squeeze
    • Forecast methodology
  6. 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
  7. 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
  8. 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
  9. 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
  10. 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
      • 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
      • 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
  11. 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
  12. 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
  13. Types of Fragrance Used

    • Drive intensity of fragrances to bring a sense of luxury
      • Figure 56: Types of fragrance formats used, 2023
      • 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
      • 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
      • 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
      • Figure 64: Example of unisex fragrance launch, 2023
  14. Ownership of Fragrance

    • Recapture female fragrances by providing options
      • Figure 65: Ownership of fragrances, 2023
      • Figure 66: Example of on-the-go fragrance formats, 2023
    • Drive fragrance usage amongst men
      • Figure 67: Ownership of fragrances, by gender, 2023
  15. 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
      • Figure 70: Example of new launch with masstige positioning, 2023
  16. 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
  17. Attitudes towards Fragrance Products

    • Stimulate all senses to promote wellbeing benefits of fragrances
      • Figure 72: Attitudes towards fragrance products, 2023
      • 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
  18. 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
  19. Appendix – Data Sources, Abbreviations and Supporting Information

    • Abbreviations
    • Consumer research methodology
  20. 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

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