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US Fragrances market report

Everything you need to make the right decisions

Providing the most comprehensive and up-to-date information and analysis of the Fragrances market, its consumers and the major players who make up that market.

Mintel has the answers you’re looking for

  • What are the key challenges facing the industry?
  • Who is the consumer and what do they want?
  • Where are the opportunities, where are the risks and what lies ahead?

Market

Point of sale market data

In conjunction with IRi, extensive point of sale data shows you what consumers are spending their money on

Market Size

How big is the market today and what is our 5 year forecast? Includes both best & worst case scenarios

Market Segmentation

What are the different segments within the market and how are those individual segments performing?

Consumer

Consumer behaviors

What are consumers looking for, what drives their buying habits and what are their main purchase influencers?

Demographic breakdown

From iGen & Millennials to Baby Boomers & beyond. Who is spending money and what are they spending it on?

Representative sample

We gather our data from real-world consumers, selected to accurately reflect precise global demographics

Players

Company strategy

What are the key players doing, what has been successful for them and what was their marketing spend?

Product innovation

Using data from our Global New Product Database, what products were launched and how well were they perceived?

Opportunities

What happens next, which areas are likely to experience growth and what opportunities exist within the market?

Covered in this report

For the purposes of this Report, Mintel has used the following definitions:

  • Men’s fragrances – cologne, body spray
  • Women’s fragrances – perfume, body spray

Perfume is used as a general description to include all fine fragrance formats, such as parfum, eau de parfum, and eau de toilette.

Body sprays are not traditionally thought of as fine fragrance, but their popularity in the market has led to their inclusion in the market size.

Excluded from this report are:

  • Deodorants or antiperspirants
  • Shaving products such as shaving creams, shaving gels,preshave for electric razors
  • Hair gels or other styling products
  • Shampoos or conditioners
  • What you need to know

    After several years of lackluster sales performance, the US fragrance market continues to see sales slip. Cross-category competition and disengagement among key demographics have hindered category growth. In spite of category challenges, there are pockets of growth in e-commerce fragrance brands, customized fragrance, and aromatherapy

    Expert analysis from a specialist in the field

    Written by Alison Gaither, a leading analyst in the Beauty sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

    After several years of lackluster sales performance, the US fragrance market continues to see sales slip. Cross-category competition and disengagement among key demographics have hindered category growth. In spite of category challenges, there are pockets of growth in e-commerce fragrance brands, customized fragrance, and aromatherapy.Alison Gaither
    Beauty & Personal Care Analyst

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What's included

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Table of contents

  1. Overview

    • What you need to know
      • Definition
      • Executive Summary

        • The issues
          • Sales continue to decline as market challenges endure
            • Figure 1: Total US retail sales and fan chart forecast of fragrances, 2013-23
          • Department stores fail to capture the attention of younger consumers
            • Figure 2: Select retailers shopped, by all and aged 18-24, July 2018
          • Hispanics are unusually disengaged and less persuaded by purchase influencers
            • Figure 3: Purchase influencers, by race and Hispanic origin, July 2018
          • The opportunities
            • Black consumer behavior toward fragrance encourages usage
              • Figure 4: Behaviors toward fragrance, by race and Hispanic origin, July 2018
            • Essential oils and aromatherapy create a new fragrance fantasy
              • Innovation drives usage among younger 18-24-year-olds
                • Figure 5: Select interest in format innovations – Any interest (net)*, by age, July 2018
              • What it means
              • The Market – What You Need to Know

                • Fragrances still in decline, though innovations could foster growth
                  • A functional approach to fragrance positively impacts men’s fragrance
                    • Consumers are spending less and using other products instead
                      • Outside factors such as sensitive skin and online retailers could affect fragrance
                      • Market Size and Forecast

                        • Fragrance remains in decline; pressure is on for innovation
                          • Figure 6: Total US retail sales and fan chart forecast of fragrances, 2013-23
                          • Figure 7: Total US retail sales and forecast of fragrances, at current prices, 2013-23 (fore)
                      • Market Breakdown

                        • Women’s fragrance overpowers men’s, even with steeper sales declines
                          • Figure 8: Share of fragrance sales, by segment, 2018 (est)
                          • Figure 9: Total US retail sales of fragrances, by segment, at current prices, 2013-18 (est)
                      • Market Perspective

                        • Fragrance spend has largely remained unchanged
                          • Figure 10: Female fragrance spend, Winter 2014-18
                        • Scented personal care is detrimental to fragrance market
                        • Market Factors

                          • Fragrance-free and sensitive skin claims grow in competitive categories
                            • Figure 11: Share of launches of select personal care products with both a sensitive skin and fragrance-free claim, Jan 2013-Dec 2017
                          • Consumers are making more beauty purchases online vs. a year ago
                            • Figure 12: Method of shopping, May 2017 and June 2018
                        • Key Players – What You Need to Know

                          • Younger consumers take holistic approach to fragrance
                            • Fragrance is hit with a number of major struggles
                              • Fragrance gets real
                              • What’s Working?

                                • Attaching themselves to ritual benefits essential oils
                                  • Millennials see custom fragrance as a way to express individuality
                                    • Figure 13: Waft Custom Fragrance
                                • What’s Struggling?

                                  • Fragrance is struggling to adjust to a new type of consumer
                                    • Celebrity color cosmetic brands are the new celebrity fragrance
                                      • Figure 14: Correspondence analysis – Brand perceptions, May 2017
                                  • What’s Next?

                                    • Online fragrance brands will reshape fragrance purchasing
                                      • Fragrance will ditch sex appeal for real
                                      • The Consumer – What You Need to Know

                                        • Traditional formats, younger consumers drive ownership
                                          • Higher priced fragrances saved for occasions, body spray used daily
                                            • Department stores fail to capture the attention of younger consumers
                                              • Familiarity is a key purchase influencer
                                                • Fragrance is an emotional, expressive experience
                                                  • Gifting fragrance is meaningful to Black consumers
                                                    • Customization and trendy formats are driving innovation
                                                    • Fragrance Ownership

                                                      • Fragrance users are still interested in traditional perfumes and colognes
                                                        • Figure 15: Fragrance ownership, July 2018
                                                      • Younger consumers are key drivers of new, alternative formats
                                                        • Figure 16: Fragrance ownership, by age, July 2018
                                                      • Women continue to lead in category engagement
                                                        • Figure 17: Select fragrance ownership, by gender, July 2018
                                                      • Hispanics are engaged, but view the category as functional
                                                        • Figure 18: Fragrance ownership, by Hispanic origin, July 2018
                                                    • Fragrance Usage

                                                      • Consumers are saving perfume usage for outings; body spray is used daily
                                                        • Figure 19: Select fragrance usage, July 2018
                                                      • Most consumers have an occasion-based repertoire
                                                        • Figure 20: Repertoire analysis of fragrances used in the past three months, July 2018
                                                        • Figure 21: Repertoire analysis of fragrance ownership, July 2018
                                                    • Retailers Shopped

                                                      • The fragrance retail market remains highly fragmented
                                                        • Figure 22: Retailers shopped, July 2018
                                                      • Younger consumers are skipping department stores for mass merchandisers
                                                        • Figure 23: Select retailers shopped, by age, July 2018
                                                      • Women are more likely to receive fragrances as gifts
                                                        • Figure 24: Retailers shopped, by gender, July 2018
                                                      • Hispanics approach fragrance differently than other beauty categories
                                                        • Figure 25: Select retailers shopped, by race and Hispanic origin, July 2018
                                                    • Purchase Influencers

                                                      • Familiar notes drive new fragrance trial; ads less persuasive
                                                        • Figure 26: Purchase influencers, July 2018
                                                      • Younger consumers value familiar, but are influenced by appearances
                                                        • Figure 27: Purchase influencers, by age, July 2018
                                                      • Men influenced by brand; women trust peers
                                                        • Figure 28: Purchase influencers, by gender, July 2018
                                                      • Lack of Hispanic engagement could pose a threat to category growth
                                                        • Figure 29: Purchase influencers, by race and Hispanic origin, July 2018
                                                      • Familiarity of brand and scent could hurt indie players
                                                        • Figure 30: TURF analysis – Purchase influencers, July 2018
                                                      • Methodology
                                                      • Behaviors toward Fragrance

                                                        • Consumers still have an emotional reaction to fragrance
                                                          • Figure 31: Behaviors toward fragrance, July 2018
                                                        • Men view fragrance as a category with functional benefits
                                                          • Figure 32: Behaviors toward fragrance, by gender, July 2018
                                                        • Younger consumers influenced by older generations
                                                          • Figure 33: Behaviors toward fragrance, by age, July 2018
                                                        • Black consumers continue to drive engagement
                                                          • Figure 34: Behaviors toward fragrance, by race and Hispanic origin, July 2018
                                                      • Attitudes toward Fragrance

                                                        • Smelling a fragrance prior to purchase drives trial
                                                          • Figure 35: Attitudes toward fragrance, July 2018
                                                        • Gifting is key to gaining younger consumers’ attention
                                                          • Figure 36: Select attitudes toward fragrance, by age, July 2018
                                                        • Black consumers place higher value on fragrance
                                                          • Figure 37: Select attitudes toward fragrance, by race and Hispanic origin, July 2018
                                                      • Interest in Innovations

                                                        • Similar to skincare, natural ingredients and customization drive interest
                                                          • Figure 38: Interest in innovations, July 2018
                                                        • Custom fragrances hit a high note with 25-34-year-olds
                                                          • Figure 39: Select interest in natural and customized scents – Any interest (net)*, by age, July 2018
                                                        • Younger consumers value trendy formats and brands with a message
                                                          • Figure 40: Select interest in format innovations – Any interest (net)*, by age, July 2018
                                                        • Women driving interest in innovations; men take a backseat
                                                          • Figure 41: Select interest in innovations – Any interest (net)*, by gender, July 2018
                                                        • Black consumers over index for every innovation
                                                          • Figure 42: Select interest in innovations – Any interest (net)*, by race and Hispanic origin, July 2018
                                                      • Appendix – Data Sources and Abbreviations

                                                        • Data sources
                                                          • Sales data
                                                            • Fan chart forecast
                                                              • Consumer survey data
                                                                • Abbreviations and terms
                                                                  • Abbreviations
                                                                  • Appendix – The Market

                                                                      • Figure 43: Total US retail sales and forecast of fragrances, at inflation-adjusted prices, 2013-23
                                                                      • Figure 44: Total US retail sales of fragrances, at inflation-adjusted prices, 2013-18
                                                                      • Figure 45: Total US retail sales of fragrances, by segment, at current prices, 2013-18
                                                                      • Figure 46: Total US retail sales of fragrances, by segment, at current prices, 2016 and 2018
                                                                      • Figure 47: Total US retail sales of women's fragrances, at current prices, 2013-18
                                                                      • Figure 48: Total US retail sales of men's fragrances, at current prices, 2013-18