Providing the most comprehensive and up-to-date information and analysis of the Fragrances market, including the behaviours, preferences and habits of the consumer.

Fragrance brands are innovating in many different ways to help drive consumer engagement, from tapping into wellness trends to focusing on value for money, helping people create bespoke scents, and promoting eco, natural and ‘free from’ merits. A gap exists for more diversity-focused NPD, which lags behind that seen in other BPC markets.

Playful packs, disruptive collaborations, and customised and versatile formulas help fragrance brands stand out in-store and online. Naturalness remains key and a gap exists for further fragrance innovation in beauty and personal care for transparency-focused and ‘clean’ NPD, as well as a bigger focus on sustainability. In APAC, few fragrances feature eco claims.

Comforting and escapist NPD is grabbing attention by focusing on how scent makes people feel vs how scent smells / is received by others. Collaborative scents developed with or inspired by non-fragrance categories (eg electric cars) also stood out. Innovations appealed to a notable consumer willingness to buy ‘clean’ and sustainable scents.

Read on to discover more details or take a look at all of our Beauty and Personal Care market research.

NPD is grabbing people’s attention by tapping into wellness and customisation trends; and focusing on the emotive benefits of scent, naturalness and sustainability.

Rosalia Di Gesu
Global Beauty & Personal Care Analyst

Table of Contents


    • Europe: innovations use an array of tactics to drive engagement
    • [Graph] Europe: share of unisex launches in fragrances, 2016-17 to 2020-21
    • Europe: natural and eco trends remain important
    • [Graph] Europe: fragrances by fastest-growing claims, 2016-17 vs 2020-21
    • Spotlight on MEA

    • APAC: engage with consumers in-store, in-home and especially online
    • APAC: natural demands and expectations hold strong
    • [Graph] APAC: fragrances launches by select natural and free from claims, 2016-17 vs 2020-21

    • Americas: brands use a range of tactics to engage consumers
    • Americas: continue to convey ‘safety’ and eco-friendliness
    • [Graph] North America: fragrances launches by the top five fastest-growing claims, 2016-17 vs 2020-21
    • [Graph] Latin America: fragrances launches by the top five fastest-growing claims, 2016-17 vs 2020-21

About the report

This market report provides in-depth analysis and insight supported by a range of data. Explore a year of innovation in depth to know exactly what’s working.

The Consumer

What They Want. Why They Want It.

The Competitors

Who’s Winning. How To Stay Ahead.

The Market

Size, Segments, Shares And Forecasts: How It All Adds Up.

The Innovations

New Ideas. New Products. New Potential.

The Opportunities

Where The White Space Is. How To Make It Yours.

The Trends

What’s Shaping Demand – Today And Tomorrow.

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