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FRAGRANCES - UK - AUGUST 2019

Published By :

Mintel

Published Date : Aug 2019

Category :

Cosmetic

No. of Pages : N/A

The market is estimated to decline by 0.8% to £1.48 billion in 2019 before a longer-term period of growth as consumers trade up to more sophisticated formats. Brands may need to consider ethical values, ingredient transparency or more unique benefits to differentiate from competitors and command a price premium. Gender is at the heart of the category right now, with men expecting more sophisticated messaging and women balancing femininity with feminism. Unisex brands could find themselves on top if they can create a sense of equality.

Table of contents

OVERVIEW
What you need to know
Products covered in this Report
EXECUTIVE SUMMARY
The market
A bump in the road
Figure 1: Best- and worst-case forecast of UK value sales of fragrances and body sprays, 2014-24
Companies and brands
Take the lead
Figure 2: Manufacturer shares in fragrances only, top four and other, 2018
Figure 3: Brand shares in body sprays only, year ending May 2019
Unisex or unique
Figure 4: New product development in fragrances and body sprays, by segment, January 2016-June 2019
The consumer
What I’m looking for
Figure 5: Usage of fragrances, May 2018 and June 2019
A rose by any other name
Figure 6: Preferred scent type, by gender, June 2019
Achieving balance
Figure 7: Emotive benefits of fragrance, by gender, June 2019
Function vs discovery
Figure 8: Retailers where fragrances are purchased (online), June 2019
Figure 9: Retailers where fragrances are purchased (in-store), June 2019
Unanswered questions
Figure 10: Attitudes towards fragrances, June 2019
What we think
ISSUES AND INSIGHTS
The effect of modern masculinity
The facts
The implications
Unlocking inner potential
The facts
The implications
THE MARKET – WHAT YOU NEED TO KNOW
A bump in the road
A man’s world
Each to their own
Know your consumers
MARKET SIZE AND FORECAST
Female fragrances stall the category
Figure 11: UK retail value sales of fragrances and body sprays, at current and constant prices, 2014-24
Trade-up drives future growth
Figure 12: Best- and worst-case forecast of UK value sales of fragrances and body sprays, 2014-24
Forecast methodology
MARKET SEGMENTATION
Fine fragrances appeal to the modern man
Figure 13: UK retail value sales of fragrances only, by sector, 2017-19 (est)
Body sprays’ success is short-lived
Figure 14: UK retail value sales of body sprays only, by sector, 2017-19 (est)
CHANNELS TO MARKET
Fragrances’ success drives high-end retail
Figure 15: UK retail value sales of fragrances only, by outlet type, 2017 and 2018
Body sprays benefit from own-label innovation
Figure 16: UK retail value sales of body sprays only, by outlet type, 2017 and 2018
Figure 17: Boots Live + Be Beautiful Connection body mist, June 2019
MARKET DRIVERS
Scent stealers
Choosing a target
Figure 18: Trends in the age structure of the UK population, 2013-23
Unisex appeal
Figure 19: Any usage of beauty/grooming categories, all vs Generation X (NET), November 2018
Financial confidence growing
Figure 20: Trends in consumer sentiment for the coming year, June 2019
Rules of attraction
Figure 21: Length of relationships looking for on dating websites/apps, by gender, February 2019
Figure 22: Charlotte Tilbury Scent of a Dream Eau de Parfum, 2016
COMPANIES AND BRANDS – WHAT YOU NEED TO KNOW
Take the lead
Unisex or unique
More than a woman
Make it your own
MARKET SHARE
Powerful manufacturers push fragrances
Figure 23: Manufacturer shares in fragrances only, top four and other, 2017 and 2018
Figure 24: Examples of prestige fragrance launches from Coty. 2018
Leading body spray brands show decline
Figure 25: Brand shares in body sprays only, years ending May 2018 and 2019
Figure 26: Premium body spray/mist launches, 2018
LAUNCH ACTIVITY AND INNOVATION
Inspired to innovate
Figure 27: New product development in fragrances and body sprays, by launch type, January 2016-June 2019
Figure 28: New product development in fragrances and body sprays, by price positioning, January 2016-June 2019
Women reach a turning point
Figure 29: New product development in fragrances and body sprays, by segment, January 2016-June 2019
Figure 30: Examples of unisex fragrances inspired by location, 2018-19
Ethics are the new luxury
Figure 31: Top fastest-growing and declining claims in fragrances and body sprays, % change 2017-18
Figure 32: Examples of fragrance launches with sustainable claims, 2018
Confidence in me
Figure 33: Awake Organics Natural Perfume Oils gift set, 2018
New approaches
Figure 34: Proportion of NPD in fragrances and body sprays, by top ultimate companies and other, 2018
Figure 35: Examples of format innovation in fragrance, 2018-19
Own-label keeps body sprays fresh
Figure 36: Examples of own-label body spray launches, 2018-19
ADVERTISING AND MARKETING ACTIVITY
Tip of the iceberg
Figure 37: Total above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, January 2016-May 2019
Smaller brands utilise digital
Figure 38: Total above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, by media type, January 2016-May 2019
Women lag behind while men are underestimated
Figure 39: Dior fragrances TV campaigns (Joy, J’adore, Sauvage), 2018
Figure 40: Total above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, by product type, January 2016-May 2019
Figure 41: John Boyega as The Gent, July 2019
Waiting for something new
Figure 42: Total above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, by top companies, 2018
Nielsen Ad Intel coverage
BRAND RESEARCH
Brand map
Figure 43: Attitudes towards and usage of selected brands, May 2019
Key brand metrics
Figure 44: Key metrics for selected brands, May 2019
Brand attitudes: Gucci sets itself apart from other fashion houses through quality
Figure 45: Attitudes, by brand, May 2019
Brand personality: Traditionally male brands appear accessible
Figure 46: Brand personality – macro image, May 2019
Male fragrances have more differentiated images
Figure 47: Brand personality – micro image, May 2019
Brand analysis
Chanel is well loved
Figure 48: User profile of Chanel, May 2019
Gucci has the ingredients for success
Figure 49: User profile of Gucci, May 2019
Dior should borrow from its fashion image
Figure 50: User profile of Dior, May 2019
Try, try again for Boss
Figure 51: User profile of Boss, May 2019
Vera Wang can investigate ethics
Figure 52: User profile of Vera Wang, May 2019
David Beckham relies on personal reputation
Figure 53: User profile of David Beckham, May 2019
JOOP! comes out to play
Figure 54: User profile of JOOP!, May 2019
THE CONSUMER – WHAT YOU NEED TO KNOW
What I’m looking for
A rose by any other name
Achieving balance
Function vs discovery
Unanswered questions
USAGE OF FRAGRANCES
Everyday luxury
Figure 55: Usage of fragrances, May 2018 and June 2019
Use declines with age
Figure 56: Usage of fragrances, by age, June 2019
SCENT TYPES
Following tradition
Figure 57: Preferred scent type, by gender, June 2019
Scent preferences among men
Young and sweet
Figure 58: Men’s preferred scent type, by age, June 2019
The human league
Scent preferences among women
Not so different after all
Figure 59: Women’s preferred scent type, by age, June 2019
Wake up and smell the roses
FRAGRANCE AND EMOTION
What women want
Figure 60: Emotive benefits of fragrance, by gender, June 2019
Not in the mood
Figure 61: Examples of UK fragrance launches with aromatherapy claims, 2019
Emotions sought by men
A little romance
Figure 62: Emotive benefits of fragrance among men, by age, June 2019
Take it down a notch
Emotions sought by women
The struggle for power
Figure 63: Emotive benefits of fragrance among women, by age, June 2019
How to be a girl
Figure 64: Lancôme Idôle, July 2019
PURCHASE OF FRAGRANCES
Leave it to me
Figure 65: Fragrance purchase in the last 12 months, by age, June 2019
Store choice is everything
Figure 66: Retailers where fragrances are purchased (in-store), June 2019
Considerations change online
Figure 67: Retailers where fragrances are purchased (online), June 2019
Figure 68: Browsing for fragrances online, heat map, April 2019
Online is key for gifting
Figure 69: Online retailers where fragrances are purchased, by type of purchase, June 2019
ATTITUDES TOWARDS FRAGRANCES
The art of subtlety
Figure 70: Attitudes towards fragrances, June 2019
Figure 71: D.S. & Durga I Don’t Know What Eau de Parfum Fragrance Enhancer, 2018
Younger consumers could move on
Figure 72: Agreement with attitudinal statements, by age, June 2019
APPENDIX – DATA SOURCES, ABBREVIATIONS AND SUPPORTING INFORMATION
Abbreviations
Consumer research methodology
Market Forecast methodology

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