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Fragrances - US - August 2014

Published By :

Mintel

Published Date : Aug 2014

Category :

Fragrances

No. of Pages : 176 Pages

Shoppers are bombarded with scent variety across numerous categories including fine fragrance, personal care, and household. As a result, consumers are overwhelmed and a bit apathetic, leading to sluggish fragrance sales. Brands will need to focus on delivering more value-added benefits, especially when targeting older consumers, as a way to help curb sales declines.
Table of Content

Scope and Themes

What you need to know
Definition
Data sources
Sales data
Consumer survey data
Abbreviations and terms
Abbreviations

Executive Summary

The market
Figure 1: Total US sales and fan chart forecast of fragrances, at current prices, 2009-19
Market factors
Figure 2: Household income distribution, 2012
Segment performance
Figure 3: Total US retail sales of fragrances, segmented by type, 2012 and 2014
The consumer
More than half of consumers use perfume and cologne
Figure 4: Use of fine fragrance, any and regular use, May 2014
A well-liked scent, familiarity drive purchasing of fine fragrances
Figure 5: Top five reasons for purchasing fine fragrance, May 2014
Shoppers interested in natural and functional benefits
Figure 6: Interest and willingness to spend for top five new claims and benefits, May 2014
Promotional incentives, eco-friendly concepts resonate with scent wearers
Figure 7: Interest in top five new fragrance formats, May 2014
What we think

Issues and Insights

Fragrance sales are struggling
The issues
The implications: Look to alternative formats, added benefits
Fragrance usage declines with age
The issues
The implications: Highlight wellness benefits, targeted advertising
Growing awareness and concern regarding ingredient safety
The issues
The implications: Leverage high interest in natural fragrances, eco-friendly concepts

Trend Applications

Trend: Transumers
Trend: Objectify
Trend: Green and Lean

Market Size and Forecast

Key points
Sales and forecast of fragrances
Figure 8: Total US sales and forecast of fragrances, at current prices, 2009-19
Figure 9: Total US sales and forecast of fragrances, at inflation-adjusted prices, 2009-19
Struggles expected to continue for the fragrance category
Figure 10: Total US sales and fan chart forecast of fragrances, at current prices, 2009-19
Forecast methodology

Market Drivers

Key points
Wealth disparity impacts purchasing behavior
Figure 11: Household income distribution, 2012
Figure 12: Fragrance expenditures, by gender, November 2012-December 2013
Aging population represents strongest growth potential
Figure 13: Any use of fragrance and scented products, by age, May 2014
Figure 14: Population aged 18 or older, by age, 2009-19
Category impacted by demand for transparency and tightening regulations

Competitive Context

Key points
Fine fragrances face competition from lower-priced formats
Figure 15: Use of scented toiletries, any and regular use, May 2014
Younger consumers, women drive usage of lower-priced items
Figure 16: Any use of scented toiletries, by gender and age, May 2014

Segment Performance

Key points
Both segments struggle to grow, but men’s fragrances gain share
Sales of fragrances, by segment
Figure 17: Total US retail sales of fragrances, segmented by type, 2012 and 2014

Segment Performance – Women’s Fragrances

Key points
Women’s fragrances on the decline
Sales and forecast of women’s fragrances
Figure 18: Total US sales and forecast of women’s fragrances, at current prices, 2009-19

Segment Performance – Men’s Fragrances

Key points
Men’s fragrances will continue to grow…slowly
Sales and forecast of men’s fragrances
Figure 19: Total US sales and forecast of men’s fragrances, at current prices, 2009-19

Retail Channels

Key points
Other retail channels dominate sales, but struggle to grow
Sales of fragrances, by channel
Figure 20: Total us retail sales of fragrances, by channel, 2012 and 2014
Mass retailers hit hardest by struggling fragrance sales
Figure 21: Total us retail sales of fragrances, by channel, 2009-14

Brand Usage

Key points
Old Spice, Axe remain popular
Figure 22: Brands of aftershave and cologne used, October 2007-December 2013
Use of leading perfume brands on the decline
Figure 23: Brands of perfume, cologne, and toilet water used, October 2007-December 2013

Innovations and Innovators

New product launch trends
Figure 24: Fragrance launches, by share, 2009-14
Category innovations
Collections
Flowers
Formats
Natural scents
Figure 25: Natural fragrance claims, by share, 2009-14
Prestige men’s body sprays
Figure 26: Body spray launches, by share, 2009-14
Primers

Marketing Strategies

Overview of the brand landscape
Musician endorsements
Figure 27: One Direction Our Moment fragrance ad, 2013
Fragrance gets social
Figure 28: Burberry Brit Rhythm Women’s fragrance ad, 2014
Figure 29: Ralph Lauren Polo Red fragrance ad, 2013
Limited-edition concepts

Social Media

Key points
Market overview
Key social media metrics
Figure 30: Key social media metrics, July 2014
Brand usage and awareness
Figure 31: Brand usage or awareness for select fragrance brands, May 2014
Interactions with fragrance brands
Figure 32: Interactions with select fragrance brands, May 2014
Leading online campaigns
Digital partnerships
User-generated content
Celebrity partnerships
What we think
Online conversations
Figure 33: Online share of voice for select fragrance brands, by week, July 21, 2013-July 20, 2014
Where people are talking about fragrances
Figure 34: Online share of voice for select fragrance brands, by page type, July 21, 2013-July 20, 2014
What people are talking about
Figure 35: Topics of conversations for select fragrance brands, July 21, 2013-July 20, 2014

Use of Fine Fragrance

Key points
More than half of adults wear perfume, cologne
Figure 36: Use of fine fragrance, any and regular use, May 2014
Figure 37: Any use of fine fragrance, by gender, May 2014
Figure 38: Any use of fine fragrance, by gender and age, May 2014
Women seek variety, men prefer customization
Figure 39: Usage behavior of fine fragrance, by gender, May 2014
Figure 40: Usage behavior of fine fragrance, by gender and age, May 2014

Reasons for Purchasing Fine Fragrance

Key points
Scent, product familiarity are key purchase drivers of fine fragrance
Men more likely to be influenced by others when selecting fragrance
Figure 41: Reasons for purchasing fine fragrance, by gender, May 2014
Younger fragrance wearers influenced by a variety of factors
Figure 42: Reasons for purchasing fine fragrance, by gender and age, May 2014

Interest in New Claims and Benefits Based on Price

Key points
Shoppers willing to spend for added function and natural products
Figure 43: Interest and willingness to spend for new claims and benefits, May 2014
Interest in claims is high, though younger shoppers more willing to spend
Figure 44: Interest and willingness to spend for new claims and benefits, by gender and age, May 2014

Interest in New Formats

Key points
Shoppers seek value, promotional incentives
Going green as a means to saving money resonates with consumers
Figure 45: Interest in new fragrance formats, May 2014
Figure 46: Any Interest in new fragrance formats, by gender, May 2014
Men interested in convenience, technology
Figure 47: Any Interest in new fragrance formats, by gender and age, May 2014

Attitudes toward Fragrances

Key points
Fragrance perceptions differ between people
Scent wearers like to select their own fragrance
Figure 48: Attitudes toward fragrances, by gender, May 2014
Figure 49: Attitudes toward fragrances, by gender and age, May 2014

Race and Hispanic Origin

Key points
Scent is important to multicultural consumers
Figure 50: Any use of fine fragrance, by race/Hispanic origin, May 2014
Figure 51: Any use of scented toiletries, by race/Hispanic origin, May 2014
Black shoppers seek variety, but brand trust is also important
Figure 52: Usage behavior of fine fragrance, by race/Hispanic origin, May 2014
Figure 53: Reasons for purchasing fine fragrance, by race/Hispanic origin, May 2014
Hispanics willing to spend for added benefits
Figure 54: Interest and willingness to spend for new claims and benefits, by race/Hispanic origin, May 2014
Technology could be opportunity to target multicultural consumers
Figure 55: Any Interest in new fragrance formats, by race/Hispanic origin, May 2014

Appendix – Other Useful Consumer Tables

Usage of fine fragrance and scented toiletries
Figure 56: Use of fragrance and scented toiletries, May 2014
Figure 57: Any use of fine fragrance, by age, May 2014
Figure 58: Any use of fine fragrance, by household income, May 2014
Figure 59: Regular use of fine fragrance, by race/Hispanic origin, May 2014
Figure 60: Any use of scented toiletries, by age, May 2014
Figure 61: Any use of scented toiletries, by household income, May 2014
Figure 62: Regular use of scented toiletries, by race/Hispanic origin, May 2014
Usage behavior of fine fragrance
Figure 63: Usage behavior of fine fragrance, by age, May 2014
Figure 64: Usage behavior of fine fragrance, by household income, May 2014
Reasons for purchasing fine fragrance
Figure 65: Reasons for purchasing fine fragrance, by household income, May 2014
Interest in new formats
Figure 66: Any Interest in new fragrance formats, by household income, May 2014
Attitudes toward fragrances
Figure 67: Attitudes toward fragrances, by household income, May 2014
Figure 68: Attitudes toward fragrances, by race/Hispanic origin, May 2014

Appendix – Social Media

Brand usage or awareness
Figure 69: Brand usage or awareness, May 2014
Figure 70: Thierry Mugler (ie Angel, Alien) usage or awareness, by demographics, May 2014
Figure 71: Burberry (ie Brit) usage or awareness, by demographics, May 2014
Figure 72: Kenneth Cole (ie Reaction) usage or awareness, by demographics, May 2014
Figure 73: Marc Jacobs (ie Daisy, Honey) usage or awareness, by demographics, May 2014
Figure 74: Gucci (ie Envy) usage or awareness, by demographics, May 2014
Figure 75: Lancôme (ie Trésor, Hypnôse) usage or awareness, by demographics, May 2014
Activities done
Figure 76: Activities done, May 2014
Figure 77: Thierry Mugler – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
Figure 78: Thierry Mugler – Activities done – I follow/like the brand on social media because, by demographics, May 2014
Figure 79: Thierry Mugler – Activities done – I have researched the brand on social media to, by demographics, May 2014
Figure 80: Burberry – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
Figure 81: Burberry – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
Figure 82: Burberry – Activities done – I have researched the brand on social media to, by demographics, May 2014
Figure 83: Kenneth Cole – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
Figure 84: Kenneth Cole – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
Figure 85: Kenneth Cole – Activities done – I have researched the brand on social media to, by demographics, May 2014
Figure 86: Marc Jacobs – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
Figure 87: Marc Jacobs – Activities done – I have researched the brand on social media to, by demographics, May 2014
Figure 88: Gucci – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
Figure 89: Gucci – Activities done – I have contacted/interacted with the brand online on social media to, by demographics, May 2014
Figure 90: Gucci – Activities done – I follow/like the brand on social media because, by demographics, May 2014
Figure 91: Gucci – Activities done – I have researched the brand on social media to, by demographics, May 2014
Figure 92: Lancôme – Activities done – I have looked up/talked about this brand online on social media, by demographics, May 2014
Figure 93: Lancôme – Activities done – I have researched the brand on social media to, by demographics, May 2014
Online conversations
Figure 94: Online share of voice for select fragrance brands, by page type, July 21, 2013-July 20, 2014
Figure 95: Topics of conversations for select fragrance brands, July 21, 2013-July 20, 2014
Key social media metrics
Figure 96: Key social media metrics for select fragrance brands, July 2014

Appendix –Trade Associations

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