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Fragrances - US - September 2013

Published By :

Mintel

Published Date : Sep 2013

Category :

Fragrances

No. of Pages : 162 Pages


The fragrance category is highly competitive, with fine fragrances often being viewed as occasional use items. However, innovations that add functionality combined with creative retailing and packaging opportunities could lead to increased usage, helping to propel future category growth.
TABLE OF CONTENT

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

Executive Summary
The market
Figure 1: Total U.S. sales and fan chart forecast of fragrances, at current prices, 2008-18
Market factors
Aging population creates challenges for fragrance industry
Figure 2: U.S. population, by age, 2013 and 2018
Economic indicators improving
The consumer
Fragrance market impacted by scented line extension items
Figure 3: Usage of fragrance and scented line extension items, any, June/July 2013
Fragrance is part of daily routine for some, viewed as a special treat for others
Figure 4: Top five reasons for wearing fragrance, June/July 2013
Consumers interested in added benefits and new forms
Figure 5: Any interest in new product forms/benefits, by gender, June/July 2013
Majority of respondents interested in fragrance box subscriptions
Figure 6: Any interest in retailing opportunities, by gender, June/July 2013
Interest in refillable and customized packaging options skews young
Figure 7: Interest in packaging, by gender by age, June/July 2013
What we think

Issues and Insights
What opportunities are there to improve the struggling mass fragrance market?
Issues
Insights: Creative retailing, appeal to men, expand selection of new forms
How can brands extend fragrance beyond an occasional use item?
Issues
Insights: Identify new usage occasions, add functionality
What opportunities are there to better align retail spaces with consumer shopping habits?
Issues
Insights: Merchandize by benefit, move outside of the fragrance aisle

Trend Applications
Trend: Slow it All Down
Trend: Mood to Order
Mintel Futures: Human

Market Size and Forecast
Key points
Fragrance category continues to recover
Future growth predicted, though through a cloud of uncertainty
Sales and forecast of fragrances
Figure 8: Total U.S. sales and forecast of fragrances, at current prices, 2008-18
Figure 9: Total U.S. sales and forecast of fragrances, at inflation-adjusted prices, 2008-18
Fan chart forecast
Figure 10: Total U.S. sales and fan chart forecast of fragrances, at current prices, 2008-18

Market Drivers
Key points
Aging population creates challenges
Figure 11: Usage of fragrance and scented line extension items, by age, June/July 2013
Improving economy, wealth disparity benefit prestige sector
Figure 12: Household income distribution, 2011
Multicultural populations represent opportunity
Figure 13: Fragrance any usage, by white, black, and Hispanic origin, June-July 2013

Competitive Context
Key points
Scent expands through lower-priced items
Figure 14: Body spray launches, by company, 2012-13*
Scented shower products are most used line extension product
Figure 15: Fragrance usage, June-July 2013
Women, younger consumers drive use of line extension items
Figure 16: Line extension fragrance, any usage, by gender, June-July 2013
Figure 17: Line extension fragrance, any usage, by gender and age, June-July 2013
Line extension items appeal to budget-conscious consumers
Figure 18: Line extension fragrance, any usage, by gender and household income, June-July 2013

Segment Performance
Key points
Women’s fragrances outpacing men’s in terms of sales, share
Sales of fragrances, by segment
Figure 19: Sales of fragrances, segmented by type, 2011 and 2013 (est)

Segment Performance – Women’s Fragrances
Key points
Women’s fragrances on an upward trajectory
Sales and forecast of women’s fragrances
Figure 20: Total U.S. sales and forecast of women’s fragrances, at current prices, 2008-18

Segment Performance – Men’s Fragrances
Key points
Men’s fragrance segment still recovering from recession
Sales and forecast of men’s fragrances
Figure 21: Total U.S. sales and forecast of men’s fragrances, at current prices, 2008-18

Retail Channels
Key points
Fragrance sales dominated by other retail channels
Sales of fragrances, by channel
Figure 22: Retail sales of fragrances, by channel, 2011 and 2013
Prestige retailers prospering while mass fragrance market struggles
Figure 23: Retail sales of fragrances, by channel, at current prices, 2008-13

Brand Usage
Key points
Old Spice, Axe are most used brands among men
Young women are using Bath & Body Works and Victoria’s Secret
Figure 24: Brands of aftershave and cologne used, by gender and age, January 2012-March 2013
Figure 25: Brands of perfume/cologne/toilet water used, by gender and age, January 2012-March 2013

Innovations and Innovators
New product launch trends
Figure 26: Fragrance product launches, by subcategory, 2008-13*
Category innovations
Fragrance subscription boxes
Natural/vegan fragrances
Figure 27: Share of fragrance product launches, by botanical/herbal and ethical claims, 2008-13*
Nighttime fragrances
Smell like your favorite…
destination
dessert
mythical or magical creature
season
university

Marketing Strategies
Overview of the brand landscape
Theme: Celebrity endorsements
Figure 28: Katy Perry killer queen ad, 2013
Figure 29: Taylor Swift Taylor ad, 2013
Theme: Packaging
Theme: Sexual attraction
Figure 30: Gucci Guilty Black ad, 2013
Figure 31: David Beckham Classic photo shoot, 2013

Social Media
Key points
Key social media metrics
Figure 32: Key brand metrics, fragrance brands, August 2013
Market overview
Brand usage and awareness
Figure 33: Usage and awareness of selected fragrance brands, July 2013
Interaction with brands
Figure 34: Interaction with selected fragrance brands, July 2013
Online conversations
Figure 35: Online conversations on selected Fragrance brands, July 1, 2012-July 1, 2013
Where are people talking about fragrance brands?
Figure 36: Online conversations on selected fragrance brands, by page type, July 1, 2012-July 1, 2013
What are people talking about?
Figure 37: Types of conversations around fragrance brands, July 1, 2012-July 1, 2013
Figure 38: Types of conversations around selected fragrance brands, by month, July 1, 2012-July 1, 2013
Brand analysis
Chanel
Figure 39: Chanel social media indicators, August 2013
Key online campaigns
What we think
Victoria’s Secret
Figure 40: Victoria’s Secret key social media indicators, August 2013
Key online campaigns
What we think
Dolce & Gabbana
Figure 41: Dolce & Gabbana key social media indicators, August 2013
Key online campaigns
What we think
Ralph Lauren
Figure 42: Ralph Lauren key social media indicators, august 2013
Key online campaigns
What we think
Estée Lauder
Figure 43: Estée Lauder key social media indicators, August 2013
Key online campaigns
What we think
Calvin Klein
Figure 44: Calvin Klein key social media indicators, August 2013
Key online campaigns
What we think

Usage
Key points
Majority of women use perfume
Age impacts use of fine fragrance
Figure 45: Fine fragrance any usage, by gender, June-July 2013
Figure 46: Fine fragrance any usage, by gender and age, June-July 2013
Budget-conscious women turning to other fragrance formats
Figure 47: Fine fragrance any usage, by gender and household income, June-July 2013
Users of Victoria’s Secret, Dolce & Gabbana are an engaged audience
Figure 48: Any fragrance usage, by each female brand used, June-July 2013
Figure 49: Any fragrance usage, by each male brand used, June-July 2013
Figure 50: Any interest in new product forms/benefits, by brands for women, June-July 2013
Figure 51: Any interest in new product forms/benefits, by brands for men, June-July 2013

Fragrance Selection
Key points
Sampling influences purchase decisions
Figure 52: Fine fragrance selection, by gender, June-July 2013
Young women more likely to exhibit budget-conscious behavior
Brands have opportunity to extend advertising efforts among young men
Figure 53: Fine fragrance selection, by gender and age, June-July 2013

Reasons for Wearing Fragrance
Key points
Women motivated by emotional benefits of wearing fine fragrance
Men more likely to be occasional users of fine fragrance
Figure 54: Reasons for wearing fine fragrance, by gender, June-July 2013
Figure 55: Reasons for wearing fine fragrance, by gender and age, June-July 2013

Interest in Product Innovations – Forms/Benefits
Key points
Fragrances for clothing/fabric generate highest level of interest
New forms and benefits appeal to young category users
Figure 56: Interest in new product forms/benefits, June-July 2013
Figure 57: Any interest in new product forms/benefits, by gender, June-July 2013
Figure 58: Any interest in new product forms/benefits, by gender and age, June-July 2013
Multiple-benefit fragrances appeal to budget-conscious consumers
Figure 59: Any interest in new product forms/benefits, by gender and household income, June-July 2013
Characteristics of those interested in hair perfume
Overview of CHAID analysis
Opportunity to reach those interested in hair perfume
Figure 60: Interest in new fragrance benefits/forms, CHAID Table output, July 2013

Interest in Product Innovations – Retailing Opportunities
Key points
Women enthused by fragrance subscription boxes
Mobile apps could be opportunity to target young men
Figure 61: Interest in retailing opportunities, June-July 2013
Figure 62: Any interest in retailing opportunities, by gender, June-July 2013
Figure 63: Any interest in retailing opportunities, by gender and age, June-July 2013

Interest in Product Innovations – Packaging
Key points
Refillable fragrance bottles appeal to budget-conscious and eco-friendly consumers
Interest in customized and adorned packaging options skews young
Figure 64: Interest in packaging, June-July 2013
Figure 65: Any interest in packaging, by gender, June-July 2013
Figure 66: Any interest in packaging, by gender and age, June-July 2013

Attitudes Toward Fragrance
Key points
Fragrance gifting popular, though some prefer to select their own scent
Mass retailers may not be viewed as fragrance destinations
Figure 67: Attitudes toward fragrance, by gender and age, June-July 2013
Younger respondents experiment and want to learn more, but also confused
Figure 68: Attitudes toward fragrance, by gender, June-July 2013

Race and Hispanic Origin
Key points
Multicultural consumers are highly involved in the category
Figure 69: Fragrance any usage, by race/Hispanic origin, June-July 2013
Black shoppers are seeking value, more information
Asian consumers motivated by luxury
Figure 70: Fine fragrance selection, by race/Hispanic origin, June-July 2013
Figure 71: Household income distribution by race and Hispanic origin of householder, 2011
Figure 72: Attitudes toward fragrance, by race/Hispanic origin, June-July 2013
New benefits, forms, and packaging appeal to multicultural shoppers
Figure 73: Interest in new product forms/benefits, by race/Hispanic origin, June-July 2013
Figure 74: Interest in new product retailing opportunities, by race/Hispanic origin, June-July 2013
Figure 75: Interest in new product packaging, by race/Hispanic origin, June-July 2013

Consumer Segmentation
Figure 76: Fragrance clusters, June-July 2013
Group one: Habituals
Opportunities
Group two: Basic
Opportunities
Group three: Involved
Opportunities
Cluster characteristic tables
Figure 77: Fragrance any usage, by target clusters, June-July 2013
Figure 78: Fine fragrance selection, by target clusters, June-July 2013
Figure 79: Reasons for wearing fine fragrance, by target clusters, June-July 2013
Figure 80: Interest in new product forms/benefits, by target clusters, June-July 2013
Figure 81: Interest in new product retailing opportunities, by target clusters, June-July 2013
Figure 82: Interest in new product packaging, by target clusters, June-July 2013
Figure 83: Attitudes toward fragrance, by target clusters, June-July 2013
Cluster demographics
Figure 84: Target clusters, by demographic, June-July 2013
Cluster methodology

Appendix – Other Useful Consumer Tables
Fragrance usage
Figure 85: Fragrance, any usage, by household income, June-July 2013
Figure 86: Fragrance, regular usage, by gender and age, June-July 2013
Fine fragrance selection
Figure 87: Fine fragrance selection, by gender and household income, June-July 2013
Reasons for wearing fine fragrance
Figure 88: Reasons for wearing fine fragrance, by gender and household income, June-July 2013
Figure 89: Reasons for wearing fine fragrance, by race/Hispanic origin, June-July 2013
Interest in product innovations – retailing opportunities
Figure 90: Any interest in retailing opportunities, by gender and household income, June-July 2013
Attitudes toward fragrance
Figure 91: Attitudes toward fragrance, by gender and household income, June-July 2013

Appendix – CHAID Analysis
Methodology
Figure 92: Interest in new personal care products – CHAID tree output, July 2013

Appendix – Social Media
Brand usage or awareness
Figure 93: Brand usage or awareness, June-July 2013
Figure 94: Brand usage or awareness, June-July 2013 (continued)
Figure 95: Chanel usage or awareness, by demographics, June-July 2013
Figure 96: Estée Lauder usage or awareness, by demographics, June-July 2013
Figure 97: Victoria’s Secret usage or awareness, by demographics, June-July 2013
Figure 98: Dolce & Gabbana usage or awareness, by demographics, June-July 2013
Figure 99: Ralph Lauren usage or awareness, by demographics, June-July 2013
Figure 100: Calvin Klein usage or awareness, by demographics, June-July 2013
Activities done
Figure 101: Activities done, June-July 2013
Figure 102: Activities done, June-July 2013 (continued)
Figure 103: Chanel – Activities done, by demographics, June-July 2013
Figure 104: Estée Lauder – Activities done, by demographics, June-July 2013
Figure 105: Victoria’s Secret – Activities done, by demographics, June-July 2013
Figure 106: Ralph Lauren – Activities done, by demographics, June-July 2013
Figure 107: Calvin Klein – Activities done, by demographics, June-July 2013
Online conversations
Figure 108: Online conversations on selected fragrance brands, July 1, 2012-July 1, 2013
Figure 109: Online conversations on selected fragrance brands, by page type, July 1, 2012-July 1, 2013
Figure 110: Types of conversations around fragrance brands, July 1, 2012-July 1, 2013
Figure 111: Types of conversations around selected fragrance brands, by month, July 1, 2012-July 1, 2013
Figure 112: Types of conversations around selected fragrance brands, by page type July 1, 2012-July 1, 2013

Appendix – Market Drivers
Consumer confidence
Figure 113: University of Michigan’s index of consumer sentiment (ICS), 2007-13
Unemployment
Figure 114: U.S. Unemployment rate, by month, 2002-13
Figure 115: U.S. unemployment and underemployment rates, 2007-13
Figure 116: Number of employed civilians in U.S., in thousands, 2007-13
Racial, ethnic population growth
Figure 117: U.S. population by race and Hispanic origin, 2008, 2013, and 2018
Figure 118: Households with children, by race and Hispanic origin of householder, 2012
Shifting U.S. demographics
Figure 119: U.S. population, by age, 2008-18
Figure 120: U.S. households, by presence of own children, 2002-12

Appendix – Trade Associations

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