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FRAGRANCES - US - SEPTEMBER 2018

Published By :

Mintel

Published Date : Sep 2018

Category :

Lifestyle

No. of Pages : N/A

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.

Table of contents
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

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