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Mens and Womens Fragrances - UK - August 2013

Published By :

Mintel

Published Date : Aug 2013

Category :

Fragrances

No. of Pages : 218 Pages


Most consumers prefer to test fragrance before they buy, resulting in sales from bricks and mortar stores eclipsing online retail for fragrances. However, encouraging more buyers to venture online could result in boosted sales for completely new or niche perfumes. Innovative and dynamic communication should therefore be a key area of focus for brands in order to help consumers make more informed product selections from the home, such as harnessing the scope of new digital fragrance delivery methods.
TABLE OF CONTENT

Introduction
Products covered in this report
Excluded
Abbreviations
    
Executive Summary
The market: Growth continues into 2013
Figure 1: UK best- and worst-case forecast for value sales of men’s and women’s fragrances, 2008-18
Market drivers: Seniors offer the highest potential for growth as the young adult population stalls
Product innovation: Own-label brands challenge established multinational launches
Figure 2: New product launches in fragrances, % by top 10 ultimate companies and other, 2012
The consumer: Use of fragrances and scented products
Figure 3: Frequency of use of fragrances and scented toiletries, July 2013
The consumer: Young adults need education on fragrance concentration
Figure 4: Consumer knowledge of fragrances, July 2013
What we think

Issues in the Market
Could growing concerns over allergens be a blow for perfume?
How are celebrity fragrances evolving?
Branded or bespoke?
How can new digital advances benefit the fragrance industry and consumers?
    
Trend Application
Trend: Mood to Order
Trend: Guiding Choice
2015 Trend: Old Gold
    
Market Drivers
Key points
Perfume remains a popular choice for gifting
Figure 5: Items bought as gifts, Christmas 2012, January 2013
Reduction in international journeys could impact Duty-Free sales
Figure 6: Overseas journeys (all purposes), by region, 2007-12
Seniors offer highest potential for growth
Figure 7: Trends in the age structure of the UK population, 2008-18
Growth in the ‘heavy use’ C2 group is a positive for the fragrance market
Figure 8: Adult population trends, by socio-economic group, 2008-18
Employment figures predicted to rise by 2018
Figure 9: Adults in full time employment and usage of any type of fragrance, by age, July 2013
The animal testing ban and its impact on fragrances
Increasing EU ingredient regulations
    
Who’s Innovating?
Key points
Women’s fragrances lead NPD
Figure 10: Fragrance launches, by category, 2009-12
New product launches by company, 2012
Figure 11: New product launches in fragrances, % by top 10 ultimate companies and other, 2012
Seasonal launches grow in prevalence
Figure 12: New product launches for fragrances, by top 5 claims (excluding male and female), 2009-May 2013
New products dominate, but relaunches gain more momentum
Figure 13: New product launches, % share, by launch type, 2009-May2013
Fragrance trends
Middle Eastern notes add a touch of Arabian luxury
Figure 14: Selected launches that take inspiration from the Middle East, 2013
Rose remains a dominant note
Figure 15: Selected launches that highlight the provenance of their rose content, 2013
Celebrity fragrances continue to emerge
Figure 16: Examples of celebrity fragrance launches, 2012-13
Men’s fragrances offer a touch of fantasy
Figure 17: Selected launches for men, 2012-13
Beyond the norm
    
Market Size and Forecast
Key points
Fragrance growth paces on
Figure 18: Value sale of fragrances 2008-18
The future
Figure 19: UK best- and worst-case forecast for value sales of men’s and women’s fragrances, 2008-18
Forecast Methodology
    
Segment Performance
Key points
Segment overview & comparison
Figure 20: UK retail value sales of fragrances, by sector, 2011-13
    
Market Share
Key points
Manufacturers Shares
Figure 21: Manufacturers’ shares in fragrances, 2012
    
Companies and Products
Avon
Company background
Financial performance and strategy
Figure 22: Financial performance of Avon UK, 2010-11
Product range and innovation
Figure 23: Avon fragrance launches, 2013
Marketing and advertising
Coty
Company background
Financial performance and strategy
Figure 24: Financial performance – Coty UK Limited, 2011-12
Product range and innovation
Figure 25: Coty fragrance launches, Q2 2013
Marketing and advertising
Elizabeth Arden
Company background
Financial performance and strategy
Figure 26: Financial performance of Elizabeth Arden UK Ltd., 2011 and 2012
Product range and innovation
Figure 27: Elizabeth Arden fragrances launched, 2013
Marketing and advertising
Estée Lauder
Company background
Financial performance and strategy
Figure 28: Financial performance of Estée Lauder Cosmetics Ltd., 2011 and 2012
Product range and innovation
Figure 29: Estée Lauder fragrances launched, Q2 2013
Marketing and advertising
L’Oréal
Company background
Financial performance and strategy
Figure 30: Financial performance L’Oréal UK, 2010-11
Product range and innovation
Figure 31: L’Oréal fragrance launches, 2013
Marketing and advertising
LVMH
Company background
Figure 32: Financial performance of LVMH, 2011 and 2012
Product range and innovation
Figure 33: LVMH fragrances launched, 2013
Marketing and advertising
Procter & Gamble
Company background
Financial performance and strategy
Figure 34: Financial performance of Procter & Gamble (Health & Beauty Care) Limited, 2011 and 2012
Product range and innovation
Figure 35: Procter & Gamble fragrances launched, 2013
Marketing and advertising
Shiseido
Company background
Financial performance and strategy
Figure 36: Financial performance of Shiseido UK Co Ltd., 2011 and 2012
Product range and innovation
Figure 37: Shiseido fragrances launched, 2013
Marketing and advertising
Clarins
Groupe Yves Rocher
Inter Parfums
Marks & Spencer
Oriflame
Puig
Unilever

Brand Research
Brand map
Figure 38: Attitudes towards and usage of brands in the fragrance sector, April 2013
Correspondence analysis
Brand attitudes
Figure 39: Attitudes by fragrance brand, April 2013
Brand personality
Figure 40: Fragrance brand personality – macro image, April 2013
Figure 41: Fragrance brand personality – micro image, April 2013
Brand experience
Figure 42: Fragrance brand usage, April 2013
Figure 43: Satisfaction with various fragrance brands, April 2013
Figure 44: Consideration of fragrance brands, April 2013
Figure 45: Consumer perceptions of current fragrance brand performance, April 2013
Figure 46: Fragrance brand recommendation – Net Promoter Score, April 2013
Brand index
Figure 47: Fragrance brand index, April 2013
Figure 48: Fragrance brand index vs. recommendation, April 2013
Target group analysis
Figure 49: Target groups, April 2013
Figure 50: Fragrance brand usage, by target groups, April 2013
Group One – Conformists
Group Two – Simply the Best
Group Three – Shelf Stalkers
Group Four – Habitual Shoppers
Group Five – Individualists
    
Brand Communication and Promotion
Key points
Total advertising spend
Figure 51: UK advertising spend on fragrances, 2009-12
New product launches against ad spend
Figure 52: Monthly index of average number of new product launches and average adspend, 2009-12
Ad spend by category
Figure 53: UK advertising spend on fragrances, by product category, 2012
Ad spend by media type
Figure 54: UK advertising spend on fragrances, by top three media types and other, 2011-12
Leading advertisers
Figure 55: UK advertising spend on fragrances, by top 10 advertisers, 2009-12

Channels to Market
Key points
Boots maintains its distribution lead
Figure 56: UK retail sales of fragrances, by outlet type, 2012
Department stores create a more immersive experience
Online offers substantial potential for growth

The Consumer – Usage and Frequency
Key points
Use of fragrances and fragranced products
Figure 57: Frequency of use of fragrances and scented toiletries, July 2013
Women are most prominent fragrance users
Figure 58: Types of fragrance used, by gender, July 2013
Use of fragrances wanes with age
Figure 59: Users of fragrance, by age, July 2013

The Consumer – Reasons for Wearing Fragrances
Key points
Smelling good key priority in grooming regime
Figure 60: Main reasons for wearing fragrances, July 2013
Special occasions encourages usage by young adults
Women display a more emotional approach to fragrances
Number of reasons for fragrance usage
Figure 61: Number of reasons for wearing fragrances, July 2013

The Consumer – Buying Fragrances
Key points
In-store purchasing remains most popular
Figure 62: Retail outlets from which fragrances have been purchased in last 12 months to July 2013, July 2013
Inability to test fragrances impacts online sales

The Consumer – Attitudes Towards Fragrances
Key points
Pre-purchase sampling remains crucial for fragrances
Figure 63: Consumer attitudes towards fragrances, July 2013
The celebrity effect
Variety is not always the spice of life

The Consumer – Interest in Fragrance Innovation
Key points
Refillable fragrances are highly desirable
Figure 64: Consumer interest in fragrance innovation, July 2013
Personalisation for a unique finish resonates with young adults
New fragrance innovations extend opportunities

The Consumer – Knowledge of Fragrances
Key points
Young adults need education on fragrance concentration
Figure 65: Consumer knowledge of fragrances, July 2013
Fragrance familiarity and an excess of choice dampens drive to experiment by older consumers
Men display a more basic approach to fragrance

Appendix – Market Drivers
Figure 66: Fragrance set launches for Valentine’s Day, Christmas and Other as % of seasonal set launches, 2009-May13
Figure 67: Employment and unemployment, by gender, 2008-18

Appendix – Who’s Innovating?
Figure 68: New product launches in fragrances, % by top ten ultimate companies and other, 2012
Figure 69: UK fragrance launches and launch types by top ten fragrance brands, 2012

Appendix – Market Size and Forecast
Figure 70: UK best- and worst-case forecast for value sales of the women’s fragrances segment, 2008-18
Figure 71: UK best- and worst-case forecast for value sales of the men’s fragrances segment, 2008-18

Appendix – Brand Research
Figure 72: Brand usage, April 2013
Figure 73: Brand commitment, April 2013
Figure 74: Brand momentum, April 2013
Figure 75: Brand diversity, April 2013
Figure 76: Brand satisfaction, April 2013
Figure 77: Brand recommendation, April 2013
Figure 78: Brand attitude, April 2013
Figure 79: Brand image – macro image, April 2013
Figure 80: Brand image – micro image, April 2013
Figure 81: Profile of target groups, by demographics, April 2013
Figure 82: Psychographic segmentation by target groups, April 2013
Figure 83: Brand usage by target groups, April 2013
Brand Index
Figure 84: Brand index, April 2013

Appendix – Brand Communication and Promotion
Figure 85: UK advertising spend on fragrances, by top 20 advertisers, 2009-12

Appendix – The Consumer – Usage and Frequency
Figure 86: Frequency of use of fragrances and scented toiletries, July 2013
Figure 87: Frequency of use of fragrances and scented toiletries, July 2013 (continued)
Figure 88: Frequency of use of fragrances, by demographics, July 2013
Figure 89: Frequency of use of fragrances, by demographics, July 2013 (continued)
Figure 90: Frequency of use of parfum or perfume extract, by demographics, July 2013
Figure 91: Frequency of use of parfum or perfume extract, by demographics, July 2013 (continued)
Figure 92: Frequency of use of eau de parfum, by demographics, July 2013
Figure 93: Frequency of use of eau de parfum, by demographics, July 2013 (continued)
Figure 94: Frequency of use of eau de toilette, by demographics, July 2013
Figure 95: Frequency of use of eau de toilette, by demographics, July 2013 (continued)
Figure 96: Frequency of use of fragrance (concentration of essence unknown), by demographics, July 2013
Figure 97: Frequency of use of fragrance (concentration of essence unknown), by demographics, July 2013 (continued)
Figure 98: Frequency of use of scented soap/shower gel, by demographics, July 2013
Figure 99: Frequency of use of scented soap/shower gel, by demographics, July 2013 (continued)
Figure 100: Frequency of use of body spray, by demographics, July 2013
Figure 101: Frequency of use of body spray, by demographics, July 2013 (continued)
Repertoire
Figure 102: Repertoire for frequency of use of fragrances and scented toiletries, July 2013
Figure 103: Repertoire for frequency of use of fragrances and scented toiletries, by demographics, July 2013

Appendix – The Consumer – Reasons for Wearing Fragrances
Figure 104: Frequency of use of fragrances, by most popular main reasons for wearing fragrances, July 2013
Figure 105: Frequency of use of fragrances, by next most popular main reasons for wearing fragrances, July 2013
Figure 106: Frequency of use of eau de parfum, by most popular main reasons for wearing fragrances, July 2013
Figure 107: Frequency of use of eau de parfum, by next most popular main reasons for wearing fragrances, July 2013
Figure 108: Most popular main reasons for wearing fragrances, by demographics, July 2013
Figure 109: Next most popular main reasons for wearing fragrances, by demographics, July 2013
Repertoire
Figure 110: Repertoire for main reasons for wearing fragrances, July 2013
Figure 111: Main reasons for wearing fragrances, by repertoire for main reasons for wearing fragrances, July 2013
Figure 112: Repertoire for main reasons for wearing fragrances, by demographics, July 2013

Appendix – The Consumer – Buying Fragrances
Figure 113: Most popular retail outlets from which fragrances have been purchased in last 12 months to July 2013, by demographics, July 2013
Figure 114: Next most popular retail outlets from which fragrances have been purchased in last 12 months to July 2013, by demographics, July 2013
Figure 115: Other retail outlets from which fragrances have been purchased in last 12 months to July 2013, by demographics, July 2013

Appendix – The Consumer – Attitudes Towards Fragrances
Figure 116: Most popular consumer attitudes towards fragrances, by demographics, July 2013
Figure 117: Next most popular consumer attitudes towards fragrances, by demographics, July 2013
Figure 118: Other consumer attitudes towards fragrances, by demographics, July 2013

Appendix – The Consumer – Interest in Fragrance Innovation
Figure 119: Most popular consumer interest in fragrance innovation, by demographics, July 2013
Figure 120: Next most popular consumer interest in fragrance innovation, by demographics, July 2013
Figure 121: Other consumer interest in fragrance innovation, by demographics, July 2013

Appendix – The Consumer – Knowledge of Fragrances
Figure 122: Most popular consumer knowledge of fragrances, by demographics, July 2013
Figure 123: Next most popular consumer knowledge of fragrances, by demographics, July 2013

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