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Mens and Womens Fragrances - UK - August 2014

Published By :

Mintel

Published Date : Aug 2014

Category :

Fragrances

No. of Pages : 220 Pages

Growth in the fragrances market has begun to slow in 2014, with online pureplayers gaining traction through sampling opportunities and flexible delivery options, as well as tempting consumers away from store-based retailers with cheaper prices. However launch activity remains strong, with men’s and unisex fragrances receiving an increased focus and gaining momentum. Fragrance brands will be challenged by planned ingredient regulations, however they can take this opportunity to respond to consumer concerns over chemicals and interest in alternative formats.
Table of Content

Introduction

Products covered in this report
Excluded
Abbreviations

Executive Summary

Savvy shopping behaviours slow pace of growth
Figure 1: UK retail value sales of men’s and women’s fragrance products, 2009-19
New allergen regulations set to re-shape the market
Men’s fragrances take higher share of launches
Figure 2: New product launches in the UK fragrances market, % share by launch type, January 2010-June 2014
Alternative formats can benefit from free-from trend
Figure 3: Fragrance usage, June 2014
Personal choice is crucial in fragrance shopping
Figure 4: Attitudes towards fragrance purchasing, June 2014
Strong interest in refillable products
Figure 5: Attitudes towards fragrance usage, June 2014
What we think

Issues and Insights

Allergen regulations prompt consumer concern
The facts
The implications
Consumers demand longer-lasting products
The facts
The implications
The threat of savvy shopping spawns a price vs experience battle
The facts
The implications

Trend Application

Trend: Moral Brands
Trend: Experience is All
Futures trend: East Meets West

Market Drivers

Key points
Ageing population reveals a new target consumer
Figure 6: Trends in the age structure of the UK population, by gender, 2009-19
Employment increases post-recession
Figure 7: Employment and unemployment, by gender, 2009-19
Beauty spend remains strong but consumers save money online
Figure 8: Trends in spend on fragrances/toiletries/make-up, June 2010-June 2014
Allergens and chemical ingredients continue to hold consumer attention

Who’s Innovating?

Key points
Men’s fragrances take higher share of launches
Figure 9: New product launches in the UK fragrances market, % share by launch type, January 2010-June 2014
Figure 10: Examples of notable men’s fragrance launches July 2013 – June 2014
Level of NPD peaked in 2012
Figure 11: New product launches in the UK fragrances market, % share by launch type, January 2010-June 2014
Environmentally friendly packaging remains prominent
Figure 12: Most prominent positioning claims in 2013 in the UK fragrances market, based on top ten for 2013, 2011-13
Valentine’s launches feed seasonal claim
Figure 13: Examples of fragrance gift sets launched for Valentine’s Day 2014
Fragrance marketing explores limited edition edibles
Figure 14: Examples of fragrance launches with edible marketing campaigns, 2014
All that glitters is gold
Figure 15: Examples of fragrances repackaged in gold livery, January 2013 – June 2014
The year of the grapefruit
Figure 16: Examples of men’s fragrances carrying grapefruit notes, January-July 2014
Suede: the new leather?
Figure 17: Examples of fragrances containing suede as a fragrance note, 2013-14
Evocative and collectable
Figure 18: Examples of collectable and evocative fragrance bottles, 2013-14
Coty leads NPD in 2013
Figure 19: New product development in the UK fragrance market, by top five ultimate companies and other, 2013
Wearable fragrance devices a trend for 2014

Market Size and Forecast

Key points
Savvy shopping behaviours slow pace of growth
Figure 20: UK retail value sales of men’s and women’s fragrance products, 2009-19
Market growth forecast at 2% per annum to 2019
Figure 21: UK retail value sales of men’s and women’s fragrance products, 2009-19
Forecast methodology

Segment Performance

Key points
Fine fragrances responsible for growth momentum
Figure 22: UK retail value sales of fragrances, by sector, 2012-14
Unisex market strengthens

Market Share

Key points
Coty strengthens share of the fragrances market
Figure 23: Manufacturer’s shares in fragrances, 2012-13

Companies and Products

Coty
Figure 24: Coty UK Limited financial performance, year ending 30 June, 2012-13
Figure 25: Examples of new product launches by Coty in the fragrances market, August 2013-June 2014
LVMH
Figure 26: LVMH (global) financial performance, 2012-13
Figure 27: Examples of new product launches by LVMH in the fragrances market, August 2013-June 2014
Procter & Gamble
Figure 28: Key financials for Procter & Gamble (Health and Beauty Care) Ltd, 2012-13
Figure 29: Examples of new product launches by P&G in the fragrances market, August 2013-June 2014
Shiseido
Figure 30: Shiseido (UK) financial performance, 2012-13
Figure 31: Examples of new product launches by Shiseido in the fragrances market, August 2013-June 2014

Brand Research

Brand map
Figure 32: Attitudes towards and usage of brands in the fragrances sector, May 2014
Correspondence analysis
Brand attitudes
Figure 33: Attitudes, by fragrances brand, May 2014
Brand personality
Figure 34: Fragrances brand personality – macro image, May 2014
Figure 35: Fragrances brand personality – micro image, May 2014
Brand experience
Figure 36: Fragrances brand usage, May 2014
Figure 37: Satisfaction with various fragrances brands, May 2014
Figure 38: Consideration of fragrances brands, May 2014
Figure 39: Consumer perceptions of current fragrances brand performance, May 2014
Brand recommendation
Figure 40: Likely recommendation of selected fragrances brands, May 2014

Brand Communication and Promotion

Key points
Total advertising spend remains consistent
Figure 41: Main monitored UK advertising spend on fragrances, January 2011-June 2014
L’Oréal Luxury increases promotional spend YOY
Figure 42: UK fragrances advertising spend, by top five advertisers plus other, January 2012-June 2014
Outdoor fragrance campaigns become more prominent
Figure 43: UK fragrances advertising spend, by media type, January 2012-June 2014
Mobile advertising becoming more prolific
Figure 44: Viktor & Rolf BonBon EE Recommends mobile promotion, May 2014
Women’s designer fragrances take over half of advertising spend
Figure 45: UK fragrances advertising spend, by product type, 2013

Channels to Market

Key points
Online channel sees growth…
Figure 46: UK retail values sales of fragrances, by outlet type, 2012-13
but store-based retailers remain competitive

The Consumer – Frequency of Scent Usage

Key points
Body mist used more frequently than perfume or aftershave
Figure 47: Fragrance usage, June 2014
Aftershave vs perfume
Alternative formats can benefit from free-from trend
Figure 48: Examples from Estée Lauder’s Christmas 2013 solid perfume range
Women most likely to use a wider range of fragrance products
Figure 49: Repertoire of fragrance usage, June 2014

The Consumer – Scent Wardrobe

Key points
Few fragrance users commit to a single scent
Figure 50: Range of scents, June 2014
Signature scents can boost format repertoire
Women most likely to be occasion wearers

The Consumer – Reasons for Purchasing Last Fragrance

Key points
Fragrance sampling still drives choice
Figure 51: Reasons for purchase, June 2014
Scent loyalty driven by older women
Men more interested in partners’ tastes

The Consumer – Fragrance Usage Attitudes

Key points
Half of consumers like to experiment with brands
Figure 52: Attitudes towards fragrance usage, June 2014
Women more knowledgeable on fragrance notes
Customisation a niche but growing trend
Figure 53: Selfridges Fragrance Lab profiling questionnaire, July 2014
Celebrity fragrances appeal with packaging

The Consumer – General Attitudes towards Fragrances

Key points
Personal choice is crucial in fragrance shopping
Figure 54: General attitudes towards fragrances, June 2014
Handbag-sized products appeal to women
Figure 55: Electrolux OZ-1 necklace
Demand for longer lasting mirrors trend in colour cosmetics
Allergens an issue

The Consumer – Interest in New Product Development

Key points
High level of interest in refillable products
Figure 56: Interest in new product development, June 2014
Figure 57: Sephora Barcelona
Young women seek long lasting products
Opportunities for the in-store experience
Fragrance apps divide opinion

Appendix – Who’s Innovating?

Figure 58: Index of fragrances containing suede notes (2011 = 100), January 2011-June 2014

Appendix – Brand Communication and Promotion

Figure 59: UK advertising spend on fragrances, by top five product type plus other, January 2012-June 2014

Appendix – Brand Research

Figure 60: Brand usage, May 2014
Figure 61: Brand commitment, May 2014
Figure 62: Brand momentum, May 2014
Figure 63: Brand diversity, May 2014
Figure 64: Brand satisfaction, May 2014
Figure 65: Brand recommendation, May 2014
Figure 66: Brand attitude, May 2014
Figure 67: Brand image – macro image, May 2014
Figure 68: Brand image – micro image, May 2014

Appendix – The Consumer – Frequency of Scent Usage

Figure 69: Fragrance usage, June 2014
Figure 70: Fragrance usage, by most popular attitudes towards fragrance purchasing, June 2014
Figure 71: Fragrance usage, by next most popular attitudes towards fragrance purchasing, June 2014
Figure 72: Fragrance usage, by range of scents, June 2014
Figure 73: Fragrance usage – Scented soap/shower gel, by demographics, June 2014
Figure 74: Fragrance usage – Aftershave^, by demographics, June 2014
Figure 75: Fragrance usage – Body spray/mist, by demographics, June 2014
Figure 76: Fragrance usage – Perfume, by demographics, June 2014
Figure 77: Fragrance usage – Scented body lotion, by demographics, June 2014
Figure 78: Fragrance usage – Eau de Cologne, by demographics, June 2014
Figure 79: Fragrance usage – Travel-sized fragrance, by demographics, June 2014
Figure 80: Fragrance usage – Alternative perfume format, by demographics, June 2014
Figure 81: Fragrance usage – Scented body powder, by demographics, June 2014
Repertoire analysis – Product usage
Figure 82: Repertoire of fragrance usage, June 2014
Figure 83: Repertoire of fragrance usage, by demographics, June 2014

Appendix – The Consumer – Scent Wardrobe

Figure 84: Range of scents, June 2014
Figure 85: Range of scents, by demographics, June 2014

Appendix – The Consumer – Reasons for Purchasing Last Fragrance

Figure 86: Reasons for purchase, June 2014
Figure 87: Most popular reasons for purchase, by demographics, June 2014
Figure 88: Next most popular reasons for purchase, by demographics, June 2014
Figure 89: Other reasons for purchase, by demographics, June 2014

Appendix – The Consumer – Fragrance Usage Attitudes

Figure 90: Attitudes towards fragrance usage, June 2014
Figure 91: Reasons for purchase, by most popular attitudes towards fragrance usage, June 2014
Figure 92: Reasons for purchase, by next most popular attitudes towards fragrance usage, June 2014
Figure 93: Most popular attitudes towards fragrance usage, by demographics, June 2014
Figure 94: Next most popular attitudes towards fragrance usage, by demographics, June 2014

Appendix – The Consumer – General Attitudes towards Fragrances

Figure 95: General attitudes towards fragrances, June 2014
Figure 96: Most popular general attitudes towards fragrances, by demographics, June 2014
Figure 97: Next most popular general attitudes towards fragrances, by demographics, June 2014

Appendix – The Consumer – Interest in New Product Development

Figure 98: Interest in new product development, June 2014
Figure 99: Interest in new product development, by most popular attitudes towards fragrance usage, June 2014
Figure 100: Interest in new product development, by next most popular attitudes towards fragrance usage, June 2014
Figure 101: Interest in new product development – In-store station that would allow me to refill my current bottle of fragrance for a reduced price, by demographics, June 2014
Figure 102: Interest in new product development – Smaller sizes of fragrance that allow me to experiment without purchasing a full-size product, by demographics, June 2014
Figure 103: Interest in new product development – Encapsulated fragrances, by demographics, June 2014
Figure 104: Interest in new product development – In-store recycling for empty fragrance bottles, by demographics, June 2014
Figure 105: Interest in new product development – Products I can smell in-store to refresh my sense of smell whilst testing a wide range of fragrances, by demographics, June 2014
Figure 106: Interest in new product development – An in-store diagnostic tool that would help me identify a fragrance that best suits me, by demographics, June 2014
Figure 107: Interest in new product development – An app that would allow me to digitally smell new fragrances, by demographics, June 2014
Figure 108: Interest in new product development – Fragrance primer, by demographics, June 2014
Figure 109: Interest in new product development – Single use fragrance products for on the go use, by demographics, June 2014
Figure 110: Interest in new product development – An app that would help me research and identify new fragrances based on my preferences, by demographics, June 2014

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