866-997-4948(US-Canada Toll Free)

The Italian Fragrances Market: What Consumers Use and Why?

Published By :

Canadean

Published Date : Oct 2013

Category :

Fragrances

No. of Pages : 65 Pages


Product Synopsis

This report provides the results for the Fragrances market in Italy from Canadeans unique, highly detailed study of consumers Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?

Marketers in the Fragrances market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact size of consumer groups, how much of the Fragrances market they account for, and which consumer trends drive their behavior.

What is the current market landscape and what is changing?

As consumer confidence increases proportionally to economic recovery, consumer trends will be directly affected. Since the global financial crisis of 20082009 the retail market has been characterized by an increase in the amount of discounted and own-brand products. Female, Male, and Unisex fragrances are not considered essential items and therefore consumption patterns have been comparatively affected. As economic and market recovery continues over 2012, consumption patterns will record a positive trend in both the medium and heavy frequency bands and the amount of non-users should decrease

What are the key drivers behind recent market changes?

Consumers uptake of products and the influence of consumer trends are fundamental causes of change in markets making knowing what these trends are and the extent of their influence crucial. The survey-based data provided in this report examines over 20 consumer trends that affect the market and examines the share of consumption across 26 consumer groups. This data provides a detailed insight into exactly who the consumer is and just how much impact the latest consumer trends are having.

What makes this report unique and essential to read?

The data provided is unique in the market as it tracks consumer behavior through to its actual value impact on a product market. This provides readers with a unique data analysis of the market, allowing marketing tactics and strategy to be updated in line with the very latest consumer behaviors.

Key Features and Benefits

  • Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Female Fragrances, Male Fragrances, and Unisex Fragrances.
  • Detailed consumer segmentation covering over 26 consumer groups, 20 consumer trends, and consumption frequency for each product category.
  • Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.
  • Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

  • More men than women consume Unisex fragrances. The low penetration of Unisex Fragrances among women can be attributed to the relatively strong marketing of Female Fragrances.
  • Approximately a quarter of women consume Male Fragrances. This includes a significant number of Heavy users. While not their primary target, this consumption level is significant enough that suppliers of Male Fragrances should consider womens consumption behaviors. 
  • Consumption of Female Fragrances is highest in Mid-Lifers. The Mid-Lifers age group is particularly important, containing the highest proportion of Heavy frequency users and the second-highest proportion of Medium frequency consumers.

Key Highlights

  • Older Consumers hold the highest Fragrances market share by value. This is a combination of the large size of the age group and their high consumption frequency.
  • Consumption analysis reveals that the Better Off wealth group has the largest share of the Fragrances market by value. The second largest share is held by the Hard Pressed wealth group, indicating a strong potential for mass market products. 
  • Private label penetration is low across all three Fragrances categories in Italy. Private label sales will be limited by their perceived low cost and low quality in product categories dominated by luxury and aspirational items.
Table of Content

1 Introduction
1.1 What is this Report About?
1.2 Definitions
1.2.1 Consumer Trends
1.2.2 Consumer Groups
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Exchange Rates
1.2.6 Population Profiles (for interpretation of tables and charts)

2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data

3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Fragrances Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Female Fragrances
3.2.2 Male Fragrances
3.2.3 Unisex Fragrances
3.3 Behavioral Trends and Market Value
3.3.1 Female Fragrances
3.3.2 Male Fragrances
3.3.3 Unisex Fragrances

4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Female Fragrances
4.1.2 Male Fragrances
4.1.3 Unisex Fragrances
4.2 Consumer Profiles by Product Category
4.2.1 Female Fragrances
4.2.2 Male Fragrances
4.2.3 Unisex Fragrances

5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Fragrances Brand Choice and Private Label Consumer Penetration
5.2.1 Female Fragrances
5.2.2 Male Fragrances
5.2.3 Unisex Fragrances

6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers\' Product Choices
6.1.1 Overall Fragrances
6.1.2 Female Fragrances
6.1.3 Male Fragrances
6.1.4 Unisex Fragrances

7 Consumption Impact: Market Valuation
7.1 Fragrances Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Fragrances Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Fragrances Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category

8 Retailer Choice and Category Share
8.1 Retailer Volume Share
8.1.1 Retailer Volume Share in Fragrances
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Female Fragrances
8.2.2 Retail Share by Volume - Male Fragrances
8.2.3 Retail Share by Volume - Unisex Fragrances
8.3 Profiles of End-Consumers of Fragrances, by Retailer Used
8.3.1 Auchan
8.3.2 Bennet SpA
8.3.3 Carrefour
8.3.4 Conad
8.3.5 Coop Italia
8.3.6 Esselunga
8.3.7 Eurospin
8.3.8 Interdis
8.3.9 Selex
8.3.10 Sisa
8.3.11 Other

9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Table

Table 1: Volume Units for the Fragrances Market
Table 2: Foreign Exchange Rate - EUR vs. USD
Table 3: Italy Survey Respondent profile (weighted), 2012
Table 4: Italy Fragrances Value Share (%), by Age Groups, 2012
Table 5: Italy Fragrances Value Share (%), by Gender, 2012
Table 6: Italy Fragrances Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Italy Fragrances Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Italy Fragrances Value Share (%) by Wealth Groups, 2012
Table 9: Italy Fragrances Value Share (%) by Busy Lives Groups, 2012
Table 10: Italy Female Fragrances Consumer Group Share (% market value), 2012
Table 11: Italy Male Fragrances Consumer Group Share (% market value), 2012
Table 12: Italy Unisex Fragrances Consumer Group Share (% market value), 2012
Table 13: Italy Total Female Fragrances Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Italy Total Male Fragrances Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Italy Total Unisex Fragrances Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Italy Female Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Italy Female Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Italy Male Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Italy Male Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Italy Unisex Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Italy Unisex Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Italy Female Fragrances Consumer Profiles (% consumers by sub-group), 2012
Table 23: Italy Male Fragrances Consumer Profiles (% consumers by sub-group), 2012
Table 24: Italy Unisex Fragrances Consumer Profiles (% consumers by sub-group), 2012
Table 25: Italy Fragrances Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Italy Female Fragrances Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Italy Male Fragrances Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Italy Unisex Fragrances Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: Italy, Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Italy, Female Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Italy, Male Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Italy, Unisex Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: Italy Fragrances Market Value (Euro million), by Category, 2012
Table 34: Italy Fragrances Market Value (US$ million), by Category, 2012
Table 35: Italy Fragrances Market Volume (Ltrs m), by Category, 2012
Table 36: Italy Fragrances Market Value (US$ million), by Category, 2012
Table 37: Italy Fragrances Expenditure Per Capita (Euro), by Category, 2012
Table 38: Italy Fragrances Expenditure Per Capita (US$), by Category, 2012
Table 39: Italy Fragrances Expenditure Per Household (Euro), by Category
Table 40: Italy Fragrances Expenditure Per Household (US$), by Category
Table 41: Italy Fragrances Market Volume (Ltrs m), by Category, 2012
Table 42: Italy Fragrances Consumption Per Capita (Ltrs) by Category, 2012
Table 43: Italy Fragrances Consumption Per Household (Ltrs) by Category, 2012
Table 44: Italy Fragrances Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Table 45: Italy Female Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 46: Italy Male Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 47: Italy Unisex Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 48: Italy: Profile of Fragrances Consumers Whose Goods Mainly Come From Auchan (% by Subgroup, as tracked by the Survey), 2012
Table 49: Italy: Profile of Fragrances Consumers Whose Goods Mainly Come From Bennet SpA (% by Subgroup, as tracked by the Survey), 2012
Table 50: Italy: Profile of Fragrances Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 51: Italy: Profile of Fragrances Consumers Whose Goods Mainly Come From Conad (% by Subgroup, as tracked by the Survey), 2012
Table 52: Italy: Profile of Fragrances Consumers Whose Goods Mainly Come From Coop Italia (% by Subgroup, as tracked by the Survey), 2012
Table 53: Italy: Profile of Fragrances Consumers Whose Goods Mainly Come From Esselunga (% by Subgroup, as tracked by the Survey), 2012
Table 54: Italy: Profile of Fragrances Consumers Whose Goods Mainly Come From Eurospin (% by Subgroup, as tracked by the Survey), 2012
Table 55: Italy: Profile of Fragrances Consumers Whose Goods Mainly Come From Interdis (% by Subgroup, as tracked by the Survey), 2012
Table 56: Italy: Profile of Fragrances Consumers Whose Goods Mainly Come From Selex (% by Subgroup, as tracked by the Survey), 2012
Table 57: Italy: Profile of Fragrances Consumers Whose Goods Mainly Come From Sisa (% by Subgroup, as tracked by the Survey), 2012
Table 58: Italy: Profile of Fragrances Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Chart

Figure 1: Consumer Trends Report Methodology
Figure 2: Italy Fragrances Value Share (%), by Age Groups, 2012
Figure 3: Italy Fragrances Value Share (%), by Gender, 2012
Figure 4: Italy Fragrances Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Italy Fragrances Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Italy Fragrances Value Share (%) by Wealth Groups, 2012
Figure 7: Italy Fragrances Value Share (%) by Busy Lives Groups, 2012
Figure 8: Italy Female Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Italy Female Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Italy Male Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Italy Male Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Italy Unisex Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Italy Unisex Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Italy Fragrances Market Value (US$ million), by Category, 2012
Figure 15: Italy Fragrances Expenditure Per Capita (US$), by Category, 2012
Figure 16: Italy Fragrances Expenditure Per Household (US$), by Category
Figure 17: Italy Fragrances Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Figure 18: Italy Female Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 19: Italy Male Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 20: Italy Unisex Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

Make an enquiry before buying this Report

Please fill the enquiry form below.

  • Full Name *
  • Your Email *
  • Job Title *
  • Company *
  • Phone No. * (Pls. Affix Country Code)
  • Message
  • Security Code *