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The Spanish Fragrances Market: What Consumers Use and Why?

Published By :

Canadean

Published Date : Oct 2013

Category :

Fragrances

No. of Pages : 54 Pages


Product Synopsis

This report provides the results for the Fragrances market in Spain from Canadean\'s 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?

The weak Spanish economy has forced consumers to evaluate and possibly alter their consumption patterns of many products, including Fragrances. This has made it essential to understand what pockets of growth might exist and whether they represent value or volume opportunities. Knowing the key consumer groups and key trends affecting the market are fundamental to achieving this level of market understanding.

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

  • Of Tweens and Early Teens, 42%are heavy users of Male Fragrances and only 24% are non-users, which is the lowest in the Male Fragrances category. Such a high usage rate is not unexpected as consumers in this age group begin to place more importance on personal grooming as they hit puberty. 
  • The Fragrances market in Spain is dominated by the Female and Male Fragrances categories, which constitute 96%, by value, of the overall market, giving Unisex Fragrances only a 4% share. This indicates that consumers are extremely conscious of gender branding in this market and prefer using gender specific products.
  • The main trend that influences the Female Fragrances market in Spain is Indulgence. This indicates that Female Fragrance products, which are non-essential, are used by consumers for their feel good effect - a little affordable luxury in a time of economic difficulties.

Key Highlights

  • The Better Off wealth group contributes more than a 50% value share to the Fragrances market in Spain, which is significantly higher than all other income groups. This is indicative of the consumer base for Fragrances in Spain as the Better Off group also represents over half the population. Marketers targeting their campaigns at just this demographic are accessing over half the available market already. 
  • Branded products account for the majority of the market share in all categories. This indicates that branding is of extreme significance for consumers and is even more important than the value for money that Private Labels offer. Even in these times of economic difficulty consumers will spend that little bit more to purchase a branded Fragrance product.
  • Urban dwellers contribute 89% share, by value, to the Male Fragrances market; however, they make up only 85% of the population. This disparity in proportions indicates that Rural consumers do not place as much importance on the use of Male Fragrances at this time. Marketers should use this knowledge to concentrate their campaigns on Urban consumers.
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 Carrefour
8.3.2 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: Spain Survey Respondent profile (weighted), 2012
Table 4: Spain Fragrances Value Share (%), by Age Groups, 2012
Table 5: Spain Fragrances Value Share (%), by Gender, 2012
Table 6: Spain Fragrances Value Share (%), by Urban and Rural Dwellers, 2012
Table 7: Spain Fragrances Value Share (%) by Education Level Achieved Groups, 2012
Table 8: Spain Fragrances Value Share (%) by Wealth Groups, 2012
Table 9: Spain Fragrances Value Share (%) by Busy Lives Groups, 2012
Table 10: Spain Female Fragrances Consumer Group Share (% market value), 2012
Table 11: Spain Male Fragrances Consumer Group Share (% market value), 2012
Table 12: Spain Unisex Fragrances Consumer Group Share (% market value), 2012
Table 13: Spain Total Female Fragrances Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: Spain Total Male Fragrances Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: Spain Total Unisex Fragrances Value (Euro millions) and Value Share Influenced by Behavioral Trends, 2012
Table 16: Spain Female Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 17: Spain Female Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 18: Spain Male Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 19: Spain Male Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 20: Spain Unisex Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 21: Spain Unisex Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 22: Spain Female Fragrances Consumer Profiles (% consumers by sub-group), 2012
Table 23: Spain Male Fragrances Consumer Profiles (% consumers by sub-group), 2012
Table 24: Spain Unisex Fragrances Consumer Profiles (% consumers by sub-group), 2012
Table 25: Spain Fragrances Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 26: Spain Female Fragrances Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: Spain Male Fragrances Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: Spain Unisex Fragrances Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 29: Spain, Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: Spain, Female Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: Spain, Male Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: Spain, Unisex Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 33: Spain Fragrances Market Value (Euro million), by Category, 2012
Table 34: Spain Fragrances Market Value (US$ million), by Category, 2012
Table 35: Spain Fragrances Market Volume (Ltrs m), by Category, 2012
Table 36: Spain Fragrances Market Value (US$ million), by Category, 2012
Table 37: Spain Fragrances Expenditure Per Capita (Euro), by Category, 2012
Table 38: Spain Fragrances Expenditure Per Capita (US$), by Category, 2012
Table 39: Spain Fragrances Expenditure Per Household (Euro), by Category
Table 40: Spain Fragrances Expenditure Per Household (US$), by Category
Table 41: Spain Fragrances Market Volume (Ltrs m), by Category, 2012
Table 42: Spain Fragrances Consumption Per Capita (Ltrs) by Category, 2012
Table 43: Spain Fragrances Consumption Per Household (Ltrs) by Category, 2012
Table 44: Spain Fragrances Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Table 45: Spain Female Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 46: Spain Male Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 47: Spain Unisex Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 48: Spain: Profile of Fragrances Consumers Whose Goods Mainly Come From Carrefour (% by Subgroup, as tracked by the Survey), 2012
Table 49: Spain: 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: Spain Fragrances Value Share (%), by Age Groups, 2012
Figure 3: Spain Fragrances Value Share (%), by Gender, 2012
Figure 4: Spain Fragrances Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: Spain Fragrances Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: Spain Fragrances Value Share (%) by Wealth Groups, 2012
Figure 7: Spain Fragrances Value Share (%) by Busy Lives Groups, 2012
Figure 8: Spain Female Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: Spain Female Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: Spain Male Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: Spain Male Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: Spain Unisex Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: Spain Unisex Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: Spain Fragrances Market Value (US$ million), by Category, 2012
Figure 15: Spain Fragrances Expenditure Per Capita (US$), by Category, 2012
Figure 16: Spain Fragrances Expenditure Per Household (US$), by Category
Figure 17: Spain Fragrances Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Figure 18: Spain Female Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 19: Spain Male Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 20: Spain Unisex Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

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