Table of Contents
Executive Summary
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- Savvy shopping behaviours slow pace of growth
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- 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
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- 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
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- Figure 3: Fragrance usage, June 2014
- Personal choice is crucial in fragrance shopping
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- Figure 4: Attitudes towards fragrance purchasing, June 2014
- Strong interest in refillable products
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- Figure 5: Attitudes towards fragrance usage, June 2014
- What we think
Issues and Insights
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- 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
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- Trend: Moral Brands
- Trend: Experience is All
- Futures trend: East Meets West
Market Drivers
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- Key points
- Ageing population reveals a new target consumer
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- Figure 6: Trends in the age structure of the UK population, by gender, 2009-19
- Employment increases post-recession
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- Figure 7: Employment and unemployment, by gender, 2009-19
- Beauty spend remains strong but consumers save money online
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- 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?
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- Key points
- Men’s fragrances take higher share of launches
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- 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
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- Figure 11: New product launches in the UK fragrances market, % share by launch type, January 2010-June 2014
- Environmentally friendly packaging remains prominent
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- 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
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- Figure 13: Examples of fragrance gift sets launched for Valentine’s Day 2014
- Fragrance marketing explores limited edition edibles
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- Figure 14: Examples of fragrance launches with edible marketing campaigns, 2014
- All that glitters is gold
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- Figure 15: Examples of fragrances repackaged in gold livery, January 2013 – June 2014
- The year of the grapefruit
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- Figure 16: Examples of men’s fragrances carrying grapefruit notes, January-July 2014
- Suede: the new leather?
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- Figure 17: Examples of fragrances containing suede as a fragrance note, 2013-14
- Evocative and collectable
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- Figure 18: Examples of collectable and evocative fragrance bottles, 2013-14
- Coty leads NPD in 2013
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- 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
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- Key points
- Savvy shopping behaviours slow pace of growth
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- 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
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- Figure 21: UK retail value sales of men’s and women’s fragrance products, 2009-19
- Forecast methodology
Segment Performance
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- Key points
- Fine fragrances responsible for growth momentum
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- Figure 22: UK retail value sales of fragrances, by sector, 2012-14
- Unisex market strengthens
Market Share
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- Key points
- Coty strengthens share of the fragrances market
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- Figure 23: Manufacturer’s shares in fragrances, 2012-13
Companies and Products
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- Coty
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- Figure 24: Coty UK Limited financial performance, year ending 30 June, 2012-13
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- Figure 25: Examples of new product launches by Coty in the fragrances market, August 2013-June 2014
- LVMH
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- Figure 26: LVMH (global) financial performance, 2012-13
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- Figure 27: Examples of new product launches by LVMH in the fragrances market, August 2013-June 2014
- Procter & Gamble
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- Figure 28: Key financials for Procter & Gamble (Health and Beauty Care) Ltd, 2012-13
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- Figure 29: Examples of new product launches by P&G in the fragrances market, August 2013-June 2014
- Shiseido
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- Figure 30: Shiseido (UK) financial performance, 2012-13
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- Figure 31: Examples of new product launches by Shiseido in the fragrances market, August 2013-June 2014
Brand Research
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- Brand map
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- Figure 32: Attitudes towards and usage of brands in the fragrances sector, May 2014
- Correspondence analysis
- Brand attitudes
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- Figure 33: Attitudes, by fragrances brand, May 2014
- Brand personality
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- Figure 34: Fragrances brand personality – macro image, May 2014
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- Figure 35: Fragrances brand personality – micro image, May 2014
- Brand experience
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- Figure 36: Fragrances brand usage, May 2014
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- Figure 37: Satisfaction with various fragrances brands, May 2014
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- Figure 38: Consideration of fragrances brands, May 2014
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- Figure 39: Consumer perceptions of current fragrances brand performance, May 2014
- Brand recommendation
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- Figure 40: Likely recommendation of selected fragrances brands, May 2014
Brand Communication and Promotion
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- Key points
- Total advertising spend remains consistent
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- Figure 41: Main monitored UK advertising spend on fragrances, January 2011-June 2014
- L’Oréal Luxury increases promotional spend YOY
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- Figure 42: UK fragrances advertising spend, by top five advertisers plus other, January 2012-June 2014
- Outdoor fragrance campaigns become more prominent
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- Figure 43: UK fragrances advertising spend, by media type, January 2012-June 2014
- Mobile advertising becoming more prolific
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- Figure 44: Viktor & Rolf BonBon EE Recommends mobile promotion, May 2014
- Women’s designer fragrances take over half of advertising spend
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- Figure 45: UK fragrances advertising spend, by product type, 2013
Channels to Market
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- Key points
- Online channel sees growth…
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- 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
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- Key points
- Body mist used more frequently than perfume or aftershave
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- Figure 47: Fragrance usage, June 2014
- Aftershave vs perfume
- Alternative formats can benefit from free-from trend
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- Figure 48: Examples from Estée Lauder’s Christmas 2013 solid perfume range
- Women most likely to use a wider range of fragrance products
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- Figure 49: Repertoire of fragrance usage, June 2014
The Consumer – Scent Wardrobe
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- Key points
- Few fragrance users commit to a single scent
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- 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
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- Key points
- Fragrance sampling still drives choice
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- Figure 51: Reasons for purchase, June 2014
- Scent loyalty driven by older women
- Men more interested in partners’ tastes
The Consumer – Fragrance Usage Attitudes
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- Key points
- Half of consumers like to experiment with brands
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- Figure 52: Attitudes towards fragrance usage, June 2014
- Women more knowledgeable on fragrance notes
- Customisation a niche but growing trend
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- Figure 53: Selfridges Fragrance Lab profiling questionnaire, July 2014
- Celebrity fragrances appeal with packaging
The Consumer – General Attitudes towards Fragrances
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- Key points
- Personal choice is crucial in fragrance shopping
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- Figure 54: General attitudes towards fragrances, June 2014
- Handbag-sized products appeal to women
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- 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
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- Key points
- High level of interest in refillable products
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- Figure 56: Interest in new product development, June 2014
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- Figure 57: Sephora Barcelona
- Young women seek long lasting products
- Opportunities for the in-store experience
- Fragrance apps divide opinion
Appendix – Who’s Innovating?
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- Figure 58: Index of fragrances containing suede notes (2011 = 100), January 2011-June 2014
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Appendix – Brand Communication and Promotion
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- Figure 59: UK advertising spend on fragrances, by top five product type plus other, January 2012-June 2014
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Appendix – Brand Research
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- Figure 60: Brand usage, May 2014
- Figure 61: Brand commitment, May 2014
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- Figure 62: Brand momentum, May 2014
- Figure 63: Brand diversity, May 2014
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- Figure 64: Brand satisfaction, May 2014
- Figure 65: Brand recommendation, May 2014
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- Figure 66: Brand attitude, May 2014
- Figure 67: Brand image – macro image, May 2014
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- Figure 68: Brand image – micro image, May 2014
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Appendix – The Consumer – Frequency of Scent Usage
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- Figure 69: Fragrance usage, June 2014
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- Figure 70: Fragrance usage, by most popular attitudes towards fragrance purchasing, June 2014
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- Figure 71: Fragrance usage, by next most popular attitudes towards fragrance purchasing, June 2014
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- Figure 72: Fragrance usage, by range of scents, June 2014
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- Figure 73: Fragrance usage – Scented soap/shower gel, by demographics, June 2014
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- Figure 74: Fragrance usage – Aftershave^, by demographics, June 2014
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- Figure 75: Fragrance usage – Body spray/mist, by demographics, June 2014
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- Figure 76: Fragrance usage – Perfume, by demographics, June 2014
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- Figure 77: Fragrance usage – Scented body lotion, by demographics, June 2014
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- Figure 78: Fragrance usage – Eau de Cologne, by demographics, June 2014
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- Figure 79: Fragrance usage – Travel-sized fragrance, by demographics, June 2014
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- Figure 80: Fragrance usage – Alternative perfume format, by demographics, June 2014
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- Figure 81: Fragrance usage – Scented body powder, by demographics, June 2014
- Repertoire analysis – Product usage
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- Figure 82: Repertoire of fragrance usage, June 2014
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- Figure 83: Repertoire of fragrance usage, by demographics, June 2014
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Appendix – The Consumer – Scent Wardrobe
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- Figure 84: Range of scents, June 2014
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- Figure 85: Range of scents, by demographics, June 2014
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Appendix – The Consumer – Reasons for Purchasing Last Fragrance
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- Figure 86: Reasons for purchase, June 2014
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- Figure 87: Most popular reasons for purchase, by demographics, June 2014
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- Figure 88: Next most popular reasons for purchase, by demographics, June 2014
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- Figure 89: Other reasons for purchase, by demographics, June 2014
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Appendix – The Consumer – Fragrance Usage Attitudes
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- Figure 90: Attitudes towards fragrance usage, June 2014
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- Figure 91: Reasons for purchase, by most popular attitudes towards fragrance usage, June 2014
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- Figure 92: Reasons for purchase, by next most popular attitudes towards fragrance usage, June 2014
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- Figure 93: Most popular attitudes towards fragrance usage, by demographics, June 2014
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- Figure 94: Next most popular attitudes towards fragrance usage, by demographics, June 2014
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Appendix – The Consumer – General Attitudes towards Fragrances
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- Figure 95: General attitudes towards fragrances, June 2014
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- Figure 96: Most popular general attitudes towards fragrances, by demographics, June 2014
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- Figure 97: Next most popular general attitudes towards fragrances, by demographics, June 2014
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Appendix – The Consumer – Interest in New Product Development
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- Figure 98: Interest in new product development, June 2014
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- Figure 99: Interest in new product development, by most popular attitudes towards fragrance usage, June 2014
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- Figure 100: Interest in new product development, by next most popular attitudes towards fragrance usage, June 2014
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- 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
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- 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
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- Figure 103: Interest in new product development – Encapsulated fragrances, by demographics, June 2014
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- Figure 104: Interest in new product development – In-store recycling for empty fragrance bottles, by demographics, June 2014
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- 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
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- 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
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- Figure 107: Interest in new product development – An app that would allow me to digitally smell new fragrances, by demographics, June 2014
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- Figure 108: Interest in new product development – Fragrance primer, by demographics, June 2014
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- Figure 109: Interest in new product development – Single use fragrance products for on the go use, by demographics, June 2014
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- 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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