Table of Contents
Overview
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- What you need to know
- Products covered in this Report
Executive Summary
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- The market
- Fragrances growth expected
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- Figure 1: Best- and worst-case forecast of UK value sales of fragrances and body sprays, 2013-23
- Companies and brands
- Inspiration strikes
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- Figure 2: Manufacturer shares in body sprays only, 2017
- Figure 3: Manufacturer shares in fragrances only, top four and other, year ending June 2018
- A new environment
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- Figure 4: Top fastest-growing and declining claims in the fragrances category*, % change 2016-17
- The consumer
- The maturity of the masses
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- Figure 5: Usage of fragrances, May 2017 and May 2018
- A special choice
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- Figure 6: Behaviours of fragrance users, May 2018
- Price perfect
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- Figure 7: Factors considered when buying fragrances, May 2018
- The right thing
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- Figure 8: Attitudes towards fragrances, May 2018
- What we think
Issues and Insights
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- Ingredients come to the fore
- The facts
- The implications
- Making it personal
- The facts
- The implications
The Market – What You Need to Know
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- Fragrances growth expected
- Through the mist
- Give it some room
- Get on board with trends
Market Size and Forecast
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- Premium boosts the market
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- Figure 9: UK retail value sales for fragrances and body sprays, at current and constant prices, 2013-23
- Market to bounce back
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- Figure 10: Best- and worst-case forecast of UK value sales of fragrances and body sprays, 2013-23
- Forecast methodology
Market Segmentation
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- Women embrace unisex fragrances
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- Figure 11: UK retail value sales of fragrances only, by sector, 2016-18
- Affordability benefits body spray sector
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- Figure 12: UK retail value sales of body sprays only, by sector, 2016-18
Channels to Market
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- Fine fragrances affect high-end retail
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- Figure 13: UK retail value sales of fragrances only, by outlet type, 2016 and 2017
- Retailers make room for body sprays
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- Figure 14: UK retail value sales of body sprays only, by outlet type, 2016 and 2017
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- Figure 15: Layering Lab body mist (Superdrug), 2017
Market Drivers
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- A decline in young adults
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- Figure 16: Trends in the age structure of the UK population, by gender, 2013-23
- Selling your scent
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- Figure 17: Interest in personalised product features for beauty/grooming products, April 2018
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- Figure 18: Layers collection by Experimental Perfume Club at Liberty, 2018
- Can fragrances be natural?
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- Figure 19: Reasons for purchasing natural/organic toiletries, September 2017
- Gifting lifts the market
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- Figure 20: Purchase of BPC gifts, October 2017
- A little treat
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- Figure 21: Trends in consumer sentiment for the coming year, July 2013-July 2018
Companies and Brands – What You Need to Know
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- Inspiration strikes
- A new environment
- Concepts are changing
- Brands can experiment
Market Share
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- Fragrances need to move with the times
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- Figure 22: Manufacturer shares in fragrances only, top four and other, 2016 and 2017
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- Figure 23: Launches from AS Watson and Aldi, 2017-18
- Mists become must-haves
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- Figure 24: Manufacturer shares in body sprays only, years ending June 2017 and 2018
- Figure 25: Body spray launches from Impulse and So…?, 2017
Launch Activity and Innovation
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- Gender fluidity stimulates launches
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- Figure 26: New product development in the fragrances category*, by launch type, January 2015-June 2018
- Figure 27: New product development in the fragrances category*, by segment, January 2015-June 2018
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- Figure 28: Unisex fragrance launches, 2017
- Natural focus hits fragrance
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- Figure 29: Top fastest-growing and declining claims in the fragrances category*, % change 2016-17
- Figure 30: Fragrance launches with vegetarian/vegan/ethical – animal claims, 2017
- Tried and tested
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- Figure 31: Proportion of NPD in the fragrances category*, by top ultimate companies and other, 2017
Advertising and Marketing Activity
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- Press and digital spend drops
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- Figure 32: Total above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, January 2015-May 2018
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- Figure 33: Total above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, by media type, January 2015-May 2018
- Empowerment versus tradition
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- Figure 34: Advertising for Calvin Klein Women, 2018
- Spending big on range extensions
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- Figure 35: Total above-the-line, online display and direct mail advertising expenditure on fragrances and body sprays, by top companies, 2017
- Stimulating further experience
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- Figure 36: Harrods’ Gucci Garden, 2017
- Nielsen Ad Intel coverage
Brand Research
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- Brand map
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- Figure 37: Attitudes towards and usage of selected brands, May 2018
- Key brand metrics
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- Figure 38: Key metrics for selected brands, May 2018
- Brand attitudes: All brands have difficulty proving their worth
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- Figure 39: Attitudes, by brand, May 2018
- Brand personality: Clothing brands have fun image
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- Figure 40: Brand personality – macro image, May 2018
- Celebrity brands can come across as tacky
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- Figure 41: Brand personality – micro image, May 2018
- Brand analysis
- Victoria’s Secret image mirrors runway shows
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- Figure 42: User profile of Victoria’s Secret, May 2018
- Giorgio Armani denotes a luxurious lifestyle
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- Figure 43: User profile of Giorgio Armani, May 2018
- Calvin Klein utilises 1990s revival
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- Figure 44: User profile of Calvin Klein, May 2018
- Marc Jacobs focuses on youth
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- Figure 45: User profile of Marc Jacobs, May 2018
- Paco Rabanne appeals to masculinity
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- Figure 46: User profile of Paco Rabanne, May 2018
- Britney Spears struggles with relevance
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- Figure 47: User profile of Britney Spears, May 2018
The Consumer – What You Need to Know
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- The maturity of the masses
- A special choice
- Price perfect
- The right thing
Usage of Fragrances
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- Perfumes remain popular
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- Figure 48: Usage of fragrances, May 2017 and May 2018
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- Figure 49: Usage of chosen fragrance types among men, May 2017 and May 2018
- Body spray users more liberal with application
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- Figure 50: Number of fragrance types used, by age, May 2018
- Figure 51: Frequency of fragrance usage, May 2018
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- Figure 52: Prestige body spray launches, 2018
Fragrance Behaviours
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- Fragrance is personal
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- Figure 53: Behaviours of fragrance users, May 2018
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- Figure 54: Le Labo fragrance discovery box, 2017
- A spritz of happiness
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- Figure 55: Givaudan Sensoria, April 2018
- Figure 56: Feminista The Seducer Eau de Parfum (Hero’s Journey Travel Agency), 2018
- Remember when…?
Purchase of Fragrances
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- Tightening the purse strings
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- Figure 57: Factors considered when buying fragrances, May 2018
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- Figure 58: Factors considered when buying fragrances, by fragrance type, May 2018
- Sampling could improve
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- Figure 59: Old Spice paper blazer magazine advert, US, April 2018
- Celebrity fragrances evolve
Attitudes towards Fragrances
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- Keep it clean
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- Figure 60: Attitudes towards fragrances, May 2018
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- Figure 61: Miller Harris Forage collection’s ‘Lost’, June 2018
- How to choose a scent
Appendix – Data Sources, Abbreviations and Supporting Information
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- Abbreviations
- Consumer research methodology
- Forecast methodology
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