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Consumer Trends in the Fragrances Market in the US

  • Published:
  • 60 Pages
  • Canadean

Summary

Why was the report written?

Marketers in the Fragrances market in the US face a major challenge. Understanding market size and segmentation is valuable, but the keys to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends.This report solves these problems by providing integrated survey-based data on consumer trends, consumer groups and market data which show exactly the 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 2008-2009 the retail market has been characterized by an increased amount of discount and own-brand products. 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 sales across 26 consumer groups - providing through the data 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 survey based 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.

Scope

Consumer survey data for the following specific categories:Female Fragrances, Male Fragrances and Unisex Fragrances.

Detailed consumer segmentation based on survey data covering over 26 consumer groups, 20 consumer trends and consumption frequency for each product category.

Volume shares in 2011 for brands and private label sales tracked by the survey.

Unique retailer choice and switching data as tracked by the survey are provided at the product category level for 2011

Reasons To Buy

Unique proprietary data that sizes and segments consumers, tracks their behavior and shows the impact of this on their markets

Results also cover over 20 consumer trends, showing exactly to what extent these trends have a direct influence on a market. As this impact assessment is based not only on how many consumers act on these trends, but also how often they act on this it provides unique insight into the "size of the prize" when targeting these consumer trends in each category covered.

Key Highlights

Comparing the value shares of Male and Female users (44:56) with their population shares for this survey (49:51) there is a large differential, showing that Females spend far more on their Fragrance use than Males.

While private label penetration is low across the Fragrances market in the US, it is far higher in Female Fragrances than in Male or Unisex Fragrances. This suggests that women are more open to trying private label health and beauty products than men.

According to analysis of data Urban dwellers contribute 73% share, by value, to the Unisex Fragrances market, while Rural dwellers have the remaining 27% share. In this survey 66% of respondents were Urban dwellers. This indicates that Urban Dwellers are more likely to consume a Unisex Fragrance whereas Rural Dwellers tend to remain more gender aware in their Fragrance choices.

Table of Contents

1 Introduction

  • 1.1 What is this Report About?
  • 1.2 Definitions
    • 1.2.1 Consumer Trends
    • 1.2.2 Consumer Groups and Legal Drinking Age Consumption (for Alcoholic Drinks coverage)
    • 1.2.3 End Consumers
    • 1.2.4 Volume Units and Aggregations
    • 1.2.5 Population Profiles (for interpretation of tables and charts)
  • 1.3 Methodology
    • 1.3.1 Introduction
    • 1.3.2 Large scale, international, program of online consumer surveys
    • 1.3.3 Nationally Representative results (age, gender)
    • 1.3.4 Parents answered on their children's behalf
    • 1.3.5 Legal Drinking Age exclusions for alcoholic drinks categories
    • 1.3.6 Integrated with industry calling and secondary research

2 Consumer Segmentation, Group Value and Trend Influence

  • 2.1 Cohort Groups and Fragrances Market Value
    • 2.1.1 Age Groups
    • 2.1.2 Gender Groups
    • 2.1.3 Location Groups
    • 2.1.4 Education Achieved Groups
    • 2.1.5 Wealth Groups
    • 2.1.6 Busy Lives Groups
  • 2.2 Cohort Groups and Market Value by Category
    • 2.2.1 Female Fragrances
    • 2.2.2 Male Fragrances
    • 2.2.3 Unisex Fragrances
  • 2.3 Behavioral Trends and Market Value
    • 2.3.1 Female Fragrances
    • 2.3.2 Male Fragrances
    • 2.3.3 Unisex Fragrances

3 Consumption Analysis

  • 3.1 Consumption Frequencies by Age and Gender
    • 3.1.1 Female Fragrances
    • 3.1.2 Male Fragrances
    • 3.1.3 Unisex Fragrances
  • 3.2 Consumer Profiles by Product Category
    • 3.2.1 Female Fragrances
    • 3.2.2 Male Fragrances
    • 3.2.3 Unisex Fragrances

4 Brand vs. Private Label Choices

  • 4.1 Brand vs. Private Label Volume Share
    • 4.1.1 By Category
  • 4.2 Fragrances Brand Choice and Private Label Shares
    • 4.2.1 Female Fragrances
    • 4.2.2 Male Fragrances
    • 4.2.3 Unisex Fragrances

5 The Share of Consumers Influenced by Trends

  • 5.1 Trend Drivers of Consumers' Product Choices
    • 5.1.1 Overall Fragrances
    • 5.1.2 Female Fragrances
    • 5.1.3 Male Fragrances
    • 5.1.4 Unisex Fragrances

6 Consumption Impact: Market Valuation

  • 6.1 Fragrances Value Impact of Consumer Consumption Behavior
    • 6.1.1 Market Value by Category
    • 6.1.2 Market Volume by Category
  • 6.2 Fragrances Value Analysis by Category
    • 6.2.1 Share by Category
    • 6.2.2 Expenditure per Capita by Category
    • 6.2.3 Expenditure per Household by Category
  • 6.3 Fragrances Volume Impact of Consumer Behavior Trends
    • 6.3.1 Share by Category
    • 6.3.2 Consumption per Capita by Category
    • 6.3.3 Consumption per Household by Category

7 Retailer Choice, Switching and Category Share

  • 7.1 Retailer Volume Share
    • 7.1.1 Retailer Volume Share in Fragrances
  • 7.2 Retailer Volume Share by Category
    • 7.2.1 Retail Share by Volume - Female Fragrances
    • 7.2.2 Retail Share by Volume - Male Fragrances
    • 7.2.3 Retail Share by Volume - Unisex Fragrances
  • 7.3 Levels of Retailer Switching in the Last Six Months
    • 7.3.1 Matrix of Switching Behavior in Last Six Months of 2011
    • 7.3.2 Costco Switching Analysis
    • 7.3.3 Wal-Mart Switching Analysis
    • 7.3.4 Other Switching Analysis
  • 7.4 Profiles of End-Consumers of Fragrances, by Retailer Used
    • 7.4.1 Wal-Mart
    • 7.4.2 Other

8 Appendix

  • 8.1 About Canadean
  • 8.2 Disclaimer

List of Tables

  • Table 1: Volume Units For the Fragrances Market
  • Table 2: United States Survey Respondent Profile (weighted), 2011
  • Table 3: United States Fragrances Value Share (%), by Age Groups, 2011
  • Table 4: United States Fragrances Value Share (%), by Gender, 2011
  • Table 5: United States Fragrances Value Share (%), by Urban and Rural Dwellers, 2011
  • Table 6: United States Fragrances Value Share (%) by Education Level Achieved Groups, 2011
  • Table 7: United States Fragrances Value Share (%) by Wealth Groups, 2011
  • Table 8: United States Fragrances Value Share (%) by Busy Lives Groups, 2011
  • Table 9: United States Female Fragrances Consumer Group Share (% market value), 2011
  • Table 10: United States Male Fragrances Consumer Group Share (% market value), 2011
  • Table 11: United States Unisex Fragrances Consumer Group Share (% market value), 2011
  • Table 12: United States Total Female Fragrances Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 13: United States Total Male Fragrances Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 14: United States Total Unisex Fragrances Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2011
  • Table 15: United States Female Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 16: United States Female Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 17: United States Male Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 18: United States Male Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 19: United States Unisex Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2011
  • Table 20: United States Unisex Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Table 21: United States Female Fragrances Consumer Profiles (% consumers by sub-group), 2011
  • Table 22: United States Male Fragrances Consumer Profiles (% consumers by sub-group), 2011
  • Table 23: United States Unisex Fragrances Consumer Profiles (% consumers by sub-group), 2011
  • Table 24: United States Fragrances Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Table 25: United States Female Fragrances Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 26: United States Male Fragrances Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 27: United States Unisex Fragrances Survey-tracked Brand Shares by Volume (% Vol), 2011
  • Table 28: United States, Overall Fragrances: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 29: United States, Female Fragrances: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 30: United States, Male Fragrances: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 31: United States, Unisex Fragrances: Percentage of Consumers Stating that Specific Trends Influence their Consumption, 2011
  • Table 32: United States Fragrances Market Value (US Dollar million), by Category, 2011
  • Table 33: United States Fragrances Market Volume (Ltrs m), by Category, 2011
  • Table 34: United States Fragrances Market Share (US$ million), by Category, 2011
  • Table 35: United States Fragrances Expenditure Per Capita (US Dollar), by Category, 2011
  • Table 36: United States Fragrances Expenditure Per Household (US Dollar), by Category
  • Table 37: United States Fragrances Market Volume Share (Ltrs m), by Category, 2011
  • Table 38: United States Fragrances Consumption Per Capita (Ltrs m / Population m), by Category, 2011
  • Table 39: United States Fragrances Consumption Per Household (Ltrs m / Households m), by Category, 2011
  • Table 40: United States Fragrances Survey Tracked Retailer Share by Volume (% of Ltrs m), 2011
  • Table 41: United States Female Fragrances Survey Tracked Retailer Share by Volume (Ltrs m), 2011
  • Table 42: United States Male Fragrances Survey Tracked Retailer Share by Volume (Ltrs m), 2011
  • Table 43: United States Unisex Fragrances Survey Tracked Retailer Share by Volume (Ltrs m), 2011
  • Table 44: United States: Switchers to Costco for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 45: United States: Switchers From Costco for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 46: United States: Switchers to Wal-Mart for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 47: United States: Switchers From Wal-Mart for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 48: United States: Switchers to Other for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 49: United States: Switchers From Other for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
  • Table 50: United States: Profile of Fragrances Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2011
  • Table 51: United States: Profile of Fragrances Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2011

List of Figures

  • Figure 1: Consumer Panel Report Methodology
  • Figure 2: United States Fragrances Value Share (%), by Age Groups, 2011
  • Figure 3: United States Fragrances Value Share (%), by Gender, 2011
  • Figure 4: United States Fragrances Value Share (%), by Urban and Rural Dwellers, 2011
  • Figure 5: United States Fragrances Value Share (%) by Education Level Achieved Groups, 2011
  • Figure 6: United States Fragrances Value Share (%) by Wealth Groups, 2011
  • Figure 7: United States Fragrances Value Share (%) by Busy Lives Groups, 2011
  • Figure 8: United States Female Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 9: United States Female Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 10: United States Male Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 11: United States Male Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 12: United States Unisex Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2011
  • Figure 13: United States Unisex Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2011
  • Figure 14: United States Fragrances Private Label Penetration of Survey-tracked Sales (% Vol), by Category, 2011
  • Figure 15: United States Fragrances Market Share (US$ million), by Category, 2011
  • Figure 16: United States Fragrances Expenditure Per Capita (US$), by Category, 2011
  • Figure 17: United States Fragrances Expenditure Per Household (US$), by Category
  • Figure 18: United States Fragrances Survey Tracked Retailer Share by Volume (% of Ltrs m), 2011
  • Figure 19: United States Female Fragrances Survey Tracked Retailer Share by Volume (Ltrs m), 2011
  • Figure 20: United States Male Fragrances Survey Tracked Retailer Share by Volume (Ltrs m), 2011
  • Figure 21: United States Unisex Fragrances Survey Tracked Retailer Share by Volume (Ltrs m), 2011
  • Figure 22: United States: People Who Have Switched Retailer for their Fragrances Purchases in the Last Six Months (Scaled Survey Results in Thousands), 2011
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