Abstract
The women' s fine fragrance market has steadily declined since 2002-07, with the exception of 2005, and appears to be facing tougher challenges in the years to come. This report guides you through this crowded market by analyzing the following important topics and providing insight into where the market is headed.
Insights in this report include:
- Why the market is saturated and what manufacturers are doing to maintain interest and capture the attention of new consumers
- What are the current and emerging trends, such as celebrity scents; fashion designers; a younger target audience; and innovative and convenient packaging
- Which are the most popular fragrance applications
- Who are the leading manufacturers and brands and what is the current activity in the market
- What methods are marketers using to advertise fragrances to women
- Why FDM channels continue to lose share to specialty retailers and the Internet
- What are the usage patterns, attitudes, and opinions of fragrance users
This report covers the U.S. market for female fragrances in all forms, including spray, pour, solid, and oil.
Table of Contents
- Scope and ThemesWhat you need to know
- Definition
- Consumer research
- Abbreviations and terms
- Abbreviations
- Terms
- Executive Summary
- The bottom line
- Savvy consumers want more...
- FDM market wanes, activity from celebrity scents, fashion designers and innovative packaging
- Fragrance directions -- apple mania, iconic florals, sophisticated gourmand and clean chypre
- Femininity and romance are the advertising message
- Fierce market for all, particularly FDM--heavy competition from specialty retailers and Internet
- The female fragrance consumer
- Forecast
- Market Drivers
- Introduction
- Generation X and Echo Boomers have market power
- Figure 1: Female population projections, by age, 2002-12
- New sampling methods
- Customization and artisan fragrances
- The fragrance & flavor connection
- Nutraceutical benefits translate into fragrance
- Market Size and Trends
- Market size
- Figure 2: Total U.S. retail sales of all fragrances, at current and constant prices, 2002-07
- Figure 3: Total U.S. FDM retail sales of women' s fragrances, at current and constant prices, 2002-07
- Market trends
- Celebrity fragrances are here to stay
- Fashion forward
- Youth market
- Convenient applications
- Perfume packaging echoes brand name
- Fragrance directions
- Apple mania
- Iconic florals
- Sophisticated taste
- Clean chypre
- Market Segmentation
- Introduction
- Figure 4: FDM sales of women' s fragrances, segmented by type, 2005 and 2007
- Perfumes/colognes and body powder
- Figure 5: FDM sales of perfumes/colognes and body powder, at current and constant prices, 2002-07
- Gift packs
- Figure 6: FDM sales of gift packs, at current and constant prices, 2002-07
- Supply Structure
- Leading manufacturers
- Snapshot from 2006-07
- Figure 7: Total U.S. retail FDM sales of women' s fragrances, 2004 and 2006
- Manufacturer brand sales
- Figure 8: Manufacturer brand FDM sales of women' s fragrances in the U.S., 2004 and 2006
- Coty Inc.
- Elizabeth Arden Inc.
- Parfums de Coeur
- Revlon
- Advertising and Promotion
- Introduction to common advertising themes
- Playful and flirty romance
- Figure 9: Donna Karan' s DKNY Be Delicious, 2007
- Figure 10: Revlon Flair, 2006
- Figure 11: Chanel' s Coco Mademoiselle, 2007
- Figure 12: Tresor by Lancôme, 2007
- Figure 13: Ralph Lauren' s Romance, 2007
- Sexy and provocative
- Figure 14: Unforgivable by Sean John, 2007
- Figure 15: With Love Hilary Duff, 2006
- Figure 16: Calvin Klein' s CKIN2U, 2007
- Sensual and feminine
- Figure 17: Shania Starlight by Stetson, 2007
- Figure 18: M by Mariah Carey, 2007
- Figure 19: L, L.A.M.B by Gwen Stefani, 2007
- Vibrant and youthful
- Figure 20: Estée Lauder' s Pleasures, 2006
- Figure 21: Miss Dior Cherie by Christian Dior, 2006
- Retail Distribution
- Introduction
- Figure 22: U.S. retail sales of women' s and men' s fragrances, by channel, 2005 and 2007
- Figure 23: U.S. retail sales of women' s fragrances, by channel, 2005 and 2007
- Drug stores
- Figure 24: U.S. drug store sales of women' s fragrances, at current and constant prices, 2002-07
- Mass merchandisers
- Figure 25: U.S. mass merchandisers sales of women' s fragrances, at current and constant prices, 2002-07
- Food stores
- Figure 26: U.S. food store sales of women' s fragrances, at current and constant prices, 2002-07
- Department stores
- Specialty stores
- The Consumer: Adult Users
- Adult use
- Summary:
- Frequency of use
- Figure 27: Frequency of perfume usage in past 7 days by adult women, May-June 2007
- Figure 28: Frequency of perfume usage in past 7 days by adult women, by age, May-June 2007
- Brands used or purchased
- Figure 29: Brands of fragrances used in last 12 months by adult women, May-June 2007
- Figure 30: Brands of fragrances used in last 12 months, by age, May-June 2007
- Figure 31: Brands of fragrances used in last 12 months, by race/ethnicity, May-June 2007
- Fragrance attitudes and purchase habits
- Summary
- Fragrance ownership, forms used
- Figure 32: Ownership of Eau de Parfum, Eau de Toilette, Body Spray, Fragrance Oil or New Application, by age November 2007
- Figure 33: Ownership of Eau de Parfum, Eau de Toilette, Body Spray, Fragrance Oil or New Application, by race/ethnicity November 2007
- Motivation to purchase
- Figure 34: Motivation for purchasing a fragrance, by age November 2007
- Location of fragrance purchase
- Figure 35: Origin of fragrance purchase, by age November 2007
- Figure 36: Type of fragrance brand most often used, November 2007
- Figure 37: Type of fragrance brand most often used, by age, November 2007
- Attitudes towards fragrance choice
- Figure 38: Factors which determine which fragrance will be worn at a given time among those who have multiple fragrances, November 2007
- Brand loyalty
- Figure 39: Method of selecting the one brand of fragrance use, November 2007
- Fragrance directions
- Figure 40: Scents women like in a fragrance, November 2007
- Attitudes towards fragrance
- Figure 41: Attitudes towards fragrances by age, November 2007
- Attitudes of non-fragrance users
- Figure 42: Reason for not using fragrance, by age November 2007
- Teen Females and Fragrances
- Teen usage of fragrances
- Summary
- Teen use of fragrance
- Figure 43: Teen purchase and/or usage of perfume/cologne, by age and race/ethnicity, May-June 2007
- Forms of fragrance used
- Figure 44: Teen usage of perfume/cologne, by type, May-June 2007
- Brand usage
- Figure 45: Teen brand usage of perfume/cologne, May-June 2007
- Teen repertoire and attitudes
- Summary
- Fragrance repertoire
- Figure 46: Number of scents owned that are "in rotation," November 2007
- Types of brands used (e.g. designer, celebrity, etc.)
- Figure 47: Type of fragrence brand most often used, by age, November 2007
- Figure 48: Importance of -- scent vs. celebrity personality when deciding to buy a celebrity fragrance, by age, November 2007
- Attitudes towards fragrance
- Figure 49: Teen attitudes towards fragrances by age, November 2007
- Interest in new products and features
- Figure 50: Teen interest in specific fragrance innovations, November 2007
- Future Trends and Forecast
- Generation X and Echo Boomers have market power
- New sampling methods driven by technology
- Customized fragrances
- Fragrance and flavor converge
- Nutraceutical benefits
- Green scene
- Market forecast
- Fragrances market
- Figure 51: Forecast of total U.S. retail sales of all fragrances, at current and constant prices, 2007-12
- Women' s fragrances
- Figure 52: Forecast of total u.s. fdm retail sales of women' s fragrances, at current and constant prices, 2007-12
- Perfume/colognes and body powder
- Figure 53: Forecast of u.s. fdm sales of perfumes/colognes and body powder, at current and constant prices, 2007-12
- Gift packs
- Figure 54: Forecast of u.s. fdm sales of gift packs, at current and constant prices, 2007-12
- Forecast factors
- Appendix: Trade Associations
