香氛巿場之展望：新趨勢與喜好變化 是由出版商Datamonitor在2010年01月所出版的。
這份英文市場調查報告書包含115 pages 價格從美金2995起跳。
消費者在被視覺文化支配之社會中，極為重視著好外觀與好香氣之必要性。而香氛巿場愈漸飽和，因不景氣帶來之壓力也是進軍企業之議題。
本報告為，調查香氛之各國巿場，並分析市場促進因素、抑制因素，匯整消費者趨勢、對進軍市場之企業提出建議，以下列摘要形式闡述。
第1章 概要
第2章 未來展望
- 簡介：香氛佔有整體個人保養市場中之主要部份
- 本報告為匯整個人保養趨勢之展望報告其中之一
- 對香氛之喜好帶動強烈經常之愛用
- 消費者認為香氣為重要個人保養之一
- 全球之香氛市場具有眾多市場促進因素與抑制因素
- 趨勢：「視覺文化」與其伴隨之外觀重視為個人保養部門全產品類別之特徵
- 即使無必須給外界覺得好看之社會壓力但印象還是重要的
- 消費者感覺良好有其範圍，現在社會追求具有以理想美為出發點之壓力
- 趨勢：香氛產品銷售遭受全球金融風暴之影響
- 趨勢：多數消費者花時間在美容上
- 考察：多數消費者使用香氛產品
- 多數消費者將香氛產品在日常之使用上認為是重要的
- 情感與價值促進全球之香氛購買
- 考察：選擇香氛產品時品牌比效果重要
- 品質與品牌選擇雖為香氛消費者之特徵但依國別各有不同
- 香氛製造商需要認識「經驗經濟」
- 考察：香氛與價格性能不是沒有關聯
- 考察：道德與天然成分之使用雖很重要但為次要項目
- 考察：消費者在客製化服務中獲得價值
- 考察：最近市場以男性消費者與高級感為焦點
- 考察：含有效成分之香氛產品增加
第3章 行動要點
- 行動：強調香氛品牌之高級感
- 行動：利用網路與社交媒體將品牌認知提升讓人好做選擇購買
- 行動：宣傳使用天然/有機之道德性
- 行動：為讓品牌評價高而請名人代言
附錄
Abstract
Introduction
Consumers are highly aware of the need to look and smell good in a society
which is dominated by Visual Culture. Indeed, consumers are likelier to feel
happier and more confident if they like the way they smell. The marketplace is
becoming increasingly saturated with fragrance products, and the added
pressure of a recession presents a challenge to industry players that this
report seeks to tackle.
Scope of this research
- Detailed insights and analysis documenting the drivers and inhibitors of
fragrances
- Analysis documenting the relative importance consumers place on appearance
and data sizing the fragrance market
- Strategic conclusions combined with actionable recommendations for all
industry players looking to fully capitalize on this segment
- Covers: France, Germany, Italy, Netherlands, Spain, Sweden, UK, US,
Australia, Japan, South Korea, China, India, Brazil, Russia, UAE and Saudi
Arabia
Research and analysis highlights
Consumers of both genders feel increasingly under pressure as a result of
today' s Visual Culture. These consumers believe that appearance can positively
or negatively affect their social standing, their ability to form
relationships and even their career success.
Traditionally, fragrances (i.e. perfumes) have been more popular with women
than men. However, men are becoming increasingly disposed to spending more
time on their appearances and paying more attention to the products that they
use. Capitalizing on this is a key opportunity for fragrance manufacturers
going forwards.
Market saturation means that industry players are constantly striving for
innovation. Unique aromas are being blended to provide consumers with new
experiences, and concepts such as exclusivity and hedonism are being pushed to
new levels. In addition, the use of natural ingredients and proving ethical
credentials are becoming key differentiators.
Key reasons to purchase this research
- Consumer understanding: obtain a detailed understanding of consumer
attitudes and behaviors towards fragrance product
- Market understanding: identify the key fragrance markets and
product innovation trends in 17 countries across four territories
- Ideation: find inspiration for innovative formulations and
positioning that takes advantage of consumers' desires for high quality
prestige fragrances
Table of Contents
OVERVIEW
THE FUTURE DECODED
- INTRODUCTION: Fragrances are a major component of the overall personal
care market
- This report is one in a series of five category focused reports
outlining the future of personal care trends
- Fragrance preference induces a strong emotional attachment for consumers
- Consumers view their scent as an important aspect of their personal
hygiene, therefore making fragrance usage one of the most significant parts
of their daily personal care regimes
- The overall global fragrance market is subject to a number of drivers
and inhibitors
- TREND: ‘Visual Culture' and an associated pre-occupation with
appearance is the defining trend in the personal care space across product
categories
- Image is important to consumers even if they do not significantly feel
societal pressure to look good (at least consciously that is)
- There is scope for consumers to feel happier about their appearance,
given the pressure to conform to demanding beauty ideals associated with
contemporary society
- Key takeouts and implications: Visual Culture is the core macro-trend
influencing personal care habits
- TREND: Fragrance sales have been negatively impacted by the global
economic crisis, but the future still holds promise
- Fragrances have not suffered as much as other personal care products in
the recession, and have even thrived in some markets
- Key takeouts and implications: industry players in the fragrances space
have faced inevitable recessionary pressures, but have been successful to a
certain degree, particularly in emerging markets
- TREND: Most consumers are spending longer on their beauty regimes
- Key takeouts and implications: the most significant growth in fragrance
usage occasions going forward will occur in the high growth emerging markets
- INSIGHT: Fragrances are used by a majority of consumers, with a wide range
of purchase motivators contributing to product choice
- Using fragrances is something which a majority of consumers deem
important to do on a daily basis
- Sensory and value considerations are driving fragrance purchases in the
majority of markets worldwide
- Key takeouts and implications: consumers are motivated to purchase and
wear fragrances for a number of reasons, including improving desirability,
personal happiness and professional advancement
- INSIGHT: More importance is placed on branding than efficacy when choosing
fragrances
- Being both quality and brand conscious typically characterizes fragrance
consumers, but there are notable variations by country and gender
- Fragrance manufacturers need to recognize the ‘experience economy'
- Key takeouts and implications: frequent fragrance users typically seek
products that are both high quality and of a reputable brand, with the two
rarely seen as being mutually exclusive
- INSIGHT: Fragrances, despite being associated with prestige and luxury,
are not immune to consumers' intensifying value-for-money considerations
- Value-for-money considerations heavily influence fragrance choice
- Key takeouts and implications: with value-for-money considerations
influencing fragrance product choice just like other beauty categories,
industry players can not simply rely on the allure of the brand image to
generate appeal
- INSIGHT: Ethicality and the use of natural ingredients are both somewhat
important to fragrance consumers, but are typically regarded as secondary
considerations
- Key takeouts and implications: as the marketplace becomes more saturated
with fragrance products, being able to champion ingredient, ethical or
environmental benefits will grow in importance
- INSIGHT: Consumers value customization benefits so their fragrances feel
more personal
- Key takeouts and implications: customized benefits enhance consumers'
perceptions that their fragrances match their personalities
- INSIGHT: Recent fragrance product marketing efforts have focused on
appealing to the male demographic and embracing prestige
- Key takeouts and implications: marketing in the fragrance category
typically looks to embrace the prestigious nature of fragrances, but
industry players should be wary of being too reliant on celebrities to
create brand allure
- INSIGHT: More fragrances are incorporating active ingredients which
provide consumers with additional benefits
- Key takeouts and implications: the number of functional fragrance
products is relatively low, but innovations will keep on occurring and
igniting interest in the industry
ACTION POINTS
- ACTION: Continually inflate the prestige and cache of core fragrance brands
- Marketing must justify the price premium and the prestigious aura of the
brand
- ACTION: Utilize the internet and social media to create brand awareness
and easier shopping options
- There are several advantages to ensuring that consumers have access to a
brand over the internet
- ACTION: Use natural/organic ingredients and promote ethicality to appeal
to consumers
- There are a multitude of reasons why natural and organic reasons can be
beneficial to manufacturers
- ACTION: Use celebrities as a means of strengthening brand reputation
rather than relying on them to sell individual products
- Famous figures and ‘brand ambassadors' must be used carefully to
enhance the brand
APPENDIX
- Methodology
- Further reading and references
- Ask the analyst
- Datamonitor consulting
- Disclaimer
TABLES
- Table: Consumer survey: the importance attributed by consumers to looking
one' s best in day-to-day life and using fragrances to smell nice, in 17
countries across Europe, Asia Pacific, South America, North America and the
Middle East, by country, 2009
- Table: Consumer survey: the extent to which consumers feel under pressure
to look good, in 15 countries across Europe, Asia Pacific, South America and
North America, by country, 2008
- Table: Consumer survey: the importance that consumers attribute to looking
their best in day-to-day life, in 17 countries across Europe, Asia Pacific,
South America, North America and the Middle East, by country, 2009
- Table: Consumer survey: the self-reported propensity to make sure beauty
products are used up before replacing in order to save money, in 17 countries
across Europe, Asia Pacific, South America, North America and the Middle East,
by country and product category, 2009
- Table: Market value of fragrances in Europe (US$ millions), by
sub-category, 2003 - 2013
- Table: Market value of fragrances in North America (US$ millions), by
sub-category, 2003 - 2013
- Table: Market value of fragrances in South and Central America (US$
millions), by sub-category, 2003 - 2013
- Table: Market value of fragrances in Asia Pacific (US $ millions), by
sub-category, 2003 - 2013
- Table: Market value of fragrances in MENA (US $ millions), by
sub-category, 2003 - 2013
- Table: Daily per capita fragrance usage occasions in Europe, by country,
2003 - 2013
- Table: Daily per capita fragrance usage occasions in Brazil and the US, by
country, 2003 - 2013
- Table: Daily per capita fragrance usage occasions in Asia Pacific, by
country, 2003 - 2013
- Table: Daily per capita fragrance usage occasions in MENA, by country,
2003 - 2013
- Table: Consumer survey: the importance that consumers attribute to
“using fragrances to smell nice”, in 17 countries across Europe,
Asia Pacific, South America, North America and the Middle East, by country,
2009
- Table: Consumer survey: how influential consumers consider scent to be in
their general choice of personal care or beauty product in 15 countries across
Europe, Asia Pacific, South America and North America, by country, 2008
- Table: Consumer survey: the statement that European consumers believe best
reflects their outlook on fragrances, by country and gender, 2009
- Table: Consumer survey: the statement that Brazilian and US consumers
believe best reflects their outlook on fragrances, by country and gender, 2009
- Table: Consumer survey: the statement that Asia Pacific consumers believe
best reflects their outlook on fragrances, by country and gender, 2009
- Table: Consumer survey: the statement that Saudi Arabian and UAE consumers
believe best reflects their outlook on fragrances, by country and gender, 2009
- Table: Consumer survey: stated importance of materialism and experiential
consumerism, in 15 countries across Europe, Asia Pacific, South America and
North America, by gender and country, 2008
- Table: Consumer survey: perceived similarities between store brand
products (e.g. supermarket own brands) and market leading famous brands, in 17
countries across Europe, Asia Pacific, South America, North America and the
Middle East, by country and FMCG product sector/category, 2009
- Table: Consumer survey: the importance attached to buying ethical or
socially responsible products, in 15 countries across Europe, Asia Pacific,
South America, and North America by country, 2008
- Table: Consumer survey: the importance attached to buying ethical or
socially responsible products, in 15 countries across Europe, Asia Pacific,
South America, and North America by country, 2008
FIGURES
- Figure: Scent can be classified by its ambience and congruency
- Figure: Fragrances have become an increasingly central part of personal
care in MENA and the Americas
- Figure: Most consumers consider using fragrances to be nearly as important
as looking visually attractive
- Figure: Despite recessionary times, consumers are still being influenced
to spend good money on fragrance products
- Figure: Visual Culture is a term describing consumers' intense appearance
consciousness and the widespread desire to project a more confident and
favorable image to the wider world
- Figure: Appearance is important to consumers across geographic
territories, regardless of whether they feel pressure to conform to the
pervasive presence of Visual Culture in modern society
- Figure: Lauren Luke embodies the ‘everywoman' element of
contemporary Visual Culture
- Figure: While most consumers attribute a high importance to looking good,
fewer are actually happy with how they look themselves
- Figure: Scent bases products are important in enabling consumers to feel
more physically attractive
- Figure: Outside of the emerging BRIC markets, Spaniards are the most
reliant on beauty products to feel more confident about themselves
- Figure: Beauty is associated with success and opportunity, but workplace
professionalism is deemed comparably less influential on the general personal
care choices that consumers make
- Figure: Personal branding is a manifestation of the pervasive influence of
the ‘Visual Culture' trend
- Figure: Japanese consumers are the least likely to wear fragrances in the
markets covered in this research
- Figure: Gulf consumers place the most importance on using fragrances on a
regular basis
- Figure: Females attach more importance to wearing fragrances to smell nice
than their male counterparts
- Figure: The high influence of scent on general personal care purchases in
Brazil also helps to contextualize the rapid growth rate in fragrance usage
and the fragrances market in the country
- Figure: Consumers from outside of Europe are less likely to mirror the
overall global consensus regarding the importance of various fragrance
attributes
- Figure: Among the European consumer respondents surveyed by Datamonitor,
Spaniards are the most value-driven when making fragrance choices in what is
arguably a reflection of the testing economic conditions apparent in the
country throughout 2008 and 2009
- Figure: Brazilian and US consumers display vastly different levels of
enthusiasm for various fragrance product attributes, but the overall
‘hierarchy of influences' is broadly similar
- Figure: Value-for-money is the most important product attribute for the
majority of consumers in Asia Pacific when opting for a fragrance product
- Figure: Like Brazilians, Gulf consumers display higher levels of
enthusiasm for various fragrance attributes, but the overall ‘hierarchy
of influences' is broadly similar to the global picture
- Figure: The Fragrance Foundation' s initiative created to entice consumers
back to the ‘pleasures of fragrance' is appropriate given where sensory
benefits sit in the overall ‘hierarchy of influences' shaping fragrance
choices
- Figure: Europeans value brand above efficacy when making fragrance choices
- Figure: Brazilians believe branding and efficacy are far more important in
fragrances than Americans do
- Figure: Chinese, Japanese and Korean consumers deviate from the global
consensus in ascribing more importance to efficacy than brand when choosing
fragrance products
- Figure: For Gulf consumers, choosing the right brand of fragrance is a
major consideration, well above the global average
- Figure: The Spanish and French are the most brand conscious fragrance
consumers in Europe, while Swedes are the least
- Figure: Brazilians are highly fashion orientated and heavy fragrance users
and therefore pay a lot of attention to the fragrance brand, while US
consumers perceive themselves to be far less so
- Figure: Indians are highly quality and brand conscious in what reflects
the aspirational outlook of the country' s expanding middle class population
- Figure: Only a small minority of Gulf consumers do not use fragrances,
with the majority caring about both quality and brand reputation
- Figure: Experiential consumerism and premiumization represent key trends
driving ‘authenti-seeking' consumer behavior
- Figure: Consumers assign value to products based on a number of factors
- Figure: The biggest users of fragrance products also tend to be the most
value-conscious
- Figure: Fragrances, despite being associated with prestige and luxury, are
not immune to consumers' intensifying value-for-money considerations
- Figure: Fragrances are more brand driven than other major personal care
categories, but not to the extent that industry players should be overly
complacent about the possible emergence of private label
- Figure: Sustainability and ethics will drive a higher number of commercial
and consumer decisions, driving change across the value chain
- Figure: For fragrance product choices, natural and ethical considerations
are important in Italy, Russia and Spain, but the majority of other Europeans
are less concerned than the global average
- Figure: Brazilian consumers find it important to choose fragrances that
are both natural and ethical, but this is far less of a consideration in the US
- Figure: In the Asia Pacific region, Japanese consumers are particularly
unconcerned with whether or not a fragrance product has ethical credentials
and/or uses natural/organic ingredients
- Figure: More than half of consumers in the Middle East believe it is
important that fragrances are natural and manufactured in an
environmentally-friendly way
- Figure: Fragrances such as Baobab tout ethical credentials to appeal to
the low, but significant proportion of consumers that take such issues into
account when making purchase decisions
- Figure: On a general level, Australians in particular are guided by the
ideology of ‘buying local'
- Figure: Customization benefits are likely to appeal to the high proportion
of individualistic consumers who value the opportunity to be expressive and
have products the better meet specific needs
- Figure: Customization benefits are likely to appeal to the high proportion
of individualistic global consumers who value the opportunity to be personally
expressive and have products the better meet specific needs
- Figure: Russians are the most interested in customization benefits in
fragrances
- Figure: Brazilians are more attracted to the idea of customization
features for fragrances than Americans
- Figure: In the Asia Pacific, the Japanese are the least pre-occupied by
custom features
- Figure: The percentage of Gulf consumers who find customization benefits
important in their choice of fragrances is nearly twice the global average
- Figure: Consumers can now use the internet to build fragrance profiles and
receive recommendations based on the results
- Figure: Companies have adopted masculine marketing approaches to make
fragrances more appealing to males who view it as a feminine product
- Figure: A product package that is interesting to touch may increase sales
of the product even if the opportunity to touch does not provide additional
product attribute information for the consumer
- Figure: Italian and Russian consumers are set apart from their European
counterparts in their greater willingness to rely on endorsements when
purchasing fragrances
- Figure: Brazilians deem packaging design of fragrances to be far more
important than US consumers
- Figure: Recommendations from family and peers plays a large part in the
fragrance purchasing decisions for consumers in China, India and Korea
- Figure: Gulf consumers are more than twice as likely as the average global
consumer to rely on endorsements made by professional associations and/or
celebrities
- Figure: A new breed of ‘functional fragrances' claim to offer
consumers multiple innovative benefits in addition to simply smelling nice
- Figure: Indicative of growing interest in fragrance formulation, the
product claims demonstrating the highest growth relate to the exclusion or
addition of certain ingredients
- Figure: There was a marked increase in ‘Upscale' product tags in
2009, reaffirming the indulgent nature of the fragrance category
- Figure: There was little change in the most popular scents, suggesting
that new product development has focused on the addition of benefits as
opposed to the introduction of innovative scents
- Figure: Bottle design can emphasize the values of the fragrance within,
with many focusing on elegance and premiumization
- Figure: Le Labo is promoting prestige and exclusivity with its very
limited edition, local fine fragrance range
- Figure: Rewarding online consumers with free samples increases the
likelihood of repeat business
- Figure: Following the example of the likes of LuckyScent.com could prove
profitable
- Figure: A plethora of fragrances tout organic ingredients in order to
appeal to consumers
- Figure: Some fragrances make environmental awareness their main selling
point
- Figure: Celebrity endorsements are generally seen as unimportant by global
consumers, especially in Europe
- Figure: Celebrity association with fragrances can potentially boost sales,
but equally can have a negative effect
香水市場雖遭受了全球經濟危機的打擊，但是未來是光明的
2010年02月12日
日商環球訊息(股)有限公司開始販售英國的市場調查機構Datamonitor，所發行的調查報告「The Future of Fragrances: Capitalizing On Emerging Trends and Changing Preference（香水市場的展望：新興趨勢與喜好變化）」
經濟擺一邊，文化逐漸轉變為「視覺文化」，非常在意自身外表，成為個人保養領域的特徵，也已經成為一種趨勢。
在香水領域，不像其他個人保養產品與不景氣苦戰，反而有獲得成功的市場。參與香水市場的企業無可避免，面臨不景氣的壓力，但是，特別是在新興市場，卻有某種程度上的成功。
高級感、網路與社群媒體、天然成分、知名人士的使用等，成為在香水廣告上最新的關鍵字。
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