美國芳香市場的動向和發展

美國的經濟若持續復甦，在牽引市場的高所得消費者中，就能看到高消費者的意向。據此，也會加速對高級芳香產品的需求。芳香產品的最大消費者是女性，依數量來看，55歲以上是最有希望的消費者族群。消費頻率高的族群是10歲前後的兒童（tween）和10歲到15歲兒童。

本報告針對美國的芳香市場進行調查分析，檢證市場的規模、經濟·人口統計·行動的動向，亦包含主要企業簡介，內容綱要摘記如下:

國家的背景情況

• 富裕的千禧世代人口之影響力增大，牽引著需求
• 健康·美容產品的成長集中在國內鏈
• 主要的銷路是百貨公司和健康·美容用品店

消費者的概要

• 女性的最大消費者是高齡層，男性則為45∼54歲
• 消費頻率高的是10歲前後兒童和10歲∼15歲兒童
• 隨性有性別之分產品受到牽引
• 優雅的香味與性別的喜好是重要的動機
• 消費者的經驗和慾望在購買時負起重要的作用

部門分析

• 女性導向產品是最大的種類。另一方面，男女通用產品急速成長
• 今後市場亦穩定成長
• 男性導向產品的市占率僅些微增加
• 女性導向產品在市場佔優勢
• 男女通用產品今後亦會記錄高成長

名牌產品和專用商標

• Chanel主導女性產品，Giorgio Armani主導男性產品
• 喜歡品牌勝於自家公司品牌
• 銷售男性導向產品的專用商標促進種類成長

與包裝有關的考察

• 玻璃瓶是最被喜愛的包裝材
• 包裝設計是商品差異化的關鍵

未來展望：主要動向

• 高級·限定商品的需求增加，新的名人品牌也登場

資料附錄、調查方法

This report provides a concise overview of the Fragrances market in the US. After reading this report, you will understand the size of the market, and the economic, demographic, and behavioral trends that will drive its evolution, and the leading players within the market, allowing you to plan effectively for the future.

Introduction and Landscape

Why was the report written?

This overview of the consumer and market dynamics of the US Fragrances sector allows new entrants and established players to gain rapid and comprehensive insight into the current state of the market and identify the key trends that will drive growth in the coming years.

What is the current market landscape and what is changing?

As the economy continues to recover, higher consumer confidence will be witnessed among high-income consumers who will drive this market, also fuelling the demand for Premium Fragrances. Women consume the most Fragrance products by volume, with older women, those aged 55 and over, being one of the most prominent consumer groups. Heavy consumption of Fragrances is highest amongst Tweens and Early Teens; this is a key segment that the marketers need to sustain.

What are the key drivers behind recent market changes?

A product's success in US Fragrances market will largely be determined by its ability to target consumers' desire to indulge. New Gender Behaviors and Experience seeking are other significant consumer trends driving the US Fragrance market.

What makes this report unique and essential to read?

This report brings together consumer insight and market data to provide a comprehensive brief of the US Fragrances sector. This allows for the rapid identification of key growth opportunities across major Fragrance categories and their packaging.

Key Features and Benefits

Analysis of consumer behavior, economic conditions, and demography reveals emerging opportunities in the Fragrances sector.

Key growth categories are highlighted by analyzing the market dynamics of major Fragrances categories.

Market shares are provided for the leading brands and private labels across Fragrances categories.

An overview of packaging trends in the US' Fragrances sector is provided, including primary packaging material and type, packaging closures, and outer packaging.

Key Market Issues

A desire to indulge is driving the growth of Premium Fragrances in the US. Consumers like to treat themselves with Fragrances and see them as a key part of their gender identities.

Packaging plays a significant role in attracting customers and adding to the luxury aspect of Fragrance brands. Glass is the preferred packaging material for Fragrances due to its visual properties and ability to transform into aesthetic designs.

The experience seeking and aspirational desires of American consumers are also driving the Fragrances market. Consumers lifestyle choices mean they are looking for Fragrances that they believe will meet their aspirational desires and help affirm their status.

Consumer preference to wear premium branded Fragrances limits the penetration of private label Fragrances in the US.

Key Highlights

Marketers are intensively using social media such as Facebook, Twitter, YouTube, and Instagram to create a buzz among consumers before the launch of new Fragrances.

Direct Sales continue to be a key part of the US Fragrances market, with consumers benefiting from product demonstrations, trials, and customized service, which is often not available through alternative retail channels.

Celebrity-branded Fragrances are commonplace in the US and this trend for celebrity Fragrances is forecast to continue strongly.

Marketers can continue to focus on launching unusual and limited edition Fragrances to support the need for new scents.

Table of Contents

Country context

• The growing influence of an affluent Millennial population will drive demand in the US
• Health and Beauty growth will be concentrated in national chains
• US consumers choice of buying Fragrances from Department Stores and Heathand Beauty Stores will continue

Consumer Profile

• The largest consumers of Fragrances among women are those in the oldest age group, while for men the largest consumers are aged 45-54
• Heavy Fragrance consumption is most common among Tweens and Early Teens
• Fragrances market is driven by indulgent fragrances and Gender-oriented products
• Desire to smell good and Gender based preferences are the key motivations in US Fragrance market
• Experience seeking and aspirational desires of the consumers plays key role in Fragrances purchases

Sector Analysis

• Female fragrance is the largest category by value while Unisex fragrances is the fastest growing category
• Fragrance market in US will witness steady growth during the 2012-2017
• Male Fragrances will witness a marginal increase in market share
• Female Fragrances is the dominant category in the US Fragrances market
• Unisex fragrances expected to record highest growth during 2012-2017

Brands and Private Labels

• Chanel leads the female fragrances market while Giorgio Armani leads in the male category
• US consumers continue to prefer brands over store brands
• Private label sales of male fragrances is driving category growth

Packaging Insight

• Glass Bottles is the preferred packaging material for Fragrances
• Packaging design key to product differentiation in Fragrances market

Future Outlook- four key trends in the US's Fragrances sector

• US Fragrance sector to witness growth in premium and limited edition fragrances along with the entry of new celebrity product lines

Data Appendix and Summary Methodology