The US Fragrances Market: What Consumers Use and Why?

  • October 2013
  • -
  • Canadean Ltd
  • -
  • 57 pages

Product Synopsis

This report provides the results for the Fragrances market in the US from Canadean’s unique, highly detailed study of consumers’ Consumer Packaged Goods (CPG) consumption habits, and forms part of an overall series covering all CPG product markets. Its coverage includes, but is not limited to, consumption behaviors, the extent to which consumer trends influence their consumption, the value of the market these trends influence, and brand and private label choices as well as retailer choices. Much of this information can also be analyzed by specific consumer groups, providing hard and fast data on consumers and markets at the product category level.

Introduction and Landscape

Why was the report written?
Marketers in the Fragrances market face a major challenge. Understanding market size and segmentation is valuable, but the key to effective targeting is knowing just how valuable specific consumer groups are, and being able to quantify the impact of consumer trends. This data report solves these problems by providing survey-based data on consumer trends and consumer groups, and market data that shows the exact 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 increase in the amount of discounted 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 consumption across 26 consumer groups. This data provides 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 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.

Key Features and Benefits

Consumer data, based upon proprietary surveys and then consumer group tracking and modeling for the following specific categories: Female Fragrances, Male Fragrances, and Unisex Fragrances.

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

Consumer penetration for brands and private labels, based upon the original survey and then subsequent consumer tracking and modeling.

Unique retailer choice data at the product category level, based upon the original survey and then subsequent consumer tracking and modeling.

Key Market Issues

Consumption frequency analysis reveals that 55% of Tweens& Early Teens are consumers of Male Fragrances, the highest proportion of any age group. This category typically includes the age where consumers become more aware of personal grooming and start to use fragrances.

The Fragrances market in the US is dominated by Female Fragrances and Male Fragrances ,which constitute 97% of the overall market by value, giving Unisex Fragrances only a 3% share. This indicates that consumers are extremely conscious of gender branding in this market and prefer using gender specific products. This is further supported by the low numbers of males using Female Fragrances and females using Male Fragrances.

Consumption frequency analysis reveals that 8% of Tweens & Early teens are Heavy-users of Unisex Fragrances, the highest proportion of any age group. This indicates that manufactures of Unisex Fragrances should position and market their products with this demographic in mind. This may also be an indication of the blurring of gender boundaries in the younger generation so the trend may continue as the consumers in this category transition to older age groups.

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 data analysis, 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
1.2.3 End Consumers
1.2.4 Volume Units and Aggregations
1.2.5 Population Profiles (for interpretation of tables and charts)
2 Methodology
2.1 Introduction
2.2 Initial data are based on a large scale, international program of online consumer surveys
2.3 Demographic groups tracking provides time series data
3 Consumer Segmentation, Group Value and Trend Influence
3.1 Cohort Groups and Fragrances Market Value
3.1.1 Age Groups
3.1.2 Gender Groups
3.1.3 Location Groups
3.1.4 Education Achieved Groups
3.1.5 Wealth Groups
3.1.6 Busy Lives Groups
3.2 Cohort Groups and Market Value by Category
3.2.1 Female Fragrances
3.2.2 Male Fragrances
3.2.3 Unisex Fragrances
3.3 Behavioral Trends and Market Value
3.3.1 Female Fragrances
3.3.2 Male Fragrances
3.3.3 Unisex Fragrances
4 Consumption Analysis
4.1 Consumption Frequencies by Age and Gender
4.1.1 Female Fragrances
4.1.2 Male Fragrances
4.1.3 Unisex Fragrances
4.2 Consumer Profiles by Product Category
4.2.1 Female Fragrances
4.2.2 Male Fragrances
4.2.3 Unisex Fragrances
5 Brand vs. Private Label Uptake
5.1 Brand vs. Private Label Consumer Penetration
5.1.1 By Category
5.2 Fragrances Brand Choice and Private Label Consumer Penetration
5.2.1 Female Fragrances
5.2.2 Male Fragrances
5.2.3 Unisex Fragrances
6 The Share of Consumers Influenced by Trends
6.1 Trend Drivers of Consumers' Product Choices
6.1.1 Overall Fragrances
6.1.2 Female Fragrances
6.1.3 Male Fragrances
6.1.4 Unisex Fragrances
7 Consumption Impact: Market Valuation
7.1 Fragrances Value Impact of Consumer Consumption Behavior
7.1.1 Market Value by Category
7.1.2 Market Volume by Category
7.2 Fragrances Value Analysis by Category
7.2.1 Market Value by Category
7.2.2 Expenditure per Capita by Category
7.2.3 Expenditure per Household by Category
7.3 Fragrances Volume Impact of Consumer Behavior Trends
7.3.1 Market Volume by Category
7.3.2 Consumption per Capita by Category
7.3.3 Consumption Per Household by Category
8 Retailer Choice and Category Share
8.1 Retailer Volume Share
8.1.1 Retailer Volume Share in Fragrances
8.2 Retailer Volume Share by Category
8.2.1 Retail Share by Volume - Female Fragrances
8.2.2 Retail Share by Volume - Male Fragrances
8.2.3 Retail Share by Volume - Unisex Fragrances
8.3 Profiles of End-Consumers of Fragrances, by Retailer Used
8.3.1 Costco
8.3.2 Wal-Mart
8.3.3 Other
9 Appendix
9.1 About Canadean
9.2 Disclaimer

List of Tables

Table 1: Volume Units for the Fragrances Market
Table 2: United States Survey Respondent profile (weighted), 2012
Table 3: United States Fragrances Value Share (%), by Age Groups, 2012
Table 4: United States Fragrances Value Share (%), by Gender, 2012
Table 5: United States Fragrances Value Share (%), by Urban and Rural Dwellers, 2012
Table 6: United States Fragrances Value Share (%) by Education Level Achieved Groups, 2012
Table 7: United States Fragrances Value Share (%) by Wealth Groups, 2012
Table 8: United States Fragrances Value Share (%) by Busy Lives Groups, 2012
Table 9: United States Female Fragrances Consumer Group Share (% market value), 2012
Table 10: United States Male Fragrances Consumer Group Share (% market value), 2012
Table 11: United States Unisex Fragrances Consumer Group Share (% market value), 2012
Table 12: United States Total Female Fragrances Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 13: United States Total Male Fragrances Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 14: United States Total Unisex Fragrances Value (US Dollar millions) and Value Share Influenced by Behavioral Trends, 2012
Table 15: United States Female Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 16: United States Female Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 17: United States Male Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 18: United States Male Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 19: United States Unisex Fragrances Consumption Frequency Analysis (% by Age Group, by Consumption Group), 2012
Table 20: United States Unisex Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Table 21: United States Female Fragrances Consumer Profiles (% consumers by sub-group), 2012
Table 22: United States Male Fragrances Consumer Profiles (% consumers by sub-group), 2012
Table 23: United States Unisex Fragrances Consumer Profiles (% consumers by sub-group), 2012
Table 24: United States Fragrances Private Label Consumer Penetration (% Consumers Using), by Category, 2012
Table 25: United States Female Fragrances Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 26: United States Male Fragrances Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 27: United States Unisex Fragrances Consumer Penetration of Survey-tracked Brands and Private Label (% Consumers Using), 2012
Table 28: United States, Overall Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 29: United States, Female Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 30: United States, Male Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 31: United States, Unisex Fragrances: Percentage of Consumers Stating that Specific Trends Influence Their Consumption, 2012
Table 32: United States Fragrances Market Value (US Dollar million), by Category, 2012
Table 33: United States Fragrances Market Volume (Ltrs m), by Category, 2012
Table 34: United States Fragrances Market Value(US$ million), by Category, 2012
Table 35: United States Fragrances Expenditure Per Capita (US Dollar), by Category, 2012
Table 36: United States Fragrances Expenditure Per Household (US Dollar), by Category
Table 37: United States Fragrances Market Volume (Ltrs m), by Category, 2012
Table 38: United States Fragrances Consumption Per Capita (Ltrs) by Category, 2012
Table 39: United States Fragrances Consumption Per Household (Ltrs) by Category, 2012
Table 40: United States Fragrances Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Table 41: United States Female Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 42: United States Male Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 43: United States Unisex Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Table 44: United States: Profile of Fragrances Consumers Whose Goods Mainly Come From Costco (% by Subgroup, as tracked by the Survey), 2012
Table 45: United States: Profile of Fragrances Consumers Whose Goods Mainly Come From Wal-Mart (% by Subgroup, as tracked by the Survey), 2012
Table 46: United States: Profile of Fragrances Consumers Whose Goods Mainly Come From Other (% by Subgroup, as tracked by the Survey), 2012

List of Figures

Figure 1: Consumer Trends Report Methodology
Figure 2: United States Fragrances Value Share (%), by Age Groups, 2012
Figure 3: United States Fragrances Value Share (%), by Gender, 2012
Figure 4: United States Fragrances Value Share (%), by Urban and Rural Dwellers, 2012
Figure 5: United States Fragrances Value Share (%) by Education Level Achieved Groups, 2012
Figure 6: United States Fragrances Value Share (%) by Wealth Groups, 2012
Figure 7: United States Fragrances Value Share (%) by Busy Lives Groups, 2012
Figure 8: United States Female Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 9: United States Female Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 10: United States Male Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 11: United States Male Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 12: United States Unisex Fragrances Consumption Frequency Analysis (% by Age Group by Consumption Group), 2012
Figure 13: United States Unisex Fragrances Consumption Frequency Analysis (% by Gender by Consumption Group), 2012
Figure 14: United States Fragrances Market Value (US$ million), by Category, 2012
Figure 15: United States Fragrances Expenditure Per Capita (US$), by Category, 2012
Figure 16: United States Fragrances Expenditure Per Household (US$), by Category
Figure 17: United States Fragrances Survey-tracked Retailer Shares by Volume (% of Ltrs m), 2012
Figure 18: United States Female Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 19: United States Male Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012
Figure 20: United States Unisex Fragrances Survey-tracked Retailer Shares by Volume (Ltrs m), 2012

Companies Mentioned

Walmart, Costco

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