FRAGRANCE ON THE...FRAGRANCE 30 b eauty m g zin january 2016 F ragrance is one of the most important...
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FRAGRANCE 30 beauty magazine january 2016 F ragrance is one of the most important yet invisible ingredients in our lives. So why, at a time when our homes are becoming ever more fragrant, are UK consumers buying less fine fragrance than they used to? What’s happening to sales? The latest data shows that although 20 million Britons used fine fragrances in 2014, just under 16 million purchased fine fragrances in the same period, according to Tim Nancholas, strategic insight director of Kantar Worldpanel. Speaking at the 2015 IFRA UK Fragrance Forum, Nancholas unveiled the latest data from Kantar’s panel research with 15,000 individuals. This shows that the British public purchased a total of 43 million bottles of scent in the 52 weeks ending June 2015, with the average spend per person being £80. Kantar’s data also shows that nearly half (48 per cent) of all fragrances are bought by men and that during the Christmas period, 80 per cent of fine fragrances are bought as gifts. Christmas also accounts for 56 per cent of the entire year’s sales. The average amount people spend on fragrance has increased marginally, but there has been a decline in buyer numbers, with total value dropping in the 12 months to June 2015 to £1.27 billion – down from £1.31 billion the previous year. Female fragrances are down five per cent, but still account for 63 per cent of overall fragrance sales. Crucially, fewer of us bought at Christmas in 2014. How we shop for scent has also inevitably changed, as it has with so many other goods: 24 per cent of fragrances (by value) are now bought online. Interestingly, Boots (online and in store) accounts for more than a quarter of all fragrance purchases. Usage occasions Kantar’s Worldpanel research also found that 41 per cent of UK adults use fine fragrance each week, with the average usage being just four times in a seven-day period. But while this equates to 20 million people wearing fragrance in the average week, there are another 10 million who never use scent. Figures for the year ending December 2014 also show that 1.6 million people have stopped using fragrance. “This change in habits represents a loss of 10 million usage occasions over the past five years,” says Nancholas. A clear message While data shows that fewer consumers are purchasing, the good news is that fragrance is certainly not an occasional luxury for the few. According to Nancholas: “The most obvious market we associate with fragrance is of course the perfume, after-shave, and eau de toilette market – products that leave a presence that enhances how you feel and what people may feel about you. Advertising claims it can make us more desirable, more confident, more romantic or even more sporty.” And he has a clear message for those involved in selling scent: “You need to reinvigorate people to use more fragrance. In particular you need you persuade people – especially men – to add fragrance to their gifting. We fragrance ourselves less – and some of us not at all – yet we fragrance our homes and our laundry more. It is acknowledged that fragrance is a huge driver of shopper behaviour and fragrance can add value to markets”. Lisa Hipgrave, director of IFRA UK, agrees. “Fragrance matters,” she says. “It is usually the smallest ingredient in a product yet it is often the differentiator that makes a consumer select one product over another. Whether it is fine fragrances or scent toiletries and cosmetics, fragrance is the invisible difference. The upturn in the popularity of home fragrancing is likely to continue.” ■ Jo Jacobius is communications consultant to the International Fragrance Association UK (IFRA UK). Visit www.ifrauk.org to find out more about the Association’s work. Fewer people in the UK are buying fine fragrance than they used to. Jo Jacobius investigates what’s happening and what can be done to halt the decline TOP TENBEST-SELLERS Kantar’s data shows that these were the UK’s best-selling fine fragrance brands in the year to August 2015: 1. Calvin Klein 2. Chanel 3. Paco Rabanne 4. Hugo Boss 5. Marc Jacobs 6. Giorgio Armani 7. Christian Dior 8. YSL 9. Estée Lauder 10. Gucci The best selling female fine fragrance was Chanel No. 5, while the men’s favourite was Paco Rabanne 1 Million. ON THE
Transcript of FRAGRANCE ON THE...FRAGRANCE 30 b eauty m g zin january 2016 F ragrance is one of the most important...
F R A G R A N C E
30 b e a u t y m a g a z i n e j a n u a r y 2 0 1 6
Fragrance is one of the most important yet invisible ingredients in
our lives. So why, at a time when our homes are becoming ever
more fragrant, are UK consumers buying less fine fragrance than
they used to?
What’s happening to sales?The latest data shows that although 20 million Britons used fine fragrances
in 2014, just under 16 million purchased fine fragrances in the same
period, according to Tim Nancholas, strategic insight director of Kantar
Worldpanel.
Speaking at the 2015 IFRA UK Fragrance Forum, Nancholas unveiled
the latest data from Kantar’s panel research with 15,000 individuals. This
shows that the British public purchased a total of 43 million bottles of
scent in the 52 weeks ending June 2015, with the average spend per person
being £80.
Kantar’s data also shows that nearly half (48 per cent) of all fragrances
are bought by men and that during the Christmas period, 80 per cent of
fine fragrances are bought as gifts. Christmas also accounts for 56 per cent
of the entire year’s sales. The average amount people spend on fragrance
has increased marginally, but there has been a decline in buyer numbers,
with total value dropping in the 12 months to June 2015 to £1.27 billion –
down from £1.31 billion the previous year. Female fragrances are down
five per cent, but still account for 63 per cent of overall fragrance sales.
Crucially, fewer of us bought at Christmas in 2014.
How we shop for scent has also inevitably changed, as it has with so
many other goods: 24 per cent of fragrances (by value) are now bought
online. Interestingly, Boots (online and in store) accounts for more than a
quarter of all fragrance purchases.
Usage occasionsKantar’s Worldpanel research also found that 41 per cent of UK adults use
fine fragrance each week, with the average usage being just four times in a
seven-day period. But while this equates to 20 million people wearing
fragrance in the average week, there are another 10 million who never use
scent. Figures for the year ending December 2014 also show that 1.6 million
people have stopped using fragrance. “This change in habits represents a
loss of 10 million usage occasions over the past five years,” says Nancholas.
A clear messageWhile data shows that fewer consumers are purchasing, the good news is
that fragrance is certainly not an occasional luxury for the few. According
to Nancholas: “The most obvious market we associate with fragrance is of
course the perfume, after-shave, and eau de toilette market – products that
leave a presence that enhances how you feel and what people may feel
about you. Advertising claims it can make us more desirable, more
confident, more romantic or even more sporty.” And he has a clear message
for those involved in selling scent: “You need to reinvigorate people to use
more fragrance. In particular you need you persuade people – especially
men – to add fragrance to their gifting. We fragrance ourselves less – and
some of us not at all – yet we fragrance our homes and our laundry more.
It is acknowledged that fragrance is a huge driver of shopper behaviour and
fragrance can add value to markets”.
Lisa Hipgrave, director of IFRA UK, agrees. “Fragrance matters,” she
says. “It is usually the smallest ingredient in a product yet it is often the
differentiator that makes a consumer select one product over another.
Whether it is fine fragrances or scent toiletries and cosmetics, fragrance is
the invisible difference. The upturn in the popularity of home fragrancing
is likely to continue.”
� Jo Jacobius is communications
consultant to the International
Fragrance Association UK (IFRA UK).
Visit www.ifrauk.org to find out more
about the Association’s work.
Fewer people in the UK are buying fine fragrance than they used to. Jo Jacobiusinvestigates what’s happening and what can be done to halt the decline
TOPTENBEST-SELLERSKantar’s data shows that these were the UK’s best-sellingfine fragrance brands in the year to August 2015:
1. Calvin Klein
2. Chanel
3. Paco Rabanne
4. Hugo Boss
5. Marc Jacobs
6. Giorgio Armani
7. Christian Dior
8. YSL
9. Estée Lauder
10. Gucci
The best selling female fine fragrance was Chanel No. 5, while the men’s favourite was Paco Rabanne 1 Million.
ON THE
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