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NPD report reveals big opps in US fragrance market

By Michelle Yeomans+

20-Aug-2014
Last updated on 20-Aug-2014 at 17:13 GMT

NPD report reveals big opps in US fragrance market

The NPD Group’s 2014 track report has revealed that just 1% of women use only fine fragrances, which means the wide usage of scented products is a considerable opportunity for the fragrance industry.

According to the market researcher, nearly 60% of US women use both fine fragrance and a scented body product, regardless of their age or race.

This, NPD vice president Karen Grant says will offer the industry a big opportunity to cater to many consumers needs and desires through a variety of scents.

“The scent preferences of yesterday are not the same today. Understanding how fine fragrance now coexist with, and complement, personal ancillaries will help create new and exciting ways to engage the consumer," says Grant on the evolution of the market.

Market breakdown by trend

The NPD vp goes on to reveal the most commonly worn ancillary scented products are body lotions, followed by scented hair mists and body sprays and advises that the industry capture this loyal customer base through new, complementary products and messaging.

Furthermore, almost 20% of women who use body spray or scented hair mist are willing to pay more than $16 for the product, and those who also use a fine fragrance are willing to pay more on average for their ancillary products.

Understanding the dynamics behind the desired scent experiences of today’s female fragrance consumers, and their related purchase behaviours, is necessary for the business to evolve and grow as consumers do,” says Grant.

Celebrity scents segment on the way out...

While the fine fragrance segment is on the up, what was once a lucrative sector - celeb scents, is now losing its' stance as the main consumer continues to be tweens, teens, and young adults as they care more about their favorite actors and singers than their parents and grandparents.

In 2013 the segment comprised about 11% of the US fragrances market, down from 12% in 2012.

Recording artists are still making efforts to parlay their huge fan base to create strong sales of fragrances. In the past, celebrities promoted their fragrances through television commercials, personal appearances at department stores, and appearances on TV shows.

Fragrances are now also competing with other purchases such as smartphones and apps.

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