According to the latest data from global information company The NPD Group men’s fragrance juice sales drove positive dollar performance for the overall fragrance category in the US and UK between November 2012 and October 2013.
This has been the stand out performer as total fragrance performance was soft elsewhere in Europe, with declines across men’s and women’s offerings, primarily in the Eau De Toilette segment.
“While women’s individual juices continue to be the top selling fragrance segment across the US and Europe, new launch activity has been a boost for men’s sales across most countries,” says Karen Grant, vice president and senior global industry analyst, NPD.
Men’s juices saw a 5% growth in both the US and the UK versus the previous year performance; higher than the 2% growth posted in women’s juices in these markets for the same period.
In addition to men’s and women’s juice sales, the other positive growth segments for both the US and UK prestige fragrance industries were both men’s and women’s fragrance gift sets.
With the exception of Spain, which had declines across fragrance segments, there were segments of flat to positive performance in other European countries too.
“Along with the desire to treat oneself, there is a value component that comes into play for consumers with the purchase of either fragrance gift sets or individual juices,” continues Grant.
“A gift set provides consumers with a variety of formats with which to enjoy their favorite scents, and the recent popularity of larger size juices offers the ability to invest in a new or existing favorite while spending less per ounce,” she adds.
Looking ahead, it is the market expert’s belief that a balance of value and scent appeal will help re-energize the fragrance category for women as it is currently doing for men.