Abstract
Sales of men' s fragrances in food, drug, and mass merchandisers have dropped due mostly to lower unit prices, too many options and low brand loyalty. Detailed information about consumer behaviors is essential in creating and maintaining share in this tight market.
This report will help you understand:
- How changing male demographics are primary market drivers, along with increased interest in men' s grooming, the “gifting” phenomenon, and the short-lived appeal of celebrity endorsement
- Why the traditional cologne segment far outsells gift packs, despite the fact that gifts comprise more than half of fragrance purchases.
- The retail landscape, dominated by drug stores that offer the widest selection among FDM channels and remain a beauty care destination
- Detailed consumer analysis including usage, retail preferences, opinions about fragrance types, and attitudes about gifting
This report also features an in-depth look at the forecast for the market, correlating historic market size data with key factors that will determine sales in the coming years.
This report covers FDM sales of aftershaves, colognes, pre-shaves, splashes, talc and perfumes, as well as body sprays that are part fragrance and part deodorant. Unisex fragrances are excluded, as are fragrance line extensions such as shaving cream and shampoo.
This report contains US IRI InfoScan data.
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