Port Washington, NY, February 10, 2010 - According to leading market research company, The NPD Group, Inc., overall Valentine’s Day dollar sales of prestige fragrances* have been declining each February since 2006, dropping four percent in total in February 2009, compared to the February 2008. However, going into Valentine’s Day 2010, NPD sees a positive trend in sales of small size fragrances.
“Though the fragrance market has been challenged, there are areas that are resonating with consumers. Smaller sizes are becoming an increasingly important option today. What’s encouraging is that they are not just working in women’s scents or new fragrances…we are also seeing growth in smaller sizes for both women’s and men’s fragrances (one ounce and smaller) and classics, as well as new scents,” said Karen Grant, vice president and global industry analyst, The NPD Group.
According to NPD, in annual 2009, women’s fragrance juices** under one ounce, grew eight percent in units, versus 2006. Looking at new skus*** in 2009, growth came from new items like the Harajuku Lovers Snow Bunnies, as well as existing skus like Beautiful and Pleasures. For men, growth came in new one ounce skus like Polo Blue and Polo Black.
“Smaller sizes are a great way for consumers to get a taste of what’s new or to remember a loved favorite scent. This could be not only a thoughtful option, but a budget friendly one for Valentine’s Day gift giving,” ended Grant.
*Prestige Fragrance: fragrances sold mainly in U.S. department stores.
**Juices: excludes fragrance ancillary or gift set items.
***Skus or Stock Keeping Unit: combined with the UPC number, the sku identifies the product within the companies inventory database.
About The NPD Group, Inc.
The NPD Group is the leading provider of reliable and comprehensive consumer and retail information for a wide range of industries. Today, more than 1,700 manufacturers, retailers, and service companies rely on NPD to help them drive critical business decisions at the global, national, and local market levels. NPD helps our clients to identify new business opportunities and guide product development, marketing, sales, merchandising, and other functions. Information is available for the following industry sectors: automotive, beauty, commercial technology, consumer technology, entertainment, fashion, food and beverage, foodservice, home, office supplies, software, sports, toys, and wireless. For more information, contact us, visit http://www.npd.com/, or follow us Twitter at https://twitter.com/npdgroup.