The NPD Group Reports on Men’s Fragrance Usage

Current growth is driven by larger sizes and gift sets while decisions are driven by loyalty and relationships 

Port Washington, NY, June 12, 2013 – The NPD Group, Inc., a global information company, released results on the U.S. fragrance industry. Sales of U.S. prestige men’s fragrance increased 6 percent, to $953 million, from May 2012 – April 2013, compared to the same time period last year.*  

The 2013 Men’s FragranceTrack® study by The NPD Group, Inc. indicates that 63 percent of adult males ages 18-64 wear fragrance at least occasionally, with 23 percent indicating they use it all of the time, and 40 percent of men who wear a scent have just one bottle at home that they use. Conversely, nearly 40 percent of males ages 18 – 64 never use fragrance.

“Men are creatures of habit when it comes to their scent selection, remaining loyal to what they know and like,” said Karen Grant, vice president and senior global industry analyst, The NPD Group. “While they are driven primarily by practical factors, and are less focused on choosing scents because of an emotional appeal such as being memorable, romantic, or different, men’s fragrance decisions are heavily influenced by the key people in their lives.”

Seventy-two percent of adult male fragrance wearers started using fragrance when they were 17 years old or younger. Almost 40 percent of male teen fragrance wearers, ages 13-17, were influenced by their fathers to wear fragrance, and even more chose to wear a fragrance to impress a girl.

Among male adults, when choosing a scent, the most important factor was that a woman/partner liked it. Men also shop for a long lasting fragrance that can be worn every day and for all occasions. Clean, masculine, and fresh round out the attributes cited among the most important to men when selecting a fragrance.

Out of those men that made a fragrance purchase in the past year, 25 percent purchased a pre-packaged gift set as a result of the perceived value, and the ancillaries included in the set. Larger fragrance sizes present a value proposition as well. Unit sales of men’s fragrance, in sizes 6.7 ounces and up, increased 12 percent from May 2012 –  April 2013 compared to the previous year.* These larger sizes represented more than six percent of dollar sales during the same timeframe.*

“Men, and those who purchase fragrance for them, are spending four percent more on fragrances than they did a year ago, specifically on more expensive gift sets, and on larger size bottles. With a quarter of adult men who wear fragrance saying that they never purchase it for themselves, fragrance becomes the perfect, low stress gift for the man in your life. His scent selections don’t vary much, his requirements are generally basic, and if you like it, it is almost certain he will like it,“ said Grant.

“The drivers behind men’s fragrance decisions are not complicated, but they are specific, and reaching the male fragrance consumer is as much about reaching the people around him as connecting with the man himself,” added Grant.

 

*Source: The NPD Group, Inc. / NPD BeautyTrends®


Related Press Releases

Majority of U.S. Women Use Makeup with Skincare Benefits, without Sacrificing their Skincare Regimen, Reports NPD
Majority of U.S. Women Use Makeup with Skincare Benefits, without Sacrificing their Skincare Regimen, Reports NPD

Most Women Use Makeup with Skincare Benefits, without Sacrificing their Skincare Routine While 90 percent of U.S. women use makeup with skincare benefits, two-thirds use these makeup products in addition to separate skincare offering the same benefits. Compared to 2016, more women seek makeup products that moisturize, reduce fine lines and wrinkles, minimize pores, and reduce redness.

Bottling Emotions: Fragrance Trends for Mother’s Day
Bottling Emotions: Fragrance Trends for Mother’s Day

May is the most popular time of year for women’s fragrance sales after the holiday season. The week leading up to Mother’s Day 2017, close to $90 million was spent in department stores on women’s fragrance juices and gift sets.

Hygge Inspires a Change in Consumer Attitudes toward Home Scents, NPD Group Finds
Hygge Inspires a Change in Consumer Attitudes toward Home Scents, NPD Group Finds

U.S. consumers continue to embrace hygge. Over the last year, more have reported using home scents to relax, feel cozy, and uplift their spirits. At the same time, home scents has become the fastest-growing area of the prestige fragrance market.

U.S. Prestige Beauty Industry Sales Rise 6 Percent in 2017, Reports The NPD Group
U.S. Prestige Beauty Industry Sales Rise 6 Percent in 2017, Reports The NPD Group

The U.S. prestige beauty industry reached $17.7 billion in 2017, a 6 percent increase over 2016*, according to global information company The NPD Group.

Want more?

Complete this form to hear from NPD.


npd.com | © 2018. The NPD Group, Inc.

Follow Us on