Men's Fragrances - US - December 2006

SUMMARY

Abstract

The men's fragrance market is estimated to exceed $2.5 billion in 2006. Although the industry has experience a slowdown, multiple opportunities exist to grow this category. In this report, Mintel uses proprietary consumer research supported with analysis of the Simmons National Consumer Survey, to provide a detailed view of the men's fragrance consumer. Our research targeted males ranging from the age of 12 through 65. This report analyzes consumer fragrance ownership and usage, types of fragrance products and delves into consumers purchasing attitudes and decisions.

The report provides detailed background and advertising campaigns information of the industry's key suppliers. This reveals, among other things, the importance and prevalence of celebrity sponsorship, as well as industry success with product placement and unique advertising venues. Comparative advertising campaign analysis is also performed, with the help of viewable television advertising clips.

Additionally, this report addresses the changing retail environment for men's fragrances. The retail channel has embraced multiple categories: traditional FDM, Wal-Mart, department stores and specialty stores, including fragrance boutiques and online retailers. Mintel explores the complex market drivers and provides insight into future trends.

This report considers the following in the definition of male fragrances: aftershaves, colognes, pre-shaves, splashes, talcs and perfumes, and bodysprays, which are part deodorant and part fragrance.

TABLE OF CONTENTS

Table of Contents

• Scope and Themes
• What you need to know
• Definition
• Abbreviations and terms
• Abbreviations
• Executive Summary
• Snapshot of the market
• Complex market drivers
• Relatively flat overall market
• Distribution channels in flux
• Key suppliers remain largely unchanged
• Advertising is the key
• The consumer
• A challenging future
• Flat sales in the forecast
• Market Drivers
• More men in most age groups
  • Figure 1: U.S. male population projections, by age, 2001-11
• Key target age group declining
• New target markets will emerge
• "Metrosexual" era ends, but habits remain
• Masculine icons and celebrity draw
• Market Size and Trends
• Market size
  • Figure 2: Total U.S. retail sales of men's fragrances, at current and constant prices, 2001-06
  • Figure 3: Graph: Total U.S. retail sales of men's fragrances, at current and constant prices, 2001-06
• Market trends
  • Figure 4: Total U.S. men's fragrance introductions, 2003-06
• Market Segmentation
• Introduction
  • Figure 5: FDM sales of men's fragrances, segmented by type, 2004 and 2006
• Cologne/talc/shaving lotion
  • Figure 6: FDM sales of cologne/talc/shaving lotion, at current and constant prices, 2001-06
• Gift packs
  • Figure 7: FDM sales of fragrance-based gift packs, at current and constant prices, 2001-06
• Supply Structure
• Company and brand sales through FDM channels
• Introduction
• FDM activity
  • Figure 8: Leading manufacturer sales of FDM men's fragrances in the U.S., 2004 and 2006
  • Figure 9: Manufacturer brand FDM sales of men's fragrances in the U.S., 2004 and 2006
• Prestige and celebrity fragrances
• Profiles of major manufacturers
• Coty Inc.
• Unilever
• Procter & Gamble
• L'Oréal
• Liz Claiborne
• Advertising and Promotion
• Are traditional images falling short?
• Ralph Lauren
  • Figure 10: Ralph Lauren Polo Black, 2006
• Spirit
  • Figure 11: Spirit Antonio Banderas, 2006
• Davidoff
  • Figure 12: Davidoff Cool Water, 2006
• Sean John
  • Figure 13: Sean John Unforgivable, 2006
• Coty Inc.
• Unilever
• Procter & Gamble
• Retail Distribution
• Introduction
  • Figure 14: U.S. retail sales of men's fragrances, by channel, 2004 and 2006
• Drug stores
  • Figure 15: U.S. drug store sales of men's fragrances, at current and constant prices, 2001-06
• Supermarkets
  • Figure 16: U.S. supermarket sales of men's fragrances, at current and constant prices, 2001-06
• Mass merchandisers
  • Figure 17: U.S. mass merchandiser sales of men's fragrances (excluding Wal-Mart), at current and constant prices, 2001-06
• Department store sales of men's fragrance
  • Figure 18: Department store sales of men's fragrances, at current and constant prices, 2001-06
• Specialty stores
  • Figure 19: Specialty store sales of men's fragrances, at current and constant prices, 2001-06
• Other (includes online channels, Wal-Mart, etc.)
  • Figure 20: Estimated other sales of men's fragrances, at current and constant prices, 2001-06
• The Consumer
• Introduction
• Key findings
• Ownership of fragrance products
  • Figure 21: Fragrance ownership, September 2006
  • Figure 22: Fragrance ownership, by type, September 2006
  • Figure 23: Fragrance ownership, by type and age, September 2006
  • Figure 24: Fragrance ownership, by type and by race/ethnicity, September 2006
• Frequency of fragrance use
  • Figure 25: Frequency of fragrance usage, September 2006
  • Figure 26: Frequency of fragrance usage, by age, September 2006
• Teen usage of fragrances
  • Figure 27: Teen use of fragrance, by age, January-September 2005
• Numbers of different fragrances owned
  • Figure 28: Number of fragrances owned, September 2006
  • Figure 29: Number of fragrances owned, by age, September 2006
• Source of fragrance owned
  • Figure 30: Source of fragrance, September 2006
  • Figure 31: Source of fragrance, by age, September 2006
• Scents most likely to wear
  • Figure 32: Scents most likely to wear, September 2006
  • Figure 33: Scents most likely to wear, by age, September 2006
• Where fragrances were purchased
  • Figure 34: Where fragrances were purchased, September 2006
  • Figure 35: Where fragrances were purchased, by age, September 2006
  • Figure 36: Where fragrances were purchased, by household income, September 2006
• Attitudes towards and reasons for fragrance usage
  • Figure 37: Attitudes towards and reasons for fragrance usage, September 2006
  • Figure 38: Attitudes towards fragrance usage, by age, September 2006
• Reasons for lack of fragrance usage
  • Figure 39: Reasons for lack of fragrance usage, September 2006
• Future and Forecast
• Future trends
• Celebrity television and film tie-ins expand
• Environmentally friendly fragrances
• The proliferation of scent
• Market forecast
• Men's fragrances
  • Figure 40: Forecast of total U.S. sales of men's fragrances, at current and constant prices, 2006-11
  • Figure 41: Graph: Former and forecasted total U.S. sales of men's fragrances, at current prices, 2001-11
• Men's cologne, talc, and shaving lotion
  • Figure 42: Forecast of U.S. FDM sales of men's cologne, talc, and shaving lotion, at current and constant prices, 2006-11
• Men's fragrance-based gift packs
  • Figure 43: Forecast of U.S. FDM sales of men's fragrance-based gift packs, at current and constant prices, 2006-11
• Forecast factors
• Appendix: Trade Associations
• Appendix: New Product Briefs
• Avon: Avon Mesmerize
• Product Description
• Procter & Gamble: Old Spice OS Signature
• Paul Smith Parfums: Paul Smith Story
• Gemini Cosmetics: Kiss Him
• Idelle Labs: Brut Revolution
• Avon: Touch by Black Suede
• Unilever: Axe Lab