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Men’s Fragrance Leads the Way in the US, UK

November 25, 2013

NPD reports juices and gift sets are driving growth in the US and Europe.

The NPD Group, Inc., a global information company, reports that 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. Total fragrance performance was soft elsewhere in Europe, with declines across men’s and women’s offerings, primarily in the EDT 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,” said Karen Grant, vice president and senior global industry analyst, The NPD Group, Inc.

In addition to men’s juice sales, the other positive growth segments for both the US and UK prestige* fragrance industries in the 12 months ending October 2013 were women’s juices, and 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. Men’s gift sets were the star in France during this time period. In Italy, men’s juice and women’s gift sets held steady.

“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. 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,” said Grant. “A formula involving the right balance of value and scent appeal will help re-energize the fragrance category for women as it is currently doing for men.”


 

 


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