When it comes to selling fragrance, marketers around the world should be shouting Olé!, according to results of a new study by Kantar Media. Fragrances are used more often by people in Spain (94%) compared to France (88%), Brazil (84%) and GB (76%). Chinese people use fragrances the least (just 12%).
Other findings from the Kantar study include:
• In Spain, Great Britain, Brazil and Russia it’s the younger audience that wear perfume or aftershave whereas in Egypt, Turkey and China young and wealthy adults predominate.
• Europe is a fairly stable market with growth driven by new product innovations. Consumers in France are more likely to be interested in the latest products and a bit of expense whereas in Spain luxury brands appeal.
In Brazil and Russia, intensive development of specialized distribution has helped the fragrance category flourish. For example, in Brazil more older male consumers are using fragrances and those consumers spending more than $40 a year went up from 7% to 13% between 2009 and 2012. In Russia, between 2010 and 2013, more consumers began to use perfumes across all ages and social classes. Beauty outlets were visted in 2013 by over one quarter of the Russian adult population.
According to Kantar, consumers in the Middle East buy what they can afford. The introduction of cheaper and unbranded offers has left luxury brands in a vulnerable position. And while the tradition of wearing a fragrance doesn’t really exist in some Asian markets, the demand for perfume is being slowly developed by global brands. In China perfume use is generally reserved for the higher social classes, particularly young women (15-34 year olds) who like to keep up with the latest fashions (55% v’s 48% of the average population). They are also more likely to travel by plane or own a tablet.