Special Newsletter: Fragrance Science & Innovation

Expert predictions for key fragrance trends ahead

By Lucy Whitehouse contact

- Last updated on GMT

Expert predictions for key fragrance trends ahead
We take a look at the key expert opinions on where the fragrance category is heading, including predictions and market data insights.

Imogen Matthews Associates (IMA) released a report this year, The Fragrance Report 2017, which highlights the following as the four key trends​ set to define the category moving forward:

  • Genderless: “Despite growth of this sector, retailers have yet to embrace this trend​,” says the firm. “Until they do, its huge revenue potential will go untapped​.”  The disinterest in explicitly gendered products may be being driven by younger consumers, with millennials seen as a decisively socially progressive demographic.
  • Niche: “Artisan brands have a massive opportunity to break into the mainstream but first need to break from convention​,” says the firm.
  • Scent: “It’s the heart and soul of every fragrance. It’s also the key purchase driver and yet its potential remains untapped by brands and marketers​.”
  • Women Over 45: a demographic ‘sadly overlooked’ by brands and their marketers, according to IMA.

By focusing on these four growth areas, fragrance businesses should be able to reduce their dependence on the transient Christmas period and build a strong year-round business,​” IMA says of the report’s findings.

However, they require a fresh way of thinking and, in some cases, a rejection of the status quo that has hampered growth for too long​.”

Millennials: opportunity hotspot

Meanwhile, Euromonitor, a market research provider, is one of several suggesting that the lion’s share of category opportunity will indeed be found through targeting younger consumers.

Today’s celebrity fragrance successes lie in the likes of Ariana Grande, a pop star and social media sensation, and Zoella, a pure-digital influencer​,” explains the firm’s beauty & personal care analyst in a recent blog​.

Fundamentally, success is down to authenticity and the ability to convince the consumer of an attainable lifestyle, which breeds consumer tribalism.​”

It’s a trend GlobalData also acknowledges. In a recent post entitled ‘Millennials are the most experimental consumers, with seniors least likely to try new products’​, the firm outlined the demographic’s broad potential

Melanie Felgate, Senior Consumer Analyst for GlobalData, writes: “Millennials are more open to new and innovative concepts, indicative of wider exposure to foreign cultures and products from an early age compared to their senior peers​.”

Mintel also agrees with this predicted push for millennial consumers, particularly noting that in the US, male grooming is driving change.

The firm recently released insights on this, asserting that “the key to America’s fragrance market is millennial men.​” The blog can be found here​.

Related topics: Market Trends, Packaging, Fragrance

Related news

Show more

Related products

show more

Scent Expedition: Madagascar

Scent Expedition: Madagascar

Symrise | 15-Jul-2020 | Product Presentation

With 90% of its plants and animals found nowhere else, Madagascar is a wealth of biodiversity like no place else on earth. This island off the coast of...

Firmenich Sharing Innovation 2020 Collection

Firmenich Sharing Innovation 2020 Collection

Firmenich | 30-Jun-2020 | Product Presentation

Once again, Firmenich has opened its treasure chest of exceptional ingredients, created from its industry-leading science platforms. The company shares...

Beauty Tech Unboxed: innovation for the digital age

Beauty Tech Unboxed: innovation for the digital age

Sagentia Limited | 13-Jan-2020 | Research Study

Sagentia recently conducted quantitative and qualitative research with more than 2,000 UK adults. Our aim was to drill down into the basics of what digital...

Related suppliers

Follow us

Products

View more

Webinars