While the men’s global perfume and fragrances market remains strong, until recently, perceptions have remained fixed in China associating fragrance as a female-only category. However, according to new research from Mintel, perceptions are starting to change and the men’s fragrance market is beginning to make a splash, showing 20% growth from 2008 to 2011.
The value of the men’s fragrance market stood at RMB 689 million in 2011 - up 20% in just three years. This compares with growth in the women's category standing at 10%, indicating that there is plenty more room for growth. Mintel’s research also shows that a growing number of males are beginning to shift towards prestige fragrance usage. Prestige sales grew in value by 19% to RMB 422 million by 2011. Indeed, while mass fragrance annual percentage growth rate stood at 6% in 2011 - for prestige it was 8%.
Lui Meng Chow, China Research Analyst at Mintel, said: “ The word perfume often has feminine overtones among male consumers, however, thanks to the popularity of Japanese and Korean TV dramas, fashions from these countries are shaping Chinese men’s perceptions of personal grooming. As a result of this trend, younger male consumers are shifting away from their conservative traditions and have been impressed with concepts which promote individual expression. This has caused manufacturers to launch male-specific brands, including toiletries, despite the fact that they were previously associated with being a woman’s product. ”
“ Now this trend is extending into prestige and luxury brands and products, from aftershave to …
