The fragrance market in France is dominated by the mature generation, particularly women aged 45 and older, who accounts for a third of the 7 million litre strong fragrance market. With a slow value growth forecast up to 2017, at a CAGR of 0.6%, targeting these women’s desire to indulge themselves is key to success, says new report from Canadean.
Some findings based on the new Canadean report: ‘Market Focus: Trends and Developments in the Fragrances Sector in France’.
The fragrance market in France is dominated by the older generation, particularly women aged 45 and over, who now have grown-up kids and more disposable income to treat themselves. Female consumers are responsible for 54% of fragrances usage by volume, with over 60% of female consumption by mid-lifers (45-54 year olds) and older women (aged 55 and over). This is a third of the total market volume. Meanwhile, consumers aged 45 and over also lead consumption by men, accounting for 40.7% of total male consumption and 18.7% of total consumption by both genders.
Indulgence is the most important of 20 consumption motivators Canadean tracks, driving 44.5% of consumption by value. The next leading motivation, consumer’s desire to use fragrances that affirm a particular gender identity, motivates less than half as much consumption. Consumers are looking for exclusive and high-quality fragrances that add a touch of class to their aspired image.
health & beauty stores distribute half of all fragrances in France by value, over three times as much as the next leading channel. Specialized shops can provide an even more indulgent …
