Fragrance is a vital ingredient in personal care products in order to mask the scents of active chemical ingredients but in many categories it also plays a significant role in product positioning and marketing. This report assesses global fragrance trends in beauty and personal care, looking at market sizes and segmentation and exploring some of the themes impacting usage. Specific analysis is also included on trends in bath and shower, hair care and deodorants.
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Fragrance is far more than merely a way to mask unpleasant odours from active chemicals. Specific fragrances can also play a range of marketing roles, helping to position products and to enhance the overall sensory experience.
Fragrance’s main marketing roles are centred on three key themes: brand image; product targeting; and the sensory experience. Under each of these headings, there are many more specific themes that fragrance can and does address.
Use of fragrance in personal care applications totalled 105,000 tonnes in 2016, representing almost a quarter of total fragrance volume. Sales increased at a CAGR of 2.3% over 2011-2016 and are set to maintain this level over 2016-2021.
Latin America and the Middle East and Africa will be the most important growth regions for fragrances over 2016-2021, each with forecast CAGRs of over 3.5%. Asia Pacific is now the largest market overall and is forecast a 2.4% CAGR.
Bath and shower is the largest single market for fragrance in every region of the world, with hair care second in most. Deodorants are most important in developed markets and take second place in West Europe and Australasia.
Bath and shower is the largest personal care application for fragrances, accounting for 46% of total volume in 2016. Other important areas are hair care, deodorants and fine fragrances; men’s grooming overlaps with these but is also significant.
Bath and shower is also most important to fragrance innovation as scent is still the primary marketing tool in this category. While fragrance is important in all personal care markets, it sometimes plays a secondary role behind overall function.