Brands need to consider ethical values and ingredient transparency for fragrances, say experts


Written by Alex Fisher, Mintel's report examines the UK market for men’s and women’s fragrances

This report examines the UK market for men’s and women’s fragrances, including parfum, eaux de toilettes (EdT), eaux de parfums (EdP) and colognes:

  • Parfums or perfume extracts have a 15-40% concentration of essence
  • Eaux de parfum (EdP) have a 10-30% concentration of essence
  • Eaux de toilette (EdT) have a 5-20% concentration of essence
  • Colognes, often referred to as eaux de cologne (EdC), have a 3-5% concentration of essence.

Also included within this report are body sprays (fragrances in a spray can or spritz format) for men and for women.

Unless otherwise specified, throughout this report the term ‘fragrances’ refers exclusively to perfumes (eg eaux de toilette, eaux de parfum, parfum), eaux de cologne and aftershaves.

This includes perfumes, eaux de cologne and aftershaves in solid, oil and gel formats, but excludes body sprays.

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Written by Alex Fisher, a leading analyst in the beauty and personal care sector, her extensive knowledge delivers in-depth commentary and analysis to highlight current trends and add expert context to the numbers.

The market is estimated to decline by 0.8% to £1.48 billion in 2019 before a longer-term period of growth as consumers trade up to more sophisticated formats.

Brands may need to consider ethical values, ingredient transparency or more unique benefits to differentiate from competitors and command a price premium.

Gender is at the heart of the category right now, with men expecting more sophisticated messaging and women balancing femininity with feminism. Unisex brands could find themselves on top if they can create a sense of equality.

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For more information on Mintel's report, see here.