Posted: October 30, 2014
Nearly 80% of men who make fragrance purchases plan to do so ahead of time, and two-thirds of them also know what brand they plan to purchase, according to the 2014 Men’s FragranceTrack Report issued by global information company The NPD Group, Inc.
Men pay close attention to their fragrance usage, especially when they need to restock their scent of choice; six in 10 men’s purchases are for replenishment reasons. The need to replenish, in-store influencers and price are the top motivators behind men’s fine fragrance purchases. While most men report their fragrance usage is the same as a year ago, some men did increase consumption. Reasons for doing so include finding a better liked fragrance, a new grooming routine and the fragrance being liked by a partner.
“Men have clearly demonstrated their interest in using and experiencing fragrance, and the fact that they pay attention to when their supplies are running low is very telling,” said Karen Grant, vice president and global beauty industry analyst, The NPD Group, Inc. “However, as much as brand loyalty is important, experimenting and stepping outside of the box is also crucial for industry growth.”
Almost all men report fragrance usage, with eight out of 10 men using some type of scented product, and nearly all of fine fragrance users also using scented body products. The most desired characteristic for scented body products is a subtle, light scent, followed by a good value. More than 50% of male consumers purchase a large-sized fine fragrance because it offers the best value. These incentives are also similar among men who use both scented products and a fine fragrance.
“Men are an influential and critical part of the fragrance industry. Younger men are a prime example of the well-rounded fragrance user, since they are the group most willing to experiment with different fragrances,” said Grant. “It’s important for retailers to learn from this, and find ways to not only attract new users but to also build upon their current following—further peaking consumer’s interest and encouraging them to find their specific scents for every mood, season and occasion.”