Fragrances is expected to see a slowing of growth in the US in the forecast period, with little movement in volume terms, and only a low current value CAGR. As in the review period, premium fragrances is expected to outperform mass.
The majority of sales of fragrances continue to be through beauty specialists such as Ulta or Sephora, as well as department stores such as Macy’s, with retail e-commerce impressively maintaining most of its channel share following its pandemic-induced growth. While these channels are key in terms of replenishment purchases, which is the number one reason for fragrance purchases in the US in 2023 (Euromonitor’s Voice of the Consumer: Beauty Survey, fielded June to July 2023), premium players are increasingly exploring ways to deliver on discovery-driven motivators.
Across beauty and personal care, US consumers continue putting emphasis on clean ingredients and safe formulations, driven by more wellness-oriented behaviour, which is expected to increasingly make its way into fragrances in the forecast period. Consumers will increasingly look for clean fragrances, where perceptions can vary to include claims such as hypoallergenic, safe for sensitive skin, free from harmful ingredients, vegan, or cruelty-free.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in USA with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Fragrances
This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits. The distinction between mass market and premium is normally price and label/positioning (mass fragrances rarely carry a designer label) and distribution. Also includes hair fragrances with a primary function of making hair smell good and not to be confused with hair oil and other styling/conditioning products with hair fragrances, whose primary function is to either condition or style over fragrance.
See All of Our DefinitionsThis report originates from Passport, our Fragrances research and analysis database.
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