In terms of forecast period growth in the US, fragrances, and in particular premium fragrances, is expected to continue posting a strong performance, albeit slowing, due to a variety of factors. On the one hand, positive developments have been seen in consumers’ behaviour in the country, which should positively impact consumption, such as increasing fragrance usage rates amongst consumers in 2024 (Euromonitor International’s Voice of the Consumer: Beauty Survey, fielded June to July 2024).
Over the forecast period, the wellness or mood-boosting positioning of fragrances is expected to support growth, and even amidst economic uncertainty consumers may continue prioritising the category as an avenue of self-care. In turn, players will continue exploring and innovating, in line with both the emotional and functional nature of fragrances.
With the impressive rise of retail e-commerce in the US in recent years, digital avenues for both shopping and consumer engagement will only gain relevance over the forecast period. The proliferation of TikTok is making it easier than ever to discover new fragrances and brands, with consumers having fragrance influencers to help guide their discovery process.
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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.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Fragrances industry in USA, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Fragrances
This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits and body mists. 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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