mens fragrance trends 2014

We keep hearing and reading about the rise in men’s interest and passion for fragrance…but is it limited to artistic perfumery as evidenced by the growth of men's grooming and fragrance blogs or is it something larger?

Now there is qualitative and quantitative research to back it up. The fellas buying fragrance are not only perfumistos (who represent a very small percent of fragrance purchases) but the average guy who wouldn’t know a top note from a base note and five years ago who would wait until their birthday or a holiday for a new cologne. According to the 2014 Men’s FragranceTrack Report issued by 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. 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. The need to replenish, along with 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”.

Excerpted from CEW Beauty Insider

One comment on “Trends in Men’s Fragrances 2014: What Men Are Buying (NPD Fragrance Track Report)”

November 18, 2014 at 12:14 am
Mike Bryant says:
Interesting data, but the figures seem to be open to different and opposing interpretations.

For example, the fact that the majority of guys are only buying fragrances because they are running out would not imply that there is a material increase in interest in men’s fragrances: instead, it sounds like a routine, periodic sort of action, like filling up the gas tank or buying more toothpaste. The way they appear to be planning ahead for the purchase would also imply that this is almost a chore, like a trip to the grocery store.

Similarly, buying the large-sized bottles for reasons of economy also implies a long-term commitment to one single scent – so not much openness to trying new colognes and fragrances there, I would say.

It many ways, though, this is all to be expected: EDT and cologne is expensive and, unlike clothing, doesn’t immediately advertise the brand when you wear it (unless you happen to socialise with a lot of perfume experts!). So for that reason it doesn’t lend itself to frequent and varied impulse purchasing.