Growth in Fragrance Sales Bodes Well for the Market During Holiday 2018, Reports NPD
Prestige fragrance sales in the U.S. grew by 8 percent in dollar sales year-to-date through October
PORT WASHINGTON, N.Y., Dec. 11, 2018 /PRNewswire-PRWeb/ -- Prestige fragrance sales in the U.S. have experienced strong growth leading up to the all-important holiday season, with dollar sales up 8 percent year-to-date through October,* according to The NPD Group.
"After several years of soft holiday performance, fragrance made a comeback in December 2017 proving to be a giftable category for the holidays," said Larissa Jensen, executive director and beauty industry analyst, The NPD Group. "We continued to see this turnaround during other key periods in 2018, including Valentine's Day, Mother's Day and Father's Day, and I anticipate its streak to continue this Christmas."
Total U.S. Prestige Fragrance Sales during Key Sales Weeks
Dollar Sales Growth over Same Weeks the Prior Year
All Four Weeks of December 2017 $958.9 Million +5%
Week of Mother's Day - 2018 $122.8 Million +9%
Week of Father's Day 2018 $94.3 Million +11%
Week of Valentine's Day 2018 $92.8 Million +12%
Source: The NPD Group/ U.S. Prestige Beauty Department Store/Specialty Weekly
According to NPD's Scentiments, half of consumers purchasing fragrances for others buy for their partner or spouse, and the majority of these purchases are gifts for the Christmas/holiday season. In the most recent four weeks, the top selling women's fragrance was Coco Mademoiselle and men's was Acqua di Gio Pour Homme.**
So far this year, fragrance brought in $2.7 billion in sales and grew at a faster rate compared to 2017. Specifically, juice sales grew by 10 percent – an increase of 7 percentage points over the prior year. Overall, the fragrance market's growth rate is trending behind skincare—beauty's fastest-growing category, but ahead of makeup – beauty's largest category.*
"New brands will be an important driver for fragrance during this holiday season. With close to a third of full year fragrance sales happening in December, most fragrance manufacturers wait until the second half or the last quarter to introduce a new scent," said Jensen. "The success of new launches during holiday can make or break the category, but given the strong performance seen so far in 2018, I anticipate fragrance will end the year strong."
*Source: The NPD Group / U.S. Prestige Beauty Total Measured Market, January-October 2018
** Source: The NPD Group / U.S. Prestige Beauty Department Store/Specialty Weekly, 4 weeks ending December 1, 2018
About The NPD Group, Inc.
NPD offers data, industry expertise, and prescriptive analytics to help our clients grow their businesses in a changing world. Over 2000 companies worldwide rely on us to help them measure, predict, and improve performance across all channels, including brick-and-mortar and e-commerce. We have offices in 27 cities worldwide, with operations spanning the Americas, Europe, and APAC. Practice areas include apparel, appliances, automotive, beauty, books, B2B technology, consumer technology, e-commerce, fashion accessories, food consumption, foodservice, footwear, home, juvenile products, media entertainment, mobile, office supplies, retail, sports, toys, travel retail, games, and watches / jewelry. For more information, visit npd.com. Follow us on Twitter: @npdgroup @npdstyle.
SOURCE NPD
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