Fragrance News
Issue 1. Autumn 2009
Analysing the Fragrance Market - EPOS based reporting from GfK
Total sales of fine fragrances in the UK over the ten months since October 2008 were £1.029bn. 65% of these sales were for the female market, a ratio which peaked at 69% in March (Mother’s Day).
July witnessed the highest level of monthly sales so far seen in 2009 (£72.6m). However, this was a five week month but average weekly sales were higher in July than the first five months of the year and were only matched by June. This suggests that the seasonal opportunities of Valentine’s Day, and Mother’s Day are not the optimum opportunities for the whole market (though they doubtless are for various brands and new launches). Father’s Day, in combination with the summer season, has a different dynamic not least in gender splits when male fragrances accounted for 42% of all sales.
This read of the market comes from GfK, the fourth largest market research company on a global basis and the number one for consumer durables sales tracking.
GfK works through close partnership with retailers to acquire their epos sales out data, by individual store on a weekly basis. The UK fragrance panel currently receives data from twenty retailers, while a tried and tested retail audit methodology allows GfK to accurately report on any additional retailers included in the report. This means that GfK is able to report on total market sales – prestige and mass, authorised and grey – with the ability to report on actual volume and values that pass through the till at an individual item level. To find out more please contact GfK about organising a “learning lunch”.
Take a “learning lunch”...
Tell GfK about your business issue and let them analyse it for you and share the results during your lunch (or anytime). GfK’s “learning lunch” consultation is free of charge.
For more information or to arrange a meeting, please contact:
Paul Mitchell, Account Director.
Email: paul.mitchell@gfk.com
Tel: +44 (0)870 603 8253
Web: www.gfkrt.com/uk
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Details correct at time of publication
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