Chinese undergraduates pay more attention to fragrances: Report

The fragrances market in China is appearing to be given more attention by undergraduate students than others, finds a new research by UK-based firm Canadean – Health & Beauty.

According to the report ‘Consumer Trends in the Fragrances Market in China, 2011’, close to 46% of the market value is shared by the undergraduates of the country, while all the other seven different groups, categorised by education level, have shared the remaining market.

Canadean’s analysis of age groups too has supported this trend where older young adults held the major market share in 2011 with nearly 20%.

Chinese women were more influenced by changing lifestages in opting for fragrances; while men were driven by their changing age structures, revealed Canadean based on 40% and 37.5% consumers’ statement respectively.

With the consumption of unisex fragrances too was influenced by the changing age structures ahead of changing lifestages, the former topped the overall market trend analysis with 36% consumers citing its impact on their purchasing decisions.

In China’s fragrances market, 98% of which is restricted in urban part, affluent community was seen to be spending more than the other wealth groups, by notching up more than 38% of market share in 2011.

Time rich (those with more than seven hours of leisure per day) and time pressed (those with three to five hours of leisure per day) consumers of china have together accounted for up to 66% share, with former demonstrating slight edge.

Branded fragrance products have outpaced private label products in terms of market penetration during 2011, according to Canadean.

Despite gender analysis showing men to be having an edge over women in the market value share, female fragrances have emerged the clear market leader, both in terms of value and volume.

In value and volume terms, female fragrances accounted for 40% and 39%, followed by male fragrances at 34% and 38%, and unisex at 26% and 23% respectively in the Chinese fragrances market.

Click here for more details of the report.