In the 12 months ending April 2014, sales of U.S. prestige men’s fragrance products were $916 million, according to The NPD Group. Despite overall flat performance, the men’s prestige market saw a boost in sales in its largest market in the U.S., the South.
- The southern region of the U.S. represents 39% of overall prestige fragrance sales, and $371 million in men’s alone.
- Between May 2013 and April 2014, the South was not only the largest region in terms of prestige men’s fragrance sales (40%), but it was also the top performing region, with nearly 2% growth compared to the previous 12-month period.
- Juices were the primary driver of prestige men’s fragrance growth in the south during this time period, up 2%, followed by gift sets.
“Winning with consumers takes both national clout and a local flavor. While the Northeast and Pacific regions often get a lot of attention, the example in men’s fragrance shows that the South is important for today’s prestige fragrance marketers,” said Karen Grant, vice president and global industry analyst, The NPD Group, Inc. “Harnessing the buying power of each region—the South, North, East and West, especially during key holiday seasons—can make the difference to drive positive momentum in sales for the industry overall.”