A recent report from YouGov explores new data on consumer habits when it comes to American perfume users, showcasing the top key findings for fragrance:
Key findings:
- 45% of American perfume users repurchase one or two favorite scents, while 36% like to try new ones
- 88% say scent is their top purchase factor, followed by price or value (62%); only 26% consider brand important
- 57% spent under $50 on their last perfume, with just 4% spending $150 or more
According to a recent YouGov survey, nearly three in four Americans (74%) say they use perfume or fragrance, 37% regularly and another 34% occasionally. About one in four (26%) say they don’t use perfume at all.
Below is a breakdown of the key findings, detailing a shift within fragrance trends, with major implications for beauty retailers, direct-to-consumer fragrance companies and luxury houses heading into the holiday gifting season.
Among American perfume users, department stores remain the most common place to buy fragrances, with half (46%) saying their last purchase was made in-store at a department store. Far fewer, just one in ten (11%), bought from a specialist perfumery, while over two in ten (23%) made their purchase online from a retailer. One in ten bought from a brand website (10%), and fewer than 1% say they last bought perfume at a duty-free shop.Fototocam
Most Perfume Users Stick to their favorites
Among Americans who wear perfume regularly or occasionally, 45% say they tend to stick to one or two favorite scents that they repurchase. Over a third (36%) like to experiment and change what they wear regularly, while 17% say they don’t often buy perfume for themselves but may receive or give it as a gift.
Men and women show similar levels of scent loyalty, but women are slightly more likely to experiment (23% vs. 18%), whereas men are more likely to fall into the gifting category (31% vs. 26%).
Scent and Price Matter Most
When it comes to buying perfume, here are the top three key factors consumers consider:
- The scent itself, chosen by 88% of users overall
- Price and value for money (62%) come next
- At a very distant third place, brand comes in with 26% of Americans considering it as a factor
Other factors include fragrance recommendations from friends and family (16%), seasonal suitability (16%) and packaging or design (14%). A perfume being limited edition, exclusive, or celebrity and influencer associated also feature.
Both women and men prioritize scent (88% vs. 86%), while men are more brand-conscious (32% vs. 22%). Price or value for money are more of a factor for women than men (64% vs. 59%).
Most spend under $50
Among Americans who use perfume regularly or occasionally, most (57%) spent less than $50 on their last fragrance purchase. About three in ten (31%) say they spent under $25, and another 26% spent between $25 and $49. Around one in five (22%) spent between $50 and $99, while 14% say they spent $100–$149. Only 4% report spending $150 or more, showing that high-end purchases remain relatively uncommon.
When it comes to gender differences, women are more likely than men to spend under $25 (36% vs. 24%), while men are slightly more likely to spend $100 or more (22% vs. 16% combined across higher price brackets).
- Click here to read the full report.
