Consumers shift ‘scents’ to mass

NEW YORK — A shift in consumer shopping is helping to fuel sales of women’s fragrances at mass.

“Consumers are shifting their fragrance purchasing from high-end channels, such as department stores, to more mass-market channels, such as drug stores and supermarkets/hypermarkets,” stated research firm Euromonitor International. “While department stores have suffered a drop in foot traffic during the recession, store formats such as supermarkets/hypermarkets and mass merchandisers selling necessities have seen steady traffic levels.”

Euromonitor also noted 
that in fall 2009, Wal­mart moved premium fragrances from locked glass displays to acrylic “keeper” boxes to be unlocked by cashiers during checkout.

The purchasing trend is evident, as sales of women’s traditional fragrances rose nearly 3% to about $53 million during the 12 weeks ended Nov. 7, 2010, at food, drug and 
mass (excluding Walmart), 
according to data from 
SymphonyIRI Group.


The article above is part of the DSN Category Review Series.
For the complete Fragrance Sell-Through Report, including extensive charts, data and more analysis,
click here.

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