The Fragrance Fad: Millions Embrace Scents Globally

Fragrances are a popular product, with 54% of people in the UK frequently wearing them. In the US, 41% of people wear fragrances every day, with 41% of women and 39% of men using perfume regularly. Globally, 81% of women and 56% of men wear perfume daily.

In the UK, 54% of people frequently wear fragrances

Women are more likely to wear perfume than men, with 81% of women and 56% of men wearing perfume daily. However, 41% of people who wear fragrances every day are male, indicating a loyal subset of men buying into the male fragrance niche.

In the Gulf Cooperation Council (GCC), which includes Arab states such as Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates, the average consumer applies perfume 2-4 times per day.

One of the main things perfume wearers look for in a fragrance is mood-boosting qualities, with 71% of people seeking this in a scent. Additionally, 29% of people have bought one or two perfumes in the last 12 months, and nearly 30% of fragrance consumers have spent over $150 on a single scent within the last year.

In the US, 41% of people wear fragrances regularly

Women are more likely to wear fragrances than men, with 81% of women and 56% of men wearing fragrances daily. However, 41% of men wear fragrances every day, indicating a loyal subset of male fragrance consumers.

One study found that 29% of people have bought one or two perfumes in the last 12 months, and nearly 30% of fragrance consumers have spent over $150 on a single scent in the last year. Mood-boosting qualities are one of the main things that perfume wearers look for in a fragrance, with 71% of people seeking this benefit.

81% of women wear fragrances daily, compared to 56% of men

A 2023 study found that the majority of people wear perfume daily, with 81% of women and 56% of men reporting that they do so. This is supported by a 2024 consumer survey, which found that 41% of women in the United States use perfume on a regular basis, compared to 39% of men.

In the UK, 54% of people frequently wear fragrance, making it more regularly worn than cosmetics such as lipstick and mascara. Across the Gulf Cooperation Council (GCC), which includes Arab states Bahrain, Kuwait, Oman, Qatar, Saudi Arabia, and the United Arab Emirates, the average consumer applies perfume 2-4 times per day.

While men are less likely to wear fragrances daily, 41% of people who wear fragrances every day are male. This suggests that there is a loyal subset of men who buy into the male fragrance niche.

29% of people have bought 1 or 2 perfumes in the last 12 months

It is estimated that 29% of people have bought one or two perfumes in the last 12 months. This is a significant proportion of the population, and it is interesting to note that the majority of people who wear fragrances do so daily. In fact, 81% of women and 56% of men wear perfume every day, with men being more likely to wear fragrances on special occasions.

In the UK, 54% of people frequently wear fragrances, and this is more common than wearing cosmetics such as lipstick and mascara. Across the Gulf Cooperation Council (GCC), which includes Arab states such as Bahrain, Kuwait, and the United Arab Emirates, the average consumer applies perfume 2-4 times per day.

In the United States, 41% of people say they regularly wear perfume, and this is also the percentage of men and women who use perfume on a regular basis. However, it is worth noting that this may not be representative of the entire population, as those who wear fragrances spend a significant amount of time on social media, with frequent wearers spending an average of 2-4 hours a day and occasional wearers spending 4+.

Overall, it is clear that a significant number of people wear fragrances, and this varies across different countries and demographics.

39% of men wear fragrances regularly

It is estimated that 39% of men wear fragrances regularly, compared to 41% of women. In the UK, 54% of people frequently wear fragrances, making it more popular than cosmetics such as lipstick and mascara. In the US, 41% of people say they regularly wear perfume, and the country accounts for $8,715 million in perfume revenue in 2023.

One study found that 56% of men wear perfume daily, compared to 81% of women. Another study found that 29% of people have bought one or two perfumes in the last 12 months, and nearly 30% of fragrance consumers reported spending over $150 on a single scent within the last year.

Men are most likely to wear fragrances on special occasions, but 41% of those who wear fragrances every day are male. Those who wear fragrances most often spend an average of 2-4 hours a day on social media, so fragrance companies should allocate their social media marketing budgets accordingly.

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