Heidi Norton
The age group that buys the most perfume is an important demographic for fragrance brands and manufacturers, and it appears that younger consumers are driving the market. In the US, Gen Z consumers (aged 13-26) are the biggest fragrance users, with 83% reporting usage in Circana's Fragrance Consumer Report 2023. This age group is also the most likely to purchase fragrances for themselves multiple times a year. Millennial women (aged 18-29) are also a key demographic, with 44% reporting daily perfume usage, and they represent the majority of perfume buyers. Older consumers are not to be overlooked, however, as older women (aged 55+) are one of the most prominent consumer groups by volume, and tweens and early teens display heavy fragrance consumption.
| Characteristics | Values |
|---|---|
| Age Group | Gen Z (13-26 years old) |
| Millennials (18-29 years old) | |
| Generation X (30-49 years old) | |
| Baby Boomers (55 and older) | |
| Tweens and Early Teens | |
| Gender | Women |
| Race | White |
| Income | $39,000 |
| Education | Bachelor's degree |
| Purchase Drivers | Mood |
| Social media influence | |
| Celebrity endorsements |
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What You'll Learn
- Gen Z consumers (aged 13-26) are the heaviest fragrance users
- Millennials (aged 18-29) are the largest demographic of perfume buyers
- Older women (aged 55+) are the most prominent consumer group by volume
- White Americans (55% of 18-29-year-olds) are the largest share of perfume buyers
- African Americans have outsized influence on spending for women's fragrances
Gen Z consumers (aged 13-26) are the heaviest fragrance users
Several factors contribute to Gen Z's high fragrance usage. Firstly, scent plays a significant role in their self-expression and mood enhancement. They are willing to experiment with different fragrances to suit their moods and personalities. Additionally, social media platforms like TikTok have become influential in their fragrance purchases, exposing them to a diverse range of scent options and the latest trends.
Gen Z's engagement with fragrances is also driven by their desire to treat themselves. Fragrances are seen as an affordable luxury, and Gen Z consumers are willing to invest in them regularly. This aligns with the broader trend of self-care and personal indulgence that this generation values.
Marketers have recognized the importance of this demographic and are tailoring their strategies accordingly. They are leveraging social media platforms like TikTok to promote their fragrances and connect with Gen Z consumers. Additionally, limited-edition and celebrity-branded fragrances are also gaining traction within this age group, as they offer exclusivity and the appeal of association with popular figures.
While Gen Z leads the way in fragrance usage, it's worth noting that other age groups also contribute significantly to the market. Millennials, particularly women, have been the traditional drivers of the perfume industry, and they still account for a substantial portion of sales. Older generations, such as those aged 55 and over, also represent a prominent consumer group, especially when it comes to premium and indulgent fragrances.
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Millennials (aged 18-29) are the largest demographic of perfume buyers
Millennial perfume buyers tend to be more educated than the average American, with around 43% holding at least a bachelor's degree. They often view family and career as complementary rather than mutually exclusive, and they are passionate about social and environmental issues. As a result, they may be willing to pay more for sustainable brands or those with a social purpose. Millennial perfume buyers also tend to have a higher median income of $39,000.
When it comes to purchasing perfume, millennials are influenced by factors such as advertising, brand, and bottle design. They prefer smaller-sized bottles that allow them to experiment with different scents and consider samples important, which is why they often buy perfumes in brick-and-mortar stores rather than online. Mood is also a central factor in their perfume purchases, with many millennials choosing scents that align with their current mood or personality.
While millennials currently make up the largest demographic of perfume buyers, it's worth noting that Gen Z consumers (aged 13-26) are becoming increasingly engaged in the fragrance market. They are the heaviest fragrance users and are more likely to purchase fragrances for themselves multiple times per year. The influence of social media platforms like TikTok is also driving fragrance purchases among Gen Z and growing Millennial interest.
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Older women (aged 55+) are the most prominent consumer group by volume
Women consume the most fragrance products by volume, and older women, aged 55 and over, are the most prominent consumer group. This demographic is the largest consumer of fragrances among women, while for men, the largest consumers are those aged 45-54.
In the US, perfume buyers tend to be millennial women. A study by Statista found that 44% of Americans aged 18-29 use perfume daily, compared to 41% of those aged 30-49, and 22% of those aged 60 and over. Millennial women who buy perfume are often purchasing it as a personal treat or to enhance their mood. They also tend to be more educated than the average American, with 43% holding at least a bachelor's degree. They are also more likely to buy perfumes in brick-and-mortar stores, rather than online, as they value the opportunity to sample different scents.
Millennial women are also the demographic with the highest median income among perfume buyers, at $39,000. This relatively high income means that they are often willing to pay more for sustainable brands or brands with a social purpose. They are also more likely to be influenced by social media when it comes to fragrance purchases.
While older women may be the most prominent consumer group by volume, Gen Z consumers are increasingly driving the market. Gen Z's fragrance usage has increased significantly, with 83% of Gen Zers using fragrance, and those aged 13-26 ranking the highest in terms of heavy usage. Gen Z is also the generation most likely to purchase fragrances for themselves multiple times per year.
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White Americans (55% of 18-29-year-olds) are the largest share of perfume buyers
While perfume usage and purchasing are driven by Gen Z and millennials, white Americans, particularly those aged 18 to 29, make up the largest share of perfume buyers. This is because 55% of Americans in this age group are white, and they are more likely to be buying perfume than their non-white counterparts.
Gen Z and millennials are the most engaged in the fragrance category, with Gen Z's usage increasing significantly in 2023. Consumers aged 13 to 26, which encompasses the 18-to-29 age group, rank highest in fragrance usage, with 83% reporting usage at least three times a week. This age group is also most likely to purchase fragrances for themselves multiple times per year.
Millennial women, who tend to have a median income of $39,000, have been the cohort accounting for the majority of perfume buyers. They buy perfumes as a personal treat or to enhance their mood and tend to prefer smaller bottles that allow them to experiment with different scents. They are also more likely to buy perfumes in brick-and-mortar stores rather than online, as they consider samples important.
However, it's worth noting that African Americans have been found to have an "outsized influence" on spending in the women's fragrance market. Despite making up just 14% of the US population, they account for 22.37% of the total spend on these fragrances.
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African Americans have outsized influence on spending for women's fragrances
While perfume buyers in the US are predominantly white millennial women, African Americans have a disproportionate influence on spending for women's fragrances. This is despite the fact that they constitute a relatively small proportion of the US population.
Millennial women who buy perfume tend to see it as a personal treat or a way to enhance their mood. They prefer smaller bottles that allow them to experiment with different scents, and they consider samples important, which is why they often opt for brick-and-mortar stores over online shopping. With a median income of $39,000, perfume buyers in the US tend to be more educated than the average American, with around 43% holding at least a bachelor's degree.
African Americans, who make up only 14% of the US population, have been found to have a significant impact on spending in various consumer goods categories, including women's fragrances. They contribute 22.37% of the total spend on these fragrances, amounting to $151 million in a $679 million industry. This influence extends beyond just consumers of colour, creating a "halo effect" that influences mainstream purchasing decisions as well.
This significant buying power of African Americans in the fragrance market underscores the importance of culturally relevant and socially conscious marketing. African Americans are more likely than their non-Hispanic white peers to interact with brands on social media and use these platforms to support companies that align with their values. Brands that effectively navigate these nuances stand to gain considerable market share and brand preference within this influential consumer group.
Gen Z consumers, who are also driving fragrance usage, especially in the heavy usage category, are increasingly influenced by social media platforms like TikTok when making fragrance purchases. Therefore, fragrance brands must capture the attention of both Gen Z and millennial consumers through strategic social media presence and culturally resonant messaging to maintain their market position.
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Frequently asked questions
In the US, the largest group of perfume buyers tends to be millennial women. A study by Statista found that 44% of Americans aged 18-29 use perfume daily, compared to 41% of 30-49-year-olds and 22% of people aged 60 and over.
In Sri Lanka, the age group of 18-22-year-olds was the maximum representation of one survey study.
In the US, the largest group of male fragrance consumers are aged 45-54.
Women aged 55 and over are one of the most prominent consumer groups.
