The NPD Group says that its research shows the sales of U.S. prestige men’s fragrances increased 6 percent, to $953 million, from May 2012 – April 2013, compared to the same time period last year.

What do they like? Men shop for a long lasting fragrance that can be worn every day and for all occasions, according to NPD. Clean, masculine, and fresh round out the attributes cited among the most important to men when selecting a fragrance.

What drives men’s purchases? The most important factor was that a woman or partner liked it, according to NPD.

“The drivers behind men’s fragrance decisions are not complicated, but they are specific, and reaching the male fragrance consumer is as much about reaching the people around him as connecting with the man himself,” Karen Grant, vice president and senior global industry analyst, The NPD Group.

NPD Group spoke to men ages 18-64 for the study, 2013 Men’s FragranceTrack.
Of the men in the group who said they use fragrance, here’s how:

63 percent said they wear fragrance at least occasionally
23 percent said they use fragrance all of the time
40 percent of the men who said they wear a scent have just one bottle

Grant continues, “Men are creatures of habit when it comes to their scent selection, remaining loyal to what they know and like. While they are driven primarily by practical factors, and are less focused on choosing scents because of an emotional appeal such as being memorable, romantic, or different, men’s fragrance decisions are heavily influenced by the key people in their lives.”

The NPD Group’s study also revealed that there is a lot of room for market growth- nearly 40 percent of men ages 18-64 reported never using fragrance.

What are men buying? Out of those men that made a fragrance purchase in the past year, 25 percent purchased a pre-packaged gift set as a result of the perceived value, and the ancillaries included in the set.

Larger fragrance sizes present a value proposition as well. Unit sales of men’s fragrance, in sizes 6.7 ounces and up, increased 12 percent from May 2012 – April 2013 compared to the previous year. These larger sizes represented more than six percent of dollar sales during the same timeframe.

Grant adds, “With a quarter of adult men who wear fragrance saying that they never purchase it for themselves, fragrance becomes the perfect, low stress gift for the man in your life. His scent selections don’t vary much, his requirements are generally basic, and if you like it, it is almost certain he will like it.“