Leading up to Father’s Day in the U.S., Circana is reporting on some positive trends happening in the men’s prestige fragrance market year-to-date. 

Men’s fragrance sales in the U.S. were up 11% based on sales revenue and 10% based on units sold this year, versus 2023.
 
This year, men’s fragrance products increased at nearly two times the rate compared to women’s fragrance products.   
 
Jacquelyn Wenskus, fragrance category analyst at Circana, said, “If the continued strength of the fragrance market is any indicator of what’s to come for Father’s Day, the industry can once again expect promising results. Men’s fragrance sales for Father’s Day are expected to exceed $215 million in 2024.”
 
During the three weeks leading up to and including Father’s Day weekend, sales of men’s prestige fragrance sales typically double in size.

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