As the Holiday season approaches, new fragrance launches, and gift sets hit the shelves. Circana finds that the fragrance category is positioned to perform well this season. Circana’s annual 2024 U.S. Holiday Purchase Intentions Report outlines the fragrance category as the industry’s fastest-growing category this year.  
 
Across prestige and mass outlets, the holiday season remains of particular importance to the fragrance category, with the fourth quarter representing over 40% of annual sales within each channel. 
 
Fragrances sold in the mass market have been growing at a relatively softer rate based on dollar sales due to a double-digit decline in units sold. However, the upward trajectory of the prestige fragrance market continues. 
 
The report found fragrance as ranking high on consumer shopping lists, with 18% planning to gift perfume or cologne. 
 
This figure is notably higher than other beauty categories and is an upward shift, with fragrances appearing on even more wish lists this year compared to previous years. 
 
While consumer interest and engagement with scent has expanded overall, younger generations such as Gen Z and Gen Alpha have been driven to fragrances. 
 
#PerfumeTok has played a large role in fueling this demand. Resonating with younger consumers, lower-priced products such as body sprays and mini sizes will be top sellers this season. 
 
Also, higher-priced luxury fragrances and stronger concentrations continue to gain popularity.
 

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