{"title":"Women's fragrance statistics: 3 market-share estimates","source":"https://www.scento.com/blog/womens-fragrance-statistics-2026","creator":"Scento","license":"https://creativecommons.org/licenses/by/4.0/","citation":"Scento (2026). Women's fragrance statistics: 3 market-share estimates. https://www.scento.com/blog/womens-fragrance-statistics-2026","dateModified":"2026-11-11T07:00:00.000Z","tables":[{"index":1,"name":"Women's share of the fragrance market: three estimates","columns":["Publisher","Scope","Year","Women's share","Total market"],"rows":[{"Publisher":"Grand View Research 1","Scope":"Fragrance, deodorants included","Year":"2025","Women's share":"70.7%","Total market":"US$58.9bn"},{"Publisher":"Mordor Intelligence 2","Scope":"Perfumes and deodorants","Year":"2025","Women's share":"67.44%","Total market":"US$89.08bn"},{"Publisher":"Fortune Business Insights 3","Scope":"Perfume","Year":"2026 (forecast)","Women's share":"53.52%","Total market":"US$53.04bn (2025)"}]},{"index":2,"name":"US mass-market fragrance sales by gender, 52 weeks to 22 February 2026","columns":["Category","Dollar sales","Change","Price per unit","Price change"],"rows":[{"Category":"Fragrances, women's","Dollar sales":"$3,483.7M","Change":"+19.2%","Price per unit":"$19.52","Price change":"-0.6%"},{"Category":"Of which: women's perfumes and colognes, body powder","Dollar sales":"$2,868.9M","Change":"+16.5%","Price per unit":"$20.70","Price change":"-2.2%"},{"Category":"Of which: women's gift packs","Dollar sales":"$614.8M","Change":"+33.9%","Price per unit":"$15.43","Price change":"+9.1%"},{"Category":"Men's fragrance (with shaving lotion)","Dollar sales":"$1,391.0M","Change":"+8.2%","Price per unit":"$17.71","Price change":"+6.5%"}]},{"index":3,"name":"Scento decants by catalogue gender label, October 2025 to September 2026","columns":["Catalogue label","Share of paid decant units"],"rows":[{"Catalogue label":"Unisex","Share of paid decant units":"50%"},{"Catalogue label":"Masculine","Share of paid decant units":"30%"},{"Catalogue label":"Feminine","Share of paid decant units":"20%"}]},{"index":4,"name":"Women vs men: how they buy perfume","columns":["Measure","Women","Men","Country and year","Source"],"rows":[{"Measure":"Use fragrance at least once a day","Women":"59%","Men":"35%","Country and year":"GB, 2021–22","Source":"Kantar TGI via Relish 7"},{"Measure":"Median fragrances owned","Women":"3","Men":"2","Country and year":"UK, 2023","Source":"YouGov via Relish 7"},{"Measure":"Own 10 or more fragrances","Women":"6%","Men":"2%","Country and year":"UK, 2023","Source":"YouGov via Relish 7"},{"Measure":"Like to experiment","Women":"22%","Men":"17%","Country and year":"UK, 2025","Source":"YouGov 18"},{"Measure":"Like to experiment","Women":"23%","Men":"18%","Country and year":"US, 2025","Source":"YouGov 19"},{"Measure":"Prioritise scent","Women":"91%","Men":"81%","Country and year":"UK, 2025","Source":"YouGov 18"},{"Measure":"Brand matters","Women":"16%","Men":"28%","Country and year":"UK, 2025","Source":"YouGov 18"},{"Measure":"Price and value matter","Women":"64%","Men":"59%","Country and year":"US, 2025","Source":"YouGov 19"},{"Measure":"Spent under £25 on last bottle","Women":"29%","Men":"23%","Country and year":"UK, 2025","Source":"YouGov 18"}]}]}