Data Shows Black & Hispanic Consumers Are More Engaged With Fragrance Products

According to current findings from The NPD Group, over 85% of Hispanic and Black shoppers put on fragrance and different perfume merchandise, in comparison with 78% of the entire U.S. inhabitants.
“Compared to different ethnicities, Black and Hispanic shoppers are extra engaged not solely with perfume merchandise, however throughout all magnificence classes,” mentioned Larissa Jensen, magnificence business advisor at NPD. “Understanding the nuances of how Black and Hispanic customers work together with the sweetness business by class can assist to uncover the alternatives with these very tuned-in shoppers.”
Black and Hispanic shoppers are usually extra engaged with perfume merchandise, as they put on them extra typically than different ethnicities and self-gift extra steadily, in response to the newest findings from the 2022 “Fragrance Consumer Report” from NPD. Over 60% of Black and Hispanic shoppers report they don’t go away the home with out sporting perfume and it’s a part of their each day routines, which is considerably larger than white and Asian customers.
Among these two teams, demand can also be rising for stronger scents. Black and Hispanic shoppers are sporting stronger scents extra steadily, a conduct that’s consistent with a broader shift occurring within the U.S. status perfume market.
Eau de parfums (EDPs) and parfums, which have the next proportion of perfume oils, proceed to achieve market share in 2022, on the expense of cologne, eau de toilette (EDT), and different merchandise with decrease concentrations of perfume oils.

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