Updated: Sep 14
Fragrance brands in Senegal should take note of the 5 factors that consumers consider when purchasing them.
Senegalese love to smell good. According to a poll conducted by Kasi Insight in May 2022, deodorants are used the most by consumers in Senegal. 81% of the respondents use deodorant/ antiperspirant roll-on, this is followed by Body spritzer or Body mists at 67% then Iconic Perfumes at 45%. Additionally, consumers surveyed use these products regularly. 85% use these products daily, 12% use them several times in a week.
Floral and Fruity Fragrances are highly preferred
Floral and Fruity Fragrances are preferred most compared to other fragrances, 60% of consumers in Senegal surveyed prefer Floral &Fruity, 48% Fresh & Zesty, 43% Woody & Musky and 40% Spicy & Oriental.
Across age-groups, Millennials drive the demand for both Floral& Fruity fragrances and Fresh and Zesty fragrances. 66% of Millennials, 60% of Baby Boomers, 56% of Gen Xers and 46% of Gen Zers prefer Floral and Fruity fragrances. On the other hand, 58% Millennials, 57% Gen Zers, 36% Baby Boomers and 33% Gen Xers prefer Fresh and Zesty fragrances.
Across gender, females prefer Floral and Fruity floral and fruity what? Complete this while males prefer Woody and Musky fragrances. 71% of females prefer Floral & Fruity while 50% males prefer Woody and Musky fragrances.
Supermarkets may be the way to go for brands in the fragrance industry
Consumers surveyed purchase fragrances primarily from supermarkets (78%) followed by Health and Beauty stores at 49% and independent boutiques at 43%.
Millennials prefer purchasing their fragrances in both Supermarkets and Health & Beauty Stores. 66% of Millennials purchase their fragrances in both stores. On the other hand, all other age groups prefer buying them in Supermarkets – Baby Boomers at 62%, Gen Xers at 78% and Gen Zers at 65%.
When it comes to what factors they consider when getting these fragrances, the top five factors are quality, natural ingredients, price, fragrance and dermatologist recommended brands. Across segments, there are no significant differences.
For brands to capture market share, they should focus on key consumer segments’ preferences
According to Statista, revenue in the Personal Care segment is projected to reach US$24.25m in 2022 with an annual growth rate of 7.64%, resulting in a projected market volume of US$30.24m by 2025. In the Personal Care segment, the number of users is expected to amount to 1.9m users by 2025. Interestingly, user penetration in 2022 will be 7.6% and is expected to hit 9.8% by 2025.
Majority of respondents use fragrances on a daily basis. They should ensure that fragrances are readily available in supermarkets where most respondents purchase them from.
Natural ingredients are rising as key factors consumers look for when purchasing fragrances. Brands should consider incorporating it and making quality products that will upsell their products.
Fresh and zesty fragrances could capture Millennial market share from Floral and fruity fragrances if they implement the right strategy. Millennials are driving sales of both fragrances.
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