Consumers in Asia-Pacific are prioritising looking good to smelling good during the current economic climate according to a study from independent business analyst Datamonitor.

The study reveals that consumers are still prepared to indulge themselves by purchasing prestige fragrances.

Consumers are still prepared to set aside money for this part of their personal care regime.
 
When asked how important smelling good was, 37% of Asia-Pacific sample said it was important or very important, whilst 60% stated that looking their best was important or very important.

Mark Whalley, author of the study said: “We are living in a very visual culture and consumers attach fragrance to a personal branding manifestation, which is reflected in the value and importance of the fragrance industry, globally.

Whalley points out consumer’s insight which relates to the uptake of fragrances in the region.

Consumers have indicated that having an unpleasant aroma is one of the least attractive things in another person.

Achieving value-for-money is important too.

The best fragrances are not usually cheap, but consumers understand that it represents better value to pay slightly more for a quality fragrance than it is to buy a cheaper product which falls down in terms of desirability and efficacy.
 
In Asia-Pacific, the amount of money spent on fragrances as a percentage of total personal care spends is only half as much as the global average of 8%.

Despite this, the Asia Pacific market was still valued at just over US$4 billion ($5.6 billion) in 2008, and the fact that it is continuing to grow is good news for industry players.

In hot countries such as Korea and Japan, consumers have different requirements from their fragrances.

Aromas which are fresh dominate, with sweet smells deemed unsuitable for the climate that these consumers live in.

This does limit the potential for certain fragrance brands.

The Indian market has been severely inhibited by a lack of availability as well as the prohibitive pricing of prestige fragrances.

It is only really consumers in major cities that have access to such fragrances, while the majority of Indians cannot afford to spend so much money on these kinds of items.

Mark Whalley continued: “One of the reasons the fragrance market stood firm during the global recession is its ability to deliver what the consumer wants. 

“For example, the market has taken followed beauty industry’s lead by developing both ethical and organic fragrances, therefore creating scope for the industry to grow.”