Consumer demand for natural fragrance still low

The market for natural and organic fragrances continues to be small and consumer demand for these products still low compared with other beauty items, according to speakers at a conference on organic scents organized by The Fragrance Foundation France and held in Paris this morning.

The market for organic fragrances was worth €500m in France last year and grew by 13%, according to figures cited by natural fragrance brand Acorelle R&D director Sophie Thirion. Figures by Xerfi and quoted by French association for organic cosmetics Cosmébio, show that natural fragrances have a market share of just 4.3%. Cosmébio director Nicolas Bertrand added that the market was being driven in large part by start-up brands.

Cosmébio said that fragrance came last on the list when it comes to consumer demand for organic products in beauty. Bertrand attributed this to fragrance being seen as a luxury item and the perception of scent as being natural.

While currently a small market, Acorelle’s Thirion said there is much opportunity for expansion, especially given growing awareness of allergens and harmful ingredients in consumer products.

However, stumbling blocks to the expansion of the category include a limited palette of ingredients that can be used to create natural fragrances. Perfume houses present at the conference also stated that natural fragrances will be unable to rival traditional scents that use synthetics in terms of quality, the richness of the ingredients and long-lastingness.