Vegan fragrance: Mintel points to opportunity in France
The market research firm notes that vegan and vegetarian lifestyles are increasingly dominant among younger consumers, with almost one in five 16-24 year olds now describing themselves as vegetarian.
It is no longer a trend limited to diet: elsewhere, the trend has already begun to blossom within personal care. Mintel notes that the US, almost one in five consumers consider vegan or vegetarian claims important while buying personal care products.
Driven by culture
In a blog on the research, Mintel suggests that this is a significant target market for fragrance brands able to offer products that claim to be healthier, cruelty-free and eco-friendly.
“The younger generation in France is far more receptive to vegetarian food than their older counterparts. As such, interest in vegetarian-friendly products and formulation is unlikely to remain limited to food in France,” the firm’s analyst, Michelle Strutton, suggests.
It is a trend being popularised by culture, according to Mintel, with celebrities from the world of arts, entertainment and music who adopt these lifestyles being seen as instrumental in spreading a wide interest in vegan lifestyles.
This, according to Strutton, is “raising the trend’s profile by adding an element of aspiration.”
Opportunities in France
At the moment, according to Strutton, French Millennials’ interest in vegetarian products represents an ‘untapped potential’.
This potential, the analyst states, “has not been met with the same level of development of related claims in new BPC products as in other developed markets. French brands could consider taking on vegan positioning to meet the changing demands of younger consumers.
“Likewise, there is room to push animal-related ethical claims to the fore in the product mix where this is possible, with France’s cruelty-free products also lagging behind other key markets.”
