JCDecaux Research: International Travelers Focus on Fragrance Purchases

New findings from JCDecaux's 'Global Shopper Connections 2' study shed light on international travelers' purchasing behaviors concerning fragrances. The research indicates that one in three global shoppers buys fragrances at least once a month. While women may spend slightly more, the category is equally popular across genders and most age brackets.

The study identifies travelers from the Middle East and Asia as particularly keen buyers of luxury perfumes. For instance, 50% of global shoppers from Saudi Arabia purchase fragrances monthly, and those from the UAE spend twice the average amount per trip. Other top-spending nationalities include shoppers from China, Hong Kong, and Japan.

Fragrance purchases are heavily concentrated in airport stores, accounting for nearly 70% of total spending in this category. Duty-free pricing and the convenience of a wide brand selection are strong draws. Russian, Saudi, Emirati, Brazilian, and British travelers are noted as particularly active in browsing and buying fragrances, often splitting their spending between airports and city locations.

Fragrances are bought for both personal use and as gifts. While the majority of global shoppers purchase fragrances for themselves, a significant portion also buys them as presents. Brazilian shoppers lead in buying for personal treat, while UAE shoppers are the most frequent gift-givers. The study also emphasizes the influence of advertising, particularly Out-of-Home (OOH) media, on travelers' final brand choices during their journey.