By Terry Johnson, IPF Vice Chairman
As we move forward from the pandemic, one reality is becoming increasingly clear: consumer purchasing and consumption behaviors have significantly changed. Those Natural Perfumers who recognize this new reality and then act on these changes can expect to enjoy excellent future opportunities.
For an example of how consumers have changed, consider a report just released (August 2026) by Nielsen IQ (acknowledged as the world’s leading consumer intelligence company) detailing important data on current consumer purchasing behaviors entitled: A Tale of Two Consumers.
Here is how this report puts it:
“There’s a new consumer reality unfolding. Across generations, consumers are moving fluidly between two purchasing mindsets: upgrading when a product earns its place through trust, relevance, performance, or convenience, and trading down when it doesn’t.”
This information exposes the downside of selling to consumers who are struggling to pay everyday bills, and the upside of targeting consumers in the top 20% of household income who would have little difficulty affording higher priced natural perfumes and essences.
Included in the report is more specifics on the reality of a Bifurcated Market, referring to current consumer demographics that split consumers into two groups: one group that is struggling financially and one group that isn’t.
The two groups from the Nielsen IQ include an affluent consumer group and a core consumer group that is six times larger than the affluent group. Yet despite the differences in size, affluent consumers spend far more per person, with annual per capita spending of $54,700 compared with $7,900 for core consumers.
It shouldn’t be shocking to anyone that when consumers are very satisfied with the performance of a product and believe the product has meaning and value to them, they will be much more likely to return for future purchases.
Here are some suggestions to help natural perfumers take full advantage of this new consumer reality:
1. Transfer what is important and beneficial to you about natural perfumery into messaging that communicates meaning and benefits to them.
2. Focus more attention on more affluent consumers that will not only benefit from the use of your products but can more easily afford them.
3. Make sure your marketing plans include this goal that every link in the Natural Perfumery supply chain should have:
To create educated and informed consumers who demand more but are willing to pay more if their demands are met and, if satisfied with the performance, will return for more purchases, develop brand loyalty, be open for brand extensions (additional products from the same perfumer), and even develop brand advocacy.
Finally, it couldn’t be said any clearer than this statement from the Nielsen IQ report: “Against this backdrop, one implication for brands and retailers is clear: The status quo is no longer a safe place to stand.”
(contact me at tj@perfumefoundation for the full report)
For an example of how consumers have changed, consider a report just released (August 2026) by Nielsen IQ (acknowledged as the world’s leading consumer intelligence company) detailing important data on current consumer purchasing behaviors entitled: A Tale of Two Consumers.
Here is how this report puts it:
“There’s a new consumer reality unfolding. Across generations, consumers are moving fluidly between two purchasing mindsets: upgrading when a product earns its place through trust, relevance, performance, or convenience, and trading down when it doesn’t.”
This information exposes the downside of selling to consumers who are struggling to pay everyday bills, and the upside of targeting consumers in the top 20% of household income who would have little difficulty affording higher priced natural perfumes and essences.
Included in the report is more specifics on the reality of a Bifurcated Market, referring to current consumer demographics that split consumers into two groups: one group that is struggling financially and one group that isn’t.
The two groups from the Nielsen IQ include an affluent consumer group and a core consumer group that is six times larger than the affluent group. Yet despite the differences in size, affluent consumers spend far more per person, with annual per capita spending of $54,700 compared with $7,900 for core consumers.
It shouldn’t be shocking to anyone that when consumers are very satisfied with the performance of a product and believe the product has meaning and value to them, they will be much more likely to return for future purchases.
Here are some suggestions to help natural perfumers take full advantage of this new consumer reality:
1. Transfer what is important and beneficial to you about natural perfumery into messaging that communicates meaning and benefits to them.
2. Focus more attention on more affluent consumers that will not only benefit from the use of your products but can more easily afford them.
3. Make sure your marketing plans include this goal that every link in the Natural Perfumery supply chain should have:
To create educated and informed consumers who demand more but are willing to pay more if their demands are met and, if satisfied with the performance, will return for more purchases, develop brand loyalty, be open for brand extensions (additional products from the same perfumer), and even develop brand advocacy.
Finally, it couldn’t be said any clearer than this statement from the Nielsen IQ report: “Against this backdrop, one implication for brands and retailers is clear: The status quo is no longer a safe place to stand.”
(contact me at tj@perfumefoundation for the full report)
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