Women aged 14 to 24 are the biggest spenders on perfume in Australia.

Perfume has gone from being a luxury item, to something which is affordable and widely available everywhere from pharmacies to discount stores, supermarkets and online retailers.

In Australia, 11 per cent of women aged 14 and up buy women’s perfume in an average four weeks, but among those aged under 25, this figure is much higher, the latest findings from Roy Morgan Research show.

Last year, 18 per cent of women aged 14 to 24 bought perfume in an average four week period, well ahead of women aged between 50 and 64 (10 per cent).

The proportion of women from the 25 to 34, 35 to 49 and 65 plus age groups who purchased women’s perfume in any given four weeks was fairly consistent, hovering around the 9 per cent mark.

Angela Smith, Group Account Director, Roy Morgan Research, says today’s perfume buyer is spoiled for choice.

“The days of a woman sticking to one signature scent are gone, these days, it’s not uncommon for a woman to use several different perfumes on a regular basis.

“While some brands remain very expensive and exclusive and can only be purchased in department stores and perfumeries, there are many affordable perfumes on the market.

“This fairly recent ‘democratisation’ of fragrance means that even teenage girls can now treat themselves to the latest celebrity scent. Considering how often 21st century celebrities release their own fragrance lines, only to lose their lustre as another shining starlet takes their place in the popular imagination, this represents a potentially lucrative market for the savvy retailer.

“Roy Morgan Research’s in depth perfume buyer profiles can help retailers better understand their target consumers in order to succeed in this crowded and rapidly changing market.”

Perfume purchasing among Australian women by age:

Source: Roy Morgan Single Source (Australia), October 2013 to September 2014.