IMarc Group estimates the North American (including the US and Canada) perfume market to be worth $6.2 billion as of 2021, reaching $7.5 billion by 2027. In contrast, the UK market is yet to crack the $2 billion mark as of 2022, per market intelligence firm Mintel. To expand in the US, the brand is betting on more out-of-home campaigns, such as the winter 2022 Let It Snow campaign, which has seen a Morris Minor car touring across northern American cities.
— Read more in Inside Jo Malone London’s North America push at Vogue Business.
Given that the population of North America is roughly 5 times that of the UK, it still seems to be a much smaller market for fragrance if companies can only turn over $6 billion compared to the almost $2 Billion for the UK when they have access to 5 times the population. $7.5 Billion seems a bit underpowered – just to match UK sales per head they would need to be aiming for around $10 billion.
Yes, and presumably it costs more to promote in the US given the geographic spread. I think this is why historically companies have been more interested in other markets.