Fragrances in Algeria

PRE-COVID-19 PERFORMANCE

Demand for fragrances slows in 2019 as consumer purchasing power falls

All fragrances categories saw volume growth rates slow in 2019. This was partly due to increasing maturity, but mainly the result of declining purchasing power amidst a worsening macroeconomic climate in Algeria.

Mass men's fragrances is the most dynamic category in 2019

Mass men's fragrances posted the fastest growth in volume and current value terms in 2019. While growth rates were bolstered as sales continued to emerge from a comparatively low base, its dynamic performance also reflected rising image-consciousness among male consumers in Algeria, particularly among younger men in urban areas.

Puig remains the overall leader in 2019, with LVMH placing second

Puig retained the overall lead in fragrances in value terms in 2019 thanks to the success of its Carolina Herrera brand, which remained the clear leader in premium women’s fragrances. LVMH Moët Hennessy Louis Vuitton finished second overall.

2020 AND BEYOND

COVID-19 impact

Fragrances value sales at constant 2019 prices are now expected to decline by 1% in 2020 in light of the impact of COVID-19. This compares to an expected increase of 1% forecast for 2020 during research conducted at the end of 2019, before the spread of COVID-19.

Affected products within fragrances

All fragrances categories are expected to post volume sales declines in 2020. Mass women’s fragrances looks set to witness the steepest decline in this regard, as these products are mainly purchased by those who will bear the brunt of the economic damage wrought by COVID-19, ie middle- and lower-income consumers.

Recovery and opportunities

Fragrances is expected to perform reasonably well over the forecast period as a whole. As consumers learn to live in the post-pandemic world and return to regularly working and socialising outside the home, all categories are projected to see volume sales rebound in 2021 and then grow consistently thereafter.

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