The recovery of foot traffic in stores supported the strong rebound of fragrances in 2021, but the closure of Australia’s borders continued to affect travel, and in turn limited growth. Furthermore, the country continued to face challenges associated with the pandemic, such shipment and transport disruption and labour shortages, which also impacted the fragrances category.
Although digital tokens have recently been used across the fashion industry, a number of beauty brands are also beginning to experiment with Non-Fungible Tokens (NFT) as a new way to engage with and purchase into brands, including Nars, Givenchy, e.l.
In recent years, Australian beauty brands have spread their reach to international consumers, notably penetrating markets such as the UK. As a result, A-Beauty has fast developed a reputation for its simple and fuss-free approach to beauty, with most brands made using natural and plant-based formulations and home-grown “hero” ingredients.
Manufacturers are expected to focus on packaging innovation, occasions and formats in fragrances over the forecast period. In line with trends such as health, wellness and sustainability, as well as slow beauty, manufacturers may consider launching smaller formats and using eco-friendly and native botanical ingredients, as well as more niche fragrances.
Solid growth is expected for fragrances in the next five years, as consumers resume social events and out-of-home activities. Premium fragrances is expected to lead in terms of both sales and growth, as consumers continue to embrace slow beauty, thus purchasing high-quality scents and more exclusive products.
E-commerce is anticipated to continue gaining share of distribution in fragrances in the forecast period. Disruptions caused by the pandemic in 2020 forced many retailers to shift their focus online and invest in enhancing their e-commerce capabilities, which will continue to support the strong growth of the channel in the forecast period.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Australia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Fragrances industry in Australia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits. The distinction between mass market and premium is normally price and label/positioning (mass fragrances rarely carry a designer label) and distribution. Also includes hair fragrances with a primary function of making hair smell good and not to be confused with hair oil and other styling/conditioning products with hair fragrances, whose primary function is to either condition or style over fragrance.See All of Our Definitions
This report originates from Passport, our Fragrances research and analysis database.
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