In 2021, retail value sales of fragrances returned to positive growth, after a significant decline in 2020. Inflationary pressures were a key contributor to this strong value increase, while volume sales continued to decline.
Following the significant decline in retail volume and value sales in 2020, brands and retailers adapted their marketing strategies during 2021 in order to boost volume sales and compensate for losses incurred in the previous year. In both the premium and mass categories, manufacturers and retailers endeavoured to boost volume sales with promotional pricing around Mother’s Day, Black Friday and the Christmas period.
In 2021, fragrances continues to be dominated by three players: Coty Prestige Austria GmbH, L'Oréal Österreich GmbH and Chanel GmbH. Coty, which carries both premium and mass fragrances in its wide brand portfolio, retained its leading position in 2021.
The growth outlook for fragrances over the forecast period is positive and retail value sales in the category are anticipated to return to pre-pandemic levels in 2023. This will largely be due to record price inflation, while volume sales of fragrances are not expected to return to pre-COVID-19 levels until the end of the forecast period.
Younger Austrian consumers value experiences over objects. Therefore, in order to draw the attention of younger consumers, players in fragrances will need to go a step further.
Over the review period, unisex fragrances emerged to the forefront amidst societal and cultural changes in attitudes towards diversity and inclusivity, especially among younger demographics. While the category is still nascent in Austria, various international and local brands have picked up on the trend.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Austria 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 Austria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Fragrances
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 DefinitionsThis report originates from Passport, our Fragrances research and analysis database.
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