Fragrances in Austria

PROSPECTS

Consumers show strong preference for mass and premium products

Consumers in Austria showed strong preference for premium products in 2017, opting for high-quality, long-lasting fragrances. This tendency was noticeable among both men and women.

Trend towards unisex fragrances expected to continue

With perceptions of typically male and female roles becoming less clear, the notions of typically male or female behaviour, appearance or consumption patterns are also becoming increasingly blurry. This has led to more unisex purchasing patterns, including with fragrances.

Uniqueness and originality important for consumers

Another trend observed in fragrances in 2017 was that towards more individuality and uniqueness. This tendency was visible in fragrances also.

COMPETITIVE LANDSCAPE

Leading fragrance brands profit from fashionable image

Although fragrances remains highly fragmented, Coty Prestige Austria has positioned itself as a strong leader, mainly thanks to globally known brands like adidas, Hugo Boss, Calvin Klein, Mexx and Lacoste. The wide variety of available brands, ranging from mass to premium, enabled Coty Prestige Austria to position itself as the undisputed leader in fragrances.

Reduced prices of mass brands negatively impact private label sales

With strong competition in fragrances and consumer preference for either branded mass fragrances for everyday use or premium brands for special occasions, private label ranges struggle to remain competitive in this area. While several retailers like Rewe International, Hofer and Lidl Österreich offer their own mass fragrances in their outlets, Austrian consumers typically refrain from buying these products.

Branded producers expected to face challenges

With fast-changing lifestyles and fashion trends, consumer behaviour is also set to change over the coming years. For example, many younger consumers might increasingly opt to refrain from more traditional brands like Calvin Klein and Hugo Boss, perceiving these as fragrances used by their parents.

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