Fragrances in Austria

PROSPECTS

Premium fragrances suffers from declining unit prices

Premium fragrances experienced only a moderate current value increase in 2018. Beauty specialist retailers, which accounts for the lion’s share of sales in premium fragrances, including the leading retailers Marionnaud and Douglas, faced further competition from the increase of online retailing in Austria.

A stronger performance is expected in the forecast period

Although slightly higher current value and volume growth are expected in the forecast period, the strong price competition in fragrances in Austria is predicted to continue. It is likely that the internationally-renowned beauty specialist retailer Sephora will open outlets in Austria in the coming years.

Unisex fragrances records the most dynamic performance

Compared with women’s and men’s fragrances, unisex fragrances represents a niche within overall fragrances. However, current value sales of unisex fragrances increased strongly in 2018, which can be ascribed to the strong consumer trend towards gender-free products.

COMPETITIVE LANDSCAPE

Fragrances is highly fragmented

Fragrances is shaped by a high number of brands and players offering premium and mass products to consumers in Austria. Thus, the category is highly fragmented, resulting in fierce price competition between the leading players.

Coty Prestige Austria leads fragrances

Despite the fragmentation in fragrances, Coty Prestige Austria was able to maintain its lead in fragrances in value terms in 2018. The company strongly benefits from owning a number of popular brands in premium and mass fragrances, including well-known brands such as Hugo Boss, Calvin Klein, Marc Jacobs, adidas and Chloé.

The launch of more unisex products is expected

Over the forecast period, premium unisex fragrances is projected to continue to see the best current value performance in fragrances, as gender-free products are expected to become more established. Consumers will become increasingly convinced that the same fragrance can be used by both genders thanks to their fresh and subtle scents.

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