Fragrances in Austria

PRE-COVID-19 PERFORMANCE

Premium fragrances often available at reduced prices

Fragrances in Austria is fairly mature and saturated, with real innovation being rare and thus growth potential relatively limited. However, sales increased in current value terms in 2019, and, as of the end of the review period, were expected to continue growing over the forecast period, mainly driven by frequent product launches within premium fragrances.

E-commerce continues to increase its sales share; unisex fragrances most dynamic

Health and beauty specialist retailers, in the form of beauty specialist retailers and drugstores/parapharmacies, continued to account for the lion’s share of sales in fragrances in 2019, including the leading retailers Marionnaud and Douglas. However, online retailing continued to increase its share of fragrances sales in Austria in 2019.

Coty Prestige Austria leads fragrances

Coty Prestige Austria continued to lead fragrances in value terms in 2019. The company distributes a number of popular lines in premium and mass fragrances, including well-known brands such as Hugo Boss, Calvin Klein, Marc Jacobs, adidas and Chloé.

2020 AND BEYOND

COVID-19 impact

Sales of fragrances are now expected to decline by 8% in 2020 at constant 2019 prices in light of the impact of COVID-19. This compares to the 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within fragrances

All fragrances products, whether premium or mass, men’s women’s or unisex, and even sets/kits, will record marked declines in value sales in 2020 at constant 2019 prices. For all products this will represent a much worse performance than they recorded in 2019.

Recovery and opportunities

After the declines seen in 2020, all areas of fragrances will immediately return to seeing positive value growth in 2021 at constant 2019 prices. Annual growth rates for fragrances overall in the rest of the forecast period after 2020 will be roughly in line with those predicted during research conducted at the end of 2019 before the spread of COVID-19.

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