The return to social activities in 2021 re-boosted demand for fragrances, after a significant crash in 2020. This was during the time of lockdowns, work from home diktats and fewer, if any, social occasions.
During the lockdowns of 2020, a number of channels were affected. Most beauty specialist retailers closed down or drastically reduced access to customers during the lockdowns, and travel bans hurt tourism flows.
Consumers in Azerbaijan are rather conservative and do not tend to experiment with scents and brands once they find one they like, and they stick with that brand or scent for a long time. Christian Dior and Chanel lead in the most important segment of premium women fragrances and international, high-name brands are more popular than domestic brands.
Sales are expected to gradually return to normal trends over the period of 2022-2023 in Azerbaijan. This longer timeframe is due to the lingering economic effects following the pandemic, alongside the war with Armenia which shook the base of regular consumption over the review period.
It should be noted that it is important for Azerbaijanis to buy high-quality, expensive perfumes. Even with a decrease in purchasing power, customers try to save money and buy a good perfume.
On the other hand, over the review period, unbottled perfumes, including essential oils, recorded an incipient increase amongst middle- and low-income consumers. As such, competition to mass fragrances comes from cheaper perfumed oils, which are often imported to the country from the Middle East, such as the United Arab Emirates.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Azerbaijan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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