Fragrances in Belarus

PRE-COVID-19 PERFORMANCE

Important role for fragrances as busy lifestyles boost demand for sets/kits and travel size packs

Fragrances continued to play an important role in the lives of locals in 2019 with consumers seeking appealing scents. This trend was particularly strong among women, with women’s fragrances accounting for the majority share in both premium and mass fragrances.

Pairing and personalisation are strong trends in fragrances in 2019

Women remained major consumers of fragrances in Belarus during 2019, as it is women who generally buy fragrances for themselves, their female friends and family as well as men’s fragrances for their partners, male relatives and male friends. As a result, there was growing interest in “paired” fragrances for him and for her, such as the new paired fragrances by Faberlic.

Fragmented competition due to large number of brands

Oriflame Cosmetics maintained a strong lead in current value sales in 2019 in this highly fragmented category characterised by a large number of players and brands. Competition between premium and mass fragrances was not intensive; instead, premium and mass brands mainly competed within their price brackets.

2020 AND BEYOND

COVID-19 impact

Sales of fragrances are now expected to contract by 17% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within fragrances

All categories of fragrances are expected to record severe and dramatic contractions in value sales at constant 2019 prices in 2020. The most significant drops will be in mass fragrances and premium fragrance sets/kits.

Recovery and opportunities

After severe contractions in value sales at constant 2019 prices of fragrances in 2020, the category is expected to see an almost immediate rebound in 2021, with growth rates likely to be higher than pre-COVID levels. Life will slowly return to a degree of normalisation.

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