The sharp decline in retail value sales growth of fragrances was due to the COVID-19 pandemic as many consumers preferred to stay at home in addition to working from home where possible in 2020. Furthermore, the economic and political uncertainty contributed to many consumers becoming price sensitive and eschewing purchases of non-essential products such as fragrances as they had to rethink their spending.
Many consumers in Belarus were more price sensitive in 2020 as a result of decreased disposable incomes, encouraging fragrance players to increase the number of promotions. Consequently, consumers searched for the best price for their desired fragrance.
Oriflame Cosmetics IOOO maintained a strong lead in retail value sales in 2020 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.
After severe contractions in value sales growth at constant 2020 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-19 levels. Life is expected to slowly return to a degree of normalisation in the short term.
The premium fragrances segment is expected to be less affected by the decline in disposable income during the forecast period. Lack of travel due to COVID-19, is expected to increase premium fragrances sales as high-income Belarusians were unable to buy fragrances in duty free or abroad in 2020.
In the second half of 2020, Belarusians returned to shopping at brick-and-mortar stores. Obligatory mask wearing created the perception of “safety” in public places.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Belarus with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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 Definitions
This report originates from Passport, our Fragrances research and analysis database.
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