Fragrances was hit hard by the event of COVID-19 in the previous year, due to such products being seen as superfluous during times of social distancing, lockdowns, working from home, and limited social or entertainment activities. The progressive lifting of pandemic-related restrictions in 2021 and more social occasions led to an increase in sales of fragrances.
During the pandemic, sales were sustained thanks to both mass and premium fragrance players offering heavy discounts on their products. Whilst this helped boost volume sales to an extent, value sales were negatively impacted in turn.
Paco Rabanne - Groupe Puig SA maintained its company lead in fragrances in 2021, albeit the category is highly competitive overall and, therefore, relatively fragmented. The other strongest players in company terms are Christian Dior SAB, Parfums and Chanel SA, thus demonstrating the dominant power of strong multinational players in the category.
As seen in other beauty and personal care categories, sustainability trends will drive innovations in fragrances over the forecast period. Consumers are increasingly calling for transparency and sustainability from manufacturers, retailers and even beauty consultants.
E-commerce will continue its accelerating trend over the forecast period. During the time of COVID-19, consumers discovered how easy it was to repeat purchase their classic perfumes online, while avoiding human traffic (and potential contamination) in stores.
It is expected that men’s fragrances will continue to be cannibalised by perfumed men’s deodorants over the forecast period. Multi-purpose products lend themselves well to times of economic uncertainty, plus scented deodorants are generally cheaper than fragrances, alongside the fact that male consumers often using fewer products which offer multiple benefits per one solo product.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Belgium 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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