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Learn moreJun 2020
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Fragrances recorded solid growth overall in 2019, with sales of both women’s and men’s products driven by innovation and premiumisation during the year. Premium women’s fragrances saw a particularly positive performance, registering the strongest value growth in 2019.
Premium women’s and men’s fragrances were the most dynamic categories in 2019 due to strong innovation, the glamourous image of premium fragrances and intense advertising. Mass fragrances posted slight growth in 2019 due to the strong competition from their premium counterparts.
Multinational players, Paco Rabanne - Groupe Puig, Chanel and Parfums Christian Dior, remained the leaders of a rather fragmented category in 2019, due to strong marketing and advertisement and solid brand recognition. The most relevant and successful launches of 2019 included Idole from Lancôme Parfums Beauté and Cie (premium women’s fragrances) and Sauvage from Parfums Christian Dior (premium men’s fragrances).
Sales of fragrances are now expected to decline by 3% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
Decline is expected across the board in 2019 constant value terms and volume terms in 2020 in fragrances due to COVID-19. Mass unisex fragrances is set to record the strongest decline as leading manufacturers do not focus on the category and leading beauty specialist retailers devote little space to the category so there is low product loyalty.
Sales of fragrances should recover in 2021 and improve during the course of the forecast period, although growth will be slower than that recorded over the review period in a time of economic uncertainty as fragrances are generally regarded as non-essential items. Price promotions are likely to become even more frequent for both premium and mass fragrances, particularly around key discount events such as Black Friday and gifting occasions such as Christmas and St Valentine’s Day.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Fragrances industry in Belgium with research from Euromonitor's team of in-country analysts.
Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.
If you're in the Fragrances industry in Belgium, our research will save you time and money while empowering you to make informed, profitable decisions.
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This industry report originates from Passport, our Beauty and Personal Care market research database.
Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.