Fragrances were negatively impacted by the 2020 pandemic lockdowns, as with people spending significant amounts of time at home and not meeting with other people and socialising, there was less demand for fragrances. In 2021, with society gradually opening up and people wanting to present themselves well, fragrances registered healthy current value and volume growth.
Smart Collection and Beautimatic International remained the leading players in fragrances in terms of retail current value share during 2021, followed by Jean Paul Rocher, Mirato and Avon. Marketing strategies targeted at the mass consumer have been key to the success of these players.
Counterfeit products pose an ongoing threat to the retail current value sales of established fragrances brands. Although the pricing and packaging of counterfeit offerings usually make it obvious that they are not genuine, many local consumers purchase them anyway due to their very low pricing.
Fragrances will register moderate constant value growth over the forecast period. Cameroonian consumers see fragrances as representing one’s style, mood and social status and this will support value sales.
Mass fragrances will outperform premium fragrances over the forecast period. All the same, there will still be growth opportunities for premium fragrances.
Ongoing expansion in the number of modern grocery retail outlets will play a significant role in making fragrances more accessible to local consumers. International supermarket chains in Cameroon such as Carrefour, Casino, Mahima, as well as local players Santa Lucia and DOVV will drive these value sales.
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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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