Premium products have suffered a significant drop as a result of the COVID-19 pandemic due to the prolonged closure of department stores that are the main sales channel. These products are also very sensory, so not being able to test them makes it a difficult to sell it when not face to face (despite the growth of e-commerce).
Mass fragrances, despite also recording decline in 2020 as a consequence of COVID-19, fared better than their premium counterparts, benefiting from a significant increase in these products in direct selling and e-commerce which helped mitigate the drop in other channels. The migration to supermarkets and hypermarkets also allowed lower loss margins for mass fragrances.
Distribuidora Puig continued to lead overall fragrances in 2020, with a strong presence across all product categories and a wide range of mass brands. Through strong distribution and great brand awareness, Puig benefits with sustained growth for Diavolo de Antonio Banderas and its wide range of other brands.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Chile with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Fragrances research and analysis database.
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