Fragrances recorded remarkable growth in both retail volume and current value terms in 2021, to be one of the strongest performers in Chilean beauty and personal care. The premium segment in particular, recorded dynamic growth to not only fully recover in 2021 but to surpass pre-pandemic levels by some margin.
The growth of premium fragrances was impressive in 2021, leading to notable share gain from mass brands. Consumers enjoying higher disposable incomes in 2021, who may otherwise have traditionally purchased mass fragrances, treated themselves.
Distribuidora Puig Chile Ltda retained its slim leadership of fragrances in 2021, with a strong presence across all product categories and offering a wide range of mass brands. Through strong distribution and notable brand awareness, Puig benefited from improved growth for Diavolo de Antonio Banderas and its wide range of other brands.
Since 2020, e-commerce has experienced dynamic growth as a result of home seclusion and the closure of non-essential retailers, although this growth was somewhat moderated in 2021. Nevertheless, the shift towards e-commerce is likely to remain relevant and therefore strategies of major players will continue to prioritise developing this channel further.
2022 is likely to be marked by political and economic uncertainty in Chile, which will undoubtedly be an important factor that influences demand for non-essential purchases such as fragrances. All predictions appear to indicate that the cash subsidies provided by the government will be significantly reduced in 2022, which may have a negative effect on demand.
Emerging brands and private label fragrances have a real opportunity for growth if they manage to take advantage of the possible scenario predicted for 2022 in the face of a likely reduction in disposable incomes. With the return to the almost normal operation of department stores, large retailers have the possibility of promoting their private label lines, based on aggressive pricing strategies, in addition to offering more attractive formats to consumers, including smaller sizes.
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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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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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