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Learn moreJun 2020
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Consumers in China are paying ever increasing attention to personal grooming habits and are showing a growing willingness to invest not only in their appearance but also their smell, with this resulting in dynamic growth in fragrances towards the end of the review period. Furthermore, as incomes rise and brand awareness becomes more prominent consumers are showing a strong preference for well-known premium fragrances, with these products proving particularly popular among the post-90s generation.
E-commerce provided a significant boost to fragrances in China during the review period with the channel helping more brands to access the market while also expanding the distribution reach into more areas. Fragrances manufacturers have focused strongly on building their online sales, including those of luxury perfume brands.
Well-known international companies dominate fragrances in China with strong investment in marketing helping to drive brand awareness and loyalty. Although Chanel retained the lead in 2019 it continued to lose share as other players made headway.
Sales of fragrances are now expected to decline by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 21% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.
All areas of fragrances have been hit by COVID-19 as consumers do not typically wear fragrances for use around the home. With the restrictions impacting household incomes this will likely also have a negative influence on sales.
The impact of COVID-19 on sales of fragrances is expected to be relatively short-term with growth likely to resume once consumers are able to return to the workplace and begin socialising again. The leading brands are already upping their investment in fragrances in China due to the relatively low penetration of the category and huge potential consumer base.
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Overview
Discover the latest market trends and uncover sources of future market growth for the Fragrances industry in China 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 China, 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.