Fragrances saw exceptional current value growth in 2021, after the slower increase seen in 2020 caused by COVID-19. In China, fragrances is gradually overtaking colour cosmetics as the new “lipstick effect”.
Riding on the “China Cool” trend, that supports brands made in China, home-grown fragrance brands are also gaining popularity amongst Chinese consumers. These local brands are usually trying to appeal to younger generations by offering affordable prices, creative designs, and localised marketing strategies.
It has been observed that collaboration is becoming increasingly popular in fragrances in China, as a way to relaunch products and engage with broader consumer groups. For example, home-grown fragrance brand To Summer launched exclusive gift sets to celebrate the 2022 Chinese New Year, including a tiger-like scented candle, a bottle of fragrance, red envelopes and an exclusive perfume bag.
Premium fragrances continued to completely outperform mass fragrances in 2021, and also represents huge potential for growth in the forecast period, whilst mass fragrances is set to continue to decline. In terms of per capita spending on fragrances, the Chinese market still has relatively low spending compared with developed markets in Asia Pacific and Western markets, and thus is projected to have plenty of room for growth.
Fragrances demonstrated strong resilience during COVID-19, when colour cosmetics experienced a slump. Against the backdrop of COVID-19, consumers started to look inwards and search for self-care and self-pampering, which drove up sales of fragrances and other aroma-related categories, such as interior fragrances and scented body lotions and sprays.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in China with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
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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 Definitions
This report originates from Passport, our Fragrances research and analysis database.
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