Fragrances in Croatia

PROSPECTS

Two different target groups

There are two types of stores selling fragrances, with distinctively different types of brands sold. Emerging from the economic downturn, health and beauty specialist retailers such as dm - Drogerie Markt doo and Müller control the retailing of brands from the lower price segment, targeting consumers with limited budgets who can afford only mass products.

Balanced ratio between mass and premium

According to sales results for premium and mass fragrances, it is evident that both price bands have similar value sales, with premium marginally prevailing over the review period. However, one must consider the tremendous difference in unit price between the two subcategories: premium fragrances cost on average four times more than their mass counterparts.

Croatian manufacturers starting to make waves

Over the review period, fragrances was traditionally a battlefield for global brands; local companies did not have the resources or the will to compete with famous international manufacturers. However, more recently, with the advent of the new wave of small local manufacturers, some small local brands have appeared on the market.

COMPETITIVE LANDSCAPE

Very fragmented category

Fragrances is the most fragmented beauty and personal care category and easily one of the most fragmented categories in fast-moving consumer goods. This has remained largely unchanged over the past 10 years.

Some previously unavailable brands appear

With all the numerous brands available on the market, it is difficult to imagine that there are some brands still not available to buy in Croatia. Best to know this are the informed consumers who often venture abroad in search of their favourite fragrance brand which they cannot find in Croatian stores.

Coty acquires number one position

Always near the top, but never making it to number one in the rankings, Coty Inc has clearly shown ambition to become number one. The company managed to achieve this with the acquisition of Gucci and Hugo Boss from its rival Procter & Gamble doo.

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