Fragrances in Denmark

PRE-COVID-19 PERFORMANCE

Premium fragrances continue to drive growth in 2019

Both mass and premium fragrances recorded value sales growth in 2019, but it was the solid performance in premium fragrances, in particular the strong growth of premium men’s and unisex fragrances, that drove overall category growth. Wearing premium fragrances and displaying bottles in their homes for visitors to see still instilled in most consumers feelings of luxury and exclusivity.

Younger Danish consumers seek unique, unisex scents, eschew traditional scents

The large segment of older consumers continued to drive demand for traditional scents and established fragrance brands in 2019. But, perhaps not surprisingly, Danish millennials and members of Gen Z increasingly sought scents that were new and different.

E Sæther A/S continues to leads fragrances in 2019

Continuing a trend observed throughout the review period, distributor E Sæther A/S boosted its value share in 2019 and held tight to its commanding lead in fragrances. The company successfully distributed a raft of leading, well-known fragrance brands, including Hugo Boss, Chanel, Calvin Klein and Paco Rabanne.

2020 AND BEYOND

COVID-19 impact

Sales of fragrances are now expected to decline by 13% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 2% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within fragrances

As a result of the COVID-19 pandemic, in 2020 all fragrance product areas are expected to see significant double-digit declines in retail volume and value at constant 2019 prices. Sales of premium products will be hardest hit, not surprising as the economic uncertainty brought about by the pandemic and the closing of the Danish economy are expected to turn many once free-spending consumers into price-conscious, frugal shoppers wary to spend on luxuries such as fragrances.

Recovery and opportunities

Fragrances across all areas are expected to rebound in 2021, with relatively robust growth of both retail volume sales and value sales at constant 2019 prices. On the other hand, growth will be constrained somewhat by the increased price-sensitivity and curtailed spending of consumers uneasy with economic uncertainty and the potential impact on Denmark’s job market.

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