Fragrances saw stronger current retail value growth in 2021 compared to 2020 as consumer demand continued to ramp up amid the pandemic. Unlike other categories, home seclusion did little to deter demand for fragrances, instead having a very positive impact.
Premium fragrances saw stronger growth than mass brands in 2021 as the premiumisation trend continued. Despite the pandemic Danish consumers still favoured premium brands as most consumers have felt limited financial impact from COVID-19 due to a strong Danish economy and several government financial support programs for those affected.
E-commerce saw the strongest retail channel growth for fragrances in 2021 as consumers once again spent more time at home and had limited retail shopping options. The new wave of COVID-19 infections early in the year led to several months closure of department stores and shopping malls, forcing more purchases online.
After the dynamic growth seen in fragrances in 2021 and 2020, retail volume and value sales are expected to decline in 2022, although value sales will remain above pre-pandemic levels for the forecast period. A return to international travel and the purchase of fragrances through duty free will suppress volume and value sales in the early part of the forecast period.
Due to the channel’s convenience and low prices, e-commerce is expected to play an important and expanding role in the distribution of fragrances over the forecast period. The growth in e-commerce sales is forecasted to remain positive, but will be less dynamic than during the pandemic, reflecting the slower retail volume and value growth of fragrances as consumers return to more normal shopping habits.
Fragrances in Denmark is expected to remain dominated by big brands over the forecast period, which invest heavily in brand development and creating a distinct image. With continued product launches, competition among the leading brands will remain intense and smaller brands will struggle to challenge their dominance.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Denmark 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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