Fragrances witnessed a strong rebound in retail volume and current value sales in 2021 as life started to return to normal. Egyptians returned to work and socialising once COVID-19 curfews were removed in March 2021, with many enjoying the chance to shop in-store.
COVID-19 proved a difficult time for many Egyptians with many out of work and struggling financially and the rising cost of living has only added to these pressures in 2021. Consumers have switched to buying premium perfumes either in promotions or from outside Egypt due to rising price of fragrances in Egypt and lower disposable incomes.
Avon (from Avon Cosmetics Egypt) is the leading fragrance brand in 2021 thanks to its high levels of brand trust and affordable prices. However, it is local brand 555 in second place which has created waves in the fragrance category in recent years.
Consumers prefer to buy fragrances, especially premium brands, from trusted beauty specialist retailers as there are a lot of copycat brands in the Egyptian fragrance category. Direct selling through brands such as Avon and Oriflame gained traction in 2020 alongside e-commerce, which has also witnessed a rise in popularity since the COVID-19 pandemic unfolded.
In 2022, fragrances will continue to see higher volume and value growth as consumer demand continues to rebound from the COVID-19 pandemic. Thereafter, fragrances will witness steady value growth over the forecast period as consumer demand stabilises during the forecast period.
Price will remain an important factor in fragrance sales over the forecast period, as consumers face a rise in the costs of living. Furthermore, as fragrance is a nice-to-have as opposed to an essential product, this is an area whereby consumers may cut back on their spending.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Egypt with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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