Fragrances in Egypt

PRE-COVID-19 PERFORMANCE

Mass women’s fragrances boosted by currency devaluation

In 2019 fragrances saw continued growth due to the stability of local brands’ prices, and the decrease in the prices of some imported premium brands, due to the decrease in the USD exchange rate seen during the year.

Price is the greatest factor influencing purchasing decisions in fragrances

Brand loyalty is very low in the fragrances category, with purchasing decisions largely based on price. Most consumers tend to buy the mass perfumes throughout the year, especially for heavy use, while buying a premium fragrance for occasional use.

Avon and MAC remain strong, but smaller players erode their value shares

Avon remained the category-leader in 2019, due to its high quality. It benefits from its international brand name and lasting perfumes at affordable prices.

2020 AND BEYOND

COVID-19 impact

Sales of fragrances are now expected to grow by 1% in 2019 constant value terms in 2020 overall in light of the impact of COVID-19. This is unchanged on our 2020 edition of tissue and hygiene published in February 2020 (pre-COVID-19).

Affected products within fragrances

The home seclusion trend has had an impact on the category. This has resulted in more online shopping as consumers seek to take advantage of home delivery services, and avoiding bricks and mortar outlets even as lockdown restrictions ease.

Recovery and opportunities

The category is expected to see the impact of a shift towards body sprays and premium deodorants as softer alternatives to fragrances. There is also set to be reduced demand for fragrance gift sets due to the lower level of social interaction.

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