Fragrances were negatively impacted by the 2020 pandemic lockdowns, as with people spending significant amounts of time at home and not meeting with other people and socialising, there was less demand for fragrances. In 2021, with society gradually opening up and people wanting to present themselves well, fragrances registered healthy current value and volume growth.
Coty became the number one player in fragrances in Estonia in 2016, following its acquisition of more than 10 fragrance licenses from Procter & Gamble. As a result of the transaction, Coty won representation of the world-renowned Hugo Boss brand, which continued to lead fragrances in Estonia in 2021.
E-commerce has become the largest distribution channel for fragrances accounting for well over a third of all value sales, with a growing range of products appearing online. Consumers are becoming increasingly attracted to the prices available online, while special promotions such as Black Friday having proved to be an effective way of increasing volume sales.
Fragrances will register muted constant value growth over the forecast period. With inflation like to become a growing concern over the forecast period, as global factors such as rising energy costs feed into price rises, this will dampen growth.
There will be increased buzz in the mass sector. For instance, celebrity fragrances from the likes of Britney Spears and Ariana Grande will become more popular.
Genderless fragrances are a growing trend among younger consumers and tie in with younger generations exploring new ways of expressing and identifying themselves. Fragrance brands are recognising this by creating scents that don’t necessarily specify a gender, in the stereotypical perception of masculine and feminine attributes such as floral for women and woody for men.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Estonia 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.
If you're in the Fragrances industry in Estonia, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Fragrances
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 DefinitionsThis report originates from Passport, our Fragrances research and analysis database.
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