Fragrances saw a strong rebound in retail volume and current value sales in 2021 as COVID-19 restrictions were lifted and Finns returned to work and enjoying social pastimes. The use of fragrances was already low and declining in Finland before the COVID-19 pandemic, so fragrances have remained a low priority.
Given the low per capita consumption of fragrances in Finland, players must work hard to maintain and grow their share. Finns like trying out new fragrances and while many classics continue to appeal, Finns show great interest towards new launches.
Fragrances is concentrated at the top end of the category where Coty Inc remained the leading manufacturer in 2021, although it has lost retail share for the third consecutive year. L'Oréal Finland Oy is also a strong player in this category and has steadily made gains in fragrances over the review period, but thereafter most players have a more moderate retail value share.
Fragrances will continue to see a recovery from the COVID-19 pandemic in 2022 as consumers social patterns normalise. The ability to test out a fragrance in stores is an important driver of retail volume and value sales in fragrances so a full return to shopping, socialising and working from home will drive interest and consumption of fragrances in the months and years ahead.
In an increasingly fragmented category, new product launches will remain extremely important for increasing the sales of fragrances in the future. In the premium category, these will mainly consist of line extensions within the best-selling fragrance brands, while in mass fragrances, there is more room for new brands, including celebrity fragrances.
The trend toward more natural products in other beauty and personal care categories is expected to also drive growth in fragrances over the forecast period. This trend is bringing new niche players into fragrances such as Aimée de Mars brand which launched in 2021, offering a vegan fragrance made with 95-100% natural ingredients and placing sustainability at the heart of its positioning.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Finland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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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