Fragrances in Finland

PRE-COVID-19 PERFORMANCE

Low per-capita consumption of fragrances in Finland

With Finland’s economy slowly recovering, fragrances witnessed an improved performance in 2019, while still recording a slight decline in current value terms. Consumers spend relatively little on fragrances in Finland, with low per-capita usage.

New brands drive interest in premium fragrances

Although still in decline, premium fragrances registered an improved performance in 2019 over the previous year as new product launches drove renewed interest in these formats. Given the low per-capita consumption of fragrances in Finland, players must work hard to maintain and grow share.

New product launches key to maintaining consumer interest

Hugo Boss remained the leading brand in fragrances in 2019, despite losing share. The brand was extended with Hugo Boss, The Scent for Her, which is expected to perform well due to strong media coverage and its well-known brand name.

2020 AND BEYOND

COVID-19 impact

Sales of fragrances are now expected to decline by 12% in 2020 in 2019 constant value terms in light of the impact of Coronavirus (COVID-19). This compares to an expected 2% fall forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within fragrances

In a small and declining category, premium women’s fragrances suffered the lowest constant 2019 value decline in 2019. These have always been the most popular products in Finland.

Recovery and opportunities

Fragrances is expected to witness a short-term boost, with strong constant 2019 value growth anticipated for 2021, before returning to minor declines over the remainder of the forecast period.

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