Fragrances in Georgia

PROSPECTS

Premiumisation prevails in fragrances despite unit price increases

In 2018, Georgia still suffered the aftermath of waves of recent currency devaluation. The depreciation of the local currency affected the prices of products that rely on imports, including fragrances.

Fragrances sets/kits are gaining popularity

Both premium and mass fragrances sets/kits are gaining momentum, although developing from a small base, especially premium products. The sudden interest and subsequent growth in sets/kits were influenced by increasing availability, and awareness of such products is rising fairly quickly.

Growth rates in men’s fragrances catch up with women’s fragrances

The growth of both premium and mass men’s fragrances were more in line with those of women’s fragrances towards the end of the review period. This trend developed throughout the review period.

COMPETITIVE LANDSCAPE

Puig Rus leads fragrances with a wide brand portfolio

Puig Rus remained the leader in fragrances in value terms in 2018, with its wide and well-known brand portfolio, including Prada, Jean Paul Gaultier, Nina Ricci, Paco Rabanne and Carolina Herrera. The company appeals to both men and women with its distinct fragrances.

Companies give up on unisex fragrances

In Georgia, unisex fragrances are only present in the premium segment, and even this category is negligible within fragrances. Although 2018 saw an increase in current value sales, this was only due to unit price increases, as volume sales declined.

Direct sellers thrive in fragrances

Although forecast to decline due to the predicted growth of internet retailing, direct selling remains the leading channel in fragrances in Georgia. Direct sellers Avon and Oriflame ranked second and third respectively in fragrances in 2018.

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