Solid single-digit growth is expected for fragrances in the forecast period in retail current value terms. Although rates of growth are expected to be similar across the premium and mass segments, premium fragrances will continue to account for much higher sales, with sales rising well from an already high base thanks to expected promotional campaigns and the offer of discounts via e-commerce and offline channels.
Both beauty specialists and e-commerce play very strong roles in the distribution of fragrances in the German market, with these channels together accounting for more than two thirds of overall retail sales of fragrances in 2022. Physical stores remain important, as a number of consumers, especially those who are older, appreciate being able to experience these products first-hand before deciding to make a purchase.
Higher concentrations of fragrance oils are expected to be seen over the forecast period. Consumers are expected to embrace a wide array of formats beyond just eau de toilette (EDT) or eau de parfum (EDP) – they want their perfumes to be more visible and recognised.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Germany 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 Germany, 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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