Fragrances in Germany

PROSPECTS

Increasing competition limits potential value growth

In 2017, fragrances posted a decline in value sales as the category is currently witnessing significant changes which are expected to have a lasting impact. Douglas, the longstanding leading retailer, is facing increasing price competition, on several fronts.

Category also suffering from saturation

Aside from intensifying price competition, the category is also suffering from a high level of saturation. 2017 saw fewer product launches than in previous years.

Sets/kits and unisex fragrances set to support future growth

Unisex fragrances can still be considered a niche given its small size compared to the wider category. However, these products are growing in popularity and the category is becoming more established because consumers are becoming increasingly convinced that fragrances can be used by both genders thanks to their fresh and subtle scents.

COMPETITIVE LANDSCAPE

Douglas adjusts its strategy amidst growing competition

Douglas remained the leading player in the beauty specialist retailer channel in 2017. With competition increasing not only in this channel following the entry and expansion of Sephora but also online thanks to players such as Flaconi, Amazon and Parfumdreams, Douglas has recognised the need to adjust its strategy in order to maintain its position.

Leading player Coty restructures its portfolio

In 2017, Coty remained the leading player in fragrances in Germany. Thanks to its strength in the premium segment through brands like Jil Sander and Calvin Klein, as well as new product launches from Hugo Boss, Coty was able to increase its share.

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