Fragrances in Germany

PROSPECTS

Internet retailing determines prices

Fragrances recorded volume growth in most categories in 2018, but intensive promotional actions hampered current value growth. This resulted from a slight decrease in the average unit price, which is likely to continue over the forecast period within premium women’s fragrances.

Mass and celebrity fragrances struggle

The lower prices of some premium fragrances had a domino effect and caused a price repositioning in other categories. Selective fragrances were cheaper, so the prices of semi-selective brands had to decrease as well, and so on.

Individual fragrances see potential

Due to high saturation of fragrances in Germany, players are searching for new solutions to maintain growth. During the last couple of years, one strategy which emerged was niche brands.

COMPETITIVE LANDSCAPE

Coty benefits from demand for premium fragrances

In 2018, Coty remained the leading player in fragrances in Germany in value terms. Thanks to its strength in the premium segment through brands such as Jil Sander and Calvin Klein, as well as new product launches from Hugo Boss, Coty was able to increase its sales and share within premium fragrances in 2018.

Douglas implements new ideas

Douglas remained the leading player in beauty specialist retailers in 2018. With the competition increasing not only in this channel, following the entry and expansion of Sephora, but also online, due to players such as Flaconi, Amazon and Parfumdreams, Douglas has recognised the need to adjust its strategy in order to maintain its position.

Unusual perfume concepts – Atelier PMP

With its unusual perfume concepts, Atelier PMP wants to revolutionise the fragrances category. It is not only concerned about the actual fragrance, but especially the idea behind it.

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