The fragrances market in Guatemala collapsed in 2020, with strong double-digit loss recorded as a result of COVID-19. Both mass and premium categories were affected during the year.
Fragrances in Guatemala continued to be led by direct sellers in 2021, with the brands Scentia, LeCleire and Avon topping the leader board. Belcorp Guatemala SA followed, offering a wide brand portfolio including Ésika, L'Bel and Cyzone.
According to industry sources, the fragrance business of catalogue direct sales companies struggled during 2020 and started to recover in 2021. Companies, including Avon, Mary Kay and Yanbal, implemented digital sales strategies to adapt to the pandemic conditions, and they now offer digital catalogues, digital payments and delivery methods.
Fragrances is expected to register further growth over the forecast period. Mass fragrances are expected to fully recovery in 2022, driven by catalogue sales, which expanded during the first year of the pandemic and are now an important source of income for middle-income families.
Both mass and premium fragrances companies are constantly launching new fragrances for their established brands or creating new ones with the endorsement of renowned companies or robust brands in market. Industry players will continue with this strategy over the forecast years to continue attracting both male and female consumers with fashionable scents.
Due to the outbreak of COVID-19, online shopping increased in 2020 and 2021 as consumers appreciated e-commerce for being a safer form of retailing. As such, e-commerce is also expected to continue to grow across the forecast period, mainly amongst premium fragrances.
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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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