COVID-19 heavily impacted demand for fragrances in 2020, with premium and mass fragrances posting considerable declines in volume and value sales. In response to the health crisis, lockdown was imposed in Indonesia, leading to many working or studying from home and gatherings being banned.
Fragrances was a category already facing challenging market conditions prior to the pandemic, recording the lowest current value growth across beauty and personal care in 2019, with most consumers regarding these products as non-essential. Many consumers cut back on spending during the year, with fragrances the most likely product to left out of shopping baskets, as most use deodorants rather than fragrances for scent.
Fragrances remained highly fragmented at the end of the review period, with smaller players collectively dominating and often continuing to gain share. Domestic player Kinocare was the only company to have a near-double-digit value share in 2020 due to its offer of affordable mass brands Eskulin and Master Cologne in women’s and men’s fragrances respectively.
It is expected that fragrances will not record value sales of the magnitude posted in 2019 until 2024, with recovery in demand taking a while longer compared with colour cosmetics and other beauty products. As fragrances are counted as tertiary products and Indonesia plunged into recession in 2020, many consumers in the country are likely to continue to buy them less.
Overall, the fragrances category in Indonesia is not predicted to record a better performance over the forecast period versus the review period. Increasingly popular in the country, deodorant sprays will be a more affordable and attractive alternative for a growing number of consumers.
With men increasingly interested in grooming, male consumers have become a promising target group for players competing in mass fragrances. Rising enthusiasm for these products during the review period was supported by strong growth in gym membership and men’s growing interest in fashion.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Indonesia 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.
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This report originates from Passport, our Fragrances research and analysis database.
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