Fragrances posted a decline of 11% in 2020 due to the combination of reduced social occasions and the discretionary nature of fragrances, both negatively impacting demand. While sales of both premium and mass fragrances declined in 2020, the situation has reversed from premium fragrances driving sales pre-pandemic to mass positioned brands outperforming premium alternatives.
Irish consumers have increasingly shifted to e-commerce for their purchase of fragrances over the 2016-2020 period, as they value the larger product range available online, as well as competitive prices, additional product information and reviews and attractive delivery options. However, in 2020, the shift towards e-commerce saw a particularly strong acceleration as a result of the pandemic and homebound consumers.
Coty continues to benefit from its wide product portfolio of brands, since its acquisition from Procter & Gamble in 2016. With retailers closed amid the pandemic, Coty has searched for alternative ways to reach consumers online, including using direct-to-consumer platforms; another example is the virtual launch party for the release of Marc Jacobs’s new fragrance.
Despite continued restrictions in 2021, fragrances are not expected to post similar decline in comparison to the previous year. Instead, the category should show signs of recovery in 2022, when sales return to positive territory thanks to the better performance of premium fragrances, which aspirational Irish consumers consider desirable and are therefore willing to pay premium for.
Pre-pandemic, Irish consumers were shifting away from traditional aspirational glamour and instead were searching for a sense of uniqueness and individuality. As this trend returns, this should benefit unisex fragrances, such as highly popular brands Jo Malone and Tom Ford.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Ireland with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Fragrances research and analysis database.
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