Demand for fragrances improved in 2021, while recording the highest current value growth within beauty and personal care in Ireland. Although the pandemic has generally had a downward effect on disposable incomes, the pent-up demand and greater savings meant that Irish consumers looked to fragrances for respite and comfort after a challenging year.
As gender labels gradually fade, fragrances is undeniably experiencing shifts in terms of trends. Premium men’s fragrances are evolving from conventional woody tones to a more diverse array of olfactive scents, driven by younger consumers who are increasingly confident to explore.
The long lockdowns and restricted social access forced Irish consumers to prioritise self-care and pampering during an anxious period, leading many to acknowledge just how supportive olfactory senses can be for stress relief. Both home fragrances and personal fragrances benefited from this, to the extent that sustainable and organic labelling became less of a focus, as functional fragrances with mood-enhancing properties took centre stage.
The pandemic has forced a huge change in the way consumers purchase their fragrances. The sensorily-reliant category faced the challenge of not only store closures but also hesitation in returning to physical shopping, especially as many consumers were not comfortable using in-store testers.
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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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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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