Fragrances in Ireland

PRE-COVID-19 PERFORMANCE

Premium fragrances drive sales growth in 2019, benefiting from being highly aspirational, with consumers willing to invest in the items

Premium fragrances continued to grow at a faster rate than mass products in 2019. These items benefited from being considered aspirational by consumers, who are willing to invest and pay a premium to purchase them.

Unisex fragrances become increasingly popular, and consumers in Ireland demand more distinctive scents and customised options in 2019

Unisex fragrances drove the highest levels of growth in 2019, with players such as Tom Ford and Jo Malone being highly popular. Gender-neutral scents benefited from a wider audience, as they are created to be worn by anyone - further benefiting from the traditional concept and attributes of genders, becoming more and more blurred in Ireland.

Coty Ireland Ltd retains its lead of the landscape in 2019, acquiring small fragrance houses to respond to consumers demands for unique fragrances

Coty Ireland Ltd was the leading player in fragrances in 2019, due to its wide product portfolio since having acquired several fragrance brands from Procter & Gamble in 2016. However, some of its bestselling brands such as Calvin Klein, were seeing sales decline due to stronger discounting and increased competition from other premium and prestige brands.

2020 AND BEYOND

COVID-19 impact

Sales of fragrances are now expected to decline by 8% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within fragrances

All areas within fragrances are expected to record a decline in growth in 2020, as a result of the COVID-19 pandemic. The areas most impacted by the outbreak are expected to be mass women’s fragrances, mass fragrance sets/kits and premium fragrances set/kits, which will all record a double-digital value decline.

Recovery and opportunities

COVID-19 is expected to impact growth significantly in 2020, with all areas in fragrances recording a decline. The ongoing uncertainty in the economic landscape, and social restrictions gradually being lifted, means that fragrances is expected to record a slow recovery over the forecast period, continuing to record a decline in 2021.

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