Fragrances in Israel

PRE-COVID-19 PERFORMANCE

Growth is driven by competitive price-points and new launches, which motivate consumers to purchase fragrances in 2019

Despite the high prices of premium fragrances, their purchase is not considered a luxury in Israel; rather, it is becoming more acceptable for consumers to own several perfumes, alternating between them according to their mood, the season or occasion. In addition, consumers are not always loyal to one brand, preferring to try new fragrances and even combine them.

Unique, niche brands and unisex fragrances increase in popularity during 2019

A desire for unique, niche brands is high in Israel. As premium fragrances are affordable for most consumers, they turn to niche brands and fragrances to emphasise their uniqueness.

S Schestowitz takes the lead from Lilit Cosmetics while e-commerce and boutique fragrance stores drive sales in 2019

In 2019, several brands moved from Lilit Cosmetics to S Schestowitz, which led to a decrease in shares from Lilit Cosmetics, along with an increase in S Schestowitz shares. The brands on offer from S Schestowitz include Hugo, Gucci, Dolce Gabbana, Rochas, Roberto Cavalli, Tiffani, Davidoff, JOOP, Lancaster and Sculpture.

2020 AND BEYOND

COVID-19 impact

Sales of fragrances are now expected to decline by 2% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 3% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within fragrances

All items within fragrances are predicted to record a decline compared to constant value growth of 2019, however, despite the impact of COVID-19, both mass woman’s fragrances and premium woman’s fragrances, and premium fragrance sets/kits will record slight value growth, albeit much lower than previous years.

Recovery and opportunities

Following the expected decline in value growth for 2020, growth in fragrances is expected to be boosted in 2021. However, growth is not expected to reach the same levels as the pre-COVID-19 predictions, and this is set to remain the case across the forecast period.

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