Fragrances recorded double-digit growth in current value terms in 2021, seeing an almost full recovery after the strong decline seen in 2020. Fragrances witnessed the second largest decline in current value terms in 2020 within beauty and personal care, with only colour cosmetics seeing a bigger decline.
2021 saw a higher number of new product launches in fragrances compared to the previous year, although the level of innovation was still lower compared to the pre-COVID-19 period. This behaviour pattern was largely because many brands remained cautious regarding new investments due to the high level of uncertainty in the market.
Christian Dior, Chanel, Paco Rabanne and Giorgio Armani remained among the most popular brands of fragrances in Italy in 2021. Like most players, these brands recorded important strong double-digit growth in 2021.
Fragrances should see a full return to pre-COVID-19 sales levels in 2022 in value terms. However, growth is likely to be limited by the impact of the Omicron variant on consumers’ social lives in the early part of the year.
Perfumeries (included in beauty specialist retailers) are expected to remain the key distribution channel for Fragrances in Italy over the forecast period. This channel saw sales of fragrances record a strong recovery in 2021, after the heavy decline seen in 2020, with consumers returning to store-based retailers thanks to Italy’s successful vaccination programme.
In terms of the competitive landscape, many players are expected to expand their ranges of natural fragrances over the forecast period. The COVID-19 pandemic led Italians to place an increasing focus on their health and wellness, as well as on issues around sustainability.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Italy 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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