Retail sales of fragrances suffered considerably during 2020 due to COVID-19-related restrictions. Whilst retailers launched active promotions in a bid to boost volume sales, there was little demand as the lack of socialising gave consumers little incentive to wear fragrances, particularly premium ones.
Premium fragrances had an outstanding performance in 2021, recording nearly three times the growth rate of mass fragrances. Lux and premium fragrances is seeing share growth, but is still a niche category due to high prices and therefore inaccessibility to most of the population.
Although direct selling companies led fragrances for most of the review period, they have been seeing decreasing shares across beauty and personal care, including fragrances, during the pandemic. This allowed Mary Kay to draw level in category share with Avon Cosmetics in 2020 and attain the top position in 2021, despite also losing marginal share itself.
Fragrances are expected to display stable robust single-digit growth throughout the forecast period as the economy improves and consumers spend more time in public, requiring them to pay more attention to their personal scent. New, innovative product and scent launches will remain extremely important in stir consumer demand and supporting sales, with an eye-catching packaging or bottle design also remaining key in boosting attention.
As mass fragrances begins to reach saturation over the forecast period, consumers will become more selective in their choice of fragrances. At the same time, it is not expected that a rise in disposable income will encourage more spontaneous purchasing decisions or an irrational appetite for luxury products.
Fragrances are expected to remain the most popular beauty and personal care products sold through e-commerce, with e-commerce likely to account for around a fifth of fragrances sales by the end of the forecast period. Wildberries.
Delivery:
Files are delivered directly into your account soon after payment is received and any tax is certification is verified (where applicable).
This report comes in PDF with additional info in Excel included.
Understand the latest market trends and future growth opportunities for the Fragrances industry in Kazakhstan with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Fragrances industry in Kazakhstan, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!