A notable decline was recorded in fragrances in the previous year due to the COVID-19 pandemic. Social distancing and home seclusion meant that there were far fewer opportunities for consumers to wear fragrances, as such products are usually applied when going to work, socialising or attending special events.
There was a notable shift of sales from in-store retailing to e-commerce during the pandemic, with the channel recording by far the strongest growth. E-commerce had already been gaining share in fragrances in recent years, but the onset of the pandemic boosted the trend with consumers keen to avoid physical exposure to the virus.
In contrast to the general trend, affluent consumers who were less affected by the pandemic (and saved money due to few travelling and socialising opportunities) took the opportunity to purchase higher quality perfumes. The greater disposable incomes orientated their purchasing preferences towards eau de parfum products, which is considered more of a luxury and investment than eau de toilette.
Fragrances is expected to demonstrate dynamic growth over the forecast period. Consumer sophistication, paired with increasing purchasing power will drive sales of not only premium, but also niche fragrances.
Whilst lower-income consumers have suffered and reduced their spending on mass fragrances, many affluent consumers have benefitted from the extended time at home and now have additional savings and disposable income. This, combined with price promotions on luxury brands, has further intensified consumer interest in trying niche fragrances.
Fast fashion brands, such as Zara and H&M, are devoting more shelf space to fragrances in their brick-and-mortar stores. Zara launched its own perfume line in 2021, the fruit of a collaboration with Jo Malone, founder of the namesake perfume house, while Zara Home has its own line of fragrances.
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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 Definitions
This report originates from Passport, our Fragrances research and analysis database.
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