Having plunged by more than a fifth in 2020, retail constant value sales (2021 prices) of fragrances saw a significant recovery during 2021 but remained well below their pre-pandemic level. Along with colour cosmetics, fragrances was one of the categories most negatively impacted by COVID-19 pandemic in Mexico during 2020.
Direct selling is the dominant distribution channel for fragrances in Mexico. The retail value share of this channel increased significantly during 2020, with direct sellers replacing in-person contact with social media and chat apps in many cases.
Premium fragrances significantly outperformed mass offerings during 2021 reversing the trend seen in 2020. In large part, this reflects a more stable economic environment, which has boosted consumer confidence.
Retail constant value sales fragrances will continue to recover during the early part of the forecast period but will not return to their pre-pandemic level until 2024. Premium and mass fragrances will post similar growth rates during the forecast period as a whole.
With a revival in gifting anticipated as social life normalises, mass fragrance sets/kits will be among the most dynamic category in fragrances during the forecast period. However, mass women’s fragrances will remain both the largest and most dynamic category in fragrances.
Direct sellers are expected to continue to drive mass fragrances in the forecast period, with players set to invest in new product development and marketing. Increasingly, the line between direct selling and e-commerce will blur.
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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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