Competitive Landscape
Leading Global Groups Sustain Leadership Amid Growing Niche Brand Presence
Fragrances in New Zealand remained moderately concentrated in 2025, with global beauty groups sustaining their leading positions through strong designer fragrance portfolios and extensive distribution across prestige beauty specialist channels. Yves Saint Laurent Parfums, part of L'Oréal, increased its retail value share from 12% in 2024 to 15% in 2025, reflecting the continued strength of its blockbuster franchise lines, including Yves Saint Laurent Libre, Prada Paradoxe, and Valentino Born in Roma, which performed strongly across beauty specialist retailers such as Mecca, supported by franchise extensions, limited editions, and gifting campaigns during key seasonal retail events.
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Overview:
Understand the latest market trends and future growth opportunities for the Fragrances industry in New Zealand 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 New Zealand, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
The Fragrances in New Zealand report includes:
- Analysis of key supply-side and demand trends
- Detailed segmentation of international and local products
- Historic volume and value sizes, company and brand market shares
- Five year forecasts of market trends and market growth
- Robust and transparent research methodology, conducted in-country
This report answers:
- What is the market size of Fragrances in New Zealand?
- Which are the leading brands in New Zealand?
- How are products distributed in New Zealand?
- To what extent is e-commerce changing the retail environment and consumer demand?
- How are sales of mass versus premium beauty products evolving?
- Which products are seeing rising demand in the wake of COVID-19?
- Why are changing lifestyles and consumer behaviour patterns stimulating growth of some categories but not others?
- How is the macroeconomic environment shaping demand?
- Where is future growth expected to be most dynamic?
Fragrances in New Zealand - Category analysis
Key Data Insights
Fragrances Summary
Premium Fragrances Lead Growth as Lifestyle and Identity-Driven Consumption Reshape Demand
Transparent Ingredients and Sustainable Credentials Redefine Fragrance Expectations
Digital Discovery Tools Strengthen Engagement and Reduce Trial Barriers
Premium Fragrances Set to Retain Leadership as Identity-Driven Consumption Deepens
Clean Credentials, Storytelling, and Sustainability Expected to Drive Long-Term Loyalty
Digital Storytelling and Omnichannel Investment Forecast to Shape the Fragrance Journey
Leading Global Groups Sustain Leadership Amid Growing Niche Brand Presence
Department Stores Lead as Specialist Retail Drives Discovery and E-Commerce Supports Engagement
Beauty and Personal Care in New Zealand - Industry Overview
2025 Developments
Key Data Insights
Wellness-Driven Demand and Preventative Skin Health Investment Drive Value Growth
Clean, Natural-Origin Formulations Combining Botanicals with Proven Actives Redefine Expectations
Digital Platforms and Influencer Content Reshape Discovery and Engagement
Preventative Health Priorities and Science-Backed Efficacy Forecast to Sustain Growth
Value-Conscious Spending Expected to Reinforce Demand for Multifunctional Formats
Digital Influence and Omnichannel Investment Set to Define Competitive Advantage
L'oréal and Unilever Sustain Leadership through Portfolio Breadth and Distribution Strength
Supermarkets Lead Distribution as Health and Beauty Specialists and E-Commerce Expand Their Roles
Country Reports Disclaimer
The following categories and subcategories are included:
Fragrances
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- Premium Body Mists
- Premium Men's Fragrances
- Premium Women's Fragrances
- Premium Unisex Fragrances
- Premium Fragrance Sets/Kits
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- Mass Body Mists
- Mass Men's Fragrances
- Mass Women's Fragrances
- Mass Unisex Fragrances
- Mass Fragrance Sets/Kits
Fragrances
This is the aggregation of men's, women's and unisex mass and premium fragrances as well as fragrances sets/kits and body mists. 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 definitionsWhy buy this report?
- Gain competitive intelligence about market leaders
- Track key industry trends, opportunities and threats
- Inform your marketing, brand, strategy and market development, sales and supply functions
This report originates from Passport, our Fragrances research and analysis database.
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