Fragrances were severely impacted by the 2020 COVID-19 restrictions, with volume sales falling by a quarter and current value sales also falling. In 2021, with society opening up and people going out again and wanting to present themselves well, trading improved, with a double-digit increase in current value sales.
Puig, with its brands including Caroline Herrera and Paco Rabanne, passed out both Oriflame and Estée Lauder in 2021, though the three companies have little between them. Oriflame offered the bestselling brand and has been steadily gaining share over the review period since its entry in 2014 through its direct selling (multi-level marketing) model, where it has provided strong distribution support for its good quality but affordable mass brands.
Mass fragrances registered higher current value growth than premium fragrances, as high inflation led to increased price sensitivity and consequently higher demand for more affordable fragrances. The range and quality of mass fragrances is also improving.
Fragrances will register very healthy constant value growth over the forecast period. Nigerian consumers see fragrances as representing one’s style, mood and social status and this will support value sales.
Mass fragrances are expected to register higher constant growth than premium fragrances over the forecast period. Mass brands have been gaining traction due to better packaging and marketing.
Direct selling, beauty specialist retailers and e-commerce will all be key channels over the forecast period. In direct selling, Oriflame’s success has helped to boost the share of direct selling and this will continue over the forecast period, with other players expected to build on the format’s success in reaching consumers and raising awareness of brands through direct interactions.
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 Nigeria 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 Nigeria, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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.
If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extraction Free!