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.
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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.
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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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