Fragrances in North Macedonia

PRE-COVID-19 PERFORMANCE

Growth in fragrances slows, though celebrity fragrances gain ground in 2019

Fragrances overall saw continued but slowing growth in current value terms in 2019. Mass fragrances outperformed premium fragrances on a number of levels, holding higher value share and showing faster growth in all product areas except for unisex fragrances.

Avon leads in 2019 despite its continuous decline

The country’s largest direct selling company, Avon Kozmetiks dooel, held on to its lead of fragrances in 2019, despite continuously losing value share since 2017. The company saw a significant decline in growth in fragrances in 2019, reflecting the wider decline of direct selling in North Macedonia more generally.

Premium brands launch a range of new products as producers attempt to propel growth in 2019

The premium segment was active with new product launches in 2019, reflecting North Macedonia’s improved economy as producers strove to stimulate sales through innovation. Dior Hypnotic Poison Roller Pearl, a premium-positioned product, was introduced in North Macedonia in January 2019.

2020 AND BEYOND

COVID-19 impact

Sales of fragrances are now expected to decline by 16% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 1% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within fragrances

Premium fragrances are declining at a faster rate than mass fragrances in 2020, due partly to selective store closures. Mass fragrances are found at wide variety of retail outlets and are thus more readily available than premium fragrances during the pandemic.

Recovery and opportunities

Over the forecast period, mass fragrances is set to continue outperforming premium fragrances, with Macedonian consumers economising when it comes to luxury products. Mass men’s fragrances and mass fragrance sets/kits will lead current value growth.

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