Fragrances was the strongest beauty and personal category in 2021 with COVID-19 having a very positive impact on the performance of fragrances. Retail volume and current value sales reported strong double-digit growth in 2021 for the second consecutive year, although the growth rate was somewhat lower than in 2020.
The premiumisation trend continued to gain momentum in 2021 as consumers traded up to super premium brands, limited editions and niche perfumes. Premium products already dominate this category, but gained further value share in 2021 from their mass counterparts, continuing a long-term shift towards premium fragrances.
Norwegians are seeking out their own unique and distinct scents to the benefit of niche fragrance players, which are gaining in popularity. Leading fragrances retailers in Norway point to a new generation of fragrances containing oils with over 20% which making them longer lasting.
After such dramatic growth in 2020 and 2021, fragrances are expected to witness a decline in volume and value sales over much of the forecast period. Duty free sales are expected to return as travel moves back towards pre-pandemic levels.
Premiumisation will remain the most influential trend in fragrances over the forecast period, underpinning value growth. All premium categories are expected to post value growth by the end of the forecast period, ahead of mass categories.
Fragrances will continue to benefit from regular new launches and this will be key to supporting the recovery of this category as demand normalises. More innovative eye-catching packaging and bottle design will be a major part of creating stand out for new product launches.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Norway with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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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.
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