Fragrances in Pakistan

PROSPECTS

Transition from traditional substitutes to branded fragrances will drive growth

Consumers in Pakistan are moving towards branded alternatives, a trend that was also seen in fragrances. Traditionally, Attar (a non-alcoholic alternative) was widely used, especially in religious consumer segments.

Wide availability of low-priced duplicates will remain a threat to brands

The infiltration of imported fragrances through grey channels and the wide availability of counterfeits are the most challenging concerns for players. Counterfeits are commonly available at all distribution channels and since they are significantly lower in price, consumers buy them.

Modern retailing to play a vital role in the growth of fragrances

The increasing contribution of modern retailing gave consumers access to a variety of products that were once inaccessible. Modern retailing therefore altered consumer preferences in multiple categories including fragrances.

COMPETITIVE LANDSCAPE

International brands dominate premium fragrances in 2017

Premium fragrances in Pakistan are consumed by the educated, high-income consumer segment that has wide exposure to the world through travelling, peer groups and the internet. Moreover, they are socially aware and want to be considered trendy and rich by their peers.

Rasasi Perfumes Industry LLC leads mass women fragrances with its Blue brand

Blue by Rasasi Perfumes Industry LLC, known for its special Arabic fragrance, maintained a strong presence among both mass men’s and women’s brands. It is preferred by consumers who are looking for a light, elegant fragrance for social gatherings.

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