Fragrances saw a strong drop in demand in 2020 as the exigencies of the Coronavirus (COVID-19) pandemic meant consumers worked from home and went out and socialised much less. The situation improved in 2021 as life gradually returned to normal with the fading of the threat of the virus and vaccine roll-out.
Demand was also bolstered by an improved economic situation, but budgets remained tight and consumer confidence and spending power was limited for many consumers. Nonetheless, the gradual yet steady economic recovery in Pakistan in the wake of the negative effects of the pandemic fuelled the demand for non-essential items, which, for many consumers in Pakistan, includes fragrances.
The demand for fragrances continued to be concentrated among a small base of middle- and high-income urban consumers. While living standards in Pakistan are gradually improving, purchasing power among the population at large is still quite weak.
The outlook for fragrances is bright, with fast retail volume and value (constant 2021 prices) CAGRs expected over the forecast period. Fragrances is set to continue to benefit from the same key long-term trends driving the development of beauty and personal care as a whole.
The owners of leading brands in fragrances are expected to continue to leverage e-commerce and digital platforms to gain and sustain brand loyalty and sales. E-commerce is set to remain a growing channel over the forecast period as shifting consumer preferences in favour of contactless and convenient shopping are predicted to solidify in the forecast period.
Consumers also remain reluctant to purchase fragrances online due to concerns about product authenticity, as cheaper counterfeit versions of well-known local and international brands are widely sold across Pakistan, even via formal distribution channels. These products remain very popular among low- and middle-income consumers.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Pakistan 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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