Fragrances in Pakistan

PRE-COVID-19 PERFORMANCE

Evolving consumer preferences in favour of brands continue to drive growth in 2019

Sales of fragrances in 2019 benefited from a growing youthful consumer base, increasing middle income group with higher disposable income and the ongoing influx of local and imported brands into the country. Premium fragrances such as Gucci, Channel, Versace, Armani and Lacoste all retail at very high prices and offer prestige as well authenticity.

Counterfeit and low-quality brands remain a major challenge for legitimate brands

The lack of regulatory enforcement against counterfeit goods in Pakistan remained a major concern for brands in the country in 2019. Available at all distribution channels, counterfeit versions are commonly accessible for all local and imported brands and are purchased for their name value by the large price-sensitive consumer base.

Fragrances in Pakistan remains dominated by international brands

Local branded fragrances are nascent in Pakistan only appearing after leading designer clothes brands such as J. and Khaadi introduced their lines of fragrances over the review period.

2020 AND BEYOND

COVID-19 impact

Sales of fragrances are now expected to grow by 4% in 2020 in 2019 constant value terms in light of the impact of COVID-19. This compares to an expected 6% rise forecast for 2020 during research conducted at the end of 2019 before the spread of COVID-19.

Affected products within fragrances

Premium fragrances is set to experience the most dramatic slowdowns due to travel and tourism restrictions, as these products are mainly bought by tourists or when travelling. However, mass fragrances is also likely to witness slowdowns as consumers will avoid discretionary purchases and shift to products of a more essential nature in 2020.

Recovery and opportunities

Following the slowdown in retail volume and value sales at constant 2019 prices in 2020, due to the impact of the COVID-19 lockdown and consumer concerns over the economy, all categories of fragrances are expected to recover to some degree from 2021. While demand for both men’s and women’s fragrances is likely to remain extremely limited, the latter is likely to near pre-pandemic rates by 2022.

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