Fragrances have seen some of the steepest falls in value sales in 2020 as a result of the pandemic. Demand for all types of fragrances has been slowed by lockdown, including the shuttering of malls and beauty retailers, the closure of entertainment venues and restrictions on travel and tourism.
Mass fragrances saw a marginally steeper drop in sales than premium ones. This is counterintuitive – the economic impact of the pandemic has seen many consumers trade down in their beauty and personal care purchases, or delay purchase of more expensive brands.
E-commerce is set to see a huge gain in value share of fragrances distribution in 2020 as a result of the pandemic. This has been driven by the two lockdown periods in spring and November, during which shopping centres were closed.
Sales of fragrances are set to return to positive growth in 2021, although spending levels in constant value terms will not return to pre-pandemic levels until at least 2023. Poland is set to a better-than-anticipated economic recovery in 2021, but the country is still set to see ongoing restrictions on movement and socialising well into 2021, which will continue to suppress demand.
E-commerce is set to hold onto most of the increased share of sales distribution that it achieved in 2020 as a result of lockdown measures, although 2021 will see a slight drop in share as consumers return to traditional channels. In 2020, however, the channel generated the largest share of value sales in Poland in 2020.
Direct sellers in Poland appear to have been caught napping by the pandemic, with most players taking some time to pivot to a more digital model. However, by the end of the year most had adapted well to conditions, using new channels to reach customers and in particular click-through sales via social media and micro-influencers.
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This report originates from Passport, our Fragrances research and analysis database.
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