After a very difficult 2020 and early 2021, sales of fragrances are gradually reflecting a return of customer interest. The restrictions previously in place, domestic isolation and restrictions on human contact meant that there were fewer occasions for consumers to use perfumes and therefore perfumes were less popular and bought less than before the pandemic.
The COVID-19 pandemic has brought an increase in the popularity of mists and refreshing waters. The reason for this is because they are cheaper than classic perfumes, while offering light, fresh scents without overpowering accents.
Even before the outbreak of the pandemic, the value share of the e-commerce channel in the fragrances segment of beauty and personal care was already very significant, and it further increased significantly when COVID-19 emerged in 2020. After the lifting of sales restrictions in 2021, there was no trend towards customers turning away from e-commerce and returning in large numbers to buying perfumes in physical shops.
The rebound of the entire fragrances market in 2021 will be countered with diminishing growth rates over the course of the forecast period. Premium fragrances, in particular, has excellent prospects, provided that the COVID-19 pandemic is contained.
The longing for a return to the days before the outbreak of the COVID-19 pandemic is increasingly evident. Customers are already tired of the constant restrictions and are craving all aspects of life that have been negatively affected by COVID.
E-commerce gained further value share of fragrances sales in 2021 and is likely to hold on to most of the increased share of sales distribution that it achieved during the pandemic. The greater convenience of the format is the obvious driver, and the improvements in digital infrastructure forced upon the industry by the pandemic have also greatly strengthened consumer trust and familiarity with the channel.
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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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