Fragrances was the most negatively impacted category as a result of the pandemic’s emergence in Portugal in 2020. Due to restrictions introduced by the government in response, including lockdown, remote working, and social distancing, purchases of fragrances were perceived as non-essential by Portuguese consumers.
Both mass and premium fragrances registered positive growth in 2021, but the mass segment performed better. While some Portuguese consumers were less cautious about choosing premium options, purchasing power was negatively impacted by unemployment, successive lockdowns and the immediate outlook which included expectations for high inflation in 2022, a scenario that had already started to emerge at the end of 2021.
Sale of fragrances surged via e-commerce in 2020 due to the pandemic-related lockdown, and the closure of stores, in particular beauty specialists, deemed as non-essential by the Portuguese government. Sales through e-commerce continued to increase in 2021, as local consumers had become increasingly used to placing online orders, with some still avoiding visiting physical stores to reduce their risk of exposure to COVID-19.
Fragrances is set to register positive growth to reach full recovery in volume terms by 2023. Portuguese consumers will increasingly consider fragrances to be an important element that allows them to express their individuality.
Premium fragrance sets/kits is expected to be the strongest performer over the forecast period. These sets offer a good value-for-money ration for a premium product and will increasingly appeal to Portuguese consumers seeking the “best purchase”.
Leading players, particularly in premium fragrances, have always added dynamism to the category through new launches, especially during the Christmas season. The forecast period is unlikely to be an exception to players’ strategies, with innovation driven by rising importance of sustainability.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Portugal with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Fragrances industry in Portugal, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
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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