Fragrances witnessed a steep decline in sales during 2020 in retail volume terms. COVID-19 was the main driver of this, with consumers spending more time at home and socialising less often with family and friends, many local consumers used fragrances less frequently during the year.
While demand for fragrances has been subdued since the start of the pandemic this has not stopped new and existing players from bringing new products into the market. For example, popular singer and entrepreneur Rihanna launched a new line of premium fragrances under her Fenty Beauty brand, which claims to have a unique scent.
Despite these new product launches Arabian Oud Co continued to lead fragrances in 2021. The company offers a diverse portfolio of products, operates its own network of stores and its brand is backed by significant marketing investment.
With daily life set to return to something approaching normality as the threat posed by COVID-19 begins to fade, consumers will likely spend less time at home and will socialise with family and friends more frequently, boosting demand for fragrances. However, this recovery is set to be sluggish, with retail volume sales only projected to return to pre-pandemic levels by 2025.
Although beauty specialists will likely remain the key distribution channel for fragrances over the forecast period, e-commerce is likely to play an increasing role and should gain further share. This is thanks to consumers becoming more comfortable shopping online, accelerating investment in e-commerce infrastructure, the proliferation of smartphone apps operated by brands and retailers and the advent of 5G mobile internet.
Fragrances remains a highly competitive area of beauty and personal care in Saudi Arabia with local brands competing fiercely with well-known international brands. As the local economy rebounds from the shock of the pandemic and consumer confidence revives, Saudi consumers are likely to become less price sensitive and more indulgent when it comes to purchasing fragrances and competition is likely to intensify.
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Understand the latest market trends and future growth opportunities for the Fragrances industry in Saudi Arabia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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This report originates from Passport, our Fragrances research and analysis database.
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